Réussir sa stratégie média : les nouvelles solutions digitales

Cam

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• Depuis 10 ans, Camille a évolué au sein de supports media off et online, en France et à l’international. Experte des actions cross-media, des stratégies publicitaires multi-supports et des nouveaux formats de publicité (brand content, opération spéciale…) elle est aujourd’hui directrice commerciale adjointe chez Havas Media International, en charge de la stratégie media d’annonceurs de renom.

Arn

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Dig

ital

• Depuis près de 15 ans, Arnaud a été confronté à toutes sortes de problématiques liées au Digital. Il a démarré sa carrière en agence au sein d'équipes digitales alors même que le boom internet faisait son apparition au début des années 2000. ZenithOptiMedia, Universal McCann, Havas Media, autant d'expériences qui l'ont menées à devenir un expert du Digital dans son ensemble, avec une connaissance approfondie des leviers performants dans ce domaine.

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

45 mn

15 mn

10 mn

20 mn

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

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

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 that’s 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

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

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

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

Today’s top trend vs. Tomorrow’s

Source: TNSDigital Life 2012

Video is the best way to engage users

Mediamind research, 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.

Online travel videos usage is increasing ...

… and it influence and prompt action

… and it is not limited to a single screen

Leisure travelers book travel across devices

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

Takeaways • The Traveler’s 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 ?

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

In banner video

AdExchange Video seeding Portals Content sites & upscale networks

All content websites bought either in premium or through package

Video Pre-roll

Content sites Catch’up TV

All TV websites offering catch’up

All content websites bought in premium

Portals & other huge qudience crossroqds

In Read

Content Sites & upsacle networks

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

Video Home Page Takeover

Content Sites

Homepage or affinity section exclusivities bought on premium websites

Homepage or affinity section exclusivities bought on portals

Portals

YouTube

Pre Roll Homepage Multi Channel Networks Base 79 and Vevo

How to promote social video?

Post videos from your own accounts on social platforms

allowing videos

and

Promote them through social networks allowing advertising

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 Sound

in banner video Content sites specific 4 1 3 1 CPM 15 sec user initiated

in banner video Upscale Networks 3 3 2 3 CPC 15 sec user initiated

in banner video AdExchange 2 4 1 4 CPM 15 sec user initiated

in banner video Video seeding 2 2 2 3 CPV 15 sec user initiated

in banner video Portals 2 4 2 1 CPM 15 sec user initiated

Video pre-roll Catch'up TV 3 1 3 1 CPM/V 15->30 sec On by default

Video pre-roll Content sites 4 2 4 2 CPM 15->30 sec On by default

Video pre-roll Portals 2 3 2 3 CPM 15->30 sec On by default

In Read Content sites specific 4 2 4 3 CPV 15 -> 45 sec user initiated

In Read Upscale Networks 3 3 3 2 CPV 15 -> 45 sec user initiated

Home Page TO Content sites specific 4 2 4 1 flat fee 15->30 sec user initiated

Home Page TO Portals 2 4 3 4 flat fee 15->30 sec user initiated

Youtube Pre roll 2 4 1 2 CPV 15->30 sec On by default

Youtube Multi Channel Network (MCN) 4 3 2 2 CPV 15->30 sec On by default

Youtube Search 3 1 2 1 CPC 15->30 sec user initiated

Social Vine 3 2 4 1 CPC 6 sec On by default

Social Instagram 3 3 3 1 < 10 sec On by default

objectives

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

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 social…but differently

Social media behaviors evolution

• Evolution through time • Niche networks • Anonymous networks • Microblogging rise • Rise of the social messaging apps

1 2

• … 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 aren’t just relevant in the social

space but are underpinned consumers’

relationship with products and brands

Social media behaviours have evolved through time…

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 we’ll 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 Report’s Team Stream

Source: Kamber

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

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

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%

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

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 won’t come for free.

Sources: emarketer, hotwire

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

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, it’s 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.

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

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

The New paradigm: Organic Marketing Consumers provide us with a huge amount of data Now, data is people

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

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

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

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

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. It’s 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 inventory’s 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.

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

Addressing accurate audience to gain in message relevancy

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

Publishers providing accrued personalized content

Canal+ social player example

Publishers use consumers data to provide them with tailored content

Source: begeek

And so do advertisers Capgemini case study – Content Loop

• How to become a daily reading for decision-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 technology and business news”

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

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 customer’s 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

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.

Audience qualification, a new audience value

MEDIA CENTRIC AUDIENCE CENTRIC

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

2 The Internet

user visits a web page

Watch this

space

Buy now !

0.52€ 0.67€ 0.75€ 01.05€

cookie

And a new buying system inherited from Search: BIDDING

56

Bidding applicable to all media? YES in theory…

… but NO in practice!

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

Key notions to remember

Programmatic Buying

Bidding

Real Time

Big Data Tailored message

Audience Buying

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

• Hypervisualization

• Programmatic buying next steps

• Tracking phone call driven by digital ads ?

• Sound to (re)connect TV consumers ?

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.

Kiosked

VPAID

Demo

Shareable, shopeable, trackable, location aware, measurable, connected (real time). All platforms : desktop, mobile & tablet

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

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 advertiser’s 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

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

The future of Programmatic Buying: real time extended to all media?

• At the moment, it’s mainly online ads that are traded programmatically, but increasingly media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.

• Requirement is that media be digital in order to allow real time programming

Sources: Adform 2013, digiday.com, Google

Tracking web to call conversions

68

Average costs : 0,05 cts /min

666 hours of client

communication /month for 2,000 €

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

TV + Shazam

Agenda • Revue des 3 piliers de la communication digitale en 2014

1. Vidéo 2. Social 3. Real Time Bidding

• Les nouveautés du digital – Actualités du marché du digital – Point innovation

• Outils et mesure de la performance

– Attribution modeling, Artemis, Google UA...

• Questions / Réponses

40 mn

20 mn

10 mn

20 mn

A world of multitasking and multi exposure…

• 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

● 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

Indirect sales generated by digital channel

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%

Questions

Merci de votre attention