Media Insights & Engagement Conference Day 3 Recap

By: Jim Bono

The morning of the last day of the Media Insights Conference
kicked off with co-chair Pam Pearce recapping Day 2. She mentioned some key
points from Marilyn Stephens and Duane Varan’s keynote presentations.
KEYNOTE:

CYBRIDS: THE NEW FUTURE BEGINS – Erica Orange, The
Future Hunters
Erica started off her keynote with a fun math game that had
nearly the entire room thinking about grey elephants from Denmark.  She explained that these are the type of
scenarios that she deals with on a daily basis. She went over how Future Hunters
focuses on long term social trends and macro trends.
She pointed out there major observations of the global transformation
of the economy:
1. Confluence of disruptive technology at each transition
2. Economies do not replace each other, they layer on top of
each other
3. The amount of time between transitions is collapsing
She gave us an overview of how a new cyber-hybrid generation
- “Cybrids” – has emerged from these economic changes.  We learned how they exist in different growth
areas like Time Space, Cyber Space, Innerspace, and Play Space.   They are the generation that “could
swipe before they could walk.”
These people are well educated, go beyond “digital
natives”, and have fully symbiotic relationships with technology. They are
also industrious, collaborative, entrepreneurial, community-oriented, financially
prudent and eager to build a better planet.
CASE STUDIES:

Each finalist was given 10 minutes to present their case
study, and the audience then did an online vote to determine winner.
??        
Memory vs. Engagement: Tut Promo Research
- Thomas Grayman, Spike TV
??        
#ThisIsGenX – Rich Cornish and Tasja
Kirkwood, Viacom (winner)
??        
Visual Fixation as Viewability: Why Ads Require
Less Than 1 Second to Process
– Duane Varan, MediaScience and Nathalie Bordes,
ESPN
BREAKOUT SESSIONS:

Wednesday’s Breakouts were broken into three groups:
??        
Measurement: Defining a New Standard
??        
Multi: Cultural/Generational/Platform
??        
Audience Insights: Getting Beyond the Numbers
The Audience Insights breakouts were:
MILLENNIAL MOMS – Theresa Pepe, Viacom
Theresa gave us some interesting insights about the
differences between Gen X moms and Millennial moms. The initial thought was a
mom is a mom and there were a lot of similarities between the two.  But after some testing, and putting both
groups in a room together, there were some very distinct differences between
the moms from different generations, mainly which Millennials want to be the
“fun mom” compared to the Gen X-ers who want to be the “responsible
mom.”
While Gen X moms are concerned about things like technology,
work ethic, respect and tend to be conservative/traditional, the Millennial
moms are more focused on technology, music/pop culture, clothes and tend to be
more liberal/tolerant.
??        
Millennial moms feel they are the first
generation to…
??        
Be connected to my parents by cell phone
??        
Watch/buy anything on demand 24/7
??        
Be famous, successful, own a business, ANYTHING
??        
Have a vote, a choice, and a voice in all things
??        
Focus on happiness over wealth
BUILDING A FRANCHISE: CONCEPT, CONTENT, CREATIVE AND
COMPLETION 
Karen Miller and Melanie Schneider, AMC
This presentation gave a look at the roadmap and obstacles
that AMC faced once they needed to create a new series as Walking Dead comes to
an end.  “Enter the Badlands”
brought new challenges as they needed to understand Martial Arts vs drama.  The show couldn’t just be martial arts and violence,
and once the program description and character development was outlined, it
became evident that a program could be created for martial arts fans and drama
fans alike.
They were able to create a marketing plan that focused on 3
drivers: purpose, power, loyalty.
KEYNOTE:

THE HUMAN ELEMENT: STRATEGIES TO OBSERVE, ENGAGE AND
CONNECT
 
Kelley Styring, Insight Farm
The last keynote of the conference looked at how consumers
filter through all the clutter that they face every day and how we can
understand them and better reach them.  We
heard how we as humans react to conflict and behavior, and how storytelling
plays a large part of those reactions.
There’s a human need for storytelling and interaction using multiple
technology devices. We are evolving but technology
is evolving much faster.  And though we
have all of these devices, it’s humans that communicate with each other, not
the devices.   We need stories to connect, 
communicate and create
genuine emotions, and have those stories become a currency of engagement.

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.