Val Morgan and The Guardian have been announced as the winners of the 2021 IAB Australia MeasureUp Awards. Val Morgan was awarded Best Advertising Effectiveness for its ‘Hourly Outdoor Unified Reach (HOUR) Model’ developed to find a new way to model audience reach with hourly granularity for its programmatic digital OOH buyers. The Guardian won the Best Cultural, Societal or Consumer Behaviour award for its ‘The Power of Purpose’ research providing consumer insights supporting brands with purpose to drive growth and retain customers.