Tag Archives: Audience Measurement

What to look for next week at The Audience Measurement

As we prepare for The Audience Measurement Event next week, let’s take a look at some of the great articles which highlight the experience next week in Chicago.

Facebook will be on hand to present “Measuring Paid, Earned, and Social: From Reach to ROI”. Speaker Fred Leach joined Audience Measurement Speaker Joel Rubenson for a pre-event conversation  looking at marketers can best use Facebook and some of the best ways to measure success.  View the blog post here.  Fred will be speaking on Monday, May 21 at 1:30PM.

Joel Rubenson also spoke with Catherine Roe of Google, who discussed the digital measurement and usage for many CPG companies.  Read Part 1 here, Part 2 here and Part 3 here.  Catherine Roe will be speaking Wednesday, May 23 at 11:15AM.

Deb Roy, Director, Cognitive Machines Group, MIT MEDIA LABS & Co-Founder & CEO, Bluefin Labs, will be presenting “Closing the Gap between Social Media & Mass Communication” on Tuesday, May 22 at 8:30AM.  He’ll be looking at the connection that can be formed between television and social outlets.  View the blog post here.

TiVo will look at a similar topic when they present “The Three Screens: Understanding Consumption & Multi-Tasking Patterns” on Monday, May 21 at 4:00PM. Jonathan Steuer, TIVO, will look at how to combine information on how to collect and analyze from more than just the television. Read more about his presentation here.

Beth Uyenco of Microsoft and Jo Rigby of Omnicom Media Group will be on hand to present “Leveraging Mobile’s Muscle along Shoppers’ Path to Purchase” analyzing how consumers use their mobile phones on their path to purchase. You can see this presentation on Monday, May 21 at 1:15PM. For more about this presentation, see the blog post here.

These are just a few of the many presentations you can look forward to at The Audience Measurement Event taking place next week, May 21-23, 2012, in Chicago, IL.  As a reader of this blog, when you register to join us, mention code AM12BLOG and receive 15% off the standard rate.  If you have any questions about the event, feel free to email Jennifer Pereira.

How do stories go viral?

Recently, AdAge looked into how content was really shared by users and how it goes viral.  What they found was that it’s users sharing links with their social networks that really drive traffic.  With their research, they found that for every Facebook share, there were nine clicks to the story.

They also found that different types of content lead to different clicking behaviors.  The longer a video is when posted, the more likely it is to be shared.  From their research, AdAge believes that content truly goes viral when lots of people share the same link with their networks, not one or two people with huge networks sharing.  What AdAge focuses on is that it’s the content that drives people to share.  With longer video, the more inspiring and engaging the content is.  Content driven articles that create and stimulate conversation are what gets shared and go viral.

The Audience Measurement Event, taking place this May 21-23, 2012, in Chicago is focused on understanding and translating consumer media consumption, the event features a robust agenda filled with real world-case studies and new, never before seen content by visionary thinkers and industry pioneers.  Register today and mention code AM12BLOG to save 15% off the standard rate!

What do you think are the keys to going viral?

Gen Y’s consumer habits & how it’s shaping their generation

The Audience Measurement Event‘s keynote speaker Kit Yarrow, Consumer Psychologist, Golden Gate University & Author of GenBuy recently appeared on Chad Whittle‘s radio show and discussed many of the topics she’ll be covering at that conference. GenY has had an ever-growing influence on retail as they’ve pushed the digital into this space due to their constant connection to the world via their phones and computers. Other things that are unique to this generation is their constantly promoted self esteem. They’ve received empowerment from their influencers (parents, teachers, etc) their entire life, and therefore are seeing difficulties matching their strengths to their environmental needs.

Listen to the podcast here:

Would you like to join Kit Yarro this May 21-23, 2012 in Chicago for The Audience Measurement Event? As a reader of this blog, when you register and mention code AM12BLOG and receive a discount of 15% off the standard rate. For more information about Kit’s presentation and the rest of the event, download the brochure here.

Do you see the powerful influence of GenY on your brand?  What is one of the most powerful examples of GenY changing audience reach for a brand?

The Audience Measurement Event Session Spotlight: How Mobile is Changing Psychology, Sociology and the Way Consumers Behave

Social, digital and mobile are not merely touch points, they are lifestyles. Understanding consumers’ media and the question over what should be measured ‘ i.e., ‘new KPIs’ are at the top of every agency, brand and career researcher and have never been more important than they are today. Borrowing best practices from The Market Research Event and our Shopper Insights in Action event, The Audience Measurement Event focuses on the business value and actionability of understanding and translating consumer media consumption.  Today’s session spotlight is on focuses on exactly this.  If you’d like to join Pat Dermody at The Audience Measurement Event, as a reader of this blog when you register and mention code AM12BLOG, you’ll receive a discount of 15% off the standard rate!

Featured Session: How Mobile is Changing Psychology, Sociology and the Way Consumers Behave

Featured Speaker: Pat Dermody, VP, Digital Media and Social Media, SEARS HOLDING

About the session: Mobile is now part of everyday life for Americans. It has fundamentally changed the way we get our news, stay current, shop and engage with others. With this one device, you can now access audio and video files, surf the Internet and connect in the social sphere. This session will examine how mobile has changed the game in how consumers interact with media and their preferences while using the mobile device.

Google, Turner Broadcasting and Facebook to Keynote at The Audience Measurement Event

The Audience Measurement Event is the year’s only event to bring together the most visionary thinkers, brand marketers and media powerhouses – all focusing on the business value of understanding your consumers total audience consumption.

Borrowing best practices from The Market Research Event and Shopper Insights in Action, The Audience Measurement Event shares 100% real-world, new perspectives from high level keynotes who will talk strategy and real-world practitioners sharing experience through case study examples.

Keynotes include:

  • ‘ Measuring Paid, Earned and Social: From Reach to ROI presented by Sean Bruich, Head of Market Research, Facebook
  • ‘ Engaging Your Target Audience throughout the Path to Purchase presented by Catherine Roe, Head of CPG, Google
  • ‘ TV Everywhere — the Research Challenge presented by Jack Wakshlag, Turner Broadcasting

Breakout Track Topics include focus on Measurement & Advanced Analytics, Brand Engagement & Media Integration, Consumer Trends & Future Media Landscape including perspectives from Google, Innerscope Research, Intuit, NBC Universal, National Football League, Time Warner Cable, A+E Networks, Kimberly-Clark Corporation, Kraft Foods and more.

Download the conference brochure for full session descriptions.  

The Audience Measurement Event is taking place May 21-23, 2012 in Chicago, IL. If you mention priority code AM12BLOG when you register for the event, you will receive 15% off the standard rate! If you have any questions about the event, please feel free to contact Jennifer Pereira.

The New Age of Television: People are Thinking Outside the (Cable) Box

This blog post is co-posted with the Voices of CMB Blog, written by Chadwick Martin Bailey.  They are sponsors of The Audience Measurement Event taking place March 21-23, 2012 in Chicago, IL.  As a reader of this blog, when you register to join us and mention code AM12BLOG to receive 15% off the standard rate!

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When we set out, in our latest CMB Consumer Pulse, to discover how consumers are navigating the unprecedented range of options for accessing TV and movies, we knew some of the things we’d find out’e.g. the number of people who have completely cut the cord is still small, Netflix streaming is very popular, and many people are watching on smartphones and tablets. However, some things surprised us:

Completely cutting the cord may be rare, but that’s not the only, or even the most important thing to worry about
People who have completely ‘cut the cord’ entirely are a very small group (3% of the study’s population). The more compelling finding is the number of people who may be ‘on deck” those who have tried Over-the-Top TV (OTT) and/or those who are considering reducing their pay TV service.

  • - More than half (54%) of respondents used the Internet to watch TV at least once. (tweet this)
  • - Nearly half (43%) of pay TV subscribers said that they were at least somewhat likely to cut back on premium services (like Pay-Per-View or premium channels) in the next year. (tweet this)

This suggests that a big chunk of consumers’ TV-watching dollars could shift, even if their pay TV cords remain intact. And, that awareness and perceived value of OTT have risen to a point where consumers of all kinds are investigating OTT as an option.

The biggest screen does NOT always win, and the definition of ‘watching TV’ is changing
Everyone knows that new devices are impacting consumer behavior. But our research suggests technology is driving fundamental changes in how people define the ‘TV watching experience.’ For example:

  • - Among people who watch TV on tablets, 58% say that they watch TV on their tablet when they’re at home. (tweet this)
  • - Nearly two-thirds (63%) of those people say they’ve used a tablet even when they could have watched the same show on their TV. (tweet this)

There’s no indication that people will stop using their televisions entirely. But this does suggest that mobile devices have a role in the TV experience that transcends their mobility; and there are more scenarios where people will choose something other than the biggest available screen.

Not all elements of the TV watching experience are created equal
In our survey, consumers completed an exercise that forced them to trade off different attributes of a TV service provider based on what was most important to them. Some of the findings were obvious (e.g. people want to pay less for their TV). But other priorities offered more of a surprise:

  • - Streaming Content beats Owning Content: Consumers prefer alternatives that rent/stream video over those where you download and own the content. (tweet this)
  • - More Content beats Newest Content: More consumers say having the largest catalog of content was more important than the fastest access to new content. (tweet this)

In short, technology and features matter but complexity is a barrier to switching over completely. Today, people who want an OTT solution have to manipulate a Rubik’s cube of devices, platforms/providers, and payment models. However, that will change as more streamlined solutions come online. In the future, the most successful offerings will be those that provide a simple solution that’s built around the things that matter most to consumers.

Check out this short video:

We surveyed nearly 1,500 consumers in the U.S. to get a pulse on their TV and video viewing habits and what it means for the future of OTT. Learn more, download our Consumer Pulse: The New Age of Television.

Posted by Jon Giegengack, Jon is a Director at CMB and leads research for digital entertainment companies in television, music, videogames, and social media. As a veteran cord cutter, he knows the good, the bad and the ugly of today’s TV options.

Online television viewing habits in the UK slowing

The growth of online television program viewing in the UK is slowing.  According to The Guardian, between November 2010 and 2011, there was a growth of 5%.  In the group of 4,000 viewers, 11.2% of them watched television onilne in 2010 and a small increase of 14.4% watched TV online the next year.

What could be causing the slowing growth is the increasingly easy to access set-top-boxes on demand and rewatch instantly services.

However, with internet television growing slowly in the UK, one area intersting area seeing growth is the viewing of  television shows on mobile devices. This was up from 1.9% in 2010 to 3.0% in 2011, the demographic showing the most growth was age 15-39, with a growth from 5.8% to 9.8% in the span of a year.

This year at The Audience Measurement Event, TiVo & Acxiom will be on hand to present Your Segments ‘ Their Viewership to look at who watches television, where, and how to best invest your advertising medium through this medium.  For more information on this session and the event,download the brochure.

Introducing The Audience Measurement Event

Over 10 years ago, we identified an overwhelming need in the marketplace – to create a client-rich Market Research Event that focused on the business value of research. Today, The Market Research Event is the largest, most comprehensive research event in the world.

The research community voice is echoed once again, this time from those charged with media research. With fragmentation and the acceleration of digital, social and mobile, we’ve been asked to apply the same best practices to create this event. Introducing…

The Audience Measurement Event
May 21-23, 2012 | Chicago, IL
Register by this Friday, December 23rd & Save $400 off the standard rates!
Mention your exclusive Code: AMBLOG

The Audience Measurement Event is focused on the business value and actionability of understanding and translating consumer media consumption. The event features a robust agenda filled with real-world case-studies (from industry leaders including AT&T, Microsoft, Google, Procter & Gamble, Time Warner Cable, TiVO, Hearst Magazine, Turner Broadcasting and more! ) and new, never before seen content by visionary thinkers and future forward industry pioneers. The result is a more comprehensive view on creating your ideal media mix strategy. View the event preview now.

Keynotes include:

  • ‘ David Eagleman, Renowned Neuroscientist, Author, Incognito: The Secret Lives of the Brain
  • ‘ Deb Roy, Director, Cognitive Machines Group, MIT Media Labs, Co-Founder, Bluefin Labs
  • ‘ Kit Yarrow, Consumer Psychologist, Golden Gate University, Author, GenBuy
  • ‘ Michael Holmes, Director, Insight & Research, Ball State University Center for Media Design

Content Focus Areas:

  • ‘ Consumer Centric Approaches
  • ‘ Measurement & Advantage Analytics
  • ‘ Brand Engagement
  • ‘ Path to Purchase
  • ‘ Consumption & Multi-Tasking Patterns
  • ‘ Content vs. Monetization
  • ‘ Media Integration
  • ‘ Consumer Trends
  • ‘ The Future Media Landscape
  • ‘ Consumer Lifetime Value

We hope to see you among the most visionary thinkers, brand marketers and media powerhouses next May!

Five Principles for 3MS: Making Measurement Make Sense Initiative

Net News Click looks at the initiative that starts January 1, 2012, to begin a standardization of metrics across the web and other platforms to make measurement make sense.  The coalition between the Interactive Marketing Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies began outlining goals and principles to begin testing in the first six months of 2012.

In an initiative to make metrics across all platforms make sense:
1. Move toward a standard of ‘viewable impressions’ rather than the served impressions currently counted to measure traffic.
2. Online advertising to move to a currency based on audience impressions, not gross ad impressions.
3. Creation of a transparent classification system to mitigate the myriad ad types found in online media as opposed to traditional media.
4. Acknowledge an industry inundated in digital interaction metrics, many of which are irrelevant to brand marketers. It calls for identifying and defining metrics most valuable to brand marketers and defining and implementing reliable standards for the existing metrics.
5. Making digital measurement increasingly comparable and integrated with other media. Doing so would facilitate cross-media platform planning, buying and evaluation, all of which is presently encumbered by digital’s stubborn exceptionalities.

This will benefit both the buy and sell sides of those who rely on the metrics to make their decisions.  Read more about the initiative here.