data & communication agencies think, use, transform!
TRANSCRIPT
DATA & COMMUNICATION AGENCIESTHINK, USE, TRANSFORM !
HUGUES L. REYBrussels - 25th of November 2016
HAVAS MISSION
Our aim is to be the world’s best companyat connecting brands with people using
creativity, media and technology
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A. Setting the Scene
ECO-SYSTEM UNDER PRESSURE
B. Thesis
THINK – USE – TRANSFORM …TO UNLEASH THE DATA POWER
C. Conclusion
A 4 WINNER GAME
TURBULENCE IS THE NEW NORM !
… AN ECO SYSTEM UNDER PRESSURE
A
71% 73% 74%
THE BRAND’S PARADOX: DISCONNECTION BECOMES THE “NEW NORMAL” IN AN INCREASINGLY CONNECTED WORLD
2011 2013 2015
+ 50,000 People+ 300 Brands
15 markets
+ 130,000 People+ 700 Brands
23 markets
+ 300,000 People+ 1000 Brands
34 markets
%of brands people would not care if they disappeared
THE RISE OF AD-BLOCKING
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71% 73% 74%
INCREASING PRESSURE FOR ALL MARKETING TO BE PERFORMANCE MARKETING
2011 2013 2015
~ 60% of spend shifting to
“performance” demanding a more
fluid model of buying and creativity.
71% 73% 74%
SIX THREATS TO THE AD AGENCY MODEL (AND BRANDS)
2011 2013 2015
CONTENT CREATORS SPEED ROBOTS
PROCUREMENT EGO TRADITIONS
UNLEASH THE DATA POWER FOR A COMMUNICATION
AGENCYB
EMERGING TECH & ADVERTISING KPI
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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
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$$$
Advanced TV
Online Video
Display
Search
Social
Digital OOH
Landing Experiences
Direct Channels
Consumers
Merchants
Drive Awareness
Retailer Distribution
CROSS-CHANNEL MEDIA EFFECTIVENESS
Social Signals
Business data, e.g. orders, registrations, revenue etc.
Other open & proprietary data: government incentives,
market forecast, surveys…
Web / Mobile site
Search intent
Real-TimeBuying TeamsData Management
Platform
Where?(Media)
Who?(Audience)
Frequency Management Verification
DeliveryAudit
Creative
Segmentation
Modeling
Forecasting
Profiles
Day part Media Channel
MEDIA INTELLIGENCE PLATFORM
DATA RESULTSACTIVATIONAUDIENCE
Offline MediaAudience data1st party (client data)2nd party (partner data)3rd party (observed data, Experian, Acxiom, IXI…)
Web / Mobile site
SMART ONGOING EXPERIMENTATION & TESTING
DMP
Programmatic Desks
STANDARD OPERATING SYSTEM FOR A BRAND
CHANGING THE WAY WE INVEST
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
1 THINK COMMUNICATION
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M E R C I
2 USE DATA SMARTLY
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M E R C I
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« Choose for the other one, nothing else »
A MODEL BEYOND SIMPLE TARGETING
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Extended sociodemo and lifestyle selection criteria
Proven selection based on a customer segmentation and look-a-
like scoringShow different messages to
prospects, loyal clients, new clients,…
MULTI-CHANNEL retargeting (e-mail, direct mail, social)
Direct link to the advertisers CRM
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Display
Paid SocialMix formats
Prospection
3rd party data Amazon
Search
Gmail
RON
Contextual
Landing Page
Facebook: Look-a-like
Facebook:Custom Audience
Retargeting
Look-a-like
Target: Nespresso Intentionalist
• Awareness +175%
• Consideration +240%
• Penetration on target +195%
handing out
55.000 packs
OP P
3 TRANSFORM MEDIA OFFER
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KNOWLEDGE OFCATCHMENT AREAS
Definition of the optimum catchment zone for each
store/mall
Analyze ways of living and buying. Study information
touchpoints
KNOWLEDGE OF CUSTOMERS
KNOWLEDGE OF OOH OFFER
Define local media efficiency powered by data
C CONCLUSION :A 4 WINNERS GAME
MEDIA
ADVERTISER
AGENCY
CONSUMER
CONSUMER
#Experience#Tradeoff#unpollued
ADVERTISER
#ROI#Transparancy#lessismore
MEDIA
#premium#yieldmanagement#unsoldinventory
AGENCY
#adedvalue#datamagementvalue#COMxTech
#experience#tradeoff#unpollued
#adedvalue#datamagementvalue#DMV
#premium#yieldmanagement#unsoldinventory
#ROI#transparancy#lessismore
Some of the 4 winners keywords !
