Monday, February 6, 2017

#MediaInsights Day 3 Recap

Day 3 started with co-chair Bruce Friend recapping Day 2, then introducing today's first keynote speaker.

KEYNOTE 1 - MONEYBALL: THE ART OF WINNING AN UNFAIR GAME

Paul Depodesta, CSO of Cleveland Browns, engaged the audience with an overview that there's a certain way that things work.  Whether baseball, black jack, or other situations in life, there’s always that “rule of thumb” that we are taught to follow.  However, sometimes the 'rule' doesn't always work.  It's all about the process. Paul described a process/outcome quad:

·         Good process/ Good outcome = success
·         Good process/ Bad outcome = just unlucky
·         Bad process/ Good outcome = get lucky once, but then rely on that luck to be successful again
·         Bad process/ Bad outcome = recipe for failure 

So, how do you win with a lack of resources? 

Putting together a championship team is like cooking a gourmet meal - you need the right ingredients. We're always asking the naive questions- why is the market down, why is this player struggling? We need a reason, but there not always is a reason, so we try to explain by creating our own cause and relationships.

As with The Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that “rule of thumb” and start new.  Key takeaways he learned from testing these new metrics were:         
·         Find skillful affordable talent to replace high priced starts
·         Statistics can be misleading

He drew comparisons of scouting baseball players to testing programs.  Emotions drive our decisions, and we tend to look for data to support and confirm these decisions, while dismissing any data that contradicts what we believe.

Paul left us with these 3 points: 
·         become aware of biases
·         become relentless in asking the naive question
·         in the game of uncertainty, how can we beat the house? Learn by previous failures to better hit success.

KEYNOTE 2 - INSIGHTS FROM THE 2016 ELECTION

The late morning keynote was actually broken into 3 parts.  Robin Garfield of CNN spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a Q&A with our 2 speakers.

Millennials told us they wanted a candidate who has a plan to:
ü  Create good paying jobs
ü  Make healthcare more affordable

Millennials also told us they didn’t want a candidate who:
ü  Represents “more of the same”
They were looking for a transformational candidate - someone who will “change the government”, and that they were “done with the Clintons and Bushes.”
Most Millennials liked Bernie Sanders, and both Trump and Clinton were viewed negatively.

Not only was 2016 the most watched year on record in cable news (with over 3 million total P2+ aggregate audience), but more people came out to vote in 2016 than ever before.
·         2000 – 105.4 million total turnout (54.2% of eligible population that voted)
·         2004 – 122.3 million (60.1%)
·         2008 – 131.3 million (61.6%)
·         2012 – 129,1 million (58.6%)
·         2016 – 136.6 million (59.0%)

We were show examples of “what-if” scenarios, that demonstrated how close the election really was.
While Clinton’s popular vote lead was just shy of 3 million (65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map showed that the majority of Clinton’s popular vote came from New York and California.  And the 2016 Electoral College hinged on a handful of states, with Trump taking Florida and the Rust Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).


KEYNOTE PANEL - CROSS PLATFORM MEASUREMENT AND THE FUTURE OF MEDIA                  

Jane Clark, from the Coalition for Innovative Media Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom), Carol Hinnant (comScore),
Steven Schmitt (TiVo) and Kelly Abcarian (Nielsen).

The panel gave us a perspective of the industry from the network, agency, and measurement side.  They addressed the integrity of data and optimizing tools for better plans.  They talked about how there’s a constant struggle trying to bring all measurement across all platforms together.

Kelly stressed how measurement needs to be a team sport.  Media companies are more and more starting to own their own data, and that changes the dynamic of the industry.

There is a call from the network and agency side for duration weighted viewable impressions across all platforms, and the measurement companies just aren’t there yet.  The question remains – how do we get there?


The Day 3 afternoon Audience Insights breakouts were:
Ø  MULTICULTURAL TV AUDIENCES ON TWITTER – Meghann Elrhoul, Twitter

Ø  FULL SPECTRUM: ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE – Thomas Grayman, SpikeTV


The Innovations in Media breakouts were:
Ø  USING TRENDING DATA TO UNCOVER THE WHITE SPACE – Rob McLoughlin, POPSUGAR

Below are the Track 1 - Targeting Viewers case studies:

QUANTIFYING CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA

ESPN's David Hobbie gave us insight to David's study focused on an advertising campaign during this past year's Olympics in Rio, and the impact and brand lift experienced on ESPN Latin America.


THE STORY OF KIDS MEDIA

The last case study track of the conference had Theresa Pepe of Viacom give us an in depth look at kids’ data and... The Story of Me.

We learned about kids under 11 and how they are the most diverse kids ever. They make up 15.4% of the US population, and are extremely persuasive. 
Theresa showed us a breakdown of these kids focusing on:
·         My beginning
·         My world
·         My family
·         Myself
·         My friends
·         My tech
·         My dreams
·         Me in a nutshell. 

Since they were born these kids experienced: 
- The first Black president 
- Terrorism
- Marriage equality 
- Great recession 
- YouTubers 
- On demand 
- Social Media 
- Device overload 
- Gender neutrality 

Their role models are their families… and some celebrities.  While 78% of girls look up to mom, on 58% of boys look up to dad.  26% said the look up to a grandparent, while the rest of their role models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister (15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).

And they are busy!  6.2 hours of the day they are in school, while the rest of their day entails sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities (.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26% of their day.)

In their free time, they watch TV (48%), play with toys (43%), play video games (33%), and play outside (18%).


CONFERENCE WRAP-UP

The Conference concluded with a wrap-up with the year’s co-chairs and the advisory panel giving their feedback of the sessions, discussing plans for next year’s conference, and taking questions from the audience.

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