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Key Sessions

Evan Shapiro

KEYNOTE: Peak TV: How the Arms Race of TV Content is Shaping the Way we Make, Sell, Watch

eshapTV

Jared Feldman

Ask Whatever You Want: How AI is Ready to Take on Open-Ended Survey Questions

Canvs

Jeremy Gutsche

KEYNOTE: Better & Faster: How to Get BETTER at Adapting to Change & FASTER at Making Innovation Happen

TrendHunter & Author, Better and Faster

Grant McCracken

KEYNOTE: Quite Suddenly, TV Got Better

Anthropologist & Author of Dark Value: How to Find the Hidden Value in the Digital Economy

8:00am - 8:45am

Registration & Breakfast

8:45am - 9:00am

Welcome & Co-Chair Remarks

  • Theresa Pepe - VP, Marketing & Partner Insights, Viacom
  • Jim Bono - VP Research, Crown Media Family Networks
more
9:00am - 9:45am

KEYNOTE: Peak TV: How the Arms Race of TV Content is Shaping the Way we Make, Sell, Watch

The upside of Peak TV is that there is literally no excuse for watching bad television. The downside: We are creating smaller and smaller silos of viewers, making the cultural interloping among mindsets virtually impossible. This lack of common campfire - the absence of an All In The Family - is a YUGE reason we are so divided. Let's discuss.

  • Evan Shapiro - Owner/Producer, eshapTV
more
9:45am - 10:45am

Breaking Down Silos: Looking Beyond Culture, Race, and Ethnicity Towards a More Nuanced Understanding of Identity

  • Joetta Gobell - VP Primary Research, Ad Sales and Strategic Insights, A+E Networks
  • Meghann Elrhoul - Head of Global Agency Research, Twitter
  • Reny Díaz - Vice President, Insights and Consumer Development, NBCUniversal Telemundo Enterprises
  • Moderator Adriana Waterston - Senior Vice President, Insights and Strategy, Horowitz Research
more
10:45am - 11:10am

Networking Break

11:10am - 11:55am

Ask Whatever You Want: How AI is Ready to Take on Open-Ended Survey Questions

The entertainment industry conducts millions of surveys every year that drive some of their most critical business decisions. While the quantitative piece of this research made spectacular gains in recent years with the help of big data and AI, the qualitative side–open-ended questions and text analysis– remains in the dark ages. This is the last piece of the puzzle for market researchers who seek to optimize surveys with technology. It’s a big one, because it’s the key to answering the critical question “why?”


  • Jared Feldman - Founder/CEO, Canvs
more
Showing of Streams
1:15pm - 2:30pm

Lunch

Showing of Streams
3:50pm - 4:30pm

Networking Break

4:30pm - 5:15pm

KEYNOTE: Better & Faster: How to Get BETTER at Adapting to Change & FASTER at Making Innovation Happen

A core problem threatening business today is that people fail to adapt—or that they don’t know how close they are to even better ideas. After 10,000 years of evolution as farmers, we are prewired with a series of neurological traps that block smart teams and successful people from realizing their full potential. In this keynote, attendees will learn how to find their next level and will get the tools, takeaways, and an innovation assessment to ensure they are equipped to make change happen.








  • Jeremy Gutsche - CEO, TrendHunter & Author, Better and Faster
more
5:15pm - 6:00pm

KEYNOTE: Quite Suddenly, TV Got Better

Out with the Dukes of Hazzard, in with Stranger Things, Game of Thrones, This is Us, The Handmaid's Tale and The Crown. Grant has done many hundreds of hours of research on this topic in the US, UK, Canada, Brazil and Mexico, all for Netflix who asked him to explore how and why we binge. TV is becoming the center of our culture and this changes what we want from every kind of culture. This talk is a “must see” for cultural creatives in media research, content creation, and marketing; it illuminates what people want as the new consumer and the new creators of culture.

  • Grant McCracken, Anthropologist & Author of Dark Value: How to Find the Hidden Value in the Digital Economy
more
6:00pm - 7:00pm

Cocktail Reception: Sponsored by Viacom

During this reception hosted by Viacom, you’ll get all the post-production elements you want including musical scoring by an amazing steel drum band and (sound) bites from speakers as you network with peers over Miami cuisine.

more
8:00am - 8:45am 45 mins
Registration & Breakfast
8:45am - 9:00am 15 mins
Welcome & Co-Chair Remarks
  • Theresa Pepe - VP, Marketing & Partner Insights, Viacom
  • Jim Bono - VP Research, Crown Media Family Networks
more
9:00am - 9:45am 45 mins
KEYNOTE: Peak TV: How the Arms Race of TV Content is Shaping the Way we Make, Sell, Watch
  • Evan Shapiro - Owner/Producer, eshapTV
more

The upside of Peak TV is that there is literally no excuse for watching bad television. The downside: We are creating smaller and smaller silos of viewers, making the cultural interloping among mindsets virtually impossible. This lack of common campfire - the absence of an All In The Family - is a YUGE reason we are so divided. Let's discuss.

9:45am - 10:45am 60 mins
Breaking Down Silos: Looking Beyond Culture, Race, and Ethnicity Towards a More Nuanced Understanding of Identity
  • Joetta Gobell - VP Primary Research, Ad Sales and Strategic Insights, A+E Networks
  • Meghann Elrhoul - Head of Global Agency Research, Twitter
  • Reny Díaz - Vice President, Insights and Consumer Development, NBCUniversal Telemundo Enterprises
  • Moderator Adriana Waterston - Senior Vice President, Insights and Strategy, Horowitz Research
more
10:45am - 11:10am 25 mins
Networking Break
11:10am - 11:55am 45 mins
Ask Whatever You Want: How AI is Ready to Take on Open-Ended Survey Questions
  • Jared Feldman - Founder/CEO, Canvs
more

The entertainment industry conducts millions of surveys every year that drive some of their most critical business decisions. While the quantitative piece of this research made spectacular gains in recent years with the help of big data and AI, the qualitative side–open-ended questions and text analysis– remains in the dark ages. This is the last piece of the puzzle for market researchers who seek to optimize surveys with technology. It’s a big one, because it’s the key to answering the critical question “why?”


12:00pm - 12:40pm 40 mins
Track 1: Monetization & Distribution
Exploring Viewers’ Conscious and Non-Conscious Responses to Ad Innovations in Hairspray Live!
  • Janet Gallent - SVP, Consumer Insights & Innovation Research, NBC Entertainment
  • Joe Lamberti - Director, Ad Sales - Strategic Insights & Research, NBCUniversal
more

In 2013, NBC aired The Sound of Music Live! on primetime television and its success shepherded annual live theatrical events on the network – most recently, Hairspray Live! With the proven success that this innovative program format captivates audiences, NBC explored new ad innovations to further engage viewers and connect consumers to its advertisers. Using biometric research along with traditional research methods (IDIs, online surveys), NBC will share insights on the value of picture in picture commercial breaks, live commercials, and more.

12:00pm - 12:40pm 40 mins
Track 2: Content & Context
The Passion of the Hispanic Sports Fan
  • Andrew Golding - VP, Research, Univision Communications
more

Who is the most passionate sports viewer, the fan that thinks about sports 24/7, dreams about sports, and organizes their life around sports events? Andrew Golding will share a custom research study that answers these questions. Univision used a unique research technique to understand the passion of Hispanic and non-Hispanic sports fans – learning about their behavior, motivations, and emotions. How many sports fans would forgo $1 million and rather have their favorite team win the championship? Learn the answer, and more insights about sports fans, at this presentation.

12:00pm - 12:40pm 40 mins
Track 3: Future Tech
Peak TV: The Good, the Bad, and the Future
  • Peter Fondulas - Principal, Hub Entertainment Research
  • Jon Giegengack - Principal, Hub Entertainment Research
more

Does network brand matter in the golden age of content?


Today, the majority of TV consumers still have a pay TV subscription. But most also use two or more of the “Big 3” SVODs (Netflix, Hulu and Amazon) that offer a vast library of shows from traditional networks, plus a growing number of exclusive originals. For consumers, this means a tremendous (sometimes hard to manage) level of choice. For
creators, it makes the task of cutting through the content clutter a massive undertaking. And for networks, it’s more challenging than ever to get “credit” for great shows they license to online distributors.

In this presentation, Hub will share data on all of these topics. You’ll learn…

Viewer experience: How do consumers feel about the explosion of content, and the experience of navigating it?

 Brand perceptions: Does brand matter in consumers’ viewing decisions? If so, which brands (broadcast, cable, and SVODs) do they associate with the best content –    overall and by genre?

The “Netflix Effect”: How does licensing shows to SVODs impact the brands of networks that launched them?

How to influence discovery: In today’s market, what are the best ways for providers to influence choice and win an audience?


12:40pm - 1:15pm 35 mins
Track 1: Monetization & Distribution
Turning Data into Dollars: Effectively Monetizing Advanced Audiences in our Dynamic Cross-Platform World
  • Dan Aversano - Senior Vice President of Ad Innovation and Programmatic Solutions, Turner Broadcasting
  • Prasad Joglekar - VP, Data Strategy and Solutions, Viacom
  • Moderator Laura Fitzpatrick - VP, comScore
more

More than ever before, new and intriguing consumer behavior data is saturating the marketplace. As a result, it is increasingly important for buyers and sellers to understand and define audiences, to inform and guide their monetization strategies.

In this panel, comScore will speak with key industry experts from Turner Broadcasting and Viacom on how the rise of audience-based buying is changing the way business is done. Focusing on the latest innovations in technology and measurement are impacting our industry, this panel will reveal how these new developments can leveraged across platforms to generate greater success for buyers and sellers.

12:40pm - 1:15pm 35 mins
Track 2: Content & Context
Humility is the New Smart: Are you Ready?
  • Whitney Miller, Ph.D. - Cultural Anthropologist, Harvard University
more

Smart used to be a quantity game. I know more than you. I get more things right. The New Smart Machine Age (SMA) is a losing game; that ‘smart technologies [have and will continue] to become ubiquitous, invading and changing many aspects of our professional and personal lives and in many ways challenging our fundamental beliefs about success, opportunity and the American Dream.’ This means that new smart is about quality - the quality of our thinking, listening, and more specifically, the collaborative skills we use to relate to one another. These skills, while uniquely human, are not what most in our industry have been trained to do. In order to thrive in the Smart Machine Age, we need to acquire and continually develop four fundamental New Smart behaviors. Are we ready?

12:40pm - 1:15pm 35 mins
Track 3: Future Tech
TV Measurement is Ready to Take Off into the Future
  • Walt Horstman - Senior Vice President and General Manager, Advanced Media and Advertising, TiVo
more

In a fragmented media landscape rife with legacy measurement challenges, it’s vital that the TV players look at what’s happening in the advertising industry as whole in order to innovate. Join TiVo for a conversation about what we see today and how we can look to the future so that we all stay ahead. Learn more about being data-driven, audience-based, and digital-first. Whether it’s using linear TV data to power our solutions, streamlining the workflows of our clients so they see greater automation and efficiency, or connecting to the digital players in the space for cross-screen campaign connectivity, the time is now to make the right decisions.

1:15pm - 2:30pm 75 mins
Lunch
2:30pm - 3:10pm 40 mins
Track 1: Monetization & Distribution
How Environment Impacts Ad Recall and Messaging
  • Sarah Barasch - Senior Vice President, Research, Screenvision
more

Screenvision Media explores what impact the viewing environment plays in advertising. Are there psychological and emotional distinctions between TV and Cinema experiences? How do these different settings impact memory and perception of advertising? Can utilizing both mediums create a bigger impact for a brand?

2:30pm - 3:10pm 40 mins
Track 2: Content & Context
TV and the New Cannabis Culture
  • Robert Miner - President, Miner & Co. Studio
more

As of January 2018, 69 million Americans live in states where they can purchase and consume cannabis recreationally, a substantially larger number have access for their medical needs and the rest have their tried and true DIY solutions. Cannabis is now an open and accepted part of our TV audience’s lifestyle. Is cannabis consumption impacting how our audience consumes content? Has cannabis acceptance impacted how they want to see cannabis consumption and consumers portrayed in what they watch? Join this session for some fresh from the field insights from Miner & Co Studio.



2:30pm - 3:10pm 40 mins
Track 3: Future Tech
Harnessing Viewer Emotion to Inform Impactful Network Strategies
  • Debi Pomerantz - SVP, Research, The Oprah Winfrey Network
  • Pam Pearce - Vice President Consumer Insights and Strategy, Discovery Communications
  • Jeff Meleski - CEO, Coherency
more

The content that viewers consume and the brands they choose to buy are direct reflections of their personal identity and how they wish to be perceived.  For Media, perhaps more than any other industry, it is imperative to understand consumers at an emotional level. Coherency’s approach to emotional segmentation identifies the distinct emotional tribes in a market by quantifying consumers’ conscious and subconscious motivations, helping Media brands identify the most valuable targets and providing insights for strategic decision-making across a host of business disciplines.

Join Coherency CEO, Jeff Meleski, Oprah Winfrey Network client, Debi Pomerantz, and Discovery Communications client, Pam Pearce, as they discuss the origin of their recent emotional segmentation engagement with Coherency, the key learnings, and the impacts on both programming and ad sales strategies at OWN.    

3:10pm - 3:50pm 40 mins
Track 1: Monetization & Distribution
Rethinking Data Science: When the Simplest Analytics Beat the Smartest
  • Mike Gross - SVP, Media Analytics, RSG Media
  • Shiv Sehgal - VP, Product Management, Media Mantra, RSG Media
more

With the shrinking linear universe, Media companies compete more than ever to grow their audience share. Most industry leaders turn to data and analytics to gain new insights and try to grow their slice of the pie. In this presentation, RSG Media’s experts will show that gaining new insights is only half the battle, and that putting the information into the hands of day-to-day operations, and influencing them to act on it, is key to gaining that competitive edge. We will explore:

- Dispelling long held, industry-wide beliefs

- The importance of weaving analytics into everyday operations

- How to squeeze that extra 1% audience growth

3:10pm - 3:50pm 40 mins
Track 2: Content & Context
Using Insights to Create Impactful Premium Branded Content
  • Roger Purcell - Customer & Competitive Intelligence Director, Conde Nast
more

Premium branded content is a fast growing area for publishers, offering marketers new ways of engaging their consumers by understanding the connection between emotions and content consumption habits. One of the biggest challenges is striking the right balance between brand messaging and tone of content with consumers. Join Conde Nast for a discussion on how to create impactful branded content, by using content insights to uncover unique content whitespace opportunities tailored for individual brands and their consumers.

3:10pm - 3:50pm 40 mins
Track 3: Future Tech
Track closed. Please choose a different track at this time.
3:50pm - 4:30pm 40 mins
Networking Break
4:30pm - 5:15pm 45 mins
KEYNOTE: Better & Faster: How to Get BETTER at Adapting to Change & FASTER at Making Innovation Happen
  • Jeremy Gutsche - CEO, TrendHunter & Author, Better and Faster
more

A core problem threatening business today is that people fail to adapt—or that they don’t know how close they are to even better ideas. After 10,000 years of evolution as farmers, we are prewired with a series of neurological traps that block smart teams and successful people from realizing their full potential. In this keynote, attendees will learn how to find their next level and will get the tools, takeaways, and an innovation assessment to ensure they are equipped to make change happen.








5:15pm - 6:00pm 45 mins
KEYNOTE: Quite Suddenly, TV Got Better
  • Grant McCracken, Anthropologist & Author of Dark Value: How to Find the Hidden Value in the Digital Economy
more

Out with the Dukes of Hazzard, in with Stranger Things, Game of Thrones, This is Us, The Handmaid's Tale and The Crown. Grant has done many hundreds of hours of research on this topic in the US, UK, Canada, Brazil and Mexico, all for Netflix who asked him to explore how and why we binge. TV is becoming the center of our culture and this changes what we want from every kind of culture. This talk is a “must see” for cultural creatives in media research, content creation, and marketing; it illuminates what people want as the new consumer and the new creators of culture.

6:00pm - 7:00pm 60 mins
Cocktail Reception: Sponsored by Viacom
more

During this reception hosted by Viacom, you’ll get all the post-production elements you want including musical scoring by an amazing steel drum band and (sound) bites from speakers as you network with peers over Miami cuisine.