Turner and Zenith Undergo Joint Research Study – Reinforce Data Importance Heading Into Upfront

By Donna Speciale President of Turner Entertainment and Young Adults Ad SalesAnd John Nitti President of Activation ZenithViewer consumption habits continue to evolve alongside the emergence of media platforms and new devices While the industry discusses multiscreen opportunities and best practices for developing and executing a seamless message across a spectrum of screens Turner Entertainment and Zenith have been undergoing a longterm collaborative study that looks to better understand viewer consumption habits within these environments Through Turneramp8217s cuttingedge technologies and resources such as the Time Warner Media Lab combined with Zenithamp8217s worldclass brands the two are undergoing a yearlong study which investigates Automatic Content Recognition ACR technology and smart televisionsThe overarching goal for both companies is to build on existing learnings about how consumers respond to ACR interactive content on smart televisions in order to develop an engaging and rewarding consumer experience across all emerging devices in the future In addition the study explores how effective sponsored ACR interactions are in terms of consumer emotional engagement brand fixation recall likeability and purchase intent It compares and contrasts the six interaction types from both consumer and ad effectiveness perspectives as well as looks to generate general feedback on concepts training needs branding acceptance and ways to improve a consumeramp8217s overall experienceIn conjunction with Turner and Zenithamp8217s own internal research sales and marketing teams the groups worked with Innerscope and THREE teams within the Time Warner Media Lab The team utilized a methodology which combines Innerscopeamp8217s biometric monitoring and eye tracking technologies along with THREEamp8217s quantitative survey and focus group methodsPhase one of the study focused on best practices for design elements while phase two launched in November 2012 dove into usability and ad effectiveness With close to 200 male and female participants the analysis was evenly divided among test and control conditions The assessment was conducted using a variety of Turner programming including Conan Falling Skies and The Big Bang Theory They were measured through a variety of ACR mockedup Zenithsponsored interactions like facts trivia coupon sweepstakes quotes and shared clips The sponsored interactions featured a spectrum of Zenith brands across a variety of key categoriesThe resultstodate regarding consumer experience and ad effectiveness have been positive and resourceful as the teams prepare for phase three Initial findings note that consumers enjoyed the overall experience with over 80 rating it very good or excellent Time spent very highly engaged with the content increased by 25 when comparing the ACR group to the nonACR group ACR interactions had a positive impact on the sponsoring brands with engagement climbing 15 points from 81 to 96 for the ads primed by sponsored ACR interactionsIn conclusion the results also reveal a halo effect for other ads lifting engagement levels for the nonsponsored ads within the ACR experience The team witnessed similar results with breakthrough and motivation scoresTogether Turner Entertainment and Zenith will continue to execute this indepth study throughout the remainder of 2013 as phase three looks at live inmarket testing on select smart televisions Ad sales research will remain at the forefront of all major deals for Turner as it embarks on negotiations for the 201314 UpfrontFor Zenith understanding and leveraging the power of data will be key to its LIVE ROI approach and crucial to how the company infuses the media process with intelligence and drives greater ROI for clients The ability to infuse custom research to better understand video viewing behaviors with partners such as Turner across platforms is a key component to Zenithamp8217s activation solutionsDonna Speciale is president of Turner Entertainment ampamp Young Adult Ad Sales In this capacity she leads ad sales for the companyamp8217s entertainment and young adult portfolios of television networks Web sites and digital platforms including TBS TNT truTV Cartoon Network Adult Swim teamcococom and adultswimcom Additionally Speciale coleads Cartoon Network Enterprises which includes consumer products licensing home videoDVD and retail development for the brand She is based in New York and reports to David Levy president of sales distribution and sports for TBS IncAs President of Activation at Zenith John Nitti has helped transform the agency from a player to a leader within the media landscape Joining Zenith in 2009 to lead ZenithInteractive the full service digital media arm of the agency John built the unit from the ground up Bringing on over 10 clients such as JPMorgan Chase Gucci and Reckitt Benckiser and more than 50 new hires he increased billings from 3MM to 180MM in less than a yearAbout Zenith Zenith The ROI Agency is dedicated to ensuring that every client receives a better return per media dollar invested than any of their competitors Zenith helps advertisers achieve their business goals by providing compelling and effective ways of connecting with consumers through innovation imagination measurement and evaluation Zenith is a division of ZenithOptimedia a member of Publicis Groupe SA About Turner Turner Broadcasting System Inc a Time Warner company creates and programs branded news entertainment animation and young adult and sports media environments on television and other platforms for consumers around the world Turner brands and businesses include CNNUS CNN International CNNcom and HLN TBS TNT truTV and Turner Classic Movies Cartoon Network Boomerang and Adult Swim and Turner SportsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Turner and Zenith Undergo Joint Research Study – Reinforce Data Importance Heading Into Upfront

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