Tag Archives: Audience

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

Summary of The Media Insights & Engagement Conference 2015 Day Two: Part 2

By: Jim Bono, Vice President, Research, Crown Media Family Networks
The afternoon portion of Day two at The Media Insights & Engagement Conference consisted once again of the Strategic Lab sessions.
At 2 pm, there were three choices:
??         Cross-Platform Insights & Monetization – Emotional Tonality and Ad Receptivity with Marcela Tabares (A&E) and Mike Bloxham (Magid)
??         Hyper-Viewing & Behavior Trends - Insights into the Effects of Internet Technology and Video Platform Proliferationwith Richard Zackon (CRE) and David Tice (GfK)
??         New Disruptions in Media – Understanding Sharknado 2: The Even More Social One with Ashlee Gouldstone (NBCU)
At 2:45 pm there were three more choices:
??         Real Cross Platform at Scale: Tune-in and Sales Impact
??         The New Living Room: What ESPN Learned from World Cup and College Football
??         The New Age in Mobile Music Consumption
Jonathan Steuer and Brian Katz of TiVo presented at the Real Cross Platform at Scale session. At this session we saw how it is possible to gain more in-depth understanding of consumers across devices. We also learned that TV and digital media work differently in their impact on tune-in and Sales, and heard about new tools that TiVo has to assist in the prediction of program success or failure, early in process.
After a short break, we were offered three more interesting sessions to choose from:
??         Surviving The Cross Platform Explosion: Lessons from the Walking Dead
??         Consumer Behavior and Consumption Across Media: The Digital State of Play
??         What to Worry About: The Most Important Trends in 2014
AMC’s Melanie Schneider and Jason Kramer of Vital Findings gave us a great look at cross platform data for Walking Dead – the cable show that Melanie kept reminding us that is “the #1 show on the planet” (even though I don’t watch it.) Key topics they discussed were quantifying relationships, market size, and the relative importance of social media. They touched on the fact that data tells us the “what”, but not the “why.” To put data into context, they compared Walking Dead to other shows like Mad Men and Son of Anarchy. They also compared viewing of current season of Walking Dead on AMC to previous seasons available on Netflix, as well as re-runs, DVR and VOD viewing.
The day concluded with IFC’s Daniel Marcu leading a fun and entertaining interactive session - Generation P (Power). A mixed panel of millennials and “experienced” researchers, consisting of Jim Bono (Crown Media), Theresa Pepe (Viacom), Courtney Thomasma (BBCA), James Fulton (IFC) and Carol Hinnant (Rentrk) shared views and engaged in an open discussion with the audience on what we know and what we think we know about the millennial generation.

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.

The Impact of #SocialTV On Consumers and Advertisers

This morning at the second day of The Media Insights & Engagement Conference in San Diego, Erika Faust, Client Service at Nielsen Social spoke to us about the impact of social TV on consumers and brands today.
According to Nielsen’s research, one quarter of social media users are aware of programming because of social TV.  Understanding social TV and the brand chatter taking place.
In the last six months of 2014, according to Faust, there were 433 million tweets about TV.  The research shows that consumers enjoy chatting about TV while they are watching their favorite shows. Faust said that there’s also a lot of chatter going on around brands. In fact, the research shows that there were 335 million tweets about brands.
So, how do these relate to one another?
The overlap between the populations is large, according to Faust. In fact, 59 percent of brand authors also tweet about TV. But, TV authors are sending four times as many tweets about brands than people who only tweet about brands. So, if an advertiser is looking to engage with people who amplify their brands, these people are a really good audience to target.
Meanwhile, TV authors have three times as many followers compared to authors that tweet only about brands. You are sitting on a valuable asset for your advertisers.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Summary of The Media Insights & Engagement Conference 2015 Day One

By: Jim Bono, Vice President, Research, Crown Media Family Networks 
Day one of The Media Insights & Engagement Conference started off with our co-chairs Jess Aguirre of Crown Media Family Networks and Tom Ziangas of AMC Networks discussing the day’s upcoming events.
I was totally blown away by our first Keynote speaker, Dr. Jeffery Cole, who addressed media entertainment at its “tipping point”…again. He noted that 12 years ago broadband changed everything not because of speed, but because of the direct connection to viewers. Dr. Cole also pointed out that Over The Top is our future. Young adults are not getting TV or cable TV as they move out of their parents’ homes and into their own residence, but not due to lack of interest. This generation’s interest in TV is greater than any prior generation.  But they continue to try to find newer/more affordable ways to view content. Dr. Cole went on to give great insights about theater vs TV, and cites the impacts that HBO, Netflix and Amazon Prime have had on the industry.
In my 20+ years in the cable industry, and considering all of the conferences I’ve been to, I found Dr. Cole to be one of the best keynote speakers I’ve ever seen.
Our first keynote panel was moderated by Marilyn Stephens of the U.S. Census Bureau. The panel included Michele Meyer from Univision and Julie Zwissler from MNet America, who discussed The Changing Face of America, as the ethnicity of the population continues to shift throughout the country. Marilyn gave a great presentation and in-depth look at the U.S. ethnic breakdown, while Michele and Julie offered additional information about the Hispanic and Asian cultures.
Next was our 2nd keynote speaker of the day, Nir Eyal, author of ‘Hooked: How to Build Habit-forming Products.’ Nir shared his thoughts about social media, brands, and how we create habits in associating and using these products.  His very humorous approach showed us an interesting view of behavior (ie: people who suffer from depression check email and Facebook more).
He also used the equation B = M+A+T (Behavior = Motivation + Ability + Triggers) to give examples of how we act and react.

Our first half of the day concluded with our keynote panel: The State of the Industry – Deciphering the Future. The panel was moderated by Eric Solomon of Nielsen and included Justin Fromm of Hulu, Howard Shimmel of Turner, Liz Huszarik of WB, and Tom Ziangas (filling in for the absent Dave Poltrack of CBS). Discussions revolved around big data, consumer behavior, and the ever-changing technology that our industry faces every day.  The panel pointed out that there are many obstacles that make our jobs as content providers and researchers even more challenging. They even brought up issues of trust, especially when dealing with our measurement partners (Nielsen, Rentrak, etc.)

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.

The Changing Face of America

Did you know that one in three people in the United States is a minority? The nation’s population is drastically changing.
At the Media Insights & Engagement Conference 2015 this morning in sunny San Diego, Moderator Marilyn Stephens, Data Dissemination Specialist; Media Lead, US Census Bureau, kicked off the Keynote Panel entitled, ‘The Changing Face of America’ featuring panelists Michele Meyer, VP, Network Research, Univision, and Julie Zwissler, SVP, Marketing and Partnerships, MNet America.
These three dynamic women discussed the different ways people in which different cultures in America, specifically Asian and Hispanic cultures, are consuming mutlimedia content today. Univision and MNet America are both seeing a major shift in how media is being consumed differently.
When it comes to the Hispanic culture, the younger Hispanics want to watch novellas because it’s a connection to their family and brings them together.  In their culture, the TV is a family experience in a multi-generational household, maintaining that family feel.  Meanwhile, in the Asian culture, when the parents get older, the children move back home while graduating from a great university and working a great full time job.
Across the board in an American household, families are watching TV, while Millennials are on their phones, tablets, or laptops playing games while also watching TV. More and more, Millennials and younger generations are watching media on multi-devices. They are early adopters and they want something new that no one else has discovered yet. Millennials in America are all about early discovery.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

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.’

Insights on Diversity in America from US Census Bureau, Univision, TV One & HBO Latin America

Earlier this year, the U.S. Census Bureau projected that “by 2042, so-called racial minority groups will make up the majority of the U.S. population.”
New technologies and viewing behaviors are not the only things that media professionals have to worry about – the new challenge is connecting with an ethnically diverse audience. What are you doing to better understand this “new America” and engage with them on a deeper level?
The Media Insights & Engagement Conference has brought together research leaders from ethnic networks (including MNet America, TV One and Univision) to discuss The Changing Face of America with the U.S. Census Bureau’s Data Dissemination Specialist, Marilyn Stephens. This keynote and panel discussion will present an overview of ethnic population growth and their incredible spending power, as well as viewership, media consumption and more.
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Download the conference brochure for full details: http://bit.ly/1v9uOR7

Plus, you’ll also hear from HBO Latin America on:

Decoding the Entertainment Landscape in Latin America Across Generations
In order to understand the evolution and current state of the Latin American Media Consumer, HBO Latin America conducted an audience segmentation study to uncover the consumption habits and traits that define today’s generations. By uncovering these specific segments, HBO can more specifically target their heavy consumers, loyal viewers and potential subscribers. Find out what Luis Duarte, Audience Research Director, DirecTV Latin America (and Media Insights 2014 speaker) is looking for in partnerships: http://bit.ly/1BpdQ49
 For the full session description, download the conference brochure: http://bit.ly/1v9uOR7
Join us in San Diego and gain the insights you need to understand and engage with the Changing Face of America. Register by Friday & save $600: http://bit.ly/1v9uOR7
Cheers,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15