Grp media bytes what's next - 06122011 2

What’s Next ?
GRP MediaBytes Cycle 2011
Tuesday 6th of December

Hugues L. Rey

1
mardi 6 décembre 11

2020 – 2 « Predictions »
• UDECAM – 2010 / 5:31

• +... Japan Tsunami-Heartquake / Arabic
Springtime / Belgian Crisis / Euro Crisis
• http://www.youtube.com/watch?v=3yZOABWF5Ec
2


2020 – 2 « Predictions »

• Les Invasions L’Empire Contre-Attaque
Barbares •Content is the Real Value
• Content is Dead •Media Companies
• End of Hollywood promote & empower their
vs Google TV content through Social &
• Commodity News Interactivity
• Conversation are •Both form of media
values consumption co-exist
• Digital •« Press » is restructured
(even if the main content
3 is digital)

Challenges


What’s next - Challenges ?
• 4 Screens ... at least. Entertainment Please !
• SoLoMo - Let’s Summerize ...
• From 2.0 to 3.0 - Objects & Semantic
• Paid.Owned.Earned Integration: Digital
Impact the global Marcom Process
• Advertisng Model Shift. Measurement. More
Data ?
• As a Conclusion: NewNext Job ? &
Structure: What’s My
Organisation

5

4 Screens ...
Entertainment - Usability - Added Value

6

Multiple screens


Multiple screens
x


Multiple screens
x
Convergence of content


Multiple screens
x
X


Multiple screens
x
X
Individual cast


The web is dead ? ;-)

8

Social
media
usage
is
exploding,

but
video
is

a
bigger
story
!

While
member
communi:es
(like
Facebook)
have
been
garnering
impressive

audience
numbers
for
the
last
ﬁve
years,
video
audiences
have
been
growing

at
meteoric
rates


Organize & Prioritize

10


66 %
11

> 1% of the campaings …


“I feel stupid,
and contagious.
Here we are now.


46% of the users would like to combine TV & Online
(14-26 yo: 60%)
29% are frequently online while watching TV
Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.

CONFIDENTIAL 14


More tags ?

Over 60% of Connected TV Households
Use TV Apps at Least Once per Week
(7/11)

• Shipments of connected TVs with integrated TV applications will grow by an
average 36% over the next ﬁve years.

• TV apps are not the primary reason for purchasing connected
TVs.

• Adoption of online video streaming services, such as Netflix,
does not increase the propensity to purchase online video
content.

16

Hulu vs Hulu+
17

Belgacom Movie Me +
Samsung

18

In
2011,
Families
will
convert
Media
Rooms
into

Social
Media
Rooms!

Equipped
with
wireless
key
boards,
iPods,
gaming
devices,

Pandora
playlists,
your
favorite
YouTube
Videos
and

Google
TV!


Get Glue
www.getglue.com
20

SoLoMo
LoMoSo
MoLoSo

21

Twelp Force: Cuca
22

Coca-cola village
Connecter le monde virtuel au monde
• Chaque été, Coca-Cola • Des bornes « like » présentes
organise un summer camp en devant toutes les attractions
leur permettait de
Israel. Au programme: Music, communiquer sur leur profil
friends & fun. les activités qu’ils appréciaient.
• Le concept: Ils pouvait également s’auto-
tagger sur une photo prise par
• http://www.youtube.com/ un photographe.
watch?v=xUv0GU5rfHg
• Tous les participants se sont • Les résultats: une expérience
équipés d’un bracelet innovante en temps réel
électronique muni d’une puce pour les invités et leurs
RFID contenant leurs contacts Facebook qui a
identifiants Facebook. permis de l’exposition et de
• Pendant toute la durée du l’interaction avec la marque
camp, les teenagers présents • 35.000 posts/updates par jour
pouvait via des bornes
interagir sur leur profil • 1.500 bracelets activés
Facebook en temps réel. • La page la plus populaire sur
Facebook avec plus de 80.000
amis

23

Personal Branding ?
www.klout.com
24

2012 - SoMe: ROI
25

2012 - SoMe: ROI
26

Social

• Not Facebook Only
• Impacts all activities of Enterprise
• A Tool, not «The» Objective
• KPI’s are still to be ﬁxed
• Connect with the real world (1)
27

Device penetration

Among the following telecommunication devices, which one do you own?

Wave 1 Wave 2 Wave 3

95 %
GSM 92 %
88 %

13 %
Smartphone 19 %
26 %

11 % Smartphone will
Netbook 12 % progressively replace
16 % the classical mobile
phone.
2% Big increase for
Digital tablet 3% Digital Tablet
11 %

0% 25 % 50 % 75 % 100 %

n:1072 (wave 1)
n:1067 (wave 2)


Purchase intent
Among the following telecommunication devices, which will you
acquire in the coming months?
n:1072 (wave 1)
n:1067 (wave 2)
Wave 1 Wave 2 Wave 3 Classical GSM is now
obsolete.
Digital Tablets register
the most important
growths
15 %
15 %

12 %
11 %
11 % 11 %
10 %

7% 7%
8%
6%

4%
4%

1% 1%
1%
0%
GSM Smartphone Digital tablet Netbook


Brand penetration of Smartphones

What brand of Smartphone do you use most often?
(Only one answer possible)

Wave 1 Wave 2 Wave 3

31 %
Nokia 21 %
18 %

27 %
Samsung 22 %
26 %

17 %
Iphone 19 %
22 %

12 %
HTC 20 %
15 %

10 %
Blackberry 8%
10 %

2%
Sony-Ericson 5%
3%

1%
LG 1%
4%

1%
Other 5% Based on Smartphone users / n:202
3%

0% 10 % 20 % 30 % 40 %


Data Usability – ex: Flipboard

Augmented Reality
… is the zero click interface" (Anselm Hook)


http://www.youtube.com/watch?v=uGGlvNKm9RE

33

http://www.youtube.com/watch?
v=tb0pMeg1UN0&feature=player_embedded
34

Mobile
• 26 % Smarphones Users
• Look behond the I-Phone
• Mobility vs Usability - Think about the
consumer, not the device
• Save Time vs Waste Time
• Connect with the Real World (2)
35

v=jzIBZQkj6SY&feature=player_embedded
36

Integrate with Field action & Mass media

37

Mobile + Local
• Tesco QR code store : Let the store
come to the people
– In Korea, Tesco (named Homeplus over there) launched an innovative virtual store that
made the most of the fact that their customers dreaded having to do the weekly shop,
as it ate into the little spare time that they had in their hectic lifestyles. They
introduced virtual stores in subway stations that allowed people to shop directly via
their smartphones. They put up billboards that reﬂected the real products on the shop
shelf, with QR codes next to each product. By simply scanning the product, it was
instantly added to your mobile shopping cart and you could then complete the
transaction via your smartphone.

http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded

38

Local

• Issues Solving
• Close to mobile
• DOOH
• Connected with the real live (3)

39

From 2.0 to 3.0
Semantic & Objects

40

Web 3.0 Web x.0
Semantic / Objects Web Meta Web

Web 1.0 Web 2.0
The Web Social Web

Degree of Social Connectivity


Web 2.0 was/is about participation

Portable, personal web, focused on the individual, on
lifestream, on consolidating content, and which is
powered by widgets, drag and drop, and mashups of
user engagement.

cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/


“Web
2.0”
?
–
6
Rules
!
Harnessing
the
collec:ve
intelligence

Lightweight
programming
models
(Mash
Up,...)

Unique,
hard-‐to-‐recreate
data
sources

Above
the
level
of
single
device

The
web
as
plaZorm

Leveraging
the
long
tail
through
customer
self-‐service


I
tunes
&
the
long
tail
How
big
?
5
billion
in
2010
…

This
is
no
rumor,
because
Apple
has
just
announced
that
iTunes
Store's

customers
purchased
and
downloaded
more
than
5
billion
songs,
while

the
iTunes
Store
also
has
the
largest
music
catalog
online,
with
over
8

million
tracks.
Even
more,
the
iTunes
Store
is
now
ren:ng
over
50,000

movies
daily,
turning
it
into
the
most
popular
movie
store,
too,
with
a

catalog
of
over
20,000
TV
episodes,
over
2,000
ﬁlms,
of
which
over
350

are
available
in
HD
quality.


Spo:fy
–
Freemium


Au second trimestre 2011, 51 %
de la musique dématérialisée
a été consommée sur Internet
contre 49 % en
téléchargement.


Portability: Multi-Device + Cloud


Portability: Lisfestream Integration


Memolane
http://memolane.com/site
52

The Johnny Cash Project invites fans to recreate
every single frame of the video using a fairly
rudimentary online painting tool

GRP MEDIA SCHOOL 2010/2011 - «Mediabytes, a survival package for the digital journey»


http://www.eurobest.com/winners/2011/media/entry.cfm?
entryid=2032&award=99&order=5&direction=1&page=1

54

New
horizons

Web 3.0 refers to a third generation of internet-based
services that collectively will allow the emergence of

the Objects / Semantic web.

cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/


Smart Device + Social Sharing

56

http://www.youtube.com/watch?v=1DHZwSOVKBY

57

v=VaNzbCtxtcY
58

v=iiCv_7RxBh8&feature=player_embedd
59

Gamification
• Is the use of game design techniques[1] and mechanics to solve
problems and engage audiences.

• Typically gamification applies to non-game applications and
processes (also known as "funware")[2], in order to encourage
people to adopt them.

• Gamification works by making technology more engaging[3], by
encouraging users to engage in desired behaviors[4], by showing a
path to mastery and autonomy, and by taking advantage of humans'
psychological predisposition to engage in gaming.[5]

• The technique can encourage people to perform chores that they
ordinarily consider boring, such as completing surveys, shopping,
filling out tax forms, or reading web sites

60

Gameﬁcation
61

Gameﬁcation
62

v=AmKwF_Si734&feature=player_embedded
63

Paid.Owned.Earned
Integration

64

PAID.OWNED.EARNED

P O E

ADVERTISING IN MEDIA (TV, OPINION OF FRIENDS &
WEB SITES, FAMILY, WORD-OF-MOUTH,
INTERNET, RADIO, OUTDOOR, POINT OF SALES.
PRESS) SOCIAL NETWORKS

MAILINGS, E-MAILINGS, OPINION OF SURFERS
(BLOGS, FORUMS)
TRADE EXHIBITIONS,
PRESS COVERAGE
SPONSORED EVENTS


O 80 => 530 M $
(dt 235 M en TV)

P SOV x 2 vs MC CAIN
(1/3 last month)

E 1 million Facebook and
MySpace fans
68

+ 142 060 Facebook fans
E

+ 0,72 %

70

+
E 1,76 M Facebook fans
+ 9%

71

DOMINANCE
OF
PAID
MEDIA

2011,
IN BELGIUM,

PAID MEDIA REMAIN
THE MOST EFFICIENT
WITH 58% OF TOTAL
IMPACT

BEFORE THE EARNED
MEDIA AT 25 %

OWNED MEDIA ARE
SCORING AT 17 %.

P O E

58% 17% 25%
72

Global
Media
Performance


O
MÉDIAS
PRIVÉS

33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT
DES SITES
DE MARQUES

67 % DES POINTS
DE VENTE PHYSIQUES

74

E MÉDIAS
PUBLICS

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.

75

N I
C O P O E

BRANDS EXPOSURE PAID OWNED EARNED
AVERAGE
SECTOR 55% 14% 30%
Google 51% 21% 28%
Coca
Cola 67% 9% 25%
Facebook 51% 18% 31%
Microsog 57% 15% 28%
Loterie
Na:onale 64% 11% 25%
Apple 53% 13% 33%
Nike 65% 10% 25%
Disney 64% 11% 25%
Quick 65% 7% 29%
Dell 63% 11% 26%
HAVAS
MEDIA


O

Owned (site) vs Unique Visitors
Iconic

HAVAS
MEDIA
Based on volume of OWNED
Source : Comscore

E

Earned (opinions) vs Social Monitoring
Iconic

HAVAS
MEDIA
Based on volume of EARNED
Source : SYSOMOS

Burger King’s online story
Online
High
Presence

Channels

Engagement
Xbox games

Subservient
Low chicken

Owned Media

2007

Online
High
Presence

Sponge Bob
Channels

Engagement
Xbox games

Whopper freakout

Subservient The
Low chicken cavalcade

Owned Media Paid Media

2007 2008

Online
High
Presence
The BK Lounge

Sponge Bob
Channels

Engagement
Xbox games

Whopper
sacriﬁce
Whopper freakout

Subservient The

Owned Media Paid Media Earned Media

2007 2008 2009

Online
High
Presence
on
ays
The BK Lounge
Alw
Sponge Bob
Channels

Engagement
Xbox games

Whopper
sacriﬁce
Whopper freakout

Subservient The

Owned Media Paid Media Earned Media

2007 2008 2009

http://www.youtube.com/watch?v=IhF6Kr4ITNQ

• Linkable & Uploadable 8 minutes
movie

• 5 M views in streaming

• 14 M views on youtube

• Kick off with Tv campaign

• 100 parodies on youtube


Advertising
Model
Shift
(More data)
81

More
!
More
!
More
!

Media (Diversiﬁed
Digitalisa: (Complex)
Outputs
&

&
)
Sales

on Studies KPI’s
Supports Model

HAVAS
MEDIA


A
Wider
Range
of
Media

HAVAS
MEDIA


• Selon le directeur général de l'Organisation
mondiale de la propriété intellectuelle
(Ompi), une agence de l'ONU basée à
Genève, Francis Gurry, les journaux
traditionnels sur papier auront disparu
dans le monde d'ici 2040 et seront
remplacés par des supports numériques.

• C'est une évolution, ce n'est ni bien, ni
mal, il y a des études qui annoncent leur
disparition pour 2040, aux Etats-Unis ce
serait pour 2017".

84

Mul:plica:on
of
Studies
Sources
CIM MDB CIM
Audimetrie Adex RIA
Sobemap (TV
sud) Metriweb Metriprofil
Cadres &
OFADI
CIM Aspemar (TV Dirigeants
nord)
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 Presse,
CESBP Cinema &
BMM PMPA
Time Shift
Crossmedia Viewing
Première Net Observer
TGI Petite
commission CIM Netsurf
BIM Audimétrie
Presse

HAVAS
MEDIA
Initiated by CIM

2013
?
Research
Converges

HAVAS
MEDIA
86


Example Beweb Re-Player
• 23 Belgian Top Sites
• 6.300.000 Bruto Contacts (99
GRP) (Capping 9)
•
• 737.800 netto contacts PRP
18-44 (Belgian)

• 50% of coverage (1 Week)

• Affinity (PRP 18-44) = 140
• Adapted to TV spots format
• 60% of full vision
• Effective Score 42 vs 22
(average)


35% of the viewers use the expanded
format


Integrate On/Off Data

TV

Web
Analytics CRM Adserver
Data site Data clients Data ad

« Data fusion » « Data fusion »

Mesure uniﬁée - Déduplication des données
Intégration de données, tant on que off line
Analyse avancée pour optimiser les campagnes


Mul:-‐criteria
op:miza:on


New
Organization
Structure
Jobs

91

Media Agency of the Future
New Job Descriptions ?
• TV Planner > Audiovisual Planner > Content Planner

• Digital Planner > DRM – Digital Relationship Manager

• Research Manager > Data Cruncher & Analyst

• Media Planner > MIM - Marketing Investments Manager

• Strategy Manager > P.O.E Manager

• … what’s next ?

92

“It is not the strongest of the
species that survives, nor the
most intelligent that survives.
It is the one that is the most Content vs
adaptable to change.” Support
C. Darwin (1809 – 1882)
Marketing vs
Communication

… but still, Figures
& Feeling


Let’s share …

+ 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@be.havasmedia.com
Blog: www.rey.be
Twitter / Foursquare: huguesrey
SlideShare: Yugs13
GRP MEDIA SCHOOL 2010/2011 - «Mediabytes, a survival package for the digital journey»
Linkedin: http://www.linkedin.com/in/huguesrey


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