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de Fontanges Ombline thèse MCI 2015 Soutenance.17.02.16

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DATA et MEDIA Pourquoi et comment une DMP régie. L'essentiel de la thèse. 3 degrés de maturité des régies.

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de Fontanges Ombline thèse MCI 2015 Soutenance.17.02.16

  1. 1. THESE PROFESSIONNELLE Ombline de Fontanges DATA ET MEDIA Pourquoi et comment une DMP régie MBA Spécialisé Marketing Commerce sur Internet MCI PART TIME 2015 INSTITUT LEONARD DE VINCI 17 février 2016
  2. 2. INTRODUCTION 1. 3 SOURCES D’INFO 2. LA PREUVE PAR 3 DE LA DATA 3. 3 DEGRES DE MATURITE DMP CONCLUSION 3 3 3 3 33 3 17 février 2016 Ombline de Fontanges – DATA et MEDIA 2
  3. 3. data media régies publicité display programmatique DMP ad exchange segments internautes figaromedias M6Publicité data scientism big data audiencesconsommateurs annonceurs technologie third partykrux weborama adobe google second party first partySRI IAB premiu m cookies ciblage INTRODUCTION
  4. 4. DATAETMEDIA EN2016 2interviews: M6PUBLICITE* le15février2016 MEDIA.FIGARO** le20janvier 2016 * CHARLES, Guillaume (DGA en charge du marketing et du digital). Frenchweb. ** DOMONT, Aurore (PRESIDENTE). Offremedia. 17 février 2016 Ombline de Fontanges – DATA et MEDIA 4
  5. 5. => 3 QUESTIONS 1. Pourquoi la data et la DMP sont des sujets d’actualité pour le marché publicitaire en France ? 2. Faut-il que les régies publicitaires mettent en place une Data Management Plateform (DMP) comme l’ont fait M6 Publicité et Media.Figaro? 3. Comment faire, quelles sont les bonnes questions à se poser ? 17 février 2016 Ombline de Fontanges – DATA et MEDIA 5
  6. 6. data media régies publicité display programmatique DMP ad exchange segments internautes figaromedias M6Publicité data scientism big data audiencesconsommateurs annonceurs technologie third partykrux weborama adobe google second party first partySRI IAB premiu m cookies ciblage 1. 3 SOURCES D’INFO
  7. 7. PLUS DE 50 ARTICLES SURLEWEB 17 février 2016 Ombline de Fontanges – DATA et MEDIA 7
  8. 8. 8CONFERENCES 17 février 2016 Ombline de Fontanges – DATA et MEDIA 8
  9. 9. ENTRETIENS AVEC 6EXPERTS 17 février 2016 Ombline de Fontanges – DATA et MEDIA 9
  10. 10. data media régies publicité display programmatique DMP ad exchange segments internautes figaromedias M6Publicité data scientism big data audiencesconsommateurs annonceurs technologie third partykrux weborama adobe google second party first partySRI IAB premiu m cookies ciblage 2. LA PREUVE PAR 3 DE LA DATA
  11. 11. TECHNOLOGIE ETDATA: LA MUTATION DE LA PUBLICITE DU MEDIA PLANNING A L’AUDIENCE PLANNING AU CONSUMER PLANNING 17 février 2016 Ombline de Fontanges – DATA et MEDIA 11
  12. 12. 2016 LES ENJEUX DES REGIES LA DEMANDE DE PUB Les agences media Les annonceurs Le programmatique +61% selon le SRI Le premium Ciblage des consommateurs Création de segments Brand safety Mesure de la visibilité KPI Les Adblockeurs Expérience utilisateurs Publicités intégrées Brand content Contenus personnalisés Cross-device LES BESOINS 17 février 2016 Ombline de Fontanges – DATA et MEDIA 12
  13. 13. NOUVEAU METIER DES REGIES « 2016 va être l’année de l’industrialisation de la data. Les acteurs ont investi et le marché va se structurer ». BIHAN, Gwendal (Accenture). Entretien du 30 novembre 2015. « Avant c’était la marque média, maintenant c’est la capacité de la régie à exploiter la data » Karine Rielland de chez Prisma. DMP : Data Management Plateform Collecter, Qualifier, Segmenter, Activer 17 février 2016 Ombline de Fontanges – DATA et MEDIA 113
  14. 14. data media régies publicité display programmatique DMP ad exchange segments internautes figaromedias M6Publicité data scientism big data audiencesconsommateurs annonceurs technologie third partykrux weborama adobe google second party first partySRI IAB premiu m cookies ciblage 3. 3 DEGRES DE MATURITE DMP
  15. 15. Avant Lancement de la DMP Après Media Planning Audience Planning Consumer Planning Techno : Lancement Place de Marché Privée Techno : Lancement DMP Techno : Externalisées Recueil First Party Data VOLUME VARIETE Croisement Second/Third party data CONSO Pas d’exploitation de la data La majorité des régies LesTOP régies Les GAFA Régie Régie Régie Régie 17 février 2016 Ombline de Fontanges – DATA et MEDIA 15
  16. 16. PAS DE DMP  Audit des assets : pouvoir récolter une data 3 V  Volume  Variété  Vitesse  Un investissement important  DMP externalisée « L’élément clé c’est la data, d’où l’importance d’avoir une data propriétaire » PICAN, Véronique (Yahoo). Marketing Remix by Viuz. 19 novembre 2015. 17 février 2016 Ombline de Fontanges – DATA et MEDIA 15
  17. 17. LANCEMENT DE LADMP  Respecter les 11 piliers de la réussite d’une DMP « Les gens qui travaillent sur les DMP se rendent compte des limites » BIHAN, Gwendal (Accenture). Entretien du 30 novembre 2015. 17 février 2016 Ombline de Fontanges – DATA et MEDIA 16
  18. 18. DMPMATURE  La confiance des annonceurs pour leurs 2nd party data  Le choix de la bonne 3rd party data 3V  Les lois sur la data « La publicité n’est pas le CRM » DANE, Christophe (Digitall Makers) 17 février 2016 Ombline de Fontanges – DATA et MEDIA 17
  19. 19. data media régies publicité display programmatique DMP ad exchange segments internautes figaromedias M6Publicité data scientism big data audiencesconsommateurs annonceurs technologie third partykrux weborama adobe google second party first partySRI IAB premiu m cookies ciblage CONCLUSION
  20. 20. MES 3 PROCHAINS ENTRETIENS Quelle perception de ces offres data ? Les agences media Les annonceurs Futures régies publicitaires comme Amazon ? Monétiser leurs data ? 17 février 2016 Ombline de Fontanges – DATA et MEDIA 19
  21. 21. ETDEMAIN ? « Tout change, ce qui a été fait il y a 3 jours n’est déjà plus d’actualité » HURIEZ, Baptiste (FigaroMedias). Entretien du 23 novembre 2015. « Ce qui est vrai aujourd’hui ne le sera pas demain » GOTLIEB, Catherine (Volkswagen). La data au cœur des campagnes on/off. Cours au MBA MCI Leonard de Vinci. 27 novembre 2015 17 février 2016 Ombline de Fontanges – DATA et MEDIA 210
  22. 22. DES QUESTIONS ? DES QUESTIONS ? ? ? ? ?? ? ? ?
  23. 23. DES QUESTIONS ? MERCI DEVOTRE ATTENTION merci merci merci merci merci merci merci

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