Inspirational Original Thinking Event - Mindshare Belgium 15.05.2014
14
Shazam Session Key Takeouts • Be in contact with the 3 rd Belgian installed app • TV advertising tagging to EMPOWER consumers to ENGAGE beyond 30 seconds… • Future – Media solutions – Auto shazam – Live sounds More info? Frédéric De Cooman Sales Team Manager Belgacom Skynet Advertising Mobile : + 00 32 (0)474 71 71 69 E-mail [email protected] 10% of worldwide music selling Predictive engine on next Music hits Audio Recognition techno that allows you to embed every possible sound in order to link this sound to a Mobile content on your 2 nd screen
-
Upload
mindsharebe -
Category
Marketing
-
view
270 -
download
2
Transcript of Inspirational Original Thinking Event - Mindshare Belgium 15.05.2014
Shazam Session
Key Takeouts
• Be in contact with the 3rd
Belgian installed app
• TV advertising tagging to EMPOWER consumers to ENGAGE beyond 30 seconds…
• Future – Media solutions
– Auto shazam
– Live sounds
More info?
Frédéric De Cooman
Sales Team Manager
Belgacom Skynet Advertising
Mobile : + 00 32 (0)474 71 71 69
E-mail [email protected]
10% of worldwide music selling
Predictive engine on next Music hits
Audio Recognition techno that
allows you to embed every possible
sound in order to link this sound to a
Mobile content on your 2nd screen
Twitter Session
Key Takeouts
More info?
Bert Marievoet
@bertmmi
Twitter is the social soundtrack
of TV : 40% of all Twitter traffic
around peak time is about TV.
Twitter increases brand impact
from TV advertising with
stronger message association
and higher purchase intent.
We’re moving from a world
where we plan campaigns for
the future, to one where we plan
for and adapt campaigns to the
moment.
Twitter is the only public,
conversational, live platform.
3 paths for brands to enjoy the
combination of TV and Twitter:
- Brands can promote premium
short form content exclusively on
- Twitter enables brands to target
the right audience, based on their
TV conversations, over multiple
weeks.
- Brands can extend their TV
commercial to reach their target
audience, even when they are not
watching tv.
Audience Buying (Xaxis) & Performance Marketing (Quisma):
The Future of Digital Advertising?
Quisma offers performance solutions
for all Group M agencies, using
multi-channel conversion attribution,
optimizing campaigns in real-time..
Xaxis is a Group M company helping
agencies and their clients using data and
technology to reach and engage with
audiences at scale
Key Takeouts
• Adaptive Marketing
• Audience Buying
• Performance Attribution
• Data & Technology
• Real-time Buying &
Optimization
• Leveraging Group M’s
scale
More info?
Frederik Dooms
GroupM Belgium
Engagement Manager Xaxis & Quisma
Office: +32 2 678 24 81
Adaptive Marketing Session
Key Takeouts
• There are only 2 sources of
competitve advantage
– faster insight, faster action
• What data are we adapting to?
• Creating new adaptive brand
experiences
• How to have an Adaptive
Marketer’s mindset
• Rules of the road
More info?
Firstname Lastname
Company
Job Title
+32 X XXX XX XX
More info?
Tim Elton,
Chief Strategy Officer
Mindshare Global
Our clients know that the only way for
their brands to win is to adapt and
innovate ahead of the competition. They
need to be Adaptive Marketers
Mindshare’s role is to use the data we
have to find actionable insight to drive
faster, more effective marketing
innovation to help our clients’ brands win
More info?
Catherine Ducamp Mindshare
Audiovisual Manager
+32 2 678 24 31
ARC Session (Bridge between TV & pre-roll)
Key Takeouts
Situation
• Audience TV keeps increasing
• Video online consumption grows
fast
Challenge
• How can we take advantage of
this situation?
• How can we combine both?
Solution : ARC
• Incremental reach
• Budget improvement
ARC - Audiovisual Reach Calculator -
is a Mindshare’s proprietary tool
developed to calculate the
complementarity of Offline (TV) and
Online (preroll) video.
Online Video is seen as an extra
channel that must be taken into
account in our Video channel mix.
Improve
Budget
Improve
Reach
Smart Data Session
Key Takeouts
• Its not about Big Data – it is all
about Smart Actionable Insights
• Available data is impacting the way
we work in media
• Data managers should be a part of
any media team
• The Loop facilitates fast adaptation
of actionable insights
• Fast access to smart data provides
us to new and easy ways to get
closer to consumers and really
engage with them
More info?
Firstname Lastname
Company
Job Title
+32 X XXX XX XX
More info?
Alex Stil ,
Head of Digital EMEA
Twitter : @alexstil
Consumers are sharing more and more
information with friends , the world and
brands. More than ever we can learn more
about consumers . In Real time.
One of the key challenges our clients face is
understanding how to really extract the
maximum value out of the data available.
Mindshare’s role is to facilitate our clients
and work with them turning data into smart
actionable insights to drive faster, more
effective marketing and improving overall
our clients media & marketing ROI.
Google Session
Key takeouts
The New Multi-screen World:
Understanding Cross-platform
Consumer Behavior
• What is the role of smartphone
for the nowaday consumer?
• Exclusive preview of Google
Glass by Augnition: How to boost
your business using mobile and
wearable technologies such as
Google Glass.
More info?
With an expanding galaxy of different connected
screens and devices, we can safely say that access
to the world’s information on-demand is an
important part of consumers lives now and for the
foreseen future.
At the core of this shift is the growing smartphone
connectivity which gives customers the ability to
engage with your business any time, and the
expectation is that your brand is there. Today,
already 38% of our daily media interactions occur on
a smartphone. What is the role of smartphones for
the nowadays consumer? And what can we expect
to change for businesses with the launch of Google
Glass in the near future?
Are you ready for multi-screen? Because the
Belgian consumer is.
Ernst-Jan van Leeuwen
Industry Manager Branding
+32 473 99 5321
In The Pocket Session
Key Takeouts
• Beacons are the most efficient
way to boost app usage at the
right time and place
• Beacons allow you to know the
user’s exact (indoor)
location, which can be
leveraged for relevant
interactions
• Trade promotion, couponing,
loyalty and POS marketing
will change dramatically in
2014/15 because of beacons
More info?
In The Pocket is a leading Mobile
Agency in Europe.
Mobile is growing beyond the
smartphone and tablet to all kinds of
connected devices. This is called the
“Internet of Things”.
Among the many hyped IoT
technologies, beacons is the most
relevant and promising for advertisers.
Beacons are cheap and low-powered
bluetooth chips that can wake up apps
on the consumer’s smartphone and
that allow for precise location
detection.
This technology holds a vast
opportunity for retail marketing,
loyalty, couponing, field marketing,
trade fairs, billboards, etc…
Jeroen Lemaire / Jan Deruyck
In The Pocket
[email protected] - [email protected]
+32 9 23 34 25
Microsoft : A Connected Story
Key Takeouts
• Mobile = Cloud
• 82% estimate connected objects are
useful and may facilitate their lives
• 74% thinks tablets and smartphones
should interact with connected objects
• 54% expect brand will know when to
address them – Timing is everything
• The consumer is the audience : linear
purchase funnel model is dead, it’s all
about the journey
• The notion of mass-connecting w/ our
audience must evolve and tend to be
sequential
• Technology is reshaping advertising,
so…find the right partner and fast
More info?
From technological trends to consumer trends,
advertising is changing and must evolve to
meet his multi-connected audience.
As a technological company, Microsoft has lots of
data/ insights about what the consumers wants and
does. That’s why the company evolved from a
product centric model to a consumer centric model.
The Future is very exciting and has never been more
personalized. Touching the consumer and finding the
right audience at the right time has never been more
challenging…
Benjamin Sekkai
BU Lead – Microsoft
Sarah Boeraeve
Account Executive – Microsoft
The importance of insights Session
Key Takeouts
• Synergies between media are
enhanced and continue to
increase
• Driven by media industry,
consumer’s tendency to get the
most out of their media moments
(multi-consumption experience)
• This implies that content will
become more important than
ever
• Define business opportunities,
set up the right KPIs, be adaptive
& stay tuned with all the partners
will be key to remain relevant &
successful
With the rise of digitalisation, boundaries
between traditional & new media are getting
blurred.
By using proprietary research studies
(Mindreader), studies bought by WPP (BMM) and
by combining deep understanding of
• media touchpoints
• consumer behaviour
• brands
the Business Planning Department provides
you useful insights.
More info?
Aline da Silva Santos
Mindshare
Business Planning Manager – Strategy
+32 2 678 25 31
What is it?
Using an online survey in countries across the
world, Mindreader allows us to get an idea of
both media habits and lifestyle of digital
consumers around the globe.
What Mindreader surveys:
• Media : Frequency, Love, Attention, Content
• Digital & Technology : Technology devices,
Digital activities, Location
• Lifestyle & Attitudes : Personality, Trust,
Concerns, Attitudes
• Leisure, Wellbeing & Interests : Sports,
types of leisure, wellbeing & interests
• Decision making : for the grocery shopping
and 27 product categories
What is in it for me?
Information and insights regarding:
• How people feel about 19 touchpoints & 35
types of media content
• Which of 18 technology devices people own
& at which frequency they conduct 32
online activities
• What are people’s attitudes & personality,
the biggest concerns facing them, the
evolution of their standard of living, their
level of trust in 16 institutions or media
• Which of 27 sports and 13 types of leisure
do people appreciate and which are the
most activities done to improve their sense
of wellbeing
Method
• Sample of 18-65 years is recruited based
on age and gender to be representative of
the online population in each country.
1001 people in Belgium (523 Dutch
speaking + 478 French speaking)
• We weight data to online population
figures using numbers of people who have
used the internet in the last 30 days, again
based on age and gender
• The questionnaire (to choose either in
French or in Dutch) is self-completion with
respondents given reward points in
exchange for their time
• Questionnaire median length : 36 minutes
Output
• Insights presented with graphs & tables
• Integrated in strategy recommendation
Mindreader Detailed information
• More Info?
• Contact your Client Manager
Brigitte Gilson
Mindshare
Business Planning Director – Insights & Information
+32 2 678 25 13
BMM Detailed information
Method
• A solid data collection method: single
source (two waves), self-administrated
online questionnaire, large representative
sample (n=4.082) of Belgian population
18-64 years. Up-to-date fieldwork from
Summer 2013.
• Fieldwork
• “Media” questionnaire
• “Brands” & “People” questionnaire
• Split run in 3 matched
samples
• Food, drinks & retail
• House, health &
beauty
• Durables,
communications &
services
Output
A PowerPoint recommendation which can
include:
• Media consumption
• Brand Awareness
• Brand Usage vs. Brand Attitude
• Brand Recommendation
• Attitudes & Statements on target
• Geographical maps based on amount
• Create clusters from available data
What is it?
BMM starts where the CIM survey ends by
providing richer descriptions of people,
relevant segmentations of 1000+ brands and a
broader approach to media touchpoints.
GroupM has a license for two extra surveys.
• Socio-Cultural attitudes: A series of
attitudinal and lifestyle statements, covering
a large range of socio-cultural topics. This
study gives you the possibility to create
typologies or to recreate international
segmentations.
• The Digital Consumer: A segmentation of
internet-users developed fot the global
Digital Life Survey and a segmentation of
social online media users.
What is in it for me?
Information regarding:
• Brands: awareness, attitude,
recommendation/WOM, usage, purchase
frequency, shopping location
• Media: Equipment, devices and media
touchpoints
• People: socio-demographic profile, socio-
cultural profile, digital consumer
BMM allows you to find relevant targets and to
understand them better.
• More Info?
• Contact your Client Manager
Brigitte Gilson
Mindshare
Business Planning Director – Insights & Information
+32 2 678 25 13
Programmatic Buying Session
Key Takeout's
• Agency has always been a trading desk
• Programmatic buying will be about 50% in
2017 and all media will be
• Programmatic is not about real time
bidding only
• Agency has always been the gate keeper
of your data and your investments
• A trading desk is about efficiency,
optimization and data
• New terms but same purpose and same
role of the agency
• We move from research to real time
• Size matters and if you have more
budgets you have more data
• Trading remains highly important
• Our transparent and disclosed model is
called Bright
Social Media Session
More info?
Key Takeouts
Social Media Revolution
- Key facts
- Some figures
- etc.
3 Trends from Major
Social Media actors
1. Facebook : Organic reach
collapsing
2. Is Google+ really dead?
3. LinkedIn Publisher, a business
based on content
WebVeille – Social Intelligence
0470.920.196
