While technology is for the most part a sideshow at MIPTV, the content-focused technology companies are here in force and event regulars say the MIPCube section of MIPTV grows bigger every year. Data is revolutionising everything from storytelling to production, and today two of the keynotes featured discussion around advertising. Here are some of the highlights from today.
Deb Roy, Twitter’s Chief Scientist and former CEO of Bluefin Labs took to the stage for one of today’s keynote presentations. Roy provided some interesting data from research conducted in conjunction with Nielsen: 57 percent of people who saw both Twitter and TV advertising were able to recall the ads, compared with just 40 percent for TV alone; 30 percent of viewers said they were more likely to make a purchase after Twitter ads were shown in conjunction with TV, compared with just 16 percent of TV only viewers.
Roy also said that Twitter’s effect on TV advertising was akin to people looking up at a window, where the ore people who are looking up, the more people who do the same to see what’s going on. A sceptic might suggest it was a smart analogy to make when you’re concerned about the size and growth of your user base.
Another keynote was a fireside chat with Maurice Levy, CEO of Publicis Groupe, who was interviewed by Kate Buckley, a media analyst and commentator. In response to a question about how people are ignoring advertising, Levy said that the opposite was true and that data was enabling agencies to target audiences more efficiently.
The Data-Driven Content Revolution
Earlier in the ‘A Date with Data’ panel, Mahesh Kumar, Director of Special Projects at Magine, explained how broadcasters and operators analysing how people consume content across different devices. Kumar also said that data-driven content had led to niches ‘becoming the new mainstream’ and that ‘it’s just not tampering with your linear TV schedule’, but data is ‘creating a whole value structure of broadcast, that is tailor-made to somebody who likes this kind of content’. Thirdly, Kumar said TV could take the internet-based advertising models and applying them on television.
Finally, yesterday one of the more interesting companies taking part in the MIPCube Labs competition was Parrot Analytics, who claim their technology is able to determine whether a show will be a hit or not prior to release. The Auckland-based start up also say they can evaluate things like the demand for certain genres of content and how content is likely to perform in various regions.