In our recent insights interview, we sat down with Thomas Kralik, VP of Campaign ROI, Revolt to discuss how to reach the new age media consumer.
Here’s what Kralik had to say:
What is the state of the media research industry in 2017?
Kralik: The research industry is an exciting place to be in 2017. It is a place where a researcher must be fluent, not only in measurement, but understanding the consumers media habits and lifestyles.
What have been the biggest changes in the industry since you started your career?
Kralik: It used to be that a media company could put a program on the air, promote it to a demographic, and get viewers to watch. Today, the media industry is being led by the consumer based on their habits and lifestyles. This provides opportunities to a media company because it can engage consumers via social, digital, linear, throughout the entire day These tools need to be used to establish an emotional connection with the consumer.
Have the influx of social media and mobile made your job easier or harder?
Kralik: It’s neither harder nor easier, but different. Social, linear and digital work in tandem, so research has to be involved throughout the process from conception to execution.
How has the media consumer changed in the past few years?
Consumers are in charge. New technologies have given them opportunities to access content anytime, anywhere. Consumers can now design their “packages” based on their habits and needs.
How can media companies do a better job reaching the new age consumer?
Media companies need to be completely abreast of new technologies and how and why they are used. They need to be very deliberate in how they combine and execute content.
What is the biggest challenge in the media industry today?
Coming up with an agreed upon methodology for measurement that is accepted by the industry.
Where do you see media research moving in 5 years?
Technology and consumers must determine that, but I could see viewership and measurement moving closer to a digital measurement than linear.