Next up, in The Media Insights Interview Series brought to
you by The 2015 Media Insights & Engagement
, we were lucky enough to catch up with Jake Katz, VP, Audience
Insights & Strategy at REVOLT. He shared with us some of his key insights
into audience engagement strategy in the growing and evolving digital media
This year, The Media
Insights & Engagement Conference
gives you an up-close, contextual
view on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
IIR: What has
been your most successful audience engagement strategy?
Katz: Make your
consumers owners. In building a TV network from scratch, some of the
biggest strategic challenges fall within understanding how a content
brand lives and engages across screens and platforms. When launching this
brand, REVOLT launched on Twitter almost a year prior to the channel actually
going live on linear. We had a constant dialogue with our target audience on
Twitter, that leading up to our linear launch, built advocacy. Many folks
call our 15-29 target narcissistic, but what is often less celebrated in the
press is that by asking for their input, the Millennial/Post-Millennial
audience then has a shared responsibility of your success. That said, REVOLT
was a top trending topic the first night it launched the
actual network on TV.
IIR: How has the
new 2-screen environment affected TV advertising?
the TV business drives off of presenting itself as a reach vehicle within the
advertising community. The reality of our target audience is that TV content
continues to drive the pop culture conversation, but is watched across
many different screens at many different times around its actual premiere. Our
vision at REVOLT is that in a world where viewers value social media as much as
they value traditional media, TV is where you spark “engagement” and
when your content creates dialogue in social, digital is where you
check the box of “reach” and “frequency.” Multi-tasking
media behaviors are an opportunity, not a dilemma.
IIR: How do you
synthesize data to make it more meaningful?
Katz: Given that
our world now moves at the speed of social media, no matter what category you
play in, we are now in the business of understanding “why” not
“what.” By the time you have identified “what,” it is too
late. Consumers are super-served, if not overwhelmed with messaging and
content, so marketers must understand how they can tap into relevance subconsciously
but project a POV in their positioning. This means my job as a strategist is
not to inform what the audience wants through a series of PPT charts, but study
in to and strategize around the psyche, motivations, and drivers of the culture
+ conversation we are seeking permission to enter.
IIR: What does
the always-on shopping trend mean for your business?
Katz: It used to
be that you would engage a target a consumer a certain number of
times so that when they were in purchase-mode, your offering would be top of
mind. The rise of online shopping has made it so that now your target consumer
is always in purchase mode, and furthermore, expects a shorter distance between
discovery and purchase. The always-on shopping trend means that our ad-partners
must message to our target audience as if they are in research mode, subtly
prompting them to continue the journey of
consumer curiosity online.
IIR: Can you tell
us a little bit about what to expect at your session, ‘Post-disruption, the
New, New Media Landscape: How to Do it’?
and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial
conversation and uncovered actionable new rules of consumer engagement through
our insights initiative, Road
. As we kick off 2015, I have just launched our next insights
project called Code of Content. Why? Because the evolving media landscape
demands more than just traditional media placements, and as a result,
compelling content marketing is king when it comes to engaging the Millennial
If “the medium is the message,” we need to
understand how brands live in a world of many screens and platforms ‘ not just
for our brand, but to answer questions throughout the industry and across
categories. Through Code of Content’s expert interviews, surveys, and
ongoing mobile ethnographies, we are decoding these four Ms of
Underlying emotional and functional content needs among 15-29s
culture through the lens of various distribution platforms (e.g. TV, social
media, digital, apps)
Content format (e.g. A tweet, pic, gif, video clip, episode)
Content purpose, tone, and characteristics
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 Design, Customers 1st, Digital 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 firstname.lastname@example.org. Follow her at @AmandaCicc.