V.2
Owned: Everything is Media !
$420 M              Among top 100P                $200 on TV            $33 million outdoor    $5,000 in gross sales-per-s...
st        THE          MEASUREMENT of                            GLOBAL MEDIA PERFORMANCE           Public PERCEPTION of E...
POE                     « You are exposed to this brand through the following » :                     P                   ...
HAVAS MEDIA Methodology 20123 111INTERVIEWS                   15+              Online field             conducted by      ...
PAID MEDIA               STILL WIN THE RACEIn 2012, PAID MEDIA remainthe most powerful with 59%of the total,              ...
POWERFUL OWNED CHANNELS              of the MEDIA BRANDS    P             O                      E59%       19%      22%  ...
P   PAID MEDIA                                     2012                                        18% DM82% of PAID MEDIA’S i...
O   OWNED MEDIA                                           201245% of OWNED MEDIA’S impact comes fromthe INTERNET SITES of ...
E   EARNED MEDIA                                             201249% OF EARNED MEDIA’S IMPACT comes fromOPINIONS51% FROM A...
MEDIA PERFORMANCE6               7                      8        9   10    Ranking based on perceived exposure score
MARQUES        EXPOSITION                      PAID         OWNED   EARNEDGoogle                                          ...
POE SECTORS                      PAID   OWNED   EARNEDSnacks                74%     5%      21%Food                  73%  ...
PAID SECTEURS :                                                    P           (vs top 5 MDB 2011: Culture/Tourism/Leisure...
P   PAID MARQUES : MARQUES           EXPOSUREBelgacomCôte d’OrDanoneProximusKnorrNutellaDevos LemmensBecelGoogleBNPParibas...
OWNED SECTORS :                        OMedia     Technology   Public Brands
O   OWNED BRANDS : MARQUES     EXPOSUREVRTVTMRTLRTBFBelgacomGoogleVT4ProximusNieuwsbladMicrosoft                        (B...
O   OWNED BRANDS :   Excl. Media Brands MARQUES             EXPOSUREBelgacomGoogleProximusMicrosoftFacebookLa Post/BPostLo...
EARNED SECTORS :                EMedia       Technology   Auto
E   EARNED BRANDS : MARQUES    EXPOSUREGoogleBelgacomVRTVTMFacebookRTBFRTLMicrosoftProximusVT4                       (Base...
E   EARNED BRANDS :   Excl. Media Brands  MARQUES         EXPOSUREGoogleBelgacomFacebookMicrosoftProximusCôte d’OrLa Poste...
P   O   E
Sectors: Exposure through DM                                    P          O                 E  MARQUES         EXPOSURE  ...
Top 10 exposed Brands through DM                                       P          O                 E   MARQUES           ...
DM – Exposure & Age                                                                   P         Average            Auto   ...
TOP 10 Brands of DM exposure                        Perception DM vs Investments                                          ...
TOP 10 Brands of DM investment                Perception DM vs Investments                                                ...
AUTOMOTIVE                             DM vs Investments                                    Peugeot        Volkswagen     ...
Le bon élève POE
OLe 1er media : les points de vente
OCréation de Owned innovant
O…qui s’attache à rendre la vie plus facile...
OEt tout l’attirail digital
PUn Paid qui crée lui aussi l’évènement
P…de manière quasi systématique…
EDes fans qui ne se contentent pas d’une            page Facebook
E              Mais IKEA c’est aussi ça...Une cinquantaine deFanPage concernant les petits crayons
E                     ...et ça... Une trentaine deFanPage concernant  les boulettes de       viande
E                     ...ou encore ça Une trentaine deFanPage concernant    les hot-dog
P          O             E   IKEA : leader Earned de la distribution  MARQUES            EXPOSITION   PAID   OWNED   EARNE...
Brand 2012            19%                      59%                             22%  Owned Media               Paid Media  ...
Alive & IntegratedP.O.E. Day    Objective: Build a POE strategy 2012-2015    Allowing to:        Deploy the brief in 3D...
MORE POE       P                  O                  E           Havas Media Fanpage           Facebook.com/havasmediabelg...
Marketing Day 2012: Media performance global: en avant première, les résultats 2012 de la première étude poe belge - Hugue...
Marketing Day 2012: Media performance global: en avant première, les résultats 2012 de la première étude poe belge - Hugue...
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Marketing Day 2012: Media performance global: en avant première, les résultats 2012 de la première étude poe belge - Hugues Rey

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En 2011, Havas Media mettait sur pied la première étude couvrant la performance globale des anaux Paid/Owned/Earned. 3000 consommateurs avaient dévoilé leurs perceptions de plus de 100 marques. La seconde vague de cette étude - élargie aux marques médias - a eu lieu en février 2012. Un accent tout particulier sera mis sur le marketing direct.

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Marketing Day 2012: Media performance global: en avant première, les résultats 2012 de la première étude poe belge - Hugues Rey

  1. 1. V.2
  2. 2. Owned: Everything is Media !
  3. 3. $420 M Among top 100P $200 on TV $33 million outdoor $5,000 in gross sales-per-square-footO best all other U.S. chains iTunes 200 M accountsE 1,6 M fans only
  4. 4. st THE MEASUREMENT of GLOBAL MEDIA PERFORMANCE Public PERCEPTION of EXPOSURE TO BRANDS P O E PAID MEDIA OWNED MEDIA EARNED MEDIA LAUNCH OF THE EVOLUTION 2012 RESEARCH IN 2011 • 114 brands / 10 sectors• Field in 2 waves • Analysis of different sectors• 100 brands / 10 sectors
  5. 5. POE « You are exposed to this brand through the following » : P O E Advertising in media (TV, Web Site, facebook page of the Opinions of friends and family,Internet, Radio, outdoor, print) brand word of mouth (e-)mailings Point of sale Opinions of surfers Promotional gifts, trade fairs Catalogue or magazine (blogs, forums, community networks, etc ...) Sponsored events of the brand Press coverage
  6. 6. HAVAS MEDIA Methodology 20123 111INTERVIEWS 15+ Online field conducted by ANT Research in February
  7. 7. PAID MEDIA STILL WIN THE RACEIn 2012, PAID MEDIA remainthe most powerful with 59%of the total, Pbefore EARNED MEDIAwith 22% O EOWNED MEDIA scoreat 19% 2012 59% 19% 22% 2011 58% 17% 25% 2011 average of 100 brands 2012 average of 114 brands
  8. 8. POWERFUL OWNED CHANNELS of the MEDIA BRANDS P O E59% 19% 22% P2012 without media brands O E 2012 53% 24% 23% 2011 58% 17% 25% 2011 average of 100 brands 2012 average of 114 brands
  9. 9. P PAID MEDIA 2012 18% DM82% of PAID MEDIA’S impact comesfrom ADVERTISINGWhile 18% comes from DIRECTMARKETING 82% (advertising)
  10. 10. O OWNED MEDIA 201245% of OWNED MEDIA’S impact comes fromthe INTERNET SITES of the various brands 45% (site)While 55% comes from the POINT OF SALES 55% (POS)
  11. 11. E EARNED MEDIA 201249% OF EARNED MEDIA’S IMPACT comes fromOPINIONS51% FROM ARTICLES ET PRESS COVERAGE in thevarious media 49% (WOM) 51% (PR)
  12. 12. MEDIA PERFORMANCE6 7 8 9 10 Ranking based on perceived exposure score
  13. 13. MARQUES EXPOSITION PAID OWNED EARNEDGoogle 39% 33% 28%Microsoft 42% 32% 26%Facebook 41% 28% 31%Nokia 49% 29% 22%Danone 75% 5% 21%Côte d’Or 72% 7% 22%Nivea 71% 7% 22%Colgate 74% 5% 20%Belgacom 52% 27% 21%La Poste/BPost 49% 30% 21% Ranking based on perceived exposure score
  14. 14. POE SECTORS PAID OWNED EARNEDSnacks 74% 5% 21%Food 73% 5% 22%Hygiene & Beauty 73% 6% 22%Media NL 31% 44% 25%Media FR 31% 44% 26%Technology 44% 31% 25%Public Brands 48% 30% 23%Telecom 52% 27% 21%Banking & Insurance 56% 24% 20%Automotive 59% 18% 23%
  15. 15. PAID SECTEURS : P (vs top 5 MDB 2011: Culture/Tourism/Leisure/Sports, Retail, Food, Services, Transport, Hygiene-Beauty , Telecom) HygieneSnacks Food Beauty
  16. 16. P PAID MARQUES : MARQUES EXPOSUREBelgacomCôte d’OrDanoneProximusKnorrNutellaDevos LemmensBecelGoogleBNPParibasFortis (Base : volume Paid)
  17. 17. OWNED SECTORS : OMedia Technology Public Brands
  18. 18. O OWNED BRANDS : MARQUES EXPOSUREVRTVTMRTLRTBFBelgacomGoogleVT4ProximusNieuwsbladMicrosoft (Base : volume Owned)
  19. 19. O OWNED BRANDS : Excl. Media Brands MARQUES EXPOSUREBelgacomGoogleProximusMicrosoftFacebookLa Post/BPostLottoBNP Paribas FortisEuromillionMobistar (Base : volume Owned)
  20. 20. EARNED SECTORS : EMedia Technology Auto
  21. 21. E EARNED BRANDS : MARQUES EXPOSUREGoogleBelgacomVRTVTMFacebookRTBFRTLMicrosoftProximusVT4 (Base : volume Earned)
  22. 22. E EARNED BRANDS : Excl. Media Brands MARQUES EXPOSUREGoogleBelgacomFacebookMicrosoftProximusCôte d’OrLa Poste/BePostDanoneTelenetLotto (Base : volume Earned)
  23. 23. P O E
  24. 24. Sectors: Exposure through DM P O E MARQUES EXPOSURE PAID OWNED EARNED 59% 19% 22%Telecom 52% 27% 21%Technologie 44% 31% 25%Helath & Beauty 73% 6% 22%Automotive 59% 18% 23%Food 73% 5% 22%Snacks 74% 5% 21%Media NL 31% 44% 25%Public Brands 48% 30% 23%Media FR 31% 43% 26%Banking 56% 24% 20% (Base : volume DM only)
  25. 25. Top 10 exposed Brands through DM P O E MARQUES EXPOSURE PAID OWNED EARNED 59% 19% 22%Belgacom 52% 27% 21%La Poste/Bpost 49% 30% 21%Proximus 51% 29% 20%Côte dOr 72% 7% 22%Danone 75% 5% 21%Telenet 53% 26% 22%Google 39% 33% 28%BNP Paribas Fortis 53% 28% 19%Microsoft 42% 32% 26%VRT 31% 42% 27% (Base : volume DM only)
  26. 26. DM – Exposure & Age P Average Auto Bank Technologie HB 15/34 y.o. Telecom +35 y.o. Food Media FRMarques Publiques Media NL 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  27. 27. TOP 10 Brands of DM exposure Perception DM vs Investments Belgacom Proximus Côte dOr DanonePerception DM Google Telenet BNP Paribas Microsoft Fortis VRT Banque de la Poste/Bpost Estimated Net Investment Based on volume of DM & est. Net investments 2011
  28. 28. TOP 10 Brands of DM investment Perception DM vs Investments Belgacom TelenetPerception DM Mobistar BNP Paribas Fortis BMW ING Dexia Renault CBC/KBC Citibank Estimated Net Investment Based on volume of DM & est. Net investments 2011
  29. 29. AUTOMOTIVE DM vs Investments Peugeot Volkswagen BMW Opel Renault Citroen Ford AudiPerception DM Toyota Kia Hyundai Estimated Net Investment Based on volume of DM & est. Net investments 2011
  30. 30. Le bon élève POE
  31. 31. OLe 1er media : les points de vente
  32. 32. OCréation de Owned innovant
  33. 33. O…qui s’attache à rendre la vie plus facile...
  34. 34. OEt tout l’attirail digital
  35. 35. PUn Paid qui crée lui aussi l’évènement
  36. 36. P…de manière quasi systématique…
  37. 37. EDes fans qui ne se contentent pas d’une page Facebook
  38. 38. E Mais IKEA c’est aussi ça...Une cinquantaine deFanPage concernant les petits crayons
  39. 39. E ...et ça... Une trentaine deFanPage concernant les boulettes de viande
  40. 40. E ...ou encore ça Une trentaine deFanPage concernant les hot-dog
  41. 41. P O E IKEA : leader Earned de la distribution MARQUES EXPOSITION PAID OWNED EARNED 55% 40% 5%Carrefour 57% 40% 3%Leclerc 61% 37% 2%Auchan 63% 31% 6%Intermarché 64% 33% 4%Decathlon 47% 46% 6%Leroy Merlin 57% 37% 5%Darty 55% 40% 5%Ikea 42% 46% 12%FNAC 32% 65% 4%La Redoute 53% 43% 4%But 66% 30% 4%Les 3 Suisses 54% 41% 5%Monoprix 43% 47% 10%Galeries Lafayette 49% 41% 10%
  42. 42. Brand 2012 19% 59% 22% Owned Media Paid Media Earned MediaBrand Engagement Brand Attention Brand Affinity Platform Impact Conversations What the Brand Does What the Brand Says What is being said about the Brand COHERENCE Brand 2015 ? ? ?
  43. 43. Alive & IntegratedP.O.E. Day  Objective: Build a POE strategy 2012-2015  Allowing to:  Deploy the brief in 3D  Explore all assets of the brand  Work together to build a POE strategy shared by all  By optimizing Paid and activating Owned, and gain advantage of EarnedP.O.E. Manager  Works as a team with Head of Strategy + Client Service Director  Agencies – Client – Channel Partners P O E
  44. 44. MORE POE P O E Havas Media Fanpage Facebook.com/havasmediabelgium Blog Hugues Rey I am a bridge - www.rey.be Le blog du POE en France : http://www.mediaplanetgossip.com

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