This document discusses the changing digital landscape and the need for agencies to adapt. It notes that while Belgians have high internet penetration, only 11% of advertising spending is digital. It then outlines several emerging digital trends like voice search, video advertising, and digital assistants. The document analyzes the Belgian agency market and calls for a new approach focused on projects, data, and digital transformation to help clients adapt to changes. It proposes a new strategic partner model with transparency, efficiency, innovation, and a complete range of technical and performance-oriented services.

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The New Agencies Ecosystem
- Laurence Baeten -
2017

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THE NEW AGENCIES'
ECOSYSTEM
PRESENTED BY: LAURENCE BAETEN
#whatsnext

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But unfortunately … It is OUR WEAKNESS
Transformative shift in technology
Across industries & society in general
It changes everything fundamentally
The way we live, work, communicate, shop,...
Digitization
The pace is Rapid

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Belgium; ad market overview
Only 11% Digital Share of Media, Belgian companies
underinvest in digital
Belgium is Northern Europe’s second largest ad market
with an annual ad spend of $4.6B
!! BUT only 11% is invested in digital
56%
50%
58%
31%
30%
11%
Belgian Ad market
14%
42%
30%
9%
5%
Source: Nielsen

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INTERNET
PENETRATION
—
85
%
AGE PENETRATION
—
Source: Global Web Index Q4 2016 – Belgium Market Report
Note: DESI index, EU ; ecommerce Europe ; COMEOS e-commerce in Belgium
The users are NOT the problem
Belgians know their digital environment
eCOMMERCE
MARKET
—
€9.1B

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Chatbots & Virtual
Assistants
Siri, IBM Watson, Bot Engine for
Messenger, Cortana, and the
recently announced Allo and
Google Assistant
Impacting trends of 2016
Ad Blocking
Technologies
Usage grew by 30% in 2016
11% of the world population has
adopted an ad blocking
technology
Auto-play Silent
Video’s
Introduced end 2016.
Killed in February 2017...
Cross Device
Measurement
In order to deliver a seamless
brand experience, with relevant,
timely messages to audiences
across all screens
Enhanced
Targeting/Address
ability
Ability within and outside of
platforms to target lookalikes
and connect cookies to identify
users is driving significant
opportunities
Video Advertising
To achieve direct response
goals—not just on Facebook,
but across social channels and
in search
Voice Search
The increased use of tools as
Google, Cortana, Siri, and Alexa

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1 in 5 searches are
Voice Searches
20
%
But also an evolution on image recognition, that helps you answer various questions
Voice Search
The revolution linked to mobile phones
Source: Google The Mobile Voice Study

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Digital Assistants will accelerate this evolution
Conversations to help you get things done
Conversational
Get things done
In your world

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Source: eMarketer 2015 - via US Census
67 yrs 72 yrs
Users
Time
0
1Bn
32 yrs20 yrs5 yrs3 yrs?
50% of all queries will either be voice or image based
Expectations for 2020

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BY 2019, 90% OF THE
WORLD’S INTERNET
TRAFFIC WILL BE VIDEO
Youtube +40%
Digital Video +17%
TV -4%
YoY growth of time spent
55%
of Belgians
use a
streaming
service

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2011
150 companies
2012
350 companies
2014
1000 companies
2015
2000 companies

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2016 - 3500 companies

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Agencies have responded to the
hype around digital transformation
but the problem is that they lack
depth of experience – clients often
have sub-optimal experience, and
get fed up being told they need to
change but not how.”— Anonymous lovely advertiser

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TMA
Traditional Media
Agencies
SEM’s
Specialised Agencies
Big 5
Consultancy Agencies
Independants
Other Agencies
Big part of offline media buying
Digital Natives, performance
focused
Consulting agencies that are
moving towards digital
Undirectly linked to media-buying
The Belgian Agency Market
What type of agencies can we find?

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TMA
Traditional Media
Agencies
SEM’s
Specialised Agencies
Big 5
Consultancy Agencies
Independants
Other Agencies
AGAINST
PRO
AGNOSTIC
IGNORANT
The Belgian Agency Market
What’s their relation to DATA?

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01
02 03
Projects/Campaign
Shorter commitments that focus on more specific
objectives and outcomes. Project teams curated
to optimise outcomes. Projects leading onto
further projects as outcomes are successfully
delivered.
Programmes
Lengthier undertakings that focus larger
more impactful outcomes. Augmentation,
rather than transformation of client
capability.
The Three Engagement Models
Longer-term, comprehensive, deeper
engagements focused on reinvention
and transforming client capability.
Proficiency

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Timing 1 week 1 week X weeks 1 week
Phase Analysis of environment & needs Design of future Testing Evaluation
Detail Briefing Audit Recommendation Set-up
Roll-out
phase
Monitoring Reporting
Goals
Get the full
scope
Analysis of the
complete
environment
Strategical
approach &
timeline
Launch of the
project
Follow-up of
set-up &
performance
s
Control
objectives,
adjust where
needed
Overall
report of
the
success of
the
project
Deliverables Define what needs to be delivered
Profiles needed What profile is needed, when, for how long?
Digital Transformation Project
Timely based approach to help you reach your goals

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A Strategical Partner
Transparency
Efficiency
Innovation
Conclusion
The perfect equation
Technical
Knowledge
Media &
Performance
Oriented
Complete range of
services

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Thank You !
For letting me shine ;)
Do you have any questions?
Laurence Baeten
Operations Director
laurence.baeten@blue2purple.com
#whatsnext