Thursday, February 25, 2016

OmniShopper 2016 Brochure Now Available


The OmniShopper 2016 Full Agenda is Now Available

With the constant threat of new, innovative categories and retail formats emerging as fierce competitors in an already cluttered omnichannel world, established brands and retailers are forced to take more risk in their approach to developing insight and activation strategies that define the future of commerce.

The 2016 agenda is designed to elevate total store shopability - be that on-line, in-store or in-home - in order to stay relevant in today's tech and shopper driven retail landscape.

Download the 2016 agenda: http://bit.ly/1QgkLzb

Check out these NEW experiences at OmniShopper 2016:
1.       Meet Daniel Kahneman, Nobel Prize Winning Psychologist and Best-Selling Author, Thinking, Fast and Slow.
2.       Personalized Input From Legends and Leaders
3.       Digital Chart Challenge
4.       Retailer and Manufacturer Exchange
5.       Immersive Learning Experiences: Pre-conference workshop, storytelling workshop, offsite field trips.

Join us to collaborate with key shopper stakeholders and take home new insights and activation strategies to champion the next best practices at your organization.

Use code OMNI16BL for $100 off the current rate. Get tickets now: http://bit.ly/1QgkLzb
 
Hope to see you in Chicago this summer!

All the best,
The OmniShopper Team
@OmniShopper
Themarketresearcheventblog.iirusa.com


Wednesday, February 24, 2016

The Human Element of Growing Your Business

Photo by Pixabay.com

"Imagined experiences are processed the same as real experiences. Stories create genuine emotions, presence (the sense of being somewhere), and behavioral responses engaging our right brain and triggering our imagination. By engaging our imagination, we become participants in the narrative (empathy)." - Pamela B. Rutledge, Ph.D., MBA, Positively Media, The Psychological Power of Storytelling

During the Media Insights & Engagement Conference earlier this month, Kelley Styring, Consumer Insight Strategist and Principal, Insight Farm, presented "The Human Element: Strategies to Observe, Engage and Connect."

Kelley asserted that although today's technology offers unlimited opportunities to connect with our audiences on multiple platforms, many of us struggle to make powerful connections with those audiences. This is because real communication takes place between people, not devices.

During her presentation, Kelley helped attendees look beyond merely modeling, averaging or guessing about the people who make up our audiences. She explained how to intentionally observe behaviors, engage to achieve authentic understanding and develop powerful connections with the human element. 

According to Kelley, observing with impact involves active observation and deep inquiry. "Slicing" is also important by observing a finite task in a defined space. A small number of broad-based, in-depth interviews can provide an expandable base to help identify the problem and the reasons behind it. 

Kelley describes these concepts and how they can support your business in "Five New Ways to Breathe Life into Qualitative Research", Quirk's Marketing Research Media.



Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

Tuesday, February 23, 2016

How the Social TV Landscape is Evolving

Photo by Pierre Bouillot

During the Media Insights & Engagement Conference earlier this month, Erika Faust, SVP, Client Service, Nielsen Social, presented "The Evolving Social TV Landscape." 

Why does social media matter for TV? According to Erika:
- Social TV corresponds with audience engagement through total earned activity.
- Social TV relates to TV ratings through the differences by social network.
- Social TV benefits advertisers through paid media.

Here are additional insights she shared on the social TV transformation:

- Social networking is growing. 60% of smartphone and tablet owners use devices while watching TV at least once a week.

- Minute-by-minute fans respond to linear TV. Twitter activity has a strong (79.5%) correlation to neurological engagement, a signal of general audience engagement. Social activity spikes during live airings.

- Authors that tweet about programs can drive earned media for advertisers. 

- Social activity could help signal TV premiere success. Twitter data helps anticipate 5 out of 10 new series premieres for 18-34 audiences. 

- Linear drives most tweets about TV today. 92% of tweets from streaming and linear group are about linear programs.

Stay turned for more conference highlights!



Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

Monday, February 22, 2016

TV's Transformation - Revolution or Reinvention?

Photo by Todd DeSantis

During the Media Insights & Engagement conference this month, David Boyle, BBC Worldwide, presented "Revolution or Reinvention? Some Straight Talking on TV's Transformation."

Here are his insights into this reality:

- Things are changing, but it's a slow revolution not chaotic disruption. Mainstream is still largely unaffected. Data indicates linear TV resilience in the face of massive innovation.

- However, major effects are around the edges. We need to adapt to the changing habits, particularly for younger people. For example, when millennials and non-millennials were asked "What are the top 3 media you would take with you to a desert island?", here's how they responded:

Millennials:
1. Social media
2. Music
3. Subscription OTT (Over the Top)

Non-millennials:
1. Radio
2. Free to air TV
3. Pay TV

- The rise of new devices and new screens provide new opportunities to reach fans and extend brands

- Big Data, Data Science, Social Media Analytics are now starting to deliver the magic they have been promising for so long. How we learn about consumers can now shift also. The "old world" research was active monitoring/recall-based research among carefully selected people. It was slow, expensive and limited in scope, geography, etc. The "new world" research includes many data signals, massive computing and advanced computer science to interpret. It's now about 'listening' to all the digital, social signals left by everyday behavior. It includes most types of people, and is quick, cheap, wide in scope, and global.

Stay turned for more conference highlights!



Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

Friday, February 19, 2016

What Did We Learn About TV in 2015?

Photo by Stefanus Martanto Setyo Husodo

During the Media Insights & Engagement Conference this month, Jon Giegengack and Peter Fondulas, Principals, Hub Entertainment Research, presented "2015: Top TV Trends." 

Here are their key findings:

1. TV, Redefined: fundamental changes in when, where and how people watch TV.
More viewers set their own TV schedule: 53% of episodes are time-shifted in some way. 42% prefer to time shift even current shows over watching them live.
- More online shows are watched on TV sets: 71%.
- 56% binge view (watch 3+ episodes in a row) at least occasionally.
- The end result: Live TV is becoming situational rather than a default.

2. MVPs: Most Valuable Providers. Viewers see new TV sources as a better deal.
- Netflix is perceived as the TV source that provides the best value for the money.
- In general, pay TV subscribers who also have Subscription Video on Demand (SVOD) feel their SVOD service delivers much better value.

3. TV, Everywhere (TVE): On paper, it's an ideal solution. So why isn't adoption higher?
- 71% of the pay TV customers who could be using TVE, are not because . . .  
. . . they don't know about it. 53% of those who have not used TVE say they didn't know it existed.
. . . they don't understand it. 54% of people who have not tried TVE believe it costs extra to use.
. . . there are easier alternatives. 49% don't use TVE as much as they could because Netflix and Hulu are easier to use.
. . . and less complicated ones. 49% say the difficulty of finding shows across many apps, networks and providers reduces the appeal of TVE.

4. Content Overload: Viewers have embraced the volume of TV available online. Now they need a way to navigate it.

Their conclusions:

1. Viewers create DIY bundles with multiple sources and multiple devices.

2. They are excited about content options, and use them. People spend more time on shows they really love. They choose platforms with deeper catalogs and stacked episodes.

3. Right now the options are too hard to manage. It's hard to know where to start. Discovery drives choice of platform. Biggest want is universal discovery.

4. SVOD providers are the best. They make discovery easy.

5. TVE could reduce this gap, but most who could use it don't.

6. Create more users by showing the value proposition of TVE - how is it different? Provide consistency for a simpler experience.

Stay turned for more conference highlights!



Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 







Wednesday, February 10, 2016

OmniShopper 2016 Keynote Line-Up Just Announced

Generate Fresh Insights & Predict the Future of the Retail Industry

The OmniShopper Conference is the industry's annual meeting place to uncover new techniques and methodologies, generate and activate insights and develop shopper driven marketing strategies to transform retail. Uncover next best practices and ensure insights remain at the heart of YOUR business.
OmniShopper 2016
July 11-13. 2016
Radisson Blu
Chicago, IL

Discover what's new in how consumers plan, shop and share in the OmniChannel world.

Here is the OmniShopper 2016 Keynote Lineup:

·         Understand What Shapes our Choices, Judgements and Decisions
Daniel Kahneman, Nobel Prize in Economic Sciences, Best-Selling Author, Thinking Fast & Slow
·         Innovate the Physical Retail Space with Emerging Technologies
Jill Renslow, SVP Marketing, Mall of America
·         The Future of Retail, a Retailers Perspective
Sumaiya Balbale, VP of Marketing, Jet.com
·         Top Trends in Marketing and Selling to Women in 2016
Bridget Brennan, CEO Female Factor and Author, Why She Buys
In the midst of a rapidly evolving omnichannel world, a rock solid understanding of shopper behavior and their evolving expectations has never been more critical.

All New Experiences Maximize Networking, Learning & Fun

·         Immersive Learning Experiences
Pre-conference workshop
The Shopper Insight Lifecycle: Best Practices from Generation to Application
·         Retail Manufacturer Exchange
Define the value of insights and total store shopability
·         Interactive Keynote Q&A’s
Personalized input from legends and leaders
·         Digital Cart Challenge
Shop each booth and the biggest basket wins!
And much, much more!

Want to be the first to know when the OmniShopper 2016 full program is released? To request a brochure, click here: http://bit.ly/1Rq3o3h

Use code OMNI16LI for $100 off the current rate. Buy tickets here: http://bit.ly/1Rq3o3h

We hope to see in Chicago this summer!

Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper16


Friday, February 5, 2016

Media Insights & Engagement Conference Day 3 Recap

By: Jim Bono

The morning of the last day of the Media Insights Conference kicked off with co-chair Pam Pearce recapping Day 2. She mentioned some key points from Marilyn Stephens and Duane Varan's keynote presentations.

KEYNOTE:

CYBRIDS: THE NEW FUTURE BEGINS - Erica Orange, The Future Hunters

Erica started off her keynote with a fun math game that had nearly the entire room thinking about grey elephants from Denmark.  She explained that these are the type of scenarios that she deals with on a daily basis. She went over how Future Hunters focuses on long term social trends and macro trends.

She pointed out there major observations of the global transformation of the economy:

1. Confluence of disruptive technology at each transition
2. Economies do not replace each other, they layer on top of each other
3. The amount of time between transitions is collapsing

She gave us an overview of how a new cyber-hybrid generation - "Cybrids" - has emerged from these economic changes.  We learned how they exist in different growth areas like Time Space, Cyber Space, Innerspace, and Play Space.   They are the generation that "could swipe before they could walk."

These people are well educated, go beyond "digital natives", and have fully symbiotic relationships with technology. They are also industrious, collaborative, entrepreneurial, community-oriented, financially prudent and eager to build a better planet.

CASE STUDIES:

Each finalist was given 10 minutes to present their case study, and the audience then did an online vote to determine winner.

·         Memory vs. Engagement: Tut Promo Research - Thomas Grayman, Spike TV
·         #ThisIsGenX - Rich Cornish and Tasja Kirkwood, Viacom (winner)
·         Visual Fixation as Viewability: Why Ads Require Less Than 1 Second to Process - Duane Varan, MediaScience and Nathalie Bordes, ESPN

BREAKOUT SESSIONS:

Wednesday's Breakouts were broken into three groups:

·         Measurement: Defining a New Standard
·         Multi: Cultural/Generational/Platform
·         Audience Insights: Getting Beyond the Numbers

The Audience Insights breakouts were:

MILLENNIAL MOMS - Theresa Pepe, Viacom

Theresa gave us some interesting insights about the differences between Gen X moms and Millennial moms. The initial thought was a mom is a mom and there were a lot of similarities between the two.  But after some testing, and putting both groups in a room together, there were some very distinct differences between the moms from different generations, mainly which Millennials want to be the "fun mom" compared to the Gen X-ers who want to be the "responsible mom."

While Gen X moms are concerned about things like technology, work ethic, respect and tend to be conservative/traditional, the Millennial moms are more focused on technology, music/pop culture, clothes and tend to be more liberal/tolerant.

·         Millennial moms feel they are the first generation to...
·         Be connected to my parents by cell phone
·         Watch/buy anything on demand 24/7
·         Be famous, successful, own a business, ANYTHING
·         Have a vote, a choice, and a voice in all things
·         Focus on happiness over wealth

BUILDING A FRANCHISE: CONCEPT, CONTENT, CREATIVE AND COMPLETION 

Karen Miller and Melanie Schneider, AMC

This presentation gave a look at the roadmap and obstacles that AMC faced once they needed to create a new series as Walking Dead comes to an end.  "Enter the Badlands" brought new challenges as they needed to understand Martial Arts vs drama.  The show couldn't just be martial arts and violence, and once the program description and character development was outlined, it became evident that a program could be created for martial arts fans and drama fans alike.
They were able to create a marketing plan that focused on 3 drivers: purpose, power, loyalty.

KEYNOTE:

THE HUMAN ELEMENT: STRATEGIES TO OBSERVE, ENGAGE AND CONNECT 

Kelley Styring, Insight Farm

The last keynote of the conference looked at how consumers filter through all the clutter that they face every day and how we can understand them and better reach them.  We heard how we as humans react to conflict and behavior, and how storytelling plays a large part of those reactions.

There's a human need for storytelling and interaction using multiple technology devices. We are evolving but technology is evolving much faster.  And though we have all of these devices, it's humans that communicate with each other, not the devices.   We need stories to connect, 
communicate and create genuine emotions, and have those stories become a currency of engagement.


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. 

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.  

Tuesday, February 2, 2016

Context Matters in the New Media Landscape

Photo by Alana

"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

Stay turned for more conference updates and insights on why context matters in the new media landscape!


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 








Monday, February 1, 2016

Turning Trials into Triumph in the New Media Landscape

Photo: Tony Grove Lake, United States, by Greg Rakozy

"Dwell on the beauty of life. Watch the stars, and see yourself running with them." - Marcus Aurelius, Meditations

During Day 1 of the Media Insights & Engagement conference, Ryan Holiday, media strategist and author of The Obstacle is the Way and Growth Hacker Marketing, encouraged attendees to embrace Marcus Aurelius' philosophy of Stoicism to turn adversity into an advantage. 

According to the Internet Encyclopedia of Philosophy, "the aim of Stoicism was not merely to gain a rational understanding of the world but to allow that rational understanding to inform the way in which one lived." 

"In any and every situation - no matter how bad or seemingly undesirable it is - we have the opportunity to practice a virtue," Ryan asserts. During his presentation, Ryan explained that many icons of history followed this philosophy - from John D. Rockefeller to Amelia Earhart to Ulysses S. Grant to Steve Jobs - to turn obstacles into opportunities.

The three disciplines of this philosophy are:
- Perception: what we tell ourselves an obstacle means
- Action: seeing the obstacle as an opportunity, then taking advantage of that opportunity
- Will: what you bring to overcome the obstacle

Today, many of the conference presenters explained how they are applying this philosophy to navigate the new media landscape.

During his presentation, "Revolution or Reinvention? Some Straight Talking on TV's Transformation," David Boyle, BBC Worldwide, said "that things are changing, but it's a slow revolution, not chaotic disruption." He explained how it's not a "doom and gloom" situation, but one from which we can learn to adapt to the new ways of learning about our customers.

This philosophy can also be seen In Chanon Cook and Kathleen McLean's presentation, "Keepin' it Together: Maintaining the Connection between Content and Brand Today." They explained how Comedy Central is overcoming the challenge of meeting customers on their own terms for viewing content, while successfully maintaining the critical connection between brand, content and viewer.

In "Measurement Science: Unlocking Data's Potential," Pat Pellegrini, Ph.D., Simmons Research, explored how Simmons is taking on the challenge of minimizing sample burden, maximizing passive data collection, and modeling and calibrating across data.

Stay turned for more conference updates and insights on ways to triumph in the new media landscape!


Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com. 

Media Insights & Engagement Conference Day 1 Recap

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:

GI (1901-1924)
Silent (1925-1942)
Boom (1943-1960)
Gen X (1961-1981)
Millennial (1982-2004)

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. 

Afternoon Breakouts:

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.