Learn how research that has grown from qualitative roots has led to a digital transformation and revolutionized the way we do journalism at the BBC. The challenge we faced was to find out why people click on some pieces of content and not others, to unpack the term "relevance" for people and to truly understand the role that digital news content plays in their lives- but the real challenge was in embedding results into the newsroom; converting insights into something that lives and breathes in the fabric of the organization, every day.
With the advent of more robust digital platforms, marketing is moving from audience- and channel-based planning, to person-centric marketing. With this shift in focus, tools to quantify and analyse the behaviours at the individual level are required. However, previous research shows that consumers, when compared by age or gender, have fundamentally different media behaviours. These differences are critical to marketers who aim to tailor their plans and ensure their target audience receives the right messages, via the right touchpoints, at the right time. This presentation will highlight how, by using data capture and processing technologies, insights can be utilised to provide a complete picture of the complex cross-screen, cross-device behaviours of today's digital consumer.
Capsule-invited country: Bolivia
As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses on network hits, cable executives now have to scrutinise the value of rerunning a successful show before investing. Viacom has built an accessible, visually appealing app that uses statistical and machine-learning techniques, such as clustering, predictive modeling, and collaborative filtering, to help the media industry make quick decisions that will benefit brands and their audiences. By "gamifying" data, we have made the app user friendly for acquisition experts, marketers, content strategists, and others outside of STEM fields who have shied away from quantitative analyses in the past.
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.
The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.
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.
As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses on network hits, cable executives now have to scrutinise the value of rerunning a successful show before investing. Viacom has built an accessible, visually appealing app that uses statistical and machine-learning techniques, such as clustering, predictive modeling, and collaborative filtering, to help the media industry make quick decisions that will benefit brands and their audiences. By "gamifying" data, we have made the app user friendly for acquisition experts, marketers, content strategists, and others outside of STEM fields who have shied away from quantitative analyses in the past.
We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an opportunity to connect with consumers in their own environment and rules. By combining quantitative information of a multicounty study done in 50 countries plus insights from a qualitative research that allowed people to show, using wearable cameras, how they interact with brands in the digital and mobile media we can highlight what people expect from brands and why.
We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an opportunity to connect with consumers in their own environment and rules. By combining quantitative information of a multicounty study done in 50 countries plus insights from a qualitative research that allowed people to show, using wearable cameras, how they interact with brands in the digital and mobile media we can highlight what people expect from brands and why.