By Mike Bloxham, SVP National Television and Video, Frank N. Magid Associates
For the first time at TVOT
, delegates will be able to attend a special full-day Insights Track as part of the main conference. Sessions are focused on consumer insights derived through research, live discussions with consumers themselves, and measurement challenges and opportunities in this new era of television.
Curated by Frank N. Magid Associates and sponsored by Sorenson Media, the Insights Track has been designed to be relevant to any delegate--whether involved in strategy, content creation, distribution, advertising and monetization, marketing and more. The day encompasses some of the most challenging and exciting issues associated with the evolving world of TV and video.
And you'll even get a chance to interact directly with some real viewers!
At the heart of the day's agenda are the challenging questions of how success will be achieved as the viewing experience becomes more multi-faceted, and how the insights necessary to thrive will be defined and secured in order to best inform decision-making.
Throughout the day, we'll be hearing from practitioners and thought leaders from all sides of the industry, who'll be discussing the impact and opportunities presented by the rapidly developing world of OTT and SVOD services, the potential of the data-rich promise of Connected TV, and the implications of the changes in how we consume video for the processes used to develop, test and ultimately green-light content.
Our selected panelists cross the industry--from networks to technology providers, and agencies to advertisers. The companies they represent include GroupM, Roku, The Coalition for Innovative Media Measurement, NBCU, Spike, The CW, Sorenson Media, Samsung and more. We're sure to see some lively debate.
We'll also hear some quick-fire case studies featuring original research on such issues as consumer response to onscreen overlays (Sorenson Media), the impact of great content and storytelling that audiences love on advertiser ROI (A+E), and how we are consuming content outside the home across different platforms (Sonifi Solutions).
In addition, we'll enjoy a rare opportunity to hear directly from three major advertisers about what is shaping their thinking with regard to the changing face of TV and video and what they need to justify sustained investment of one kind or another. Brand marketers ultimately have huge influence over how the media and entertainment business develops, and executives from Microsoft, Clorox and Warner Brothers will lift the lid on the needs and perspectives that are driving their thinking and--ultimately--their budget allocation in different platforms. In this session, hosted by the Advertising Research Foundation, we'll learn if they are as excited about the same possibilities that some of us are.
We're also fortunate to have the opportunity to hear a view from the top in the form of a one-on-one interview with Howard Shimmel, Chief Research Officer at Turner Broadcasting. As head of research for a company with one of the largest and most diverse portfolios of media properties in the country and a vast global reach, Howard touches every part of the business. What are the burning issues impacting him and his peers and how are they addressing them? What are the priorities and how are Turner and businesses like it--and ultimately all its business partners--addressing those priorities?
The highlight of the day for some may be when the tables turn and, instead of us talking about viewers, they talk about us. We will hear directly from two distinct groups of consumers: Millennials and the cohort that's following them, the Plurals. Sharalyn Orr, Executive Director of Magid's Generational Strategies team, will host two separate sessions where she will draw on the firm's 11 years of generational research and consulting to unlock the young viewers' perspectives. We start the day with the Millennial panel--the group that is rapidly becoming the dominant economic force in society--and later in the day we'll meet the Plurals, the teenagers that represent the consumers that really are the audience for the TV of Tomorrow.
Come and hear what they have to say about their media preferences and their expectations, and join these live mini-focus groups--they'll be taking your questions!
We're expecting a great day at this inaugural Insights Track--come and participate, learn and no doubt have some laughs along the way with a stellar line-up of participants.
- The Schedule of Sessions for TVOT 2015, including the Insights Track, can be found here.
- Purchase your TVOT 2015 tickets here.