Poe 2013 21 6 2013
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« En 2013, le top 25 des marques les plus présentes dans la vie des Belges apporte une nouvelle démonstration de la transformation digitale de notre société », Hugues Rey, CEO, Havas Media Belgique. La montée des marques digitales (4 dans le top 5) - le maintien des marques locales (7 dans le top 25) L’analyse du Top 25 des marques les plus présentes dans la vie des Belges (classement basé sur le score d’exposition perçu par les 15-64 ans ) nous confirme qu’une marque sur deux est une marque digitale ou ICT. Mieux, le Top 5 est constitué quasi exclusivement de marques digitales ou technologiques (Google, Microsoft, Facebook et Nokia), à l’exception de Coca-Cola qui se classe quatrième. Les marques locales se distinguent également, en présentant 7 dans le Top 25 : Belgacom, Côte d’Or, Spa, Proximus, Colruyt et Delhaize. La même analyse menée sur la cible 15-34 ans nous rappelle que Facebook et Apple sont plus plébiscitées par les jeunes générations. Certaines marques font leurs apparitions ou progressent de façon exemplaire: Kellog’s, Danette, Peageot, Senseo et Garnier. La sentence est malheureusement négative pour Spa et Proximus
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Poe 2013 21 6 2013
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- 3. Public PERCEPTION of EXPOSURE TO BRANDS PAID MEDIA EARNED MEDIA OWNED MEDIA EVOLUTION 2012 • Analysis of different sectors • 114 brands / 10 sectors EVOLUTION 2013 • A wider range of sectors • 254 brands / 22 sectors LAUNCH in 2011 • Field in 2 waves • 100 brands / 10 sectors
- 4. INTERVIEWS Online field conducted by AQRate in March
- 5. « pls indicate the frequency at which you see, read or hear something about the following brands » : NEVER RARELY SOMETIMES OFTEN
- 6. Adver8sing in media (TV, Internet, Radio, outdoor, print) Brochures, (e-‐)mailings Promo8onal giGs, trade fairs Sponsored events Opinions of friends and family, word of mouth Opinions of surfers (blogs, forums, community networks, etc ...) Press coverage Web Site, facebook page of the brand Point of sale Catalogue or magazine of the brand You are exposed to this brand through the following
- 7. 7 TOP 5 MEDIA PERFORMANCE Ranking based on perceived exposure score on 15-‐64
- 8. 8 TOP 10 MEDIA PERFORMANCE Ranking based on perceived exposure score on 15-‐64
- 9. 9 TOP 10 MEDIA PERFORMANCE North incl. Media Brands Ranking based on perceived exposure score on 15-‐64
- 10. 10 TOP 10 MEDIA PERFORMANCE South incl. Media Brands Ranking based on perceived exposure score on 15-‐64
- 11. 11 TOP 10 MEDIA PERFORMANCE 15-‐34 Ranking based on perceived exposure score on 15-‐64
- 12. Top 20 MEDIA PERFORMANCE 15-‐34 vs. 15+ Ranking based on perceived exposure score
- 13. 55% 22% 23% PAID MEDIA STILL WIN THE RACE 2013 2012 59% 19% 22% 2011 average of 100 brands 2012 average of 114 brands 2013 average of 254 brands 2011 58% 17% 25%
- 14. P O E 55% 22% 23% 2013 2012 53% 24% 23% 2011 average of 100 brands 2012 average of 114 brands 2013 average of 254 brands 2011 58% 17% 25% POWERFUL OWNED CHANNELS of the MEDIA BRANDS 2013 without media brands 52% 25% 23%
- 15. AdverZsing Direct MarkeZng Sponsoring & events
- 16. Brand websites and facebook pages Physical Point of Sales Catalogues & brand magazines
- 17. Opinions of surfers Press arZcles ConversaZons & opinions with friends & family
- 18. 55% 22% 23% Google 28% 40% 32% MicrosoG 32% 41% 27% Facebook 28% 37% 36% Coca-‐Cola 73% 5% 21% Nokia 35% 41% 23% Nivea 71% 7% 22% Belgacom 38% 42% 20% Côte d’Or 74% 6% 20% Spa 73% 5% 22% Oral B 77% 4% 19% BRANDS EXPOSURE PAID OWNED EARNED
- 19. 52% 25% 23% SUPERMARKETS 39% 44% 17% RETAIL 38% 41% 20% TECHNOLOGY 32% 41% 27% TELECOM 39% 40% 21% TRANSPORT 39% 30% 31% TV NL 35% 38% 27% ENERGY 52% 22% 26% PRESS FR 36% 38% 26% TV FR 36% 39% 26% AUTOMOTIVE 38% 37% 24% ONLINE SALES 46% 30% 24% PUBLIC BRANDS 39% 37% 24% PRESS NL 40% 37% 23% BANKING & INSURANCES 46% 32% 22% PAID OWNED EARNED SECTORS
- 20. 52% 25% 23% YOGHURT 75% 5% 20% WATERS 74% 5% 21% SNACKS 74% 6% 20% DESSERTS 73% 7% 21% HYGIENE & BEAUTY 72% 6% 22% SOFT DRINKS 71% 7% 22% COFFEE 69% 8% 23% BEERS 67% 7% 26% PAID OWNED EARNED SECTORS
- 21. TOP 3 PAID SECTORS YOGHURTS WATERS SNACKS
- 22. TOP 10 PAID BRANDS Coca Cola 73% 5% 21% Spa 73% 5% 22% Jupiler 68% 7% 25% Senseo 70% 7% 23% Electrabel 51% 23% 26% Nivea 71% 7% 22% Belgacom 38% 42% 20% Côte d'or 74% 6% 20% Proximus 38% 42% 20% La Une 36% 38% 26% BRANDS EXPOSURE PAID OWNED EARNED (Base : volume Paid)
- 23. SUPERMARKETS RETAIL TECHNOLOGY TOP 3 OWNED SECTORS
- 24. TOP 10 OWNED BRANDS Belgacom 38% 42% 20% Proximus 38% 42% 20% Colruyt 37% 44% 19% Eén 34% 39% 27% La Une 36% 38% 26% Mobistar 40% 39% 21% Het Laatste Nieuws 41% 38% 21% Telenet 39% 40% 21% Carrefour 41% 44% 16% le Soir 35% 39% 26% BRANDS EXPOSURE PAID OWNED EARNED (Base : volume Owned)
- 25. TOP 10 OWNED BRANDS Excl. Media brands Belgacom 38% 42% 20% Proximus 38% 42% 20% Colruyt 37% 44% 19% Mobistar 40% 39% 21% Telenet 39% 40% 21% Carrefour 41% 44% 16% Aldi 39% 45% 15% Delhaize 38% 45% 18% La-‐De Poste/ B-‐Post 41% 41% 18% Google 28% 40% 32% BRANDS EXPOSURE PAID OWNED EARNED (Base : volume Owned)
- 26. TRANSPORTS TECHNOLOGY TV NL TOP 3 EARNED SECTORS
- 27. TOP 10 EARNED BRANDS La Une 36% 38% 26% Eén 34% 39% 27% Facebook 28% 37% 36% Belgacom 38% 42% 20% Electrabel 51% 23% 26% Coca Cola 73% 5% 21% Google 28% 40% 32% Proximus 38% 42% 20% Jupiler 68% 7% 25% le Soir 35% 39% 26% BRANDS EXPOSURE PAID OWNED EARNED (Base : volume Earned)
- 28. TOP 10 EARNED BRANDS Excl Media brands Facebook 28% 37% 36% Belgacom 38% 42% 20% Electrabel 51% 23% 26% Coca Cola 73% 5% 21% Google 28% 40% 32% Proximus 38% 42% 20% Jupiler 68% 7% 25% Colruyt 37% 44% 19% Mobistar 40% 39% 21% You tube 30% 36% 34% BRANDS EXPOSURE PAID OWNED EARNED (Base : volume Earned)
- 30. 2013 average of 254 brands Let’s Summarize … 52% 25% 23% 55 % -‐ AdverZsing 27% -‐ Direct MarkeZng 18% -‐ Sponsoring 29 % 14 % 9 % 38 % -‐ Site / FB Page 23 % -‐ “Catalogue” 39 % -‐ Point of Sales 10 % 6 % 10 % 36 % -‐ Friends & Family 23 % -‐ Social Media 39 % -‐ Press RelaZon 8 % 5 % 9 %
- 31. 254 Brands
- 32. OWNED MEDIA PAID PAID PAID PAID