Mike Bloxham might be best known in research circles
for his work at Ball State University where his ethnographic study set the pace
on ascertaining consumer device usage and adoption. Now, as SVP National Television
and Video for Frank N. Magid Associates, Bloxham is working on a range of
studies that incorporate both qualitative and quantitative applications across
all video delivery platform initiatives.
In
this fascinating interview, Bloxham talks about his current work with EmotionalDNA™,
his past work at Ball State, the impact of smart TV, how cord cutting is
actually cord morphing, measuring cross platform, the future of advertising and
what will be the dominating media trend in the next few years.
Subject length
(minutes)
Background and Magid 7:30
Ball State 9:46
Emotional DNA 8:25
Predictions and Cord Morphing 6:33
TV, Cross Platform, Mobile 7:55
Charlene Weisler interviews Mike Bloxham who talks about his background and his work at Magid in this 7:30 minute video:
Mike Bloxham talks to Charlene Weisler about his work on ethnography at Ball State in this 9:46 minute video:
CW: What is
EmotionalDNA™?
MB:
It’s effectively a viewer-derived
portrait of prime time. It is based upon how TV viewers describe TV shows and
TV networks as opposed to the way we in the industry define them. So it creates
a different kind of taxonomy, a different lexicon for the way in which shows
are defined by those viewers and it enables us to compare shows on a very
different basis. We see that shows that are most like each other in the eyes of
viewers aren’t necessarily shows which, on the surface, appear to be like each
other. So two unscripted shows based in
Alaska might be very, very different in terms of emotional tonalities as far as
the viewers are concerned. It may be that one of them is much more like sports
programming or highly intense dramas, for example. In fact, that is true of one
Alaska based unscripted show.
CW:
Are you working with any networks on Emotional DNA?
MB:
We have been working with A+E looking at EmotionalDNA™ as a means of defining
emotional tonality of both programs and ads and understanding how ad
receptivity can be impacted by the extent to which emotional tonality either
matches or mismatches to varying degrees. And with other factors like the
extent to which somebody likes a show is also a factor in improving ad
receptivity. Which I can tell you it certainly is, looking at our data.
Charlene Weisler interviews Magid SVP Mike Bloxham about Emotional DNA. What is it? View this 8:25 minute video:
What could the media landscape look like in 3 - 5 years? Charlene Weisler asked Mike Bloxham who shared his Predictions and the concept of Cord Morphing in this 6:33 minute video:
CW:
Mike, how do you think the media landscape will look five years from now?
MB:
I am going to answer that question the way I have been answering it for the
last ten years, which is simply to say “more”. There is going to be more
complexity, more fragmentation, more functionality. You will see more media with greater degrees
of functionality. Television may finally cease to be the least sophisticated
and most primitive screen available to us, albeit the granddaddy of them all in
terms of reach and frequency. So I would just say “more” in pretty much any
dimension you can think of. We are going to have more engagement with more
compelling content because compelling content is what is going to enable businesses
to survive.
CW:
And what about the future of advertising?
MB:
I think we are going to get smarter advertisers because the one thing I think
is possibly going to change very significantly is the way in which brands reach
people. And I don’t think it is anything as simplistic as what we call native
advertising (which I am not a great fan of) but I do think that advertisers are
going to realize as we see more time shifted viewing of one sort or another
whether it is SVOD or DVR or VOD, I think there is going to be an overhaul in
how we think about reaching people. Live TV is not going away. Thirty second
spots are not going away. I don’t have that much patience for those who say
they have gone away. Or for those who say TV is dead. But I do think there is
going to be more creativity and inventive thinking in how brands engage with
consumers both directly through what we conventionally define as media and the
media of everyday experience off air, off line and out in people’s lives.
In this final video, Mike Bloxham talks to Charlene Weisler about TV, Cross platform and Mobile in this 7:55 minute video:
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