This document outlines the agenda for the MRMW Chicago conference from May 27-30, 2014. It provides details on sponsors, partners, and the schedule of workshops and presentations. One presentation focuses on how combining different data collection technologies can provide more robust insights into viewer experiences. Another presentation discusses how RealityMine uses passive mobile, emotional, and survey data to generate deep insights into daily life and media consumption.

1. May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by

2. Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW

3. Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW

4. Delving deeper into viewer experiences:
How combined data collection technologies can lead
to more robust

5. Co-founder, Reality MineRolfe Swinton
Head of Analytics, Reality MineChris Shaw
www.realitymine.com @RealityMineTech
VP Director, Research, Spark SMGAdam Weiler

6. What messages reach whom when?

7. When do we reach whom on the go?

8. What we do – best of the different disciplines
Passive Data
(Mobile / Tablet
/ Listening)
Emotional
Data
(Behavioral)
Respondent
Self-Report
Single
Source

9. Some of RealityMine’s Clients

10. Our Data Capture System

11. Road Tested eDiary
Where MediaActivities EmotionsWith Whom
Life context … Cross-Media … Passive Mobile … UK & USA
2,500+ Person Nationally-Projectable Sample

12. Deep Insights Into Daily Life
Comprehensive And Granular
20 Self-Reported Locations
All Major Media
23 Activities including Path To Purchase
10 Social Settings
22 Emotional Mindsets
USA TouchPoints 2013, wave 4 data, September

13. Device
Connection Event Activity
Location
Advertising & Media
WiFi /
Network
Speed /
Strength
2G / 3G /
4G
Operating
System /
Model
Network
Battery /
Charging
Browser /
In-app Ads
Music, Video
Creation /
Consumption
Ad
Replacement
& A/B
Testing
In / Out of
Home &
Specific
Locations
Behavioral
Context
Event
Triggers
Calls Made
/ Received
Detailed
Web Usage
App Usage
SMS In/Out
& Other IM
Formats
Now More Powerful With Hyper-Granular
Passive Mobile
Active
Surveys
Event
based
triggers
E-Diaries

14. RealityMine In Action
• Blending different types of data to
enrich consumer profiles
• Combining real-time survey data,
passively monitored mobile device
data and demographic modelling
• Understanding how sports events can
effect media behavior and impact
advertising effectiveness
Data collected during NCAA March Madness between March 14-26 2014, with a sample
size of 500 people, using USA TouchPoints with Passive and MediaTrak with Passive

15. Who are they watching with and where?
The majority of time spent
watching March Madness
was when people were alone
and at their own home.
8% of the time, March
Madness viewers were
watching with a pet in the
room!
USA TouchPoints 2014 data, March 14 to March 26

16. The best way to engage viewers throughout
the day…
USA TouchPoints 2014 data, March 14 to March 26

17. How did advertising during March Madness
games change your opinion of a brand?
Advertising during March Madness had a positive impact on brands,
with the most obvious gain being that these brands seemed more
nationally available and competitive.

18. What does their mobile home screen look like?
Skype is heavily used
by March Madness
viewers.
Yahoo Sports and ESPN
Streak are used more by
March Madness viewers,
supplementing their viewing
by reading news, analysis
and prediction of results.
Candy Crush Saga
ranked lower in people
who watched the
tournament than those
that didn't.
The top news, weather
and sport apps used by
March Madness fans are
all sport related apps.
USA TouchPoints 2014 data, March 14 to March 26

19. Mobile Web Search Queries? Sports
Internet searches by people watching March Madness shows
sports during March Madness is on their minds.

20. Spark Media: Turning insight to action
We found out:
 Everyone’s crazy about March Madness.
 Engagement tips off bigtime before any teams take the court.
 Mobile phones are a tourney viewer’s favorite companion
 Content must aim at engaging, not just entertaining.
 Social transcends social networks.
 “Madness” is actually relaxing

21. 84%
16%
TV Viewing – Mostly Live, But
Considerable Amount of Streaming
Selection Sunday
First Four ®
18TH – 19TH
Second and Third Rounds
20TH – 23RD
Engagement Starts Early – TV Viewing
Excitement before the action starts!

22. Mobile phones are a great tournament
companion

23. Email has the largest share of engagement.
0
50
100
150
200
250
300
350
MobileEngagements
Communications Capabilities
Viewer Non-Viewer

24. Concurrent Activities Show Viewers’ Mindsets

25. Conclusions
• Be aware that your target is just part of a larger audience.
• Consumers are interested and invested before the broadcast
begins.
• Surround your target on multiple platforms including mobile,
social and display to reinforce your on-air message
• Second screens may mean secondary content, so don’t limit
your plan to just contextually relevant content
• Be a good host. Your target is tuning in to relax, so think about
how to indulge them

26. Custom
• Ability to set up within 72 hours
• Live in 20 languages and over 30
countries
• We can launch projects on demand
– New projects can be live in 72
hours
– Can include:
• eDiary
• Passive Mobile & Tablet
Metering
• MediaTrak Passive
Listening
• Whole home
measurement
• Behavior / location
triggered surveys
Syndicated
• Life context and cross-media
measured through TouchPoints
eDiary accessible on iOS and Android
devices
• Scalable sample
• 2,500, nationally representative
sample sourced through online
panels
– Passive mobile meter data
– Web management dashboard
– Online access back data
– Delivery of data to 3rd party
processors
– Plans for sample growth - 5,000 by
2015; 20,000 by 2016
And Clients Can Use this On Custom or
Syndicated Basis

27. 9pm is peak time for playing CandyCrushSaga. 45% of people playing have
stayed up past midnight to finish their game. 25% are still playing at 2am!
CandyCrushSaga – depriving a nation of sleep?!
USA TouchPoints 2014 data, March 14 to
March 26

28. Thank You!
rolfes@realitymine.comRolfe Swinton
chriss@realitymine.comChris Shaw
www.realitymine.com @RealityMineTech
adam.weiler@sparksmg.comAdam Weiler

29. Title Sponsor Gold Sponsors
Silver Sponsors
MRMW Chicago May 27-30, 2014 #MRMW

30. Workshop Sponsors
Association & Education Partners
Networking Reception
Sponsor
Event App
Partner
Media Partners
MRMW Chicago May 27-30, 2014 #MRMW

31. May 27-30, 2014
Congress Plaza Hotel & Convention Center
#MRMW
Organized by