“Without context, words and actions have no meaning at all.” – Gregory Bateson, English anthropologist
During Day 2 at the Media Insights & Engagement Conference, presenters continued to provide attendees with sparkling insights into many areas of expertise. Throughout the day a common thread wove through all of the discussions: Context matters in the new media landscape.
It isn’t enough to produce relevant and compelling content and data. We must apply context to give it meaning.
In his presentation, “Context Matters!,” Duane Varan, Chief Executive Officer, MediaScience, asserts that “the future of media researchers depends on our ability to demonstrate how context matters. We can’t be driven by data for the sake of data alone.” Duane talked about the trend of researchers being replaced by data scientists operating outside of the traditional research department. He discussed why context still matters and how the program environment affects ad impact.
During “Totaling Up Total Audience,” Kelly Abcarian, SVP, Nielsen, talked about the decline in traditional TV viewership, people watching less live TV, and less usage of devices not connected to the Internet. Taken out of context, these trends may lead to unwise business decisions. During her presentation, Kelly explained the data and the context behind these trends, providing attendees with a better understanding of the world of media measurement.
During the two keynote panels, “State of the Industry: Keeping Up with Measurement,” speakers representing the TV networks provided context around the key message that when it comes to media measurement, the methodology is critical. They explained that the TV networks need to have agreed upon standards and measurement. The media researchers discussed the need for a new level of collaboration. Without this context, it would be challenging for TV networks and media researchers to work together to standardize measurement to get meaningful results.
In the “Story to Stage: The Art Behind the Science of Presentation Excellence” workshop, William Greenwald, Founder and Chief Neuroleaderologist, Windsor Leadership Group, provided attendees with relevant evidenced-based insights, tools and methodologies to craft and deliver a message, story or presentation that inspires or influences others. Most importantly, William provided context to help attendees understand that:
- People follow the leader first, message second
- Common sense is not always common practice
- Show, don’t tell
Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices.