MW 216: Creative that stops the scroll

Mediaworks Masterclass: Search & Discovery in 2027 - Myth or reality? What really gets you found​1. Why it’s importantCustomers discover and compare brands across search engines, AI assistants and social platforms. Understand what this means for your organic search strategy in 2027.2. Framework for successLearn where to focus your SEO and AEO investment, how to measure progress and what to prioritise over the next 90 days.3. Free AI visibility auditUnderstand how your brand appears in AI search and identify gaps to help focus your next steps.

Mediaworks Masterclass: Creative that stops the scroll.1. Why it's importantAI brings unique opportunities but is already giving challenges around cut through.2. Framework for successHow to harness AI combined with platform choice for thumb stopping engagement.3. Free creative impact auditUnderstand how your campaigns impact your digital presence, benchmark your performance against competitors and receive five recommendations to improve results.

We’ve looked across the campaigns we’re running for our clients to identify the approaches delivering the strongest results. In this 30 minute masterclass, we’ll share 5 lessons from what we’re seeing in the real world, covering creative, targeting, platforms, budgets and performance. All examples will be anonymised, and we won’t share any confidential client data. Instead, we’ll focus on the patterns and lessons we’re seeing across campaigns that you can apply to your own paid social activity.No theory. No generic best practice. Just five practical lessons you can take away and put into your own campaigns. What you'll be able to take away: Five lessons from live B2B campaignsSee what’s delivering results for our clients and the patterns we’re seeing across successful campaigns.Know what's working creativelyUnderstand the types of ads, messages and creative approaches generating the strongest response.Get more from your targetingLearn how we’re approaching B2B audiences and where we’re seeing targeting work best.Spend your budget more effectivelySee where we’re putting budget, what we're testing and where we’re seeing the strongest returns.Give your manager something usefulLeave with five practical ideas you can take back to your team and put into action.

Why 79% of Housing Providers Have a Digital Weak LinkYour residents don't compare your website with other landlords. They compare it with their bank, Amazon and the last thing they used on their phone. That's the standard you're being judged against, whether or not it's the one you're measured on.So we measured it. The Digital Performance Index scores over 550 housing associations and local authorities on the same five pillars: can residents find you, does the site work, do they complete the task, do others trust you, does your name mean anything to them. The results are stark: 177 points separate the sector leader from the average organisation, on the same services, for the same residents79% of organisations score below 50 on at least one pillar, a weak link that undermines everything elseFixing just its weakest pillar would move the mid-table organisation 111 places up the table On Wednesday 16th September, 1:00 to 1:30pm, we're revealing the full picture in a 30 minute virtual roundtable. You'll leave knowing:Where the sector standsWho's leading and what's holding other people backWhat a good digital experience actually looks like for social housing residentsHow better digital journeys cut avoidable contact and free up your teamsWhere your own organisation ranks, and how to find out what's behind the score

Being cited by AI comes down to three things: what's said about your brand elsewhere (offsite), what's actually on your website (onsite content), and whether AI can find, read and trust it (technical). In Part 1, we covered offsite: how Digital PR builds the authority signals AI platforms look for. In Part 2, we're turning to the other two pillars: getting your own site into shape to earn those citations in the first place.Strong offsite authority only gets you so far if your content isn't structured for AI to understand, and your technical foundations aren't solid enough for AI to trust what it finds. This session covers both.We'll show how to structure onsite content so AI platforms can extract clear, citable answers from it, and which technical signals determine whether your site is even considered credible enough to cite.What you'll be able to do after the session:Structure content AI platforms can useLearn how information density, clear answer blocks and content structure affect whether AI can extract and cite what you've written.Identify the technical signals AI checks before it trusts youUnderstand which technical factors act as the "entry fee" for AI visibility, and how to check where your site currently stands.See how all three pillars work togetherUnderstand how onsite content and technical health combine with the offsite authority from Part 1 to build a brand AI consistently recommends.All attendees can request a FREE MX AI Visibility Audit, powered by Mediaworks' proprietary MX measurement framework.The audit assesses your site's Technical and Authority pillars, reviewing content structure, technical health and how well-prepared your site is to be found, understood and cited by AI platforms.You'll receive a clear view of your current performance, the gaps limiting your visibility and the priority actions that can help your brand earn more citations across AI-generated answers.

The Website of the Future: How AI Is Changing Web Design and DevelopmentYou’ve been invited to:The Website of the Future: How AI Is Changing Web Design and DevelopmentYou've been invited to:The Website of the Future: How AI Is Changing Web Design and Development What if the real shift in web design and development isn't a feature on your website, but a change in how sites get designed, built, experienced and even whether they're needed at all? AI is already reshaping the design process, changing how developers build sites, and altering how users experience them once they arrive, adapting content, layout and interaction in real time rather than presenting the same static page to everyone. At the same time, AI agents completing more tasks on a user's behalf raise a genuine question about whether the traditional website remains the front door it used to be. In this session, we'll look at what's actually changing across three fronts: AI-enhanced design tools speeding up how sites get built, including AI design capabilities and what they unlock today; the growing use and real limitations of 'vibe coding' to generate sites from a prompt; and how AI is starting to reshape the user experience itself, from adaptive, personalised journeys to what a "good" experience even means when no two visitors see quite the same site. You'll come away with a clear, evidence-based view of what's genuinely changing and what still needs experienced hands. What you'll be able to do after the session: Understand what AI is actually changing in web design and developmentLearn where AI-enhanced design tools and capabilities are already speeding up the build process, and where human judgement is still required. Evaluate AI-generated development claimsUnderstand the real capabilities and limitations of vibe coding, so you can separate genuine capability from hype before you brief your next project. See how AI is changing the user experienceUnderstand how adaptive and personalised experiences are changing what "good UX" means, and what that shift asks of your website strategy. Prepare for a changing relationship between users and websitesConsider what it means for your site as AI agents increasingly complete tasks on a user's behalf, and how to future-proof your next build against where things are heading. FREE MX Website Performance AuditUsing the Technical & Engagement pillars of our MX framework, we’ll review how your website is structured for discoverability, performance, and future AI-readiness, alongside practical recommendations for improvement. You'll receive a clear view of your current performance, the gaps affecting your readiness, and the priority actions that can help your site keep pace with how design, development and experience are changing. We look forward to having you attend the event.Fri, 28 Aug 2026 11:00 - 11:30 (UTC+00:00) Dublin, Edinburgh, Lisbon, LondonWe look forward to having you attend the event!

When someone asks Google or ChatGPT which brands to trust, what makes one business appear in the answer while another is overlooked? AI platforms do not assess credibility from your website alone. They look for evidence across trusted third-party sources, including media coverage, expert commentary, backlinks and consistent brand mentions. The stronger and more credible that digital footprint becomes, the more likely your brand is to rank in search, appear in AI-generated answers and be recommended to potential customers. In this session, we’ll explain how Digital PR builds the authority signals that influence search engines, AI platforms and customer trust. You’ll learn how to create stories that earn credible coverage, strengthen your brand’s authority and support long-term SEO and AI visibility. What you’ll be able to do after the session: Understand what makes a brand credible to search engines and AILearn which external authority signals matter most and why strong third-party validation can improve rankings, citations and recommendations. Create Digital PR activity that supports SEO and AI visibilityDiscover how to identify credible stories, build expert authority and earn coverage that generates valuable links, mentions and thought leadership. Build a stronger and more visible digital footprintUnderstand how consistent Digital PR activity compounds over time, helping your brand become easier to find, understand and trust across search and AI platforms. All attendees can request a FREE MX AI Visibility Audit, powered by Mediaworks’ proprietary MX measurement framework. The audit assesses how effectively your brand is being found, understood and recommended across AI-generated answers. It reviews the strength of your digital authority, including your visibility, credibility and relevance across the wider search landscape. You’ll receive a clear view of your current performance, the gaps limiting your visibility and the priority actions that can help your brand earn more citations, appear in more relevant answers and become a more trusted source for both AI platforms and potential customers.

AI, Automation and Paid Media: How to Protect ROI When Platforms Take ControlOn 17 August, Google is changing how Smart Bidding behaves when campaigns are limited by budget.Advertisers who’ve been consistently outperforming their ROAS targets could soon see costs rise as Google spends more budget to move performance back towards the target. That’s exactly what the update is designed to do, the question is whether that behaviour also improves your business.More spend, more conversions and lower CPA can all look positive on a dashboard while profitability moves in the opposite direction.In this session, we’ll explain what Google’s update means, who’s most affected and how to make sure your bidding strategy is optimising for commercial performance, not just platform efficiency.What you'll be able to do after the session:What Google’s August Smart Bidding update actually changesUnderstand which campaigns are affected, why costs may increase and what the update means for your bidding strategy.How to make AI work for your businessLearn how better conversion data, value based bidding and clearer commercial objectives help steer automation towards profitable growth.How to protect ROI as automation increasesDiscover practical ways to monitor AI driven campaigns, identify where budget is being wasted and keep human judgement in the loop without switching automation off.All attendees can request a FREE Digital Performance Audit, powered by Mediaworks' proprietary measurement framework. The audit shows whether your paid media activity is genuinely building commercial value or just generating cheaper-looking metrics that flatter the platform. It benchmarks your activity across seven areas: Visibility, Traffic, Paid Traffic, Engagement, Search Demand, Content Performance and Competitor Positioning.You'll receive a clear view of where automation may be wasting budget, the gaps eroding your margin, and the priority changes that will turn efficient-looking spend into measurable commercial performance.

Mediaworks Masterclass: Why 85% of Marketing Campaigns FailMarketing teams are under more pressure than ever to produce content that converts, but more activity does not automatically create more demand. Too often a campaign becomes a list of outputs (a blog here, a paid ad there, an email send) before anyone has defined the audience problem, the message or the action they want people to take. When you plan a campaign channel-first, every asset ends up working in isolation. Paid, organic, email, SEO, landing pages and sales follow-up all pull in different directions, and the result is busy work that looks productive but never builds momentum. In this session, we will show how the strongest campaigns connect one audience, one problem, one core message, one offer and one measurable outcome. You'll leave with a practical framework for planning audience, message, content, channel mix and measurement, so every asset has a clear job to do. What you'll take away from our sessionHow to turn scattered activity into joined up campaigns that build demand.How do you give every asset a job that moves your audience closer to action?How do you turn one idea into connected activity across paid, organic, CRM, SEO and sales enablement?All attendees can request a FREE MMeX Audit, powered by Mediaworks' proprietary measurement framework. The audit shows whether your current campaign activity is building market visibility, search demand and competitive strength, or just creating disconnected channel performance. It benchmarks your activity across seven areas: Visibility, Traffic, Paid Traffic, Engagement, Search Demand, Content Performance and Competitor Positioning. You'll receive a clear view of how connected your campaigns really are, the gaps holding back demand and the priority changes that will turn scattered output into one measurable outcome.

Why Residents Still Pick Up the Phone: The Self-Service Challenge Housing Needs to Solve.Social housing teams are under more pressure than ever to deliver faster services with fewer resources. Meanwhile, customers expect digital services that are simple, accessible and reliable. Yet many self-service solutions fall short. Adoption remains low, avoidable contact stays high, and pressure on teams continues to grow.