View
1.212
Download
1
Category
Preview:
DESCRIPTION
Spotify : Ciblage et Comportement. Le comportement utilisateur au coeur de l’innovation publicitaire Où l’on se concentrera sur la façon dont on peut utiliser la data utilisateur pour affiner de façon exponentielle le ciblage publicitaire. Animation par Cédric Begoc, Responsable Commercial EMA Présentation donnée aux IV Rencontres Radio 2.0 Paris, le 13 octobre 2014 dans le prestigieux Studio 105 de la Maison de la Radio de Radio France. Info : www.RR20.fr Pour rester informé, suivez-nous sur : - Facebook : Radio 2.0 Paris - Twitter : @Radio_20 #rr20 - LinkedIn : Radio 2.0 Organisateurs : Nicolas Moulard / Actuonda, Xavier Filliol / Editions de l'Octet, Radio France, Ina Expert Partenaires : - Partenaires Platinum : Mediametrie, Limelight - Autres Partenaires : Music Story, Triton Digital, Targetspot, RCS, Spotify, Netia, Deezer, Kantar - Partenaires Média : La Lettre Pro de la Radio, RadioPub, Media +, Edition Multimedia, Satellinet, French Web - La Radio des Rencontres : Broadcast Associés, Radioline Avec le soutien du Ministère de la Culture et de la Communication, Geste, ESML, Syrol, Sacem, UDA-Union des Annonceurs, IRMA, Salon de la Radio, URTI Membres du Comité de Pilotage : Actuonda, Broadcast Associés, Deezer, Editions de l’Octet, Havas Media, INA, IndésRadio, irma, Kantar Media, Ministère de la Culture et de la Communication, MédiaMétrie, Orange, Radio France, Radioline, RFI, RTL, Sacem , Spotify Targetspot , Triton Digital, UDA-Union des Annonceurs, Warner Music France.
Citation preview
SpotifySpotifyCIBLAGE & CIBLAGE & CIBLAGE & CIBLAGE &
COMPORTEMENTCOMPORTEMENT
Cedric Cedric BegocBegoc // Creative ninja// Creative ninja
cedric@spotify.comcedric@spotify.com // @fifi_// @fifi_
500 avant J.CThèbes
« Achète-moi et tu feras une bonne affaire. »
Emile De Girardin
18361836
Création de la publicité média
Le storytelling n’estLe storytelling n’est
qu’une partie de la pub
Nous avons
besoin de
contextecontexte
9
10
11
12
13
14
15
16
17
18
Music is about Self
57% of Spotify users say they define themselves to a
great extent by the music they listen to
76%
100%
TV
Music
Music is an universal passion point
Which of these play a big role in your life, what can’t you live without?
34%
38%
39%
54%
60%
76%
Sport
Fashion
Video Games
Books
Films
TV
Source: Crowd DNA Research 2013
Life is made up of music moments
More than 50% of all activity on social
networks revolves around music
Source: Sounds Like Branding, 2010
Highly engaged music fans
105 mindaily time spent
listening
2BSpotify music objects
posted to Facebook
every month
30Mplaylists created
every week
Source: Spotify Confidential Global Data, August 2012
24Section name
Listening to online music is the first internet habit in the WorldListening to online music is the first internet habit in the World
55% Music , Movies & Games
49% Social Networking
33% Radio
28% Instant Messaging28% Instant Messaging
15% Watching TV
2% Online Gambling
Streaming has expanded the total amount of audio that people are consuming
Visibility on Spotify vs Traditional websites
Is the average percentage of unseen ads for
campaigns on traditional websites.Source: ComScore, June 2013
54%
100%100% is your visibility on Spotify. • We trigger ads only when the user is active on Spotify.
• We show only one ad format per page.
Your music tool kit
Audio+
Display
Homepage Takeover
Audio+ mobile
Average CTR0,69%
Your music tool kit
Audio+
Display
Homepage Takeover
Audio+ mobile
Average CTR0,69%
Your music tool kit
Audio+
Display
Homepage Takeover
Audio+ mobile
Average CTR0,17%
Your music tool kit
Audio+
Display
Homepage Takeover
Audio+ mobile
Average CTR1,52%
Ad targeting for everyone...
Geotargeting Time of day Music genreAge Gender
Spotify Knows Me Better Than I Spotify Knows Me Better Than I Spotify Knows Me Better Than I Spotify Knows Me Better Than I
Know MyselfKnow MyselfKnow MyselfKnow Myself
Future of Spotify Ads
Moving from targeting music genres to…
Targeting users based Targeting users based on their taste profile.
Socio-cultural targeting made easy.
Because I’m Api
Spotify
October 20, 2014
Because I’m Api
Cedric Begoc
@fifi_
Custom Operations
How Hetero?
39
Custom Operations
Ninja Turtles
41
Custom Operations
Kit Kat
43
44
Custom Operations
FFF
Facebook.com/Spotify.FrFacebook.com/Spotify.Fr
Custom Operations
Begin Again
spotify:ad:effa6d46006e4525ae79beb241753a29spotify:ad:effa6d46006e4525ae79beb241753a29
Custom Operations
Boost Battle
http://spotify-adidas.le-labo.net/playlist
Custom Operations
Palo Alto
http://palo-alto.le-labo.net/?mobile
Custom Operations
Levi’s
IV Rencontres RADIO 2.0 Paris
‘Les nouvelles frontières de la radio 2.0’
IV Rencontres RADIO 2.0 Paris
‘Les nouvelles frontières de la radio 2.0’
13 Oct. 2014 13 Oct. 2014 @ @ Radio France Radio France 13 Oct. 2014 13 Oct. 2014 @ @ Radio France Radio France
Partenaires Platinum
Nicolas Moulard
moulard@actuonda.com
Xavier Filliol
xavier@octet.tv
Organisateurs
Partenaires Gold La Radio des Rencontres
Recommended