À l’occasion de la nouvelle année, Millward Brown et sa filiale digitale DynamicLogic livrent leurs prédictions pour l’année 2012 à travers 12 tendances digitales :
1. L’essor de la «gamification» et des mécaniques ludiques au service de l’engagement entre marques et publics.
2. L’adoption massive des portefeuilles électroniques et du paiement sans contact intégrés aux terminaux mobiles.
3. La socialisation de la télévision, au travers d'un écosystème mêlant contenus, réseaux sociaux et supports (TV, smartphones, ordinateurs, tablettes).
4. L’invasion des vidéos online dans nos téléviseurs connectés et des modes de consommations adjacents : délinéarisés et à la demande.
5. La mutation «SoLoMo» du marketing : social, local et mobile.
6. L’explosion de la demande et des usages d’applications mobiles, inhérente au taux d’adoption soutenu des smartphones.
7. La progression continue du e-commerce, notamment dans la catégorie des biens de grande consommation.
8. L’avènement du social graph capable d’offrir aux marques des informations riches, croisées et inspirantes.
9. Plus de régulation vis-à-vis du respect de la vie privée des consommateurs, de plus en plus connectés.
10. Le triomphe du partage et de la mesure des échanges de contenus digitaux entre pairs.
11. La consolidation des plateformes d’échanges chinoises de micro-blogging, réseaux sociaux et portails d’information.
12. L’avènement de l’achat d’espace et du médiaplanning en temps réel.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
Consumers aren't just craving new experiences from brands, they're demanding them - with scale. Successful brands will be those that adapt and derive from customer insights, both positive and negative.
In the recently published Razorfish Outlook Report 2010, we analyzed how our clients evolved with the challenging economic environment, what media proved effective, what didn’t deliver, and how this information can be used to direct successful strategy moving forward.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Havas Media - 8 Trends from CES for 2015Tom Goodwin
I co-authored this deck with Shaun Farrar, Kevin Hung and Greg James following CES 2015. It outlines some of the key trends we saw and how marketers can act on them.
The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper.
Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions.
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential.
In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands.
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
Havas Media - 8 Trends from CES for 2015Tom Goodwin
I co-authored this deck with Shaun Farrar, Kevin Hung and Greg James following CES 2015. It outlines some of the key trends we saw and how marketers can act on them.
- Les Digital Natives, un enjeu pour les marques
- Le digital, facteur de changement de leur relation aux marques
- Les médias sociaux, une plateforme de communication adaptée à leurs usages et attentes
- Communautés de marque, communication relayée, publicité participative: trois usages particulièrement appropriés
Brands : 10 Tendances pour 2015 - Ramdam AgencyRamdam Agency
Special Edition : 10 Trends for 2015 / Edition Spéciale : 10 Tendances pour 2015
-------------
Monthly Creative Trends : A monthly selection of the best trends & innovative concepts around the world.
Une sélection mensuelle des meilleures tendances et concepts innovants à travers le monde.
For further informations please get in touch with / Pour plus d'informations veuillez contacter :
Selim Ben Hadj Yahia - (Planning Stratégique)
+216 52 577 378
selim@ramdam.in
http://ramdam.in/
A look at the top digital trends for 2013, including Personalization, Integration and Customization, along with the latest developments in Mobile, Social and Advertising.
Why Mobile Social Media Matters - Statistics, Trends, TechnologiesDavid Berkowitz
This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
FullSIGHTS is a wide view of the digital communications sector. A collection of what has to be taken into consideration and what we must lose.
Here you won't find prophecies, nor gurus or digital fortune-tellers...
Here you will only see what is happening today, wherever you look around.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
CES Rewind
Fallon Creative Technologist Jacob Abernathy presents 10 trends you and your brands need to know about the gadgets revealed at this year's Consumer Electronic Show – ground zero for the future of consumer electronics and technology!
Jacob will put perspective on everything you missed in an engaging multimedia demonstration that details trends ranging from the rise of tablet computing, and gaming everywhere, to the explosion of car technologies powering our everyday driving.
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
Wunderman Singapore's guide on handling digital communications for FMCG brands.
Don’t be intimidated into replacing logical thinking with buzzwords— Marketers too often come under pressure to make decisions based on the technology of the moment, rather than strategy.
In this paper, Wunderman takes a step back to think about rationale the old-fashioned way. After all, communication channels change, but marketing fundamentals do not.
From Facebook to Apple to Snapchat and more, we’ve collected a whole year of Mindshare POV articles together to give you a complete picture of how the industry evolved in 2015. Consider this your media cheat sheet (well, book).
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
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12 Prédictions digitales pour 2012 - Millward Brown - Janvier 2012
1. 12
FOR
2012
Top 12 digital predictions for 2012
Millward Brown’s Global Futures Group brings
you the hottest trends for the New Year
2. #01
Gamification Unlocked:
Big Brands become even
more playful
The idea of gamification is a simple one: to motivate Brands that create their own closed-badge systems are
and engage people by applying game design techniques likely to fail, as gamification is inherently social, either by
and mechanics to non-game situations. Points, level some element of competition or collaboration between
progression, badges, achievements, power-ups, virtual you and your social network friends and contacts. The true
currency, quests, puzzles, loss aversion – all of these game winner will be the first massive multi-player multi-brand
concepts are involved in this growing trend that spans multi-channel real-life game system, a “World of Purchase-
areas from education and work to keeping fit and green craft” where you and your friends will combine purchasing
actions to improved brand experience and loyalty schemes. habits to unlock branded benefits.
While the principle of gamification may be simple, effective Perhaps a program like Nectar, in the UK, will be the
execution is not, as people’s motivations and approaches pioneer? Soon enough I would unlock my Super Dad
vary so widely. The crudest forms of gamification such achievement for purchasing Pampers five weeks in a row
as Foursquare-style badges and points-based reward (earning me a 10% discount for life), get 50 bonus points
schemes have been subject to an intense backlash from each time my friends and I buy Special K in the same week
marketers and game designers alike. They tell us that this (worth 50 pence), and level to Master Environmentalist
is not gamification but mere “badgification”—a one-size- (giving me access to special green offers from selected
fits-all solution to a far more complex problem. partners) for reducing my car’s weekly mileage while
refuelling at BP.
Right now gamification in marketing is uneasily balanced
between hype and reality. 201 will see a lot of great
2 Jorge Alagon & Maarten Peschier
examples but also a broader understanding of its limits.
3. #02 Just Tap It!
Wide spread adoption
of the mobile wallet
Many of us take our cell phone everywhere; it never
leaves our side. It goes where we go – to the cinema,
a friend’s place, out to dinner, to the local gym. It’s become
a necessity that we carry with us, just like our wallets.
So what if we combined the two?
£ $
Over the years, the way we pay has changed from coins
to paper money to plastic cards. We’re now on the brink
of the next era—mobile payment systems. In 201 2,
we will see the rise of the “Mobile Wallet.”
There are currently several ways to pay on a mobile
phone, but one of the most exciting technology
developments is Near Field Communication (NFC).
Y
NFC enables the transfer of data between two devices
in very close proximity.
Imagine a simple trip to the grocery store. After rummaging
the aisles and filling your basket, you want to check out,
fast. Rather than fumbling with cash or trying to get the
machine to read your damaged magnetic-card-strip,
you simply pull out your phone, tap it on to the payment
reader and you’re ready to go.
What does this mean for brands and marketers? The rise
of mobile payment systems is one of many indications
the mobile phone will become “the hub and center” of
our busy lives. Not only is it a social enabler – bringing us
text, calls, email, and Facebook – it enables practicality.
Payment systems are just the beginning. In a couple of
years we’ll be using phones as identification – license,
passport, office pass - as keys to unlock our car and
apartment, as boarding passes and subway tickets
– all from a simple tap.
For this reason, brands and marketers need to pay
more attention to mobile and continue to leverage
the medium to connect with consumers in a
compelling and meaningful way.
Marie Ng
4. “Virtual Togetherness”
#03
TV and Social Media will fuel an
explosion in tools, technologies &
platforms for interaction and research
RECIPE
F OR SOCIA
L TV
One TV
One backs
tage blog
A pinch o
f Twitter
One hand
ful of hash
-tags
Two inter
active App
s
Social tools, technologies and platforms that enable people all the ingredients to put TV on social steroids. Not only
to interact with TV programs will explode in 201 We will
2. will social media allow users to interact with TV shows as
see innovations that allow people to engage with shows they never have before, but TV producers and networks
in ways we haven’t even thought of yet. will use this data for ideas and inspiration.
To some degree, TV has always been a sociable activity, Will our TV viewing and discovery habits increasingly
whether it’s family and friends gathering to watch a be influenced by what our friends are watching, leading
program or colleagues gathering around the water cooler to the rise of the “social program guide”? And with the
at work to discuss last night’s episode. However, with the emergence of services such as Bluefin Labs/GetGlue,
explosion of social media, TV will become an even bigger will traditional TV ratings start to be complemented by
echo-chamber for interaction and engagement for both “social ratings”? They could well be, since advertisers
viewers and TV networks. will no doubt be keen to understand how well a show
is travelling beyond the TV viewing audience itself.
Throw in a bit of Twitter, a backstage blog, a handful of
hash-tags and an interactive app or two, and you have David Barrowcliff
5. #04
Online Video
invades the living room
Barring global Armageddon, technological change will continue.
Gadgetry such as smart phones and tablets have brought about
a major shift in media consumption; as they take advantage
of the convergence of enhanced hardware and affordable
broadband, these devices give their users a new lane on the
Internet highway. Video is surely along for the ride.
In 201 the consumption of video will begin to take on
2,
evolved forms in new contexts. As the adoption of increasingly
consumer-centric, multi-faceted home entertainment
technology catches on, video that had previously been
consumed online, including YouTube videos, webisodes, and
even professionally curated content by established media
companies will begin to “reverse-migrate” to the living room.
The underlying concept is not exactly new: Slingbox, Roku,
Boxee, Apple TV, and Google TV are all attempting to bridge
the capabilities of the Internet and the sacred living room
experience. However, only a few of these have begun to
scratch the surface of a truly dynamic and immersive
multimedia experience. Major barriers to widespread
adoption remain, including lackluster consumer demand,
powerful incumbent interests, technology compatibilities,
and licensing/content agreements.
It will take a formidable company to shift the massive inertia
that exists, but the convergent forces that are reshaping
personal computing in recent years have already begun to
change the landscape for video too. Apple has succeeded in
changing consumer behavior before and it may just have the
vision, consumer insight, resources, and reputation needed
to complete the push into the living room. Amazon, with its
eye on the future and its massive clout, powering its new
media tablet, also has the potential to grab market share.
As companies like these continue to pursue innovation
toward creating the quintessential multimedia hub,
you can bet that content agreements, distribution
channels, and strategic partnerships are being
created behind the scenes to supply the hardware
and software that consumers will find appealing.
201 is just the beginning.
2
Christopher Bian
6. Mobile Marketing
#05
will become more social & local
than ever before
The future of mobile marketing will be intertwined marketing with companies like Placecast. Social buying
with social and location-based marketing (SoLoMo: companies like Groupon and Living Social will become
Social Local Mobile). The most successful marketing more app-focused and provide push content and alerts
messages will combine relevance and location with the on real-time local deals. Brands will create more of their
right timing. Today, 28 percent of U.S. mobile phone own apps that tap into both geo-location services and
owners (55 percent of smartphone owners) rely on their social networking. Brands will also continue to increase
phones for directions or recommendations that are based the relevance of their messaging in traditional mobile ads
on their current location. These numbers will grow rapidly. by using more location targeting and embedding social
It’s obvious that mobile, by nature, allows brands to content and shareability. Improvements in technology and
talk to the right people at the right times in the right richer mobile ads will help facilitate these approaches.
places, and brands will start to use the platform more We’ll start to see less purely mobile marketing in exchange
effectively in the next year. for more SoLoMo strategies.
We will see increased SoLoMo marketing prevail in existing Jennifer Okula
geo-social apps like Foursquare, Shopkick and Yelp.
Retailers will experiment more with geo-fenced mobile
BUY
NOW
7. Growth:
#06
The only App trend that
really matters
6’0”
5’0”
4’0”
3’0”
The usual suspects have already booked their slots at the ‘In-App’ ads will also be richer, with increasing
top of the app charts and they’re likely to be difficult to opportunities for video, and a blurring of the boundaries
depose. Developers and marketers should look beyond between mobile, online and TV. At the same time HTML5
Apple’s app store if they want to ride the next Angry Bird. will continue to drive down the cost of cross platform
Expect to see cross-media app promotion and clever use development as well as allowing apps to be downloaded
of the social echo chamber to create the next blockbuster. directly from publishers, freeing them from the restrictions
of iTunes.
Sales of the iPhone continue to break records whilst
Android activations accelerate. Every new device sold either Expect to see apps used more consistently across devices;
creates a new app or frees up a second hand smart phone not just mobiles and tablets but desktops and TVs too.
that could be re-cycled into an emerging market. So even The app story is by no means over - it is simply moving
though app usage will consolidate around those at the up to the next level.
top of the charts, there will be a tsunami of demand from
first-time smart phone users exploring their new device. Andy Lees
A rising tide lifts all ships, and in-app ad spend will continue
to explode with the key beneficiaries being the mobile ad
exchanges and enabling platforms.
8. #07
Social CPG e-commerce:
Tiptoeing between engagement
and marketing leads us back to
traditional marketing vehicles
Currently contributing to less than 5% of all consumer
packaged goods (CPG) sales, CPG eCommerce is poised
for continued growth as online grocery shopping becomes
more main stream.
Firstly we are likely to see an increase in paid media
which raises awareness and knowledge about the benefits
of CPG ecommerce, and more CPG ads on shopping
sites such as walmart.com. In addition, CPG brands
will cautiously experiment with using social media to
drum up ecommerce.
“Social commerce” needs to be approached with
caution because fans primarily want to enjoy a genuine
relationship and a sense of community with others like
them. Marketers therefore need to be careful not to tip
the balance of engagement toward marketing. There
is no “dislike” button but if there is too much focus on
selling instead of delivering an experience with the brand,
consumers can vote with their wallets or even worse
negatively influence others in a very fast and powerful way.
We have all seen how quickly bad experiences can morph
into a bad situation for a company, quickly eroding the
equity that has been carefully built up over time.
That said, CPG marketers can and should push the
technological boundaries to deliver the least obtrusive
but most e-commerce vehicles. Social media can be
used to kick start conversations, build awareness and trial;
sampling and couponing have tremendous popularity
within fan pages while sneak previews/special offers can
spur sales for new products online before they even reach
traditional shelves.
Christophe Moerman
9. The Social Graph
#08
will generate meaningful data
for brand measurement
Facebook now definitively owns our social graph. With Mining those platforms for explicit, implicit, and analytic
over 750 million users (and growing), our real-life social consumer data will become a core measurement
networks, personal and professional, have been mapped. approach for brands.
Nearly every social platform now takes advantage of
Facebook Connect, to bolster user experience and As adoption of social media becomes more widespread in
adoption and to create more value for the service and the general population, marketers will also simultaneously
its users. And users constantly generate a stream of data increase the role of social media in their broader media
that gives us a higher level of insight into their habits and mix. Social media will function as a more accurate
attitudes than we’ve ever had before. This is the age of Big barometer of consumer opinion. As consumers react to
Data, and brands will grow even more eager capitalize on it. the mix of messages in the marketplace, it will become
even more necessary for us, as researchers, to be able
With the Facebook identity so thoroughly enmeshed to identify key points of significance within social data
in the development of new applications and platforms, that can serve as surrogates for the larger survey data set.
it facilitates aggregation of that data, while Twitter’s From there, we will be able to extrapolate more broadly
functionality as an information-sharing platform means to measure the impact of that media on a brand.
it also captures a wide variety of additional data.
Anne Czernek
This unified social graph will give rise to new brand value
generation across many categories and many platforms.
10. #09
Regulators narrow their focus
as consumers pay the real price
for ‘free’ access
With mobile and digital out-of-home allowing for
ubiquitous media engagement and interactions, consumers
will be confronted with the prospect of paying to manage
the way data about their online activities is shared.
Their options might include paying for applications that
will manage their identity information, paying to access
content that would otherwise be free of charge, or they
might simply have to disconnect from networks where
information sharing is the cost of entry.
Most consumers will not accept these options. Therefore,
regulators will need to take a closer look at the actual
conflicts in the marketplace as they continue to define the
permissions paradigm for digital data sharing. While the
model of ad-supported content promotes ever-increasing
data flows worldwide, the detailed digital dossiers on
consumers generated in the process will be a concern.
Chief among monitored practices will be the ability to use
an individual’s digital footprints to assign a commercial
score that can be used to evaluate that individual’s eligibility
for certain products and services. Most developed markets
have rules that either prohibit or control such trading
practices generally; however, framing online data-sharing
practices under traditional terms will prove difficult to do.
This may strain consumers’ trust of brands that are seen
as having used data in a way that consumers would not
have expected or approved.
George Pappachen
11. #10
The arrival of
Seamless Sharing
Social networks have established themselves as an better understand how information travels. Views of
integral part of today’s online experience. Tomorrow’s certain content will eventually be measured alongside
successful social networks will be those that allow users its shareable power to determine its impact.
to overcome barriers that separate them from others;
online traffic will be content-driven, not platform-defined. While Google+ will not merge with Facebook anytime
soon, sharing seamlessly to either network (and from
We see the beginnings of this trend in the “sharing” one to the other) is starting and will establish itself sooner
buttons that are on many web pages. It is estimated that rather than later. Shareability will open up an interesting
50% of the world’s 10,000 largest websites now include opportunity for brands: those that create the most
such links, leaving the other half to realize that the real innovative and engaging pieces of content will ride the
power of the web is in sharing. While “shareability” is shareable wave and reap the benefits above competition.
a relatively new concept, ideas like virality - a natural
consequence of sharing - have been an established Juan Manuel Hernandez
measure of online success for some time.
Providing the necessary conditions for shareability will
become a basic prerequisite for any successful online
outlet; it is in everyone’s interest that sharing is made easy.
The ability to measure shareability will establish itself as
a useful way to determine levels of influence and to
12. China will see ‘One Stop Shop’
#11
convergence of micro-blogging,
social networks & information portals
The explosive growth in social media has had undoubted and video facilities and enough character spaces (1 to40)
world-wide repercussions, least not in the world’s most give substantive feedback. Layouts are basic, easy to follow
populous country, China. Though Facebook is officially and users can split interfaces into different categories,
delisted, social media thrives under the umbrella of local themes and threads.
alternatives like Ren Ren and Kaixin, both overwhelmingly
used by locals. With a keen desire to broadcast and The allure of Social Network Sites is now, from this angle,
share opinions, bloggers (over half of Internet users statistically on the wane. According to CNNIC, in 20 0 the
1
were purportedly active bloggers according to the China penetration rate of Social Network Sites amongst Chinese
Network Information Center (CNNIC) in 2009) migrated Internet-goers was 5 and in 201 this has fallen to 47%.
1% 1
towards the user-friendly environment of the Social From December 20 0 to the end of June 201 Weibo
1 1,
Network Sites in which to provide personal musings. usage has grown 200%. Weibo is fast usurping other Social
Network Sites as the place to broadcast. 20 2 will bring about
1
That tide, however, is turning fast- as is ever the case the effects of integration and how to manage consumer
in China- with the advent of micro-blogging (the most expectations on news, communication and information
popular being Sina.com’s Weibo). Weibo is fundamentally sharing. Portals (who want a piece of the action), micro-blogs
different from Twitter and offers multi-functions that and Social Network Sites will converge under one umbrella
essentially make it a simplified version of a Social Network to offer users an integrated one-stop shop.
Sites. In China, where recreational time is a premium, this is
critical. Weibo, for instance, offers visual, audio Chris Maier
13. #12
Online Advertising:
Real-time decision making
takes centre stage
There will be an increased demand for real-time campaign
insight, fuelling the emergence of intelligent automated
decision-making processes for campaign optimization.
If 201 was the year that real-time bidding emerged in Europe and
1
took hold of online advertising in North America, then 201 will be
2
the year when the impact is felt across the industry. Media buyers
will invest heavily in their demand-side platforms and become
accustomed to responding to real-time analytics. Industry players
such as market researchers and creative agencies will rise to the
challenge laid down by real-time purchasing of media, and create
solutions that can provide a) real-time ad evaluation and b) real-
time creative recalibration.
The nature of real time will permeate online advertising
throughout 201 and the successful players will be those who
2,
learn to merge real-time data from media plans with insight,
analytics, and creative evaluation into a holistic approach to
truly optimize their online advertising on the move.
There will be an increased demand for immediate actionable
insight as the time between campaign measurement and
response is reduced. Intelligent demand-side engines that can
collate real-time media plans, brand insight, direct response
analytics, and creative recalibration will emerge and drive decision-
making on the who, what, when, and where of online advertising.
Martin Ash