Friday, February 20, 2015

The Media Insights & Engagement Conference 2015 Executive Summary is Here

This year, The Media Insights & Engagement Conference brought together leaders from the best of the media industry including: ESPN, NBCUniversal, Disney, ABC, Viacom, CBS, Scripps Networks, Turner Broadcasting, Revolt TV, Comcast, Netflix, AMC, Discovery Communications and more. They collectively explored the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event proved to truly be the place to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships.

The feedback from this year’s event was overwhelmingly positive. Check out what people had to say about it:

“An awesome conference that provides a once-a-year enclave for researchers looking to share ideas, keep current with trends and learn more than they expected.” -Theresa Pepe, VP, Ad Sales Research, Nickelodeon Group, Viacom Media Networks

“The Media Insights & Engagement Conference is one of the most efficient ways to keep on top of (or even ahead of) the rapid and unprecedented changes in the media environment.” -Jess D. Aguirre, SVP Research & Media Planning, Crown Media Family Networks

“The Media Insights & Engagement Conference has become the ‘must attend’ event to hear candid and uncensored insights from the top echelon of today’s TV research thought leaders.” -Robert Miner, President, Miner & Co. Studio

“The Media Insights & Engagement Conference hit the rare trifecta of an event, topical program agenda, insightful speakers and an engaged audience.” -Tom Ziangas, SVP, Research & Insights, AMC Networks

From iconic speakers, to brilliant presentations, to collaborative workshops, and unforgettable experiences, download the executive summary of highlights and takeaways from The Media Insights & Engagement Conference 2015: http://bit.ly/1zsXXUg

Overall, this year’s conference was a success. Technology is constantly changing, and The Media Insights & Engagement Conference helped the attending researchers to stay ahead of the curve to be successful in reaching their audiences.

Jim Bono, VP Research, Crown Media Family Networks, wrote: 

“Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day. Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers. Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year's conference in Fort Lauderdale.”

Download the executive summary here: http://bit.ly/1zsXXUg

For more on The Media Insights & Engagement Conference and the latest in media insights, visit our social media channels at any time on LinkedIn, Facebook, Twitter, YouTube and Blog for more.


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Thursday, February 12, 2015

The Most Creative Super Bowl Ads of 2015

The 2015 Super Bowl saw last gasp defending, dancing palm trees and a 4th Super Bowl win for New England Patriots quarterback Tom Brady. However, off the field there was a lot of hype over the commercial breaks and which ad would get the best reaction. Despite there being a general consensus that the majority of the adverts didn’t live up to the excitement I picked out my favorites that I thought were a success:

Budweiser “Lost Puppy” – After the massive success of the 2014 commercial, the beer company went for the cute puppy as the main focus of the ad again. This year shows the story of how a puppy finds its way home after accidentally getting lost. The commercial plays on the watchers emotions by evoking sadness, fear and in the end a sense of relief and happiness culminating in the ‘#BestBuds’ slogan. At the end of the day you can’t beat a happy ending, when there is a cute puppy involved! Watch the full commercial here.

Doritos “Middle Seat” - The tortilla chip company once again offered $1 million to the best ad created by the public. The one that stood out for me was of a man on an airplane trying to keep the seat next to him free. He cuts his toenails, plays the recorder and does other silly things, before seeing a pretty blonde who he’d be happy to sit next to, so produces a bag of Doritos to tempt her. The twist and sucker punch for the protagonist is that the lady has a baby so all his work is ruined anyway. The ad is a very easy watch and produces a lot of laughs. Watch the full commercial here.


Toyota “How Great I Am” – This advert ranges from powerful, to elegance, to passionate and sexy. It features Amy Purdy the Paralympic bronze medalist in snowboarding and recent Dancing with the Stars phenomenon with Muhammad Ali’s ‘How Great I Am’ speech playing over the top. It shows Purdy going through the struggles and hard work in training and has features of the new Toyota throughout. It is a very powerful advert that really stuck in my mind. Watch the full commercial here.
 
Fiat – The carmaker show off their new product that is a crossover and larger version of their 500 version. The ad depicts an unfortunate, but amusing older Italian man who loses a little blue pill that eventually falls into a Fiat 500 which causes it to bulk up and get a lot bigger. Despite maybe causing some awkward conversations for parents, the commercial combines the amusement of an unlucky old Italian man with slightly crude, but effective hilarity of bulking an already successful car to create a great ad. Watch the full commercial here.

Other notable ads included the Snickers advert featuring the Golden Girls and Kia’s entry involving ex 007 Piers Brosnan. The most memorable commercials were the ones that really draw the watcher in and evoke a sense of emotion, whether it makes them laugh, cry or feel inspired. The most successful for me was once again the Budweiser commercial, it was a real good feeling ad which threatened to break the resolve of my English stiff upper lip nature!

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.


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Friday, February 6, 2015

Summary of The Media Insights & Engagement Conference Day 3

The final day of The Media Insights &Engagement Conference started off with co-chair Tom Ziangas giving us a recap of Day two.

Once again, we had a top-notched entertaining and informative keynote speaker, B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez International, who discussed Turning Talent into New Rockstars. Bonin talked about the challenges of media and commerce in our ever changing world (radio to TV to digital to what's next). His comical approach to our business covered topics like multi-tasking vs smoking pot, toothbrush usage, and the addiction of social media. He also gave us an understanding of Hackonomy - the concept of breaking things to create value.

Our featured session of the morning, Post-Disruption, The New, New Media Landscape, saw Jake Katz, VP of Audience Insights & Strategy at Revolt TV explain how brand positioning should take advantage of all of the cross-platform opportunities available. He focused on the cultural shift of audiences and consumers, as well as brand behavior, and how social media amplifies traditional media. Due to all our media options, Jason tells us that the medium influences how the message is received, so don't be everywhere, be somewhere strategically.

The last day had three groups of strategy labs. The first breakout at 11 am consisted of:
·         Developing a Global Cross Channel Measurement Plan with Vivian Takach of Netflix
·         Gen Next: Is TV the Second Screen? with Mark Loughney of Turner, Sesame Workshop's Diane Polvere, and was moderated by Robert Miner
·         The Democracy of Downloading: What Gamers Expect from Digital Distribution with Chris Rethore and Allison Taylor from MarketCast

The next lab sessions at 11:45 am were:
·         Viral Video Hits: The Why, How and What Established Networks Can Do About It
·         Decoding the Entertainment Landscape in Latin America
·         The New Habit of Always-On Shopping: What it Means for Marketing

Comedy Central's Shari Cleary presented an entertaining (and R rated) session about viral videos on social media and how their growth is taking the world by storm. Content experiences resemble hanging out among friends for the viewers. Self-created content also creates a platform for those lacking presence in traditional media. Fans like these videos and find them fun and easy to use.  They also like the fact that they can form conversations around them.

The conference's final lab sessions at 12:30 pm were:
·         The Future of Online Video Measurement
·         Understanding Kids and Media Behavior in a Multi-Screen World
·         Best Practices for TV Advertising in a 2-Screen Environment

Theresa Pepe from Viacom covered all of the areas about kids' viewing and behaviors (that Nielsen is not measuring). Kids are using more social media and digital media like Facebook, Netflix, Instagram, Pintrest, Skype, Pandora, and a wide array of apps. We also learned about how moms are using smart and mobile devices. Top activities for moms include listening to music, communicating/sharing pictures, browsing the internet, and playing games. And kids continue to follow mom's lead, but kids are more likely to view TV on mobile.

The conference concluded with the Case Study Awards. This year's nominees were:
·         Digital Acculturation: Helping Brands Engage New Canadians presented by Olga Churkina-Voigt (Fresh Intelligence) and Sebastian Fernandez (Yahoo)
·         Not So Fast: The Benefits of Fast Forward Disabling with Duane Varan (MediaScience) and Julya Fridman (A&E)
·         Longitudinal Ethnography of Media Audiences given by Richard Zackon (CRE) and David Tice (GfK)

After our co-chairs gave their closing remarks the MediaScience/A&E presentation was voted this year's Case Study winner.

Overall, this was a great conference. The lab sessions were extremely helpful, as there were some very interesting studies and discussions about how we can better use data to monetize ROI. Yet, there is still a lot to learn in our ever-changing industry, especially among millennials, social media and cross-platform opportunities. Technology is constantly changing and we as researchers need to stay ahead of the curve to be successful in reaching our audience and consumers.

Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day.  Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers.

Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year's conference in Ft. Lauderdale.


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.


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Thursday, February 5, 2015

Decoding the Entertainment Landscape in Latin America Across Generations

This morning at The Media Insights & Engagement Conference 2015 in San Diego Laura Berga, Director, Strategy & Programming Analysis, HBO Latin America and Danielle Escasena, Research Manager, HBO Latin America talked to us about how to decode the entertainment landscape in Latin America across multiple generations.

In order to understand the Latin American consumer, HBO conducted a study about generation Z, Y, and Z to see how they are consuming TV in Latin America in different ways. In Latin America, there is a very different adoption curve than in the United States because there are barriers in infrastructure and socio-economic restraints, so those have caused a lag in Latin America media.

According to Berga, the reality is as people are adopting new technologies through new devices, and that is affecting the way they are consuming content. Berga said, “We had to figure out how to bridge this gap.”

In the study, HBO studied five key markets in Latin America, three generations, seven lifestyle topics, and six technologies. A key trend that came out of the HBO study was a huge decrease in consumer demand for bundles. As of late, there is a trend towards downgrading that translates through entertainment and luxury goods. So, the consumer is demanding this and the market is really stepping up to the plate and creating offers, according to Escasena.

Another big trend that came out of the study is that a lot of this easy and often free access to watch content on mutli-devices and multi-platforms has created a demanding consumer who wants content at low cost or no cost. There has also been a big change in the players and platforms. Now, everyone is in the content game, according to Escasena.

She added, “Everyone has skin in the content game.”


About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.


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Summary of The Media Insights & Engagement Conference 2015 Day Two: Part 2

By: Jim Bono, Vice President, Research, Crown Media Family Networks

The afternoon portion of Day two at The Media Insights & Engagement Conference consisted once again of the Strategic Lab sessions.

At 2 pm, there were three choices:
·         Cross-Platform Insights & Monetization - Emotional Tonality and Ad Receptivity with Marcela Tabares (A&E) and Mike Bloxham (Magid)
·         Hyper-Viewing & Behavior Trends - Insights into the Effects of Internet Technology and Video Platform Proliferation with Richard Zackon (CRE) and David Tice (GfK)
·         New Disruptions in Media - Understanding Sharknado 2: The Even More Social One with Ashlee Gouldstone (NBCU)

At 2:45 pm there were three more choices:
·         Real Cross Platform at Scale: Tune-in and Sales Impact
·         The New Living Room: What ESPN Learned from World Cup and College Football
·         The New Age in Mobile Music Consumption

Jonathan Steuer and Brian Katz of TiVo presented at the Real Cross Platform at Scale session. At this session we saw how it is possible to gain more in-depth understanding of consumers across devices. We also learned that TV and digital media work differently in their impact on tune-in and Sales, and heard about new tools that TiVo has to assist in the prediction of program success or failure, early in process.

After a short break, we were offered three more interesting sessions to choose from:
·         Surviving The Cross Platform Explosion: Lessons from the Walking Dead
·         Consumer Behavior and Consumption Across Media: The Digital State of Play
·         What to Worry About: The Most Important Trends in 2014

AMC's Melanie Schneider and Jason Kramer of Vital Findings gave us a great look at cross platform data for Walking Dead - the cable show that Melanie kept reminding us that is "the #1 show on the planet" (even though I don't watch it.) Key topics they discussed were quantifying relationships, market size, and the relative importance of social media. They touched on the fact that data tells us the "what", but not the "why." To put data into context, they compared Walking Dead to other shows like Mad Men and Son of Anarchy. They also compared viewing of current season of Walking Dead on AMC to previous seasons available on Netflix, as well as re-runs, DVR and VOD viewing.

The day concluded with IFC's Daniel Marcu leading a fun and entertaining interactive session - Generation P (Power). A mixed panel of millennials and "experienced" researchers, consisting of Jim Bono (Crown Media), Theresa Pepe (Viacom), Courtney Thomasma (BBCA), James Fulton (IFC) and Carol Hinnant (Rentrk) shared views and engaged in an open discussion with the audience on what we know and what we think we know about the millennial generation.


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.


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