Media and the power of content #ESOMAR #MRX 


Live blogged in Dublin at Esomar. Any errors or bad jokes are my own.

Reel Happiness by Graeme Lawrence and Sylvia van der Waal

  • we know cinema advertising works, but why does it work?
  • FAME survey, cinema industry survey
  • most media don’t make people feel “happy”, but media does so far more than others
  • on the day people are going to the cinema, cinema goers are up to  50% happier all day long
  • people in a positive mood are more receptive, more open to advertising, have better recall
  • five factors – parma, focus, success, relationships, world
  • asked for responses on an app as people walked in and walked out of the cinema – who they were with, photos of their snacks, describe their experience
  • also spoke to them a week later including lots of other moments, what memories did they retain, how were they feeling, did they remember the advertising
  • in the cinema, there are no distractions, they had focus and relationships, two of the drivers of happiness
  • 92% go with other people, where people are important for socializing [watching a movie where you can’t talk is socializing?], it’s a place to slow down and be in the here and now, block out the world, people crave time when the phone isn’t on [you can turn that stupid thing off ALL THE TIME, why do you need a movie for this?]
  • it’s an emotional investment with strong social content
  • people want to get to their seat before the advertising starts, people value te advertising and no other media can say that
  • cinema numbers are up because of great content and these trends, need for slow quality time-out

Best practices with content marketing by Christian Kugel

  • native advertsing, branded entertainment, newsroom included
  • do the programs work to drive brand metrics? yes
  • beats control by 5 to 8 percentage points [but where control is 50%, it’s not that impressive]
  • useful/practical content worls very well
  • deeper brand integration works well – 5 to 15 point bump over control
  • would you watch a 60 second preroll for a 60 second video? you can measure price elasticity
  • after 30 seconds of preroll people are not happy about it, 0 or 15 or 30 seconds are seen all the same
  • double the ads, better the results!
  • even with preroll and postroll, people were very happy with it, they didn’t think it was too much

You do research where? [fabulous session, we forget that many people risk their lives to do research. i sit at a desk in one of the safest countries in the world]

  • Dangerzone by Natalie Forcier: Research in South Sudan a war zone, did a NatRep survey using only mobile devices,  did CATI research as well, also Somalia and DRC, have more than 150 people doing this research there, had to interview nomadic populations to see when they listen to the radio, they went to watering points where women spend entire days to travel to, would wait for days for a woman to arrive and then ask those nomads about their activities. Flew in a tiny plane to nowhere to research areas of poor nutrition, but there was no airstrip there. Researchers are changing the world and destroying poverty.
  • Gang life by Alexander Shashkin: Interviewed people on the streets and in prison. 14 year old gang member was saying he wanted to lead a better life and get a job but when all the guards were asked to leave the room, he eventually told the truth. Kid was happy stealing cars and he hadn’t been happy before. Kid knew his mistake was being caught by the police. He wanted to go back and steal cars.
  • Iran opening its doors to global market research by Ebrahim Mohseni: Second speaker was not allowed to come even though esomar emailed iran 20 times to get him permission. First report gave a completion rate of 85% which was 75 points better than the USA so he didn’t believe it. He called a second survey company and they said their completion rates were 80%, apologetically. When he visited Iran he figured out why.  US challenge is to gain cooperation, challenge in Iran is disciplining respondents and training interviewers to remain focused. Interviewers start a conversation, discuss the merits of the question, discussion the merits of the response options, then discuss why it’s the best option, then get the opinion of the interviewer. Iran is a communal society.  Iranians deliberate everything everytime. Data was extremely rich. Socializing is bigger than TV and movies.
  • Dawn of research in a new country by Maria Schimpl: Myanmar story. First visited as a tourist. Paper and pencil, and now CAPI. They are hoping to use mobile very soon. There was no marketing education there. All the companies entered in 2012. No infrastructure. Esomar foundation has helped with training sessions to build up the industry. 75% smartphone now, up from barely 10% a short time ago.  There were no focus group facilities so they sat on the floor, maybe in a monstary or a school. Home visits also on the floor in a wooden house with no furniture, often watched as entertainment by all the neighbours. Can’t ask about sensitive topics like contraceptives. People cook on a fireplace outside. Not many brands were actually available so people didn’t have a concept of a brand. Sixty percent of population is aged under 34.
  • Interviewing women in the middle east by Fatima El-Khatib:  dubai is a hub of research for the area. Field rarely takes place in dubai. Main country of gulf region is saudi. How do you know the demographics of a group of women when they are covered except their eyes. She couldn’t tell if tehy were all women. Had to add gender to the quality checklist. How do you know its not the same women day after day.  And all their names are the same because there are three very common names. Used the Whatsapp app and they shared pictures of their cupboards. They really wanted the interviewer to visit their homes and see their kids and families. 
  • Audience member from India – Rural india for a unilever product. Researching laundry soap, its dark in colour. Cost almost nothing. Who buys something this cheap? Everyone in the village really wanted to participate. Found an abandoned school room. No one would go in the school room because they saw a cobra in there last week. Women were borrowing saris to come. Most women only had their wedding sari to wear, they never went outside. 
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