By: Jim Bono, Vice President, Research, Crown Media Family Networks
research and insights executives from over 140 different organizations in the
media industry gathered in Fort Lauderdale seeking to overcome measurement
challenges, uncover the next generation of research methodologies, and create
new engagement strategies.
Day 1 recap
Conference Coordinator, Rachel McDonald, started off the day welcoming this
year’s attendees and introducing this year’s co-chairs: Janet Gallent
(NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce Friend
INTERVIEW – RE-IMAGINING THE FUTURE OF TELEVISION
Bruce sat with
Turner’s Howard Shimmel for a one-on-one discussion about the future of the
industry. Recently, at a Cynopsis
conference, Shimmel said “we’re at a measurement crisis.” Elaborating on that comment, he explained how
it’s 2017 and we still do not have a robust cross-platform solution for our
industry. Advertisers want an infrastructure that allows more exposure than
just reach and frequency. With Total
Audience, we still don’t know what to do with it.
discussed the Turner Ad Lab, and how people go to Netflix, Hulu, etc., to watch
content without ads. What can we do to make the advertising experience better
for the consumer?
that the industry should have a published document that mandates what currency
data research vendors should provide for the content providers. As new
platforms are emerging, we need to better understand where those consumers are
going to find content.
about big data and how it’s all the rage. As an industry where do we go from
here? Howard explained how there is an
abundance of research tools out there.
We just haven’t done a good enough job telling our clients that we have
all these tools. Big data is a component
to an overall data framework. We need to know when to use it and not to use it.
Sometimes Big Data can be wrong data.
questioned how new companies are great with tech but don’t understand the data
they deliver. However, other great long-time research companies are very good
at analyzing data but don’t have the tech.
Howard feels that there’s nothing wrong with using a combination of data
sets like Nielsen, MRI, and panel data to come up with the best solution.
Unfortunately, there are too many companies that reach out and don’t really
understand our businesses.
believes that survey research is important to our industry as data tells what,
but not why.
KEYNOTE 1 – THE
IMPORTANCE OF RACE AND ETHNICITY IN REACHING MILLENNIALS
Professor at University of Chicago, gave us a very entertaining look at
millennials and the importance of race and ethnicity among this group,
especially regarding this year’s election. The majority of Millennials in the
US are Hispanic and African-American, and by 2060 White will be a minority.
In this past
year’s election, more African-American and Latino Millennials voted for
Democrats, while there were more white Millennials voting Republican. However,
in the 2016 primary vote the choice among all Millennials (regardless of
ethnicity) was Bernie Sanders.
The complexity of Millennials through a racial framework
Researching race and Millennials
Rise of Millennials in the workforce
Importance of Millennials in the Political force
becoming an increasingly important electoral demographic. The share of eligible voters that are
Millennials has grown during last 3 elections:
2008 – 23%
2012 – 29%
2016 – 36%
addressed the six key problems with studying Millennials:
Generational frames /
over-representation of white Millennials
Under investigation of
Homogenous communities of
color missing Millennials
Segmentation of Millennials
of color – pick one!
Millennials as experts of
Millennials – homophily
One-offs or waves – assumes
stability in taste, preferences and decisions
KEYNOTE PANEL -
HOW CONSUMERS ENGAGE WITH PROGRAMMING ACROSS SOCIAL PLATFORMS ‘ moderated by Sean Casey, Nielsen Social Guide
Brian Robinson (Facebook)
Tom Ciszik (Twitter)
Guy Ram (NBC)
Leslie Koch (HBO)
this panel discussion focused on the evolution of social media and how quickly
5.5 hours per week using Social Media on their smartphone.
consumers use smartphone while watching TV.
interact on Social referring to TV.
for lunch hour afternoon consisted of Concurrent
Tracks. These case studies were
broken into three groups:
Track 1 -
Track 2 – Audience
Track 3 – Innovation
Insights breakouts were:
HOW THE WORLD SEES MILLENNIALS AND GEN Z ‘ Rich Cornish and Tasja Kirkwood, Viacom
STRECHES RESEARCH FURTHER ‘ Kendra Sindleman, Starz Entertainment
PUT A SEXY SPIN
ON YOUR SALES STORY ‘ Karen Ramspacher, David Tice and Jola Burnett, GfK MRI
PASSION IN COLLEGE SPORTS ‘ Keith Friedenberg, WME/IMG
CONNECTION: A MEASURE BEYOND RATINGS FOR TELEVISION ‘ Lauren
in Media breakouts were:
ENGAGEMENT IN TOTDAY’S CROSS-PLATFORM WORLD ‘ Jon
Giegengack and Peter Fondulas, Hub Entertainment Research, and Richard Zackon,
EXPLORING THE FUTURES OF STORYTELLING AND ENGAGEMENT THROUGH SLOW
INNOVATION - Sam Ford, MIT Comparative Media Studies
VOICES OF MADTECH: HOW MARKETERS & AGENCIES SEE THE MADTECH WORLD ‘ Sherrill Mane, Ipsos
VIEWERSHIP & BEAVIORAL INSIGHTS FOR LINEAR MONETIZATION ‘ Shiv Sehgal,
Below are the Track 1 – Targeting Viewers case
TARGET TO PERSUADABLE TARGET
from Bravo, along with Zach Schessel from NBCU and Peter Bouchard from Civis
Analytics, discussing how to hit the right target audience and
“swing” viewers. The presentation also looked at how to attract
casual viewers without alienating the core viewers.
The different creative approach is often required for on-air vs.
off-channel to drive maximum impact with loyal and casual viewers
Casual Bravo viewers may all have some affinity for the network
but only the “swing viewers” in this group can be readily persuaded
to deepen their commitment and watch more
An ad’s positive persuadability
should be balanced with any potential backlash effects to ensure a net positive
Not all swing viewers are
created equal, e.g. consumers in different DMAs can have a varied response to
PREDICTIONS & INVENTORY OPTIMIZATION: THE SECRETS TO SUCCESS IN AUDIENCE
of TiVo showed us how TiVo is helping clients get from traditional linear to
non-linear content, and how they improved campaign performance using optimizers
and brand targeting. His presentation focused on how:
TV consumption has
undergone profound changes, especially Millennials age 18-34
Total video consumption
continues to expand with DVR, VOD, SVOD and online/mobile viewing extending the
power of linear TV
Linear TV has majority share,
but it is declining as on-demand options expand
Concepts on the
rise are binge viewing, on-demand, cord-cutting and cord-shaving, while things
like appointment viewing and one-size-fits-all on decline.
ONLINE VIDEO IN
THE TOOLBOX: A MUST HAVE
LaChapelle and Maya Abinakad from AOL talked about the top drivers for video
growth, with “social media video offerings” and “better quality
creative” leading the way, and how online video growth is driven by mobile
Online video viewing on a smartphone is on par with that of a
Consumers indicate they
have few technical barriers watching online video on their smartphones, but get
the convenience of watching anywhere, anytime
62% said I watch more
online video today than one year ago
62% said in the next 6 months
I expect to watch more online video
(70%) is still the leading device on which online video is watch daily, just
edging smartphone (67%)
HOW TO ENGAGE
MULTICULTURAL MILLENNIAL INFLUENCERS IN 2017 AND BEYOND
continued with our only Track 1 panel.
The panel was moderated by Horowitz’s Adriana Waterson, and we heard
from Michele Meyer (Univision), Tom Kralik (Revolt) and Lia Silkworth
(Telemundo) as they discussed their key takeaways about multicultural
millennials and the importance of this audience in our business today, as
leading consumers of cross-platform media.
Hispanics are leading the
charge in cross-platform media consumption
Millennial and Gen Z trends
ARE multicultural trends
Gen Z is more diverse and multicultural and are digital natives
If you join a multicultural
network, your general market skills may not “translate”
GENERATION OF AD EFFECTIVENESS
Our first day
concluded with this presentation from Chris Kelly at Survata.
McLoughlin opened the morning with a recap for Day 1, and a look at what to
expect for Day 2.
KEYNOTE 1: MULTIDIMENSIONAL MEDIA & THE FUTURE OF
author of Design for the Next Generation of Devices, gave us a comical look at
connected devices and how the average consumer has become dependent on them. She showed us products like PetNet, and how
the Web and technology play a major role in self-development.
In this world
of ever changing technology, we need to make sure that ‘machines shouldn’t act
like humans, and humans shouldn’t act like machines.’
KEYNOTE 2 – DIGITAL HUMANISM: THE COMING AGE OF CONTENT
Edwin Wong of
Buzzfeed gave us his insights on Recoding Culture. We got a look at Millennials and how culture
is being reshaped and where it’s headed.
76% of Gen Y
say “it’s the norm to be radical” (as opposed to 60% of Gen X).
a study breaking millennials into 4 groups:
And we found
that there are strong overlaps between these groups.
how we’re moving towards the end of demographics, evolution of psychographics
and the rise of the individual.
He ended his
keynote with a very touching video about Asians and their stories about the sacrifices
their parents made for them.
KEYNOTE 3 – BEYOND
THE STORY: WHY YOU NEED A NARRATIVE
Trevarthen of 21st Century Narrative and author of Narrative Generation was our
next keynote speaker and covered:
what is a narrative
why you need a narrative
story vs. Narrative
building a narrative
differs from a story. More directly, a
narrative is a mosaic of related, contextual stories that inform and define
A story has a
beginning, a middle and an end. A story
has a plot, and acts as a one-way monologue.
A narrative is
endless, and has a more interactive dialogue.
how Tesla automotive expanded the brand narrative to reach consumers.
KEYNOTE 4 – ADDRESSING
TRUST AND TRANSPARENCY WITH BIG DATA IN TV MEASUREMENT
Mazumdar, CRO of Nielsen, was our last keynote speaker of the morning. Mazumdar explained how recently data sets had
errors and inaccuracies in station crediting, time shifted content and missing
live viewing. He addressed 2 key
what is our “ground truth?
how do we understand and correct for biases?
RPD data along with 200,000+ high quality person’s panel to address methodology
His RPD data
and panel findings showed that:
20% of live RPD minutes were credited to the wrong station
25% of live viewing in the RPD was missing
40% of time shifted viewing was credited to the wrong content
working hard to understand and correct these inaccuracies.
The Day 2
afternoon Audience Insights breakouts were:
THE KEY TO UNLOCKING AUDIENCE INSIGHTS ‘ Carol Hinnant, comScore
Marc Normand, Disney-Freeform and Brian West, Disney ABC
INSIGHTS FOR 2017 AND BEYOND ‘ Rick Kelly, FUEL CYCLE
INSIGHTS BY REBUILDING YOUR COMSUMER COMMUNITY ‘ Jim Powel,
in Media breakouts were:
INSANITY IN THE AGE OF COMPLEXITY ‘ James Petretti, Sony Pictures Television
HOW BBC AMERICA BROUGHT THEIR AUDIENCE TO LIFE THROUGH ETHNO-SEGMENTATION ‘ Courtney
Thomasma, BBC America and Robert Miner, Miner & Co.
MARKETING TV NEWS RELEVANT TO NEW GENERATIONS ‘ Kimberly
Maxwell, NBC News, Sam Ford, MIT Comparative and Peggy Einnehmer, LRW
ONLINE VIDEO ‘ David Dowd, Tubular Labs
Below are the Track 1 – Targeting Viewers case
Shalaveyus from Starcom and Nicole Tramontano from Turner showed us how agencies
and media companies need to understand how consumer video ad experiences keep
pace with content experiences.
industry pendulum swing away from engaged reach towards efficiency and
programmatic buying in recent years, Starcom and Turner set out to determine:
Relative importance of contextual factors that influence ad
Range of impact for individual factors
Net effect of multiple factors
Prevalence of optimal contexts among segments
Whether contextual relevance can improve upon category relevance
If ceding even more control to the viewer improved the overall
Easy wins where you have high control over highly influential
factors are hard to come by
Life environments affect receptivity more than ad environments
Content has a stable shelf life, but ads spoil quickly
Relevance is important both in the market and in the moment
The cat is out of the bag as far as control, but leashes can work
A rising tide
lifts all boats.
the impact of context.
GEN Z: DIVING
INTO THE YOUTH GENERATION
and Gil Haddi from Trend Hunter are helping clients find the stories that
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media. They are not as big as
Millennials, but they are just as important.
By 2020, Gen Z will be 40% of the consumer base.
the overall differences between to two age group.
Gen Y ‘ Facebook (overshare)
Gen Z ‘ Snapchat (private)
Gen Y ‘ Love content
Gen Z ‘ Really, really love content
Gen Y ‘ Laissez faire
Gen Z ‘ Cautiously planning
Gen Z is the
most diverse generation, and they are underrepresented in the mainstream media.
As a result, they turn to influencers who look and speak like them.
have the tools, creativity and desire to create, but do not enjoy passive media
is swapping in aspiration for realism. As
content providers, we need to choose influencers and messaging with this in
VIEWER CHOICE: PRIMETIME
ALL OF THE TIME
A nearly packed
room showed up to see Melanie Schneider (AMC) and Stephanie Yates (WE) present
their case study.
‘TV is Dead! Run for the Hills!’ ‘Cord-cutting Means the End of Linear!’
‘Cable TV as We Know it is Dying!’
These are the comments we hear in the press everyday about our
industry. And it’s true that TV viewership
has shown downward declines over the past 5 years. However, content is up more than ever. How are we able to watch all this content? Technology has propelled viewer choice.
did a study focusing on content, taking a deeper dive into Nielsen respondent
level data exploring viewers, their habits, and how they watch content.
CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO CONSUMPTION
from Simmons Research gave us a presentation explaining that video consumption
is not just linear and live anymore.
The majority of
the share of Broadcast viewing still comes from Live (35%) and DVR playback up
to 7 days (34%). The same holds true for
Cable, with 43% viewing done Live and 26% coming from DVR playback in the first
7 days. However, there is still a large
market opportunity for DVR after 7 days, VOD after 3 days, and OTT.
at comprehensive video measurement across linear, SVOD, OTT and other connected
OTT users are
psychographically different. The Top 10 OTT user attributes included:
more social media
While the Top
10 attributes for non-OTT users included:
use cell phone for calling only
read newspaper daily
hoping to use psychographics to optimize Media planning and buying.
Day 3 started with co-chair Bruce Friend recapping Day 2,
then introducing today’s first keynote speaker.
KEYNOTE 1 – MONEYBALL:
THE ART OF WINNING AN UNFAIR GAME
Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work. Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow. However, sometimes the
‘rule’ doesn’t always work. It’s all
about the process. Paul described a process/outcome quad:
Good process/ Good outcome =
Good process/ Bad outcome
= just unlucky
Good outcome = get lucky once, but then rely on that luck to be successful
Bad outcome = recipe for failure
So, how do you
win with a lack of resources?
Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients.
We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
As with The
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new. Key
takeaways he learned from testing these new metrics were:
affordable talent to replace high priced starts
comparisons of scouting baseball players to testing programs. Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.
Paul left us
with these 3 points:
relentless in asking the naive question
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
KEYNOTE 2 – INSIGHTS
FROM THE 2016 ELECTION
The late morning keynote was actually broken
into 3 parts. Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.
Millennials told us they wanted a candidate who has a plan
Create good paying jobs
Make healthcare more affordable
Do something about the soaring
costs of higher education and student debt
Millennials also told us they didn’t want a candidate who:
Represents ‘more of the same’
They were looking for a transformational candidate – someone
who will ‘change the government’, and that they were ‘done with the Clintons
Most Millennials liked Bernie Sanders, and both
Trump and Clinton were viewed negatively.
Not only was 2016 the most watched year on record in cable
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
2004 ‘ 122.3
2008 ‘ 131.3
2012 ‘ 129,1
2016 ‘ 136.6
We were show examples of ‘what-if’ scenarios, that
demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California. And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).
- CROSS PLATFORM MEASUREMENT AND THE FUTURE OF MEDIA
Jane Clark, from the Coalition for Innovative Media
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
The panel gave us a perspective of the industry from the
network, agency, and measurement side. They
addressed the integrity of data and optimizing tools for better plans. They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
Kelly stressed how measurement needs to be a team sport. Media companies are more and more starting to
own their own data, and that changes the dynamic of the industry.
There is a call from the network and agency side for duration
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet. The
question remains ‘ how do we get there?
The Day 3
afternoon Audience Insights breakouts were:
TV AUDIENCES ON TWITTER ‘ Meghann Elrhoul, Twitter
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE ‘ Thomas
in Media breakouts were:
DATA TO UNCOVER THE WHITE SPACE ‘ Rob McLoughlin, POPSUGAR
Below are the Track 1 – Targeting Viewers case
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA
ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
THE STORY OF
The last case study track of the conference had Theresa
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
We learned about kids under 11 and how they are the most
diverse kids ever. They make up 15.4% of the US population, and are extremely
Theresa showed us a breakdown of these kids
Me in a nutshell.
Since they were born these kids experienced:
first Black president
- Marriage equality
- Great recession
- On demand
- Social Media
- Device overload
- Gender neutrality
Their role models are their families’ and some
celebrities. While 78% of girls look up
to mom, on 58% of boys look up to dad.
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
And they are busy! 6.2
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
In their free time, they watch TV (48%), play with toys
(43%), play video games (33%), and play outside (18%).
The Conference concluded with a wrap-up with the year’s
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the