Author: Graeme Hutton

Graeme Hutton

Graeme Hutton is the SVP, Director of Consumer Insights, at UM, New York and oversees communications research on a number of UM clients including Sony. In 2010, his regression modeling for Sony Electronics won the Word of Mouth of Marketing Association’s Gold Award for Research. He is a member of the Media Measurement Council of the American Association of Advertising Agencies, and an editorial advisor to the Internationalist, the global marketing title.

About Graeme Hutton

Graeme Hutton is the SVP, Director of Consumer Insights, at UM, New York and oversees communications research on a number of UM clients including Sony. In 2010, his regression modeling for Sony Electronics won the Word of Mouth of Marketing Association’s Gold Award for Research. He is a member of the Media Measurement Council of the American Association of Advertising Agencies, and an editorial advisor to the Internationalist, the global marketing title.

How Online Technology Spurs Media and Creative Ad Effectiveness

How Online Technology Spurs Media and Creative Ad Effectiveness

Online technologies are creating a seismic shift in ad effectiveness research and spurring it towards an inferential approach. A long-standing, public example of the inferential approach has been Harvard’s IATs – Implicit Association Tests (implicit.harvard.edu). You can see this indirect technique in action about ...

Why Social TV May Be in Danger of Becoming Predictable

Why Social TV May Be in Danger of Becoming Predictable

Although Social TV is barely four years old, television program selection for Social TV may be in danger of becoming predictable and unimaginative. When the industry talks about Social TV, we tend to focus on three areas: Tentpole Events, e.g. the Super Bowl, The Oscars. Larger Reality Shows, e.g. American Idol, The ...

Why Social TV Has the Power to Change the Media World as We Know It

Why Social TV Has the Power to Change the Media World as We Know It

Social TV is poised to become one of the most important global forces in advertising over the next 10 years because of its ability to challenge our industry’s fundamental notion of information overload. The term information overload was coined 40 years ago by media visionary Alvin Toffler. However, we tend to think of ...

Facebook’s Challenger Brands: Does Facebook Need to Worry?

Facebook’s Challenger Brands: Does Facebook Need to Worry?

Two recently-published academic papers foretell the imminent implosion of Facebook. One review from Princeton employed disease modeling to suggest that Facebook could lose up to 80 percent of users in the next three years. The other was from University College London (UCL), a leading UK university. In UCL’s instance, ...

The Amplified Experience Is Critical To Media Relevance

The Amplified Experience Is Critical To Media Relevance

All media that fail to offer an enhanced value exchange will soon become Spam. While that may be a bold statement, we can easily turn to the traditional models of mass media and see how they are faring in today’s world. Mass media are based on old models of communication. If anyone doubts this, they only have to ...

Social TV: Turning Audience Energy into Brand Momentum

Social TV: Turning Audience Energy into Brand Momentum

Even though Social TV is barely three years old as a major consumer phenomenon, it is speeding toward its coming of age. The impending launch of Social TV ratings at the end of this month will not only prove if the concept can pass muster, it could also upend the TV airtime trading market as we know it. Yet how many ...

Social TV Ratings – Why Advertisers Should Be Careful Of What They Wish For

Social TV Ratings – Why Advertisers Should Be Careful Of What They Wish For

Allow me to start with a personal declaration: As a media researcher who has tracked the word of mouth generated by many advertising campaigns, I am excited by the impending launch of social TV ratings. Slated to come on stream in Q4 this year, social TV ratings should catapult the concept of TV audience ratings from a ...

How to Maximize A Super Bowl Ad’s Word of Mouth: XLVII Edition

How to Maximize A Super Bowl Ad’s Word of Mouth: XLVII Edition

This time last year, I described how a Super Bowl ad’s word of mouth volume could be demonstrated to be dependent upon both the creative message and certain critical media factors. This year, I repeated the study by probing two years of combined data to see if a macro-trend would emerge. The short answer: Yes, it ...

New Breakthrough Evidence on Video’s Ad Effectiveness by Channel

New Breakthrough Evidence on Video’s Ad Effectiveness by Channel

In 2007, Millward Brown undertook the first industry-wide study of consumer-controlled, ad-supported video content. Dubbed the C-TV study, it concluded that, in terms of ad recall, online video advertising was substantially more effective than TV advertising. This year, in a major collaborative neuroscience study with ...

Hispanics’ Leading Role in Location-Based Social Media

Hispanics’ Leading Role in Location-Based Social Media

One area which often surprises me is how Hispanics’ leading role in mobile social marketing is often overlooked or ignored altogether. Ever since the first iPhone was introduced, I’ve witnessed how readily young Hispanics have embraced smartphones. UM’s latest quantitative social media study, Wave 6, continues to ...