Hugues Rey presetation (B19): Belgian Media Landscape in Mutation: 13 Opportunities to Build Meaningful Communication

1. B19 - BRUSSELS, 21ST OF OCTOBER
Belgian Media Landscape in Mutation
13 Opportunities to Build Meaningful Communication
Hugues L. Rey

2. powered
by
AT HAVAS WE MAKE
A MEANINGFUL DIFFERENCE
TO BRANDS, BUSINESSES, AND PEOPLE

3. 85%little value
for people
Still, there is
in the current value
exchange with
brands
PEOPLE WOULD NOT CARE IF
DISAPPEARED
OF BRANDS
+9pts

4. Good Quality Prods
Delivers
Safe & Responsible Prods
Useful Prods
Fair Prices
Life Easier
Peace of Mind
Me Happier
Life Satisfaction
Show-off/Pride
Transparent
Diversity
Ethical
Invests
Good Workplace
109 116 113
115 110
103 115 109
102 111 106
101 110 105
42%
FUNCTIONAL
BENEFITS
PERSONAL
BENEFITS
30% 28%
COLLECTIVE
BENEFITS
104
- + =
What Makes Brands Meaningful?

5. 25 66
20 6719 67
4 72
out of 138 brands – first figure = place in the ranking & second figure = MBI
MBI Index
‘151 75 2 73 3 72
MBI Index
‘157 70
11 69
6 70 8 70 10 699 695 71
12 69 13 68 14 68 15 68 16 68 17 67 18 67
29 66 30 6621 67 22 67 24 66 26 66 27 66 28 6623 67
2017:
1 75
2017:
2 73
2017:
9 69
2017:
18 66
2017:
22 66
2017:
3 71
2017:
5 71
2017:
6 71
2017:
4 71
2017:
7 70
2017:
8 70
2017:
10 68
2017:
12 67
2017:
15 66
2017:
11 68
2017:
19 66
2017:
16 66
2017:
17 66
2017:
25 65
2017:
28 65
2017:
13 66
2017:
20 66
2017:
24 65
2017:
21 66
MEANINGFUL BRANDS IN BELGIUM
TECH / RETAIL / LOCAL

6. Purpose should be more than a token gesture
84%
38%
think companies and brands
should communicate honestly
about their commitments and
promises
think companies and brands
indeed communicate
honestly about their
commitments and promises

7. Colin Kaepernick
refused to rise for
the national
anthem, in
opposition to police
violence in the US

9. +7% COLLECTIVE
BENEFITS
PERSONAL
BENEFITS+8%
FUNCTIONAL
BENEFITS=
2 years later, the
former NFL player
appears in the
’30 years’ ad of Nike
Colin Kaepernick refused to rise for
the national anthem, in opposition
to police violence in the US
Nike’s online sales jumped
31% in the 4-day period
Nike:
a leader in brand activism overnight

10. brand marketing
Experiences Solutions Entertainment Stories Events
87% Expect Brands to provide Content
Of Belgian Consumers

11. is not meaningful to
Belgian consumers
63%
Nearly two-thirds
of content
fails to deliver
of the content provided by brands

12. Otrivin (nasal
spray)
provided 6.000
marathon runners
with cleaner air
in New Delhi,
with cannons that are able to
get dust, pollen & pollution out
of the sky, used before &
during the races
Meaningful Content is about …
Adapted to industry & by target

13. only brands that create
meaningful connections
with people will prosper.
How to inspire more
meaningful connections
in a mutating media landscape?

14. Source: Life Observer 2018 – 18/64 Monday - Friday
of the daily time spent
is dedicated to media
consumption
In 10 years, More TV, Radio, and Digital of course …
44%
36
38
43
44
68
107
151
184
186
535
Basic hygiene
Social networks
Household cores
Car
Eat at home
Surf on internet
Work
Watch TV
Listen to radio
Sleep

15. 5000Marketing Message
a Day
8 secAttention Span
50% 35%Ad Blockers
(18-34 Belgium)
Subscription
Audiovisual Media (2020)
Communication Overload

16. Marketing
and Communication
must add value
to People’s life !
• Meaningful –
Marketing must Improve
People’s Life and Play a
positive role in the Society
• Relevant –
Marketing understands me,
offers me tangible value,
without disturbing me

17. Making a
Meaningful
Difference in
Communication
Connection Context Content

18. Is TV Dead ?
Nope !
TV is reincarnated
in more than
one body …

19. TV is reincarnated …
in more than one body

20. Disruption of video’s consumption
XGen vs Millenials
à Live TV Must be meaningful
Source: Video Observer 2018 – Monday – Sunday 18/24 vs 35/44
1%
4%
6%
8%
9%
11%
14%
21%
28%
1%
3%
2%
4%
5%
18%
8%
7%
54%
Cinema
DVD,etc.
TV (Replay)
Downloaded films & series
Short videos on social media
TV (Recording)
On demand
Short videos on internet
TV (Live)
35-44 yo 18-24 yo

21. Even the Telco operator, Orange, adapts its offer
to answer to the new consumption trends
No TV included in the
pack

22. LOOKING 4 MEANINGFUL
CURRENCIES
TRADITIONAL
PLANNING
MEANINGFUL COMPONENTS
REACH CONCENTRATION ATTENTION LOYALTY

23. +5% to 15% Reach

24. Meaningful TV
High Quality
Live
Rendez-vous

25. Un pari
réalisable ?
"Très
difficilement
Parce que le
marché est petit
et très exigeant…”
Bernard Cools
Meaningful !
Local Content
Locally Funded
Talent Nursery

26. BROADCASTING PLAYERS
Inventory is building up
Highly qualitative content
Broadcasted across owned platforms
Broadcasted across syndicated networks
Increased audience via social sharing
PURE WEB PLAYERS
Very large inventory
Mix of:
Premium content
Approved UGC content
Broadcasted across platform
Embedded features
AGREGATED PLAYERS
Large inventory
Qualitative and contextual content
Pushed by Media brand
Online Video Advertising is Everywhere

27. Platform fight is on
Release in Europe in 2020
The new Platform of Proximus presented as a new TV experience
Watch Television, find the content you ‘re interested in

28. New Ways of Consuming TV !
New ways of reaching People ?

29. Addressable TV
Power of TV + Agility of Digital

30. GAFAN …
Heaven or Hell ?

31. Deliver a Better ROI à Local Partner
Perception vs Reality

32. GAFA àTarget the right people at the right time at the right place
Perception vs Reality

33. Data ?
• New Segments
• Granularity
• Consumption Based
• Complementarity
• Multi-sources
• ROI measurement
through direct
effects

34. Main Objective
More Relevance / Less Disruption

35. Digital OOH is an extended media
in a total video strategy
18% investments | 4% inventory
Digital inventory is growing thanks to paper furniture transformation into digital
infrastructure and the expansion of existing digital networks in street and many other
indoor environments.

36. Bringing dynamic contents to a whole new level
Source: Virtuocity / The dynamic difference – Liveposter x Posterscope
+
15%
Increase in overall effectiveness
+
19%
Increase in overall effectiveness
Measured Brand Metrics
Awareness
Message recall
Creative rating score
Brand Consideration
WOM

38. BK
Hognoul
BK
Auderghem
BK
M
ediaCité
Liège
BK
LiègeSaintLam
bertBK
Nam
urBK
Ixelles
BK
Antw
erpen
Kinepolis
BK
Antw
erpen
M
eir
BK
CharleroiRive…
BK
Verviers
BK
Sam
brevilleBK
KortrijkBK
Brugge
BK
Heverlee
Noord
BK
Heverlee
Zuid
BK
Drongen
Noord
BK
KruibekeNorth
BK
KruibekeSouth
BK
Louvain-La-NeuveBK
Seraing
BK
Luxem
bourgGare
BK
BertrangeBK
Foetz
BK
Bascharage
Digital Impacts your Local Business
(Physical Tracking à Granularity)
Store Visits Metric Connects Google
Search Clicks & Youtube Video Views
to footfall numbers

39. Audio consumption disruption
Video & Platforms
Source: CIM establishment survey – During the last mouths, did you listen for at least 10 minutes
Source: Audio Observer 2017 – Monday – Sunday – Total Belgium

40. Multiply Format
Specific Content
Longtail

41. Add 13% Weekly Reach to Radio
Adressability through Music Genre

43. Nearly 60% of
Belgians combine
the various media
to read the
newspaper
NEW CIM
+ 3%
Reach/Day
(papier+digital)

44. Local High Valued Content = Engagement
4 x Engagement rate + 3:30” time spent
Survey
+
Articles
+
Partner zone
+
Native infeed

45. Stupid ?
Definitively Meaningful !
"C'est le magazine le
plus con de Belgique,
ironise John-Alexander
Bogaerts.
Il s'agit d'une longue galerie de portraits,
sans aucun nom ni aucune légende, pris
dans une série d'événements qui se
passent à Knokke. Et il n'y a rien d'autre !"

46. Idea is
the
”new media”
Jacques (1934 - ….)

48. XIII

49. significantly
higher KPIs
x 2.5
Purchase
Intent
Meaningfulness
generates KPIs
M Performance M Performance
Overall Impression 42%80%
Purchase Intent
(non clients) 14%38%
Repurchase Intent
(clients)
70% 29%
Advocacy 76% 37%
Premium Price 40% 18%
High Low

50. 80
130
180
230
280
330
380
430
Stock-market cumulated values between 2008 and 2018
Source: Yahoo Finance / STOXX 1800
TOP MB
performers
Overall Stock
Market
Meaningful Brands
outperform the stock
market by 134%
2008 20182010 2012 2014 2016

51. THANK YOU
We can provide you with a
printable copy if needed
Question ? Thank You !
Hugues.rey@havasmg.com - @huguesrey
AT HAVAS WE MAKE
A MEANINGFUL DIFFERENCE
TO BRANDS, BUSINESSES, AND PEOPLE