A VISION OF… THE IMPACT OF DIGITALIZATION AND INTEGRATION OF THE MEDIA HuguesREY – October2013
A VISION OF… THE IMPACT OF DIGITALIZATION AND INTEGRATION OF
THE MEDIA
HuguesREY – October2013
Digital: What Else ?
1. TV - From Dead-End to Fire-Starter
2. Print – A High-Value luxury product
3. From Poster to Out-of-Home (OOH)
4. Real Time Advertising is Now
Conclusion 1: MadMen must meet MathMen
Conclusion 2: Tell No-Dead-End Stories (in P.O.E.)
Television (& the 30” advertising spots) were announced dead many times in the last 10 years…
… in 2013, All types of people are consuming more (new) TV than 10 years ago ! But, certainly differently …
30” still exist combined with many opportunities
Traditional TV: More Time – (A little less) Reach (Source: CIM Audimétrie 3/2005 vs 3/2013)
15-34 2005
15-34 2012
35+ 2005 35+
2012
Men 2005
Men 2012
Women 2005 Women
2012
SG 1-4 2005
SG 1-4 2012
45%
50%
55%
60%
65%
70%
75%
80%
85%
2:52:48 3:21:36 3:50:24 4:19:12 4:48:00 5:16:48
Daily Reach %
Challenging the “new normal” …
60% of the Belgian owned a ‘Digital TV’ (Source: Multiscreen & Mobile Survey (MMS) – Havas Media Belgium 12/2012)
Despite the penetration of the new devices, alternative consumption of linear TV is mainly watch from a ‘traditional TV set’. But, opportunities of ‘media meshing’ are multiplied by the abundance of devices
Social TV 2013: The Voice Belgique Case
Breaking the silos starts with sharing experience and currencies
Youtube : 3,7%
Incremental Reach
79,97%
18,07%
+ 83,7% =
Havas/YouTube – DS3 cabrio case
Source : YouTube/Havas Media Brussel – TrueView Preroll – 06-26/03/13 – target 25-54
Before digitalization, linear TV was too frequently a “one-way” & “dead end” media … … Digital & Connected TV, Portablity of Content, Social TV will transform it in a “Fire Starter” … Communications opportunities in New content Form, Thinner & Smarter Targeting, Interactivity & Sharing will explode
TV will stay an ‘analogic social’ activity and be accessible on any device -> Content is Key
More Screens: Marcom Opportunities Leveraging the small screen during big live events
Incentivizing ad engagement
Gamifying TV ads
Bridging a campaign’s TV and digital elements
Syncing e-commerce with TV content
Sponsoring second-screen extras
Spurring social chatter with hashtags
Enabling real-time interactivity
Shop on TV – Owned Solution
Real-Time Augmented Content
More Data
Digital surpass Daily
Indeed …
Source: Paper Chain Forum April 2013
And …
Source: Paper Chain Forum April 2013
9
Augmented X-Ray App Boosts Retailer’s Sales by 37%
Triggered Campaigns Digital OOH
Only 22°C and more Only Barbecue weather
Multi-source Real-time Content Digital OOH
Product Utility
Connecting People Mobile + OOH Gaming Personnalisation
Interactive DOOH – unlimited opportunities
Mobile Internet Usage OOH Mobile: Influencing Digital Behaviour
(*) Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the internet in general - Universe: 18-64 yo
Driving App Downloads & Usage Mobile: Influencing Digital Behaviour
+22% : Delhaize Direct app downloads +40% : Website visits +28% : Orders on website
Real Time Marketing is Now !
Source: http://therealtimereport.com/
Remarketing 97% of new visitors do not convert after their first visits
2 Page is tagged with the
remarketing Code
5 … and visit a website
of the nbetwork A new ad is displayed
User surfs on the
website
1 3 Server collects the ids of all the users
User List • Cookie 1357 • Cookie 2468 • Cookie 9753 • …
4 Users keep on surfing
6 Users clicks and
come back on the website
2
Cookie 1357
Cookie 1357
The advertiser delivers the ad
The impression is
auctionned
33
Buyers place a bid (CPM)
according to the estimated value of each impression
<150 ms ADVERTISING
1 3
5
The highest bid « wins » the impression
4
2 The Internet user visits a web page
Buy now !
0.52€ 0.67€ 0.75€ 01.05€
cookie
Real Time Buying – Advanced Display
REAL TIME BIDDING
Is not about buying more media is not about buying cheaper media Is about better personalized media
77% 95%
42%
16%
4%
57%
8% 1% 1%
Budget Clicks Leads
CPM (Context) RTB CPC Networks
Advanced Display: Efficiency
TV Advertising will be behavioural, adressable, involving and real-time bought
Previous Ad Next Ad AdSmart
Previous Ad Next Ad AdSmart
MadMen vs MathMen
Integration
And who manages them now?
Website
Facebook Page
Paid Search
Online Display
Sponsorship
Social Engagement
Owned Paid
Earned
Twitter Account
TV, Radio, Print
WOM
SEO?
Marketing?
PR & Social?
No “dead-ends” advertising stories … Translated in Paid. Owned.Earned
5 Major Take Aways Digitalization is a fact… no Media dies… The majority are empowered by the digital opportunities. Consumption of content is growing on all platforms.
Consequently, we have to …
1. Refuse Mass Media as “Dead-End” communication point
2. … but transform it in “Fire-Starter” of interactive and personal communication
3. Interactive and personal communication which will be based on long term based scenarios (storytelling) and broadcast in real time
4. Real time marketing is a synonym of better (not of more or cheaper) due to the added-value of data
5. Handle Big and Transform it in Smart (usable on short, middle, long term)
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