Opening ceremony at the ESOMAR 69th annual Congress in New Orleans.
Key trends in short form video viewing are reviewed in this presentation, with predictions for how consumption will change among Post Millennials (under 16s) and the implications for broadcaster strategy. Based on desk research, the global picture is examined with a specific focus on the UK. The analysis focuses on three key areas: behaviour (how Post Millennials watch), content (what Post Millennials watch) and discovery (how Post Millennials find what to watch). Finally implications and recommendations for broadcasters are highlighted.
James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the nature of identity and its expression is changing. The need for studying identity has never been as critical as it is now, as alignment to this multi-faceted identity is guiding decisions today. We see this through how they talk about brands, how they align with causes and which videos go viral. However, studying identity presents its own set of challenges. In this paper, we discuss these challenges and the Selfie project as one of the solutions.
Is communication the key to greater impact for our industry?
Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today's marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of 'small data'. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights.
While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the ad industry provides a range of creative options, there remains a lack of clarity on which digital ads actually engage consumers across platforms. AOL is in the business of creating content consumers want to read. To ensure readers return, it benefits us to have engaging ad units. However, the current digital ad experience is frustrating for many consumers; 71% feel like they keep seeing the same ad over and over again. This presentation will provide clear direction to marketers on how to create compelling digital creative that engages consumers and benefits publishers and marketers.
We have been world builders and storytellers since the beginning of time, and now with virtual reality we have the tools and the means to build worlds like we never have before. Virtual reality has already begun to change the entertainment, advertising, and gaming sectors... and it's just the beginning. Come explore the impact and implications of world building in virtual reality!
The marketing buzz about mobile-first is driven by the change mobile devices created with consumers, disrupting the rules of engagement. Marketers are challenged with testing new tactics & finding new ways to engage consumers. Large data sets become more humanised & less creepy as consumers learn that opting in & sharing information in an exchange of value can help to navigate the physical world & make their lives easier. The promise of personalised marketing is fundamental to a successful retail experience, and is becoming the aspirational new tactic for measurement. The ability to leverage proprietary first-party data sets, & merge them with behaviour signals from online and mobile devices, create a true 360-degree view of consumers & the purchase funnel.