hugues rey bmma 29 03 2011 about media agencies POE french DATA

1. Lunch BMMA – 29th March 2011
Media Agencies
Chronique d’une mort annoncée ?
How to address an
unpredictable future !
HAVAS MEDIA

2. A table, on évite
d'aborder les
conversations au
sujet
• de l'argent
• du sexe
• de la politique
• de religion
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3. But … You could
share …
• de l'argent / Values
• du sexe / Pleasure
• de la politique /
Vision
• de religion /
Convictions
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4. Outdated Jobs – Why ?
Human Needs
Technology
Business Model
Lost of Perceived Added Value
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5. 2020 – 2 « Predictions »
about Media Future
UDECAM – 2010 / 5:31
Japan Tsunami-Heartquake / Arabic Springtime
www.udecam.fr / Hugues@live.be
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6. 2020 – 2 « Predictions »
about Media Future
Les Invasions Barbares L’Empire Contre-Attaque
• Content is Dead • Content is the Real Value
• End of Hollywood vs • Media Companies promote
Google TV & empower their content
• Commodity News through Social &
• Conversation are values Interactivity
• Digital Aggregators are • Both form of media
winers consumption co-exist
• « Press » is restructured
(even if the main content is
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7. Challenges
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8. More!More!More!
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9. More ! More ! More !
Media
(Complex) (Diversified) Outputs &
& Digitalisation
Studies Sales Model KPI’s
Supports
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10. A Wider Range of Media
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11. Digital Integrated in Real Life
66 41HAVAS MEDIA
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12. New Business Model & Partners
Not only in « Online »
MEDIA
Buyers Sellers
DATA
Buying
• Trade Currencies / Performances
• Bidding
• Real Time
Buyers Sellers
Classical Mediaplanning Behavioural Targeting +
Real Time Optimization
Negociation Real Time Bidding
« emplacemene » Buying Impressions / Time Buying
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13. Complexification (US)
New Business Model & Partners
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3/29/2011 :: 13

14. Multiplication of Studies Sources
CIM MDB CIM
Audimetrie Adex RIA
Sobemap
(TV sud) Metriweb Metriprofil
Cadres &
OFADI
CIM Aspemar
(TV nord)
Dirigeants CIM
Affichage CIM Radio
NNS
Radioscan
1951 1959 1971 1972 1985 1988 1992 1993 1996 1997 1998 1999 2000 2001 2002 2006 2010 2011
MediaMark Cyberscan CIM
CESBP Presse,
BMM
Cinema & Time Shift
Crossmedia PMPA Viewing
Première Net Observer
TGI Petite
commission Netsurf
BIM Audimétrie
CIM Presse
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Initiated by CIM

15. 2013 ?
Research Converges
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16. Media Agencies
Battlefield
&
Rules of Engagement
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17. Media Agencies
Competitive advantage (Porter)
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18. Media Agencies
Competitive advantage (Porter)
+/-90 % Media agencies
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19. Media Agencies
Competitive advantage (Porter)
Procurement
POC
Objectives
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20. Multiplicaton the contact points
…. And their objectives
Long term vs Short Term
Branding
Engagement
Sales
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21. Procurement vs Casino
http://domdelport.posterous.com/casino
« La schizophrénie
propre au système à
double commande :
marketing d'un côté,
procurement et direction
d'achats de l'autre.
Parfois ces deux entités sont en phase tant sur le
principe que sur la finalité de lancer une
compétition,
Media Agencies Added
Values ?
parfois ils s'opposent 1. Foster Partnerships
frontalement, 2. Market Maker
Attitude
ouvertement laissant les agences dans la 3. Consider the value
désagréable condition d'une boule de
on Short/long Term
flipper, qui rebondirait au gré de la
procédure, de réunion en réunion, de HAVAS MEDIA & Multiple
bumper en bumper, de tableur excel en interconnected

22. Media Agencies
Competitive advantage (Porter)
Consultancy
+
Multiple
Brokers
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23. HAVAS MEDIA 23

24. Media Agencies
Competitive advantage (Porter)
Media
Representative
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25. Decode / Quantify & Qualify
Promote
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26. HAVAS MEDIA

27. 4 Ways to Create Intangible Value
Havard Business Review - Norm Smallwood
Build Value
Through People &
Articulate a Organization
Compelling
Invest in Core Strategy : Envision
Competencies: the Future
Keep Promises Money where your
Deliver Constant & strategy is
Predictable Results
HAVAS MEDIA

28. 4 Ways to Create Intangible Value
Havard Business Review - Norm Smallwood
Build Value
Through People &
Articulate a Organization
Compelling
Invest in Core Strategy : Envision
Competencies: the Future
Keep Promises Money where your
Deliver Constant & strategy is
Predictable Results
HAVAS MEDIA

29. Foster Credibility with Partners
Mutual Comprehension
• Invest Time (25% of our time is
spend with media(reps))
Develop « ad hoc » projects
• Products & Research
Develop the value of cross-channels
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30. Integrate On/Off Data
`Multiple KPI’s
TV
Web
CRM Adserver
Analytics
Data clients Data ad
Data site
« Data fusion » « Data fusion »
Mesure unifiée - Déduplication des données
Intégration de données, tant on que off line
Analyse avancée pour optimiser les campagnes
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31. 4 Ways to Create Intangible Value
Havard Business Review - Norm Smallwood
Build Value
Through People &
Articulate a Organization
Compelling
Invest in Core Strategy : Envision
Competencies: the Future
Keep Promises Money where your
Deliver Constant & strategy is
Predictable Results
HAVAS MEDIA

32. Media (Communication) Agencies
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33. Media (Communication) Agencies
Mobile Social
Marketing Mass Media
IPTV
Display
360°
Bidding
Platforms
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34. Core Business ?
QUANTI & QUALIFY
PLAN
INTEGRATE
GLOBAL
CLIENT BUY
COM
CHANNELS
MANAGEMENT
NEEDS HAVAS MEDIA

35. 4 Ways to Create
Intangible Value
Build Value
Through People &
Articulate a Organization
Compelling
Invest in Core Strategy : Envision
Competencies: the Future
Keep Promises Money where your
Deliver Constant & strategy is
Predictable Results
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36. We can no longer
Silo « Media » !
P O E
PUBLICITÉ DANS MÉDIA SITES WEB , OPINION DES PROCHES,
(TV, INTERNET, RADIO, POINTS DE VENTE. BOUCHE À OREILLE,
AFFICHAGE, PRESSE) OPINION INTERNAUTES
MAILINGS, E-MAILINGS. (BLOGS, FORUMS),
RÉSEAUX SOCIAUX.
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37. Obvious ! Yes, but …
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38. Obvious ?
When Everything Is Media …,
What’s the real Value
of Media?
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39. HAVAS MEDIA France – POE Study
« Vous êtes en contact avec cette marque
à travers essentiellement :
P O E
PUBLICITÉ DANS MÉDIA SITES WEB , OPINION DES PROCHES,
(TV, INTERNET, RADIO, POINTS DE VENTE. BOUCHE À OREILLE,
AFFICHAGE, PRESSE) OPINION INTERNAUTES
MAILINGS, E-MAILINGS. (BLOGS, FORUMS),
RÉSEAUX SOCIAUX.
HAVAS MEDIA

40. MÉDIAS PAYANTS GAGNANTS
Havas Media POE Study
2010,
EN FRANCE,
LES MÉDIAS PAYANTS
(PAID) RESTENT LES
PLUS EFFICACES
AVEC 60 % DE
L’IMPACT TOTAL,
DEVANT LES MÉDIAS
PRIVÉS (OWNED) 30 %
LES MÉDIAS PUBLICS P O E
(EARNED) SCORENT À
10 %.
30% 10%
60%
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41. O Owned
33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED)
VIENNENT DES SITES
DE MARQUES,
67 % DES POINTS
DE VENTE PHYSIQUES.
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42. E Earned
19 % DE L’IMPACT
DES MÉDIAS PUBLICS (EARNED)
VIENNENT DE l’ OPINION
INTERNAUTES,
WEB SOCIAL,
81 % PROVENANT
DE L’OPINION DES PROCHES,
DU BOUCHE À OREILLE,
L’INTERLOCUTEUR, PROCHE
OU PAS, DEMEURANT PLUS
IMPORTANT QUE LE CANAL.
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43. P O E
EN % PAID OWNED EARNED
Alimentation 90 3 7
Boisson 88 3 9
Automobile 74 8 18
Distribution 54 41 5
NTIC 64 21 15
E Commerce 29 62 9
Banque 62 28 10
Assurance 87 9 4
Hygiène Beauté 80 9 10
Luxe 75 12 13
Sport 75 15 10
Médias 27 64 9
Digital 17 67 16
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44. 60% 30% 10%
Marque 2011
Paid Media Owned Media Earned Media
Brand Attention Brand Engagement Brand Affinity
Impact Platform Conversations
Marque dit Marque fait dit de la Marque
COHERENCE?
Marque 20XX
? ? ?
HAVAS MEDIA

45. 4 Ways to Create
Intangible Value
Build Value
Through People &
Articulate a Organization
Compelling
Invest in Core Strategy : Envision
Competencies: the Future
Keep Promises Money where your
Deliver Constant & strategy is
Predictable Results
HAVAS MEDIA

46. ‘We are what we sell’
Digitaly Infused agency !
Messenger
94%
• Please follow us on twitter : HavasMediaBru
Facebook
• Our Lord Mayor on Foursquare:
92%
LinkedIn
86%
Twitter
78%
Série 1
Smartphone
44%
Foursquare
25%
Tablet
22%
Blog
11%

47. As a Conclusion …
Strategy
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48. Insist,
Improve,
Invent !
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49. Continously Improve
Buying Power
Consider and quantify every buying model
Foster Partnership
Link to Multiple KPI’s & Stakeholders
objectivess
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50. Insights
& Data Management
Translate Research all the way to Insights
From Data Grabbing to Actionable Tools
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51. Account Management
(POE) Know-How
Buyers become Experts
Complexity & Advice Integration
Integrate a POE advice (Comparison &
Currency)
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52. Thank You !
… More ?
http://www.facebook.com/pages/Havas-Media-Belgium/
www.rey.be
Hugues.rey@be.havasmedia.com
HAVAS MEDIA