look at what to expect for Day 2, Amber Case, author of Design for the Next
Generation of Devices, presented our first keynote:
& THE FUTURE OF ENGAGEMENT.
Here, we got a comical look at connected devices and how the average
consumer has become dependent on them. She gave us a look at products like
PetNet, and how the Web and technology play a major role in self-development.
OF CONTENT featured Edwin Wong of Buzzfeed and his insights on Recoding
Culture. We got a look at Millennials
and how culture is being reshaped and where it’s headed.
opposed to 60% of Gen X).
Kids, and Nichesters and the strong overlaps between these groups.
demographics, evolution of psycographics and the rise of the individual.
Narrative Generation was our next keynote speaker – BEYOND THE STORY: WHY
YOU NEED A NARRATIVE.
what is a narrative
why you need a narrative
story vs. Narrative
building a narrative
is a mosaic of related, contextual stories that inform and define one’s
narrative to reach consumers.
Nielsen, speak of ADDRESSING TRUST AND TRANSPARENCY WITH BIG DATA IN TV
crediting, time shifted content and missing live viewing. Mainak addressed 2 key questions:
what is our “ground truth?
how do we understand and correct for biases?
person’s panel to address methodology challenges.
Viewers) was CHANNEL ME, presented by Jason Shalaveyus from
Starcom and Nicole Tramontano from Turner.
towards efficiency and programmatic buying in recent years, Starcom and Turner
set out to determine:
Relative importance of contextual factors
Range of impact
Prevalence of optimal contexts among segments
easy wins where you have high control over
highly influential factors are hard to come by
content has a stable shelf life, but ads spoil
relevance is important
next Targeting Viewers case study
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media. They are not as big as
Millennials, but they are just as important.
By 2020, Gen Z will be 40% of the consumer base.
in the mainstream media. As a result, they:
turn to influencers who look and speak like them
already have the tools, creativity and desire to
create, but do not enjoy passive media consumption
are swapping in aspiration for realism
with this in mind.
(AMC) and Stephanie Yates (WE) present their case study VIEWER CHOICE:
PRIMETIME ALL OF THE TIME.
years. However, content is up more than
ever. How are we able to watch all this
content? Technology has propelled viewer
deeper dive into Nielsen respondent level data exploring viewers, their habits,
and how they watch content.
OTT CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO
measurement across linear, SVOD, OTT and other connected devices.
user attributes included:
more social media
use cell phone for calling only
read newspaper daily
planning and buying.