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 Design, Customers 1st, Digital 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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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

digitalimpactblog.iirusa.com

How Social Media is Becoming More Focused on Visuals

How many Snapchats have you sent within the last hour? When was the last time you chatted on the phone or saw the recipient in person? Snapchat is quickly becoming the new means for communication as the enticing image based, concise text focused, app allows users to conveniently keep in touch. While traditional advertising via TV, billboard, and radio are ongoing, advertising through a platform where users have chosen to accept ads and want to see them can bring effectiveness to another level. Consumers barely look up from their phones when walking the streets… or even driving, for that matter. What are they looking at? Snapchat, Instagram, Facebook- apps that require minimal mental engagement yet provide short and fast entertainment while walking down the street.

With about one in three millennials currently using the platform, it only makes sense for brands to step in and capitalize on the situation. Unique and eye-capturing content is the only route to take when trying to engage with consumers via the time constricting app. Snapchat allows marketers to connect with fans in a simple yet memorable way with the advantage of prompting impulse purchases due to the fact that the message will quickly vanish!

 Photo credit: LA Times.Business

From “snapping” coupons to consumers to offering sneak-peaks, this type of marketing is on the rise and will only continue to grow as these real-time, image-based apps emerge. Now lies a great opportunity to step in and start a trend of connecting with consumers before it too becomes commonplace.

Furthermore, Instagram has also become a great source for advertising. There is so much that can be captured in an image and distributed to “followers” that allow this platform to take giant strides in a marketing sense.

In choosing to “follow” a certain brand, the user commits to seeing all image posts that brand populates. In the consumer’s eye, the brand must narrow down their single post to the best, most memorable and action inducing image and/or saying to capture the attention of the user. In doing so, the consumer is no longer bombarded by continuous and exhausting ads as that ended up in “un-liking” a brand’s Facebook page in the past. Instagram creates a visually appealing platform for consumers to glance down at and connect to while on-the go.

Gain a competitive advantage by seeing who your followers follow. What other companies are they following? What are they posting? Any potential partnerships? How will you incorporate these ever-growing trends into your marketing plan?

Janel Parker, Market Research Consultant at SKIM, an international consultancy and marketing research agency, has a background in Marketing and Psychology from Cornell University. Her previous experience at a social media agency combined with her knowledge from SKIM provide for a unique understanding of the relationships between social media and marketing. She can be reached at j.parker@skimgroup.com.