1.
MOBILE
NEW MEDIA BEHAVIOUR &
OPPORTUNITIES
23th April 2014

2.
It all began in 2007, June 29th

3.
Mobile devices created new media behaviour

4.
Publishers reinvent their mobile strategies to
connect with the new digital behaviour of
consumer’s dailylife.
need: the need to be up-to -date with the
news, at any time and any place.
Source: Cim Internet page requests

5.
2013, average time spent with digital media
per day will surpass TV Viewing in the US
 Daily TV time will actually be down
slightly while digital media
consumption will be up 16%.
 The most significant growth area is
on mobile

6.
22.5% of Internet Traffic in the EU5 Is Driven by
Non-PC Devices
Mobile, 14.2
%
Tablet, 7.5%
PC, 77.5%
Other, 0.8%
EU5 Share of Page Hits* Across Devices
Source: Comscore Mobile Advisor / EU5 Region (United Kingdom, Spain, Germany, Italy, France) /December 2013

7.
Desktop audience is shifting to mobile
devices
Desktop queries - 7% Mobile queries + 83%
Source: Google Belgium Quaterly Update - Car Dealers – Q4 2013

8.
60% of all facebook users in Belgium are
mobile users
21%of total mobile
time spent
Facebook and
Instagram are
Source: Facebook

9.
89% of our time browsing the Internet on our
mobile phones takes place in apps
Source: Nielsen Q4, 2013, Monthly usage of app and mobile web

10.
Consuming content is one of the most important
activities on mobile devices
• Content consumption evolution OPPA
• 213,617 daily visitors
• More than 165 mio impressions
Source: OPPA

11.
What’s new in the CIM 2013 - Print
Media brand
Digital format
Paper format
PDF Website APP

12.
New Currency In print: audience analysis
Currency 1 LDP audience of a title (paper version only)
Currency 2 Cumulative net audience of the paper version
as well as the PDF version and the audience
of the application tablet and smartphone.
Currency 3 Mediabrand audience whatever the medium

13.
Digital versus dailies audience ?
Currency 1 4.234,15(000) Reach 12+
Currency 2 4.425,28(000) Reach 12+
Currency 3 5.154,63(000) Reach 12+
+4,51%
+16,48%
Source : Cim 2012/2013-2 (Reach 12+)
+21,7%

14.
Focus on the titles Currency 2
versus Currency 1
Source : Cim 2012/2013-2 (Reach 12+)
+9%
+7%
+14%
+13%
Source : Cim 2012/2013-2 (Reach 25-54,SG 1-4)
+20%
+13%
+21%
+21%

15.
New packages: Print + Digital + Mobile
PNU Touchpoints
Tango

16.
Advertise on m.site

17.
Advertise in App

18.
Advertise in App

19.
Shazam: Empower consumers to engage
beyond 30 seconds
• Extends the 30” TV spot
• Drives measurable Direct response
(Downloads, coupons, signs up)
• Campaign Real Time Measurement
(Engagement, interaction and sharing)
• Retargeting option

20.
Drive to store & Tesdrive - Lancement BMW
Mini Cooper Country Man

21.
Drive to store & Coupon - Sephora

22.
Video on Mobile
Auto-Play Click-To-Video Pre-Roll

23.
Targeting options In- App Advertising

24.
MOBILE
@ HAVAS MEDIA

25.
Mobile @ all levels in the agency
• No Silo’s: People from the Digital, Social, Performance & Print team
are involved
• Solutions for Mobile Analytics (Tracking) & Mobile development
thanks to Mobext offices in UK, Poland, Emirates
• Mobile is always part of display campaign. Budget from 5k to 50k
• Mobile represents 5% + 25% Display plan + Social + Search =
+/- 40%

26.
How To Start with mobile?
Step 1. Design a responsive website (mobile friendly) that works across
devices and/or a native mobile app. Each option present advantages
and drawbacks. Find the best match for your business
• Think about your needs, goals of your business
Step 2. Don’t forget the Analytics/Tracking solution
Step 3. Be patient for the development of Mobile Formats. It’s still a long
road for standardization!

27.
Conclusions
• Mobile is now
• Desktop is declining in favor of mobile devices
• Mobile changed our media consumption & media behabiour
• Opportunities (creativity, coupons, ...)
• Extension to other channels: TV, print, store
• Engagement with the consumer
DO NOT BE SCARED, MOBILE IS QUITE SIMILAR TO DISPLAY 

28.
THANK YOU