Thursday, February 2, 2017

#MediaInsights Day 2 Recap

After co-chair Rob McLoughlin gave a recap for Day 1 and a look at what to expect for Day 2, Amber Case, author of Design for the Next Generation of Devices, presented our first keynote: 

MULTIDIMENSIONAL MEDIA & THE FUTURE OF ENGAGEMENT

Here, we got a comical look at connected devices and how the average consumer has become dependent on them. She gave us a look at products like PetNet, and how the Web and technology play a major role in self-development.

Day 2's second keynote DIGITAL HUMANISM: THE COMING AGE OF CONTENT featured Edwin Wong of Buzzfeed and his insights on Recoding Culture.  We got a look at Millennials and how culture is being reshaped and where it's headed.

76% of Gen Y say "it's the norm to be radical" (as opposed to 60% of Gen X).
Buzzfeed measured 4 millennial groups: Omegas, Sigmas, Cult Kids, and Nichesters and the strong overlaps between these groups.
Wong stressed how we're moving towards the end of demographics, evolution of psycographics and the rise of the individual.
Tobin Trevarthen of 21st Century Narrative and author of Narrative Generation was our next keynote speaker - BEYOND THE STORY: WHY YOU NEED A NARRATIVE.

Tobin covered:
·         what is a narrative
·         why you need a narrative
·         story vs. Narrative
·         building a narrative
A narrative differs from a story. More directly, a narrative is a mosaic of related, contextual stories that inform and define one's perspective.
A story has a beginning, a middle and an end.  A story has a plot, and acts as a one-way monologue.
A narrative is endless, and has a more interactive dialogue.
Tobin showed how Tesla automotive expanded the brand narrative to reach consumers.

Our last keynote of the morning had Mainak Mazumdar, CRO of Nielsen, speak of ADDRESSING TRUST AND TRANSPARENCY WITH BIG DATA IN TV MEASUREMENT.

Recently data sets had errors and inaccuracies in station crediting, time shifted content and missing live viewing.  Mainak addressed 2 key questions:

·         what is our "ground truth?
·         how do we understand and correct for biases?
Nielsen used RPD data along with 200,000+ high quality person's panel to address methodology challenges.

The first of Day 2's Track 1 case studies (Targeting Viewers) was CHANNEL ME, presented by Jason Shalaveyus from Starcom and Nicole Tramontano from Turner. 

Despite the industry pendulum swing away from engaged reach towards efficiency and programmatic buying in recent years, Starcom and Turner set out to determine:

·         Relative importance of contextual factors
·         Range of impact
·         Net effect
·         Prevalence of optimal contexts among segments
Top findings included:
·         easy wins where you have high control over highly influential factors are hard to come by
·         content has a stable shelf life, but ads spoil quickly
·         relevance is important
Armida Ascano and Gil Haddi from Trend Hunter presented our next Targeting Viewers case study 

GEN Z: DIVING INTO THE YOUTH GENERATION.

Trend Hunter is helping clients find the stories that connect them to Gen Z (infants to 17) - what defines them and what they mean to Media.  They are not as big as Millennials, but they are just as important.  By 2020, Gen Z will be 40% of the consumer base.

Gen Z is the most diverse generation, and they are underrepresented in the mainstream media. As a result, they:

·         turn to influencers who look and speak like them
·         already have the tools, creativity and desire to create, but do not enjoy passive media consumption
·         are swapping in aspiration for realism
As content providers, we need to choose influencers and messaging with this in mind.
A nearly packed room showed up to see Melanie Schneider (AMC) and Stephanie Yates (WE) present their case study VIEWER CHOICE: PRIMETIME ALL OF THE TIME.
TV viewership has shown downward declines over the past 5 years.  However, content is up more than ever.  How are we able to watch all this content?  Technology has propelled viewer choice.
AMC Networks did a study focusing on content, taking a deeper dive into Nielsen respondent level data exploring viewers, their habits, and how they watch content.

Our last Targeting Viewers case study for Day 2 was THE OTT CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO CONSUMPTION 
presented by Tamara Barber from Simmons Research.

Video consumption is not just linear and live anymore.  Simmons looked at comprehensive video measurement across linear, SVOD, OTT and other connected devices.
OTT users are psychographically different. The Top 10 OTT user attributes included:

·         more digital
·         more social media
While the Top 10 attributes for non-OTT users included:
·         use cell phone for calling only
·         read newspaper daily 

Simmons is hoping to use psychographics to optimize Media planning and buying.

No comments: