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Summary of The Media Insights & Engagement Conference Day 3

The final day of The Media Insights &Engagement Conference started off with co-chair Tom Ziangas giving us a recap of Day two.
Once again, we had a top-notched entertaining and informative keynote speaker, B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez International, who discussed Turning Talent into New Rockstars. Bonin talked about the challenges of media and commerce in our ever changing world (radio to TV to digital to what’s next). His comical approach to our business covered topics like multi-tasking vs smoking pot, toothbrush usage, and the addiction of social media. He also gave us an understanding of Hackonomy – the concept of breaking things to create value.
Our featured session of the morning, Post-Disruption, The New, New Media Landscape, saw Jake Katz, VP of Audience Insights & Strategy at Revolt TV explain how brand positioning should take advantage of all of the cross-platform opportunities available. He focused on the cultural shift of audiences and consumers, as well as brand behavior, and how social media amplifies traditional media. Due to all our media options, Jason tells us that the medium influences how the message is received, so don’t be everywhere, be somewhere strategically.
The last day had three groups of strategy labs. The first breakout at 11 am consisted of:
??         Developing a Global Cross Channel Measurement Plan with Vivian Takach of Netflix
??         Gen Next: Is TV the Second Screen? with Mark Loughney of Turner, Sesame Workshop’s Diane Polvere, and was moderated by Robert Miner
??         The Democracy of Downloading: What Gamers Expect from Digital Distribution with Chris Rethore and Allison Taylor from MarketCast
The next lab sessions at 11:45 am were:
??         Viral Video Hits: The Why, How and What Established Networks Can Do About It
??         Decoding the Entertainment Landscape in Latin America
??         The New Habit of Always-On Shopping: What it Means for Marketing
Comedy Central’s Shari Cleary presented an entertaining (and R rated) session about viral videos on social media and how their growth is taking the world by storm. Content experiences resemble hanging out among friends for the viewers. Self-created content also creates a platform for those lacking presence in traditional media. Fans like these videos and find them fun and easy to use.  They also like the fact that they can form conversations around them.
The conference’s final lab sessions at 12:30 pm were:
??         The Future of Online Video Measurement
??         Understanding Kids and Media Behavior in a Multi-Screen World
??         Best Practices for TV Advertising in a 2-Screen Environment
Theresa Pepe from Viacom covered all of the areas about kids’ viewing and behaviors (that Nielsen is not measuring). Kids are using more social media and digital media like Facebook, Netflix, Instagram, Pintrest, Skype, Pandora, and a wide array of apps. We also learned about how moms are using smart and mobile devices. Top activities for moms include listening to music, communicating/sharing pictures, browsing the internet, and playing games. And kids continue to follow mom’s lead, but kids are more likely to view TV on mobile.
The conference concluded with the Case Study Awards. This year’s nominees were:
??         Digital Acculturation: Helping Brands Engage New Canadians presented by Olga Churkina-Voigt (Fresh Intelligence) and Sebastian Fernandez (Yahoo)
??         Not So Fast: The Benefits of Fast Forward Disabling with Duane Varan (MediaScience) and Julya Fridman (A&E)
??         Longitudinal Ethnography of Media Audiencesgiven by Richard Zackon (CRE) and David Tice (GfK)
After our co-chairs gave their closing remarks the MediaScience/A&E presentation was voted this year’s Case Study winner.
Overall, this was a great conference. The lab sessions were extremely helpful, as there were some very interesting studies and discussions about how we can better use data to monetize ROI. Yet, there is still a lot to learn in our ever-changing industry, especially among millennials, social media and cross-platform opportunities. Technology is constantly changing and we as researchers need to stay ahead of the curve to be successful in reaching our audience and consumers.
Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day.  Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers.
Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year’s conference in Ft. Lauderdale.

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.

Decoding the Entertainment Landscape in Latin America Across Generations

This morning at The Media Insights & Engagement Conference 2015 in San Diego Laura Berga, Director, Strategy & Programming Analysis, HBO Latin America and Danielle Escasena, Research Manager, HBO Latin America talked to us about how to decode the entertainment landscape in Latin America across multiple generations.
In order to understand the Latin American consumer, HBO conducted a study about generation Z, Y, and Z to see how they are consuming TV in Latin America in different ways. In Latin America, there is a very different adoption curve than in the United States because there are barriers in infrastructure and socio-economic restraints, so those have caused a lag in Latin America media.
According to Berga, the reality is as people are adopting new technologies through new devices, and that is affecting the way they are consuming content. Berga said, ‘We had to figure out how to bridge this gap.’
In the study, HBO studied five key markets in Latin America, three generations, seven lifestyle topics, and six technologies. A key trend that came out of the HBO study was a huge decrease in consumer demand for bundles. As of late, there is a trend towards downgrading that translates through entertainment and luxury goods. So, the consumer is demanding this and the market is really stepping up to the plate and creating offers, according to Escasena.
Another big trend that came out of the study is that a lot of this easy and often free access to watch content on mutli-devices and multi-platforms has created a demanding consumer who wants content at low cost or no cost. There has also been a big change in the players and platforms. Now, everyone is in the content game, according to Escasena.
She added, ‘Everyone has skin in the content game.’

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 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: Part 2

By: Jim Bono, Vice President, Research, Crown Media Family Networks
The afternoon portion of day one at The Media Insights & Engagement Conference consisted of the Strategic Lab sessions.
At 2 pm, there were three choices:
??         Multi-Platform Research & Measurement – Discovering White Space: How Oprah Winfrey Network Found Success on Saturday Nights
??         Data Fusion - The Power of Context
??         Digital Future – Smart Viewers with Smart TVs
I attended the Digital Future session.  Here, Beth Rockwood of Discovery gave us an in-depth look at Smart TV viewers and their viewing habits. Viewers treat their Smart TV as their “go-to” hub, where they can access not only their TV, but even more content. Viewers are returning to the living room as the central viewing place, and now can enjoy more options on their “big” screen. They prefer to view these options and/or use apps on the big screen as opposed to tablets. Plus they enjoy watching with others.
At 2:45 pm there were two choices:
??         Finding Funny: Our Journey to Uncover What’s Really Behind Female Humor
??         Videobiquity: Using Research to Tell the Story of Multi-Platform Behavior
At the Videobiquity: Using Research to Tell the Story of Multi-Platform Behavior session, Brian West and Lisa Heimann of ABC gave us some insights about linear, VOD, OTT and DVR viewing.  Viewers find VOD easy and convenient, and prefer VOD over pay-per-view and some even prefer VOD over DVR. We also saw an interesting look at PC viewing vs mobile/tablet viewing over the past several years.
After a short break, we were offered three more interesting sessions to choose from:
??         The Roadmap to Audience Passion
??         From Binge to Nibble – Consuming TV Today
??         A Question of Influence: What Makes Someone Watch a TV Show?
Gavin Bridge at Ipsos and Eric Sherman of Twitter gave us an understanding of Twitter’s role in TV behavior and what influences viewers to watch. Key findings included: Twitter users are more likely to watch live TV, as well as more TV; Twitter users like to consider themselves as those who know more about television; and two in five Twitter users watched a show because of communication on Twitter. Their study also showed Twitter users are more aware about TV programs than non-Twitter users.

The day concluded with our co-chairs, Tom Ziangas and Jess Aguirre facilitating an informal and up close and personal Master Class Workshop. In this session, also titled A Call to Action for Today’s Media Researchers: Boost Your Skill Building and Professional Development, Tom and Jess covered Skill Building topics, such as going from data dumps to storytelling and vendor negotiations, and Personal Development, including credibility as a researcher and learning from peers.

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.

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.

Smart Viewers with Smarter TVs

Today, smart TV is dominant in home television viewing. In fact, according to research by Discovery Communications, 90 percent of viewers prefer the smart TV for watching TV and they like to watch it with other people. One third of people would actually prefer to do all of their interacting on their Smart TV and not have a second screen.
At The Media Insights & Engagement Conference in San Diego this afternoon, Beth Rockwood, SVP Market Resources and Advertising Research at Discovery Communications spoke to us about her recent research that highlights how smart viewers favor smart TVs.
She and her team at Discovery Communications spoke to viewers about why they would be interested in buying a smart TV and what features they would want. Rockwood and her team conducted an online survey of about 1,000 people probing into expectations, behaviors, and desires around smart TV.
Key findings include:
??         Most viewers use smart TV as an enhanced TV ‘ an all in one hub with TV at the center.
??         Smart TV is the go to hub to access variety content. The screen is large enough to be enjoyed without strain.
??         Viewers watch televisions shows more often when using a smart TV.
??         Watching video on a subscription streaming service is high on a smart TV.
??         A top benefit of owning a smart TV is not having to use a tablet or phone to watch videos or TV.
The research shows that smart TV makes viewing social again. Being together in a group, it gives the opportunity for people to chat about the TV show together. In fact, 62 percent agreed that they watch TV together with others more often because they watch on a big screen.
Additionally, with a smart TV you have more control over the content you can access instead of having to pay for products you don’t want. It allows content discovery that wouldn’t have been possible otherwise. According to the research, viewers are watching more now than before they had a smart TV.
Further, with smart TV’s viewers expect smart advertisements. They are looking for ads that are less intrusive, more relevant, provide an interesting story, and teach them something.
Overall, according to Rockwood, smart TV will change the way viewers are viewing, so there is a huge opportunity if high consumer expectations can be met.

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.’

Are Super Bowl Commercial Slots Worth $4.5M?

The annual Super Bowl has come around again and much of the pre-game excitement is not only about what is happening on the field but about what will be happening during the breaks in play. The Super Bowl commercials are as eagerly awaited for some as the football itself, with studies showing that 50% of people tune in just to watch the adverts. The slots for this year’s game have been sold at $4.5 million for a 30 second slot and a staggering $8 million for a minute long commercial.
Many of the 2015 companies who have adverts in the Super Bowl release teaser trailers or pre-releases that whip up even more hype. The top ten teasers or early releases have already racked up well over 28 million views soon after being released; but expect that number to rise as in 2014 pre-releases had around 77 million views.
Below are ten of the most eagerly awaited commercials for the 2015 Super Bowl:
??         Budweiser ‘ ‘Lost Dog’
??         Bud Light ‘ ‘Coin’
??         Mercedes Benz ‘ ‘Fable’
??         Snickers
??         GoDaddy ‘ ‘Journey Home’
??         Nationwide ‘ Invisible
??         Mophie
??         Skittles
??         Kia
??         Nissan
Other advertisers include huge companies such as Pepsi, Victoria’s Secret, Old Spice and many others. These adverts have always had question marks raised about how much revenue the companies actually receive in comparison to the huge sums of money that they fork out for the commercials. Advert production expenditure tends to be more than $1 million which added to the price of buying a slot makes the overall costs astronomical. Surely however companies wouldn’t keep coming back each year to advertise at the game if it was not a worthwhile investment? A study found that 3 years ago, the 2012 Super Bowl was the most lucrative gaining $245 million in advert revenue. While the overall profit margins for some in comparison with expenditure may not be very large per company, the ability to make a memorable commercial that sticks in people’s minds and is constantly shared and repeated I believe can be priceless.
With the growing influence of social media and the ability to share the adverts online, commercials have the power to reach a huge audience way after the event. Budweiser’s ‘Puppy Love’ advert in the 2014 Super Bowl received a remarkable 1,309,403 shares just two days after the game which shows how well the advert grabbed the attention and played on the emotions of the watchers. Companies investing in a slot have a very short time to make their audience laugh, cry, or be left enthralled by their advert in order to get them to want their product. Budweiser have continued their cute puppy theme by bringing out a sequel to last year’s advert. It is not surprising that they have continued with a winning formula, however will it be a success to rival the efforts of last year or compete this year with Kim Kardashian and her selfies? We shall see after the game!

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.