Hugues Rey - Data Summit - Brussels - 25 11 2016

1. DATA & COMMUNICATION AGENCIES
THINK, USE, TRANSFORM !
HUGUES L. REY
Brussels - 25th of November 2016

2. HAVAS MISSION
Our aim is to be the world’s best company
at connecting brands with people using
creativity, media and technology

3. 3
A. Setting the Scene
ECO-SYSTEM UNDER PRESSURE
B. Thesis
THINK – USE – TRANSFORM …
TO UNLEASH THE DATA POWER
C. Conclusion
A 4 WINNER GAME

4. TURBULENCE IS THE
NEW NORM !
… AN ECO SYSTEM
UNDER PRESSURE
A

5. 71% 73% 74%
THE BRAND’S PARADOX:
DISCONNECTION BECOMES THE “NEW NORMAL”
IN AN INCREASINGLY CONNECTED WORLD
2011
2013 2015
+ 50,000 People
+ 300 Brands
15 markets
+ 130,000 People
+ 700 Brands
23 markets
+ 300,000 People
+ 1000 Brands
34 markets
%
of brands people
would not care if
they disappeared

6. THE RISE OF AD-BLOCKING
6

7. 71% 73% 74%
INCREASING PRESSURE FOR ALL MARKETING
TO BE PERFORMANCE MARKETING
2011
2013 2015
~ 60% of spend
shifting to
“performance”
demanding a more
fluid model of buying
and creativity.

8. 71% 73% 74%
SIX THREATS TO THE AD AGENCY MODEL (AND BRANDS)
2011
2013 2015
CONTENT
CREATORS SPEED ROBOTS
PROCUREMENT EGO TRADITIONS

9. UNLEASH THE DATA POWER
FOR A COMMUNICATION
AGENCY
B

10. EMERGING TECH & ADVERTISING KPI
10
Emerging
Tech
Com
KPI
Pre-Digital
Reach
Freq.
Affinity
Web 1.0
WWW
CPM
CPC
CPA
User
Interaction
Age
Social
Mobile
Local
Engage
Data +
Content
Age
Programatic
x
Native
Omni
Channel
Convert
Phygital &
A.I. Age
IOT
A.R.
A.I.
Real Life
Integration

11. CHANGING
THE WAY WE INVEST

12. META
DSP
TRAFFIC
REAL USERS
EXPERIENCE
USER EXPERIENCE
IMPACT
INVESTMENT
EFFICIENCY
CONTEXT
BRAND SAFETY
COMPLIANCE
QUALITY PLACEMENTS
ACROSS ALL VENDORS AGNOSTICALLY
DISPLAY
DSPS
OOH
DSPS
PRINT
DSPS
AUDIO
DSPS
VIDEO
DSPS
DISPLAY
INVENTORIES
OOH
INVENTORIES
PRINT
INVENTORIES
AUDIO
INVENTORIES
VIDEO
INVENTORIES
AGNOSTIC ARCHITECTURE
IS THE FUTURE OF BUYING

13. 1 THINK
COMMUNICATION
13

14. 14
M E R C I

15. 2 USE DATA SMARTLY
15

16. 16
M E R C I
16
« Choose for the other one, nothing else »

17. A MODEL BEYOND SIMPLE TARGETING
17
Extended sociodemo and lifestyle
selection criteria
Proven selection based on a
customer segmentation and look-a-
like scoring
Show different messages to
prospects, loyal clients, new clients,…
MULTI-CHANNEL retargeting (e-mail, direct mail, social)
Direct link to the advertisers CRM

18. 18
Display
Paid Social
Mix formats
Google
Prospection
3rd party data
Amazon
Search
Gmail
Twitter
Facebook
RON
Contextual
Landing
Page
Facebook:
Look-a-like
Facebook:
Custom Audience
Retargeting
Look-a-like
Target: Nespresso Intentionalist
• Awareness +175%
• Consideration +240%
• Penetration on target +195%
handing out
55.000 packs
OP P

19. 3 TRANSFORM
MEDIA OFFER
19

20. KNOWLEDGE OF
CATCHMENT AREAS
Definition of the optimum
catchment zone for each
store/mall
Analyze ways of living and
buying. Study information
touchpoints
KNOWLEDGE
OF CUSTOMERS
KNOWLEDGE OF
OOH OFFER
Define local media efficiency
powered by data

21. C CONCLUSION :
A 4 WINNERS GAME

22. M
E
D
I
A
A
D
V
E
R
T
I
S
E
R
A
G
E
N
C
Y
C
O
N
S
U
M
E
R

23. C
O
N
S
U
M
E
R
#Experience
#Tradeoff
#unpollued

24. A
D
V
E
R
T
I
S
E
R
#ROI
#Transparancy
#lessismore

25. M
E
D
I
A
#premium
#yieldmanagement
#unsoldinventory

26. A
G
E
N
C
Y
#adedvalue
#datamagementvalue
#COMxTech

27. #experience
#tradeoff
#unpollued
#adedvalue
#datamagementvalue
#DMV
#premium
#yieldmanagement
#unsoldinventory
#ROI
#transparancy
#lessismore
Some of the 4 winners keywords !

28. hugues.rey@havasmg.com
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
THANK YOU
FOR
YOUR ATTENTION !