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.
"The biggest disrupting factor in market research is
the emergence of behavioral data." - Joris Merks-Benjaminsen, Head of
Digital Transformation, Google
Last month at the Media Insights & Engagement
Conference, we launched the first annual Case Study Competition. Voted by an
audience of their peers, A&E’s Julya Fridman, Vice President, Business
Development & Distribution Analytics and Duane Varan, CEO, MediaScience
walked away the winners.
Technology is having a profound effect on the state of your
industry. When it comes to staying ahead of the curve, timing is
everything. Technology is revolutionizing the way we understand and engage with
customers more rapidly than ever before. Understanding the impact of technology
on how to gather data and curate insights has become a critical part of our job.
Digital impacts on consumer insights have grown more vital
in improving customer inclusion. Disruptive innovations are becoming paramount
to improving consumer experience. These innovations span a wide variety of
fields and a recent system has been introduced to the healthcare industry that
has revolutionized patient involvement, physician time management and the
health of patients. 
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..jpg)
"Uncertainty is a good thing" says Britain's Caspar Berry, Professional Poker Player and Risk Taking & Decision Making expert. Risk has become a subject very close to all of us. How much risk are we willing to assume? Berry says that whenever we make a decision in a world of uncertainty, where we do not know the outcome of that decision, we are effectively taking a risk.
