Exclusive: Marketing Opinion with Generation Media

Published on: 6th June 2023

Generation Media’s Jonathan Chambers explores why the cost of research should not be dismissed, even in times of economic uncertainty.

Research is “more important than ever” according to Jonathan, director of AV Investment, due to the number of marketing datapoints, which is higher than ever.

In a 2022 study by LOCALiQ for example, it is estimated that every single minute, users viewed:

  • 67m YouTube videos.
  • 167m TikTok videos
  • 44m Facebook live streams.

Jonathan explains how advances in technology and measurement upgrades over social media channels has made it easier to determine which users interact the most with specific marketing and demographics can be identified.

He goes on to address the points made by speakers at KidsCon last month, about the importance of measurement and research over social media channels, which all have a different way of evaluating user data.

Jonathan also analyses the complexities involved in data management and reveals a proposition for the toy market, in partnership with Giraffe Insights – a first of its kind study to help them better understand “which levers to pull when building media strategies”.

To learn more about this campaign, read the full story in the latest issue of Toy World here. If you would like more details of how to be involved in this unique study, or if you would like any of the supporting material from KidsCon 23, please get in touch with either or


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