the new web advertising
DESCRIPTION
The new frontier of advertising? It could be better? May be.TRANSCRIPT
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NEWSPAPERS : THE END…
SERIOUSLY ?
Dominique DELPORT Chairman Havas Media France & Havas Media UK
Global Managing Director Havas Media Group
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STOP THINKING NEWSPAPERS ARE DEAD
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… ESPECIALLY THE JOURNALISTS!
Source : Ross Dawson, futureexploitation.net
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NEWSPAPER INDUSTRY FACING PROFOUND CHANGES
DIGITALIZATION AND MONETIZATION
CONTENT
DIVERSIFICATION OF FUNDING SOURCES
LOWER STRUCTURE COSTS
FOCUS ON OFFER AND QUALITY CONTENT
AUDIENCE & GLOBAL BRAND
REBUILD SHAREHOLDING
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1BN+ PEOPLE INTERCONNECTED THROUGH SOCIAL & MOBILE PLATFORMS AUDIENCES NOW THE MEDIA
YOUR READERS NOW THE MEDIA
WE LIVE IN AN ORGANIC WORLD
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WE ARE ALL IDENTIFIED BY OUR IP ADDRESS, GEOLOCATION
AND REACHABLE 24/7 PER MILI-SEC GEOGRAPHY AND TIME ABOLISHED
WE LIVE IN AN ORGANIC WORLD
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VILLAGES ARE GLOBAL
WE LIVE IN AN ORGANIC WORLD
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CONTENT IS FLUID & CIRCULATES FREELY
WE LIVE IN AN ORGANIC WORLD
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5 REASONS TO EXPECT A BETTER FUTURE
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01THE RISE OF THE
GLOBAL MIDDLE CLASS
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MIDDLE CLASS PROJECTED GROWTH01
Source : OECD, Jana, 2013
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EMERGING MARKETS HAVE IMPORTANT SPENDING BUDGET
Source : OECD, Jana, 2013
01
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RISE OF MIDDLE CLASS IN CONSUMPTION01
Source : OECD, 2013
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CHINA UPPER MIDDLE CLASS CONSUMERS WILL TRANSFORM THE NATION
๏ China’s new middle class is divided into different generations, the most striking of which we call Generation 2 (G2) ๏ It comprised nearly 200 million consumers in 2012 and accounted for 15 percent of urban consumption and in ten years’ time,
their share of urban consumer demand should more than double, to 35 percent
01
Source : The magnitude of China’s middle-class, McKinsey & Company, 2013
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AFRICA’S GROWING MIDDLE CLASS
๏355 million (34% of the African population) in 2010 to 1.1 billion (42% of the African population) in 2060 ๏Today, Africa is the most dynamic continent with a mobile penetration rate of 100%
01
Source : Canback Global Income Distribution Database, Mckinsey Global Institute
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AFRICA : MOBILE-FIRST CONTINENT IN 2020
Source : Courrier International, October 2013
๏ According to World Bank, between 2000 and 2012, number of mobile phone subscriptions spent in Africa - 137 to nearly 650 million, as in USA and Europe
๏ Used mobile banking terminals or Internet access, promoting economic and agricultural development
๏ Orange Finance : 8m subscriptions
๏ Kenya : M-Pesa telecoms 14.6m active users in March 2012 (3 out of 5 Kenyans) with more than 650m transactions per month
01
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02MOBILE FIRST
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MOBILE1ST
SCREENTV 2ND
SCREEN
02
Source : Millward Brown, 2014
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freemium model : 10 free articles per month unlimited content : 7 for $99 per month
Morning Briefing & Our Picks apps A handpicked feed of stories
02
NY TIMES NOW : 2 APRIL 2014
BECOME MOBILE FIRST
NY TIMES OPINION : 4 JUNE 2014Unlimited access to the NYT Opinion App +
NYTO section on NYTimes.com 99¢ for the first 12 weeks & $1.50/week thereafter
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ALL SOCIAL PLATFORMS BECOME MOBILE FIRST 02
Source : Comscore, * December 2013, Age 18+
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ONLINE NEWSPAPER READERS GROWING RAPIDLY
Differences in digital reach across the newspaper titles. Half of The Guardian’s and The DailyTelegraph readers are now based purely online whereas The Times has just 3% digital only
reach thanks to its pay wall.
DIGITAL
02
% who read print only
% who read digital only
Source : NRS PADD period July 2011 to June 2012
43% 54% 54%
81% 91% 91%
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PRESS ONLINE : THE END OF GOOGLE DEPENDENCE 02
Source : Buzzfeed 2013
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The Atlantic (U.S. magazine) doubles the size of its writing since 2009 and making money since 2010. In five years, through social, its online traffic jumped 80% with more than 25 million unique visitors per month without compromise quality of content. The reasons for successes :
02 PRESS ONLINE : THE END OF GOOGLE DEPENDENCE
๏ recruit new talents ๏ work like a start-up, lean production ๏ know your audience ๏ mobile first
๏ use data and social media ๏ organize events and training ๏ develop brands ๏ create video content
Source : The Atlantic president M. Scott Havens, SXSW 2013
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02 PRESS ONLINE : THE END OF GOOGLE DEPENDENCE
“It’s become very, very clear to me that digital trumps print, and that pure digital, without any legacy costs, massively trumps print.” David G. Bradley, the owner of the Atlantic Media Company
Source : The Atlantic president M. Scott Havens, SXSW 2013
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MAGAZINES : INCREASING POTENTIAL FOR REVENUE 02
Source : Veronis Suhler Stevenson Communication Industry Forecast 25th Edition, 2011-2015
Digital and mobile revenues include spending on the title-related online and mobile extensions of print publications. It includes advertising and content spending, such as subscriptions, apps and online reviews.
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SERVICE DELIVERED - BEYOND PAPER02
TV GUIDE MOVED TO DIGITAL PROGRAM SCHEDULE
TVGuide.com attracts some 16.5 million monthly visitors and the smartphone and tablet apps reach about 2.5 million users
Source : CBS 2013
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02 SERVICE DELIVERED - BEYOND PAPER
VIRTUAL TV ZAPPER
Source : TV GUIDE 2013
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02 INCOME SOURCES EVOLVING
FREEMIUM A combination of free and premium contents. The most popular
business model on Internet. Several varieties with a similar base : a limited part and a full access part, fees for access to
both.
SUBSCRIPTION Provides access to an offer or benefit (yearly/monthly) with regular payment period. This system has been used by press
and mobiles but today is increasingly digital.
MICROTRANSACTION The principle : payments are small sums to promote repetition
and impulse buying. Very common in image/ringtone sales and many apps/mobile games.
CLOUD COMPUTING The principle : the customer pays for time spent or number of
logins, the amount of downloads, e.g pay per minute with Skype credit or Paypal fee for each transaction.
AFFILIATION A type of performance-based fidelity marketing where a business rewards one or more affiliates for each visitor or
customer that participates.
ONLINE ADVERTISING First source of income for websites.
But increasingly difficult to make it a single source of income, because it requires very high traffic.
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02 TRANSITION FROM A NEWSPAPER TO A DIGITAL PUBLICATION
Source : NYT report, March 2014
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02 NYT PAYWALL SUCCESS
Total revenues increased 2.6 percent in the first quarter of 2014, with advertising revenues up 3.4 percent and circulation revenues up 2.1 percent. The Company added more net digital subscribers in the first quarter of 2014 than in any quarter in
2013. The total number of paid digital-only subscribers at the end of the first quarter was approximately 799,000, an increase of 39,000 compared with the end of the fourth quarter of 2013.
Source : NYT investors, April 2014
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TRUST IN DIGITAL : PRESS ONLINE INCREASE
La Presse newspaper (Canada) launched La Presse+, a free iPad app $40-million bet on a new tablet platform that it hopes will replace its newspaper over three years.
02
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03MOST
POPULAR WRITING
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NEW SUPPORT, NEW CONTENT : ADJUSTING THE EDITORIAL PURPOSE
LONG KNOW-HOW POLLSTER & EDITOR
THINK VIDEO YOUR REPORTERS ARE YOUR MEDIA
YOUR READERS HAVE TALENT EVENT YOUR PROGRAMS
03
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DEVELOPING STRONG AND SINGULAR EDITORIALS : DIFFERENT KNOW-HOW03
CREATE NOVELIZATION WITH SOLID AND CONSISTENT CONTENT
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CONFIRMING EDITORIAL AMBITIONS : POLLSTER & LAYOUT PERSON03
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THINK VIDEO03
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YOUR REPORTERS ARE YOUR MEDIA03READER SUBSCRIPTIONS TO SPECIFIC JOURNALISTSJOURNALIST AS THE BRAND
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03 YOUR REPORTERS ARE YOUR MEDIA
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A NEW GENERATION OF EXPERTS TO EXPAND YOUR ECOSYSTEM
03 YOUR READERS HAVE TALENT
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03
400 bloggers - correspondents are paid by click
YOUR READERS HAVE TALENT
Source : Forbes, 2014
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03 YOUR READERS HAVE TALENT
Source : Forbes, 2014
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EVENT YOUR PROGRAMS03CULTURE SECTION IN THE UK'S SUNDAY TIMES PROMOTED BY PULLING TOGETHER SIX ICONIC
MOMENTS CAPTURED IN SINGLE SHOT MOMENTS IN 50 SECONDS
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04DATA EXPLOITATION DRIVING BUSINESS
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WE LIVE IN A BIG DATA WORLD04
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04 WE LIVE IN A BIG DATA WORLD
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WE LIVE IN AN ALGORITHMS WORLD04
MARKETING
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THE GUARDIAN, 1ST worldwide media who have launched data-journalism in 2009
04 NEW WRITING FORMS : THE DATA-JOURNALISM
MAKING SENSE OF DATA - ENGAGE READERS (CROWDSOURCING)
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STAGING INFORMATION TO HIGHLIGHT KEY UNDERSTANDING
04 NEW WRITING FORMS : THE DATA-VISUALIZATION
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04 NEW WRITING FORMS : THE DATA-VISUALIZATION
#MH360
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14 segments 25% with ratio > 140%
04 NEW MARKETING OPPORTUNITY : KNOWLEDGE OF FINE-GRAINED TARGET
Selected Internet user profile characteristics reveal a very strong correlation with the sales conversion rate. This able marketers to build highly differentiated Web user segments, with best performance.
Source : Mckinsey, 2013
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05INNOVATION &
AGILITY
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05
A MAGAZINE BECOMES AN ECOSYSTEM MEDIA
THINK MILLENNIALS
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05
YOUTH UNEMPLOYMENT IN SEVERAL EUROPEAN ECONOMIES IS DISTURBINGLY HIGH, WITH RATES OF UP TO 40% : WHOSE NEWSPAPER IS HELPING THEM ?
Source : Eurostat 2013
THINK MILLENNIALSEUROPEAN YOUTH UNEMPLOYMENT
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INNOVATE TO SIMPLIFY THEIR READING
APPLICATION FOR CONVERTING AN ARTICLE INTO AUDIO
APPLICATION FOR CONVERTING AN ARTICLE INTO VIDEO IN 5 SECONDS
05
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USE HIGH TECHNOLOGIES TO SHARE INSTANT INFORMATION05
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PERSONALIZE & SOCIALIZE05
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PERSONALIZE THE PAPER VERSION
Meganews, a newspaper vending machine with Internet access, prints in real-time a copy of the magazine you have selected. You purchase your magazine through screens on the kiosk and pay by credit card. It only takes two minutes from making your
purchase until a freshly printed magazine drops down the hatch. Consumers can choose from over 200 magazines and newspapers - reduces publishing and distribution costs. (Sweden)
05SELECT, SET, PRINT
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PERSONALIZE YOUR OWN NEWSPAPER05FROM WEB TO PAPER
PaperLater lets you save the good stuff from around the web and enjoy it in a newspaper made just for you. When you find yourself on something you’d prefer to read in print, just press the ‘Save for PaperLater’ button in your browser. When you’ve got enough articles, hit print and we’ll automatically layout, print and ship you a newspaper. It’ll be on your doorstep in a few
days. It’s quick and easy and only £4.99. (UK)
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NEWSPAPERS ARE USEFUL05UMBRELLA NEWSPAPER
It rains a lot in Ecuador and that could be a problem even for EXTRA newspaper, during rainy season we printed a special edition that comes with a plastic film on its cover making it waterproof. Compared to last year, same season, circulation
increased 12%.
MOSQUITO REPELLENT NEWSPAPER
Mawbima is one of Sri Lanka’s most popular newspapers has created the Mawbima Mosquito Repellent Paper to fight against Dengue,
printed using an ink containing a bug-repelling ingredient. Even with a bigger print run, the paper sold out by 10am - a sales increase of 30%
and the newspaper's readership increased by 300,000.
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FOR ALL : UPGRADING WHAT WORKS 05!
DIGITAL NEWSPAPER HOLDER PIMPING A LO-FI SUPPORT WITH TECHNOLOGY - SHOWING PEOPLE THE VALUE OF REAL-TIME NEWS SERVICES WHILE READING THE PRINTED EDITION
(GERMANY)
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05 FOR ALL : UPGRADING WHAT WORKS
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ENDING OF THE DECLINIST