In a world in which the consumer suffers from advertising fatigue and advertising blindness, Hugues Rey, CEO Havas Media Group BeLux, joins us to discuss how data and dynamic creations enable us to reach the right person at the right moment on the right channel. Advertising is still a massive budget for corporations and concerns remain on the effectiveness of channels in a fast changing media world. How can companies switch from perceived irrelevant spending to a tangible return on investment and better connect with their consumers in the process? Key takeaways around the 3A’s Audience – From reach to audience, what are the ways to connect better with the consumer to deliver the relevant content? Addressability – What is the future of the mass media and how to use it in a more accurate targeted approach? Advertainment – How to develop specific and dynamic content that engage, educate and entertain the consumer?

1. 3A’s to Save
Advertising
Brussels – 26th September 2018
The Conference Board
Hugues Rey
C.E.O - Havas Media Brussels
Proff. Solvay Brussels School of Economics

2. Title of presentation
ADVERTISING
UNDER PRESSURE

3. Title of presentation
A FAR MORE COMPLEX
MARKETING WORLD

5. Com
vs
Sales

6. 3X
Regular
Touchpoints
in 15 years
15 years ago the average
consumer typically used 2
touch-points when buying an
item and only 7% regularly
used more than four.
Today consumers use an
average of almost 6 touch-
points with nearly 50% regularly
using more than four.
(Marketing Week)

7. Complexity
of the
Customer
Journey

8. Title of presentation
EXPONENTIAL VOLUME
OF COMMUNICATION

9. AD NOISE
Source: Yankelovich / 2007
Urban individuals are exposed to 5,000 ad messages per day

10. ADS UNWANTED
Premium offers are on the rise
Xno

14. MILLENIALS ON THE RISE
Millennials
By Page Fair

15. STAGGERING…
$21.8 bn
In ad revenue
was blocked in 2015
http://www.wordstream.com/blog/ws/2015/10/02/ad-blockers

16. WHY PEOPLE BLOCK ONLINE ADS

18. AD FATIGUE CYCLE

19. FIRST - WHAT ABOUT THE CONSUMER?
"Regardless of what your metric says,
we're not paying attention to it. If you
don't add value to people's lives,
I don't really give two shits about your
advertising,“ will.i.am

20. WE ARE COLLECTING MORE ABOUT YOU …
Cascading webs of connected information leads to you

21. … BUT WE ARE STILL SERVING
GENERIC INTRUSIVE ADS
Invasive / Interruptive / Irrelevant
Users get tired of ads chasing us around different digital channels

22. REGULATION & MASSIVE FRAUD

23. is not
meaningful
to
consumers60%
of the
content
provided
by brands
Additionaly more than
half of content fails to
deliver

24. EVEN A REJECTION OF ADS, NOT CONTENT
Source: AOL, September 2015
Branded content can drive brand metrics and
improve perception, but what type of content
works the best?
Firstly, people have different expectations
for online content than they do for TV or
print. In more traditional forms of media,
there seems to be an aversion toward
advertorial-type executions due to audience
expectations regarding the content relative
to the medium. In terms of digital branded
content campaigns, our research found
that 61 percent of consumers agree: as lon
as the content the advertiser is producing
is good quality and provides what that the
want from their content consumption, the
do not care if the content is branded.
61% Agree thAt “As long As the
content is good, i don’t cAre
if it is sponsored by A brAnd”

25. There is no next time.
No Time out.
No Second Chances.
Sometimes it’s
Now or Never !

26. OUR CHALLENGE IN A NUTSHELL
If we want people to pay attention then we have to:
§ Add Value
§ Be Relevant
We need to move from reach and frequency models to ones that
are based on contextual and behavioral relevance
And that’s tough… It means changing how we think about
§ Connections / Data
§ Planning
§ Buying
§ Creative

27. Audience
Adressable
Advertainment

28. Audience
Adressable
Advertainment

29. DATA MATURITY

30. FROM REACH TO AUDIENCE
Lives in Texas
Male
Visits THD.com site
Married 2Kids
18-44
Frequent Traveler
AvidGolfer
FootballFan
Tech Enthusiast
Watches ModernFamily
What the market see What we should see

31. Same Socio-Demo (average)
But different needs à Personae !

32. FROM TARGET TO PERSONAS

33. AUDIENCE IS THE NEW REACH
LET’S QUIZZ ?
Born in 1948
Grew up in UK
Married 2nd Time
2 Childrens
Successful in
Business
Wealthy
Of WALES
Prince
Of DARKNESS
Prince

35. Audience
Adressable
Advertainment

36. 36

37. Addressable
à Stop Paying for Audience we don’t need
37

38. Adressable TV
38

39. "SHARE A COKE" VOD AD
4 MILLIONS PERSONALIZED

40. Audience
Adressable
Advertainment

43. A.I.Men – The
Young Pope:
The Papal
Artificial
Intelligence

44. Conclusion & Wrap Up

45. power
ed by
AUDIENCE – ADDRESSABILITY – ADVERTAINMENT
CHALLENGING & LEVERAGING
CATEGORY INSIGHTS
IDENTIFYING & SEGMENTING
AUDIENCES &
TARGETS
INSPIRING & CREATING
CONNECTION
STRATEGIES
AUDIENCE
reach, frequency, clutter
awareness, brand image
ADDRESSABILITY
mental availability, effective reach,
coverage
familiarity, consideration
ADVERTAINMENT
paid as part of the SOE strategy
CDJ mapping

46. ETHIC & SELF REGULATION
LEADING TO MEANINGFULNES

47. To move Marketing from 4P’s to S.A.V.EEE.
in a Hyper Personalized and Respectful
Relation
Product PlacePrice Promotion
Service x
Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage,
Entertain,
Educate =
Unique
Relationship

48. hugues.rey@havasmg.com
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
THANK YOU
FOR
YOUR ATTENTION !