BMMA Hugues REY 29 3 2011

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hugues rey bmma 29 03 2011 about media agencies POE french DATA

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BMMA Hugues REY 29 3 2011

  1. 1. Lunch BMMA – 29th March 2011 Media AgenciesChronique d’une mort annoncée ? How to address an unpredictable future ! HAVAS MEDIA
  2. 2. A table, on évitedaborder lesconversations ausujet • de largent • du sexe • de la politique • de religion HAVAS MEDIA 2
  3. 3. But … You couldshare …• de largent / Values• du sexe / Pleasure• de la politique / Vision• de religion / Convictions HAVAS MEDIA 3
  4. 4. Outdated Jobs – Why ?Human NeedsTechnologyBusiness ModelLost of Perceived Added Value HAVAS MEDIA 4
  5. 5. 2020 – 2 « Predictions » about Media FutureUDECAM – 2010 / 5:31 Japan Tsunami-Heartquake / Arabic Springtime www.udecam.fr / Hugues@live.be HAVAS MEDIA 5
  6. 6. 2020 – 2 « Predictions » about Media FutureLes Invasions Barbares L’Empire Contre-Attaque• Content is Dead • Content is the Real Value• End of Hollywood vs • Media Companies promote Google TV & empower their content• Commodity News through Social &• Conversation are values Interactivity• Digital Aggregators are • Both form of media winers consumption co-exist • « Press » is restructured (even if the main content is HAVAS MEDIA 6 digital)
  7. 7. Challenges HAVAS MEDIA
  8. 8. More!More!More! HAVAS MEDIA
  9. 9. More ! More ! More ! Media (Complex) (Diversified) Outputs & & Digitalisation Studies Sales Model KPI’sSupports HAVAS MEDIA
  10. 10. A Wider Range of Media HAVAS MEDIA
  11. 11. Digital Integrated in Real Life66 41HAVAS MEDIA 19 3 1
  12. 12. New Business Model & Partners Not only in « Online » MEDIA Buyers Sellers DATA Buying • Trade Currencies / Performances • Bidding • Real TimeBuyers SellersClassical Mediaplanning Behavioural Targeting + Real Time Optimization Negociation Real Time Bidding« emplacemene » Buying Impressions / Time Buying HAVAS MEDIA
  13. 13. Complexification (US) New Business Model & Partners HAVAS MEDIA 133/29/2011 :: 13
  14. 14. Multiplication of Studies Sources CIM MDB CIM Audimetrie Adex RIA Sobemap (TV sud) Metriweb Metriprofil Cadres &OFADI CIM Aspemar (TV nord) Dirigeants CIM Affichage CIM Radio NNS Radioscan1951 1959 1971 1972 1985 1988 1992 1993 1996 1997 1998 1999 2000 2001 2002 2006 2010 2011 MediaMark Cyberscan CIM CESBP Presse, BMM Cinema & Time Shift Crossmedia PMPA Viewing Première Net Observer TGI Petite commission Netsurf BIM Audimétrie CIM Presse HAVAS MEDIA Initiated by CIM
  15. 15. 2013 ? Research ConvergesHAVAS MEDIA 15
  16. 16. Media Agencies Battlefield &Rules of Engagement HAVAS MEDIA
  17. 17. Media AgenciesCompetitive advantage (Porter) HAVAS MEDIA
  18. 18. Media AgenciesCompetitive advantage (Porter)+/-90 % Media agencies HAVAS MEDIA
  19. 19. Media AgenciesCompetitive advantage (Porter) Procurement POC Objectives HAVAS MEDIA
  20. 20. Multiplicaton the contact points …. And their objectivesLong term vs Short Term Branding Engagement Sales HAVAS MEDIA
  21. 21. Procurement vs Casino http://domdelport.posterous.com/casino« La schizophréniepropre au système àdouble commande :marketing dun côté,procurement et directiondachats de lautre.Parfois ces deux entités sont en phase tant sur leprincipe que sur la finalité de lancer unecompétition, Media Agencies Added Values ?parfois ils sopposent 1. Foster Partnershipsfrontalement, 2. Market Maker Attitudeouvertement laissant les agences dans la 3. Consider the valuedésagréable condition dune boule de on Short/long Termflipper, qui rebondirait au gré de laprocédure, de réunion en réunion, de HAVAS MEDIA & Multiplebumper en bumper, de tableur excel en interconnected
  22. 22. Media AgenciesCompetitive advantage (Porter) Consultancy + Multiple Brokers HAVAS MEDIA
  23. 23. HAVAS MEDIA 23
  24. 24. Media Agencies Competitive advantage (Porter) MediaRepresentative HAVAS MEDIA
  25. 25. Decode / Quantify & Qualify Promote HAVAS MEDIA 25
  26. 26. HAVAS MEDIA
  27. 27. 4 Ways to Create Intangible Value Havard Business Review - Norm Smallwood Build Value Through People & Articulate a Organization Compelling Invest in Core Strategy : Envision Competencies: the FutureKeep Promises Money where yourDeliver Constant & strategy isPredictable Results HAVAS MEDIA
  28. 28. 4 Ways to Create Intangible Value Havard Business Review - Norm Smallwood Build Value Through People & Articulate a Organization Compelling Invest in Core Strategy : Envision Competencies: the FutureKeep Promises Money where yourDeliver Constant & strategy isPredictable Results HAVAS MEDIA
  29. 29. Foster Credibility with PartnersMutual Comprehension• Invest Time (25% of our time is spend with media(reps))Develop « ad hoc » projects• Products & ResearchDevelop the value of cross-channels HAVAS MEDIA
  30. 30. Integrate On/Off Data `Multiple KPI’s TV Web CRM Adserver Analytics Data clients Data ad Data site « Data fusion » « Data fusion »Mesure unifiée - Déduplication des donnéesIntégration de données, tant on que off lineAnalyse avancée pour optimiser les campagnes HAVAS MEDIA
  31. 31. 4 Ways to Create Intangible Value Havard Business Review - Norm Smallwood Build Value Through People & Articulate a Organization Compelling Invest in Core Strategy : Envision Competencies: the FutureKeep Promises Money where yourDeliver Constant & strategy isPredictable Results HAVAS MEDIA
  32. 32. Media (Communication) Agencies HAVAS MEDIA
  33. 33. Media (Communication) AgenciesMobile Social Marketing Mass MediaIPTV Display 360° Bidding Platforms HAVAS MEDIA
  34. 34. Core Business ?QUANTI & QUALIFY PLAN INTEGRATE GLOBAL CLIENT BUY COM CHANNELSMANAGEMENT NEEDS HAVAS MEDIA
  35. 35. 4 Ways to Create Intangible Value Build Value Through People & Articulate a Organization Compelling Invest in Core Strategy : Envision Competencies: the FutureKeep Promises Money where yourDeliver Constant & strategy isPredictable Results HAVAS MEDIA 35
  36. 36. We can no longer Silo « Media » ! P O EPUBLICITÉ DANS MÉDIA SITES WEB , OPINION DES PROCHES,(TV, INTERNET, RADIO, POINTS DE VENTE. BOUCHE À OREILLE,AFFICHAGE, PRESSE) OPINION INTERNAUTESMAILINGS, E-MAILINGS. (BLOGS, FORUMS), RÉSEAUX SOCIAUX. HAVAS MEDIA
  37. 37. Obvious ! Yes, but …HAVAS MEDIA
  38. 38. Obvious ?When Everything Is Media …,What’s the real Value of Media? HAVAS MEDIA
  39. 39. HAVAS MEDIA France – POE Study « Vous êtes en contact avec cette marque à travers essentiellement : P O EPUBLICITÉ DANS MÉDIA SITES WEB , OPINION DES PROCHES,(TV, INTERNET, RADIO, POINTS DE VENTE. BOUCHE À OREILLE,AFFICHAGE, PRESSE) OPINION INTERNAUTESMAILINGS, E-MAILINGS. (BLOGS, FORUMS), RÉSEAUX SOCIAUX. HAVAS MEDIA
  40. 40. MÉDIAS PAYANTS GAGNANTS Havas Media POE Study 2010, EN FRANCE,LES MÉDIAS PAYANTS (PAID) RESTENT LES PLUS EFFICACES AVEC 60 % DE L’IMPACT TOTAL, DEVANT LES MÉDIASPRIVÉS (OWNED) 30 % LES MÉDIAS PUBLICS P O E(EARNED) SCORENT À 10 %. 30% 10% 60% HAVAS MEDIA
  41. 41. O Owned 33 %DE L’IMPACT DES MÉDIAS PRIVÉS (OWNED) VIENNENT DES SITES DE MARQUES, 67 % DES POINTS DE VENTE PHYSIQUES.41 HAVAS MEDIA
  42. 42. E Earned 19 % DE L’IMPACT DES MÉDIAS PUBLICS (EARNED) VIENNENT DE l’ OPINION INTERNAUTES, WEB SOCIAL, 81 % PROVENANT DE L’OPINION DES PROCHES, DU BOUCHE À OREILLE, L’INTERLOCUTEUR, PROCHE OU PAS, DEMEURANT PLUS IMPORTANT QUE LE CANAL. HAVAS MEDIA42
  43. 43. P O E EN % PAID OWNED EARNEDAlimentation 90 3 7Boisson 88 3 9Automobile 74 8 18Distribution 54 41 5NTIC 64 21 15E Commerce 29 62 9Banque 62 28 10Assurance 87 9 4Hygiène Beauté 80 9 10Luxe 75 12 13Sport 75 15 10Médias 27 64 9Digital 17 67 16 HAVAS MEDIA
  44. 44. 60% 30% 10% Marque 2011 Paid Media Owned Media Earned MediaBrand Attention Brand Engagement Brand Affinity Impact Platform Conversations Marque dit Marque fait dit de la Marque COHERENCE? Marque 20XX ? ? ? HAVAS MEDIA
  45. 45. 4 Ways to Create Intangible Value Build Value Through People & Articulate a Organization Compelling Invest in Core Strategy : Envision Competencies: the FutureKeep Promises Money where yourDeliver Constant & strategy isPredictable Results HAVAS MEDIA
  46. 46. ‘We are what we sell’ Digitaly Infused agency !Messenger 94% • Please follow us on twitter : HavasMediaBruFacebook • Our Lord Mayor on Foursquare: 92%LinkedIn 86%Twitter 78% Série 1Smartphone 44%Foursquare 25%Tablet 22%Blog11%
  47. 47. As a Conclusion …Strategy HAVAS MEDIA 47
  48. 48. Insist,Improve,Invent !HAVAS MEDIA
  49. 49. Continously Improve Buying Power Consider and quantify every buying model Foster Partnership Link to Multiple KPI’s & Stakeholders objectivess HAVAS MEDIA
  50. 50. Insights & Data Management Translate Research all the way to Insights From Data Grabbing to Actionable Tools HAVAS MEDIA
  51. 51. Account Management (POE) Know-How Buyers become Experts Complexity & Advice Integration Integrate a POE advice (Comparison & Currency) HAVAS MEDIA
  52. 52. Thank You ! … More ?http://www.facebook.com/pages/Havas-Media-Belgium/ www.rey.be Hugues.rey@be.havasmedia.com HAVAS MEDIA

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