In our keynote titled "The Science of Popularity: Winning the Multi-Platform Game", Parrot Analytics CEO Wared Seger explores why conventional measurement tools just aren’t providing an accurate picture of which TV shows are resonating with fans. Marketers and advertisers lack the necessary insights to understand audience behaviors, especially for brands held captive by subscription OTT services.

Through the application of Parrot Analytics' Content Genome we are starting to quantify and influence the success of content to answer the question: "What makes content successful?"

In our keynote we also share how big data analytics and AI are used to remove the guesswork to help gauge the global popularity of TV shows across all platforms.

Armed with holistic datasets, marketers and advertisers are now able to make better strategic and media planning decisions which result in a higher return on marketing investment.

At the conclusion of our keynote, we sat down with Andrew Wallenstein, Editor-in-Chief of Variety. Variety's Massive Entertainment Marketing Summit was held at the UCLA Luskin Conference Center.

If you have not yet seen the video of our recent Variety Massive keynote, you may watch it below: