#MediaInsights Day 1 Recap

By: Jim Bono, Vice
President, Research, Crown Media Family Networks

MI&E Conference Director 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 (Maru/Matchbox).
Bruce then sat with Turner’s Howard Shimmel for the OPENING
KEYNOTE INTERVIEW: Re-Imagining the Future of Television
.  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.
They also 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? Howard believes 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.
Bruce asked 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.
Bruce also 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.
He still believes that survey research is important to our
industry as data tells what, but not why.
KEYNOTE: The Importance of Race and Ethnicity in Reaching

Cathy Cohen, 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.
Cohen’s presentation covered: 

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    The complexity of Millennials through a racial
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    Researching race and Millennials
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    Rise of Millennials in the workforce
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    Importance of Millennials in the Political force
Millennials are becoming an increasingly important electoral
demographic. The share of eligible
voters that are Millennials has grown during last 3 elections:

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    2008 – 23%
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    2012 – 29%
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    2016 – 36%
Cohen also addressed the six key problems with studying
 Generational frames / over-representation of
white Millennials
investigation of white Millennials
 Homogenous communities of color missing
 Segmentation of Millennials of color – pick
 Millennials as experts of Millennials -
or waves – assumes stability in taste, preferences and decisions
KEYNOTE PANEL: How Consumers Engage with Programming Across
Social Platforms
Sean Casey from Nielsen Social Guide moderated this
morning’s Keynote Panel featuring Brian Robinson (Facebook), Tom Ciszik
(Twitter), Guy Ram (NBC), Leslie Koch (HBO).
Insights focused on the evolution of social media and how
quickly it’s grown.
Consumers spend 5.5 hours per week using Social Media on
their smartphone.
64% of consumers use smartphone while watching TV. 
1.2 billion interact on Social referring to TV.
After breaking for lunch hour afternoon consisted of Concurrent
Tracks.  These case studies were broken
into three groups:

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    Track 1 – Targeting Viewers
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    Track 2 – Audience Insights
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    Track 3 – Innovation in Media
Track 1 – Targeting Viewers case studies:
From Ordinary Target to Persuadable Target

David Kaplan 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.
Key takeaways were:
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 ads
positive persuadability should be balanced with any potential backlash effects
to ensure a net positive effect
 Not all
swing viewers are created equal, eg. consumers in different DMAs can have a
varied response to creative hooks
Viewing Predictions & Inventory Optimization: The
Secrets to Success in Audience Targeting

Steve Schmitt 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
consumption has undergone profound changes, especially Millennials age 18-34
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

Darlene 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 devices.
Online video viewing on a smartphone is on par
with that of a computer
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
Laptop/desktop (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

Our afternoon 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.
are leading the charge in cross-platform media consumption
 Millennial and Gen Z trends ARE multicultural
Gen Z is more diverse and multicultural and are digital
 If you
join a multicultural network, your general market skills may not “translate”
The Next Generation of Ad Effectiveness
Our first day concluded with this presentation from Chris
Kelly at Survata.