Hugues REY - Advanced Theoretical Debates: Digital Media Marketing' - VUB - Intervention du 28 10 2013 - "What could be the influence digitalization on the media & advertising future ..."

1. A VISION OF…
THE IMPACT OF DIGITALIZATION AND INTEGRATION OF
THE MEDIA
HuguesREY – October2013

2. 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.)

4. 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

5. Traditional TV: More Time – (A little less) Reach
(Source: CIM Audimétrie 3/2005 vs 3/2013)
Daily Reach %
85%
35+
2005
35+
2012
80%
75%
Women
2005
Women
2012
Men
2005
2:52:48
70%
3:50:24
3:21:36
SG 1-4
2005
4:19:12
65%
SG 1-4
2012
60%
55%
15-34
2005
50%
15-34
2012
45%
Men
2012
4:48:00
5:16:48

6. Challenging the “new normal” …

7. 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

9. Social TV 2013: The Voice Belgique Case
Breaking the silos starts
with sharing experience
and currencies

11. Havas/YouTube – DS3 cabrio case
79,97%
18,07%
+
=
83,7%
Source : YouTube/Havas Media Brussel – TrueView Preroll – 06-26/03/13 – target 25-54
Youtube :
3,7%
Incremental
Reach

12. 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

13. TV will stay an ‘analogic social’ activity
and be accessible on any device -> Content is Key

14. 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

15. Shop on TV – Owned Solution

16. Real-Time Augmented Content

17. More Data

19. Digital surpass Daily

20. Indeed …
Source: Paper Chain Forum April 2013

21. And …
Source: Paper Chain Forum April 2013

22. Augmented X-Ray App Boosts Retailer’s Sales by 37%
9

24. Digital OOH
Triggered Campaigns
Only 22°C and more
Only Barbecue weather

25. Digital OOH
Multi-source Real-time Content
Product
Mobile + OOH Gaming
Utility
Connecting People
Personnalisation

26. Interactive DOOH – unlimited opportunities

27. Mobile: Influencing Digital Behaviour
Mobile Internet Usage OOH
(*) Source: Google / Ipsos - «Our Mobile Planet : Belgium» - May 2012 - Target: Private smartphone users who use the internet in general - Universe: 18-64 yo

28. Mobile: Influencing Digital Behaviour
Driving App Downloads & Usage
+22% : Delhaize Direct app downloads
+40% : Website visits
+28% : Orders on website

29. Real Time Marketing is Now !
Source: http://therealtimereport.com/

30. Remarketing
97% of new visitors do not convert after their first visits

32. User List
2
1
User surfs
on the
website
2
• Cookie 1357
• Cookie 2468
• Cookie 9753
• …
Cookie
1357
Page is tagged with the
remarketing Code
3 Server collects the ids of
all the users
Cookie
1357
Users clicks and
6 come back on the
website
5
… and visit a website
of the nbetwork
A new ad is displayed
4
Users keep on
surfing

33. Real Time Buying – Advanced Display
The
impression is
auctionned
2
The Internet
user visits
a web page
1
<150 ms
cookie
ADVERTISING
The advertiser
delivers the ad
5
Buyers place a bid
(CPM)
according to the
estimated value of
each impression
3
4
01.05€
0.75€
0.67€
0.52€
Buy
now
!
The highest bid
« wins » the
impression
33

34. REAL TIME BIDDING
Is not about buying more media
is not about buying cheaper media
Is about better personalized media

35. Advanced Display: Efficiency
8%
1%
4%
1%
16%
57%
CPM (Context)
95%
RTB
77%
CPC Networks
42%
Budget
Clicks
Leads

36. TV Advertising will be behavioural, adressable,
involving and real-time bought

37. Previous Ad
AdSmart
Next Ad

38. Previous Ad
AdSmart
Next Ad

39. MadMen vs MathMen

41. Integration

42. And who manages them now?
Website
Owned
Twitter
Account
Facebook
Page
Marketing?
Online
Display
Paid
Search
TV,
Radio,
Print
Paid
SEO?
Sponsorship
Social
Engagement
WOM
Earned
PR & Social?

43. No “dead-ends” advertising stories …
Translated in Paid. Owned.Earned

44. 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. www.huguesrey.com
More about Social TV ?
Please join us on December 5th 2013 !
www.facebook.com/havasmediabelgium
45

46. THANK YOU
Hugues.rey@havasmedia.com
#huguesrey