Data & Creativity in Marketing - Wunderman
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Tomorrow's Marketer - Marketing Nation Live Paris, Oct 2016
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Data & Creativity in Marketing - Wunderman
- 1. DATA & CREATIVITE Le marketing à l’heure de la pertinence créative
- 2. Le Digital reprogramme notre cerveau Il nous donne de plus en plus le sentiment qu’une information contextualisée est la norme … et qu’une information « à peu près » est intolérable.
- 3. Voilà pourquoi, si elle veut toucher efficacement ses cibles, la communication doit d’abord être pertinente.
- 4. Aujourd’hui, plus que jamais, nous disposons des outils adaptés.
- 5. 2 tendances de fond rebattent les cartes du Marketing digital
- 6. #1 LA MONTÉE EN PUISSANCE DE LA CONNAISSANCE CLIENT ET DE LA DATA DISPONIBLE POUR CONNAÎTRE LES CONSOMMATEURS
- 7. DMP: les professionnels s’équipent Taux d’implémentation d’une DMP dans les organisations en 2015 Source : State of the European DMP Market, ExchangeWire & Weborama, 2016 STATE OF DMP ADOPTION ACROSS EUROPE
- 8. Données on & off convergent Le CRM Onboarding offre de nouvelles opportunités aux annonceurs pour adresser leurs audiences de façon continue et en temps réel…
- 10. #2 L’ ARRIVÉE À MATURITÉ DES TECHNOLOGIES D’AUTOMATISATION
- 11. Source : Observatoire de l’e-pub SRI, UDECAM & PWC L’essor du programmatique, de la « DCO » permettent désormais un AB testing permanent de la création publicitaire ainsi qu’une adaptation réactive et à faible coût des messages pour répondre efficacement aux besoins des consommateurs.
- 12. LE NOUVEAU GRAAL ?La promesse d’un Marketing toujours plus live, contextuel et personnalisé. Délivrer le bon message, au bon individu, au bon moment, sur le bon device.
- 13. des campagnes display programmatiques ne disposent pas encore de messages personnalisés en fonction de leurs audiences* Mais un potentiel encore sous- exploité… 97% *Source : AppNexus 2016
- 14. Et des obstacles à surmonter…
- 15. DÉFIANCE ET RÉSISTANCE EN RÉPONSE À L’HYPER-SATURATION PUBLICITAIRE
- 16. L’USAGE DE L’ADBLOCKING EST PARTICULIÈREMENT VIVACE CHEZ LES PLUS JEUNES GÉNÉRATIONS Source : Sourcepoint / Comscore « The State of ad Blocking », Sept. 2015
- 17. 84%Des Français se disent inquiets de l’usage pouvant être fait de leurs données personnelles* Source : Toluna & Havas Media, sept 2014
- 18. ET UNE AUTOMATISATION DE LA CRÉATION ENTRAÎNANT PARFOIS UNE PERTE D’EMPATHIE ET D’ÉMOTION…
- 19. EXIT DON DRAPER… …WELCOME M. BOT ?
- 21. L’ENJEU REPLACER LA CRÉATIVITÉ ET L’HUMAIN AU COEUR MÊME DE NOTRE RÉFLEXION
- 22. UNE CRÉATIVITÉ AU SENS ÉLARGI… À travers des concepts et des messages émotionnels basés sur des insights éprouvés; Par une inventivité servicielle permanente qui crée de l’usage et réinsuffle de l’utilité; En imaginant des parcours, des dispositifs et des partenariats digitaux toujours plus innovants.
- 23. Un terrain de jeu extraordinaire
- 24. GRACE A LA CAPACITE DE POUVOIR CONNAÎTRE CHAQUE INDIVIDU LEXUS • 1.000 publicités vidéos customisées • Utilisation de la data sociale de Facebook (likes, centres d’intérêt, position géographi que, etc..)
- 25. Danone Actimel : Cibler les moments « misérables » de la vie quotidienne. GRACE A LA CAPACITE DE REAGIR EN TEMPS REEL A UN MOMENT PARTICULIER
- 26. Jean regarde les jeans sur le site Jean (client) est identifié sur le web grâce à de l’on- boarding CRM (communication sur une offre Jean basée sur l’historique client) DISPLAY 1:1 Jean abandonne le panier d’achat A proximité d’un magasin de cette enseigne, il reçoit une push notification notre magasin est au coin de la rue, voudriez-vous venir essayer nos nouveaux modèles de jeans Jean est dans le magasin et le quitte avec un seul article. son smartphone a été détecté par le beacon placé dans la cabine d’essayage, aucune interaction prévue Le lendemain, Didier reçoit un email le remerciant de sa visite et l’invitant à un évènement VIP en boutique Lorsqu’il consulte son site News préféré, une bannière pub apparait lui présentant des articles du rayon visité SITE MARCHAND SITE MARCHAND NOTIFICATIONS In-STORE E-MAIL DISPLAY 1:1 GRACE A LA CONSTRUCTION DE SCENARIOS CREATIFS
- 28. DES PROFILS ÉTABLIS SELON LES PARCOURS PHYSIQUES CADRE CSP+ RDA ET MEME LORSQUE NOUS NE CONNAISSONS PAS L’INDIVIDU
- 29. CREATIVITE ET INTELLIGENCE ARTIFICIELLE & BOT
Notes de l'éditeur
- Data & créativité comment ca t’amène de la pertinence, Comment la data et la créativité, ensemble, crée un cocktail performant, et offre un terrain de jeu pour les communications publicitaires. Présentation courte Wunderman
- Ce qui est en train de changer… Ce que le digital est en train de changer Services digitaux, mobiles,… Et dès qu’un être humain s’habitue quelque chose il trouve intolérable ce qui se passait avant. Et tout ca nous rend hyper exigeant par rapport a la pertinence des communications Plus nous nous habituons à une information personnalisée, contextualisée, à propos, plus nous rejetons celle qui tombe à côté. Michel Serres. « L’être humain va devenir de plus en plus intolérant face à une information non pertinente. Plus il sera habitué à la justesse, plus il trouvera l’à peu près insupportable. »
- La pertinence fait vendre C’est là que la communication devient un service, apprécié et efficace C’est là que la communication génère de la VALEUR
- Marketing chirurgical
- Il faut faire attention a ce qu’on est en train de faire PRATIQUES MARKETING INTRUSIVES : DES CRAINTES À DÉSAMORCER QUANT AU RESPECT DE LA VIE PRIVÉE ET À LA GESTION DES DONNÉES PERSONNELLES
- Titre des Beatles Intelligence artificielle Mac caan et le DC robot
- Une créativité exacerbée par la capacité de pouvoir connaître les individus (on est encore en interruption, mais sur des éléments qui parle à chacun). On ne parle par de dynamic content optimisation mais de 1.000 films qui ont mis en avant des USP de la nouvelle LEXUS, sur des items qui parle à l’audience et qui soutenait le message BEYOND UTILITY. By pairing Facebook's unparalleled ability to use data to target by individual interest and affinity, we were able to segment the Lexus NX target by demographic details, interests, geographical location, and vehicle affinity (Lexus loyalists, NX hand raisers, automotive enthusiasts, competitive owners). We built hyper-targeted ads for individual users by matching video clips to user details as if they were ingredients. A woman who drives a BMW and likes technology would see one video, while a man who likes technology and drives a Lexus would see another. With more than 11.2mln Facebook users reached and a 300% increase in efficiency – the highly targeted video ads produced some serious results “We wanted to tell relevant stories by using objects in consumers’ lives,” said Alastair Green, executive creative director at ad agency Team One, which helped create the campaign. The concept of “dynamic” or tailored ad creative has been around for years in online banner advertising. That’s why you see ads chasing you across the web for that pair of shoes you looked at on a website three weeks ago. Bringing that type of customization to video ads on a social platform is a more labor-intensive process, however. “It’s simple to have this type of idea, but it’s complex to actually execute it,” Mr. Green said. The process involves editing together over 1,000 unique 30-second videos. Lexus said it’s expecting the ads to be displayed to Facebook users between five and six million times throughout the duration of the campaign, which is expected to launch this weekend and to run through March. Lexus has also purchased ad space to promote the NX during this year’s Super Bowl. Meanwhile, Facebook says video content is booming across its platform, prompting marketers to contribute. Over 3 billion videos are now viewed on Facebook daily, and the number of videos uploaded by small and medium-sized businesses has nearly tripled over the past year, the company said. "We approached it as inserting some playfulness into a culture of curated moments," she said. Wahl added that McDonald's is mentioned once every two seconds in the U.S., but the brand only responds to one mention every 10 seconds. All told, McDonald's has written 143,000 notes to consumers through channels like Twitter, which has back-fired in the past. "That means we have a lot of room to go and do a lot more communication," Wahl said One way that McDonald's is personalizing orders is through its mobile app, which Wahl said has more than 10 million downloads since launching last year. The app uses push notifications to ping users with deals and coupons based on their data—like where they are and the day of the week. Most recently, McDonald's handed its massive $1 billion creative and media business to Omnicom, which is creating a dedicated unit for the account that will be staffed with employees from DDB, Sparks & Honey, Critical Mass and tech companies like Google and Facebook. The new approach is aimed at building, "the type of agency that could drive the innovation, velocity and impact that we require," Wahl said. "I really think we've tried to define media and marketing very narrowly," she added. "We label the ways we talk to people, but marketing communication is no longer executed via separate vehicles—digital, broadcast, print or mobile. Defining marketing by these channel-based labels is actually absurd in today's world. » 5.000 contenus en 2016 +100% versus 2015 + pertinents, + personnalisés lié à l’intérêt de chaque consommateur 12M d’utilisation du filtre Snapchat
- Explosion du micro-moment marketing et des campagnes temps-réel. Créer la pertinence et la connexion émotionnelle According to Borreda-Martinez, results have been promising. Prior to April, the brand had a small social presence. But by July, Actimel had garnered 1 million social interactions. Having sent out 13,400 messages, its mentions also rose 203 percent to 52,000 A recent TVTY survey of 200 digital marketers found that 34 percent of brands are using these so-called micro moments to trigger campaigns
- Pouvoir construire une histoire basé sur le comportement (le message n’est plus un instant T mais une séquence) Création de scénario versus message (IFTX) "We approached it as inserting some playfulness into a culture of curated moments," she said. Wahl added that McDonald's is mentioned once every two seconds in the U.S., but the brand only responds to one mention every 10 seconds. All told, McDonald's has written 143,000 notes to consumers through channels like Twitter, which has back-fired in the past. "That means we have a lot of room to go and do a lot more communication," Wahl said One way that McDonald's is personalizing orders is through its mobile app, which Wahl said has more than 10 million downloads since launching last year. The app uses push notifications to ping users with deals and coupons based on their data—like where they are and the day of the week. Most recently, McDonald's handed its massive $1 billion creative and media business to Omnicom, which is creating a dedicated unit for the account that will be staffed with employees from DDB, Sparks & Honey, Critical Mass and tech companies like Google and Facebook. The new approach is aimed at building, "the type of agency that could drive the innovation, velocity and impact that we require," Wahl said. "I really think we've tried to define media and marketing very narrowly," she added. "We label the ways we talk to people, but marketing communication is no longer executed via separate vehicles—digital, broadcast, print or mobile. Defining marketing by these channel-based labels is actually absurd in today's world. »
- celui de l’UX. « Plus la consommation média se déplace vers le mobile, plus la publicité doit tenir compte du contexte pour être agréable, acceptable et utile ». Géolocalisation, synchronisation, personnalisation… « Les agences media doivent intégrer ces possibilités dans les dispositifs de création, pour que l’idée intègre au mieux le moment et la cible avant de déployer son message
- Et même si on connaît pas les gens
- Pouvoir construire une histoire basé sur le comportement (le message n’est plus un instant T mais une séquence) Création de scénario versus message (IFTX) "We approached it as inserting some playfulness into a culture of curated moments," she said. Wahl added that McDonald's is mentioned once every two seconds in the U.S., but the brand only responds to one mention every 10 seconds. All told, McDonald's has written 143,000 notes to consumers through channels like Twitter, which has back-fired in the past. "That means we have a lot of room to go and do a lot more communication," Wahl said One way that McDonald's is personalizing orders is through its mobile app, which Wahl said has more than 10 million downloads since launching last year. The app uses push notifications to ping users with deals and coupons based on their data—like where they are and the day of the week. Most recently, McDonald's handed its massive $1 billion creative and media business to Omnicom, which is creating a dedicated unit for the account that will be staffed with employees from DDB, Sparks & Honey, Critical Mass and tech companies like Google and Facebook. The new approach is aimed at building, "the type of agency that could drive the innovation, velocity and impact that we require," Wahl said. "I really think we've tried to define media and marketing very narrowly," she added. "We label the ways we talk to people, but marketing communication is no longer executed via separate vehicles—digital, broadcast, print or mobile. Defining marketing by these channel-based labels is actually absurd in today's world." "We approached it as inserting some playfulness into a culture of curated moments," she said. Wahl added that McDonald's is mentioned once every two seconds in the U.S., but the brand only responds to one mention every 10 seconds. All told, McDonald's has written 143,000 notes to consumers through channels like Twitter, which has back-fired in the past. "That means we have a lot of room to go and do a lot more communication," Wahl said One way that McDonald's is personalizing orders is through its mobile app, which Wahl said has more than 10 million downloads since launching last year. The app uses push notifications to ping users with deals and coupons based on their data—like where they are and the day of the week. Most recently, McDonald's handed its massive $1 billion creative and media business to Omnicom, which is creating a dedicated unit for the account that will be staffed with employees from DDB, Sparks & Honey, Critical Mass and tech companies like Google and Facebook. The new approach is aimed at building, "the type of agency that could drive the innovation, velocity and impact that we require," Wahl said. "I really think we've tried to define media and marketing very narrowly," she added. "We label the ways we talk to people, but marketing communication is no longer executed via separate vehicles—digital, broadcast, print or mobile. Defining marketing by these channel-based labels is actually absurd in today's world."
- Mais ce qui restera le précieux, c’est l’insight, et derrière toute bonne création la pertinence crée l’émitio