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M-entertainment : comment réinventer le loisir à l’ère de l’iPad?

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Le MMA Forum Paris a eu lieu le 4 décembre 2014. Cette deuxième édition, placée sous le thème du « Mobile Only », a accueilli 270 participants et donné la parole à une trentaine d’intervenants.
Cet événement n’aurait pas pu avoir lieu sans la confiance de nos partenaires : Bnp Paribas, Critéo, Google, RadiumOne, Sfr Régie, Solocal et Teads.
Retrouver la présentation de la Keynote et de la table ronde avec Caroline Hugonenc, Teads, Remi Tereszkiewicz, Lagardère Entertainment Digital, Emmanuel Durand, Warner Bros, Mickael Grassi, Universal Music.

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M-entertainment : comment réinventer le loisir à l’ère de l’iPad?

  1. 1. LA GARE 4 DECEMBRE 2014 BIENVENUE DANS L’ERE DU « MOBILE ONLY » 4 décembre 2014
  2. 2. MMA FORUM PARIS MMA FORUM PARIS Directrice Marketing M-entertainment : comment réinventer le loisir à l’ére de l'iPad?
  3. 3. TABLE RONDE : M-entertainment comment réinventer le loisir à l’ère de l'iPad? MMA FORUM PARIS Directeur Lagardère Entertainment Digital Directeur Media & Developpement VP Marketing Président
  4. 4. M-ENTERTAINMENT
  5. 5. Source Business Insider Données 2014 Monde Divertissement : évolution des terminaux connectés
  6. 6. Temps passé par média Source Business Insider Données 2014 marché US Divertissement : évolution du temps passé par média
  7. 7. Temps passé par média Source Business Insider Données 2014 marché US Divertissement : évolution du temps passé par média
  8. 8. Source Flurry Données mondiales Divertissement : au coeur de l’usage mobile
  9. 9. Source Flurry Données mondiales Divertissement : au coeur de l’usage mobile
  10. 10. Source Business Insider Données 2014 marché US Divertissement : au coeur de l’usage mobile
  11. 11. BIENVENUE DANS UN MONDE MULTI-ÉCRAN 2/3 des internautes utilisent au minimum 2 écrans 6,3 écrans / foyer 30% des foyers équipés d’une TV + PC + Mobile + Tablette 25% des vidéos vues sur mobile et tablette Sources: Médiametrie//NetRatings, juillet 2014; Adreaction Millward Brown ; Ooyala, Global video Index Q2 2014
  12. 12. M-ENTERTAINMENT À chaque écran ses spécificités _ + Taux d’équipement TV PC MOBILE TABLETTE Domicile Info / Divertissement Familial 20h – 22h Domicile / Travail Mutli-usage Perso / Pro LV 9h – 18h Tous lieux Communication Personnel LV 18h – 20h Domicile Divertissement Familial SD 20h – 22h
  13. 13. M-ENTERTAINMENT Internet sur Smartphone LA FIN D’UN MONDE PC CENTRIC Répartition du temps passé Internet sur Tablette Internet sur PC Source: Adreaction Millward Brown / base individus équipés TV + PC + Smartphone/Tablette 41% 16% 43%
  14. 14. M-ENTERTAINMENT L’entertainment, un fort tropisme mobile Source : Internet Global, Juin 2014 % d’exclusifs fixe % d’exclusifs mobile 52% 47% 45% 89% 85% 82% 83% 86% 58% 77% 41%
  15. 15. M-ENTERTAINMENT UN SECTEUR A LA RECHERCHE D’UN BUSINESS MODEL
  16. 16. #MMAFP Powered by : Sophie HAUCHART @sophiehauchart Le #mobile sera t il le 1er #media en 2020 #MMAFP Guillaume Fischer @GFisch3r #conf sur le M-entertainment avec Universal, Lagardere et Warner en table ronde. #musique #video sur mobile #MMAFP
  17. 17. M-ENTERTAINMENT
  18. 18. Musique : revenus digitaux
  19. 19. Musique : revenus mobile par type
  20. 20. #MMAFP Powered by : Fanny Dumoulin @FannyDumoulin Prochain challenge dans l'#Entertainment : passer d'un modèle Freemium a un modèle Premium" #MMAFP Pauline Dumont @pdumont82 By engaging with their audiences during TV shows and series, #mobile devices are a great way to create loyalty. #mmafp
  21. 21. M-ENTERTAINMENT des investissements display de croissance 1S 2014 vs 1S 2013 Source : Observatoire de l’epub SRI PwC au 1S 2013 56 M€ 14% +60% La publicite mobile, en phase d’amorçage
  22. 22. M-ENTERTAINMENT L’inREAD, un format conçu pour le mobile TM
  23. 23. M-ENTERTAINMENT Des CPM plus élevés Une forte demande Des formats plus impactants LA VIDÉO, UN BOOSTER POUR LA PUBLICITÉ MOBILE
  24. 24. #MMAFP Powered by : userADgents @useradgents Tv : le plus gros challenge des émissions & live > favoriser les interactions second screen en rapport avec le programme #mmafp Amal Dopchie @AmalDopchie @warnermusic STEP 1 : mettre le marché au niveau en terme d'UX pour la suite. Omnicanalité des usages, des besoins, oblige !
  25. 25. M-ENTERTAINMENT
  26. 26. 719% Augmentation du temps passé dans le monde à regarder des vidéos sur tablettes et mobiles entre T4 2011 et T4 2013 40% Part du trafic YouTube passant par le Mobile (6% en 2011) 72% Part des utilisateurs mobiles avec un forfait haut débit regardant des vidéos au moins une fois par semaine x 14 Estimation de la croissance du trafic vidéo entre 2014 et 2018 Source Ooyala Source Google Source Ericsson ConsumerLab Source Cisco Systems Vidéo : évolution des usages
  27. 27. Vidéo : évolution du trafic sur mobile
  28. 28. #MMAFP Powered by : Sophie HAUCHART @sophiehauchart Évolution des usages de la #vidéo : 40% du trafic Youtube passe par le #mobile #MMAFP Philippe Dumont @AzetoneMobile 4 décembre 2014, journée du MMA forum #mmafp ET avant première du @TheHobbitMovie avec E. Durand @warnerbrosfr
  29. 29. Vidéo : part du mobile dans le digital
  30. 30. Jeu : revenus mobile
  31. 31. Jeu : les jeux sur mobile vs. le marché des jeux en ligne
  32. 32. Jeu : chiffre d’affaires mondial des jeux sur mobile
  33. 33. Jeu : répartition des revenus mobile dans le monde
  34. 34. M-ENTERTAINMENT
  35. 35. LA GARE MERCI ! 2014 BIENVENUE DANS L’ERE DU « MOBILE ONLY » 4 décembre 2014

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