In today's world it is well known that information comes from many different sources, simultaneously and in very different formats. In this context advertising can no longer be considered as one homogeneous platform, but as a separate unit within a media plan. Marketers need to think and do, faster than media consumption and for this reason it becomes increasingly necessary to recognize the role/importance of cross-platform campaigns for maximising the efficiency of marketing investments overall. Because, let's be honest, modern times require us to do much more with much less. With our presentation, we will share ideas about how to potentially increase the campaign's reach and efficiency using a cross-platform marketing strategy.
In this presentation, the speaker will talk about how digital consumption is forcing the media researchers to think differently about how the research methods and will present some examples and case studies in how NBCUniversal did that.
The world of measurement is changing. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are expanding the media landscape. On the technology side, data management platforms, advertising exchanges and real-time programmatic technologies are revolutionizing the ad industry with data-driven and predictive ad delivery capabilities. On the consumer side, we've been witnessing a growing generation of cord cutters and cord nevers (people who skip Pay-TV subscription), and an increasing number of OTT offers. In this new fragmented media consumption scenario, eCGlobal Labs and Immetrica will present a state-of-the art technology called Alldience, a multiplatform audience measurement solution that combines ACR (automated content recognition) and eCGlobals mobile community application, transforming mobile devices into "Smart People Meters", with the capability to follow TV Viewers wherever they are, measuring media consumption anytime, on all screens, all devices, and on any platform (TV, Digital, Social Media).
Data is the cornerstone of our profession. Engaging people to share their data with us, whether opinion or observational data, is dependent on engaging with them in relevant ways. And relevancy requires us to understand their device, media, and communication trends. In this presentation, we will walk you through the most important consumer trends, the data those trends yield, and how that data is being actioned in market research. What's the latest on mobile, wearables, and PC use? How are consumers using email and messaging? What does today's media diet look like in terms of television, radio, and digital content consumption? Where are people going online? What types of data are people willing to share, and what worries them? What new types of data and data sets are being used? And how do you know that all of this data is representative? We will explore all of this, and wrap up with a few examples that will inspire you.
Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (Real Audience) in addition to the current head count based measurement.
Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult subject to approach through traditional methodologies. Comedy Central had the challenge to understand Mexican humor and how it affects content consumption among young Mexicans. De la Riva Group accepted the challenge and proposed to tackle it with a mix of anthropological fieldwork, interviews with experts, analysis of social media conversation, and of content from youtubers, stand up comedians, and humor sites. Our findings showed that it is worthwhile to use humor as a brand pillar, not just for ratings but also for branding and equity.
Capsule-invited country: Bolivia
Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (real audience) in addition to the current head count based measurement.
This paper discusses key trends in short form video viewing, and makes some predictions for how snack-able consumption will change among post Millennials (under 16s) and the implications for broadcaster strategy. The analysis focuses in three key areas: behaviour (how post millennials watch), content (what post millennial watch) and discovery (how post millennials find what to watch). Finally implication and recommendations for broadcasters are highlighted.
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.
There are fascinating differences between emerging economies and developed ones in how people consume news and for that matter the role news plays in their lives. Understanding these differences will be critical to news organisations in a world where news has become global, and the biggest growth is coming from emerging economies. In quite possibly the biggest such survey of its kind, looking purely at news consumption behaviour, we spoke to over 12,000 people from 10 different countries. We will give you a glimpse into the outlook of 16-34 year olds on the world, the platforms and technologies they use, the role news plays in their lives and the implications for the BBC and other global organisations.
Technology has changed how people access entertainment, education, and information at such a fast pace that change has become the new normal, making innovation necessary for relevance and survival. What constitutes media is quickly evolving; television is no longer just a traditional type of media, access to different content and consumption across digital platforms has enabled consumers to go beyond passive observation and into active participation. This means traditional entertainment business models are at risk of becoming obsolete. Generations X, Y and Z are changing how they consume media in Latin America and the industry will have to adapt to these new trends to stay relevant.