vub mediadigitalization28102013

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)

45

More about Social TV ? Please join us on December 5th 2013 !

www.huguesrey.com

www.facebook.com/havasmediabelgium

THANK YOU

Hugues.rey@havasmedia.com

#huguesrey