By: Jim Bono, Vice President, Research, Crown Media Family Networks
MI&E Conference Director Rachel McDonald started off the day welcoming this year's attendees and introducing this year's co-chairs: Janet Gallent (NBCUniversal), Rob McLoughlin (POPSUGAR) and Bruce Friend (Maru/Matchbox).
Bruce then sat with Turner's Howard Shimmel for the OPENING KEYNOTE INTERVIEW: Re-Imagining the Future of Television. Recently, at a Cynopsis conference, Shimmel said "we're at a measurement crisis." Elaborating on that comment, he explained how it's 2017 and we still do not have a robust cross-platform solution for our industry. Advertisers want an infrastructure that allows more exposure than just reach and frequency. With Total Audience, we still don't know what to do with it.
They also discussed the Turner Ad Lab, and how people go to Netflix, Hulu, etc., to watch content without ads. What can we do to make the advertising experience better for the consumer? Howard believes that the industry should have a published document that mandates what currency data research vendors should provide for the content providers. As new platforms are emerging, we need to better understand where those consumers are going to find content.
Bruce asked about big data and how it's all the rage. As an industry where do we go from here?
Howard explained how there is an abundance of research tools out there. We just haven't done a good enough job telling our clients that we have all these tools. Big data is a component to an overall data framework. We need to know when to use it and not to use it. Sometimes Big Data can be wrong data.
Bruce also questioned how new companies are great with tech but don't understand the data they deliver. However, other great long-time research companies are very good at analyzing data but don't have the tech. Howard feels that there's nothing wrong with using a combination of data sets like Nielsen, MRI, and panel data to come up with the best solution. Unfortunately, there are too many companies that reach out and don't really understand our businesses.
He still believes that survey research is important to our industry as data tells what, but not why.
KEYNOTE: The Importance of Race and Ethnicity in Reaching Millennials
Cathy Cohen, Professor at University of Chicago, gave us a very entertaining look at millennials and the importance of race and ethnicity among this group, especially regarding this year's election. The majority of Millennials in the US are Hispanic and African-American, and by 2060 White will be a minority. In this past year's election, more African-American and Latino Millennials voted for Democrats, while there were more white Millennials voting Republican. However, in the 2016 primary vote the choice among all Millennials (regardless of ethnicity) was Bernie Sanders.
Cohen's presentation covered:
- · The complexity of Millennials through a racial framework
- · Researching race and Millennials
- · Rise of Millennials in the workforce
- · Importance of Millennials in the Political force
Millennials are becoming an increasingly important electoral demographic. The share of eligible voters that are Millennials has grown during last 3 elections:
- · 2008 - 23%
- · 2012 - 29%
- · 2016 - 36%
Cohen also addressed the six key problems with studying Millennials:
1. Generational frames / over-representation of white Millennials
2. Under investigation of white Millennials
3. Homogenous communities of color missing Millennials
4. Segmentation of Millennials of color - pick one!
5. Millennials as experts of Millennials - homophily
6. One-offs or waves - assumes stability in taste, preferences and decisions
KEYNOTE PANEL: How Consumers Engage with Programming Across Social Platforms
Sean Casey from Nielsen Social Guide moderated this morning's Keynote Panel featuring Brian Robinson (Facebook), Tom Ciszik (Twitter), Guy Ram (NBC), Leslie Koch (HBO).
Insights focused on the evolution of social media and how quickly it's grown.
Consumers spend 5.5 hours per week using Social Media on their smartphone.
64% of consumers use smartphone while watching TV.
1.2 billion interact on Social referring to TV.
After breaking for lunch hour afternoon consisted of Concurrent Tracks. These case studies were broken into three groups:
- · Track 1 - Targeting Viewers
- · Track 2 - Audience Insights
- · Track 3 - Innovation in Media
Track 1 - Targeting Viewers case studies:
From Ordinary Target to Persuadable Target
David Kaplan from Bravo, along with Zach Schessel from NBCU and Peter Bouchard from Civis Analytics, discussing how to hit the right target audience and "swing" viewers. The presentation also looked at how to attract casual viewers without alienating the core viewers.
Key takeaways were:
· The different creative approach is often required for on-air vs. off-channel to drive maximum impact with loyal and casual viewers
· Casual Bravo viewers may all have some affinity for the network but only the "swing viewers" in this group can be readily persuaded to deepen their commitment and watch more
· An ads positive persuadability should be balanced with any potential backlash effects to ensure a net positive effect
· Not all swing viewers are created equal, eg. consumers in different DMAs can have a varied response to creative hooks
Viewing Predictions & Inventory Optimization: The Secrets to Success in Audience Targeting
Steve Schmitt of TiVo showed us how TiVo is helping clients get from traditional linear to non-linear content, and how they improved campaign performance using optimizers and brand targeting. His presentation focused on how:
· TV consumption has undergone profound changes, especially Millennials age 18-34
· Total video consumption continues to expand with DVR, VOD, SVOD and online/mobile viewing extending the power of linear TV
· Linear TV has majority share, but it is declining as on-demand options expand
Concepts on the rise are binge viewing, on-demand, cord-cutting and cord-shaving, while things like appointment viewing and one-size-fits-all on decline.
Online Video in the Toolbox: A Must Have
Darlene LaChapelle and Maya Abinakad from AOL talked about the top drivers for video growth, with "social media video offerings" and "better quality creative" leading the way, and how online video growth is driven by mobile devices.
· Online video viewing on a smartphone is on par with that of a computer
· Consumers indicate they have few technical barriers watching online video on their smartphones, but get the convenience of watching anywhere, anytime
· 62% said I watch more online video today than one year ago
· 62% said in the next 6 months I expect to watch more online video
Laptop/desktop (70%) is still the leading device on which online video is watch daily, just edging smartphone (67%)
How to Engage Multicultural Millennial Influencers in 2017 and Beyond
Our afternoon continued with our only Track 1 panel. The panel was moderated by Horowitz's Adriana Waterson, and we heard from Michele Meyer (Univision), Tom Kralik (Revolt) and Lia Silkworth (Telemundo) as they discussed their key takeaways about multicultural millennials and the importance of this audience in our business today, as leading consumers of cross-platform media.
· Hispanics are leading the charge in cross-platform media consumption
· Millennial and Gen Z trends ARE multicultural trends
· Gen Z is more diverse and multicultural and are digital natives
· If you join a multicultural network, your general market skills may not "translate"
The Next Generation of Ad Effectiveness
Our first day concluded with this presentation from Chris Kelly at Survata.