Global Social TV document presented on 5 12-2013 by Havas Media Brussels

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Global presentation Social TV presented on 5-12-2013: TV: the 5 myths - Review of the Sept 2013 TV grids - Match Study - Native advertising - Conclusion

Global Social TV document presented on 5 12-2013 by Havas Media Brussels

  1. 1. WELCOME SHARE #HAVASTV
  2. 2. Havas Media th of December 2013 5
  3. 3. Digital TV has become the norm 2012 2.625.173 2011 2.273.208 Evolution of # residential subscribers of packs 89% (Source: IBPT) 2010 1.851.944 89% June 2005 2009 Pack offers rise (2007) 2008 1.291.579 813.728 2007 479.528 Sept 2005 – Interactive TV launch Avril 2006 Feb 2013 Coditel rebranded July 2011 6% 3% 2006 2007 2008 2009 Audimetrie CIM, Janvier 2006-Novembre 2013, 4+, % penetration STB (Settopbox at least 1 TV) 2010 2011 2012 2013
  4. 4. A NIGHTMARE ON MAIN SCREEN
  5. 5. TV consumption driven by technologies 311 min 292 292 281 255 min 244 min 230 221 211 207 min 1997 1998 1999 2000 2001 2002 Source : Audimetrie CIM, 15-54 y.o. Total screen usage 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  6. 6. There is nothing stable in this world except Belgian TV time view 4 h 05 3 h 21 2013 2010 2013 3 h 23 2010 4 h 02 Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Daily viewing Time (ATS), Daily Reach (10 min. cons.), Live +6 - Guests,15-54y, All Day, Total TV
  7. 7. „Traditional‟ TV: More Time – (A very little less) Reach Daily Reach % 85% 35+ 2005 35+ 2012 80% 75% Women 2005 Women 2012 Men 2005 02:52:48 03:07:12 03:21:36 03:36:00 70% 03:50:24 SG 1-4 2005 04:04:48 04:19:12 65% SG 1-4 2012 60% 55% 15-34 2005 50% 15-34 2012 45% Source CIM Audimetrie 3/2005 vs 3/2013 Men 2012 04:33:36 04:48:00 05:02:24 05:16:48
  8. 8. Rise of the „other‟ TV screen usage 7% 2% 7% 5% 5% 11% 55% 66% 76% 65% 28% 22% 15% 8% 3% sept-oct 2013 sept-oct 2010 3% sept-oct 2010 17% sept-oct 2013 Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Repartition others screen usages based on RAT 15-54 All Day
  9. 9. TIMESHIFT KILLS LIVE TV !
  10. 10. Rise of time shifted viewing 68% 64% 37% 37% 2009 2010 2011 Source : CIM Audimetre, All Day, Janvier 2009-03/11/2013, Monthly Reach TSV (= 4+ with STB at least 1 TV) 2012 2013
  11. 11. 6 ads out of ten watched inside time shifted viewed programs 7,0% 60% 4,3% Total TSV National (weighted) Ads watched in the TSV (weighted) 2010 2011 2012 Source : Audimetrie CIM, Jan 2010- Oct 2013, TSV Share,15-54y, All Day Commercial Time Band (only break); North: VTM, 2Be, Vitaya, Vier, Vijf, Discovery, South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL 2013
  12. 12. Timeshifted viewing: a question of contents 215 Series 163 Movies DocusoapReality serie Game Quizz Cartoon 152 144 133 Series are timeshifted viewed Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day North: Een, Canvas, Ketnet, VTM, 2Be, Vitaya, Vier, Vijf 2x more than global average
  13. 13. Timeshifted viewing: a question of contents 385 Animated movies Cartoon 226 Docusoap- Reality serie 223 217 Movies Series are timeshifted viewed Series 180 almost 4x more than global average Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL
  14. 14. FRAGMENTATION DIVIDES RATINGS
  15. 15. Fragmentation ? Which fragmentation ? 2.200.000 Total TV Total screen usage 2.024.131 2.000.000 1.954.918 1.800.000 1.862.453 Total TV 1.600.000 1.400.000 1.200.000 1.000.000 800.000 600.000 400.000 200.000 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; EEN; CANVAS; KETNET OP 12; SPORZA; VTM; EEN+; KETNET+ / CANVAS+; VTMKZOOM; 2BE; Vier; Vijf; VITAYA; EXQI PLUS NL; DISCOVERY CHANNEL VL; NICK JR(NL); NICKELODEON(NL); DISNEY CHANNEL VL; ACHT; NATIONAL GEOGRAPHIC;; Live+Guest 2011 2012
  16. 16. Fragmentation ? Which fragmentation ? 1.600.000 Total TV Total screen usage 1.433.060 1.473.600 1.400.000 1.390.328Total TV 1.200.000 1.000.000 800.000 600.000 400.000 200.000 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; LA UNE; LA DEUX; RTL-TVI; CLUB RTL; PLUG RTL; AB3; ; Live+Guest 2012
  17. 17. A smooth on-going change RAT (%) 45% 40% 35% 97-2000 2001-2004 30% 2005-2008 2009-2012 25% 20% 15% 1 2 3 4 5 6 7 Shows ranking Top 10 Source: Audimetrie – 15-54 y.o. – Selected channels: Een, Canvas, Ketnet, VTM, 2BE, Vier, Vijf, Vitaya (live + guest) 8 9 10
  18. 18. A smooth on-going change RAT (%) 35% 7/3/2010 30% 25% 97-2000 2001-2004 2005-2008 2009-2012 20% 15% 10% 1 2 3 4 5 Shows ranking Top 10 Source: Audimetrie – 15-54 y.o. – Selected channels: 6 7 8 9 10
  19. 19. ALL GUESTS ARE EQUAL .
  20. 20. Similar # guests in both regions but… 5% Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day
  21. 21. Guests ratings are a question of contents 119 4-14 y.o. 118 Sports 04-14y 111 Youth contents 109 15-34y Movies 105 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day Index = North
  22. 22. Guests ratings are a question of contents 117 4-14 y.o. 108 Sports Youth contents 15-34y Movies 106 105 104 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day Index = South 04-14y
  23. 23. Guests ratings is a question of season 130 120 « Guests Share » 110 100 90 C H R I S T M A S 80 70 S U M M E R 60 1/09/2012 1/10/2012 1/11/2012 1/12/2012 1/01/2013 1/02/2013 1/03/2013 1/04/2013 Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day 1/05/2013 1/06/2013 1/07/2013 1/08/2013 1/09/2013 1/10/2013
  24. 24. MULTI-SCREEN THE NEW NORMAL ACTIVITY
  25. 25. Belgium in the top „Tablet European League‟ 40% 36% 35% 31% 30% 30% 30% 25% 21% 21% 20% 20% 16% 15% 2012 2013 15% 12% 11% 11% 12% 10% 7% 5% 0% US UK France Belgium Germany Finland Japan
  26. 26. Other devices & format grow steadily Youtube 8,0% 8h40/month DVD, 5% TSV; 5,0% Emergence of „watching TV‟ on other devices 95% 5h30/month 5h00/month (PC, Tablet or Smartphones) 72% Daily Reach Total Reach 90h/month Traditional TV viewing, 82% 14% 7% TV screen Source: audimetrie – Comscore - GFK Other Devices
  27. 27. Watching TV on other devices A youngsters‟s habit 2% 2% 65+ 8% 55-64 3% 14% 45-54 7% Total Reach 14% 35-44 Daily Reach 7% 23% 25-34 10% 30% 18-24 14% 0% 5% Source: audimetrie – Comscore - GFK 10% 15% 20% 25% 30% 35%
  28. 28. Laptop and Gaming Consoles: Popular TV devices next to the traditional TV set TV 97% Connected tablet Laptop 52% 7% Watch TV Gaming console connected to TV Smartphone 13% 19% Tablet 15% Source: MMS Study 2013 – Havas Media
  29. 29. Live TV on other screens less than 1% of the Volume in 2012 100% 96% 95% 90% 80% 73% 72% 70% 60% 50% Daily Reach 18+ (%) Total Reach 18+ (%) 40% 30% 20% 16% 10% 14% 7% 6% 0% North TV North Other screen South TV South Other screen Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une enquête en ligne de 10.665 répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.
  30. 30. The challenging “new normal”
  31. 31. 2nd screen (TV) a strong link with digital brand content Surf on websites related to what I’m watching 44% Look or buy things related to what I’m watching Tweet about the TV program or movie 9% 25% Multi screen usage Comment online about ads, film or program I’m watching Write on FB about what I’m watching 22% 18% Consult Twitter 21% Send emails / sms related to what I’m watching 22%
  32. 32. In a nutshell TV remains an avoidable, dominant and massive media Digital transformation has - so far - allowed: - TV contents‟s usage multiplication - More relevant and personalized contents - „Live‟ social interactivity Let‟s share together 120 minutes to better understand - the Social TV phenomenon - Links between traditional TV and other screens in order to optimize potential synergies
  33. 33. WHAT DID WE EXPECT IN THE NORTH?
  34. 34. A lot of rocket science deployed in 2012…
  35. 35. A lot of promises…
  36. 36. A repositioning for autumn 2012… Bye bye Welcome (back) Menuet, Skyline entertainment, deMENSEN, Hotel Hungaria, De TV-makers, etc Emotional Respectful Real Refreshing (tone of voice) Bold Warm Entertaining Guiltfree Emotional Optimistic Positive Real Contagious Trendy
  37. 37. 3 from E to
  38. 38. And the winner is mostly …
  39. 39. Finally: no huge impact 28% 27% 26% EEN 26% 26% 25% VTM +15% 15% 13% 9% VIER 17/9/2012 Sept-Oct 2011 27/08-16/09/2012 Source : Audimetrie CIM, 15-54y, 18:55-22:35, TTVshr%, Live 17/09-04/11/2012
  40. 40. ONE YEAR LATER
  41. 41. Not a revolution in the North • None of the scenarios were confirmed • Light transfer from Eén and VTM to Vier • Vier increased significantly • In 2013, channels stray from their strategy and values • VTM is slightly more provocative • Vier expands its scope and mixes production houses  better balance in the grid
  42. 42. The new TV-landscape in 2013 ? 24% 21% 14% 7% 6% 5% 4% 2% EEN VTM Vier 2BE CANVAS Vijf VITAYA Source : Audimetrie CIM, 2012(27/08-04/11), 2013 (26/08-03/11), 15-54y, 12h00-26h00, TTVshr%, Live Transfer 2% DISCOVERY CHANNEL VL 1% KETNET OP 12
  43. 43. Success stories and… 106 103 VTM 119 267 Vs 2012 = 90 VTM 142 135 136 Source : Audimetrie CIM, 26/08-03/11/2013,15-54y, Index based on comparaison between programs and 2012 season or same time band 2012 111
  44. 44. Less successful ones as well. 68 55 96 VTM VTM 68 97 VTM 92 Source : Audimetrie CIM, 26/08-03/11/2013,15-54y, Index based on comparaison between programs and 2012 season or same time band 2012 64
  45. 45. Red Devils boosting effect ! 231 Source : Audimetrie CIM, 2013 (26/08-03/11), 15-54, Live +6, Index Match WC Qualif Red Devils Vs Typologie Foot
  46. 46. Stievie is coming 98% of the test panel were very enthusiastic 78% would miss Stievie and 80% is willing to pay for the app. Interactivity made easy: Tweeting while watching your favourite show
  47. 47. NO BIG CHANGES IN THE SOUTH
  48. 48. Convergence TV - Web Programs close to the public – Life style-food US blockbuster & series
  49. 49. ONE YEAR LATER
  50. 50. Continuity Strong communication about « Interactivity » Always plenty of food programs And a lot of US blockbuster & series
  51. 51. First results • Stability in the South • No major changes • Consolidation of AB3 as the 3rd channel in the South TV landscape • „Challenger channels‟ are fighting (Plug TV, Club TV, La 2) • Football competitions boosted ratings in the South
  52. 52. Own, local productions increase in the South …but still so far from the North South 100% 100% 100% 100% 100% 45% 25% 30% 20% 10% 1997-2000 2001-2004 2005-2008 Source : Audimetrie CIM, 01/01/1997-03/11/2013,15-54y, Live – Guests, Production propre basé sur le Top 20 (min. 15’, hors duplication), without Sport 2009-2012 2013 North
  53. 53. The new TV-landscape in 2013 ? 22% 13% 7% 5% 4% 3% 1% RTL-TVI LA UNE AB3 CLUB RTL LA DEUX PLUG RTL Source : Audimetrie CIM, 2012(27/08-04/11), 2013 (26/08-03/11), 15-54y, 12h00-26h00, TTVshr%, Live NAT GEO FR 0% BE 1
  54. 54. Success stories and… 143 101 113 RDV GRAND PLACE 112 239 128 122 Source : Audimetrie CIM, 26/08-03/11/2013,15-54y, Index based on comparaison between programs and 2012 season or same time band 2012
  55. 55. Less successful ones as well. 90 - 110 97 90 97 93 Source : Audimetrie CIM, 26/08-03/11/2013,15-54y, Index based on comparaison between programs and 2012 season or same time band 2012 91
  56. 56. Red Devils boosting effect ! 303 Source : Audimetrie CIM, 2013 (26/08-03/11), 15-54, Live +6, Index Match WC Qualif Red Devils Vs Typologie Foot
  57. 57. A complementary channel Morning AB3 08:00 09:00 Noon Afternoon Access Prime Late Total TV 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 Source : Audimetrie CIM, 26/08/2013-03/11/2013,15-54y, Index Rat % 18:00 19:00 20:00 21:00 22:00 23:00 24:00 25:00
  58. 58. Fiction at the top 151 Vampire Diaries Saturday Prime 121 Friday Prime 112 Monday Prime 111 Source : Audimetrie CIM, 26/08/2013-03/11/2013,15-54y, Index Vs Same Time Band Sept-Oct 2012
  59. 59. Interactivity ?
  60. 60. Interactivity • The start of a new phenomenon • IP : Connect • RTBF : Systematic mention of hashtags and Facebook pages High expectations regarding « The Voice » new season • Waiting (impatiently) for the first results
  61. 61. Some first promising figures • 160.000 app users • 140.000 desktop users • 610.000 interactions + 65.000 emails
  62. 62. Some first promising figures • 31.000 apps downloaded • 35.000 connections • 11.000 connections to the vote part • 2.300 recorded votes
  63. 63. MATCH 05-12-2013 STUDY
  64. 64. Methodology  Selection TV programs  Duration : 1 september - 17 November 2013 (78 tracking days)  Selection manual by experience of HAVAS MEDIA (cfr TV September grids) and TEVIZZ  North : 258 broadcasts, 23 Programs, 6 channels (2BE, EEN, SPORZA, VIER, VIJF, VTM)  South : 165 broadcasts, 20 Programs, 5 channels (CLUBRTL, LA DEUX, LA UNE, PLUGRTL, RTLTVI)  Partnership : HAVAS MEDIA and TEVIZZ  Tracking method, search and filtering (via STORYZZ) :  All relevant keywords, links and accounts related to the community and audience of programs and specific broadcasts (ex. Hashtags, keywords, cast, guest star) : fully automated by TEVIZZ  Automated text-mining technologies to curate and expand search (+10-20%)  Example :  spelling mistakes : “Kooompany”  language variation : “diables” = “devils”=“duivels”  relationship between key words: “goal” + “RTL”
  65. 65. Methodology TELEVISION AUDIENCE CIM TV Audimétrie GFK, 15-54 year, Live+Guest, rating (000-%), reach (20% non cum.) Difference between PROGRAM (total broadcast) and BROADCAST (Diffusion of a program) SOCIAL AUDIENCE  AUDIENCE SOCIAL : Number of Twitter and Facebook messages related to a program (20 minutes before, during, 20 minutes after)  MESSAGES : “Noise” for Twitter (tweets and retweets) and Facebook (post on the official fan page of the program and comment on post)  UNIQUE USER : Number of active users accounts during the TV program monitoring  COMMUNITY : Number of likes/fan (Facebook) and followers (Twitter) of the related program official account  SENTIMENT : Estimated percentage on the basis of opinion (positive-neutral-negative) expressed in tweets about the TV program  DEMO-GENDER : Estimated % from automated datamining based on account names when available on Twitter messages  TAG CLOUD : Visualization (centrality and size of words) of the frequency of most quoted words about the program
  66. 66. RESULTS & OBSERVATIONS
  67. 67. Sport and candidate shows are the most social #messages 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 6.498 5.997 4.248 2.441 1.833 1.604 1.449 996 554 479 World Cup Qualifier, Kroatië – Belgie - 11/10 UEFA Champions League, Anderlecht vs Paris SG - 23/10 So you think you can dance - 13/10 Wielrennen, WK Wielrennen Firenze - 29/09 De slimste mens ter wereld - 31/10 Belgium’s Got Talent - 11/10 De zevende dag - 13/10 De grote sprong - 04/10 Het lichaam van coppens - 12/09 Cofidis cup, Oudenaarde vs Club Brugge - 25/09 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 5.751 5.553 4.307 3.717 2.542 2.140 2.110 780 741 707 Qualification Coupe Du Monde, Croatie vs Belgique - 11/10 UEFA Champions League, Benfica vs Anderlecht - 17/09 C'est du belge: Rendez-vous Grand-Place - 27/09 Belgium's got talent - 22/09 Soirée CAP 48 - 13/10 UEFA Europa League, Standard vs Esbjerg FB - 19/09 Cyclisme, Championnats du monde sur route - 29/09 La nouvelle star - 31/10 Le meilleur pâtissier - 28/10 L'amour est dans le pré - 05/11 Source : Top 10, broadcast with no duplication, North & South based on number of messages
  68. 68. Social Media noise, an highly concentrated metric North 6% Source : Pareto’s curve model Of tracked programs 50% 80% Of tracked messages 6% South 22% 14% Of tracked programs mentions = noise
  69. 69. Red Devils : a strong common value Messages : The most noisy categories 6 498 Kroatië – België 11/10 2 625 2 078 Sport Sport 4 248 SYTYCD 13/10 966 4 307 RDV Grand Place 27/09 1 443 Variety Candidate Show 1 449 De Zevende Dag 13/10 902 5 751 Croatie – Belgique 11/10 Political Source : North&South, Messages Facebook&Twitter 3 717 Belgium‟s got talent 03/11 1 362 Candidate Show
  70. 70. Men tend to be more active & engaged viewers except for the candidate shows TV Benchmark Social Social & TV data Sport Political Source : National, Twitter, gender, >100 messages and >50 unique users Magazine Candidate Show Variety
  71. 71. Women in the South are less social than their Flemish counterparts, men show the same behavior North&South 71% 29% 49% 49% Social 51% Index 84 vs TV Index 119 vs TV Candidate Show 58% 42% 38% 38% Social 62% Index 69 vs TV Index 103 vs TV Variety 17% 83% 18% Social 82% 82% Index 164 vs TV Index 168 vs TV Political 17% Social 83% Index 130 vs TV Sport Source : North&South, Top feminine & top masculine, by category, Twitter 83% 18% Social 82% Index 125 vs TV 82%
  72. 72. Sentiment is linked to the topics more than the programs and vary week on week 53% 11/09 La maternité trop vue comme un hôtel ? 20% 23/10 Caméras intelligentes, une bénédiction ou une malédiction? 45% 17/10 Pourquoi malade dans les transports 17% 16/10 Animaux qui baignent dans le luxe et vivent comme des humains 44% 13/10 Opération de solidarité de la RTBF 14% 18/09 Alimentation et faux sucres Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users 40% 15/09 Best of international avant le lancement de la saison 2 13% 10/11 Affaire Wesphael : l'immunité parlementaire en question
  73. 73. North is more Social TV friendly… wrong ! Selection Sports Because Exact same broadcast North & South            Croatie vs Belgique Belgique vs Pays de Galles Belgique vs Colombie Anderlecht vs Olympiakos Anderlecht vs Paris SG Paris SG vs Anderlecht IF Elfsborg vs Standard Genk vs FC Thoune Genk vs Rapid Vienne Rapid Vienne vs Genk Championnats du monde de cyclisme sur route Total Messages 56% VS 44% Belgian population Smoothing Index calculation basis 61% VS 39% Index Messages/Population 92 Source : North&South, Category Sports, Messages Facebook&Twitter VS 113
  74. 74. South is slightly more familiar with Social TV Selection Candidate Show Because of high similarities on North & South Total Messages Index Messages/Population 33% VS 67% 54 VS 173 94% VS 6% 154 VS 15 79% VS 21% 129 VS 55 57% VS 43% 94 VS 110 Selection Political Because of high similarities on North & South TOTAL SELECTION Sports, Belgium’s got talent, Politicals Source : North&South, Category Candidate Show and Political, Messages Facebook&Twitter
  75. 75. For each show a specific community profile Twitter #fans ; #followers OLD Source : Example North&South on different broadcast, Community Facebook&Twitter NEW Facebook Intermediate
  76. 76. Evolution of the community is dependent on the maturity of the program OLD Twitter NEW Facebook Intermediate +15% #fans ; #followers +7% +12% +92% +15% +26% +25% +12% +45% +13% +24% Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter +26%
  77. 77. Vast majority of messages are generated on Twitter OLD Twitter NEW Facebook Intermediate +15% #fans ; #followers +7% +12% +92% +15% +26% +25% +12% +45% +13% +24% Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter +26%
  78. 78. Social & TV : The perfect MATCH Tweets/minutes Tweets/minutes Region Advertising Program (adv excluded) Pg vs Adv North 17 26 +52% South 16 27 +73% Source : North&South, Broadcast, difference between tweetw messages/minutes during program vs during advertising
  79. 79. During ads, second screen becomes first one -38% Programs that generate “buzz” suffer less from zapping Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ -58%
  80. 80. The Havas Social TV indicator SRP : Social Rating Point TV Reach Social Audience Total Messages = X 100 Reach TV (20%) Average: national 0,18 north 0,13 south 0,27 How to read SRP ? 2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user 2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user Source : National, Reach 000 (20% non cum.), 15-54 year
  81. 81. Croatia - Belgium TV Reach 20% - 842 640 TV Reach 20% - 632 609 Total messages – 6 498 Total messages – 5 751 SRP = 0,77 (av. 0,13) Source : SRP on Sport, North&South, 15-54 year SRP = 0,91 (av. 0,27)
  82. 82. Top SRP – North Program SRP UEFA Champions League - Anderlecht vs PSG (23/10) 1,35 So you think you can dance (13/10) 1,03 WK Wielrennen Firenze (29/09) 0,84 De zevende dag (13/10) 0,78 World Cup Qualifier - Kroatië vs Belgie (11/10) 0,77 Astrid in wonderland (20/09) 0,35 De slimste mens ter wereld (31/10) 0,29 Belgium's Got Talent VTM (11/10) 0,25 Cofidis cup - Oudenaarde vs Club Brugge (25/09) 0,21 Singl3s (11/09) 0,21 Source : Top 10 North by broadcast, ranking on SRP
  83. 83. Top SRP – South Program SRP UEFA Champions League - Benfica vs Anderlecht (17/09) 2,32 Championnats du monde de cyclisme sur route (29/09) 2,19 Rendez-vous Grand-Place (27/09) 2,09 Soirée CAP 48 (13/10) 1,36 Belgium's got talent (22/09) 1,10 UEFA Europa League - Standard vs Esbjerg FB (19/09) 1,02 La nouvelle star (31/10) 0,95 Qualification Coupe Du Monde - Croatie vs Belgique (11/10) 0,91 Mise au point (03/11) 0,56 Un gars, un chef (18/09) 0,40 Source : Top 10 South by broadcast, ranking on SRP
  84. 84. Mapping SRP – North (no sports) Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  85. 85. Mapping SRP – North Zoomed (no sports) Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  86. 86. Mapping SRP – South (No Sports) Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  87. 87. Mapping SRP – Zoom South (No Sports) Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  88. 88. Mapping National - Sports Belgian’s team games generate better audiences both on Social Media & on TV but audiences are averagely more qualified and committed for less main stream games (cfr Cyclism & Anderlecth). Source : TV audience index National Sports 15-54 (duplication) ; index Social audience 13+ based on #messages tracked
  89. 89. Mapping National - Categories Sport & Candidate show are unsurprisingly over-performing in terms of audiences. Political show are broadcasted during the day but : Combined Audience Indicator (CAI) is as strong as for candidate shows & Social Frequency Indicator is the strongest (2,73 mentions/unique user) Source : TV audience index National av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked
  90. 90. Conclusion Communities Facebook + Twitter Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users
  91. 91. Example Communities Facebook + Twitter 13/10 125 207 ? 4 248 2 933 Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users
  92. 92. How to improve ? Communities Facebook + Twitter Communities Viral Impressions Facebook + Twitter Social Audience’s friends Total Messages Facebook & Twitter Viral Impressions Social Audience’s friends Total Messages Facebook & Twitter Social Active Users Social Active Users
  93. 93. NATIVE ADVERTISING Beyond the buzzword
  94. 94. NATIVE ADVERTISING: CONVERGED MEDIA
  95. 95. What is native advertising? • Native advertising is a type of converged media that combines paid and owned content into commercial messaging that is fully integrated into, and often unique to, a special delivery platform • It's sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment • A form of media that’s built into the actual visual design and where the ads are part of the content
  96. 96. Like, as the advertorial found in print magazine? Yep. But...
  97. 97. What is native advertising? Promoted posts, promoted tweets look just like every other post or tweet or ... on my timeline, however it’s a paid for piece of advertising that emulates the Facebook, Twitter experience Facebook's sponsored posts Twitter's promoted hashtags and tweets Sponsored article on a media outlet
  98. 98. What is native advertising? The intention is to make the advert feel less intrusive and thus increase the chance that a user will interact with it. There is strong evidence that integrating contextually relevant advertising and content for consumers, rather than interrupting them, generates a significantly better response.
  99. 99. Closed and open native advertising Closed Open This refers to brands creating content or profiles within an existing platform – Twitter, Facebook, Youtube, Pinterest – and then promoting its own content using the same look and feel of the respective platform. Here content is created by a brand outside of any existing framework. That content is then distributed via a third-party across multiple platforms. This third-party adapts the content to the various styles and formats of whatever platform it has been published on. Closed certainly offers more advantages in terms of tailoring the adverts and ensuring relevancy and personalisation
  100. 100. Native advertising presents opportunities for the entire ecosystem
  101. 101. SOCIAL MEDIA: A KEY PART OF NATIVE ADVERTISING
  102. 102. On social media, most ads are seamlessly integrated into a user's feed In-stream social native ads look, feel, and function seamlessly across mobile and PC, which is precisely what brands want, as they seek to build crossdevice campaigns Facebook ads in the newsfeed achieve 37-times higher click-through rates and a 47% lower cost-per-click than traditional placements in the right-rail sidebar (source: Havas Media Brussels) 80% 20% 100%
  103. 103. Overall BE Market News Feed Investment 2012 – H1 2013 32% of Total Investments are MOBILE FEED
  104. 104. LinkedIn jumped on the bandwagon… …and launched Promoted Updates in July of this year.
  105. 105. Twitter Ads now available in Belgium Twitter started the native-social ad trend with Promoted Tweets in early 2010. The social network is now among the most influential voices in arguing that TV and digital ad spend can work hand-in-hand. But the availability of the advertising platform in Belgium is very recent.
  106. 106. But also: Content Integrations
  107. 107. SOCIAL MEDIA: NATIVE FORMATS
  108. 108. Facebook: Promoted Post
  109. 109. Twitter: Promoted Tweets and Accounts
  110. 110. LinkedIn Sponsored Updates
  111. 111. Foursquare: Sponsored Listings & Promoted Updates
  112. 112. Instagram: Ads
  113. 113. Future : Pinterest ads
  114. 114. TV, SOCIAL MEDIA & TV APP: NEW OPPORTUNITIES FOR SHARED MEDIA
  115. 115. What‟s Social TV? Social television refers to technology that supports communication and social interaction via a second screen, in either the context of watching television, or related to TV content. While the TV show is broadcasted, the channel will encourage people to comment with the show on different social platforms through a dedicated #. #jo2012 People talking via Twitter thought a dedicated # will help inscrease the visibility of the TV show on the Social Media platforms. # # # # The generated conversation starts generally on Twitter or thought a dedicated app that is connected to Twitter.
  116. 116. What are the advantages of Social TV? • Benefit from direct TV content to kick back and surf on the community’s interactions. The debate has been initiated on TV and continues on Twitter • Reach simultaneously a high number of people and redirect them on social networks to drive traffic • Create additional content from the TV show • Implement advertising formats synchronized with broadcasted TV shows
  117. 117. Advertising formats on Twitter Promoted account Format: Recruit new followers Builds an active community of advocates and influencers based on their interests. The promoted account will appear in the « Who to follow » section of Twitter or during a search. Promoted tweet Format: engagement Targets timelines to amplify your reach and engagement to the right users when they are connected on Twitter. Pay only for engagement: clics, retweet, follow, reply, bookmarked. Promoted trend Format: Reach visibility / Branding It’s a 24 hours exclusivity that enable your # to be amongs the most trendy. Trends are popular topics happenning right now on Twitter. Because these Trends are placed prominetly next to a user’s timeline, they get mass exposure. The main objectif is get maximum reach of the op. 12/6/2013 :: 121
  118. 118. Auchan Case – Optimising TV show sponsorship with native advertising • Objective : Top Chef’ sponsorship optimisation during one month • • Increase of visibility, reach & engagement via products, Auchan content in the broadcasts and contest. Means • • 4 sponsored trend during 1 month (each day of broadcast  #TopChef = 1st in Twitter trend Sponsored tweets (at each show’s highlights, a sponsored tweet about cooked product was live)
  119. 119. Auchan Case – How to buy native advertising? (mid February- mid March) CPM CPC Promoted Account Specific targeting Whole campaign Promoted Tweets Whole campaign Premium Placement No Premium Placement 2 PPA in February Whole campaign 1 day duration for each PPA 4 Sponsored Trends #TopChef 1 ST duration : 1 day Online during 18/02 and 25/02, broadcast days of Top Chef Online during 18/02 - 25/02 - 04/03 and 11/03, broadcast days of Top Chef
  120. 120. Auchan Case – Types of promoted tweets Trend rate 28,3% These are promoted tweets from the last #TopChef trend (11/03)
  121. 121. Auchan Case – Twitter results Promoted accounts Cost/Follower : 1,08 € (vs. 1,5 € benchmark Twitter) Promoted tweets  Linked to Top Chef program 600 000 impressions Engagement rate : 7,18% (more than 47 000 engagements) Cost per engagement : 0,17€ ! 4 Sponsored trends #TopChef  Online during Lives! 45 000 000 impressions 120 000 impressions of associated tweets Average of 29 750 tweets with #TopChef registered for each trend Average engagement rate per trend : 4,50%
  122. 122. CASE, WE ARE TENNIS: WHEN A FINANCIAL BRAND BEATS TRADITIONAL MEDIA ON SPORT NEWS
  123. 123. We Are Tennis: relevant owned content Content excellence: BNP Paribas Fortis successfully claimed the tennis territory on social media in Belgium
  124. 124. We Are Tennis: sponsored
  125. 125. We Are Tennis: high publishing frequency and live coverage
  126. 126. Trusting the top 3 most engaged brand community all year long
  127. 127. We Are Tennis: results Owned onthly Reach .450.963 OTS 9 Total Impressions Av. Monthly Reach 23.290.320 66.071 Earned OTS 40 Paid Total Impressions Av. Monthly Reach 145.151.936 1.450.963 Global ed nthly Reach 66.071 Owned OTS 9 Earned OTS 40 Total Impressions Av. Monthly Reach 9.008.204 238.656 Total Impressions Av. Month 9.008.204 238. OTS 3 Total Impressions Av. Month 23.290.320 66.0
  128. 128. Native advertising on Xbox HD advertising on the biggest screen of the house Average CTR from 1 to 8% Campaign from 5K€
  129. 129. CONCLUSIONS
  130. 130. Audiovisual Engagement Maximization CLASSICAL TV 1. Cross-over between TV (classical and non-spot), online video, Second Screen and social TV 1 APPROACH “OUT OF THE BOXTV” Engage the target at the right time via the right device with a dedicated content ! ONLINE VIDEO 2. Focus on Multi Criteria Performances 3. Complementarity
  131. 131. Havas Media Multi-Screen Planning Additional Enhanced Content Interactivity Engage & Share Social TV Additional Coverage Contextual Targeting RTB/Data/Behavioral Traffic Building Second Screen Online Video Linear TV Effective Reach Cost Effective Additional Coverage Point Engagement Based Planning Community Identification Native Advertising/RTB/Data Traffic Building
  132. 132. Havas Media Multi-Screen Planning Additional Enhanced Content Interactivity Engage & Share Social TV Additional Coverage Contextual Targeting RTB/Data/Behavioral Traffic Building Second Screen Online Video Linear TV Effective Reach Cost Effective Additional Coverage Point Engagement Based Planning Community Identification Native Advertising/RTB/Data Traffic Building
  133. 133. Havas Media Multi-Screen Planning Additional Enhanced Content Interactivity Engage & Share Social TV Additional Coverage Contextual Targeting RTB/Data/Behavioral Traffic Building Second Screen Online Video Linear TV Effective Reach Cost Effective Additional Coverage Point Engagement Based Planning Community Identification Native Advertising/RTB/Data Traffic Building
  134. 134. Havas Media Multi-Screen Planning Additional Enhanced Content Interactivity Engage & Share 4 – Q1 2014 Social TV Additional Coverage Contextual Targeting RTB/Data/Behavioral Traffic Building Second Screen Online Video Linear TV Effective Reach Cost Effective Additional Coverage Point Engagement Based Planning Community Identification Native Advertising/RTB/Data Traffic Building
  135. 135. Havas Media Credo 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)
  136. 136. THANK YOU facebook.com/HavasMediaBelgium fr.slideshare.net/havasmediabe

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