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MEDIA (DIGITAL) TRANSFORMATIONMUST BE A ‘4 WINNERS’ GAME !
LET’S CREATE MEANINGFUL CONNECTIONS THROUGH DATA & CONTENT
HUGUES L. REYGenval 8th of September 2016
NICE TO MEET YOU
1968 – Ixelles (BE) – Married to GenevièveSolvay Business School 1992 CEO Havas Media Group BeLux (2010)25 years of experience in communication agencies (WPP/IPG/Havas)Active in digital marketing since 1996Founding father of Interactive Advertising Bureau (IAB) (1998)Centre Information Media President (CIM):
Internet (2000-2011)TV (2011-2013)Strategy (2016 - …)
Teach Marketing at SBS (2006 - …) + International MarComActive Blogger: I’m A Bridge – www.huguesrey.comFollow me on twitter + Instagram: @huguesrey
INSTAGRAM @HUGUESREY
3
HAVAS MISSIONDESIGNED FOR TODAY & TOMORROW
Our aim is to be the world’s best companyat connecting brands with people using
creativity, media and technology
5
Setting the SceneTurbulence is the new norm …& is full of opportunitiesThesis + Case studies
Combine Data & Content is key to develop meaningful connectionsConclusion
Media (Digital) Transformation must bea ‘4 Winners’ Game
TURBULENCE IS THE NEW NORM !1
… AND IS FULL OF OPPORTUNITIES
Entertainment Industry Transportation Industry IoT Industry
Travel & Hospitality Industry
Social Media IndustryE-Commerce Industry
$47 B Market Value $40 B Market Value $3.2 B Market Value(A Google Company)
$22 B Market Value
Source: angel.co as on 08/27/2015
$242 B Market Value $172 B Market Value
Uber, the world’s largest taxi company owns no vehicles, Facebook the world’s most popular media owner creates no content, Alibaba, the most valuable retailer has no inventory & Airbnbthe world’s largest accommodation provider owns no real estate
SOFTWARE IS DISRUPTING ACROSS ALL THE INDUSTRIES
HUMANDATA DRIVENCOMMERCIAL
OFFER
HUMANALGORITHMDESIGNCONTENT
WE LIVE IN AN ORGANIC WORLDWHEN 2.5 BILLION PEOPLE ARE CONNECTED
ON THE SAME PLATFORMS
DATA IS EATING THE
MARCOM INDUSTRY
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Data (& Content) leads the Hype Curve
IN 2017, X% OF THE ADVERTISING WILL BE PROGRAMMATIC
IT‘S NOT ABOUT BLIND AUTOMATION OF PUSHING MORE BAD CONTENT
ON NEW STACKS THROUGH A PIPELINE
LESS VOLUME, BUT BETTER QUALITY R.O.I. MULTIPLIED
16%57%
84% 96%
43%
Budget Traffic Conversion
Programmatique Comportemental
Traditionnel socio-démo x3
COMMUNICATION (STILL) MATTERS
13
THE RISE OF AD-BLOCKING
14
DO YOU DISLIKE ADS ?
MAJORITY AGREE ADS ARE MORE INTRUSIVE & PREVALENT TODAY
17
18
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VALUE PERCEPTION & MONEYTIZATION
Most people would not care if 74%of brands disappeared
Less than28%of brands notably improve our quality of life
TRADE OFF WITH BRANDS IS WEAK
THERE IS LITTLE VALUE FOR PEOPLE IN THE CURRENT VALUE EXCHANGEWITH BRANDS
20
HAVAS � 4 � HEINEKEN
75%brands could disappear tomorrow
E. EUROPE
42%N. AMERICA 22%
LATAM
69%
31%W. EUROPE
MIDDLE EAST
79%
EMERGING ASIA
83%
36%DEV. APAC
50%of brands are trusted globally
TRUST IS WEAK
22
A “minimum” level of trust is necessary for consumers to allow brands play a role in their lives.
Brands that make a positive tangible impact on what matters to us significantly contribute to our lives.
Brands we care about are Rewarded with strong Attachment and deeper connections that, in turn, help reinforce trust.
“TRUST IS A PRE-REQUISITE FOR BRANDS TO DEEPEN CONNECTIONS AND BE ALLOWED TO PLAY A MEANINGFUL ROLE IN PEOPLE’S LIVES”
?Why do I care?
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TRUST IS NO LONGER ENOUGH…
UNDERSTANDING WHAT MATTERS
Personal wellbeingExploring how brands tangibly improve peoples’ lives
Collective wellbeingAnd the role they play in society
MarketplaceGoing beyond the product
MB INDEX = Brand Performance + Brand KPIs
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WHY DO I CARE ?
EARNING MEANINGFUL RETURNS
Value for the brand+ Share of Wallet + Marketing KPIs+ Financial value
Why do I Reward?
BUSINESS RETURNS
MEANINGFUL VALUE
FOR PEOPLEMeaningful
Performance
25
=
WHY DO I REWARD ?
CONSUMER = EVALUATE & SHARE
35%42%42%
70%92%
Ads (Average)
Editorial Content
Recommendation 'Framiliy'
TRUST
PROCTER & GAMBLE’S 3-STEP MARKETING MODEL IN 2005.
Stimulus 1st moment of truth
2nd moment of truth
At shelf – In a store Experience
Need for a product (by seeing an ad
etc.)
Consumer is at the shelf, in a store with a wide number of options to
choose from.
After purchasing the product, does the product live uptoexpectation. What is the
experience with that product
Source : Procter and gamble 2005
REVISED 3-STEP MARKETING MODEL BY GOOGLE/SHOPPER SCIENCES
Stimulus 1st moment of truth 2nd moment of truthAt shelf – In a store Experience
Zero moment of truthPre-shopping | i-store | In-Home
https://www.thinkwithgoogle.com/collections/zero-m oment-truth.html
Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. This online decision-making moment is called the Zero Moment of Truth — or simply ZMOT.
In a nutshellThe world is changingThe
consumer has changed
Media has changed
Agency needs to change
2DATA X CONTENT
TO DEVELOPMEANINGFUL
CONNECTIONS
HOW TO S.A.V.E. THE 4 P‘S?
Focus on SOLUTIONDefine offerings by the needs they meet, not by their features, functions, or technological superiority
Instead of PRODUCT
Focus on ACCESSDevelop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasizing individual purchase locations and channels
Instead of PLACE
Focus on EDUCATIONProvide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, PR, and personal selling that covers the waterfront
Instead of PROMOTION
Focus on VALUEArticulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins, or competitors’ prices.
Instead of PRICE
INSTEAD OF PROMOTION ...
Focus on EDUCATION
Provide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, PR, and personal selling that covers the waterfront
MEANINGFUL CONNECTIONS PLANNINGFUELED BY DATA AND CONTENT
• End to end measurement• 1st – 2nd – 3rd data source• Responsive communications• Across consumers and prospects
• More personalised• Brand led experiences• Targeted – Integrated – App
DATA DRIVEN
CONTENT POWERED
(MEDIA) AGENCIES ROLE EVOLUTION
TOP MEANINGFUL CONTENT & SOLUTIONS
Source: HMG Meaningful Brands 2015
% People world wide
Music Sponsor.
50% Social in-person Gathering
50%
52%
Entertain. content
52%
Customized experiences
53%
Life tracking Apps
Co-creation
53% 54%
Active living Events Contests
55% Intve. earning, skills
55% Apps to enjoy life
55% Personal.content
55%
Peer Reviews
56% Experts’ advice
58%
Live Cust. support
61%
Info to know
61%
Incentives & rewards
68%
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LIVE & SHARE ENGAGING EXPERIENCES
How?The Coach
A Better “You” A Better “World”
Entertaining, Social and Customized Experiences, Empowering Solutions & Apps that enrich lives
+ +
Supporting ideas through technology,to make a better global society
Why?
,
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NIKE COACHES PEOPLE TO ACHIEVE THEIRFULL POTENTIAL, MAKING EVERYINTERACTION COUNT
Br. Website&MicrositeBr. Profile social mediaBr. Youtube channelBr. Apps
Brand ExperienceMail/Email/SMS/MMSBrochure, catalogue or newsletter
Promos, coupons, merchandisingSamples
TVRadioNewspaperMagazineCelebrityCinemaOutdoor
Display (computer)Display (mobile devices)Online videoSearchProduct placementTV SponsorSponsor Events
Sponsor CSRSponsored blogsBranded ContentPOSPromotion (stores)Leaflets
Comparison websitesMedia CoverageArticlesConsumer reviews
Recomm. Friends&FamilySee-know othersRecomm. Experts
3
9
7
20PAID
OWNED
EARNED
SHARED
+39Touchpoints
Brand partnerships Co-branded loyaltyprograms, promos&discounts
Collaborative initiatives
TAILORING OSEP TOUCHPOINTS
HAVAS � 4 � HEINEKEN
UNDERSTAND KEY TOUCHPOINTS TO ENGAGE INTO A JOURNEY
38 Source: HAVAS Connect Global Wave (Total Beer Category)INFLUENCE ASSOCIATION
PAIDP
O OWNED
SHAREDS
EARNEDE
THE 5 AGES OF MEDIA DIGITALIZATION
39
Period
Promiss
Pre-Digital
Before1995
MassTarget
Web 1.0
1995 -2001
The 6th Medium
UserInteraction
Age
2002 -2010
Age of the
Prosumer
Data + Content
Age
2011 -2016
Data Driven
Phygital & A.I. Age
2015 - …
TransHuman
ACCELERATION ON INNOVATION
EMERGING TECH & ADVERTISING KPI
41
EmergingTech
ComKPI
Pre-Digital
ReachFreq.
Affinity
Web 1.0
WWW
CPMCPCCPA
UserInteraction
Age
SocialMobileLocal
Engage
Data + Content
Age
Programaticx
Native
OmniChannelConvert
Phygital & A.I. Age
IOTA.R.A.I.
Real Life Integration
AUDIENCE IS THE NEW REACH
Born in 1948Grew up in UKMarried 2nd Time2 ChildrensSuccessful in
BusinessWealthy
Of WALES Prince
Of DARKNESS Prince
IN A CHANGING WORLD YOU NEED A FUTURE- PROOF FRAMEWORK
Insight Cookie ID
Preparing you for planning addressable media
How do we access and manage
consumer data across OSEP?
How do we arrive at a single view of the
customer?
How do we manage buying across all
consumer touchpoints?
How do we deliver the optimal customer
experience on all channels?
4 KEY CHALLENGES
1 2 43
Listen Identify Engage Personalise
Data BuyingID Content
METADSP
TRAFFICREAL USERS
EXPERIENCEUSER EXPERIENCE
IMPACTINVESTMENTEFFICIENCY
CONTEXTBRAND SAFETY
COMPLIANCEQUALITY PLACEMENTS
ACROSS ALL VENDORS AGNOSTICALLY
DISPLAY DSPS
OOH DSPS
PRINT DSPS
AUDIO DSPS
VIDEO DSPS
DISPLAY INVENTORIES
OOH INVENTORIES
PRINT INVENTORIES
AUDIO INVENTORIES
VIDEO INVENTORIES
AGNOSTIC ARCHITECTURE IS THE FUTURE OF BUYING
CDJ&DATAMANAGEMENTPLATFORM
CDJ&DATAMANAGEMENTPLATFORM
OPTIMIZE, EVOLVE WITH DATA
Data is the cornerstone of the modern business’s ability to innovate, right down to how it uses its workspace
STELA – STORY AND EVENTS ANALYTICS” — NYT
Stela: In-house analytics dashboard with the goal of makingaudience engagement data easy to find, simple to understand,and even fun to use.
LANTERN – EDITORIAL ANALYTICS DASHBOARD FOR THE NEWSROOM
The goal:Bring data into the
newsroom in a clear, practical way.
Aim is to demystify data and empower the journalists in real time.
Interfaces for filtering and accessing massive data
BOTS AND AI
3CONCLUSIONS
MEDIA (DIGITAL) TRANSFORMATION
MUST BE A 4 WINNERS GAME
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MEDIA
ADVERTISER
AGENCY
CONSUMER
CONSUMER
#Experience#Tradeoff#unpollued
ADVERTISER
#ROI#Transparancy#lessismore
MEDIA
#premium#yieldmanagement#unsoldinventory
AGENCY
#adedvalue#datamagementvalue#DMV
#experience#tradeoff#unpollued
#adedvalue#datamagementvalue#DMV
#premium#yieldmanagement#unsoldinventory
#ROI#transparancy#lessismore
Some of the 4 winners keywords !
