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.

Why Social TV May Be in Danger of Becoming Predictable

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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 Voice. Genre-specific programming: […]

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

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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 information overload […]

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

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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, Professor Daniel Miller wrote a blog […]