Réussir sa stratégie média : les nouvelles solutions digitales
Cam
ille
Olli
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Dir
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Co
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erci
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Ad
join
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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
aud
Fau
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Dir
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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