Question

Topic: Research/Metrics

Media & Entertainment---way Forward

Posted by Anonymous on 3/20/2009 at 1:51 AM ET 250 Points
Dear KHE members,

As suppliers of primary consumer data, we're in a fix these days, from wont of work in the customized-- specific research requirments for specific brands--work.

As a result our focus has shifted to providing 'universal' answers'--which provide value--that the industry is willing to accept at 'recessionary' costs.

My question stems from the above background. With specific reference to the media & entertainment category--TV/Online/Print/Cinema/Mobile--what are some of the absolute 'must know' data that requires collecting that individual medium vehicles or in consortium will be willing to consider as 'value' and therefore pay up.

For example, take, TV:

a) What makes content 'exciting & engaging'---actionability for TV channels---show advertisers consumer behavior data that indicate certain programming at certain time slots draw/engage certain audience profiles.

For example, all Media:

b) What are the media habits of the 'rich & famous' of our society? When & where can we best target them? What about their spending patterns are particular? Etc. etc.

I'd really appreciate any thoughts that you may have given the above backdrop.

Cheers!
Steve
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RESPONSES

  • Posted by koen.h.pauwels on 3/20/2009 at 5:02 AM Accepted
    Hi Steve,

    Dealing with a similar 'efficiency' focus of clients, my typical answers revolve around:

    1) empirical generalizations in media effectiveness: if it is too expensive to perform client-specific analysis, what has been found before in similar situations? So for your question on how 'certain programming at certain time slots draw/engage certain audience profiles', let's start from the findings before the recession and then think through what - if anything - has changed (eg people now like more reassuring messages such as 'you can give back your new car within a year and get all your money back' or 'this travel agency will still be around next summer').

    I use both academic and industry publications to come up with these. What if customer spending has changed with the recession, as everyone feels poorer? Then I propose to use past findings for one social class lower than that of the customer. So, the 'rich and famous' upperclass may now behave like the upper middle class of yesterday. Of course, these are just efficient first cuts, ready to be updated with new data.

    2) as for which key performance indicators to stop versus to continue measuring, I perform econometric tests to cut down hundreds of candidate measures to a dozen, which are truly leading indicators of performance. See the presentation 'counting what counts: does your dashboard predict?' on https://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/leadership.html
  • Posted by telemoxie on 3/21/2009 at 2:47 PM Member
    I do not have direct experience in TV advertisements or radio advertisements or print advertisements...

    ... but I've had some experience in promotions by telephone, and I hope this may be somewhat helpful.

    Years ago, an expert in advertising once said, "I know the half of my advertising is wasted, I just don't know what half." And advertising decisions were made based on experience and surveys and guesswork.

    As an outbound marketing guy, I would try to convince folk and it was very difficult to tell exactly what benefit was received from a marketing effort. But, with the rise of Internet marketing, the folks who are spending the money today seem to be migrating towards marketing efforts which can be tracked directly, such as e-mail campaigns or promotions linked to specific web landing pages.

    Sorry, my sense is that those who are spending today's marketing dollars are more interested in measuring results than in estimating results.

    I don't know if this is the kind of feedback you are looking for, but at least here in the states, this shift toward specifically measurable results has been a major sea change. Good luck to you.
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