Advances in technology,
shifting cultural norms and an expanding media landscape have led to a
revolution in how media content is created, consumed and shared. The MRS’s
Media Research conference will examine the latest media consumer trends and look
ahead to what this may mean for content producers in the near future. We’ll analyse
consumers’ evolving media behaviour and the implications for brands and content
producers. We’ll consider how best to measure audience engagement with digital
content. We’ll compare a range of research tools and approaches that are
helping brands and content producers fine tune their content delivery to
engage, captivate and delight audiences.
Hear case studies from News UK, Channel 4 and the BBC on
how insight and market research are essential tools for staying relevant in a
insights from mindshare andJ. Walter Thompson on AI and
other future technology trends that are shaping media consumption and consumers
interaction with digital content
Analyse Facebook and Twitter video trend data to unearth the reasons behind video’s
exponential growth in feed environments and what this means for brands
Hear new insights from ITV
and BBC on generating content that will be remembered, shared and
Join in with the cross
platform industry debate on whether personalisationis a short-term fad or a long-term
Examine cutting edge methodologies for
capturing emotions, tracking usage, understanding behaviour and measuring media
Where is the event taking place?
London Zone 1, TBC.
With thanks to:
08.45 Registration & coffee
09.20 Opening comments from the Chair
09.30 The top 5 technology & cultural trends to
watch in 2017
An exploration of the key technology
and cultural trends for 2017 and how they will impact consumers, brands and
media behaviour in the future:
• Reality Check: A raft of virtual,
mixed and augmented reality experiences are coming our way but will they be successful?
• Hassle Free: The increasing use of
technology to iron out the inconveniences of everyday life.
• Connected Me: The growing number of
ways in which we interact with the web using the human body
• Digital Dieting: How consumers are
rethinking and adjusting their use of technology
• Tunnel Vision: The extent to which digital is increasingly
personalising our experiences, from the news we consume to the things we
buy. A good or a bad thing?
Harding, Research & Insights Director, Mindshare
09.55 Audiences Unbound: A Vision Of The Future Of Media
What does it mean for content
producers, brands and advertisers when audiences reject traditional media
formats and consumption patterns?
‘Unbound’ audiences - those who reject
scheduled and physical media - have grown from a niche group of early adopting
millennials to the edges of the mainstream within just a few years. They are
throwing off the shackles of established media channels, embracing boundless
choice and flexibility, whilst consuming more media than other audience groups.
This new research study explores TV
& video, news and music consumption habits in an unbound World. Discover:
• How this audience is shaping the
future of media consumption
• Why past media habits are being
rejected and what has filled the gap
• The media, brands and content that
• The highs and lows of being an
unbound media consumer
• How to adapt to remain relevant in
an unbound world
Handford, Head of Insight, Trinity McQueen
10.20 It’s not ‘we’ it’s ‘me’: Are we getting too personal
with our audience?
The communications industry is at a
cross roads when it comes to recommending and targeting content to audiences.
The first path is driven by technology and is often focused on the moment of
choice, the moment of action and bringing the right choices to consumers based
on their previous behaviour. The second path is driven by advances in
understanding and acceptance of exactly how people make choices; a world of
non-rational, subconscious, emotion driven behaviour.
This session will discuss whether the
drive to ever more personalised communications is of benefit to the audience,
to brands and media owners. Is the current move towards micro targeted
experiences too much?
• Exploring the industries fascination
with personal and targeted experiences
• Determining when it’s right to
target and when it’s right to go for a broader led communication
• Is there a split between mass media
and targeted media?
• Questioning whether personalisation
is creepy, creates ghettos of choice and doesn’t fit with curiosity and real
• Examining the implications of
personalization for creativity and funding models of major publishers and
• Can machines curate my schedule?
Mortensen, Director of Audiences, ITV
to be announced
10.50 Refreshments and networking break
11.20 Adapting to new media
models: How great insight is the key to constant evolution
A triple perspective session
demonstrating how insight is crucial to the evolution of traditional media
brands to new digital platforms and new forms of audience engagement.
eye on the future - Navigating the new digital landscape
TV viewing has changed enormously in
recent years. Where once the mass
viewing of live TV was the norm, emergent technology has allowed us to shift
time, watch on demand and dip in whenever and wherever we find ourselves. All of this has major implications for a
brand like C4, and in 2016 they embarked on an exploratory piece of research to
better understand the media world they existed in – and more importantly have
foresight of where things might be going next and how C4 should respond.
The research included a consultation
with experts in viewing behaviour and new technology, before an in depth
exploration of real viewing behaviours captured using wearable lifelogging
Hear what C4 discovered about viewing
behaviour in the new digital environment and what successful initiatives C4 has
already undertaken in social media, platform and content development in
response to this latest research.
Dr Bob Cook, Innovation &
Inspiration Director, Firefish
Leonie Hodge, Head of Research &
Insight, Channel 4
new Wild West: Translating traditional news brands onto new platforms
The Sun newspaper wanted to understand
how best to deliver content on Snapchat. With no rules of engagement, no case
studies, limited insight into the reader, it wanted to understand how a
traditional news agency could remain relevant to digital natives and attract
Using a research mix of traditional
and non-traditional approaches including sample recruitment and brand research
on Snapchat and workshops in the News UK offices, the Sun grew its
understanding of the users of Snapchat and were more equipped to tailor tone of
voice, content, style of delivery and engagement based on the research
Teunis, Senior Director, LRWTonic
Clarke, Head of Insight, News UK
is the same, only different: The fundamental needs of kids and youth
The world of kids and youth is
constantly changing. The rise of a digital-first market has seen with it the
emergence of a plethora of new online entertainment brands and content
destinations. These have fostered the desire in young people to want more
control, to access content on-demand and led to personalised and social
experiences becoming increasingly appealing.
However, in the midst of these changes, it’s important to remember that
there is something that does stay the same. Kids still have the same developmental
stages and needs they have always had.
Based on a longitudinal study with 2 –
24 year olds, strengthened by an academic literature review; the BBC has
developed a needs model describing the fundamental drivers of behaviour
influencing why kids and youth access and use media and technology. By understanding what will remain constant in
an ever increasingly complex and changing world, this needs model provides a
simple yet powerful framework which can help media, entertainment and many
other industries with content and product innovation.
Collins, Head of Youth Audiences, BBC
French, Head of Audiences – Children’s and Learning; (CBeebies, CBBC and BBC
13.35 The evolution of video in feed environments
Facebook, Instagram and Twitter data
shows that video viewing is rising fast. New video formats are also continuing
to evolve rapidly, along with people's expectations. But what’s driving the
rise of video and where video is headed next? Hear both Facebook and Twitter share
their latest research insights into the use and impact of video in feed
environments and what this means for brands.
Hear Facebook share findings from its
recent video research which integrated biometric implicit measurement with
understanding key shifts in people's video viewing preferences across different
content types, markets and devices. The research has unearthed five key trends:
Twitter will draw on its rich bank of
insights to unpick why video works so well in a live, dynamic environment, what
emotions it evokes and how it is consumed and shared.
Moosman, Head of Research, Twitter
14.25 Boosting content ‘talkability’ among SVOD audiences
ITV set out to understand the
‘talkability’ impact of SVOD services with a view to informing the ITV Content
Marketing team about what they could do to boost their own programmes’
‘talkability’ and engage audiences in a new way.
Through a multi stage innovative
research process involving expert interviews on attitudes, behaviour the power
of word of mouth and the near-future TV/content landscape; an audit of trends
in popular culture that impact viewership and chat; and interviews with six
friendship triads to understand how and when people talk about viewed content,
ITV discovered key audience insights about the nature and behaviours of SVOD
This session will explore the impact
this research has had within ITV in terms of the creation of new ways to
support and encourage further chat and content ‘talkability’ and how other
brands can learn how to boost their own brand’s ‘talkability’ among this
attractive consumer group.
Clark, Research Manager, Join the dots
Riches, Brand Research Manager Audiences, ITV
How to be remembered: A guide to making TV and radio memories that stick
Think back to some of your earliest TV
Where were you? Who were you with?
What were you watching? And crucially, how does this memory make you feel?
BBC has recently explored the
complexities of memory in the context of media; specifically how and why we
remember pieces of TV and radio, both in the short term and over a
lifetime. In an overloaded media
landscape with more and more things vying for your attention, how does your
brand cut through?
This interactive session will present
a working model of why and how certain media stick in the mind and will deliver
a (highly memorable) new lens through which to examine media content.
Rafferty, Associate Director, MTM London
Bunker, Head of Audiences, BBC
15.15 Refreshments and networking break
15.35 Speak Easy - The future of advertising in a
voice first world: An exploration of the impact of Artificial Intelligence
& natural language processing developments in advertising
As AI developments in NLP continue
apace, voice is set to become our primary form of interaction with
technology. This will present
fundamental challenges for brands, communications and advertising. The Speak
Easy study is a multi-disciplinary study encompassing self-ethnography,
qualitative and quantitative research to explore consumer attitudes to voice
This interactive session will use a
neuroscientific demonstration to explore what happens in the brain when we
interact with technology via voice, and how voice interactions are
fundamentally different from their ‘text’ equivalents.
Join the discussion of what the
implications are for the future of advertising of a voice-first world.
Pounder, Futures Director, Mindshare
Andrew, CEO, Neuro Insight
Cherian, Director Innovation Group, J. Walter Thompson
PANEL: Innovation in measuring advertising engagement
How Best To Measure Advertising
Engagement - Comparing four different approaches to measuring engagement and
tracking: measuring user attention to digital advertising
capturing an ad’s emotional charge and the feelings it stimulates
and Geo location: assessing the impact
exposure to digital advertising has on brand metrics and in store purchases
data analytics: pinpointing optimal engagement opportunities
Hopkinson, Senior Research Manager, IAB UK
Carter, Head Of Digital & Connected Consumer, IRI Worldwide
Hill, CEO, On Device Research
To Be Confirmed, Lidl
Margaritelli, Research Manager, ICM Unlimited
17.15 Closing comments from the Chair
End of conference
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Delegate fee until 21 April 2017 MRS Member £355 (£426 inc VAT) Non-Member £485 (£582 inc VAT) Please note: Early Bird fees must be paid in full by 21.04.17 Delegate fee from 22 April 2017 MRS Member £455 (£546 inc VAT) Non-Member £585 (£702 inc VAT)