Informa Insights, Marketing & Innovation is part of the Knowledge and Networking Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.

Informa
Key Sessions

Kent Rees

KEYNOTE: What Media Marketers Want from Research and What Research Should Expect from Marketing

Pop TV

Soon Yu

KEYNOTE: Moments Matter...Make Yours Iconic

VF Corp & Author of the forthcoming book Iconic Advantage

8:30am - 8:45am

Registration & Breakfast

8:45am - 9:00am

Chairmen Welcome & Day 2 Recap

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

KEYNOTE: What Media Marketers Want from Research and What Research Should Expect from Marketing

With the rise of big data, the science of media marketing, audience development, customer acquisition and retention can be both a blessing and a curse. We know more about audiences than ever before, with fewer and fewer opportunities to grab their attention. Creative is at an all-time high, while the best work sometimes goes unseen. This session is a front line look at the practical relationship between media research and media marketing. Based on a survey of network and cable executives, learn where the passion and pain points are, what everyone really wants, and why we’re all talking past each other when it matters most. Includes an AMA: Ask a Marketer Anything.

  • Kent Rees - Chief Marketing Officer, Pop TV
more
9:45am - 10:30am

KEYNOTE: Moments Matter...Make Yours Iconic

Reaching iconic status is the highest and most profitable form of branding. To achieve this, most businesses pursue iconic features and style within their product franchises. However, just as effective and potentially even more sustainable, is the ability to create signature iconic moments. This requires identifying pivotal moments in your customer’s journey and developing an innovation platform against those. Learn how successful businesses have transformed their brands through signature iconic moments.

  • Soon Yu - former Global Vice President of Innovation, VF Corp & Author of the forthcoming book Iconic Advantage
more
10:30am - 10:45am

Networking Break

Showing of Streams
12:45pm - 2:00pm

Lunch

2:00pm - 2:05pm
End of Media Insights & Engagement 2018

End of Media Insights & Engagement 2018

8:30am - 8:45am 15 mins
Registration & Breakfast
8:45am - 9:00am 15 mins
Chairmen Welcome & Day 2 Recap
  • Theresa Pepe - VP, Marketing & Partner Insights, Viacom
  • Jim Bono - VP Research, Crown Media Family Networks
9:00am - 9:45am 45 mins
KEYNOTE: What Media Marketers Want from Research and What Research Should Expect from Marketing
  • Kent Rees - Chief Marketing Officer, Pop TV
more

With the rise of big data, the science of media marketing, audience development, customer acquisition and retention can be both a blessing and a curse. We know more about audiences than ever before, with fewer and fewer opportunities to grab their attention. Creative is at an all-time high, while the best work sometimes goes unseen. This session is a front line look at the practical relationship between media research and media marketing. Based on a survey of network and cable executives, learn where the passion and pain points are, what everyone really wants, and why we’re all talking past each other when it matters most. Includes an AMA: Ask a Marketer Anything.

9:45am - 10:30am 45 mins
KEYNOTE: Moments Matter...Make Yours Iconic
  • Soon Yu - former Global Vice President of Innovation, VF Corp & Author of the forthcoming book Iconic Advantage
more

Reaching iconic status is the highest and most profitable form of branding. To achieve this, most businesses pursue iconic features and style within their product franchises. However, just as effective and potentially even more sustainable, is the ability to create signature iconic moments. This requires identifying pivotal moments in your customer’s journey and developing an innovation platform against those. Learn how successful businesses have transformed their brands through signature iconic moments.

10:30am - 10:45am 15 mins
Networking Break
10:45am - 11:30am 45 mins
Track 1: Monetization & Distribution
Data Driven Content: How to Measure, Grow, and Monetize your Online Video Audience
  • Edwin Wong - VP, Research & Insights, Buzzfeed
  • Allison Stern - Co-Founder & CMO, Tubular Labs
more

In this fireside chat, Edwin Wong, VP of research and insights at Buzzfeed, and Allison Stern, co-founder and CMO of Tubular Labs will dive into Buzzfeed's secrets of success in online video. With over 4 Billion Facebook views and 710 Million YouTube views in December 2017 alone, Buzzfeed has been #1 on Tubular's media property leaderboards for the past year. Using a data-driven approach, Buzzfeed's 100+ creators make compelling content that keep audiences coming back for more and pave the way for winning branded content deals.

10:45am - 11:30am 45 mins
Track 2: Content & Context
INTENSITY as the ‘3rd Dimension’ of Media & Marketing Effectiveness
  • Tim Perlstein - SVP Strategy & Insights, Fullscreen Media
more

We believe the "reach and frequency" model for measuring marketing effectiveness and media value is incomplete - and potentially obsolete.  Digital platforms and tactics allow us to target audiences that are so much more precisely defined than yesterday's broad demos - which should (in theory) lead to more efficient marketing investment.  But more importantly, today's most valuable youth audiences are social-first - which means they simply won't tolerate the repetition of simple, broad messages (and don't have to).

The key to future success for brands lies in creating content that consumers will love.  And by love, we mean that it captures their full attention - and matters enough to engage with and share further.  Digital-native creators (aka "influencers") have mastered this kind of social storytelling.  From our work with influencers we’ve seen the intense connection they have with their audiences, and how willing their fans are to take action based on this deep relationship.

This talk will cover:

  • Frameworks and practical techniques for understanding and measuring this kind of engagement - which we call intensity
  • Ideas on how brands can learn from influencers - and (when appropriate) effectively co-create with them
  • How adopting elements of the influencer playbook can elevate brand storytelling and improve marketing impact
10:45am - 11:30am 45 mins
Track 3: Future Tech
The Connected Consumer
  • Vicki Lins - President & CEO, CTAM
  • Linda LaVigne - Senior Director of Research, CTAM
more

Recent estimates show that Americans will have an average of 50 connected devices in the home by 2020. From smart home technologies to wireless home security monitoring, from customizable Internet-enabled experiences to a vast array of ways to access content, the breadth of consumer connections is on the cusp of exponential growth. As an industry, in order to stand out and shine among the players, we need to learn how to engage this consumer. This “first-of-its-kind” exploration will give us a nuanced picture of the current landscape, help us to understand what drives early adopters and to develop experiences that will resonate today, and attract the digital native Generation Z as they age into adulthood.

11:30am - 12:15pm 45 mins
Track 1: Monetization & Distribution
Limited Commercial Interruption: Fewer Ads = Higher Sales
  • Mark Loughney - VP, Research Turner Emerging Consumers Ad Sales, Turner Broadcasting
  • Brian Compare - VP, Research, truTV
more

Beginning in 2016, truTV cut commercial loads significantly in new episodes of its primetime series. This was done to enhance the viewer experience by limiting interruptions, and to deliver greater impact for advertisers. This study was designed to determine how the limited commercial load compares to a full commercial load in terms of program enjoyment, brand impact, and most importantly product sales. The results of these studies showed strong sales lifts for the brands advertised in the LCI environment, compared to typical TV ad loads. These findings represent an important step in demonstrating that an uncluttered ad environment works to strengthen viewer engagement

11:30am - 12:15pm 45 mins
Track 2: Content & Context
Building Bridges: Serving Hispanic Millennial Sports Fans
  • Barry Blyn - Vice President of Original Content and Brand Intelligence, ESPN
more

In an attempt to answer the question, “How do we make ESPN a more welcoming destination for Hispanic sports fans?”, ESPN did an in-depth study to understand how to better serve this pivotal group of fans. Through understanding the mindset of Hispanic Millennial Sports fans, more specifically,their cultural values, we were able to see how those values manifest into “sports values.” The results informed how to shape content that appeals to both Hispanic Millennial Sports fans AND fans in general.









11:30am - 12:15pm 45 mins
Track 3: Future Tech
But Will They Watch It? A Multi-Dimensional Approach to Content Testing
  • Carole Smith - Vice President of Audience Analytics, BET Networks
more

What is the most important question for testing content – Will They Watch It? And Why (or Why Not)? In an effort to gain greater understanding of viewer appeal for BET content, BET re-imagined its show testing, morphing from strictly conducting focus groups to a multi-dimensional content testing program. This new approach encompasses the latest in next generation research capabilities, borrowed from the political world, the stock market and consumer package goods. These new research methodologies have offered the opportunity to more realistically assess the viability of each show BET considers airing on the network.

12:45pm - 2:00pm 75 mins
Lunch
2:00pm - 2:05pm 5 mins
End of Media Insights & Engagement 2018