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Hugues REY - Advanced Theoretical Debates: Digital Media Marketing' - VUB - Intervention du 28 10 2013 - "What could be the influence digitalization on the media & advertising future ..."

Hugues REY - Advanced Theoretical Debates: Digital Media Marketing' - VUB - Intervention du 28 10 2013 - "What could be the influence digitalization on the media & advertising future ..."

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  • 1. A VISION OF… THE IMPACT OF DIGITALIZATION AND INTEGRATION OF THE MEDIA HuguesREY – October2013
  • 2. Digital: What Else ? 1. TV - From Dead-End to Fire-Starter 2. Print – A High-Value luxury product 3. From Poster to Out-of-Home (OOH) 4. Real Time Advertising is Now Conclusion 1: MadMen must meet MathMen Conclusion 2: Tell No-Dead-End Stories (in P.O.E.)
  • 3. Television (& the 30” advertising spots) were announced dead many times in the last 10 years… … in 2013, All types of people are consuming more (new) TV than 10 years ago ! But, certainly differently … 30” still exist combined with many opportunities
  • 4. Traditional TV: More Time – (A little less) Reach (Source: CIM Audimétrie 3/2005 vs 3/2013) Daily Reach % 85% 35+ 2005 35+ 2012 80% 75% Women 2005 Women 2012 Men 2005 2:52:48 70% 3:50:24 3:21:36 SG 1-4 2005 4:19:12 65% SG 1-4 2012 60% 55% 15-34 2005 50% 15-34 2012 45% Men 2012 4:48:00 5:16:48
  • 5. Challenging the “new normal” …
  • 6. 60% of the Belgian owned a ‘Digital TV’ (Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012) Despite the penetration of the new devices, alternative consumption of linear TV is mainly watch from a ‘traditional TV set’. But, opportunities of ‘media meshing’ are multiplied by the abundance of devices
  • 7. Social TV 2013: The Voice Belgique Case Breaking the silos starts with sharing experience and currencies
  • 8. Havas/YouTube – DS3 cabrio case 79,97% 18,07% + = 83,7% Source : YouTube/Havas Media Brussel – TrueView Preroll – 06-26/03/13 – target 25-54 Youtube : 3,7% Incremental Reach
  • 9. Before digitalization, linear TV was too frequently a “one-way” & “dead end” media … … Digital & Connected TV, Portablity of Content, Social TV will transform it in a “Fire Starter” … Communications opportunities in New content Form, Thinner & Smarter Targeting, Interactivity & Sharing will explode
  • 10. TV will stay an ‘analogic social’ activity and be accessible on any device -> Content is Key
  • 11. More Screens: Marcom Opportunities Leveraging the small screen during big live events Incentivizing ad engagement Gamifying TV ads Bridging a campaign’s TV and digital elements Syncing e-commerce with TV content Sponsoring second-screen extras Spurring social chatter with hashtags Enabling real-time interactivity
  • 12. Shop on TV – Owned Solution
  • 13. Real-Time Augmented Content
  • 14. More Data
  • 15. Digital surpass Daily
  • 16. Indeed … Source: Paper Chain Forum April 2013
  • 17. And … Source: Paper Chain Forum April 2013
  • 18. Augmented X-Ray App Boosts Retailer’s Sales by 37% 9
  • 19. Digital OOH Triggered Campaigns Only 22°C and more Only Barbecue weather
  • 20. Digital OOH Multi-source Real-time Content Product Mobile + OOH Gaming Utility Connecting People Personnalisation
  • 21. Interactive DOOH – unlimited opportunities
  • 22. Mobile: Influencing Digital Behaviour Mobile Internet Usage OOH (*) Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the internet in general - Universe: 18-64 yo
  • 23. Mobile: Influencing Digital Behaviour Driving App Downloads & Usage +22% : Delhaize Direct app downloads +40% : Website visits +28% : Orders on website
  • 24. Real Time Marketing is Now ! Source: http://therealtimereport.com/
  • 25. Remarketing 97% of new visitors do not convert after their first visits
  • 26. User List 2 1 User surfs on the website 2 •  Cookie 1357 •  Cookie 2468 •  Cookie 9753 •  … Cookie 1357 Page is tagged with the remarketing Code 3 Server collects the ids of all the users Cookie 1357 Users clicks and 6 come back on the website 5 … and visit a website of the nbetwork A new ad is displayed 4 Users keep on surfing
  • 27. Real Time Buying – Advanced Display The impression is auctionned 2 The Internet user visits a web page 1 <150 ms cookie ADVERTISING The advertiser delivers the ad 5 Buyers place a bid (CPM) according to the estimated value of each impression 3 4 01.05€ 0.75€ 0.67€ 0.52€ Buy  now  !   The highest bid « wins » the impression 33
  • 28. REAL TIME BIDDING Is not about buying more media is not about buying cheaper media Is about better personalized media
  • 29. Advanced Display: Efficiency 8% 1% 4% 1% 16% 57% CPM (Context) 95% RTB 77% CPC Networks 42% Budget Clicks Leads
  • 30. TV Advertising will be behavioural, adressable, involving and real-time bought
  • 31. Previous Ad AdSmart Next Ad
  • 32. Previous Ad AdSmart Next Ad
  • 33. MadMen vs MathMen
  • 34. Integration
  • 35. And who manages them now? Website Owned Twitter Account Facebook Page Marketing? Online Display Paid Search TV, Radio, Print Paid SEO? Sponsorship Social Engagement WOM Earned PR & Social?
  • 36. No “dead-ends” advertising stories … Translated in Paid. Owned.Earned
  • 37. 5 Major Take Aways Digitalization is a fact… no Media dies… The majority are empowered by the digital opportunities. Consumption of content is growing on all platforms. Consequently, we have to … 1.  Refuse Mass Media as “Dead-End” communication point 2.  … but transform it in “Fire-Starter” of interactive and personal communication 3.  Interactive and personal communication which will be based on long term based scenarios (storytelling) and broadcast in real time 4.  Real time marketing is a synonym of better (not of more or cheaper) due to the added-value of data 5.  Handle Big and Transform it in Smart (usable on short, middle, long term)
  • 38. www.huguesrey.com More about Social TV ? Please join us on December 5th 2013 ! www.facebook.com/havasmediabelgium 45
  • 39. THANK YOU Hugues.rey@havasmedia.com #huguesrey