My previous blog post covered my notes on Broadcast in a Multi-Platform World, which I felt was the best session of the day. Below are my notes from the other 3 sessions (I didn’t take any notes during the bonus Olympics session)
The data debate
Chaired by Torin Douglas, Media Correspondent for the BBC
Andrew Bradford, VP, Client Consulting, Media at Nielsen
Sam Mikkelsen, Business Development Manager at Adalyser
David Brennan, Research & Strategy Director at Thinkbox
Kurt Edwards, Digital Commercial Director at Future
Nick Suckley, Managing Director at Agenda21
Bjarne Thelin, Chief Executive at BARB
Some of the issues touched upon in this debate were interesting but I felt they were dealt with too superficially (but as a researcher, I guess it is inevitably I’d say that).
David Brennan thinks we need to take more control over data and how we apply it. There is a dumb acceptance that anything created by a machine must be true and we’ve lost the ability to interrogate the data
Nick Suckley thinks the main issue is the huge productivity problem with manual manipulation of data from different sources (Google has been joined by Facebook, Twitter and the mobile platforms), but this also represents a huge opportunity. He thinks the fight is not about who owns the data, but who puts it together
Torin Douglas posited whether our history of currencies meant that we weren’t so concerned with data accuracy, since everyone had access to the same information. Bjarne Thelin unsurprisingly disagreed with this, pointing out the large investment in BARB shows the need for a credible source.
David Brennan said his 3 Es of data are exposure (buying), engagement (planning) and effectiveness (accountability)
Nick Suckley thinks people would be willing to give up information for clear benefits but most don’t realise what already is being collected on them
Kurt Edwards thinks social media is a game-changer from a planning point of view as it sends the power back to the client. There is real-time visibility, but the challenge is to not react to a few negative comments
David Brennan concurred and worried about the possibility of social media data conclusions not being supported by other channels. You need to go out of your way to augment social media data with other sources to get the fuller picture
Bjarne Thelin gave the example of BBC’s +7 viewing figures to show that not all companies are focusing purely on real-time. He also underlines the fact that inputs determine outputs and so you need to know what goes in
David Brennan concluded by saying that in the old days you knew what you were getting. Now it is overblown, with journalists confused as to what is newsworthy or significant
Social media and gaming
Chaired by Andrew Walmsley, ex i-Level
Adele Gritten, Head of Media Consulting at YouGov
Mark Lenel, Director and senior analyst at Gamesvison
Henry Arkell, Business Development Manager at Techlightenment
Pilar Barrio, Head of Social at MPG
Toby Beresford, Chair, DMA Social Media Council at DMA
Sam Stokes, Social Media Director at Punktilio
The two speakers gave a lot of statistics on gaming and social gaming, whereas the panel focused upon social media. This was a shame, as the panel could have used more variety. All panel members were extolling the benefits of social media, and so there was little to no debate.
There was discussion about the difficulty in determining the value of a fan, the privacy implications, Facebook’s domination across the web and the different ways in which social media can assist an organisation in marketing and other business functions.
Chaired by Simon Andrews, Founder of addictive!
Ross Williams, Associate Director at Ipsos MediaCT
Gary Cole, Commercial Director at O2
Tamsin Hussey, Group Account Director at Joule
Shaun Jordan, Sales Director at Blyk
Will King, Head of Product Development at Unanimis
Will Smyth, Head of Digital at OMD
Ross Williams gave an interesting case study on Ipsos’ mobi app, which tracked viewer opinion during the Oscars.
Simon Andrews’ approach to chairing the debate was in marked contrast to the previous sessions. He was less a bystander and more a provocateur – he clearly stated his opinions and asked the panel to follow-up. He was less tolerant of bland sales-speak than the previous chairs, but was also more biased in approaching the panel with the majority of panel time filled with Simon speaking to Will Smyth.
Will King things m-commerce will boost mobile like e-commerce did with digital. Near field communication will move mobile into the real world.
Gary Cole pointed out that mobile advertising is only a quarter of a percent of ad spend but that clients should think less about display advertising and of mobile as a distinct channel. Instead, mobile can amplify other platforms in a variety of ways.
Tamsin Hussey said that as there isn’t much money in mobile, there is no finance to develop a system for measuring clicks and effectiveness of all channels. Currently, it has to be done manually.
Will Smyth said the app store is the first meaningful internet experience on the mobile. The mobile is still young and there is a fundamental lack of expertise at the middle management level across the industry. Social is currently getting all the attention (“Chairman’s wife syndrome”) but mobile has plenty to offer.
Filed under: events, mobile, research, social media | Tagged: adalyser, adele gritten, agenda21, andrew bradford, barb, bbc, bjarne thelin, blyk, data, david brennan, dma, future media, gamevision, gaming, gary cole, henry arkell, ipsos mediact, joule, kurt edwards, mark lenel, mobile advertising, mpg, nick suckley, nielsen, O2, omd, pilar barrio, punktilio, ross williams, sam mikkelsen, sam stokes, shaun jordan, simon andrews, social media, tamsin hussey, techlightenment, thinkbox, toby beresford, torin douglas, unanimis, will king, will smyth, yougov | Leave a Comment »