Tag Archives: AOL

What Digital KPIs Don’t Tell Us about Shopper Behavior

During the Marketing Analytics & Data Science Conference, Vicki Draper, Director, Consumer Analytics & Research, AOL, presented “The Missing Metrics Link: What Digital KPIs Don’t Tell Us about Shopper Behavior.”

AOL’s latest shopping research reveals how digital KPIs don’t tell the full story when it comes to online shopping. Emotion drives online shopping more than utility, but traditional digital metrics are not effective at capturing emotion. Metrics must be redesigned to better measure shopper intent.

Here are some consumer behavior insights Vicki discussed:
- Mobile isn’t mobile! 68% of all smartphone minutes are at home.
- People are shopping all the time. 92% shop online weekly or more often.
- 42% of millennials browse online in the vehicle category weekly or more often.

A strong brand is more important than ever. AOL’s research shows that 66% of shopping is emotionally driven (expertise browsing, “me-time” browsing), while 30% is intent driven (deal browsing, problems and solutions browsing). Boredom browsing makes up 11%.

This means that it’s critical to measure the emotional benefits of your digital brand, retail or ad experience. To do this, you must:
- Start with the conventional wisdom.
- Challenge convention by combining analytics with primary research to find the missing links.
- Measure the right KPIs.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Top Marketing Analytics & Data Science Trends of 2016 (Infographic)

48% of companies surveyed still do not have a dedicated data science team! Learn how to hire and retain top data scientists at the Marketing Analytics and Data Science Conference! 

Tubular Labs Revolutionizes Digital Video Measurement

As video platforms and social data proliferate, traditional measurement techniques haven’t been able to keep up, which has made the audiences and conversations about online video almost impossible to track.
Tubular, an innovative video intelligence service, has introduced software that tracks the creators and content of one billion videos across over 30 platforms. After unlocking YouTube, Tubular Labs now provides real-time insights into what and who is succeeding on Facebook Video, Vine, Instagram Video, Twitch, Vimeo, and AOL, as well as MTV.com and CNN.com. In addition, Digitas, Comedy Central, Activision, and HGTV are among the Tubular customers with early access to the cross-platform expansion that delivers insights to build their brands online.  
‘You don’t have to fly blind in the future of video,’ said Tubular Labs CEO Rob Gabel. ‘For the first time ever, Tubular Labs’ customers now receive real-time, essential industry intelligence.’
Now, just a simple search across Tubular Labs’ 2.3 million creators reveals 21,000 are already generating one million views or more each month. Tubular sheds light on these creators, the videos they create, and the audiences they reach. In fact, more than 16,000 videos per month reach the one million view milestone.
Tubular Labs video intelligence has been developed with sophisticated customers in digital video, using big data techniques to derive patterns of success from more than one billion videos uploaded by 2.3 million creators. Video teams are empowered to answer key questions, like what content resonates most with which audiences, where and how should content be distributed, and which campaigns performed best.   

‘Digital video is TV for the social media generation. It’s the next great advertising frontier,’ said Tubular Labs Co-Founder and VP Marketing, Allison Stern. ‘There’s a measurement gap. We’re going to fill it – to provide much needed insights to brands, agencies, and media companies.’

A Personal Message from Clay Collier, The Media Insights & Engagement Conference

As we kick off the New Year, I find myself reflecting over
where the industry has been, and where we’re going in 2015. The changes have
been immeasurable.

Networks like CBS and HBO are going direct to the consumer. Movies like The
Interview and Veronica Mars have launched on-demand, rather than the
traditional in-theater release. NBC is urging viewers to watch TV without a TV.
How are we going to measure and engage with viewers in the continuously
changing media landscape?

The Media Insights & Engagement Conference
can help. And, I’m happy to be able to extend a special rate for you to join
the industry in San Diego in just one month. Hundreds of media executives (with
over 65% from the client-side) will be at The Media Insights & Engagement
Conference to uncover what the future of media will look like – will you?

View the most up to
date agenda: http://bit.ly/1ARocZz

Take a look at just some of the companies already confirmed to participate:
AMC Networks // Charter Communications // Fox Networks // Netflix // Viacom //
CBS Corporation // Google // HBO Latin America // ABC Television // Turner
Broadcasting // Amazon // Hulu // REVOLT TV // Warner Bros // Yahoo! // Google
// Univision // Disney // NASCAR // Comcast Spotlight // Discovery
Communications // Meredith Corp // Scripps Network. Click here to see the full list: http://bit.ly/1xUP08V

Submit Your Nomination for the REMI Award – Research
Executive Media Industry Outstanding Contribution: We would like to acknowledge
an individual whose outstanding contributions, innovations, or leadership has
impacted the way research has shaped the media industry and entertainment
landscape. The Award recipient will be announced on Thursday, February 5th at
The Media Insights & Engagement Conference. Submit your nomination by
Friday, January 9th: http://svy.mk/1GkDjc5
Register by
Wednesday, January 14th & Save $500 – that’s an additional $100 savings off
the current rate: http://bit.ly/1ARocZz
It’s my pleasure to personally invite you to join us at The
Media Insights & Engagement Conference 2015 for the experience of a
lifetime.

All the best,
Clay Collier
Business Development Manager, IIR
The Media Insights & Engagement Conference

@_Mediafusion

#MediaInsights15

Live from #MediaInsight: We TV – The Effect of Indulgence in Women’s Lives and On TV

Carole Smith, VP Research, WE TV, spoke today at the Media Insights & Engagement Conference in Miami, about captivating women and the emotional role of indulgent TV.

Women are breadwinners and their responsibilities have been ramped up with more pressure on them and also still taking care of children and households. This creates a need for an outlet, a fantasy world that allows for an escape and it doesn’t need to be a very big or expensive indulgences.

Sweets, long hot baths, ordering take-out, going out with husbands or girlfriends are all topping the list of desired indulgences and pampering. They’re more likely to indulge in new tech or expansive food rather than expensive clothes or accessories with handbags being an exception.

But in a world without consequences Women would indulge in getting away but also getting even. Women were brought up to be nice, they want space to be selfish and be frank. They’re fantasy selves would be glamorous, wealthy, tough and maybe a little naughty.

Captivating shows are a well-earned break for viewers. Television is the foremost desired indulgence for women.

Women want to watch relationships that are real but even “reality” should be amusing and an escape from their daily lives. The more negative and sordid the show, the more pleasure in bingeing.

Women feel better when they see these glorious basket cases and their lives all of a sudden don’t seem as bad. In order, to be validate the viewers’ thoughts you do need at least one character to be the grounding figure to bring the sound of reason, i.e, Khloe Kardishian, Toni Braxton.

It’s great to see outrageous settings for real emotions in scripted TV – full pedal, roller-coaster, no chance to catch your breath, edge of your seat.Think: Homeland, Scandal

Women do not want to see victims on TV, but they desire vulnerability, two different things.

Emotionally intense, for non-scripted and reality, women want to get totally caught up but also want to connect.

They love to see control and the struggle for power. There is always a price to pay for ambition and other selfish actions.

Forbidden ideas and emotions are the sweet spot of scripted and reality TV for these viewers.

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Live from #MediaInsight: Marketing Across Screens

Cortney Henseler, Director, Consumer Analytics & Research, AOL provides a look at how mobile devices impact media consumption 

Mobile device users are looking for deep experiences – they want to continue where they left off when using different devices, and want to be sure that their digital experience is the same no matter where they are.

Mobile moments are driven by “me time,” a desire for amusement and relaxation.

When it comes to tablet use, shopping and consumption of entertainment see a major increase – these are the activities that drive tablet usage for many consumers.  

In a game asking consumers to “vote devices off the island,” mobile phones and computers win out – beating both tablets and TV.  Interestingly, 1/3 of consumers use a computer ONLY to access their favorite website.  Computers also take the top spot when it comes to driving desire to consume content on the web.  

In a qualitative deprivation exercise, taking a smartphone away from consumers resulted in a sense of complete disconnection – while they can get by without a tablet, the lack of a smartphone is almost unthinkable.  

People aged 35+ are more likely to value tablets when it comes to consuming web content – the intuitive interface and bigger screen size are among the factors that make these devices appealing to the 35+ crowd.  

Tablet usage spikes during primetime – 7 to 10PM is a time when people are multi-tasking by using a tablet while watching TV (with web browsing emerging as the top tablet activity).  

Cooking/food is the top category for cross-screen synergy – people want to use multiple devices to access this content, and do so frequently.  

In terms of ad recall, the computer provides nearly twice the value of mobile devices.  Some tips for advertisers include:
1. consumer learning curve
2. relevance
3. elements add interest
4. message clarity

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Kim Rivielle on Media Insights & Engagement

As we embark on the inaugural Media Insights & Engagement Conference, I feel the same sense of excitement I felt back when The Market Research Event (TMRE) was first breaking ground. The buzz is contagious.
The market has embraced the event and declared this too would become the industry’s must attend and for that I am grateful for all those who pitched in to make it possible. I look forward to celebrating the success of another industry summit ripe for growth while advancing the knowledge, relationships and innovation for rising stars and trailblazers in the media space.

Hundreds of media executives, over 65% from the client-side, will uncover what it takes to drive innovation and influence smarter decisions as it relates to the industry at The Media Insights & Engagement Conference in Miami, FL, on Jan. 29-31.  Download the brochure here.

Take a look at just some of the companies already confirmed to participate:
A+E Networks
AMC Networks
AOL
BBM Canada
BET Networks
Bravo
CBS Corporation
Clarion Research
Comcast Spotlight
Country Music Association
Creative Artists Agency
CW Television Network
DirecTV Latin America
Discovery Communications
Dragon Rouge Innovation
Dreyfus Media Advisors
dunnhumbyUSA
eCGGlobal Solutions
ESPN
Eurodata TV Worldwide
Facebook
Feldman Research Lab
Fidelity Investments
Food Network
Forrester
Food Network
Fox Networks Group
Frank N. Magid & Associates
Fuse Networks LLC
FUSION
Future Research Consulting
GfK Media
Google Consumer Surveys
Hallmark Channel
HBO
HBO Latin America          
HUB Entertainment Research
IFC & Sundance Channel
InsightExpress
Intelligence Group
Interpret
Ipsos MediaCT
Keller Fay Group
Knowledgeworks
Latitude Research
Leichtman Research
Lieberman Research
Luth Research
MarketCast
MediaMorph
Meredith Corporation
Miner & Co Studio
MTV Networks
National Geographic Society
NBCUniversal
Nestle USA
NetBase
Netflix
Nickelodeon
Nielsen Co
Nielsen Entertainment Television
Nielsen NRG
Norman Hecht Research Inc.
nuvoTV
Participant Media/pivot
Phoenix Marketing International
Radius Global Market Research
Redbox
Rentrak Corporation      
RLS Media Consulting Llc
Sci Futures
Science Channel
Screenvision
Scripps Networks
Showtime Networks
SNL Kagan
Sony Computer Entertainment
Sony Pictures Television
Sveriges Utbildningsradio AB
th13teen
The Intelligence Group
The Nielsen Company
The Oprah Winfrey Network
The Social Guide
The Weather Channel
Time Inc.
Time Warner Inc.
Turner Broadcasting
TVB
TV One
TV Media Insights
Twitter
UP TV
Univision Communications
Viacom Media Networks
Vision Critical
Vubiquity
Warner Bros Interactive Entertainment
Warner Brothers Media Research & Insights
We TV
Weiner, Edrich, Brown
WEtv

Join us later this month and take the first steps to move your industry forward.

All the best,

Kim Rivielle
Managing Director,
Marketing & Business Strategy Division, IIR

Save 15 % off the standard rate when you register: MEDIA14BLOG
www.mediainsightsconference.com
Email: register@iirusa.com
Phone: 888.670.8200 or 941.554.3500 (Int’l)

Insights on Consumer Behavior from A+E, AMC, AOL, Nat Geo & Viacom

Doesn’t it seem like just yesterday that everything centered around the television? Having the entire family unite to watch a particular TV show was a tradition and a marketer’s dream.

Now, the whole family might gather for appointment TV – but with second and third screens at the same time. Understanding how people consume media and what opportunities lie in translating these understandings into new innovation is what the future is all about.

The Media Insights & Engagement Conference is about unlocking new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. You’ll hear how:

‘ A+E Networks is using a management tool to analyze total video consumption on TV, VOD, SVOD, DTO, and digital websites/apps

‘ A new, innovative approach to research provided marketers at AOL with insights into consumers’ multiscreen behavior and advertising effectiveness

‘ Qualitative and quantitative sources helped AMC grow their audience watching multiple programs on the network

‘ National Geographic Society is inspiring the next generation of explorers through new media outlets

‘ Sophisticated data synthesis techniques have armed content marketers at Viacom Media Networks with tools to craft more fact-based promotional strategies

And much more. Download the brochure for the complete agenda and session descriptions. Mention MEDIA14BLOG and save 15% off the standard rate on your pass.

Analyzing TV & Consumer Behavior: Insight from A+E, AMC, AOL, Nat Geo & Viacom

Doesn’t it seem like just yesterday that everything centered around the television? Having the entire family unite to watch a particular TV show was a tradition and a marketer’s dream.

Now, the whole family might gather for appointment TV – but with second and third screens at the same time. Understanding how people consume media and what opportunities lie in translating these understandings into new innovation is what the future is all about.

The Media Insights & Engagement Conference is about unlocking new insights to drive growth and influence smarter decision making, specifically as it relates to media engagement. You’ll hear how:

‘ A+E Networks is using a management tool to analyze total video consumption on TV, VOD, SVOD, DTO, and digital websites/apps

‘ A new, innovative approach to research provided marketers at AOL with insights into consumers’ multiscreen behavior and advertising effectiveness

‘ Qualitative and quantitative sources helped AMC grow their audience watching multiple programs on the network

‘ National Geographic Society is inspiring the next generation of explorers through new media outlets

‘ Sophisticated data synthesis techniques have armed content marketers at Viacom Media Networks with tools to craft more fact-based promotional strategies

And much more. Download the brochure for the complete agenda and session descriptions. Mention MEDIA14BLOG and save 15% off the standard rate on your pass.

EXPLOR Award Winners AOL and BehaviorLens Use the Topology of Moments to Understand People

At last year’s TMRE,
Chuck Miller, President of DM2 and Founder of the prestigious annual case study
competition, EXPLOR; Alec Maki, Vice
President of BehaviorLens Research and 2012 EXPLOR award winner; and Vicki
Draper, Senior Manager of Media Insights at AOL and 2012 EXPLOR award winner, sat
down with IIR’s Marc Dresner to discuss what stood out about the winner’s submission.
The EXPLOR award recognizes breakthrough innovation in
technology as applied to market research. ‘At the end of the day, the EXPLOR
winner really needs to resonate in terms of organizational impact,’ explained Miller.
BehavioraLens Research did just that.
The company’s case study represented a few things, according
to Miller. First, it was the insights into the mobile space, which is a channel
that marketers are trying to figure out, and is something researchers are
struggling to collect data in. Secondly, is the data integration element. More
often, researchers are being challenged to use multiple data streams, get out
of our comfort zone of primary survey data, and this is a case that truly represented
that with an ethnography study, a mobile survey, and metered and behavioral
data.
‘The combination of those three things really derives
insights as something that stood out from everything,’ added Miller.
It all began when AOL came to BehaviorLens with a big idea. ‘They
wanted to rethink mobile,’ Maki said.
Maki and his team talked with them and tried to understand
what their hypotheses were in terms of the marketplace. It turns out, AOL wasn’t
sold that the conventional wisdom of the market was quite right, but they weren’t
exactly sure what the right way of looking at the marketplace was.
‘We realized we had to go beyond the ‘what’ and ‘how’ people
are using mobile apps and websites to understand why they were using those apps
and websites,’ Maki explained. ‘So, we thought of our approach of understanding
moments and using those moments as the unit of analysis would be ideal
application to better understand what is going on with mobile and what is
really driving mobile.’
By applying that idea, BehaviorLens was able to integrate research
information across multiple modes qualitatively to understand the topology of
moments. According to Maki, moments are ‘the context of engagement for brand or
a product in terms of where people are, what they are doing and what their
goals are.’
BehaviorLens then took this information and put it into a
survey to be able to measure these moments across 3,000 different moments, and
segment the moments based on the motivators of choice. Ultimately, Maki and his
team recast the marketplace based on different segments of behavior that were
characterized by their motivators of choice, providing phenomenal results.

Check out the full
interview below:


Want to learn more and meet experts just like Miller, Maki, and
Draper in person? Register for TMRE 2013 today! Click here: http://bit.ly/16LQrIW
In 2013, TMRE is
focusing on elevating the researcher to a strategic, consultative leader. The
2013 conference will be combining best in class business cases with
professional development sessions on building skills like data visualization,
story-telling and strategic thinking and transforming researchers into game
changers.
Amanda Ciccatelli,
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry.  She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.