By: Jim Bono
Keynote: Generations - Lifestyle and Workstyles
Neil Howe, Best-selling author, Millennials Rising, gave us a great overview of the differences between each generation. To belong to a certain generation means experiencing events of those times. He broke down the generational groups as:
Gen X (1961-1981)
GIs were the heroes. They built things, were achievers, and lived through major change. However, when they started to retire, they were distancing themselves from their children and the next generation. First time people were referred to as "senior citizens."
Silent generation were the artists. They are most social, got married younger, were more focused on finances, pension plans and came of age when the older generation was living through the depression.
Boomers are the prophets. They are the generation that expressed individualism. Their principles and values were very distinct: good v bad, right v wrong... They went from 50's children to 60's-70's hippies to 80's-90's yuppies. They like to consider themselves as workaholics. While GIs were looking to retire away from their kids, Boomers want to be near their kids. They tend to retire later and want to keep working.
Gen X are the nomads. They don't feel they are a generation. They are risk takers and lived through an era when divorce rate escalated, school systems deteriorated, and media reflected the "evil-child."
Millennials are the generation that became more involved in the protection of children. "Baby on Board" bumper stickers, safer mini vans, concerns about education, Megan law, bicycle safety helmets. The horror movies about evil children went away and more family friendly movies (Look Who's Talking, 3 Men and a Baby, Sleepless in Seattle, etc.) were the norm. Drug and alcohol consumption declined. Focus has shifted towards Millennials in the media and politics. They are regarded as "special."
Keynote Panel: State of the Industry: Perspective and Predictions
Paul Hockenbury, Comcast
David Boyle, BBC Worldwide
Caryn LoCastro, Google
Kirk Olson, Horizon Media
Moderated by Mark Robichaux, B&C, Multichannel News
This panel discussed "big data", what it means, how it affects their businesses and what tools they are using.
Caryn spoke about YouTube and how they are using YouTube analytics to measure "how-to" videos and the consumer experience.
Paul gave us an overview of Comcast's product, X-1, and how it makes searching content easier for consumers.
The panel also discussed that there is so much original scripted content now's, how do or can consumers keep up. It used to be that there were 100s of channels to choose from but nothing to watch. Now there's 100s of programs to watch but not enough time.
David's concern revolves around the future and how we can better measure all of these technologies. He feels, "the future is now, it's just not distributed equally."
Kirk wants content that has an ad load, but gives the viewer/consumer freedom to choose how they want to receive it and how they want to pay for it. There are so many choices and it's not easy to manage your "video diet."
Search trends, social media measurement, and organized data are starting to deliver on their promise. There are so many more possibilities now for entertainment companies to focus more on programmatic advertising. There may be a future where people can create their own prime time schedule.
GLOBAL CROSS-PLATFORM INSIGHTS
David Tice, GfK MRI
David Hobbie, ESPN
David and David gave and in-depth overview of a study that was done by GfK and ESPN to understand the platforms reached by various demographics (TV, radio, PC, smartphone, magazines), in various Latin American countries (Argentina, Brazil, Chile, Colombia, Mexico.)
The study showed the over the past 3 years, smartphone usage has increased dramatically in the Latin American countries. In fact, it now is nearly even with traditional television in Mexico, growing from 3 min/week in 2012 to over 17 minutes in 2015.
GETTING BEYOND THE NUMBERS:Cross-platform Impact on Purchase and Tune In
Brian Katz, TiVo
Betsy Rella, TiVo
TiVo went over their second-by-second data and their single source data in the auto, CPG, and Rx purchasing categories.
For this study they looked at a network campaign and the exposure levels and brand lifts, and how they changed consumer behavior.
The case study focused on what marketing platforms can help capture hard-to-reach audience, and measure the effectiveness of that reach.
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.