Discover some very interesting topics like the last CIM wave results, music: a new business model, the measure beyond the CIM results and the future of measurement, the great work of Digizik for STIB/MIVB and the great case of Mobistar and Mika the pop star

1. FYI SOUND AND
MUSIC
September 2014

3. 1982

4. 65 - 110 million CD albums sold…
Most sold CD album in the world !

6. Source : USA Today
Most streamed artist in the world !
235 million streams 195 million streams

7. #fail : music sales
The Music Industry’s Lost Decade
Royalties collected
Uncollected royalties
– largely foreign
$2.5mm

8. Changes given a new birth to the industry…

9. Sources: PwC Sources: Cisco Visual Networking Index
Mobile becomes the norm

10. Havas Media Mobile Solutions :

12. Power has shifted to the customer
12

13. Music identity and consumer’s lives
Royalties collected
Uncollected royalties
– largely foreign
$2.5mm

14. Lady Gaga is more than an artist…

15. Lady Gaga is more than an artist…

16. Lady Gaga is more than an artist…

17. Lady Gaga is more than an artist…
The day after in Metro…

18. Playlist of the day :
Radio audiences – what’s new ?
Radio measurement evolution – walk to the future
Digizik : how to reinforce brand equity through partnerships
Case time : Ed Sheraan & Stib / Mika & Mobistar

20. Global trends on latest wave
1. Declining reach on 18-54 (more specifically in the North)
2. Still more listened in the North
3. 1st place
• Where = home
• Support = classical radio than autoradio
4. C/000 is increasing: 8,3€ in the North & 11,6€ in the South.

21. Marketshare
+5% -38%
-17%
22%
21%
13%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2

22. Marketshare
-24%
-20%
21%
13% 12%
+21%
-19%
-16%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2

23. A decrease in the North and in the
South
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
Check
evolution

24. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
4h27
3h14
 Slightly decreasing
 Stable

25. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
At
home
48%
Car
23%
Work
23%
Other
6%

26. Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
Classic
47% -8%
Autoradio
45%  0%
TV
4%  0%
Computer
2%  0%
Mobile
2% 
0%
Classic
46% -10%
Autoradio
41%  0%
TV
8%  0%
Computer
3%  0%
Mobile
3% 
0%
Devices

27. 10,8%
20,9%
6,6%
11,4%
12,9%
21,8%
1,1%
6,7%
Others
7,8%
12,4%
4,1%
3,9%
9,9%
21,2%
12,8%
10,9%
8,9%
4,2%
Others
11,7%
Source : CIM Radio, Target 18-54, 06:00-20:00, Wave 2014-2
Radio Market Share

28. RADIO
MEASUREMENT
Passive and the future measurement –
25/9/2014

29. The « Now » (CIM Radio Survey)
CIM Radio Survey
Since 2001
Diary Method
Sample of
5.534 diaries
(wave 2014-2)
Cumulation of 3
waves for the
planning & buying
15 minutes
measurement
3 times per year
reporting
Minimum 12 years
of age

30. PPM = Portable People Meter -What?

31. PPM: a little history
• PPM is a measurement technology set up in ‘88 by (US)
• PPM measurement is used since years in US, Canada, Australie, Singapour,
UK, …
• VAR/VRT adopted the PPM in 2003 (n=450; 12 to 65 y.o.)
• Adoption by RTVM & Medialaan (Qgroup) in 2007 (n=2007: 1000)
• Arbitron was bought by in Sept 2013.
• Today, the sample is about 800 people in Belgium(North only).

32. PPM – How does it work ?
PPM is worn like a pager and tracks
when and where consumers listen to
radio
The PPM listens for an inaudible (psycho
acoustic masking) time and station code
embedded into’s station audio.
PPM detects motion and at nights, the
unit is plugged into its docking stations;
data are then sent to Arbitron/Nielsen.
The channels received at D+1
performances minute/minute. PPM is not
« audio matching » technology, it is an
« encoding » technology.

33. PPM – Why ? Three main reasons (for Qgroup & VRT)
• Learnings to optimize programs. The PPM study is dedicated to those who
realize, produce the shows (VRT Channels and Qgroup channels).
• To have a better and a quicker view on the evolution of the radio landscape
in the North.
• Evaluate how far the PPM study can be an alternative to auto- filled diaries
(CIM)

34. Based on the memory of the
respondent.
− “Is he/she able to identify every station
he/she is listening to ?”
− “Precision of the listening moment ?”
− Does the respondent fill the diary
correctly ?
− Per 15 min
Is a passive measurement:
− Accurate channel identification
− Accurate listening moment
identification
− “Exposure to the medium”
measurement (Listening in a
‘conscious way) ?
− More control
− Per min
CIM Survey: “picture” PPM Survey: “movie”
PPM vs CIM Radio ?

35. Why the market did not adopt passive
measurement?
• CIM survey meets global market satisfaction.
• PPM results show stable performances just like CIM Survey actually does
• The market needs robust data based on large samples (CIM survey ->
n=8000 people/ PPM survey= 800 people).
• Advertisers, media reps and media agencies are not so keen to pay for the
study.
• PPM remains an expensive solution (especially for the handling of the
sample)

36. Other initiatives for the future?
Able to track multiple media in & out of home:
- Radio & TV: using sound matching
- Internet using a combination of software &
- OOH using optional GPS locator
- Instore & cinemas using RFID beacons
- Press, using integrated bar-code reader
Able to measure the exposition to multiple media:
- Measures exposition to TV, radio, cinema.
- Movement detection.

37. App which transforms the smartphone into an
audience measurement device:
- It detects various audio streams (like AM/FM, DAB, Digital TV
and internet listening)
- Low panel recruitment costs
Other initiatives for the future?

38. Take-away’s
• Radio listener evolution is the starting point and the measurement methodologies
must adapt accordingly.
• Radio will remain an « all-day companion », « a live media » but :
• New usages are emerging; timeshift listening (podcast) and convergence (Radio on TV, radio
on web, …)
• Delinearisation phenomenom and radio content ‘picking’
• New actors
• The goal will be to find the best methodology to measure the transformation of
the media. CIM Radio contract ending with GfK is foreseen at the end of 2015.

39. FEED YOUR
HAVAS MEDIA
24/09/2014
INSPIRATION
SOUND & MUSIC

42. «THINKDIFFERENT»
INNOVATION AND DESIGN
SONGSOF INNONCENCE

43. DIGIZIK
INTERACTIVE MUSIC BUREAU

44. L’AGENCE
FRANÇOIS
CHARLES
GREGORY
LEFILLATRE
DIGIZIK

45. Mise en relation des ressourceset objectifs de chacun.
Création de valeurpar la musique.
Connexion avec les ciblesà travers un contenu engageantet positionnant.
L’AGENCE
INTERACTIVE
MUSICBUREAU

46. L’AGENCE
·Stratégiemusique-marketing
·Production de contenu
·Gestionde campagne
INTERACTIVE
MUSICBUREAU

47. MUSIQUE
& MARKETING

49. FAIRE ENTENDRE SA VOIX
MUSIQUE & MARKETING

50. OWNED
MUSIQUE & MARKETING
EARNED
PAID

51. APPLICATIONS
MU S I Q U E & MA R K E T I N G
MARKETING
IDENTITÉ SONORE
SYNCHRO
CO-CREATION
ÉGÉRIE / AMBASSADEUR
ANIMATION DE POINT DE VENTE SPONSORING
ACTIVATION
BRAND CONTENT
CORPORATE EVENT
...

52. POURQUOI
LA MUSIQUE?
MUSIQUE & MARKETING

53. 74% DES FRANÇAIS DÉCLARENT NE PAS POUVOIR SE PASSER DE MUSIQUE
POURQUOI LA MUSIQUE ?
MUSIQUE & MARKETING
Source : Sondage Sacem–musique info juin 2005

54. 02H00
D’ÉCOUTE
JOURNALIÈRE
POURQUOI LA MUSIQUE ?
MUSIQUE & MARKETING
Source : Sondage Sacem–musique info juin 2005

55. POURQUOI LA
MUSIQUE ?
MUSIQUE &
MARKET ING
Source : IFPI 2013

56. LA MUSIQUE ET LE CINÉMA SONT LES SUJETS LES PLUS DISCUTÉS SUR LE WEB
POURQUOI LA MUSIQUE ?
MUSIQUE & MARKETING
Source : IFPI 2013

57. CONTENUS
POURQUOI LA MUSIQUE ?
...
MUSIQUE & MARKETING

58. PLATEFORMES
POURQUOI LA MUSIQUE ?
...
MUSIQUE & MARKETING

59. ENGAGE
FÉDÈRE
POSITIONNE
POURQUOI LA MUSIQUE ?
MUSIQUE & MARKETING

60. SATURATION PUBLICITAIRE
INTÉRÊT POUR LA MUSIQUE
MATURITÉ MARCHÉ/OUTILS
POURQUOI LA MUSIQUE ?
MUSIQUE & MARKETING

61. MUSIQUE & MARKETING
CHOISIRLE BON PARTENAIREMUSIQUE

62. MUSIQUE>> MEDIA
MUSIQUE & MARKETING
MUSIQUE>> STIMULUS

63. CHAQUEARTISTE ESTUN MÉDIA
MUSIQUE >>MEDIA
AUDIENCE
POINTS DE CONTACT
IMAGE
DISPOSITION

64. EXEMPLE 1 : ED SHEERAN
MUSIQUE & MARKETING

65. EXEMPLE 2 : STEREOCLIP
MUSIQUE & MARKETING

66. ARTISTE
Origine
ED SHEERAN
STEREOCLIP
FacebookFans (BE)
Age des Fans
Sexe des Fans
YoutubeSubscribers(BE)
Vuescumulées
Twitter followers
Instagramfollowers
Soundcloudfollowers
UK
8.202.585 (BE : 74.355)
13-24
74% F / 26% M
3.183.251 (BE : 19.586)
593.156.722
10.400.000
393.000
--
BE
11.327 (BE : 2.960)
18-34
41% F / 57% M
3.084 (BE : 752)
1.275.701 (+ Délicieuse)
97
294
14.723
MUSIQUE & MARKETING

67. MUSIQUE & MARKETING

68. MUSIQUE>> MEDIA
MUSIQUE & MARKETING
MUSIQUE>> STIMULUS

69. MUSIQUE >>STIMULUS
MUSIQUE & MARKETING
AFFECTIF
COGNITIF
COMPORTEMENTAL
STIMULI
Source : Rieunier2013

70. STIMULUS COGNITIF
MUSIQUE & MARKETING
Source : Gallopel1998

71. CASE STUDY
ED SHEERAN
X STIB/MIVB

72. STIB/MIVB XDIGIZIK XWARNER MUSIC XHAVAS MEDIA
CASE STUDY

73. BRIEFING
CASE STUDY
CAMPAGNE DE
RENTRÉESCOLAIRE
>>BOOSTER LES ABONNEMENTS EN LIGNE
>>CRÉER UN LIEN AFFECTIF AVEC LES JEUNES

74. RECO
CASE STUDY
·Connexion avec la cible
·Création de contenu exclusif
·Story-telling positif
·Engagement
·Valorisation achats en ligne
STRATÉGIE

75. Artiste disposant d’une forte notoriété
Connexion avec la cible jeune
Image sympathiqueet accessible
En plein dans l’actualité
STATUT ED SHEERAN
CASE STUDY

76. CAMPAGNE
CASE STUDY
ASSOCIATION À ED SHEERANEN TANT QUE :
>>MÉDIA
>>CRÉATEUR DE STORIES
2 ÉTAPES DE CAMPAGNE EN LIEN AVEC L’ACTUALITÉ DE L’ARTISTE ET LES BESOINS DE LA MARQUE.

77. CAMPAGNE
CASE STUDY
·Evolution des ventes en ligne
·Attitude des internautes vis à vis de la STIB
·Degré d’engagementsur les réseaux sociaux
KPI’S

78. •Concours supporté par une petite campagne Facebook et du seeding
•Showcaseexclusif au musée du tram
•Captation audio et vidéo
•Contenu social media
PHASE 1
CASE STUDY
LÉGITIMITÉ,
CRÉATION D’UN LIEN AVEC LES FANS, PRODUCTION DE CONTENU.

79. •Campagne Globale // Havas
•Concours Blind-test
-Prix exclusifs
-Mécanique sociale
•Offre de téléchargement d’un contenu exclusif via MyBOOTIK
PHASE 2
CASE STUDY
ACTIVATION / ENGAGEMENT / TRANSFORMATION

80. AGENDASACCORDÉS
Pukkelpop
Forest National
Lancement «X»
Promo Be
Phase #1
Musée du
tram
Phase #2
Fin de campagne
CASE STUDY

81. L’AGENCE

82. CASE STUDY

83. QUELS
RESULTATS?
CASE STUDY

84. ·36 jours de concours
·+ de 3.300 participants (3000 les 15 premiers jours)
·+ de 94.000 visiteurs uniques
·+ de 195.000 visites cumulées
·+ de 830.000 pages vues
·+ de 3 minutes par session
RÉSULTATS (AU 22.09.14)
CASE STUDY
MINI-SITEBLINDTEST

85. RÉSULTATS
VENTES
EN LIGNE
+60% VS 2013
CASE STUDY

86. CASE STUDY
RÉSULTATS (AU 22.09.14)

87. CASE STUDY

88. CASE STUDY

89. 89
MUSIQUE & MARKETING

90. 90
MUSIQUE & MARKETING

91. CASE STUDY

92. MUSIQUE & MARKETING

93. CASE STUDY

94. «Grâce à Digizik, la collaboration avec Ed Sheeran nous a été proposée et est tombée sous le sens!
Et les résultats parlent d’eux-mêmes tant au niveau des chiffres de vente qu’au niveau de la participation au concours! Une action que nous réitèrerons certainement!»
RÉSULTATS
Source : C. Hijazin(2014)
CASE STUDY

95. VENTES EN LIGNE ++
RELATIONAUX ADOS ++
ENGAGEMENT SOCIAL MEDIA ++
EN BREF
CASE STUDY

96. CONTACT
contact@digizik.com
www.digizik.com

98. CONTEXT
Have A Nice Day
is a loyalty program
to be installed widely
among Mobistar’customers
(and beyond)

99. “We at Mobistar say ‘thank
you’ to our customers…
KEY MESSAGE
and reward them without exception…
but always in an unexpected way.”

100. Partnership between Mobistar &
Universal Music
Universal Unifying
Lovable Sharable
Music

Emotion
STRATEGY

101. Make sure we bring over a clear
message & promise avoiding
investing in a Mika campaign
• Obtain broad online visibility & additional earned visibility
along the multiple phases (Reach beyond M*customers only)
• Go for maximum return on Mika-deal investment by
actively exploring & exploiting all possible relevant line &
touchpoint extensions…
• Raise Awareness (1) & Educate (2nd level) on HAND as a
program  CTA & click-through to end-destination (HAND
page & contest) is a must
CHALLENGE

102. BUILD UP
Awareness
Mika@concept store
in Liège
Concert
PAID
Digital campaign
E-DM
Mobistar
customers
Surprise clip in
Antwerp Station
Teasing Awareness Concert Follow up
Contest
« Mika a improvisé un miniconcert à la gare d’Anvers. Un avant-goût de la surprise que vous réserve Have a nice day ! »

103. Next slide ;-)
WEB SITE
HAND landing
page
WOM/advocacy
Buzz press
Amplify
• Standards
Ads
• Promoted
Link
• New
interactive
video
E-Buzz
ing
Pre-Roll
Teasing
Pre-Roll
Classical
display
eDM, Site, FB, Twitter, POS &
EVENT
Mika @ concept store
Mika Concert
Live Streaming
• Conversation
and CM live
Tweet
• Conversation
on Facebook
PAID OWNED EARNED
Hand
Page
MOBISTAR & UNIVERSAL MUSIC = SHARED
sms

104. Earned

105. Results
74 mio impressions 200 000 clicks
0,3% CTR (3x more than benchmark)
Best channel : Real Time Bidding
27.000 participants for 1.000 duo tickets
A Mobistar, MortierBrigade, Prophets,
Havas Media, UM collaboration

107. QUESTIONS ?
THANK YOU