Wednesday, February 3, 2016

Media Insights & Engagement Conference Day 2 Recap

Keynote

TOTALING UP TOTAL AUDIENCE

Kelly Abcarian, Nielsen

Kelly spoke about the growing number of media devices and how they take up the consumer's day.  We saw that young people are the drivers of most device usage, with a virtually even distribution between TV, DVD, DVR and video game console.

Decline in TV has been more than offset by the increase in smartphone and tablet usage. Because of these shifts, measuring total audience becomes more important to understand our consumers.
Kelly pointed out 4 key areas we need to focus on:

1. Measure every audience cell across all platforms with identical ad loads.
2. Create a comparable measurement that aligns all metrics between linear and digital.
3. Separate ad measurement from the measurement of content
4. Create a ratings solution for video, audio and text.

 Nielsen is driving toward building a platform to connect total audience as a solution for the Industry.

Keynote Panel Part 1

STATE OF THE INDUSTRY: KEEPING UP WITH MEASUREMENT

Alan Wurtzel, NBCUniversal
Artie Bulgrin, ESPN
Harvey Goldhersz, GroupM
Tom Ziangas, AMC
Moderated by Jane Clark, Coalition for Innovative Media Measurement

This panel of esteemed researchers covered industry issues we face on a daily basis.
Tom touched base about his struggles, ranging from tools, devices and gaps in the knowledge of how to understand and use them. 

Artie gave a great analogy of how trying to measure content across all platforms is like the Mets in the World Series - leading for 8 innings but unable to get the job done.

However, Alan and Harvey are very optimistic about 2016. We keep making strides and are closer than ever to a solution.

We heard about the conflict of measurement between each platform, our need for standards in the industry, a need for simpler technology, and how we need to partner and work together to make cross-platform measurement a vital priority.

We have more information today to share with advertisers that can help us better understand consumers and agree on a standard industry currency. We do need, however, a solution to provide a currency across all platforms.

Keynote Panel Part 2

STATE OF THE INDUSTRY: KEEPING UP WITH MEASUREMENT

Carol Hinnant, Rentrak- ComScore
Brian Katz, TiVo
Joan Fitzgerald, ComScore
Kelly Abcarian, Nielsen
Moderated by Howard Shimmel, Turner

After hearing from researchers from the network and agency side of the business, Howard addressed similar industry concerns to this panel of data measurement providers.  The overall desire from the group is to be open and work together to create a collaborative effort to benefit advertisers and programmers alike. 

We heard about each panelist's ideas and their roadmap to provide data for the "one-stop shopper."  Nielsen wants the marketplace to grow with an independent measurement tool. TiVo is already provided matched data from single source panels to better understand viewers as consumers.  ComScore is looking at advanced targets in addition to age/sex demographics to create a better currency.

Afternoon Breakouts

ACTIVATING ON TV AND PRODUCT TARGETS IN THE DIGITAL ECOSYSTEM

Karen Ramspacher and Christie Kawada, GfK MRI

Karen and Christie gave us a fun and in-depth look at binge viewing, streaming, mobile viewing and the effect of digital alternatives.  We saw the trends in cord cutters, cord shavers, cord nevers, cord returners, cord increasers, and cord loyalists, and their intentions.

They also explained how mobile is not just streaming video, but audio and games as well.
They explained how MRI is developing new studies to "find the right target."  They are focusing on leveraging existing MRI data and integrating that with client first party data to create the most actionable digital brand targets, customer segments and custom-made targets in the programmatic world.

THINK TANK: WHAT MULTI REALLY LOOKS LIKE

Theresa Pepe, Viacom

This was an entertaining and informal look at the different faces of MULTI America.From multi-cultural to multigenerational, we are competing for mindshare among the most diverse universe of consumers ever.  This session exposed the myths and realities of who's really out there, and gave us some interesting stats to prepare us for what's next to come.


Theresa joked about how technology is changing so fast that she relies on her 13 year old son to teach her how it works.  

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