Yet another week during which you did not have the time to do everything that you had planned to do? No worries. Here’s a brief summary of what caught our attention this week. Enjoy reading it!
QUOTE OF THE WEEK
“What is interesting is that while networks consistently indicate that the viewer is at the centre of their thinking, they don’t seem to actually analyse how users truly behave.”
This week, I’m in Banff to attend the highly sought after World Media Festival and I’m curious to know what TV network decision-makers think of this statement made by Gabriella Mirabelli. The CEO of the US-based Anatomy advertising agency made this statement during the unveiling of a new study titled The Young & The Brandless.
This 50-page report reaches the conclusion that young Americans aged 18 to 26 have difficulty associating a content brand with the network that broadcasts it. Indeed, only 31% of respondents were able to correctly associate shows with their respective TV networks (NBC, CBS, ABC). Even more surprising is the fact that, besides Netflix which yields a brand awareness score of 65%, OTT platforms in the US (Hulu and Amazon) performed even more poorly than the TV networks. (NEWS/REPORT)
NUMBER OF THE WEEK: 30
This is the number of minutes that now separate the time spent each day watching traditional television (170 minutes) from the time spent online (140 minutes). This gap will narrow to 7 minutes in 2019 according to ZENITH MEDIA’s annual report on media consumption.
When comparing both time curves, we must keep in mind that time spent online is not exclusively devoted to watching audiovisual content (we use our connected devices for several other purposes). Nevertheless, the report indicates that people consumed more media than ever in 2016. (NEWS)
QUESTION OF THE WEEK
How is artificial intelligence currently used in the media industry?
In the US, most of the largest publishers use artificial intelligence (AI) in some capacity, although mainly in the form of third-party vendors. AI is used to gather and analyse large chunks of data, build bots and even create content, like infographics or articles.
While the technology is still at its earliest stages, it will eventually help publishers and marketers to learn individual consumers’ preferences. Moreover, in its introduction, Méta-Média’s most recent Trends Report lists 15 media applications of artificial intelligence. (NEWS)
WHAT TO READ THIS WEEK
I recommend this excellent case study that explains how to identify and target the right audiences: Know Thy Audience: Marketing the Horror Film It Follows
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Posted in: News