Media Insights & Engagement Conference Day 1 Recap

By: Jim Bono
Keynote: Generations – Lifestyle and Workstyles

Neil Howe, Best-selling author, Millennials Rising,
gave us a great overview of the differences between each generation.  To belong to a certain generation means
experiencing events of those times.  He
broke down the generational groups as:
GI (1901-1924)
Silent (1925-1942)
Boom (1943-1960)
Gen X (1961-1981)
Millennial (1982-2004)
GIs were the heroes. 
They built things, were achievers, and lived through major change.
However, when they started to retire, they were distancing themselves from
their children and the next generation. First time people were referred to as
“senior citizens.”
Silent generation were the artists.  They are most social, got married younger, were
more focused on finances, pension plans and came of age when the older
generation was living through the depression.
Boomers are the prophets.  They are the generation that expressed
individualism. Their principles and values were very distinct: good v bad,
right v wrong…  They went from 50′s
children to 60′s-70′s hippies to 80′s-90′s yuppies. They like to consider
themselves as workaholics.  While GIs were
looking to retire away from their kids, Boomers want to be near their
kids.  They tend to retire later and want
to keep working.
Gen X are the nomads. They don’t feel they are a
generation. They are risk takers and lived through an era when divorce rate
escalated, school systems deteriorated, and media reflected the
“evil-child.”
Millennials are the generation that became more
involved in the protection of children. “Baby on Board” bumper stickers, safer mini vans, concerns
about education, Megan law, bicycle safety helmets. The horror movies about
evil children went away and more family friendly movies (Look Who’s Talking, 3
Men and a Baby, Sleepless in Seattle, etc.) were the norm. Drug and alcohol
consumption declined.  Focus has shifted
towards Millennials in the media and politics. 
They are regarded as “special.”
Keynote Panel: State of the Industry: Perspective and
Predictions

Paul Hockenbury, Comcast
David Boyle, BBC Worldwide
Caryn LoCastro, Google
Kirk Olson, Horizon Media
Moderated by Mark Robichaux, B&C, Multichannel News
This panel discussed “big data”, what it means,
how it affects their businesses and what tools they are using.

Caryn spoke about YouTube and how they are using YouTube analytics
to measure “how-to” videos and the consumer experience.
Paul gave us an overview of Comcast’s product, X-1, and how
it makes searching content easier for consumers.
The panel also discussed that there is so much original scripted
content now’s, how do or can consumers keep up. 
It used to be that there were 100s of channels to choose from but nothing
to watch.  Now there’s 100s of programs to
watch but not enough time.
David’s concern revolves around the future and how we can
better measure all of these technologies. 
He feels, “the future is now, it’s just not distributed
equally.”
Kirk wants content that has an ad load, but gives the
viewer/consumer freedom to choose how they want to receive it and how they want
to pay for it. There are so many choices and it’s not easy to manage your
“video diet.”
Search trends, social media measurement, and organized data
are starting to deliver on their promise. 
There are so many more possibilities now for entertainment companies to
focus more on programmatic advertising. 
There may be a future where people can create their own prime time
schedule. 
Afternoon Breakouts:

GLOBAL CROSS-PLATFORM INSIGHTS

David Tice, GfK MRI
David Hobbie, ESPN
David and David gave and in-depth overview of a study that
was done by GfK and ESPN to understand the platforms reached by various
demographics (TV, radio, PC, smartphone, magazines), in various Latin American
countries (Argentina, Brazil, Chile, Colombia, Mexico.)
The study showed the over the past 3 years, smartphone usage
has increased dramatically in the Latin American countries.  In fact, it now is nearly even with
traditional television in Mexico, growing from 3 min/week in 2012 to over 17
minutes in 2015.
GETTING BEYOND THE NUMBERS:Cross-platform Impact on
Purchase and Tune In

Brian Katz, TiVo
Betsy Rella, TiVo
TiVo went over their second-by-second data and their single source
data in the auto, CPG, and Rx purchasing categories.
For this study they looked at a network campaign and the
exposure levels and brand lifts, and how they changed consumer behavior.
The case study focused on what marketing platforms can help
capture hard-to-reach audience, and measure the effectiveness of that reach.

About the Author: Jim
Bono is a TV industry veteran of nearly 25 years, working in Cable TV research
for over 20 years.  He’s coming up on his 15th year with Hallmark
Channel and Crown Media, where he is VP of Research and heads the department on
the East Coast.  A Long Island native all his life, Jim is married to his
best friend and wife of 23 years and has 2 wonderful teenaged sons.