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ARF @ CES 2015

At the CES Convention Center with Facebook, Havas Media, Twitter and Turner

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Our goal in these blogs is to go beyond bringing CES to your desktop and to connect you with the world’s most interesting leaders who are attending here at the Consumer Electronics Show. This is a quick recap from some conversations held right outside the showroom floor.

Lori Hiltz, CEO of Havas Media North America kicked us off with her view on why we’re all here? This is her eighth CES and she’s amazed by how much the event has changed.

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It’s no longer just about the tangible technologies that are demo’ed. But more about what we can do with the tangible technologies and how we manage the intangibles of how they change our lives and all the new data and learning they give us

One common theme among all our discussions was that the pace consumer media consumption behavior change is outpacing the devices, the delivery business models

and, most importantly, our research industry. Jeffrey Graham, Global Ad Research Director at Twitter, mentioned that TV especially is playing catch-up to consumers’ on demand and social connection behaviors.

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He credits his 13 year-old daughter for helping him stay on top of change. Jeffrey feels that the younger generation is a harbinger of future change, not just a generational anomaly.

 

Brad Smallwood, VP Measurement and Insights at Facebook agrees. Cautioned that we as marketers and researchers do not fully understand the behavior shifts that have already taken place and how to implement against them and measure them. In behavior change, Brad cites a move to bite-sized snippets of communication preferred over beginning-to-end engagement. Pulling article leads of a newspaper’s website over reading the paper cover-to-cover, 2:00 minute video downloads preferred over hour-long programming. But in snippets, how do we communicate brand building, product differentiation and offer/call-to-action?

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The key to catching up to this wave of change according to Daniel Aversano, VP Entertainment Ad Sales Research and Strategy for Turner Broadcasting Systems is moving data and analytics to the forefront.

 

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Dan believes this move is well underway. That we already have new levels of what works and more importantly – new transparency to what doesn’t work. The next revolution will be in maybe 2016 or 2017 when TV becomes a “two-way pipe” one side pumping content in and one side exporting addressable data out.

Our conversations also had incredible synergy as these leaders were asked what new skill levels were required for research to succeed and keep their seats at the C-Suite table in this tsunami of change. Diversity of experience came through from each leader.

Brad Smallwood of Facebook spoke of a time when narrow expertise was actually the key to career advancement. You would narrow your experiences to become the definitive expert in on the organization and deliver that expertise with advantage. However, in today’s world, if you are say the expert on census level research to measure TV . . . that data itself can be extinct in two years’ time.

Jeffrey Graham of Twitter talked about researchers today being “generalists”. Having to connect the dots on less complete data and “be storytellers” to help the organization make better decisions. Learning the subtlety of balancing quality and rigor with the demands of real time answers and the fluidness of today’s media world.

Where does this lead? We asked all of the interviewees what are the three wishes or key themes looking into 2015.

Brad Smallwood of Facebook shared his wishes for going forward:

  • Finding “true lift” measures where we are looking to understand the value over “justifying” the spend.
  • Having a common currency metric that balances some viewability measure with a reasonable efficacy component and ability to hold publishers accountable for that metric
  • Defining the mix between a “census-level” measure and a media mix,attributable measure

Lori Hiltz of Havas Media shared these key themes:

  • Collaboration. Both internally and externally
  • Risk. In today’s fast moving world you can’t be afraid to take some
  • Fun! Don’t let yourself be overwhelmed that you lose sight of what chances your passion is