Discovery Influencer Viewers Alleviate Boredom with Smartphones

Smartphones are not only a great way to connect us to the world; they are also a good way to stave off boredom, according to Manu Singh, Group VP Commercial Insights and Digital, Discovery Communications. Discovery recently released the results of a new study on smartphones that demonstrates their ubiquity among society’s most influential consumers. 

As part of Discovery’s initiative to better understand trendsetters, the company embarked on a series of research studies designed to better understand attitudes and trigger points for a range of behaviors and purchases. They identified consumers who set the pace in technology, purchasing and viewership to comprise their panel, and extracted some compelling – if not surprising data.  As always, influencer studies may not be reflective of mass population, they are invariably the indicator of the next tipping point. 

“Our ever- increasing reliance on Smartphones to navigate and manage our lives makes it a deeply personal purchase for consumers”, said Manu Singh, Group Vice President, Commercial Insights and Digital, Discovery Communication. “Certainly, at a time when engaging on a more 1:1 basis is an imperative, providers and brands should consider opportunities to align with consumers’ relationship with their devices when looking to communicate plan benefits and brand features.”

Here are the key takeaways:

      1.       Smartphones are a must-have. 78% of Discovery Influencers don’t go anywhere without their smartphones and close to half (49%) spend more than 3 hours a day on their phones. The majority of them (65%) agree that their smartphone makes them feel more connected to the world.

      2.       Highly entertaining. But smartphones play an even greater role than that – they have become a go-to entertainment source when boredom hits. Seventy-three percent report that they turn to their phone when they are bored.  The spend their time browsing the internet (82%), on social media (75%) or watching TV/video content (41%).

      3.       Good Service. Consumers are happy with their providers. 76% of Discovery Influencers are satisfied with their current smartphone provider. Younger owners are even more satisfied with their current provider. Millennials are more likely to say they are “Very Satisfied” with their current smartphone provider than older viewers (35% vs 28%).

      4.       Eager early adopters. While very satisfied with their service providers, Discovery Influencers are eager to adopt the latest and greatest innovations for smartphones. . Nearly 1 in 4 Discovery Influencers are looking to upgrade or buy a new phone and 90% of this group plans to do so in the next 6 months.

      5.       Phone calls? C u l8r. Unlimited texting is the way to go.  Texting trumps all other forms of communication, with 66% of respondents saying that text message/iMessage is the preferred way to connect with friends and family. With such a high rate of Discovery Influencers opting for messaging, having unlimited texting is an absolute must-have. Being able to decode your family/friends’ text messages requires a whole other plan! 

      6.       I Want an Apple phone. Among all brands of smartphone, Apple ranks #1 as the best fit for their lifestyle and is also considered the most reliable, most trusted, and the highest quality.  However, Samsung is not far behind. Coming in at a close second for all the above qualities. Samsung emerges as a winner when it comes to price, with Discovery Influencers giving credit to the brand for having the best prices.

      7.       Millennials have a love/hate relationship with their phones. For Millennials, smartphones are an integral part of their lives Millennials live off their phones, using them for many more purposes than older (35-54) Influencers from shopping online (71% vs 52%) to buying groceries or ordering takeout (45% vs 27%) and watching TV or Video content (70% vs 37%). Yet, Millennials are twice as likely to describe their smartphone as “stressful” and 29% say their smartphone makes them feel lazy. And on an even sadder note, 20% of Millennials say they think their partner loves their smartphone more than them.

Discovery’s research has confirmed what most of us instinctually already knew – that smartphones play an outsized role in our lives, bringing ease and convenience -- but also stress and feelings of inadequacy.  Maybe there is a psychiatrist app for that?

This article first appeared in www.MediaVillage.com

Discovery and Omnicom Study: Reaching Tech Enthusiasts Cross-Generationally

Discovery and Omnicom have partnered in a new research study that discerns the impact of technology on consumers’ lives. Focusing in on “tech enthusiasts,” a psychographic segment identified by tech ownership and attitudes, the study delineated the generational differences between Gen X and Millennials. 

“While technology has created more opportunities to reach consumers through increased touchpoints, a lengthier purchase process and receptivity to advertising, there are dramatic generational differences. We found that technology empowers and inspires Gen X enthusiasts while Millennials find technology more stressful and lethargic,” explained Manu Singh, Group Vice President, Commercial Insights and Digital, Discovery Communications.

I found this insight fascinating and followed up with more questions for Singh:

Charlene Weisler: Why do you think there is such a stark difference between Millennials and Gen X in tech attitudes?

Manu Singh: Both groups feel more productive and empowered by technology and have no desire to step away from their technological lives. Differences stem from how pervasive technology has been in their everyday lives from the start. Millennials are accustomed to technology being woven into all facets of their interactions while Gen Xers have clear memories of a lower tech life.

Millennials are exposed to the pressures of staying on top of technology and being judged by their peers. They are more likely to follow new tech releases and get the latest devices but also report feeling more stressed by technology. While the social benefits of technology are important to both generations, it’s stronger for Millennials. Technology facilitates their main modes of communication, creating an inherent social “burden” to stay relevant. Gen Xers appreciate and respect the benefits of technology but tend to focus more on how it can improve and simplify their daily lives.

Weisler: What should an advertiser do to reach Gen X and Millennial enthusiasts?  Is there different messaging by generation?

Singh: Both say they are consuming more video due to advances in technology so there are more opportunities for advertisers to connect via video. When it comes to viewing, TV remains the go-to device for both generations with a multi-platform strategy.  

When thinking about messaging for Millennial enthusiasts, it’s about having access to the world, freedom of creative expression and career benefits.  For Gen X, messaging should express empowerment and innovation – these are reasons they are driven to use technology and it will feed into existing excitement about capabilities and benefits. Both groups of tech enthusiasts are open to advertising, but place a high value on relevance and personalization.

Weisler: What should programmers and content providers do to reach both groups?

Singh: Technology is integrated into all areas of their day to day. It is a lean-forward mindset.  Networks like Discovery successfully resonate with Tech Enthusiasts because of innovative content that fuels their curiosity.  DCI tech enthusiasts are more likely to notice and be receptive to advertising than non-Discovery enthusiasts. It is also important to make content available where consumers are.  Millennials are more likely to view on mobile devices as well as layer streaming services on their cable/satellite subscriptions.     

Weisler: What is the future peril and opportunity with each group with these attitudes towards tech?

Singh: Recently there has been a movement towards simplicity (Tech Free Tuesdays, adult coloring books, etc.) in response to perceived oversaturation of technology.  While a mass exodus from all technology is unlikely, there should be a focus on the role of technology in enhancing lives more than it detracts.  Focus on smart-tech product creation with the goal of life-improvement (lower utility bills, reliable home security) as opposed to the mere creation of more products. Technology has created new ways to learn about brands, simplified purchasing and expanded product options.  Tech enthusiasts are becoming smarter, more efficient and global shoppers. Their curious nature means they are open to new shopping experiences.

Weisler: What is the future of linear TV with each group?

Singh: TV is not dead! Traditional TV set is still used most often for viewing video content and over half of enthusiasts still have cable or satellite service.  There will continue to be shifts as on-demand culture grows alongside streaming and social platform offerings, but we see linear TV maintaining its base position for content creation and distribution through linear, VOD, DVR and online streaming/app means.   

I just wanted to add that with Apple’s 10th Anniversary iPhone, a new round of consoles hitting the market for the holidays, and a smart speaker spending war brewing between Amazon, Google and Apple, the need to connect with Tech Enthusiasts is stronger than ever. And, since eight out every 10 tech enthusiasts watch Discovery Networks, so I have to say that makes our content a must-buy!

This article first appeared in www.MediaVillage.com

Trends Revealed at the Cynopsis Data and Measurement Conference

For those of us navigating the brave new world of media, the data rushing into the market has been met with both exhilaration and, let’s face it, a bit of dread. What datasets are most predictive and valuable? How can a company best manage all of its data and connect it seamlessly across platforms? What metrics are most useful and capable? 

The recent Cynopsis Data and Measurement Conference offered some insights into these questions, showcasing trends in media data from its impact, its measurement, its use by advertisers and its targeting applications. Here are some takeaways:

Lazy Data Confounds the Path to Purchase

Lazy data is misleading data, according to Mike Rosen, Executive Vice President Portfolio Sales and Strategy, NBCU. Lazy data is essentially those datasets that are not efficiently and accurately attributed back to the sale or are not adequately counting the value of certain consumer groups. “Data in the service of marketing and media is a very human endeavor,” he explained, “We can use data to understand human behaviors.”

But as a Baby Boomer, Rosen believes that his spending patterns are not given the credit they deserve. He does not have a social footprint but he spends on a variety of goods and services from shopping at a range of online and offline stores, using credit cards, “I own two cars, I have insurance policies, I travel, own loyalty cards and spend on entertainment. I throw off lots of data but because of lazy data, they can't find me.” Advertisers are “targeting demos like Millennials and Gen X. I am a Boomer. I am out.” Advertisers consider older consumers acceptable waste, reached anyway. “If you market to me do I not shop?” he intoned, “I am a human consumer with a high credit rating. You can't seem to find me.”

The root causes of lazy data, according to Rosen, are:

       1.       Sticking with age and gender categorizations which don’t count valuable consumers.

       2.       Buying by network and not by program, diluting the ability to efficiently reach target viewers.

       3.       Equivalizing platforms. Platforms have different viewing experiences and different levels of engagement.

       4.       Correlation Causation. “We so badly want to relate things to each other but it could just be coincidence. I live in Westport. I love Greek yoghurt … but not because I live in Westport,” he stated.

Without an attribution model, the problem of lazy data will not go away, “It is never quite that simple to determine the path of purchase,” Rosen concluded, “The messaging route by platform each carries a different role in purchasing.”

Unified Measurement Pessimism

Let’s face it, finding a unified measurement that works well across platforms is not an easy task. In fact, according to a questionnaire floated by Cynopsis before the conference, 60% of all respondents believe that we will never attain unified measurement. This is a staggeringly high percentage of pessimists.

George Ivie, Executive Director and Chief Executive Officer, Media Ratings Council, is writing the viewability standard. He asked his panel, “What metrics matter? Which are the most relevant? Why are we rushing to try and equalize metrics? Shouldn’t we focus on value and let them be different?” There was general agreement here. According to Manu Singh, Group Vice President Commercial Insights and Digital, Discovery, “not all impressions are created equal.” Brian West, Director, Multiplatform Research, ABC added that he is, “focusing on the full life cycle of measurement by setting requirements in place, implementing measurements, validating them and using them to drive insights,” implying the creation of many metrics. “Inventory is the goal to measurement,” noted Ed Davis, Chief Product Officer, Fox. “What delivers attention to the brand - how much and how long?”

There is no ideal. It all depends on the campaign goals. There may be multiple ad formats that, in my opinion, make standardization difficult. So it may come to pass that there is never going to be a unified measurement across platforms. But according to some industry executives, we may not need one.

Measurement Surprises

Taking unified measurement one step further is the idea that technology advancements are creating unintended considerations that are bubbling up in measurement discussion. For example: In a world where media companies can disable fast forward … or not … how do you measure forced versus organic viewing durations comparably? Ivie discussed duration weighting and developing metrics that demonstrate how platforms and content perform differently. Singh noted that, “We want to standardize those metrics. We support duration weighting.” The MRC is also tackling deduplication, focusing a great deal of attention on its methodology. “When it comes to unduplicated reach, there is still work for us to do as an industry,” noted West.

The measurement wish list is long. Singh would like, “all interactions of consumers to funnel into one repository,” and to also, “take into account qualitative data.” While West added, “It's not a one size fits all. We work consultatively with our clients. What is the ROI? What is the impact on brand? We make some form of compromise. Data is device based when we want persons based, for example. We need to advance on that.”

Jamie Power, Chief Operating Officer, one2one Media may have summed it up by saying, “When it comes to multichannel measurement, it is easier to find audiences but harder to measure them.” With all of these great minds pondering the measurement universe, maybe we can convince the pessimistic 60% that some form of standard measurement (or measurements) might indeed be possible one day.

This article first appeared in www.MediaVillage.com

Not All Video Experiences are Created Equal. Recent Discovery Study Reveals Superiority of TV Platforms

Do consumers view and process ad content differently depending on the platform? Is television more engaging than other viewing platforms? Discovery thinks so, and to prove it commissioned a study on video perceptions with IPSOS that compared and contrasted viewer engagement, usage and intent by television and social platforms. The result proved that TV reigns supreme with engagement and intent.

“The study was designed to capture mindsets of consumers when using platforms, identify how advertising is enjoyed by platform and determine differences in the role and value consumers get from ads seen on different platforms,” explained Manu Singh, Group VP Commercial Insights & Digital, Discovery Communications. 

The highlights are as follows:

1. Different platforms have sharply different levels of engagement and personal intent. This is because of the way content is discovered. “Unlike videos on social platforms (which are most likely to be viewed as a result of scrolling or popping up in a viewers’ feed), viewers actively look forward to watching TV platforms, and say they are more personally invested, immersing themselves in content that engages and excites them,” noted Singh.

2. TV platforms (Live/Recorded/On-Demand and TV Everywhere)  have the highest level of intent Forty-five percent of TV viewers planned on watching on TV platforms, compared to only 7% of social media platforms.

3. TV Everywhere blends the best of both worlds with more appointment viewing and the ability to combine the access, flexibility and connection of social media.  The study showed that 26% of viewers are consuming TVE out of home – with 1 in 10 watching on their lunch break.  TVE viewership is spread across many platforms – from smartphone, TV and laptops through streaming, digital media players.  

4. The lower level of personal intent for social media was due to the way content is discovered – less by intent and more by happenstance. Social media video viewing was more commonly a result of video content appearing on a viewers’ feed or due to boredom.

5. Viewers are more excited about the anticipation on viewing programming on TV. The study found that 7 in 10 viewers said they look forward to watching content that is live / on-demand / on TV Everywhere. (TV Platforms 68% vs. social media 49%). And TV viewers are more invested in the content (68% for TV vs. 61% for social media).

6. TV platforms (31%) are considered more engaging than social media (23%) while social media viewers say they were less attentive (27% Social Media vs. 21% TV).

7. TV is generally a more relaxing experience for viewers and encourages greater engagement. Sixty percent of TV viewers report being relaxed while viewing content compared to under 40% on social. Oftentimes the reason for viewing content on social platforms is to overcome boredom but viewership on social platforms can also be stress-inducing or create distractions.
   
   

“So, for an advertiser who wants to really connect with the viewer,” added Singh, “Not all impressions are created equal. When it comes to delivering invested, engaged and excited audiences, we believe there’s no better platform - in all of its forms - than TV.”

This article first appeared in www.MediaVillage.com