Tuesday, December 16, 2014

Mondelez International Reveals How to Measure ROI for Social Media Marketing

Twenty years ago, in the early days of cable, brands like the Food Network and the Discovery Channel were built, and they became iconic brands. They became very large businesses with huge consumer followings that have also been attractive to advertisers. What's different this time around is that by using new digital platforms like YouTube, Facebook, and Apple, you are able to get global distribution and global monetization instantly."*

The use of digital platforms is no longer the way of the future, or something that's nice to have - it's how your consumers are engaging with different media brands. Earlier this year, at The Media Insights & Engagement Conference, we had Twitter's Global Ad Research Director Jeffrey Graham take the stage to showcase not only how PEOPLE use Twitter, but also how COMPANIES are using the platform to connect with users.

For 2015, we're taking social one step further with B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondelez International. During his keynote, Measure ROI for Social Media Marketing, B. Bonin will help you truly understand the impact of social on your distribution strategies and how you can build even stronger, more meaningful connections with your consumers.

The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA

Plus, you'll also hear from Hulu, Amazon, Netflix, iHeartRadio Clear Channel, Revolt TV, Discovery Communications, A+E Networks, Viacom, NBCUniversal, ABC TV, Univision, CBS Corporation, Turner & more. Click here for the full speaker list: 

Download the agenda for full session details: http://bit.ly/1A5Eb4s

Introducing the REMI [Research Executive Media Insights] Award for Outstanding Contributions to the Media Industry! The Media Insights & Engagement Conference team would like to acknowledge an individual whose outstanding contributions, innovations, or leadership has impacted the way research has shaped the media industry and entertainment landscape. The REMI Award recipient will be announced during The Media Insights & Engagement Conference on February 3-5, 2015.

Submit your nomination by Friday, January 2nd and save 20% off the standard rates: http://svy.mk/1GkDjc5

Mention code MEDIA15LI and save 15% off the standard rate. Register today: http://bit.ly/1A5Eb4s

We hope to see you in San Diego this February, as we explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape.

Cheers, 
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15
digitalimpactblog.iirusa.com


* Quote by Steven Kydd, Co-Founder Tastemade from NBCUniversal's 2014 Curve Report


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Wednesday, December 10, 2014

REVOLT Audience Insights & Strategy VP On Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, we were lucky enough to catch up with Jake Katz, VP, Audience Insights & Strategy at REVOLT. He shared with us some of his key insights into audience engagement strategy in the growing and evolving digital media landscape.

This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.

IIR: What has been your most successful audience engagement strategy?

Katz: Make your consumers owners. In building a TV network from scratch, some of the biggest strategic challenges fall within understanding how a content brand lives and engages across screens and platforms. When launching this brand, REVOLT launched on Twitter almost a year prior to the channel actually going live on linear. We had a constant dialogue with our target audience on Twitter, that leading up to our linear launch, built advocacy. Many folks call our 15-29 target narcissistic, but what is often less celebrated in the press is that by asking for their input, the Millennial/Post-Millennial audience then has a shared responsibility of your success. That said, REVOLT was a top trending topic the first night it launched the actual network on TV.

IIR: How has the new 2-screen environment affected TV advertising?

Katz: Historically the TV business drives off of presenting itself as a reach vehicle within the advertising community. The reality of our target audience is that TV content continues to drive the pop culture conversation, but is watched across many different screens at many different times around its actual premiere. Our vision at REVOLT is that in a world where viewers value social media as much as they value traditional media, TV is where you spark "engagement" and when your content creates dialogue in social, digital is where you check the box of "reach" and "frequency." Multi-tasking media behaviors are an opportunity, not a dilemma.  

IIR: How do you synthesize data to make it more meaningful?

Katz: Given that our world now moves at the speed of social media, no matter what category you play in, we are now in the business of understanding "why" not "what." By the time you have identified "what," it is too late. Consumers are super-served, if not overwhelmed with messaging and content, so marketers must understand how they can tap into relevance subconsciously but project a POV in their positioning. This means my job as a strategist is not to inform what the audience wants through a series of PPT charts, but study in to and strategize around the psyche, motivations, and drivers of the culture + conversation we are seeking permission to enter.

IIR: What does the always-on shopping trend mean for your business?

Katz: It used to be that you would engage a target a consumer a certain number of times so that when they were in purchase-mode, your offering would be top of mind. The rise of online shopping has made it so that now your target consumer is always in purchase mode, and furthermore, expects a shorter distance between discovery and purchase. The always-on shopping trend means that our ad-partners must message to our target audience as if they are in research mode, subtly prompting them to continue the journey of consumer curiosity online. 

IIR: Can you tell us a little bit about what to expect at your session, “Post-disruption, the New, New Media Landscape: How to Do it”?

Katz: To launch and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial conversation and uncovered actionable new rules of consumer engagement through our insights initiative, Road to Truth. As we kick off 2015, I have just launched our next insights project called Code of Content. Why? Because the evolving media landscape demands more than just traditional media placements, and as a result, compelling content marketing is king when it comes to engaging the Millennial audience.

If "the medium is the message," we need to understand how brands live in a world of many screens and platforms – not just for our brand, but to answer questions throughout the industry and across categories. Through Code of Content's expert interviews, surveys, and ongoing mobile 
ethnographies, we are decoding these four Ms of content marketing:

1.       Motivation: Underlying emotional and functional content needs among 15-29s
2.       Medium: Pushing culture through the lens of various distribution platforms (e.g. TV, social media, digital, apps)
3.       Mode: Content format (e.g. A tweet, pic, gif, video clip, episode)
4.       Message: Content purpose, tone, and characteristics

Want to hear more from Jake? Don’t’ miss his session, “Post-Disruption, The New, New Media Landscape: How To Do It” at The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015. To learn more about this event or to register, please visit our website:  http://bit.ly/1z7uPDS


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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Tuesday, December 2, 2014

TV is a Key Player in The Future of Media Planning

The Television has been homes for over 60 years and it's still not time it out just yet. Thanks to the drastically changing ways we consume content these days, TV advertising is at a crossroads: advertisers are now planning integrated TV and online video advertising campaigns.

Today, TV is one of the fastest-moving areas of advertising, with new campaigns aiming to capture the massive opportunity of linear TV, smart-TV, and online video viewers. Advertisers are looking for holistic campaigns that capitalize on the opportunities of engaging with consumers across multiple screens.


According to Videology's head of global TV strategies, Rhys McLachlan, consumers are there, the data is there, online video has matured as an advertising media, and the foundations for a TV market have been established. He shared with Media Tel some key points that advertisers should know when creating integrating TV ad campaigns.

Consumer habits have changed TV. While conventional TV is still a powerful medium, it is becoming more supplemented by all manner of consumption across a multitude of devices. The majority of viewing experiences are delivered to the consumer over IP, and this means the advertising route to viewers is more sophisticated, dynamic, and trackable.

There is data to create opportunities. Data enables the delivery of the right content at the right time to the right audience. By combining online with TV viewing data, it is possible to create single-source/multi-screen metrics – giving advertisers the statistical and behavioral information they need to deliver campaigns that incorporate TV and are optimized by online.


TV is the future. These are early days for addressable TV as a key element of the media-landscape, but this as a huge opportunity. By making use of data and bolstering that with platform data from the online video space, advertisers can plan their TV buying based on the audience that's watching a show. 



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Thursday, November 20, 2014

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, I caught up with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement.

This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.

According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers.


“People’s use of television is, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,” he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.”

Tice explained that in Gfk’s tracking research, each year they have seen that more digital viewers are using a TV set than are using computers.

Check out my full podcast interview with Tice below:


Want to hear more from David Tice? Don’t’ miss his session, “Insights into the effects of internet technology and video platform proliferation on viewing behaviors” at The Media Insights & Engagement Conference at 2:00 pm on Wednesday, February 4, 2015. To learn more about this event or to register, please visit our website: http://bit.ly/1xS9zS0

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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Friday, November 14, 2014

Insights on Diversity in America from US Census Bureau, Univision, TV One & HBO Latin America

Earlier this year, the U.S. Census Bureau projected that "by 2042, so-called racial minority groups will make up the majority of the U.S. population."

New technologies and viewing behaviors are not the only things that media professionals have to worry about - the new challenge is connecting with an ethnically diverse audience. What are you doing to better understand this "new America" and engage with them on a deeper level?

The Media Insights & Engagement Conference has brought together research leaders from ethnic networks (including MNet America, TV One and Univision) to discuss The Changing Face of America with the U.S. Census Bureau's Data Dissemination Specialist, Marilyn Stephens. This keynote and panel discussion will present an overview of ethnic population growth and their incredible spending power, as well as viewership, media consumption and more.

The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Download the conference brochure for full details: http://bit.ly/1v9uOR7

Plus, you'll also hear from HBO Latin America on:

Decoding the Entertainment Landscape in Latin America Across Generations
In order to understand the evolution and current state of the Latin American Media Consumer, HBO Latin America conducted an audience segmentation study to uncover the consumption habits and traits that define today's generations. By uncovering these specific segments, HBO can more specifically target their heavy consumers, loyal viewers and potential subscribers. Find out what Luis Duarte, Audience Research Director, DirecTV Latin America (and Media Insights 2014 speaker) is looking for in partnerships: http://bit.ly/1BpdQ49

 For the full session description, download the conference brochure: http://bit.ly/1v9uOR7

Join us in San Diego and gain the insights you need to understand and engage with the Changing Face of America. Register by Friday & save $600: http://bit.ly/1v9uOR7

Cheers,

The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15



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