How will programmatic buying evolve to better serve native ads and other non-traditional content? (source:

A great point of view by , Published August 27, 201
full source:

In fact, you’re probably already being served content that uses this technology to decide what you see. Business Insider released a report recently noting it as one of the fasting growing drivers of content on the web, particularly when mobile and video are involved. According to the report:

  • Real-time bidding (RTB), the key piece of the programmatic ecosystem, will grow at a compound annual growth rate of 42% between 2013 and 2018.
  • RTB spending on mobile, video, and display ads will account for over $18.2 billion of US digital ad sales in 2018, up from just $3.1 billion in 2013.

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Descriptions of programmatic advertising or buying can be both confusing and varied – but at heart it simply means that pieces of software are talking to each other, and using data about the who, where, and when to buy and sell what you see.

In other words, it’s about using data to find the right audience at the right price at the right time.

The implications are deep and long-reaching, and it’s not just for the traditional banner ad either: formats like television are starting to move toward programmatic technology, too.

Related Resources from B2C
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That may all sound appealing – but it’s early, and even the sheer number of pieces that need to be connected suggest that automated and programmatic buying of non-traditional content is still in the experimental phase. Included in those pieces are demand and supply side platforms, as well as legacy ad exchanges that are geared towards very specific types of ad units, and content.

Another problem is that the amount of data available and variety of players involved comes with (at times convoluted) concepts like first, second, and third party data. It makes for a complex environment where signal is easily confused for noise, and of course there’s the potential for fraud on a large scale, particularly because, like micro-trading on the stock market, the buying and selling happens at very high speeds and in high volume.

What kind of content fits into programmatic buying?

So far it has been mostly focused on serving things like display and banner ads, but it’s likely that programmatic will eventually encompass any sort of content.

One of the most interesting angles involves the potential for data informed programmatic buying developed for native advertising.

This is still largely in a trial and error phase – the primary reason for this has to do with the difficulty of aligning content with a specific publication, and feeding back data that allows you to adjust what you create over time. If you’re just one buyer dealing with one advertiser or publication, this is a fairly manual but doable process. Applying this at scale, which is what programmatic buying by its nature would require, is much more difficult (though not impossible) to achieve.

At NewsCred we’ve had a few experiments with native advertising, including one that wasn’t so successful…

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While it didn’t elicit as spectacular a response as the Atlantic’s native ad for the Church of Scientology, it was a bit hard to swallow, and we were forced to go back to the drawing table.

Among the things we learned: understanding and using the language and tone of a publication is a must have for native ads.

We also know from experience that storytelling, context, and ideas matter, and that the quality of the content has to be good enough to fit in with the other stories the publication is running.

Once we figured out how to better align ourselves with Adweek and their audience, we tried again:

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This time the reception was much better, and neatly dovetailed into one of our most successful partnerships – a visual storytelling project with Getty Images.

How will programmatic buying evolve to better serve native ads and other non-traditional content?

One thing that will help is transparency around pricing, as well as making it clear where and when content is running.

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Native ad platforms like Syndicateare starting to address the transparency issue with pricing directories, and while it’s not yet a complete solution, it is an important step forward.

Ultimately, programmatic buying platforms will need to evolve in a few areas in order to ensure that the process is scaleable:

  • Aligning with the language and tone of a publication, as in the Adweek example above, is difficult to achieve at scale with programmatic buying.

In addition to targeting via demographics – when making ad buys, programmatic platforms will need to find ways to align data from automated and semi-automated content discovery. In other words, helping buyers both place content and understand where it might get the most traction or response, since that has implications for what they license and create on the front end.

  • Actionable, clear reporting and feedback is a must have.

Because no two companies are alike – and their content will always vary – strategies for programmatic buying will probably always need to have at least a human hand at the very beginning. Having useable reporting will be crucial for buyers or brands when creating their programmatic strategy.

  •  Providing some degree of control and transparency to all parties involved – including end audience, publishers, advertisers, platforms, and brands – is essential.

For now, placing native ads into a programmatic strategy is something that brands can do – but they are wisely being careful about its application so far, since getting this right is ultimately about providing content that audiences actually want.

And that’s worth more than anyone can imagine.


Paying for Digital Content Still Not the Norm in the UK – eMarketer

Paying for Digital Content Still Not the Norm in the UK – eMarketer.

There is no such thing as a free lunch, as the saying goes. However, as consumers have been moving their content consumption habits from the physical to the digital realm, that’s exactly what they’ve come to expect.

Expectation, it seems, is also being put into practice, with much larger numbers of UK internet users accessing free content or services than are opting for paid-for content. According to April 2014 research by Ipsos MORI, commissioned by Samsung, significantly greater numbers of UK internet users had accessed various categories of content for free than had paid for the privilege. For example, only 9% said they had paid for streamed TV, movie or video content; the proportion who had streamed this type of content for free was considerably higher, at 28%.

Even where there was greatest parity—14% said they’d paid for downloaded music content, vs. 18% who said they’d done this for free—this was in an area where a free streaming model is becoming increasingly common.

Of course, given the option of paying for something or getting it for free, who wouldn’t opt for the latter? But a free lunch is very rarely that, and this is true of digital content, too. While UK consumers aren’t particularly keen to pay for content with hard cash, they are prepared to pay with their attention, taking an “ad hit” in order to get their content for free. Given the numbers from Ipsos MORI, it appears that this method of “payment” is the most desirable. However, there are some factors that may sway consumers to pay with old-fashioned currency.

In the mobile app sphere, ad avoidance is something that some consumers take into account when opting to pay for apps, but it’s a far less important consideration than the quality of the content. November 2013 data from PricewaterhouseCoopers found that 40% of mobile phone users in the UK were willing to pay for mobile apps in order to have no ads. However, a far greater proportion—72%—were most willing to pay for what they deemed “valuable content.”

This is something that extends to other content categories, too. In TV and video, consumers are most likely to pay for streaming subscriptions, say, if there is quality content to be had on that platform that can’t be accessed anywhere else—accessing movie back catalogs, for example. The recent FIFA World Cup provided another example of consumers’ willingness to pay for content deemed exclusive or valuable, with 80% of UK smartphone users saying they were willing to pay for World Cup video content, according to research conducted by On Device Research for the Interactive Advertising Bureau. Build the content and maybe, just maybe, they’ll come.

- See more at:

axa drive : l’application anti-bouchons (Source:



Dans la jungle des applications dédiées à l’automobile, la compagnie AXA lance un nouvel équipement afin d’aider les conducteurs à voyager plus sereinement. Explications.

C’est le fléau quotidien des automobilistes des grandes villes : parvenir à se rendre d’un point A à un point B sans connaître les affres des embouteillages.

Pouvoir anticiper ces points noirs en adaptant son trajet en conséquence grâce à la connaissance de l’état du trafic, c’est en somme le cœur de la nouvelle application mobile Axa Drive.

Mieux, l’application Axa Drive se pare d’une fonction alerte, qui soumet au conducteur le moment a priori idéal d’un départ, en fonction des aléas qu’il rencontrera sur la route, grâce à l’analyse en temps réel de différents paramètres comme les conditions du trafic (travaux, météo, routes fermées …). Le tout, en pouvant communiquer à l’instant T sa géolocalisation à la personne qui l’attend à l’arrivée.

Mais ce n’est pas tout, AXA Drive dispose aussi d’une technologie qui enregistre la conduite de celui qui prend le volant. A cet effet, l’application propose au conducteur un score de conduite basé sur son comportement au volant (freinage, accélération, prises de virages, allure). Puis, de manière ludique, de pouvoir revivre ses trajets afin d’améliorer au fil du temps son score de conduite, par exemple pour consommer moins de carburant : bien vu et challengeant !

Amélie Oudéa-Castera, Directrice Marketing, Service et Digital d’AXA France, précise à ce sujet : « Avec AXA Drive, nous avons à cœur d’accompagner et de servir nos clients mais aussi l’ensemble des automobilistes pour qu’ils abordent chacun de leur trajet en toute sérénité. Être alerté pour toujours prendre la route au bon moment, choisir le parcours le plus fluide, se reposer sur le soutien et l’expertise de leur assureur en cas d’accident, font partie des nombreuses solutions que nous pouvons désormais leur apporter de manière instantanée et innovante. »

Last but not least, Axa Drive joue aussi la carte de la sécurité en communiquant le cas échéant au conducteur des numéros d’assistance et d’urgence, et des messages de prévention. Axa Drive ou le service à la carte pour chaque conducteur cherchant à conjuguer gain de temps et sécurité : suffisait juste d’y penser, AXA l’a fait.

Télécharger gratuitement l’application Axa Drive (disponible en plusieurs langues) sur :




Like2Buy: seamlessly allows Instagram users to make purchases items liked on your feeds.

Communications and sales channels are blurring – extract from CNBC:

Target, Nordstrom make Instagram shoppable.

Attention fashion lovers: It just got easier to shop on Instagram.

Both high-end department store Nordstrom and big-box retailer Targetare teaming up with Curalate, a visual marketing and analytics firm, to launch Like2Buy, a platform that seamlessly allows Instagram users to make purchases when they see an item they like on their feeds.

Nordstrom's Instagram page.

Source: Nordstrom’s | Instagram
Nordstrom’s Instagram page.

The concept is dangerously easy: By clicking on the retailers’ profile pages, users can bring up a gallery of shoppable Instagram photos, and click through to go directly to the retailer’s website. There, they can read product reviews and make a purchase through the retailer’s secure page.

Users can also use a function in the Instagram gallery, called “My Likes,” to save items for later.

“We connect with more than 500,000 customers on Instagram by posting items we hope they find inspirational, beautiful and fun,” said Bryan Galipeau, social media director at Nordstrom. “Like2Buy enhances the experience for customers who want to take the next step and learn more about the great fashion we’re featuring, to make a purchase or save items for another time.”

Apu Gupta, CEO and co-founder of Curalate, said Instagram is an “amazing” platform for engagement. He cited a recent study by Forrester Research, which found that the image-driven platform delivered brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.

“There’s an enormous audience here that is very engaged in what these brands are pushing out,” Gupta said, adding that it was frustrating for both marketers and shoppers when consumers couldn’t easily purchase an item they liked. “[Like2Buy] makes it very easy for consumers to engage with a product and buy quickly.”

Although many tout the importance of brands connecting with consumers over social media platforms, they have struggled to take off as a significant revenue stream for companies. According to a recent report by IBM, only about 1 percent of visitors arrive at retail sites from social media pages.

“I think that’s been the whole reason why we were so eager to do this,” Gupta said.

Last year, Curalate launched Fanreel, a product that allowed brands to incorporate user-generated images onto their websites and product pages. About 50 brands, including Urban Outfitters and Wet Seal, launched the product, and saw the rate at which traffic from Instagram turned into sales increase collectively by about 26 percent.

Like2Buy is available to the more than 450 brands that work with Curalate, including Gap and Neiman Marcus. The individual brands need to opt in to activate the service on their Instagram pages.

The product is already live on Nordstrom’s Instagram page. It will launch on Target’s page in the next few days, Gupta said.

—By CNBC’s Krystina Gustafson

Datamorphose et Datacoin – La data, une nouvelle source de revenus ? (Yves Del Frate – CB News)

France, Fast Forward : Les media, pour accélérer la croissance en France.

Yves del Frate — CEO Havas Media France

+ 6,9 % en 2011, + 4,5 % en 2012, +2,8 % en 2013 : les gains de part de marché des marques qui ont augmenté leurs investissements publicitaires*.

L’investissement media pour booster la croissance. Un must pour les Américains qui investissent 2,5 fois plus en media par habitant qu’en France (363€ vs 147). Les Allemands n’étant pas en reste avec 190€, + 30 %. Les media créateurs de valeur, sont eux-mêmes en transformation accélérée, autant de nouvelles opportunités de croissance en France ! Alors que nous passons de la « France télé » à la « France Twitter »  la ruée vers l’or digital s’étend avec les poussées de You Tube, Le Bon Coin, Amazon… avant les nouvelles vagues Beachmint, Shoedazzle…

Une nouvelle dimension de l’audience TV est née de l’interaction des media sociaux avec les programmes  l’audience sociale, mesurée par le SRP (Social Rating Point), nouveau filon pour engager les publics dans un dialogue avec les marques qui peut aller jusqu’à la transaction.

Après les « couch potatoes », les « couch shoppers », marketeurs, à vos « TV commandes » !

Les Owned media sont générateurs de business également. « Clics et briques » réconciliés… le multi canal s’impose, le Drive déroule, + 49 % en nombres d’unités en 2013, autant que d’hypers en France. Le E-commerce n’est pas en reste à + 13,5 % en valeur en 2013.

Cette netamorphose des media nous conduit en datamorphose.

La Data pour les Français, une nouvelle source de revenu ?

Si 89 % des Britanniques se disent inquiets de l’intrusion de la data dans leur vie privée… ils sont 45 % à se déclarer prêts à partager plus de data en échange de rémunération.

Après le Bitcoin, le Datacoin ?

La transformation digitale des media, de notre société s’accélère, les points de contacts deviennent des points de ventes, les points de vente des points de contacts  les marques, des media, des points de vente  les points de ventes, des media  les media des points de vente… des bars, des restaurants… seule limite aux business models, votre imagination.

La révolution digitale est commerciale, la valeur de votre marque demain est dans sa valeur media aujourd’hui alors investissez dans la ruée vers l’or numérique en France et visons ensemble le même niveau de croissance que l’Allemagne en 2015 : 1,7 %.


Yves del Frate


* : source : 2MV DATA CONSULTING EFFI 500, La première étude d’efficacité media en continu des 500 plus grandes marques grande conso depuis 2010.

Algorithmes devins : les smartphones, bientôt nos « deuxièmes cerveaux » ? – Le nouvel Observateur

Algorithmes devins : les smartphones, bientôt nos « deuxièmes cerveaux » ? – Le nouvel Observateur.

Très intéressante interview de Rand Hindi  dans le Nouvel Obeservateur: Patron de Snips, une start-up qui ambitionne d’allier « big data » et algorithmes pour repenser le quotidien et la façon de vivre des citadins en anticipant leurs comportements. Le prestigieux MIT (Massachussetts Institute of Technology) lui a décerné en avril dernier le titre de meilleur start-upeur français de l’année.


Rue89 : Pouvez-vous nous expliquer ce qu’est l’analyse prédictive ?

Rand Hindi : L’idée de l’analyse prédictive, que souvent les gens appellent « big data » par amalgame, c’est de récupérer une grande quantité de données, d’extraire des motifs statistiques à l’intérieur, et de s’en servir pour essayer de prédire ce qui va se passer après.

Mais quand on parle de prédictions, on ne parle pas de prédictions façon « boule de cristal », on parle en fait de mesurer la probabilité qu’un événement particulier se produise.

Comment obtenez-vous ces données qui permettent de bâtir les modèles prédictifs ?

Et par dessus ça, on a également de la donnée qu’on récupère directement à travers l’application sous trois formes différentes :C’est là où ça devient intéressant. Il y a de l’open data, énormément. On capture de la donnée depuis une centaine de sources d’open data, allant de la météo jusqu’à de la donnée de cartographie, sur les gares et les immeubles à proximité… On croise cela avec des données que nous a confiées la SNCF sur l’affluence dans les trains.

  • les requêtes de recherche ;
  • les « check-in » ;
  • et, lorsque l’utilisateur accepte, on récupère sa géolocalisation anonymisée quand il est dans le réseau de transport.

C’est dans cette direction que vous avancez maintenant avec Snips ?

Le nouveau produit qu’on est en train de lancer qui sera prêt d’ici la fin de l’année est une app qui est capable de comprendre ce que tu cherches à faire dans ta journée pour te proposer directement l’information dont tu as besoin et te renvoyer vers les apps que tu as besoin d’utiliser.

Plutôt que d’aller chercher ton application microphone dans ta liste, ton téléphone aura compris que tu es dans un café pour une interview et te propose directement l’appli et une fiche LinkedIn sur moi. Ton téléphone s’adapte à ton mode de vie.

Lire l’intégralité de l’interview:

en savoir plus sur Snips:

At Snips, we leverage personal, social and urban data to make our proprietary machine learning algorithms able to determine the users’ context and predict what they will want to do next. This ground-breaking technology enables us to create products that can learn and adapt to us, taking us a step further towards a world of truly ubiquitous, context-aware computing.


Most Consumers Don’t Tote Wearables to the Gym—Yet – eMarketer

Most Consumers Don’t Tote Wearables to the Gym—Yet – eMarketer.

Wearables are a hot topic at the moment. There’s been talk recently about the future of notifications on such devices, fashion brands such as Tory Burch and Diane von Furstenberg (DVF) have partnered with tech companies to make wearables more stylish, and GE is testing Google Glass to see how the technology could help boost efficiency in its car factories. In April 2014, International Data Corporation predicted that wearable device shipments worldwide would rise more than 488.9% between 2014 and 2018, from 19.0 million to 111.9 million.


Consumers have reported using mobile health and fitness apps to get in shape, and many industry sources believe that wearables are next. March 2014 polling by Makovsky Health and Kelton Research found high interest in wearable health and fitness devices: 81% of US internet users said they would use one. Tracking fitness was the top reason, cited by 48%. Keeping up with personal health issues landed in second place, while tracking diet and nutrition ranked third.

However, wearable health and fitness devices have a long way to go before they’re standard gym gear. In a June 2014 Opera Mediaworks study, just 2.5% of US smartphone users said they used wearable fitness and activity trackers while exercising. However, usage was relatively low for all devices except smartphones (57.7% of respondents). While the future may be bright for wearables, do-all smartphones are still No. 1 when exercisers need to pump it up.

- See more at:

Music Piracy: Consumers do prefer legal and ethical options, but they favour different ways of making this economically viable.- (Vlerick Business School)

Business model insights on how to beat music piracy – Vlerick Business School.

Business model insights on how to beat music piracy

In recent years, the popularisation of the World Wide Web and the rise of mobile music hardware have intensified online music piracy. Prof Dr Bert Weijters, Prof Dr Frank Goedertier and Sofie Verstreken have published an academic research study that examines music consumption preferences in today’s new context in which consumers face a myriad of music platforms with diverse business models and delivery modes. Counter-intuitively, the results show that consumers do prefer legal and ethical options, if available – but they favour different ways of making this economically viable.

Past research has argued that youngsters, in particular, use online technologies and platforms that facilitate piracy – and that youngsters seem to attach less importance to the ethical and legal aspects of music consumption. However, much of this research dates from an era in which ‘free’ was nearly synonymous with ‘unethical’ and ‘illegal’. That is, in the past, most applications offering cheap and convenient online access to music were illegal and did not create revenues for the artists. This raises the question: what truly drives youth’s music piracy consumption choices: a drive to defy the law, economic reasons, or convenience? 

The current consumption context

The current context has changed and offers a wide variety of legal and illegal online music consumption possibilities (including file-hosting services, free with advertising streaming platforms, paying streaming models with the possibility to download, video converter programs, etc.).

This new context allows, and calls for, research that studies potential music consumption driving factors in a disentangled way. The research discussed independently examines ethical concerns and other music consumption preferences (e.g., quality, streaming versus downloading, presence of advertising, etc.) as explanations of age group differences in online music consumption.

The research responds to an urgent business need: industry stakeholders are uncertain about how to respond to illegal music consumption and are looking for up-to-date information related to the specific preferences of music consumers in this new context.

6 online music consumer segments

Prof Dr Weijters, Prof Dr Goedertier and Sofie Verstreken undertook their study to update the extant literature on online music consumption – taking today’s technological context into account. Specifically, their goal was to better understand the way consumers in different age groups make choices when faced with alternative music platforms that vary in a wide range of attributes, including the extent to which they are legal and ethical.

Their research identifies 6 online music consumer segments and suggests specific ways of approaching them:

  • Free users are the youngest segment, and nearly all of these consumers have experience with downloading and/or streaming music. They are the most online music savvy segment and have an outspoken preference for free online music. Good quality is important to this segment, which means that ‘free users’ are not willing to sacrifice quality in exchange for free music.
  • Quality seekers value high audio quality. They are the second most experienced segment – a high proportion of these consumers have downloaded before. Although this segment also shows a preference for free music, it is much less outspoken than the free users, so it is reasonable to expect a certain willingness to pay for (high-quality) music.
  • Average users have music consumption preferences that are in line with the overall findings: i.e. high quality, legal and ethical (though less so than the quality seekers, law-abiding, and ethical consumers segments, respectively).
  • The Indifferent segment is not very opinionated, except for a preference for downloading (with or without streaming). Limited experience with online music may be the reason for this, as nearly 23% of this segment have not downloaded or streamed music before. This is the only segment not concerned with quality.
  • The Law-abiding segment is relatively inexperienced, and these consumers seem relatively indifferent towards quality. Their predominant criterion in choosing an online music platform is that it is legal.
  • Ethical consumers, the smallest segment, attach most importance to artists getting a fair share of revenues. Remarkably, these consumers emerge as a segment distinct from the law-abiding segment. This suggests that consumers differentiate between legality and ethicality, and that consumers who care about the one aspect do not necessarily care equally about the other.

Managerial implications

In general, this study suggests that the most promising avenues towards a more legal and ethical online music offering are:

1)    A free music approach, supported by advertising, targeted at younger consumers and/or the free users segment (the two clearly overlap), and

2)    A high-quality music approach, with the possibility to download for which a price can be charged, targeted at older consumers and/or the quality seekers segment.

Interestingly, the older segment prefers the legal/ethical options, while the younger segment prefers the illegal option over the legal paying option. This is not because of a difference in preference for ethical or legal alternatives, but because of a stronger preference for free music.

This shows that, in real-life choices, youngsters may appear to be less ethical and law-abiding, but the driving force behind this is mainly economic. In a way, this is reassuring, as it suggests that music piracymay be less deeply ingrained in the youth culture and norms than previously thought.


Source: “Online Music Consumption in Today’s Technological Context: Putting the Influence of Ethics in Perspective” by Prof. Dr. Bert Weijters (Department of Personnel Management, Work and Organizational Psychology, Faculty of Psychology and Educational Sciences, Ghent University), Prof. Dr. Frank Goedertier (Consumer Marketing, Retail & Branding Cluster, Area Marketing, Vlerick Business School) and Sofie Verstreken (Think BBDO, Belgium). Published online in the Journal of Business Ethics, 25 September 2013 (ISNN 0167-4544).

Nearly 1 in 4 U.S. Consumers Use a Health Tech Device – Health Tech Insider

Nearly 1 in 4 U.S. Consumers Use a Health Tech Device – Health Tech Insider.

Parks Associates Digital Health Survey

Extract from: Health Tech Insider

Please read the full article:

According to a recent survey by Parks Associates of households in the U.S. with broadband service, 22% used “an electronic device that measures and tracks your exercise, sleep patterns or vital signs.” While this is based on a small sample, a Pew Research Center study last year indicated that about 70% of U.S. households has broadband Internet access (up from just 3% in 2000).