Kantar Media is one of the largest and most trusted global research companies. They are the joint venture company of the company I work for, CSM Media Research, and I was invited to attend their annual conference that was held in Barcelona, Spain. Delegates have come from all over the Kantar Media world and the insights presented have been a great learning experience.
On the first day of the Kantar Media 2013 World Audiences Summit I felt that all the presentations provided the audience with important insights regarding how brands can connect with consumers in an increasing complex media environment. I was particularly impressed with the opening presentation from Richard Asquith, Global CEO at Kantar Media Audiences and the opening keynote form J. Walker Smith, Executive Chairman, The Futures Company.
We live in a complex world and the ways in which we consume media content and information continue to increase. Working for a research company, I see the challenges of measuring media consumption in this continually evolving landscape.
I thought Richard’s opening remarks addressed these challenges and he also laid out a roadmap of how Kantar Media in general, and this conference in particular, will help delegates address these challenges as well as taking advantage of the opportunities. For example, Netflix is not providing original content on a traditional television schedule and the challenge for researchers is how to measure event driven viewership. As Richard said, we are moving from television audience measurement (TAM) to video audience measurement (VAM).
I found J. Walters presentation very insightful because he discussed, at the macro level, how a complex media content and information consumption environment is framed within consumers increasing complex lifestyles. His assertion that consumers are looking for more simplicity resonated with me personally. Among other macro issues our industry faces, he mentioned how global urbanization will increase and according to the UN, by 2050 67% of people will live in cities. With more consumers living complex lifestyles the opportunity, according to J Walter, is to embrace consumers move towards simplicity of experiences.
The research industry continues to evolve and the challenges are increasing, but I feel this conference has helped me identity many of the exciting opportunities ahead.