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
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.
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience â but might the quality and volume lead to difficulties with codification? Weâll assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. Weâll also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
The vital ignition for the development of the advertising and research industry in the CEE region is multi-platform communication and its measurement. Internet slowly becomes a traditional medium, but it gets a new meaning considering its complexity. Mobile, video, social media... during this presentation you will see that not only online measurement in CEE is well, but it also sets global trends. You'll learn about the regional internet landscape and about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.