MOBILE
NEW MEDIA BEHAVIOUR &
OPPORTUNITIES
23th April 2014
It all began in 2007, June 29th
Mobile devices created new media behaviour
Publishers reinvent their mobile strategies to
connect with the new digital behaviour of
consumer’s dailylife.
need: the n...
2013, average time spent with digital media
per day will surpass TV Viewing in the US
 Daily TV time will actually be dow...
22.5% of Internet Traffic in the EU5 Is Driven by
Non-PC Devices
Mobile, 14.2
%
Tablet, 7.5%
PC, 77.5%
Other, 0.8%
EU5 Sha...
Desktop audience is shifting to mobile
devices
Desktop queries - 7% Mobile queries + 83%
Source: Google Belgium Quaterly U...
60% of all facebook users in Belgium are
mobile users
21%of total mobile
time spent
Facebook and
Instagram are
Source: Fac...
89% of our time browsing the Internet on our
mobile phones takes place in apps
Source: Nielsen Q4, 2013, Monthly usage of ...
Consuming content is one of the most important
activities on mobile devices
• Content consumption evolution OPPA
• 213,617...
What’s new in the CIM 2013 - Print
Media brand
Digital format
Paper format
PDF Website APP
New Currency In print: audience analysis
Currency 1 LDP audience of a title (paper version only)
Currency 2 Cumulative net...
Digital versus dailies audience ?
Currency 1 4.234,15(000) Reach 12+
Currency 2 4.425,28(000) Reach 12+
Currency 3 5.154,6...
Focus on the titles Currency 2
versus Currency 1
Source : Cim 2012/2013-2 (Reach 12+)
+9%
+7%
+14%
+13%
Source : Cim 2012/...
New packages: Print + Digital + Mobile
PNU Touchpoints
Tango
Advertise on m.site
Advertise in App
Advertise in App
Shazam: Empower consumers to engage
beyond 30 seconds
• Extends the 30” TV spot
• Drives measurable Direct response
(Downl...
Drive to store & Tesdrive - Lancement BMW
Mini Cooper Country Man
Drive to store & Coupon - Sephora
Video on Mobile
Auto-Play Click-To-Video Pre-Roll
Targeting options In- App Advertising
MOBILE
@ HAVAS MEDIA
Mobile @ all levels in the agency
• No Silo’s: People from the Digital, Social, Performance & Print team
are involved
• So...
How To Start with mobile?
Step 1. Design a responsive website (mobile friendly) that works across
devices and/or a native ...
Conclusions
• Mobile is now
• Desktop is declining in favor of mobile devices
• Mobile changed our media consumption & med...
THANK YOU
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20140423 - Feed your inspiration breakfast 'Mobile' - New Media Behavior and opportunities with cases and how to

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A digest on new media consumption initiated by mobile media + some interesting cases carried out by Havas Media Brussels.

Published in: Marketing, Technology, Business
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  • Insert your image here See brand guidelinesThe Image must be:Full BleedTo insert a background image please click on the background using the right hand button of your mouse.From the menu choose FORMAT BACKGROUND then choose PICTURE OR TEXTURE, from FILE choose picture and navigate to select the picture you want to place.The picture will be placed behind the text and the logo. PLEASE MAKE SURE THE PICTURE IS 4:3 AND High enough resolution.
  • Facebook = 5,4 M monthly 62% of internet users in Belgium3,2M people monthly on mobile => 60% of all facebook users in belgium
  • In the middle of 2010, what time we were on mobile was split 60-40 between the mobile web and apps
  • 32 smartphone apps
  • Extends the 30 second TV commercial Drives measurable Direct Response (downloads, coupons and signs up etc.) Real Time Measurement of your campaign (engagement, interaction and sharing) Tags shazam / nombre de personnes qui ont vu le spot = shazam engagement rate
  • http://farm.sproutbuilder.com/load/zto2jiIXXxPRs5D4.inmobi.w.review.html
  • 20140423 - Feed your inspiration breakfast 'Mobile' - New Media Behavior and opportunities with cases and how to

    1. 1. MOBILE NEW MEDIA BEHAVIOUR & OPPORTUNITIES 23th April 2014
    2. 2. It all began in 2007, June 29th
    3. 3. Mobile devices created new media behaviour
    4. 4. Publishers reinvent their mobile strategies to connect with the new digital behaviour of consumer’s dailylife. need: the need to be up-to -date with the news, at any time and any place. Source: Cim Internet page requests
    5. 5. 2013, average time spent with digital media per day will surpass TV Viewing in the US  Daily TV time will actually be down slightly while digital media consumption will be up 16%.  The most significant growth area is on mobile
    6. 6. 22.5% of Internet Traffic in the EU5 Is Driven by Non-PC Devices Mobile, 14.2 % Tablet, 7.5% PC, 77.5% Other, 0.8% EU5 Share of Page Hits* Across Devices Source: Comscore Mobile Advisor / EU5 Region (United Kingdom, Spain, Germany, Italy, France) /December 2013
    7. 7. Desktop audience is shifting to mobile devices Desktop queries - 7% Mobile queries + 83% Source: Google Belgium Quaterly Update - Car Dealers – Q4 2013
    8. 8. 60% of all facebook users in Belgium are mobile users 21%of total mobile time spent Facebook and Instagram are Source: Facebook
    9. 9. 89% of our time browsing the Internet on our mobile phones takes place in apps Source: Nielsen Q4, 2013, Monthly usage of app and mobile web
    10. 10. Consuming content is one of the most important activities on mobile devices • Content consumption evolution OPPA • 213,617 daily visitors • More than 165 mio impressions Source: OPPA
    11. 11. What’s new in the CIM 2013 - Print Media brand Digital format Paper format PDF Website APP
    12. 12. New Currency In print: audience analysis Currency 1 LDP audience of a title (paper version only) Currency 2 Cumulative net audience of the paper version as well as the PDF version and the audience of the application tablet and smartphone. Currency 3 Mediabrand audience whatever the medium
    13. 13. Digital versus dailies audience ? Currency 1 4.234,15(000) Reach 12+ Currency 2 4.425,28(000) Reach 12+ Currency 3 5.154,63(000) Reach 12+ +4,51% +16,48% Source : Cim 2012/2013-2 (Reach 12+) +21,7%
    14. 14. Focus on the titles Currency 2 versus Currency 1 Source : Cim 2012/2013-2 (Reach 12+) +9% +7% +14% +13% Source : Cim 2012/2013-2 (Reach 25-54,SG 1-4) +20% +13% +21% +21%
    15. 15. New packages: Print + Digital + Mobile PNU Touchpoints Tango
    16. 16. Advertise on m.site
    17. 17. Advertise in App
    18. 18. Advertise in App
    19. 19. Shazam: Empower consumers to engage beyond 30 seconds • Extends the 30” TV spot • Drives measurable Direct response (Downloads, coupons, signs up) • Campaign Real Time Measurement (Engagement, interaction and sharing) • Retargeting option
    20. 20. Drive to store & Tesdrive - Lancement BMW Mini Cooper Country Man
    21. 21. Drive to store & Coupon - Sephora
    22. 22. Video on Mobile Auto-Play Click-To-Video Pre-Roll
    23. 23. Targeting options In- App Advertising
    24. 24. MOBILE @ HAVAS MEDIA
    25. 25. Mobile @ all levels in the agency • No Silo’s: People from the Digital, Social, Performance & Print team are involved • Solutions for Mobile Analytics (Tracking) & Mobile development thanks to Mobext offices in UK, Poland, Emirates • Mobile is always part of display campaign. Budget from 5k to 50k • Mobile represents 5% + 25% Display plan + Social + Search = +/- 40%
    26. 26. How To Start with mobile? Step 1. Design a responsive website (mobile friendly) that works across devices and/or a native mobile app. Each option present advantages and drawbacks. Find the best match for your business • Think about your needs, goals of your business Step 2. Don’t forget the Analytics/Tracking solution Step 3. Be patient for the development of Mobile Formats. It’s still a long road for standardization!
    27. 27. Conclusions • Mobile is now • Desktop is declining in favor of mobile devices • Mobile changed our media consumption & media behabiour • Opportunities (creativity, coupons, ...) • Extension to other channels: TV, print, store • Engagement with the consumer DO NOT BE SCARED, MOBILE IS QUITE SIMILAR TO DISPLAY 
    28. 28. THANK YOU
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