Tag Management : A Key Component of an International Digital Strategy
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Romain Stievenard from France Médias Monde discusses how tag management is a key part of their international digital strategy. He outlines their goals of being responsive, innovative, and creating a flexible commercial offer while maintaining stability and performance across their 50 websites and 10 apps. He describes using a tag manager to optimize performance in 3 steps: 1) create a flexible commercial offer, 2) share development resources across platforms, and 3) implement geographic restrictions to better target audiences without degrading the user experience.
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Tag Management : A Key Component of an International Digital Strategy
- 1. #agility2016 Tag Management: A Key Component of an International Digital Strategy Romain Stievenard, Digital Innovation Manager, France Médias Monde
- 2. #agility2016 Before we begin… Romain Stievenard • Business / International Marketing Masters Degree at ESCE, Paris • Self-learnt web coding • Joined FRANCE 24 in 2010 • Digital Innovation Manager at France Médias Monde since 2013 2
- 3. #agility2016 Coming up • France Médias Monde key facts and figures • Our digital strategy • Optimizing performance of websites in 3 steps • Be responsive, innovative and create a flexible commercial offer • Share development resources and bandwidth • Better understand and reach your audience using geotargeting
- 4. #agility2016 France Médias Monde key facts and figures
- 5. #agility2016 A few facts about us Founded in 2013
- 6. #agility2016 In a few figures… 6 4 brands 15 languages 180 countries
- 7. #agility2016 In a few figures… 7 100 million listeners/viewers per week 30 million visits on digital platforms per month 47 million Twitter & Facebook subcribers
- 8. #agility2016 In a few figures… 8 50 websites 10 apps 300social pages
- 10. #agility2016 The 3 main pillars of our digital strategy… 10 Content adaptation and deliverability Promotion and broadcasting Audience Ratings Own Resources Instant Articles Accelerated Mobile Pages
- 11. #agility2016 …and the constraints they imply 11 Stability & security Performance Flexibility
- 12. #agility2016 …and the constraints they imply 12 Stability & security Performance Flexibility The perfect TMS
- 13. #agility2016 Optimizing performance of websites in 3 steps
- 14. #agility2016 How to address advertisers’ needs and stay innovative while keeping stability and performance?
- 15. #agility2016 1. Be responsive, innovative and create a flexible commercial offer • Constraints: • Website development sprints last 3 weeks • Fast and à-la-carte integrations needed from our advertising partners and and editorial teams • Not much bandwidth available from website developers to fulfill expectations • Many time-consuming back-and-forth with the different parties • Essentially mobile and low bandwidth end-user consumption
- 16. #agility2016 1. Be responsive, innovative and create a flexible commercial offer • Solution: • Use a Tag Manager to integrate on websites possibly fast- pace changing functionalities • Be able to add functionalities on-demand • Create bugfixes directly in production environment • Create temporary operations and à-la-carte integrations • POC: Proofs of concept • Use conditions to only load the essential for the end-user
- 17. #agility2016 Having many complex websites to deal with, how to manage repetitive needs in bulk?
- 18. #agility2016 2. Share development resources and bandwidth
- 19. #agility2016 2. Share development resources and bandwidth • Solution: • Instead of cloning tags, deploy them in shared codebases using Spaces • Unified data and analytics collection • Harmonized advertising integrations • Synchronized updates and bugfixes • Create a common Datalayer using variables to differentiate each platform and website • Normalize zones you inject in to minimize website template changes • Use code versioning and code commenting
- 20. #agility2016 How to implement geographic restrictions without having to invest in a costly infrastructure nor degrading user experience?
- 21. #agility2016 3. Better understand and reach your audience using geotargeting • Constraints: • Exclusivity contract on a specific area with an ad serving agency • Direct ad distribution in other countries • Different ad serving technologies (Smart Adserver vs Google DFP) • Some template areas always display Google DFP served ads regardless of the location
- 22. #agility2016 3. Better understand and reach your audience using geotargeting TMS Adserver Ad Request Creative 1 Creative 2 Creative 3 Creative 4
- 23. #agility2016 3. Better understand and reach your audience using geotargeting TMS Adserver 1 Ad Request 1 + Geotargeting Adserver 2 Adserver 2 Adserver 2 Adserver 2 Ad Request 2 Ad Request 3 Ad Request 4 Ad Request 5 Creative 1 Creative 2 Creative 3 Creative 4
- 24. #agility2016 3. Better understand and reach your audience using geotargeting
- 25. #agility2016 3. Better understand and reach your audience using geotargeting TMS Adserver Ad Request Creative 1 Creative 2 Creative 3 Creative 4 Geotargeting
- 26. #agility2016 3. Better understand and reach your audience using geotargeting • Solution: • Use geotargeting to call the proper adserver according to the user location • Filtering is done by Ensighten server-side not client-side, so your targeting strategy is not available to everyone in the public code • User-experience stays fast and qualitative because only the useful scripts are loaded by the end-user browser • Setup your different adserver scripts to load in the same template areas in order to minimize code overloading
- 27. #agility2016 In short In order to create a flexible and attractive commercial offer on a global scale, without sacrifying performance and stability: • Test, experience your site as the end-user • Differentiate platforms but mutualize your developments • Display more relevant contents and ads using location
- 28. Thank you ROMAIN STIEVENARD Digital Innovation Manager, France Médias Monde @romainst
Editor's Notes
- I’m Romain Stievenard, I come from Paris France Both a marketer and a web coder I joined France 24, the French equivalent of BBC World News 6 years ago And I work now for the parent company France Médias Monde which I’ll present to you in a few seconds But First
- Here’s a quick overview of what we’ll be dealing with today Later on I’ll explain how is structured our digital strategy and how it influenced our choice for a Tag Management System And then we’ll go through 3 simple steps any digital publisher should implement to enhance its global presence But let me start
- By showing you a few facts and figures about our properties and global presence
- Our history actually started way before the internet era MCD arabic speaking general interest radio incorporated in 1972 RFI international news radio station founded in 1975 France 24 founded in 2006 The French government decided from 2013 to reunite the experience and knowledge of these 3 brands in a shiny new holding company Its name: France Médias Monde and its mission: to represent France and the French point of view abroad
- Now, let’s see how these figures lead our digital publishing strategy
- Our strategy and by extension, our digital department revolves around 3 main pillars Content : Websites / apps development – server/CDN management – syndication partnerships – new formats Promotion : Social media such as FB, TW, Insta, Snap – Video with our partnership with YouTube – Newsletters – Push notifications – SEM Audience: Analytics SEO / display and video Ads
- All of these come with a catch, or 3 actually Security: we represent a country and as such we are targets to many hackers so we need to implement the strongest protections to ensure the services we offer keep running whatever happens, we also need to be scalable (brands/languages) and deliver globally and cost-effective as most of our funds come from government taxes Performance: we deliver the news, so we need to be able to push the right information at the right place in the right time. Another aspect to keep in mind is that today most of the media consumption is mobile and as our main viewers are in low income countries we also have to keep data consumption low to succeed. As for the flexibility: the best way to differentiate your ad placements from other websites and go premium is to adapt to the advertisers’ demand and offer fast-delivered and flexible services Everytime we have to do a request for proposals, we keep all of these aspects in mind…
- And guess what… That’s exactly what we looked for in our new TMS at the begining of this year… No wonder who won (wink)
- So now that we are acustomed with our company and strategy, let’s answer together to a few questions and see what could be done to enhance the overall performance of your websites
- The first question you should ask yourself is how you can keep advertisers’ interest in your brand without pushing users out by loosing on stability and performance…
- Here is our company’s experience, but these are some constraints you could face in your own company: In order to stay stable, our production releases are only made every 3 weeks Both advertisers and editorial teams request special developments to be due quickly Our developers work on many projects at the same time, so they do not have much bandwidth available Implementing partner scripts can be very time-consuming And in the end our contents get viewed on mobile devices using slow Internet access…
- So, the key for us to become more responsive, innovative and offer flexible advertisers services was to implement a Tag Manager. Instead of making the website developers loose time on always changing functionalities, we integrated them into our TMS. This way, we are now able to respond to add, remove and edit scripts directly in production. This helps us fixing bugs on the go and demonstrate future integrations in production or pre-production environments before they get published. We also use conditions to avoid loading unnecessary scripts for the end-user.
- For most of product owners and developers, developers might be robotic but I can assure you they are still human. So if you multiply the platforms they have to work on, how can you avoid them loosing productivity and effectiveness?
- I told you earlier about our main brands, but our protfolio is actually quite more complicated than that… We have major sub brands like Mashable FR with France 24 and the Observers, a participative news community that started in 3 languages with France 24 and grew with 1 RFI language. But RFI also has smaller brands dedicated to Africa, Education or Music. Our major concern not to loose on coding productivity was to be able to use the same tags on multiple environments while adapting to their specificities. Our Analytics run the same on all of our websites. Some of our advertising scripts only run on France 24 websites. Others are only running on RFI properties. Notice that The Observers are on RFI and France 24. Or some only work on our websites built on a Symfony codebase.
- One of the features that immediately got our attention when we learned about Ensighten was Spaces. You create shared codebases that get merged into different files in order to match each of your websites. By using them, we unified our data and analytics collection across websites. We drasticly simplified the way display ads requests are handled onto our enviroments. And we are now able to address tag updates and urgent bugfixes in a synchronized manner. To achieve this we created a common datalayer and differentiated each platform using variables, we created a simplified zoning system in our website templates to control the places ads are injected in regardless of their adserving technology. And finally we use code versioning and commenting to enable group work.
- Another question we asked ourselves to optimize our performance was How can we distribute tags only in certain regions to maximize ad revenue while not making major investments in geotargeting technologies nor degrading user experience by loading too many scripts?