Tag Archives: hulu

The State of the Television and Digital Industry

When did television and digital media buying become so complex and fragmented?

A distinguished panel of guests including Justin Fromm, Head of Ad Sales Research, Hulu, Howard Shimmel, Chief Research Officer, Turner Broadcasting, Liz Huszarik, EVP Media Research & Insight, Warner Bros, Tom Ziangas, SVP, Research, AMC Networks and Moderator Eric Solomon, SVP, Digital Audience Measurement, Nielsen helped decipher the future of television and digital media.

The panelists did a brief 2014 recap of the media industry.  Some key highlights included: purposeful viewing (watching only shows we like), rapid speed of change in programming and content, viewers shifting to Video on Demand (VOD), tremendous competition for eyeballs, cable networks taking share from major networks, and a major shift in viewing away from television viewing to video streaming.  The panelists unanimously agreed that the industry must continue to produce quality programming and content distributed on multiple platforms and the content must be readily available and easy to find.

What can we expect in 2015 in terms of audience viewership, quality content, programming and data measurement?  All of the panelists agreed that it’s time to recalibrate this over abundance of big data.  Measuring ad effectiveness across multiple platforms is challenging indeed.  The infrastructure is not currently available to effectively measure all the various devices that consumers use to view their favorite programs.  There is a tremendous need for aggregating data and viewership across multiple platforms.  The panelists agreed that there is an opportunity for Research Companies to develop “one important number” or algorithm that data scientists or media buyers could use to determine return-on-investment (ROI) or total audience reached. Perhaps Nielsen or ComScore will take up this challenge in the near future.

About the Author:  Kerry Inserra is Managing Partner and Co-Founder of Zip2Media, a media planning and buying agency located in the San Francisco Bay Area. Zip2Media focuses on social media, SEO, SEM, traditional media, sports marketing and blogging.  Kerry has worked for CBS Radio/Television, ABC Radio/Television and Disney.  Follow her @kinserra or email her at Kerry@Zip2Media.com.

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought
to you by The 2015 Media Insights &
Engagement Conference
, I caught up with David
Tice
, senior vice president, Media and Entertainment at GfK Custom
Research, to discuss how the explosion of devices and services for viewing is
impacting audience measurement.
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
advertising.
According to Tice, the two screen environment has made it
easier for people to see an advertisement on TV and then go onto their
smartphone or tablet and visit the website if they are interested. And, this in
turn, has been really helpful to advertisers.
‘People’s use of television is, whether it’s younger or
older folks, hasn’t changed a lot. What’s changing is the source of what they
are watching,’ he said. ‘In the past it was your broadcast or cable networks,
now people are using their TV sets to watch Netflix, Amazon or Hulu, because
they want to use that bigger screen, that better quality sound than just
watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year
they have seen that more digital viewers are using a TV set than are using
computers.

Check out my full
podcast interview with Tice below:




Want to hear more
from David Tice? Don’t’ miss his session, ‘Insights into the effects of
internet technology and video platform proliferation on viewing behaviors’ at
The Media Insights & Engagement Conference at 2:00 pm on Wednesday,
February 4, 2015. To learn more about this event or to register, please visit our
website:
http://bit.ly/1xS9zS0
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.

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, I caught up with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement.
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 advertising.
According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers.

‘People’s use of television is, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,’ he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year they have seen that more digital viewers are using a TV set than are using computers.

Check out my full podcast interview with Tice below:

Want to hear more from David Tice? Don’t’ miss his session, ‘Insights into the effects of internet technology and video platform proliferation on viewing behaviors’ at The Media Insights & Engagement Conference at 2:00 pm on Wednesday, February 4, 2015. To learn more about this event or to register, please visit our website: http://bit.ly/1xS9zS0
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.

TMRE 2013 Video: 5 Shocking Trends That Will Change the Way You Do Business

Constant change at a rapidly accelerating pace is upon us. How you, as a research company or a client-sider, plan to allocate your time and money in order to keep up with the pace of change is becoming an increasingly tricky equation. Here are a few things you should note about the pace of change.

Wynne Tyree is the Founder and President of Smarty Pants and discusses her findings in this presentation available here (Run time: 00:36:16). The five trends she discusses in this encore session are:

1. Facebook is Dead – Young people are leaving Facebook for other apps such as Snapchat or Instagram. The reason for this being is the invasion of parents onto Facebook and as a result young teens are leaving for more private apps.

It is important to note that these millennials are not deactivating Facebook, they are just using it differently.


2. Zero TV Households – This doesn’t necessarily mean that a household doesn’t own a TV, it just means they do not pay for cable.

In fact, 75% of these households own TVs they just use other means to get TV such as Hulu or Netflix.

3. Bigger is Normal – This trend deals with the obesity problem in America and is a problem because becoming heavier is the new norm in America.

Almost 70% of adults are overweight or obese, and this is setting a bad example for our nations youth. Most of the top brands in the U.S. (28/50) are nutritionally weak and this is not helping the problems.

4. Dads Are Important – The number of stay at home dads has doubled in recent years. Dads have their own unique style of parenting and are available to be targeted.

Also, 50% of dads do grocery shopping for the family and this is another area to target dads.

5. What Does The Fox Say: This YouTube video is funny and random and that is the trend. The fact that there is no point and that anyone can create content is what makes this a trend.

This video and videos like it are open to interpretation and are connecting people because they are funny in a different way for every individual.

About the Author:
Ryan Polachi is a contributing writer concentrating his
focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

10 Things You May Not Know about Binge Watching

Binge watching has become a new norm and the negative connotation of a “couch potato” is fading along with the term itself. The term came from Urban Dictionary and used to refer to watching a TV series on DVD in succession. Now the term has changed to include watching online on sites such as Netflix or Hulu for days on end.

Earlier this year,Theresa Pepe, VP of Ad Sales Research at Nickelodeon, told us, “binge and TSV will continue having an impact on networks.  The overall time it takes to gauge a show or network’s performance no longer fits into a 3 or 7 day window.”

We’re keeping an eye on how binge viewing and marathon TV watching is changing the game for media companies, advertisers and show creators.

The trends and changes in media consumption habits binge viewing, companion devices, social TV, cord cutting, the new watercooler – are challenges you face every day. Not only do you need to understand how media is being consumed, but also how to better engage with consumers on all screens wherever they are watching.

Here are a few things about binge watching you may not realize:

1. 51% of streamers prefer to watch with at least one other person

2. People Average 2-3 hours per session

3. 91% of people admit binge watching is a common behavior

4. One third of people said “binge-watching” is a negative term. This is down from 53% in 2013

5. Americans spend 2.8 hours of free time watching TV which is significantly more than 43 minutes of socializing which is the next closest activity

6. About 670,000 Netflix watchers watched the entire season of “House of Cards” the weekend it came out, about 2% of total Netflix subscribers

7. 79% of viewers say binge watching actually makes the show better

8. 75% of respondents in a survey watched an entire series in 30 days

9. It would take you 6 days and 2 hours to binge watch the entire “24″ series.

10. For every two hours after the first hour of watching TV in a day, you are 44% more likely to die from heart disease or stroke, according to a study

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@iirusa.com.

HBO Research Director Tackles Cross-Platform Media Consumption


Lack of Single Source Usage Data, Privacy and Device and Platform Proliferation Vex But Don’t Deter


By Marc Dresner, IIR
Jason Platt Zolov’s daily grind as market research director at HBO would probably overwhelm anyone who isn’t comfortable making sense out of uncertainty.
But that’s the nature of media research today: Platt Zolov manages to deliver reliable insights under challenging market conditions using less than perfect source materials.
In a recent interview with the Research Insighter podcast series, Platt Zolov discussed some of the obstacles he faces and how he’s addressing them.
‘Multi-platform usage is really one of our biggest issues,’ Platt Zolov told the Research Insighter.
‘We know individually how many people tuned in on Sunday night and individually how many people may have clicked on HBO GO or HBO on Demand, but to be able to see how they are moving between those different platforms is something that is very difficult to do,’ Platt Zolov said.
‘There is also the added layer of tracking all the different devices that people are watching on’mobile phones, tablets, new connected TV experiences with Apple TV and Roku’,’ he added.

“There are a lot of privacy issues around trying to link multi-platform usage to HBO loyalty’why people continue subscribing and paying that bill every month.”
Without a single source for usage data, Platt Zolov and his colleagues rely on conventional survey instruments and other sources to fill in the gaps, but it isn’t perfect.

And it gets even more complicated when you factor in new, non-traditional competitors like Netflix, Hulu and Amazon, which are developing original programming.

In this episode of The Research Insighter podcast series, Platt Zolov discusses:
‘ Balancing usage with self-reported data
‘ Privacy concerns related to linking multi-platform and loyalty
‘ Providing a 360-degree view of viewership in the modern media landscape and more’
Editor’s note:  Jason Platt Zolov will be speaking at the Media Insights& Engagement Conference 2014 taking place January 29-31 in Miami, Florida.
For more information or to register, please visit http://bitly.com/LHwwDX