Magid’s Mike Bloxham will join Warner Bros.’ Lisa Gregorian, President & Chief Marketing Officer, and Liz Huszarik, EVP of Global Insights & Analytics, to speak on improving audience flow
NEW YORK, March 20, 2018 – The Advertising Research Foundation has invited Magid and Warner Bros. to present in the “Creative in Context” track at its AUDIENCExSCIENCE conference. This year’s annual conference will be held April 15-16 in Jersey City, New Jersey.
Emotional alignment has long been understood to drive greater audience engagement, but the ability to quantify that emotion, and develop promos to capitalize on that alignment, has been more elusive. In a world where audience-based buying has traditionally been linked to past behavior and predictive modeling, emotion provides a new dimension for advertisers and media owners to connect with audiences at a deeper level.
In a large scale qualitative and quantitative study, Warner Bros. Worldwide Television Marketing sought to better understand the drivers of local news viewing while also establishing the emotional signature of Ellen, Dr. Phil and Judge Judy, and promos across regions.
These findings apply not only to the local stations and their news promotions, but to brands and agencies seeking to understand how to better align creative, as well as identify programing which provides the best emotional alignment among the audience, thus creating a new imperative for placing creative in context.
Quantifying and Aligning Emotion: Improving Audience Flow from Daytime TV
Creative in Context track, Palisades room
Monday, April 15, 12-12:30 p.m.
Join executives from Warner Bros. and Magid to understand the emotional signature of key daytime programming, and see how local news promotions (a significant proportion of daytime ad slots) can achieve greater audience flow. Understanding the emotional tonality of these programs, and the overarching science behind emotional alignment, will provide advertisers and agencies new insights into ad planning and creative development.
Lisa Gregorian, President & Chief Marketing Officer, Warner Bros. Television Group
In her position as President & Chief Marketing Officer, a post she has held since May 2010, Lisa Gregorian interfaces with the Studio’s internal television marketing teams as well as television networks and stations worldwide to maximize and fully exploit the promotional marketing opportunities for all of the Studio’s television properties, including network, first-run, off network, cable and animated series from Warner Bros. Television (WBTV), Warner Horizon Television (WHTV), Warner Bros. Animation, Telepictures Productions, Shed Media and the television windows (pay, cable, broadcast and on-demand) for theatrical titles. Gregorian and her marketing team also work cross-divisionally with DC Entertainment, Warner Bros. Home Entertainment, Warner Bros. Consumer Products and The CW Television Network. Prior to serving in her current role, Gregorian held several senior level positions overseeing marketing and research across various Warner Bros. business units starting when she joined Lorimar Telepictures in 1986 (the company was later acquired by Warner Bros.). She is a member of the Television Academy, the National Association of Television Program Executives, the British Academy of Film and Television Arts/Los Angeles, and the Governing Body of the California CMO Collective. She previously served as Co-Chair of the PromaxBDA association.
Liz Huszarik, EVP of Global Insights & Analytics, Warner Bros.
Liz Huszarik serves as Executive Vice President, Warner Bros. Global Insights & Analytics, a post she has held since August 2011. Huszarik oversees the daily operation of Warner Bros.’ Global Strategic Insights Team. Her team of 45 oversees Insights & Strategy for World Wide Direct-To-Consumer Digital Business Development & Research, World Wide Consumer Product & Franchise Research as well as Consumer Insight and Trend Research, and Linear and Digital National Ad Sales and Analytics. She also oversees Warner Bros. Studios’ state-of-the-art, in-house Media Lab – an emerging technology consumer testing center.
Mike Bloxham, Senior Vice President, Global Media & Entertainment
For over 25 years, Mike Bloxham has been disrupting, and re-defining the ways media and market research are employed to shape our understanding of the world around us and to better inform the decisions companies make. An acknowledged source of thought leadership, he challenges conventional wisdom and uncovers new and actionable perspectives for brands, media and tech companies, and agencies to help them better understand and engage with audience attitudes and behaviors. Bloxham was recently named as an advisor to new spatial computing agency, Infinite Retina.
Visit AUDIENCExSCIENCE 2019 for information.
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.