KLC CEO Kevin Lonnie is attending the Media Insights & Engagement Conference this week in Miami, FL.
Below are his notes from Day 2 of the conference, detailing the points that stood out to him most.
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Day 2 begins with a summary of Day 1 – Title Slide “The Media Landscape Is Changing”
Rehash of the fact that there is an expansion of viewing platform choices which makes it difficult to measure the viewing audience. It was a nice summary of previous day’s speakers. Not as good as mine, of course.
David Poltrak – CBS
There have more changes in distribution offerings over the past two years than in the past 20 years combined.
>The new distribution options have actually increased the viewing of network content.
>Rationalization for the decline in primetime HUT/PUT viewing. It’s Nielsen’s inability to keep up with distribution options (e.g. Netflix).
>Exhaustive review/understanding of all viewer options (e.g. DVR Impact now taking place among older audiences). I guess the baby boomers have finally learned how to record NCIS.
>Viewers don’t differentiate based on the network source, they don’t care, its all about the content.
>Every single segment of the population is streaming more (31%) – desktop, laptops, mobile, etc. From CBS perspective that’s great because it’s all monetized. VOD is another story. +28% in total, CBS itself is up over 50%.
>The Good Wife – example of a good show that is often recorded due to competition in its time slot. 9% of total viewing audience comes from VOD. Network average is 4%.
Jonah Berger – The Wharton School
There’s no data to back up the influence of influential. The notion that 10% dictates what the other 90% will do appears to be an urban myth.
>7% of WOM is online. That’s it. Surprising.
>Social Currency – what you wear, what you drive, the choices you make speak volumes about you. Make people feel like insiders.
>The McRib – only came out because Mickey D’s was low on chicken. But McDonalds made the McRib a desired destination.
>Triggers – Rebecca Black (Friday) song is equally bad every day of the week but it spikes on Friday, top of mind means tip of tongue.
>When we care, we share. We are far more likely to pass things on when we care. Not always positive, e.g. “Dell Hell.”
>The Trojan Horse – use stories to send your message. Keep your practical value inside.
Jeffry Graham – Global Ad Research Director, Twitter
Newton’s 2nd Law of Motion as interpreted by Twitter:
>Force of Media = Mass of Media X Social Acceleration
>TV Ads that are placed in highly social shows are +7% more effective than TV ads placed in programs that drive less conversation on Twitter.
Nathalie Bordes – ESPN
We have all the data but we need to go back to ask the “why’s”.
>Monetizing social is staring off with collecting data streams, then surveying why and how people are using social = achieve scale, predict volume and forecast.
>Monetizing social is all about driving tweeters and social users to the ESPN website. Brand health is ultimately what makes you viable in the market place.
Rachel Dreyfus – Dreyfus Media Advisors
Competitive advantage through segmentation. All starts with one core question: What do customers want? The answer is; it depends on which customers we’re talking about.
>A segmentation delivers clarity and forces budget prioritization.
>Why is so much segmentation research left to gather dust on the shelf? The segmentation quickly becomes obsolete.
>After segmentation, we can answer the question, what do customers want with focus/purpose.
>Challenges of segmentation with a newly fragmented audience especially in light of the fact that their behavioral data is not publicly tracked (e.g. Netflix).
Jason Platt Zolov – HBO
Netflix is leading the charge in getting on every device, but HBO is charging along with them. Very complicated to keep up with all the potential viewing experiences
>Consumers don’t understand HBO GO & HBO On Demand doesn’t cost extra.
>Does Sunday Night still matter? Yes, HBO viewers still consider HBO to be a Sunday Night destination.
>On average, almost half of all HBO viewing comes from non-linear options.
>Importance of weekly premieres – they know what they want
>93% of HBO viewers are there to watch a movie
>Watch a movie on HBO: On Demand users aren’t far behind linear viewers (45% vs. 38%, respectively). The rest is 10% on HBO Go and 7% via DVR.
>The tradeoff between password sharing and profiteering. We err on the side of turning a blind eye to password sharing among college students, figuring we can build an audience when they become honest tax paying citizens.
Melanie Schneider – VP Research AMC “Something More”
There was no synergy between our two viewer groups, movie and original drama viewers.
>Breaking Bad would still be on the air if viewership had picked up in season 3, so the plan was to just end it.
>Importance of running favorite movies, from Rocky to Chucky to The Godfather.
>Started doing logo lock up and matching up original programming titles with AMC name.
>Story notes – added to the movie to keep them engaged. Keeps viewers to stay longer.
>Triangulation – Pioneering, Premium & Popular (best example is The Walking Dead)
>By 2013, our audience overlap is now 43%, a significantly higher figure!
Daniel Slotwinner – Head of Ecosystem Measurement Team – Facebook
We were told not to blog during his speech, at least not live, so I will oblige and stay away from Twitter.
>The customer journey occurs across devices. And understanding what device is used for what.
>Within Facebook, large numbers of users switch between devices hour by hour.
>Sophisticated algorithm to determine optimal number of hits. We need to provide the maximum ROI for advertisers.
>Facebook is parenting with SecondSync – UK social media company to bring Facebook social TV data to market in UK and US.
>Device switching – more often than not, it’s from a smaller screen to a larger screen (2/3rds)
>At the end of the day, tailor your communication to consumers. Marketing becomes part of media experience.