1. Russir sa stratgie mdia : les nouvelles solutions digitales

2. CamilleOlliver DirectriceCommercialeAdjointe Depuis 10 ans, Camille a volu au sein de supports media off et online, en France et linternational. Experte des actions cross-media, des stratgies publicitaires multi-supports et des nouveaux formats de publicit (brand content, opration spciale) elle est aujourdhui directrice commerciale adjointe chez Havas Media International, en charge de la stratgie media dannonceurs de renom. ArnaudFaure DirecteurduDigital Depuis prs de 15 ans, Arnaud a t confront toutes sortes de problmatiques lies au Digital. Il a dmarr sa carrire en agence au sein d'quipes digitales alors mme que le boom internet faisait son apparition au dbut des annes 2000. ZenithOptiMedia, Universal McCann, Havas Media, autant d'expriences qui l'ont menes devenir un expert du Digital dans son ensemble, avec une connaissance approfondie des leviers performants dans ce domaine. 3. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 45 mn 15 mn 10 mn 20 mn 4. WE LIVE IN AN ORGANIC WORLD +1,2 Billion people are interconnected The Audience is now the Media Content are the fluids of this ecosystem 5. A WORLD DISRUPTED ON A DAILY BASIS BY THE SOFTWARE COMPANIES WHO ARE RESHAPING OUR WAY TO CONSUME Amazon vs the retailers Netflix vs the TV channels AirBnb vs the hotels chains Spotify vs the music labels 6. ULTIMATELY WE WANT TO REDEFINE COMMUNICATIONS TO BE AT THE CORE OF THE NEW PARADIGM Technology is transforming the way we behave and the frontiers between advertising and content continue to blur. The only way to stay ahead is to generate that fantastic spark that we have all experienced when we see something meaningful, whether thats an ad, a type of content, or when we are part of an event - a brand experience that makes us really feel it. by Havas Media Group 7. OUR VISION & METHODOLOGY FOR AN ORGANIC & DIGITAL WORLD Performance & programmatic approach Data monetization Geomarketing Behavioural & social data Partnerships Native advertising Curation Production A new DNA : data driven & content powered 8. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 9. Global video figures Source: Comscore, August 2012 & Nielsen, May report, 2012 & March 2013 1.2 billion internet users watched 200 billion online videos worldwide More internet users are now watching video on computers (84%) than TV (83%) 18-24 watch more TV online than they do on a traditional set 7.7 hours spent watching online TV and just 6.3 spent watching traditional TV 35% of tablet owners watch video on their devices once a week 35% of total internet time spent online is for watching videos 55+ spend 16.6 hours watching traditional TV and just 3.2 hours watching online TV 10. Todays top trend vs. Tomorrows Source: TNSDigital Life 2012 11. Video is the best way to engage users Mediamindresearch, 2012 + 21% + 11% Dwell Rate Average Dwell Duration (sec) Proportion of Rich Media impressions that were intentionally engaged with by touch, interaction or click. Duration in seconds for users who engaged. 12. Online travel videos usage is increasing ... and it inuence and prompt action 13. and it is not limited to a single screen Leisure travelers book travel across devices 14. Travel video experience drive to store Online videos are key throughout the travel funnel and especially on the upper funnel part : inspiration driver consideration trigger 15. Takeaways The Travelers Mindset: Travelers Seek Value and Increasingly Comparison Shop Inspiration: A Fresh Opportunity to Reach Travelers Online Multi-screen World: Research Activities Are Done Across Devices Online Video: A Traveler's Constant Companion In this ever changing online video landscape, what video channel for my digital campaign ? 16. DEFINING THE ROLE OF DIGITAL HEAVY UP OLV on top of TV weights FILL THE GAP OLV to fill in the underdelivery on specific part of Target TV REPLACEMENT OLV replace partially TV (Cost/Cov. Optimization) DAY PART SUBSTITUTION As part of the TV mix 17. In banner video AdExchange Video seeding PortalsContent sites & upscale networks All content websites bought either in premium or through package 18. Video Pre-roll Content sitesCatchup TV All TV websites offering catchup All content websites bought in premium Portals & other huge qudience crossroqds 19. In Read Content Sites & upsacle networks 20. InRead demos Mercedes http://demo.teads.tv/inread/147/514 American airline http://demo.teads.tv/inread/213/647 Turespana http://demo.teads.tv/inread/667/1873 21. Video Home Page Takeover Content Sites Homepage or affinity section exclusivities bought on premium websites Homepage or affinity section exclusivities bought on portals Portals 22. YouTube Pre Roll Homepage Multi Channel Networks Base 79 and Vevo 23. How to promote social video? Post videos from your own accounts on social platforms allowing videos and Promote them through social networks allowing advertising 24. Video Executive Summary #1 (and only ?) rule: Adapt your video content & channel to your objectives & KPIs VIDEO CHANNELS Affinity Reach Branding Traffic buying model video duration in banner video Content sites specific 4 1 3 1 CPM 15 sec in banner video Upscale Networks 3 3 2 3 CPC 15 sec in banner video AdExchange 2 4 1 4 CPM 15 sec in banner video Video seeding 2 2 2 3 CPV 15 sec in banner video Portals 2 4 2 1 CPM 15 sec Video pre-roll Catch'up TV 3 1 3 1 CPM/V 15->30 sec Video pre-roll Content sites 4 2 4 2 CPM 15->30 sec Video pre-roll Portals 2 3 2 3 CPM 15->30 sec In Read Content sites specific 4 2 4 3 CPV 15 -> 45 sec In Read Upscale Networks 3 3 3 2 CPV 15 -> 45 sec Home Page TO Content sites specific 4 2 4 1 flat fee 15->30 sec Home Page TO Portals 2 4 3 4 flat fee 15->30 sec Youtube Pre roll 2 4 1 2 CPV 15->30 sec Youtube Multi Channel Network (MCN) 4 3 2 2 CPV 15->30 sec Youtube Search 3 1 2 1 CPC 15->30 sec Social Vine 3 2 4 1 CPC 6 sec Social Instagram 3 3 3 1 < 10 sec objectives 25. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 26. Evolution of the social market Social pillars VS social challengers Monetization of content Pay for the reach Brand social networks An essential Value exchange Social hyperconnection Always-on means always more socialbut differently Social media behaviors evolution Evolution through time Niche networks Anonymous networks Microblogging rise Rise of the social messaging apps 1 2 27. From visual to cracking the social code TEXTUAL VISUAL INFLUENTIAL MOTIVATIONAL SOCIAL BUSINESS CRACKING THE SOCIAL CODE 2006 2007 2008 2009 2011 2013-2014 Source: Universal, 2013 2010 A text-based medium of bloggers and comment posters A fully audio visual media full of content creators and sharers Social media drove greater means and opportunities for consumers to influence their peers Consumers engage with a platform because it meets specific consumer needs A huge demand for social interaction with brands Brands begin to understand the importance of social media Social behaviors arent just relevant in the social space but are underpinned consumers relationship with products and brands Social media behaviours have evolved through time 28. The emergence of niche networks is real Users now have the choice according to their interests Strava for cyclists, StyledOn for fashionistas, Learnist for teacher, Jelly for answers to questions Niche networks are a great way to connect to an ultra-targeted audience. Why will interest-based networks rise in prominence in 2015? Mainstream social media fatigue Evolution of search : search has become more socially-shaped so well see more information hunting influenced by our social connections Continued increase in mobile use Drowning in noise Integrating news with social. Ex: Buzz Feed and mobile apps like Bleacher Reports Team Stream Source: Kamber 29. Secrecy is the key to the next phase of Social Networking The revelations about the NSA program, Prism, have provoked strong reactions. In response to the ambient climate, more intimate, private and community social networks emerged: Whisper, Social Number, Post Secret, Rustling, Tor, I2P, Ask, Experience Project These are tools that allow Internet users to expose parts of their life that they do not wish to share in their identity on classical social networks. Source: Mashable.com 30. Rise of social messaging applications The "social" messaging applications features, which go far beyond simple free chat, are revolutionizing the methods of communication. In 2014, billions of instant messages should be exchanged on Whatsapp, Snapchat or Line, approximately 3 times more than last year. Source: Readwrite Short-lived edited photos Japanese app mix of FB, Whatsapp & Skype Leader in China 31. WhatsApp, the new digital giant? Did you know that the number of WhatsApp messages is close to the number of SMS sent in the world? Sources: JDN, Forbes, Comscore 100% 32. Members in the world Time spent on Facebook Visits of young people 1,23b monthly active users worldwide Instant messaging 450M users worldwide 1M users/day worldwide. Young and mobile audience Photos app 100M users worldwide Minime revenue but very dynamic Bought 2014 Purchased for $19 billion 2012 Purchased for $1 billion More than 11 million young people have fled Facebook since 2011 (25% drop) An 80% surge in users with an age of 55 and above New applications, a threat for the web pillars? Web pillars buy competitors to better neutralize competition: to be the best, buy the best Bought Microblogging platform and social networking website 166M users worldwide A strong young image 2013 Purchased for $1,1 billion Online social networking and microblogging service 140-character text messages 241M users worldwide Bought 2012 $30 M Create and post short looping video clips 40M users worldwide Trendy application Web portal & search engine Yahoo Search Inexorable fall of his audience and therefore its revenue 800M users/month worldwide 33. If you want the reach you have to pay for it What is the Facebook 5% ?? With Facebook, LinkedIn, Twitter, Instagram and Pinterest all rolling out smart ad products, the promise of being able to reach the exact audience you want to is here. But, as with most things, it wont come for free. Sources: emarketer, hotwire 34. How to engage users for free ? The real question is WHY people would engage with your brand ? There are 5 real, human and fundamental needs learning, relationships, diversion, progression and recognition. The reason why these 5 needs are important is because people really value those brands that help meet them. When looking at the reasons why people join brand communities online, learning, relationships and recognition are growing as reasons to connect with brands online In fact peoples expectations of brands has grown. Source: Universal, 2013 35. Social Currency, the new word of mouth Social currency is represented in the resulting value and sentiment that stems from the exchange of social objects: words, videos, reactions, links. What we publish on social networks is social currency. We can measure the value of this currency in each exchange by its reach, resonance, and ultimately influence. However, its sum is greater than its parts. So social currency is a combination of actions and words. Some brands innovate and use social currency as the only means to make purchases. In exchange of a tweet, a like, a reaction, the brand remunerates the fan. Letting customers pay with tweets or Facebook posts is a way of saying thanks for the support. The exchange helps identify loyal customers while spreading the company's message via word of mouth. 36. Case Study: Marc Jacobs Marc Jacobs opened the doors to his Daisy fragrance pop-up store from February 7 to 9, but unlike other retail locations, no money has been exchanged. Instead, you could walk out with products in exchange for sending tweets, Instagram photos and Facebook posts. By snapping photos and posting messages with the hashtag #MJDaisyChain, visitors were awarded with Marc Jacobs-branded gifts when exiting the store. The resulting effort yielded more than 13,500 Twitter mentions, 4,300 Instagram mentions and more than 770,000 Likes. The launch of the Tweet Shop coincides with the release of a new print campaign for Daisy and a TV spot from director Sofia Coppola. Source: mashable 37. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 38. The New paradigm: Organic Marketing Consumers provide us with a huge amount of data Now, data is people 39. Volume Velocity X Variety X MORE DATA AVAILABLE MORE CUSTOMER INTELLIGENCE MORE CUSTOMER EXPERIENCE From big data to people data RELEVANT ONLY IF GRANULAR FROM GRANULAR DATA TO INSIGHTS TO HYPERPERSONNALIZATION 40. Hyperpersonnalization Using data & Technology to Adress the right audience with the right message From media buying to audience buying Programmatic Buying Data to deliver ad tailored content At the right moment on the right device Geo fencing Real Time Buying 1 2 At the right price A new bidding system, inherited from search Applicable to all media? 3 41. From media buying to audience buying Historically, the choices of the support to meet the audience With the audience buying, we choose the target on every content Definition of the target Selection of the contents viewed by women Buying of the target on all contents Definition of the target 42. FUELED BY DATA Demographic Age, sex children urban / non urban Household income Status+ / Status- Contextual / Environmental Topic category IP, browser Behavioural Interests and Lifestyle Listening to, fan of,,, Intent Looking for a product Already bought something and ready to buy again Geography Country, State, City Size of the city Social Bloggers, influent people 1st 2nd 3rd Weather TV agenda CRM data 43. Audience buying leading to Programmatic Planning So what is programmatic ad buying? Programmatic ad buying typically refers to the use of software to purchase advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. Its using machines to buy ads, basically. Programmatic buying and selling is a technique used to trade media using business logic to acquire individual impressions for the delivery of a marketing campaign. Ad inventory is sent from publishers to a marketplace and is then forwarded on to a number of bidding partners. Those partners use computer-based algorithms alongside data and historical performance signals to determine that inventorys likelihood of driving results for the advertiser. Why does programmatic advertising matter? Efficiency. Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible. 44. So, robots will replace people? Yes & No Within programmatic buying, it is necessary to differentiate: Sources: adexchanger, clypd Human Programmatic Buying Artificial Intelligence Buying An example of HPB would be to buy a fixed amount of $6.00 on any visitor that's been on an advertiser's website in the last 30 days. Human input remains to define the buying criteria An example of AIB would be to autonomously score each impression using predictive analytics and buy a dynamic amount based on a complex formula involving thousands of factors, including whether the visitor had been on the advertiser's website in the last 30 days, the weather, geography, time of day, etc. The buying formula itself and the subsequent optimization decisions have been derived by algorithmic processes, versus being specified by human input 45. Addressing accurate audience to gain in message relevancy 46. A clear and agreed trade-off with people Consumer People Data Trade-off Entertain me Inform me Reward me ... Brand Buy my product Suscribe to my service ... People Data Trade-off 47. Publishers providing accrued personalized content Canal+ social player example Publishers use consumers data to provide them with tailored content Source: begeek 48. And so do advertisers Capgemini case study Content Loop How to becomea dailyreadingfordecision-makers? An innovative content collaboration with LinkedIn is driving spectacular engagement rates for Capgemini, and proving that relevant content delivers results that few other B2B marketing strategies can match. Content Loop: The Only continuous source of technologyandbusinessnews 452 505 visits 371 496 unique visitors +/- 1M ad impressions + 35 000 shares + 150 000 followers In 7 months, were recorded 0 1 000 2 000 CapGemini Peers: Accenture IBM Deloitte Infosys HP 1 of 6 http://content-loop.com 49. Providing value to the user using his location data: Geo-fencing Geo-fencing is one of the geo-marketing tools in vogue. It is based on the definition of virtual borders with an alarm trigger smartphone at the entrance or exit of one of these borders. If the digital Geo-marketing is booming these past two years, it is thanks to the new targeting capabilities via the IP addresses of connections, but also due to the ability of the media space selling organizations to display geo-tagged banners. Concretely geo-fencing allows to send messages to customers smartphone identifying its arrival in a specific area (stores, entry, checkout). The idea behind geo-fencing is to reach consumers who are near the point of sale to apply a local and customizable marketing to increase impulse purchases. Sources: e-marketing, smartgrains 50. Real Time Buying to go one step further RTB is a timeline laid on top of programmatic. It just adds a real-time aspect to the valuation and pricing and the clearing How long does all of that take? About 100 milliseconds. And that is what puts the Real-time in RTB. 51. Audience qualification, a new audience value MEDIA CENTRIC AUDIENCE CENTRIC 52. The advertiser delivers the ad The impression is auctionned Buyers place a bid (CPM) according to the estimated value of each impression ADVERTISING 1 3 5 The highest bid wins the impression 4 2The Internet user visits a web page Watch this space Buy now ! 0.520.670.7501.05 cookie And a new buying system inherited from Search: BIDDING 53. 56 Bidding applicable to all media? YES in theory but NO in practice! 54. Media that can be bought on a bidding system 57 TV / Radio / Print Online Radio Vistar Outdoors Digital OOH A platform for tenders dedicated to media bidding. Tested in 2013 by several advertisers Adcoostik measures and enhances digital marketing investments on Online Radio. Vistar Outdoors is the first ad platform for digital-out-of-home networks. All digital media can be bought through an auctions system plugged to available ad inventory Today, this includes all online touchpoints (mobile/tablet/social), but also traditional media like TV, online radio and Digital OOH 55. Key notions to remember Programmatic Buying Bidding Real Time Big Data Tailored message Audience Buying 56. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 57. Hypervisualization Programmatic buying next steps Tracking phone call driven by digital ads ? Sound to (re)connect TV consumers ? 58. Hypervizualisation The internet is boundary-free and increasingly visual. New technologies are enabling hyper -visualization, where any object in any piece of media is a portal to other media. Hyper visualized content creates a new engagement point for brands. 59. Kiosked 60. VPAID Demo Shareable, shopeable, trackable, location aware, measurable, connected (real time). All platforms : desktop, mobile & tablet 61. Quick figures about VPAID / VAST video technology In-stream VAST ads are commonly seen by online video viewers and have some of the highest CTR rates compared to other online ads 62. Programmatic Buying in the short term: more inventory available soon Going forward, programmatic will continue its upward trajectory in 2014 for several important reasons: 1. In fact, many publishers are actively integrating programmatic initiatives into their direct sales channels so they can secure a greater portion of the advertisers overall budget. 2. Publishers are offering greater amounts of Rich Media inventory for sale via the ad exchanges, providing brand managers the opportunity to launch digital brand campaigns at scale. In fact, we anticipate 2014 to be the year that Rich Media programmatic goes mainstream. 3. Marketers are eager to reach the consumers where they spend the most time on their mobile devices. To date, publishers have been slow to support mobile deals directly. Programmatic, on the other hand, is an efficient way to scale mobile campaigns. Sources: Adform 2013, digiday.com, Google 63. Programmatic Buying in the mid term: video across devices Social, mobile, video and advertising are on a rapid convergence path. Whether on television, on smartphones, tablets, on the web or OOH, video deserves to be exploited in all its forms and on all these supports and represents a growing source of inventory. Ultimately, marketers goals and challenges lie in connecting with consumers where and how they spend their time, and on the screens they spend time with. Full cross-channel coordination & integration predicted for 2020 in the US 64. The future of Programmatic Buying: real time extended to all media? At the moment, its mainly online ads that are traded programmatically,but increasingly media companiesand agencies are exploring waysto sell traditionalmedia this way, including TV spots and out-of-homeads. Requirement is that media be digital in order to allowreal time programming Sources: Adform 2013, digiday.com, Google 65. Tracking web to call conversions 68 Average costs : 0,05 cts /min 666 hours of client communication /month for 2,000 66. TV + Shazam French brands which tested the Shazam app in coordination with their TV commercial Still mainly B2C Add engagement KPI to your TV campaign Enrich your CRM / customer behaviour Drive online traffic to store Create personalized brand experience Tex: More than 300.000 tags generated in 2 weeks world record to date 67. TV + Shazam 68. Agenda Revue des 3 piliers de la communication digitale en 2014 1. Vido 2. Social 3. Real Time Bidding Les nouveauts du digital Actualits du march du digital Point innovation Outils et mesure de la performance Attribution modeling, Artemis, Google UA... Questions / Rponses 40 mn 20 mn 10 mn 20 mn 69. A world of multitasking and multi exposure 70. Several different tracking tools lead to count several times the very same conversions The benefit of the single source Tracking Clic on an Affiliation banner 1 booking counted on the Affiliate report 1 booking counted on the network report 1 booking counted on the search engine report Clic on a video on ad network Clic on a Google sponsored link 3 conversions counted vs 1 single conversion $ Conversion 71. Industry standard : the last event click over impression, within the window attribution period- receives 100% of attribution for the visit or the conversion Impact : this rule overweight the brand SEM & underweight the other channels What happens with the last click rule Search 100% Sales attribution Conversion 72. Indirect sales generated by digital channel 73. From the last click Model to an Attribution Model The model distributes credit across all events / all contacts with the channels which contributed to the sales GOAL!!!! 100% Last Click With the multi channel attribution modele each touch points has a value. The algorythm reweight the contribution the ROI is the True ROI GOAL!!!! 45% 20% 8% 10% 5% 12% 74. Questions 75. Merci de votre attention