DOMINIQUE DELPORT - HAVAS MEDIA FRANCE18 OCT 2012

Marshal Mc Luhan (1967) :The new electronic interdependence recreates the world at the image of a Global Village » (The Medium is the Message, p. 67).

Mc Luhan ‘s Prophecy

WW : Explosion continue des plateformes sociales

WW : Rien ne se perd, tout se recrée...même myspace

new.myspace.com :myspace + path + pinterest + tumblr + iTunes

0"

500"

1,000"

1,500"

2,000"

2,500"

1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"

(millions))

Global)Internet)Popula4on)

Source:(Interna-onal(Communica-on(Union,(Google(

Global&Popula*on&

Internet&Popula*on&

0"

1,000"

2,000"

3,000"

4,000"

5,000"

6,000"

7,000"

1990" 1991" 1992" 1993" 1994" 1995" 1996" 1997" 1998" 1999" 2000" 2001" 2002" 2003" 2004" 2005" 2006" 2007" 2008" 2009" 2010" 2011"

(millions)&

Global&Internet&Popula*on&

Source:(Interna-onal(Communica-on(Union,(Google(

Personal)Computers)

Smartphones)

Tablets)

)3))))

)500,000,000))

)1,000,000,000))

)1,500,000,000))

)2,000,000,000))

)2,500,000,000))

)3,000,000,000))

2000) 2001) 2002) 2003) 2004) 2005) 2006) 2007) 2008) 2009) 2010) 2011) 2012E) 2013E) 2014E) 2015E) 2016E)

Units)

Global)Internet)Device)Sales)

Source:(Gartner,(IDC,(Strategy(Analy5cs,(company(filings,(BI(Intelligence(es5mates(

WW : Explosion continue des usages mobiles

We are here

WW : Plus de mobile, plus de social

5%#

Pandora#

70%#

1%#

Facebook#33%#

Twi6er#

55%#

0%#

25%#

50%#

75%#

2008# 2009# 2010# 2011#

%#of#T

raffic#from

#Mob

ile#

Source:#Mary#Meeker,#Kleiner#Perkins,#companies#

2013 : Quels enjeux Pub & Médias ?

$0#

$5#

$10#

$15#

$20#

$25#

$30#

$35#

1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#

(billions))

U.S.)Digital)Adver6sing)

Source:(IAB(

US : Explosion continue de la pub online

Offline&

Online&$0#

$20#

$40#

$60#

$80#

$100#

$120#

$140#

$160#

$180#

1995# 1996# 1997# 1998# 1999# 2000# 2001# 2002# 2003# 2004# 2005# 2006# 2007# 2008# 2009# 2010# 2011#

(billions)&

U.S.&Adver4sing&

Source:(IAB,(U.S.(Census(Bureau,(Stategy(Analy7cs.(BI(Intelligence(es7mates((

US : Mais 20% ( seulement IP nets )

41%$ 42%$

23%$

38%$20%$

9%$

11%$

7%$

6%$

4%$

$0$

$10,000$

$20,000$

$30,000$

$40,000$

$50,000$

$60,000$

$70,000$

$80,000$

2006$ 2007$ 2008$ 2009$ 2010$ 2011$

U.S.$Adver*sing$Revenue$(millions)$

Source:$Company$filings$and$BI$Intelligence$esEmates.$Companies$include:$Google,$Yahoo,$AOL,$MicrosoN,$Facebook,$Time$Warner,$Disney,$Viacom,$CBS,$News$$Corp,$New$York$Times,$GanneX,$McClatchy,$Time$Inc,$Entercom,$CBS$Radio,$Clear$Channel,$Citadel,$Cum$

U.S.$Adver*sing,$2006:2011$

Online$

Television$

Print$

Radio$Outdoor$

US : 2ème média après TV

US : Plateformes vs Portails

Yahoo%

Microso+%AOL%

Google%

Other%

Facebook%

$0#

$1,000#

$2,000#

$3,000#

$4,000#

$5,000#

$6,000#

$7,000#

$8,000#

$9,000#

2Q06#3Q06#4Q06#1Q07#2Q07#3Q07#4Q07#1Q08#2Q08#3Q08#4Q08#1Q09#2Q09#3Q09#4Q09#1Q10#2Q10#3Q10#4Q10#1Q11#2Q11#3Q11#4Q11#1Q12#

Digital%Adver:sing%Revenue%(millions)%

U.S%Digital%Adver:sing:%Winners%And%Losers%

Source:(company(filings,(BII(es6mates(

40%%

11%%

30%%

13%%

6%%

55%%

11%%

8%%

7%%

4%%

15%%

US : Plateformes Sociales vs Portails

Social'Networks'

Portals'

0'

5'

10'

15'

20'

25'

30'

Nov62010' Dec62010' Jan62011' Feb62011' Mar62011' Apr62011'May62011' Jun62011' Jul62011' Aug62011' Sep62011' Oct62011' Nov62011' Dec62011'

Average'Minutes'Per'Usage'Day'

Average'Time'Spent:'Portals'vs.'Social'Networks'(U.S.)'

Source:(comScore(

US : Facebook loin devant

!"!!!!

!20,000!!

!40,000!!

!60,000!!

!80,000!!

!100,000!!

!120,000!!

!140,000!!

!160,000!!

!180,000!!

!200,000!!

Nov"2010!Dec"2010! Jan"2011! Feb"2011!Mar"2011! Apr"2011!May"2011! Jun"2011! Jul"2011! Aug"2011!Sep"2011! Oct"2011! Nov"2011!Dec"2011!

Monthly!Unique!Visitors!(thousands)!

Social!Networks:!Unique!Visitors!(U.S.)!

Source:(comScore(

Facebook!

Google!Sites!Yahoo!Sites!

Pinterest!Tumblr!

LinkedIn! TwiTer! Google+!

US : Plateformes vs Portails

80.6%&

9.7%& 7.5%& 1.7%& 0.5%& 0.02%&0.0%&

10.0%&

20.0%&

30.0%&

40.0%&

50.0%&

60.0%&

70.0%&

80.0%&

90.0%&

Google& Yahoo& Bing& AOL& Facebook& TwiBer&

Percentage&Of&Traffic&&

Drivers&of&ELCommerce&Traffic&

Source:(RIchRelevance(

E Commerce vs F Commerce

1: Social Médias : l’effet Booster

1/3 lecteur est adepte de la version papier & de la version électronique

+ d’écrans, + de lecteurs, + de revenus ?

Sources  :  Facebook  Insights  mai  2012  /  Médiamétrie  NetRa>ngs  Internet  fixe  Channel  avril  2012  /  Médiamétrie  NetRa>ngs  Internet  mobile  Brand  Le  Monde  avril  2012  /  Médiamétrie  NetRa>ngs  panel  iPad  Brand  Le  Monde  janvier-­‐mars  2012.

le social reader8 millions de download

40 000 / jourlecteur & prescripteur

1er groupe readers : les 18-24 ansvenus du monde entier ( Afrique, Latam, US...Uk)

le temps passé à lire la presseaugmente de pour les

possesseurs de tablettes 75%

Mac computers iPhone iPad Apple TV

Chrome browser Android Android tablets Google TV

Windows, Office Windows 8 Windows Phone Xbox

PC smartphone tablet smart TV

Ecosystems)expanding).).).)going)beyond)four)screens).).).)

1. Effet Booster

1. Effet Booster

Social TV & Connected TV

it’s not people watching connected TVit’s connected people watching TV

2: Social Média = l’effet Data

Marketing Data High volume (esp. online) & heterogeneity ; direct access for Danone

Transactional Data POS : retailers mostly Online : very scarce (myEvian Evianchezvous, …)

Relational Data Ex: Gananones, Bledina Variable potential depending on brands (involvement factor)

2nd party Web partners, Affiliated sites,

Offline DB, SM pages

1st party Website traffic,

Registration, Commerce, Offline data, E-mails, Geo

Searches

3rd party Bluekai, Weborama, Targus,

Nielsen

2: Social Média = l’effet Data

2: Social Média = l’effet Data

Open Graph + Base Mail + Big Data = Social CRM

Social CRM = Real Time Reward

Social CRM = Social Gaming

Social CRM = Gamification

Social CRM = Data Visualisation

Social CRM = Open Graph

Social CRM = Mobile Marketing

Social CRM = Online Conversion

How to credit events prior to

the last ad?

What is the interaction between channels?

What is the impact of social buzz on

conversions?

What paths do customers take?

What is the impact of each touch point?

How to optimize the channel mix to

ROI?

How can I buy smarter?

ArtemisTM is Havas Digital’s proprietary DMP. Built in 2000 by Havas Digital & Price Waterhouse Coopers. It currently holds 100+ terabytes of data in a central warehouse in Madrid & Boston. Havas Digital invests millions annually to continue to offer clients a best in class solution for data management.

2: Social Média = l’effet Data

Audience Targeting Platform, or

ATP, leverage real time technologies & data to define campaign specific audience segments & integrate with any buying platform

Demand-Side Platform, or

DSP, take full advantage of the liquidity of online inventory by having access across multiple exchanges, networks & publishers, in real-time

Data Management Platform, or

DMP, very fast cookie warehouse with the analytical firepower to crunch, de-duplicate, and analyze campaign and non-campaign data on-demand

2: Social Média = l’effet Data

Ad Networks & Real Time Bidding

Welcome to the « R!"L#$I%& #'E()A#»

3rd party data integration

Real-time page contextualization

Brand protection

Internet users protection

OLV, rich media & mobile

Dynamic creative testing & optimization

Bespoke Premium inventory

Broad Reach / Quali Inventory

THE INTERNATIONAL HAVAS TRADING DESK

ATD OPERATING IN 60 COUNTRIES

1ère salle de marchés médias en Europeau coeur du Digital Village de Havas en France

From Real Time Data to « R!"L#$I%& #'E()A#»

3: Social Média : un effet Bulle ?

Une 3ème révolution industrielle est devant nous

“Old Media”

$366 Billion Market Value

Disney'

Comcast'News'Corp'

Time'Warner'

Time'Warner'Cable'

Viacom'

CBS'

Apple%Google%

Amazon%

Facebook%Yahoo% Twi6er% Hulu% Ne;lix%

$1,089 Billion Market Value

�New Media�

US : New Media x3.5 = Old Media

NASDAQ,'1991*2004'

3: Dépasser l’effet Bulle

What’s  happening  to  Facebook  stock,x75  valuation  to  x45

is  likely  a  common  transition…

Momentum  (  high  expectations)then  Multiple  Compression

3: Dépasser l’effet Bulle

3: Dépasser l’effet Bulle

Nous sommes rentrés dans une 3ème révolution industrielle

information, commerce,

puis énergie 2.0production 2.0

« hardware is the new softwarein a connected people-centric world »

Nécessité pour toutes les organisations d’anticiper cette 3ème révolution industrielle.