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#MediaInsights Day 1 Recap

By: Jim Bono, Vice
President, Research, Crown Media Family Networks

MI&E Conference Director Rachel McDonald started
off the day welcoming this year’s attendees and introducing this year’s
co-chairs: Janet Gallent (NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce
Friend (Maru/Matchbox).
Bruce then sat with Turner’s Howard Shimmel for the OPENING
KEYNOTE INTERVIEW: Re-Imagining the Future of Television
.  Recently, at a Cynopsis conference, Shimmel
said “we’re at a measurement crisis.” 
Elaborating on that comment, he explained how it’s 2017 and we still do
not have a robust cross-platform solution for our industry. Advertisers want an
infrastructure that allows more exposure than just reach and frequency.  With Total Audience, we still don’t know what
to do with it.
They also discussed the Turner Ad Lab, and how people go to
Netflix, Hulu, etc., to watch content without ads. What can we do to make the
advertising experience better for the consumer? Howard believes that the industry should have a published
document that mandates what currency data research vendors should provide for
the content providers. As new platforms are emerging, we need to better
understand where those consumers are going to find content.
Bruce asked about big data and how it’s all the rage. As an
industry where do we go from here?  
Howard explained how there is an abundance of research tools out there.  We just haven’t done a good enough job
telling our clients that we have all these tools.  Big data is a component to an overall data
framework. We need to know when to use it and not to use it. Sometimes Big Data
can be wrong data.
Bruce also questioned how new companies are great with tech
but don’t understand the data they deliver. However, other great long-time
research companies are very good at analyzing data but don’t have the tech.  Howard feels that there’s nothing wrong with
using a combination of data sets like Nielsen, MRI, and panel data to come up
with the best solution. Unfortunately, there are too many companies that reach
out and don’t really understand our businesses.
He still believes that survey research is important to our
industry as data tells what, but not why.
KEYNOTE: The Importance of Race and Ethnicity in Reaching
Millennials

Cathy Cohen, Professor at University of Chicago, gave us a
very entertaining look at millennials and the importance of race and ethnicity
among this group, especially regarding this year’s election. The majority of
Millennials in the US are Hispanic and African-American, and by 2060 White will
be a minority. In this past year’s election, more African-American and Latino
Millennials voted for Democrats, while there were more white Millennials voting
Republican. However, in the 2016 primary vote the choice among all Millennials (regardless
of ethnicity) was Bernie Sanders.
Cohen’s presentation covered: 

  • ??        
    The complexity of Millennials through a racial
    framework
  • ??        
    Researching race and Millennials
  • ??        
    Rise of Millennials in the workforce
  • ??        
    Importance of Millennials in the Political force
Millennials are becoming an increasingly important electoral
demographic. The share of eligible
voters that are Millennials has grown during last 3 elections:

  • ??        
    2008 – 23%
  • ??        
    2012 – 29%
  • ??        
    2016 – 36%
Cohen also addressed the six key problems with studying
Millennials:
1.      
 Generational frames / over-representation of
white Millennials
2.      
 Under
investigation of white Millennials
3.      
 Homogenous communities of color missing
Millennials
4.      
 Segmentation of Millennials of color – pick
one!
5.      
 Millennials as experts of Millennials -
homophily
6.      
 One-offs
or waves – assumes stability in taste, preferences and decisions
KEYNOTE PANEL: How Consumers Engage with Programming Across
Social Platforms
Sean Casey from Nielsen Social Guide moderated this
morning’s Keynote Panel featuring Brian Robinson (Facebook), Tom Ciszik
(Twitter), Guy Ram (NBC), Leslie Koch (HBO).
Insights focused on the evolution of social media and how
quickly it’s grown.
Consumers spend 5.5 hours per week using Social Media on
their smartphone.
64% of consumers use smartphone while watching TV. 
1.2 billion interact on Social referring to TV.
After breaking for lunch hour afternoon consisted of Concurrent
Tracks.  These case studies were broken
into three groups:

  • ??        
    Track 1 – Targeting Viewers
  • ??        
    Track 2 – Audience Insights
  • ??        
    Track 3 – Innovation in Media
Track 1 – Targeting Viewers case studies:
From Ordinary Target to Persuadable Target

David Kaplan from Bravo, along with Zach Schessel from NBCU
and Peter Bouchard from Civis Analytics, discussing how to hit the right target
audience and “swing” viewers. The presentation also looked at how to
attract casual viewers without alienating the core viewers.
Key takeaways were:
??        
The different creative approach is often
required for on-air vs. off-channel to drive maximum impact with loyal and
casual viewers
??        
Casual Bravo viewers may all have some affinity
for the network but only the “swing viewers” in this group can be
readily persuaded to deepen their commitment and watch more
??        
 An ads
positive persuadability should be balanced with any potential backlash effects
to ensure a net positive effect
??        
 Not all
swing viewers are created equal, eg. consumers in different DMAs can have a
varied response to creative hooks
Viewing Predictions & Inventory Optimization: The
Secrets to Success in Audience Targeting

Steve Schmitt of TiVo showed us how TiVo is helping clients get
from traditional linear to non-linear content, and how they improved campaign
performance using optimizers and brand targeting. His presentation focused on
how:
??        
 TV
consumption has undergone profound changes, especially Millennials age 18-34
??        
 Total
video consumption continues to expand with DVR, VOD, SVOD and online/mobile
viewing extending the power of linear TV
??        
 Linear TV
has majority share, but it is declining as on-demand options expand
Concepts on the rise are binge viewing, on-demand,
cord-cutting and cord-shaving, while things like appointment viewing and one-size-fits-all
on decline.
Online Video in the Toolbox: A Must Have

Darlene LaChapelle and Maya Abinakad from AOL talked about
the top drivers for video growth, with “social media video offerings”
and “better quality creative” leading the way, and how online video
growth is driven by mobile devices.
??        
Online video viewing on a smartphone is on par
with that of a computer
??        
 Consumers
indicate they have few technical barriers watching online video on their
smartphones, but get the convenience of watching anywhere, anytime
??        
 62% said
I watch more online video today than one year ago
??        
 62% said
in the next 6 months I expect to watch more online video
Laptop/desktop (70%) is still the leading device on which
online video is watch daily, just edging smartphone (67%)
How to Engage  Multicultural Millennial Influencers in 2017
and Beyond

Our afternoon continued with our only Track 1 panel.  The panel was moderated by Horowitz’s Adriana
Waterson, and we heard from Michele Meyer (Univision), Tom Kralik (Revolt) and
Lia Silkworth (Telemundo) as they discussed their key takeaways about
multicultural millennials and the importance of this audience in our business
today, as leading consumers of cross-platform media.
??        
 Hispanics
are leading the charge in cross-platform media consumption
??        
 Millennial and Gen Z trends ARE multicultural
trends
??        
Gen Z is more diverse and multicultural and are digital
natives
??        
 If you
join a multicultural network, your general market skills may not “translate”
The Next Generation of Ad Effectiveness
Our first day concluded with this presentation from Chris
Kelly at Survata.

CNN & NBC News Share Where the 2016 Election Polls Went Wrong

Last week marked an important week in American history, the
inauguration of President Trump’ but our researcher minds can’t help but
wonder, what happened with the polling?
JUST ANNOUNCED – The
Media Insights & Engagement Conference brings CNN and NBC News to the
keynote stage to reveal Insights from the 2016 Presidential Election!

Join Robin Garfield, SVP, Research & Scheduling, CNN for
a comprehensive look at event participation, media consumption and public
opinion over the course of this unprecedented election cycle. From record
engagement in the presidential race to the dynamic environment heading into
election day, Robin will address what the data said and how these insights
compared to the outcome of the election.
John Lapinski focuses on how election polls and other
data-driven analyses did not fully predict the Trump phenomena. He’ll uncover
the lessons learned from the 2016 election, and how this will change how the
media analyzes and covers elections going forward.
Don’t miss your chance to truly understand the historical
outcome (at least to the mind of a researcher) of the 2016 election.
Read our recent blog
post on the 2016 Presidential Election: http://bit.ly/2jTI4Jp
Plus, hear from Facebook, NBC, HBO & Nielsen Social for
a panel discussion on How Consumers Engage with Programming Across Social
Platforms. See the full session description here: http://bit.ly/2iVS6dg
See who you’ll join at The Media Insights & Engagement
Conference: http://bit.ly/2j0JlyS
Use exclusive Blog
discount code MEDIA17BL for $100 off the current rate. Buy your tickets here: http://bit.ly/2j0JlyS
We hope to see you in Fort Lauderdale next week!
Cheers,
The Media Insights & Engagement Conference Team
@_MediaFusion
#MediaInsights

See Who You’ll Meet at The Media Insights & Engagement Conference

See Who You’ll Meet at The Media Insights &
Engagement Conference
The Media Insights & Engagement Conference WILL Sell
Out’
Don’t worry, there’s no need to panic yet!
There’s still time for you to secure your spot at your
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Still not convinced that you need to be at The Media Insights & Engagement
Conference? Your competitors have already signed up ‘ don’t get left behind as
they uncover what’s next for the industry and how to stay ahead.
20th Television
21st Century Narrative
A&E Networks
Acturus
Affinio
AMC Networks
Annik Inc
AOL
BBC America
BEIN
BET Networks
Bravo and Oxygen Media
Buzzfeed
Canvs
Charter Communications
Cint USA Inc
Clarion Research Inc
Chadwick Martin Bailey
Comcast
comScore
Consensus Point
Cooper Smith Advertising
Council for Research Excellence
Country Music Association
Creative Artists Agency
Discovery Communications
Disney ABC Television Group
Disney Channel Worldwide and Freeform
Disney World
Dreyfus Advisors LLC
ESPN
Frank N Magid Associates
Fuel Cycle by Passenger
Fuse Media
FUSION
Fusion Media Group
GfK
GfK MRI
HBO
HBO Latin America
Horowitz Research
Hub Entertainment Research
Hypothesis
Insight Strategy Group
InsightsNow
Invoke Solutions
Ipsos Connect
iSpot.tv
Katz Media Group
Latitude
Leflein Associates
Lieberman Research Worldwide
MARU/Matchbox
Millward Brown
Miner & Co Studio
National Geographic Partners
NBC News
NBCUniversal
NBCUniversal Telemundo Enterprises
NC Solutions
Nielsen
Norman Hecht Research
Numeris
Oakland A’s
OmnicomMediaGroup
Phoenix Marketing International
POPSUGAR
Purseia
Radius Global Market Research
RAG Media
REVOLT Media
RLS Media Consulting LLC
RSG Media
Screenvision Media
Scripps Network
Showtime Networks
Simmons Research
Sony Pictures Television
Spectrum Reach
Starcom
Starz Entertainment LLC
TiVo
Trend Hunter
TRP Research
Tubular
Turner Broadcasting
TVB
Twitter
Universal Music Group
University of Chicago
Univision
UP TV
Viacom
Vision Critical
Warc
Warner Brothers
We TV
WME/MG
Join YOUR industry at The Media Insights & Engagement
Conference later this month ‘ Use exclusive Blog discount code MEDIA17BL for an
additional $100 off: http://bit.ly/2jxF7OI
We hope to see you in Fort Lauderdale!
Cheers,
The Media Insights & Engagement Conference Team
@_MediaFusion
#MediaInsights
Themarketresearcheventblog.iirusa.com

Agenda Premiere: The Media Insights & Engagement Conference Full Program Release

Is positioned to win in today’s highly competitive,
ultra-fragmented media environment?
The Media Insights & Engagement Conference will give you
the specific tools you need to captivate today’s connected consumer.

Learn how cutting edge media executives (from Bravo, ESPN, Buzzfeed, Twitter,
Viacom, AMC Networks and more) are re-imagining the future of television as
they share unbiased insights for:

??        
Overcoming measurement challenges,
??        
Uncovering the next generation of research
methodologies, and
??        
Utilizing data to drive engagement
Download the brochure
for full program details:
http://bit.ly/2dHg6yU
Save $100 when you
use LinkedIn discount code MEDIA16LI. Buy tickets here:
http://bit.ly/2dHg6yU
Cheers,
The Media Insights & Engagement Conference Team
@_MediaFusion
#MediaInsights
Themarketresearcheventblog.iirusa.com

P.S. Don’t forget to subscribe to our insights newsletter
The Insighter: http://bit.ly/2c6Jd8v The
Insighter is our new monthly newsletter featuring a compilation of our best
insights content for the month. Each month, take a few moments to sip your
morning coffee while you read a thoughtful article on a new trend, watch an
interview with an influential insights leader, or an in-depth talk by a top
changemaker. 

The Media Insights & Engagement Conference Updated Agenda Just Released

It’s hard to believe that we’re less than 1 week away from The Media Insights & Engagement Conference,
where hundreds of research and insights executives from the media industry will
gather in (sunny!) Fort Lauderdale.

Behind the scenes we’ve been hard at work ensuring that The Media Insights
& Engagement Conference delivers on your most pressing business needs. From
helping you overcome your measurement challenges, to uncovering next generation
research methodologies and creating new engagement strategies, the 2016 program
covers it all. Download the updated
agenda: http://bit.ly/1PQpQgI

The Media Insights & Engagement
Conference 2016
February 1-3, 2016
The Ritz Carlton ‘ Fort Lauderdale Hotel
Fort Lauderdale, FL

New Program Additions:
??        
Panel: TV Now / TV Next?  Adjusting to
Viewers’ Evolving Linear and OTT Preferences
Suzanne Sell, SVP Research, Starz
Justin Fromm, Director, Head of Ad Sales Research, Hulu
Daniel Marcu, Audience Insights & Trends Strategist
Moderated by: Robert Miner, President, Miner & Co Studio 
??        
Keynote: Totaling Up Total Audience
Kelly Abcarian, SVP, Global Watch Product Architecture, Nielsen
??        
Measurement Science: Unlocking Data’s Potential
Pat Pellegrini, Ph.D., General Manager and Chief Research Officer, Simmons
Research
??        
Unlocking the Power of the Middle
Tommy Cheng, VP of TV and Content Research, Ipsos Connect
Stephanie Yates, VP of Research & Insights, WE tv
??        
Plus, Open Forum Q&A, Conversation and Idea
Sharing with speakers at the end of the track sessions   
We’re thrilled to announce the finalists for the 2nd Annual
Case Study Competition:
Finalist #1
Memory vs. Engagement: Tut Promo Research
Thomas Grayman, VP, Brand and Consumer Research,
Spike TV
Finalist #2
#ThisIsGenX
Rich Cornish, VP, Ad Sales Research, Viacom
Tasja Kirkwood, Director, Ad Sales Research, Viacom
Finalist #3
‘Visual fixation’ as Viewability: Why Ads Require Less than 1 Second to Process
Duane Varan, CEO, MediaScience
See who’s already
signed up to attend here: http://bit.ly/1Pr8WVg
Use code MEDIA16LI
for $100 off. Register here: http://bit.ly/1PQpQgI
We hope to see you in Fort Lauderdale!
Cheers,
The Media Insights & Engagement Conference 2016 Team
@_MediaFusion
#MediaInsights16

Themarketresearcheventblog.iirusa.com

Have You Seen The Media Insights & Engagement Conference Agenda?

Have you heard about The Media Insights & Engagement
Conference? It’s been called “the golden globes of the media
industry.” It’s the can’t-miss event for research and insights
professionals.
Check out the agenda
and save $400 this week if you register by this Friday, December 11th. Click
here for more information:
http://bit.ly/1jMm1jr
The Media Insights & Engagement Conference has united
some of the most visionary thinkers and future-forward industry pioneers to
share best practices and lessons learned on overcoming measurement challenges,
uncovering next gen research, and creating engagement strategies to decipher
the future of media.
The Media Insights
& Engagement Conference 2016
February 1-3, 2016
The Ritz Carlton ‘
Fort Lauderdale Hotel
Fort Lauderdale,
FL

The 2016 event is about embracing a new paradigm – program highlights include:
??        
World-Class Keynotes Take the Stage, including:
o  
Alan Wurtzel, President, Research & Media
Development, NBCUniversal
o  
Artie Bulgrin, SVP Global Research &
Analytics, ESPN
o  
Radha Subramanyam, President of Insights,
Research & Data Analytics, iHeartMedia
o  
Ryan Holiday, Author, The Obstacle is the Way
and Growth Hacker Marketing
o  
Marilyn Stephens, Data Dissemination Specialist;
Media Lead, US Census Bureau
o  
And more. Click here http://bit.ly/1jMm1jr for the full list of
keynote speakers.
??        
40+ Sessions to Choose from, giving you the
power to create your own agenda. Choose the sessions YOU want to learn more
about, and move freely between the 3 concurrent tracks as much as you like
??        
50+ Cross-Industry, Media Insights &
Engagement Experts share best practices and what’s on the horizon from our
industry. Hear from A+E Networks, Netflix, Comedy Central, AMC, Viacom, Google,
Comcast, GroupM Analytics, Horizon Media, BBC Worldwide and more: http://bit.ly/1jMm1jr
??        
The 2nd Annual Case Study Competition gives YOU
the chance to present on the main stage! Submit your case study showcasing
innovative, results-driven methodologies and applications from field-test
research here: http://bit.ly/1N9xGna
Download the brochure for the complete agenda and session
descriptions: http://bit.ly/1jMm1jr
You save $300 if your
register by this Friday, 12/11. Plus, use exclusive Blog discount code MEDIA16BL
for an additional $100 off. That’s total of $400 off! Register today:
http://bit.ly/1jMm1jr  

We hope to see you in Fort Lauderdale!
Cheers,
The Media Insights & Engagement Conference 2016 Team
@_MediaFusion
#MediaInsights16
Themarketresearcheventblog.iirusa.com

NBCU, Conde Nast & Comcast to Keynote @ Media Insights & Engagement

The Media Insights &
Engagement Conference
has been called “the golden globes of the media
industry.” It’s been referred to as “the ‘must attend’ event to hear
candid and uncensored insights from the top echelon of today’s research thought
leaders.”
The Media Insights & Engagement Conference is the annual
gathering where leaders gather to move the industry forward. It’s a reputation
that’s hard to live up to. But, we think that The Media Insights &
Engagement Conference 2016 lives up to its name.
See for yourself and
download the brochure: http://bit.ly/1KVS4Hi
The Media Insights & Engagement Conference unites the
media industry like no other event to share unbiased insights on what’s really
going on in TV consumption and what’s next for the industry. Overcome your
measurement challenges, uncover next gen research and engagement strategies and
decipher the future of media with the best.
Keynote speakers
include:
??        
Alan Wurtzel, President of Research & Media
Development, NBCUniversal sharing the Top Trending Media Industry Shifts
??        
Ryan Holiday, Author, The Obstacle is the Way
and Growth Hacker Marketing discussing Turning Trials into Triumph
??        
Joe Sabia, Head of Digital Development,Conde
Nast Entertainment on Speaking the Digital Dialect
??        
Marilyn Stephens, Data Dissemination Specialist,
Media Lead, US Census revealing the New Age in America
??        
Paul Hockenbury, Executive Director of Research
& Analysis, Comcast sharing the Top Trending Media Industry Shifts
Plus, best practices and lessons learned from leading
researchers at ABC, Comedy Central, Viacom Media Networks, AOL, Netflix, ESPN,
Pivot TV, AMC & Sundance, BBC Worldwide, iHeartMedia, A+E Networks and
more. Download the brochure for the full speaker list and session details.
Don’t get left behind – register by Friday, October 16th
& save $600!Plus register now and use social code MEDIA16LI and recieve an
additional $100 off. That’s $700 savings! Register here: http://bit.ly/1KVS4Hi
We hope to see you in Fort Lauderdale!
Cheers!
The Media Insights & Engagement Conference 2016 Team
@_MediaFusion
#MediaInsights16