Hugues rey grp 08 06 2010

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Hugues Rey speech at GRP Media Session 08 06 10 - Non-linear TV Planning (about IDTV, IPTV, WebTV, Social Media, Video)

Hugues Rey speech at GRP Media Session 08 06 10 - Non-linear TV Planning (about IDTV, IPTV, WebTV, Social Media, Video)

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  • 1. Media Session 08/06/10 « Non-Linear TV-planning: how ? » Sodehotel La Woluwe Brussels MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 2. Is my Future Job Title « Content Planner » ? MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 3. Non Linear TV ? • Nonlinear - A term in regard to editing and storage of audio, video and other data. Data can be brought up from the media (such as a CD or computer disk) without having to know physically where it was entered onto that media. • Nonlinear Programming - (Nonlinear TV) - (Non-linear, 24-by- 7 Linear Channels) - These are advanced, non-traditional ways of presenting television programming. In many ways it's the opposite of appointment-based television (linear TV). Many consider video on demand and other forms of interactive TV nonlinear. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 4. Non Linear TV is a global expression of … End of Media Silo Opportunity to: 1. Reach Accurate Targets 2. On an Unlimited Numbers of plateforms 3. With a deformated content Content Portability MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 5. Social media usage is exploding, but video is the real story ! While member communities (like Facebook) have been garnering impressive audience numbers for the last five years, video audiences have been growing at meteoric rates MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 6. Youtube = 55% (source: Comscore Panel – Belgium - 4/10 – Total 15+ - in %) Google Search Windows Live Hotmail FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger MSN Wikimedia Foundation Sites Belgacom Group Microsoft Google Maps Telenet Sites eBay Yahoo! Sites Blogger NETLOG.COM* Bing Apple Inc. Corelio De Persgroep Truvo International SanomaWSOY VRT Sites CBS Interactive BNP Paribas Kapaza WordPress Amazon Sites 0,0 20,0 40,0 60,0 80,0 100,0 MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 7. Video is Everywhere … Kids Young people Mature consumers User situation (5-12) (13-27) (+28) Youtube search or Google search and Information Google search social tools social tools Carrier agnostic social IM & social networks via Communication E-mail media laptop and phone On demand video and Social worlds and Digital TV and premium Entertainment video games via laptop or on demand portable device MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 8. Video/Tv Content Evolution Web on TV Mobile TV Content Portability Tv on Web / Video Viral Video Seed Streaming Video Campaign (I)DTV Video Channels Streaming Live TV + Social Activity Trad. TV Non Linear Content Distribution MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 9. END OF MEDIA SILO PORTABILITY MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 10. Multiple Screens x Convergence of Content x Individual Cast DOOH Computer Content Content: (ID/IP)TV Mobile • Brands • Trad. Media • UGC MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 11. 45% of the Belgian HH are iDTV … but what about interactivity ? (Source: Belgacom / JC de Keyser – EGTA April 2010) MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 12. Interactivity – Ever done, Interested, Non Interested (Source: Digiscan I / MediaBrands / Sept 2009) Electronic Program Guide 87 5 7 TV / Films via Personal Video Recorder (PVR) 69 16 14 Shift TV-Review (free) 61 26 13 Search for extra info 54 21 25 Video on demand ($) 46 25 28 Shift TV-Review ($) 31 21 48 Surf optimized TV website 28 26 46 Participate to Contest / Voting (Red Button) 22 25 53 Preview TV Programs ($) 15 17 67 Yes Not Yet No Interested MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 13. “I feel stupid, and contagious. Here we are now. Entertain us.” MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 14. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 15. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 16. Web on TV = Unique Device One seamless quality experience Practical Services Linear broadcasting • Weather Linear (Video) Radio • Travel • Lifestyle • Recipes • Classifieds • E-Banking • E-Shops TV-guide Information Selected relevant video • News • Video On Demand Personal content • Video News • Previews Fun & Sharing • Games • Catch Up • Photo • Quiz • Video • Web Video • Profiles • Music MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 17. 46% of the users would like to combine TV & Online (14-26 yo: 60%) 29% are frequently online while watching TV Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be CONFIDENTIAL 1
  • 18. 43% of Hybrid Web in 2014 (EU) Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009. Internet@Tv HD Flats 94% 97% 89% 79% 66% 48% 43% 31% 29% 17% 17% 9% 6% 10% 0% 0% 0% 0% 3% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 19. TV (Content) Live on Web • Enlarge the coverage • Enhance the experience • Adress & Develop a community MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 20. Google TV- 5/2010 Google a officialisé le projet Google TV qui consiste à proposer aux fabricants de téléviseurs un système d'exploitation adapté, basé sur Android et connecté à internet. Avec Google TV, les fonctionnalités des terminaux internet devraient fusionner avec nos téléviseurs, d'autant plus que Sony, Intel et Logitech se MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be positionnent comme principaux partenaires du projet.
  • 21. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 22. Does IPad means Press & 30’’ death the same day ? MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 23. Who knows the Ipad in Belgium (Total 18+) ? (Digiscan II / MediaBrands Belgium / 04/2010) Yes 46% No 54% MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be N : 1050
  • 24. Ipad Purchase Intention Belgian 18+ ? (Digiscan II / MediaBrands Belgium / 04/2010) Certainly when available in Don't know if Belgium purchase or not, 0,9% hesitation Already bought, 8,1% ordered via U.S. 0,0% Interested but wait before purchase 18,0% No interest 43,6% Interested but no purchase 29,4% MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be N : 1050
  • 25. Why to buy an Ipad ? (Digiscan II / MediaBrands Belgium / 04/2010) * Easy to use 57,5% 8,4% Internet navigation become easier 54,8% 19,8% All in one, many applications which I use at the… 50,1% 19,5% The size of the tablet (big size, visual comfort) 48,9% * 16,8% * 43,4% Possibility of sending e-mails 8,2% Finally the IT tool becomes accessible and easy to use 39,8% 7,2% Possibility of managing my photos / videos 34,7% 3,0% Possibility of reading electronic books 30,5% 6,6% Allows to listen to music 26,5% 1,4% Allows to Consult my profiles on the social networks… 18,0% Total positions 3,6% Allows to play 13,3% Top 1 position 0,0% A magic and revolutionary product, I must to have it 12,4% 2,4% I already have an Iphone and this technology is really… 11,8% 3,3% N : 283 – filter on 3 items : ‘Interest but wait’, ‘certainly when available’ and ‘hesitation’ MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 26. 7th June 2010 – Iphone 4 MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 27. ADVERTISING ECO SYSTEM MUTATION MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 28. The advertising eco system has to evolve with the users Owned Media Paid Media Organic Media From campaign website From TV, Print, Display From PR and journalists to multiple channels to content to users and social and properties distribution sharing Master all three elements of change to benefit from the full potential of the new media eco system. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 29. Exploiting the ‘always on’ users Reach & Owned Paid Organic Engagement Media Media Media Content is on the Uploading to Youtube Few organic views, Low website/campaign site and buy a bit of search comments and ratings Viral disimination to all Significant organic views Campaign site & major video platforms driven by comments, Medium ”Youtube” channel with some media ratings and some social support media sharing Extensive sharing and Multible channels and Contextual seeding in redistribution of the High content hubs multible channels content across all ”always on” platforms MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 30. Example Beweb Re-Player • 23 Belgian Top Sites • 6.300.000 Bruto Contacts (99 GRP) (Capping 9) • 737.800 netto contacts PRP 18- 44 (Belgian) • 50% of coverage (1 Week) • Affinity (PRP 18- 44) = 140 • Adapted to TV spots format • 60% of full vision • Effective Score 42 vs 22 (average) MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 31. 35% of the viewers use the expand format MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 32. TV + Online Video builds brands ! MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 33. Video versus display Clicks x 2.5 ! Source: Adtech – February 2009 Users are many times more likely to engage with content. This makes video highly cost-effective as an online brand vehicle. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 34. Video Seeding From Content + Social … MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 35. … to Youtube Channels MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 36. Video Seeding – Go Viral Example Branded content Goviral network Distribution partners 0:30 – 10:00min video 18 vertical categories +165mil UU per month Single/multiple assets +7000 paid publishers in Western Europe in the 13 markets Customized skin & end screen Preparation Network Publishers  Compression of video  Upload of video to Goviral network Receive embed codes  Creation of different formats  Selection of relevant categories Implement on site  Embedding of tracking  Application of price per view Tracking and reporting  Selection of player (standard,  Release for distribution branded or interactive)  Uploading to all relevant video destinations MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 37. 2009 Gold Effie Winner US Whopper Freak Out • Linkable & Uploadable 8 minutes movie • 5 M views in streaming • 14 M views on youtube • Kick off with Tv campaign • 100 parodies on youtube MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 38. Non Linear covers all Tasks E-Acquisition / Promo • Recruit : E-Prospects / e-Leads / (Loyal) e-Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer BRAND EQUITY • Conversion Rate, Repeated Visits, C/Conversion, leads Engagement • Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers • Time spent, Dwell (Rate / Time), Virality, Repeated Visits Brand/Communication Values Building • Communicate in the most balanced & impressive way • Customers, (Non) Users, Target Group • Cov., OTS, Affinity, Context, Impact, Click, Interaction MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 39. MEASUREMENT & KPI’S MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 40. What KPI’s Could We Expect ? Trad. Media Interactivity Social • Cov. / OTS • Clicks • Share / • Affinity • Start/Stops Virality • GRP • Replay • Comments • (Time • Full View • Favorite Spent) • Dwell • … MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 41. CIM Metriweb RIA -> Vidéo Pause Play Next MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 42. First Results (Preview) More on 1st of September moodio's actions list Day: 2010-06-01 object action visitors visits actions video 181 190 679 video pause 59 61 116 video pause BurnoutAfternoon 8 8 35 video pause Groezrock 3 3 6 video pause HalloKosmo 8 9 11 video pause MakingofHumoadvertentie 4 4 7 video pause Sandrine 4 4 8 video play 173 182 453 video play AnsatzDerMaschine 1 1 5 video play Ardentes09 2 2 5 video play BrosellaFolk 4 5 7 video play BrosellaFolkJazz 3 4 5 video play BurnoutAfternoon 14 14 47 video play CapillaFlamenca 5 5 5 video play DezMona 3 3 5 video play Donnacorda 4 5 6 video play Dour2010 10 10 19 video play FestivaldeWallonie2010 5 5 6 video play GetMagicCabaret 8 8 9 video play Groezrock 4 4 17 MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 43. Time Spent on Site (Min/Visit) Time to Market ? 14,0 12,0 10,0 8,0 6,0 4,0 2,0 0,0 PortSearch Meet ClubComm Webmail HomeGard BlogsVideo Radio Sport Senior FamEduc ShopAuct Finance PortHome Gaming Gastrono JobWork Leisure Music TravelRecre MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 44. DIGITAL CENTRIC ? CONTENT STRATEGY ! MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 45. Social Marketing Display Mobile Digital Linear TV Out of Home MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 46. Media Agency of the Future New Job Descriptions ? • TV Planner > Audiovisual Planner > Content Planner • Digital Planner > DRM – Digital Relationship Manager • Research Manager > Targeting and Consumer behavior data Analyst • Media Planner > MIM - Marketing Investments Manager • … what’s next ? MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 47. “It is not the strongest of the species that survives, nor the most intelligent Content vs that survives. Support It is the one that is the most adaptable to Marketing vs change.” Communication C. Darwin (1809 – 1882) … but still, Figures & Feeling MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
  • 48. Thanks for Listening (Let’s Talk ;-) … after Didier’s Speech + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Linkedin: http://www.linkedin.com/in/huguesrey FourSquare: HuguesRey MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be