Playground xyz and Are Media win the first IAB MeasureUp Awards

Chris Pash
By Chris Pash | 20 October 2020

Playground xyz and Are Media (formerly Bauer Media) are the winners of the inaugural IAB Australia MeasureUp Awards.

The winners, selected by the members of the MFA (Media Federation of Australia) Interactive Committee, will present their research during the 4th Annual MeasureUp conference which starts today.

Playground xyz was awarded Best Advertising Effectiveness for its report Attention Time: Redefining how marketers measure and optimise ads in real time.

Are Media won the Best Cultural, Societal or Consumer Behaviour award for its Defiant research.

The Playground xyz’ research is a new approach to the way advertising is measured and optimised.

It provides the ability to conduct decentralised eye tracking on mobile devices at scale, increasing the market understanding of the science behind user attention, and has found new ways that these insights can be implemented in real-time on media buys.

The judges described the research as valid, challenging, rigorous, empirical and critical, noting that it opens the door for further investigation on the definition and impact of mobile attention while also providing tangible solutions for marketers.

Are Media’s Defiant research provides a unique look at an audience seldom talked about and addresses a knowledge gap in the industry's cultural and societal research.

The research found that women aged 50+ defied everything the market thought they knew about them -- she isn’t invisible but that advertising to her was invisible.

It provided advertisers with new angles to deliver messages authentically to a valuable audience, moving beyond the typical but misplaced "supportive/caring" stereotype. 

The judges described the research as A thought-provoking and inspired reassessment of the marketing, media and creative approach to targeting the defiant woman. 

Stuart Bailey, PHD Media managing director and Chair of the MFA Interactive Committee: “Measurement and research are the backbone of great digital work so it is important to have a forum where we can see and celebrate some of the best trade marketing research in Australia. The winners showed a depth of insight, clarity of results and a wider market impact that separated their research from the other great entries. Congratulations to all of the entrants.”

Gai Le Roy, CEO of IAB Australia: “Within a strong field of entries, Playground xyz stood out in the ad effectiveness category thanks to true innovation in their research design and their willingness to enter into the research without knowing what the answers to their questions would be. Are Media continues its rich tradition of quality in-depth cultural and societal research into the female market.

“In a year that has been incredibly challenging for media owners it has been wonderful to review and celebrate impressive research that provides media agencies and advertisers with important insights to inform their buying decisions,” said Le Roy.

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