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11 key learnings for the future of mediabuying [HUBDAY Replay]

11 key learnings for the future of mediabuying [HUBDAY Replay]

Par : HUB Institute
23 avril 2015
Temps de lecture : 10 min
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One week after HUBDAY Future of Mediabuying, we are providing a complete replay of the interventions of the best experts of the market. This replay will give you meaningful insights and key figures on the ever-changing universe of mediabuying. The definition of media buying considerably evolved over the past several years. The arrival of new technologies and new players have modified tremendously the value chain. How to better address the techniques and tools of mediabuying? How to, in the digital era, optimise marketing campaigns to improve efficiency? All the answers below with the speakers and sponsors Appnexus, TF1 Publicité, RadiumOne, Union des Annonceurs, SRI, UDECAM, Offremedia and the MEDEF. You have appreciated or unfortunately missed this conference? Join us on the 21st of may for the next conference dedicated to the future of CRM & DATA: HUBDAY Future of CRM & DATA

#1 - PANORAMA OF MEDIABUYING TRENDS

The advertising market has faced big changes over the past several years. It seems that " customer usage" is at the heart of the decisions in terms of mediabuying strategies. Understanding what the consumers are doing and not what they are asking, will enable the brands to find their potential customers. Whereas the French home are equipped with 6 screens on average and that 77% of the french web surfers have watched at least one video on a mobile since January 2015, the brands should definitely think "mobile first". New formats are bringing dynamism to advertising markets: Videos, social networks, "native advertising"... Pushed by the phenomenal growth of smartphone usage and offering new perspectives in terms advertising contextualization. Nowadays, 8 marketers out of 10 are using native formats. For Michel Juvillier, media monetization expert and founder of Juvillier Conseil, the 3 trends for the future of mediabuying are: predictive data, visibility guarantee and audience buying. Find the complete intervention of Michel Juvillier in the video replay. [button href="https://www.youtube.com/watch?v=l9MRHL8nHW0" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  [button href="http://fr.slideshare.net/hubinstitute/hub-institute-future-of-mediabuying" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare [icon icon="file"][/icon][/button]  

#2 - THE COMMUNICATION VALUES

Technological innovations have deeply affected the mediabuying habits and the way the brands are communicating. They need to build a new ecosystem of brand in order to foster the confidence and engagment of the consumers. The numbers of touchpoints are growing and the need of return on investment depending on the different channels are becoming even more important. That's why the agency have nowadays this role of accompanying the brands. They need to create communication campaigns that generates value and engagement. For Jean Luc Chetrit, president of UDECAM, this value will come from the new talents, transparency and from the contribution. [button href="https://www.youtube.com/watch?v=O7g7YZgyx3c" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  [button href="http://fr.slideshare.net/hubinstitute/udecam-nouveaux-challenges" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare [icon icon="file"][/icon][/button]  

#3 - EFFICIENT ADVERTISING: UNDERSTANDING THE CONSUMERS BEHAVIORS

The basis of today's communication is efficiency. Lots of tools have emerged in order to ease the measurement of the advertising efficiency, but as well to improve the targeting of brands. Indeed, an add delivered in the right context is more efficient to attract consumers. The broadcasting of contextualised advertising has become a challenge for TV, thanks to their IPTV offer. The study of TV behavioral consumption is now possible and offers new perspectives to content broadcasters to propose advertising space ever more targeted and qualitative. There are strong links between contextual television and its advertising elements. We can therefore analyse the consumer behavior of an audience depending on the programme being broadcasted. Today, the data is enabling the brands to get an efficient targeting and to get closer of the consumers. According to Laurent-Éric Le Lay, President and CEO of TF1 Publicité, we must set up tools to ease media-buying and encourage its development. Reminder of the precursor role of TF1 Publicité with their ONEDATA solution: "World premiere offer of programmatic video on IPTV". [button href="https://www.youtube.com/watch?v=SlwvU8_yhvs" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  

#4 - THE NEW CHALLENGES OF DATA AND PROGRAMMATIC

The management of the data coming from advertising campaigns has become a major challenge for the brands. Supported by new players of mediabuying ecosystem, like trading desks, programmatic marketplace... the way to approach a new campaign has dramatically changed. Media briefs do not contain more information on the different channels, coverage, frequency, but focus on an important number of KPI's that the brand needs, with the perspective of optimising its digital campaigns. They are helped by the DMPs (Data Management Platforms), that enable the brand to deliver ultra personalised ads to prospects. Erwan Le Page, CEO of Audience Square, Lucas Riedberger, Digital Optimization Lead at Microsoft France, David Baranes, Country Manager Southern Europe for Appnexus and finally Marie Le Guével, General Manager of Amnet, 4 players of the chain value of the digital media space have gathered to explain us the new challenges of data & programmatic and the role of each player in the ecosystem. [button href="https://www.youtube.com/watch?v=hF8a5lzWkdM" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  

#5 - BRAND PERFORMANCE : FROM DATA INSIGHTS TO ROI

The actual ecosystem is divided between media planning and audience planning. Indeed, because of the audience fragmentation and of the numerous touchpoints, it is important for the brands to have a unified vision of the customer path. This vision enables the brands to engage with consumers at the best moment and therefore better spark his interest. Consequently, developed tools need to measure this mix of branding and performance: "Brandformance". Frédéric Bellier, Managing Director France of RadiumOne, Antoine Levêque, Brand Communications Director of Groupe Pierre & Vacances Center Parcs and Fabien Scolan, Advertising director of Leboncoin.fr, mentioned these major challenges of the understanding of the behaviors to maximise the brand effiency. [button href="https://www.youtube.com/watch?v=zr42GTZDT6s" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/leboncoin-ope-spe" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare Leboncoin [icon icon="file"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/radiumone-brandformance" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare RadiumOne [icon icon="file"][/icon][/button]  

#6 - ADVERTISING NEEDS TO PROMOTE AN EXPERIENCED USER

The major challenges of today's advertising is to offer the best return on investment while enhancing the targeting. Brand Content is of particular importance, as it enables the brands to justify their advertising investment. Personalising communication by working on the problematics of visibility and customer advertising experience has become fundamental. Indeed, advertising needs to be part of the customer experience and needs to provide better developed content, or more personalised, thanks to the use of programmatic. Communication is today "customer centric". Pierre-Jean Bozo, general director of UDA and Arthur Millet, president of SRI discussed with Vincent Ducrey, HUB Institute co-founder, around the new media challenges for 2015 for brands and the advertising agencies in an ad delivery context where the brands need to differentiate themselves to strengthen their relation with their customers. [button href="https://www.youtube.com/watch?v=KlSVBl_RV0w" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/uda-mediabuying-programmatic" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare[icon icon="file"][/icon][/button]  

#7 - "ONE TO ONE" AND PERSONALISED EXPERIENCE

The Data is representing an unique opportunity for the companies but understanding it, is far more complicated. An intelligent usage of the data needs an implementation within the companies, through training projects. Encouraging uptakes and the understanding at all levels is a matter of decompartmentalization. Only then, the data gathering, analysis and understanding of the results will enable the brands to develop their "one-to-one" marketing strategies. An individualised and tailored approach to improve customer loyalty. Catherine Gotlieb, Media Director at Volkswagen Group, came to share her experience in setting up a data oriented marketing strategy. [button href="https://www.youtube.com/watch?v=oHnkn8dEv-8" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  

#8 - THE EXPLOSION OF VIDEO ADVERTISING

Video is the advertising format that is experiencing the biggest growth at the moment: + 65 % of investment in 2014. It benefits from the change in the usage, as more and more web surfers are watching videos on their smartphone or tablets. The video, by its interactivity and thanks to the content that it offers, encourages greater attention of the consumers. Video has therefore a greater impact on the consumers. However, to keep this advantage, video tends today to develop itself on premium. The content and the diffusion context, but also the format appear as the major criterias that should be taken into account to optimise the video diffusion. Elisabeth Cialdella, Marketing Director at M Publicité, Hicham Berrada, General Manager France of Teads.tv and the president of OffreMedia, Thierry Amar share here their vision on the video format challenges. [button href="https://www.youtube.com/watch?v=DK830YSxPs0" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button]  

#9 - RTB COMES TO OUT-OF-HOME DISPLAYS

RTB (Real-time bidding) is a model of display buying enabling to adjust the supply and demand automatically through a bidding system. It rapidly grew as the reference buying model. Designed for classic display transactions, RTB is today coming to DOOH (Digital Out of Home). Urban Display takes another dimension by displaying adapted and targeted advertising messages, for a better impact. Gerard Moussault, Managing Director at Cadreon at IPG Mediabrands, came to present the first RTB out of Home campaign ever realised, set up in Netherlands for Coca Cola. Discover in exclusivity this innovative marketing operation during his HUBDAY intervention. [button href="https://www.youtube.com/watch?v=rpqIGLDxEKM" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/ipg-mediabrands-dooh-rtb" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare[icon icon="file"][/icon][/button]  

#10 - OPTIMISATION MECANISM OF MARKETING CAMPAIGNS

In the digital era, we have experienced the emergence of numerous tools based on behavioral analysis of web surfers. That's what Full Performance is offering to improve conversion rates and return on investment for marketing campaigns. According to Olivier Ricard, CEO of Full Performance, "13% of conversion sequences take more than 300 days". It is therefore really important to follow and analyse the data on the long term reasons behind sale success and cart abandonment. Based on this observation, Full Performance has been proposing for 10 years now "to introduce long term analysis of marketing campaigns". Back on video on the different optimisation mechanism through a business case. [button href="https://www.youtube.com/watch?v=Rf2p3bN41oI" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/full-performance-business-case" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare[icon icon="file"][/icon][/button]  

#11 - CREATIVITY TO SUPPORT PERFORMANCE

For this last intervention of HUBDAY Future of MediaBuying, let's make way to startups with Thomas Plessis, Co-Founder & CEO of DIM SUM ENTERTAINMENT, explaining how creativity can be a major vector of performance for brands. "The brands that are gradually transforming themselves into media will soon become talent scouts". The relation between agencies and brands is now a cooperative relation. Content and storytelling are today the elements that enable the brands to differentiate themselves in an ever more saturated advertising ecosystem. Discover the vision of Thomas Plessis thanks to the replay. [button href="https://www.youtube.com/watch?v=3IGUqOjNIac" target="blank" css_classes="tiny_button regular_text button_red center"]Replay Video [icon icon="youtube"][/icon][/button] [button href="http://fr.slideshare.net/hubinstitute/dim-sum-acdemy-talents-network" target="blank" css_classes="tiny_button regular_text button_red center"]Slideshare [icon icon="file"][/icon][/button]  
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