DH.be – “Oui, dh.be sera payant en 2013” (sondage)

DH.be – “Oui, dh.be sera payant en 2013” (sondage).

Ralph Vankrinkelveldt, rédacteur en chef de La DH , explique pourquoi votre quotidien, mais également l’immense majorité des médias belges, passera bientôt ce cap

BRUXELLES C’était inévitable. C’est désormais en route. Les heures de l’information gratuite, sur Internet, sont comptées. Les éditeurs de presse belge (francophone et néerlandophone) et, plus globalement, pratiquement tout site internet employant des journalistes – faisant de l’information son cœur de métier – vont adopter un modèle internet payant en 2013. Quelques euros par mois contre une information à profusion, tel pourrait être le credo de ce très délicat tournant de l’histoire de nos médias.

Pour simplifier au maximum, une nouvelle plate-forme verra le jour en septembre 2013, Media-ID. Il faudra y créer un compte, qui permettra de s’identifier ensuite sur tous les sites d’info du pays. Libre, ensuite, à chaque site d’info de faire payer ses contenus selon ses propres tarifs et son propre contenu. Le rédacteur en chef de votre DH explique pourquoi ce changement, certes troublant, était nécessaire…

Les internautes risquent de très mal accepter cette décision…

“Effectivement, il s’agit d’un tremblement de terre pour les 200.000 internautes qui nous sont fidèles au quotidien. Mais il est important que les gens comprennent bien les difficultés économiques auxquelles les rédactions font face. La diffusion de journaux est en baisse constante. Même si nous parvenons à la juguler via la qualité du travail fourni par nos équipes, Internet ronge chaque jour des parts de marché au journal papier. La DH a fait le choix, il y a douze ans déjà, de se positionner très fort sur le web. Notre place de leader francophone, tous médias confondus, sur ce terrain, avec 300.000 visites par jour, nous conforte pleinement dans ce choix. Mais, malheureusement, en l’état, les rentrées publicitaires du site Internet ne permettent pas d’assurer un équilibre économique avec nos coûts techniques, humains et journalistiques. Il nous faut donc, si l’on veut continuer à informer les gens au mieux, rentabiliser notre site. Les gens pensent que sur le Web, tout est gratuit, mais c’est faux. La production d’une information, qui plus est de qualité, a un coût…”

N’est-ce pas un peu étouffant, oppressant, de forcer, tous ensemble, les gens à payer ?

“C’est humain : il y aura probablement un blocage. Tout changement entraîne d’abord un rejet. On se donnera du temps, pour casser les habitudes, de la manière la plus douce et raisonnable possible. Mais ce n’est pas un traquenard, une alliance tacite pour faire de l’argent. C’est une question de survie pour la presse écrite. Notre défi est d’éduquer les gens au nouveau modèle. Apple est parvenu à inculquer, avec iTunes, que la musique sur Internet, cela se paye. Nous devrons faire comprendre, et le nous est très global puisqu’il inclut des milliers de rédactions à travers le monde, que l’information, dénichée, vérifiée, cela se paye aussi.”

Justement : combien ?

“Les réflexions à ce sujet sont encore en cours. Mais on devrait tourner entre 2,99 et 6,99 € par mois maximum, pour avoir accès à l’ensemble des contenus de notre site. On étudie aussi de nouveaux modèles. L’internaute pourra probablement s’abonner à des bouquets, englobant plusieurs sites. Et pourquoi ne pas imaginer un accord avec des acteurs tiers, comme des opérateurs télécoms ? Pour quelques euros de plus sur votre facture, vous auriez un accès illimité à tout l’univers de La DH…”

Si les internautes payent, ils veulent en avoir pour leur argent…

“Et c’est bien normal ! Nous allons apporter de grosses plus-values éditoriales à notre site, tout en maintenant ses forces bien installées qui font l’ADN de La DH. On créera de nouvelles rubriques, de nouvelles thématiques, en plus de proposer un tout nouveau design, qui permettra de surfer plus vite et mieux. Les couvertures live seront renforcées, tous supports confondus. Nos journalistes travailleront désormais tous sur le Web. Les rédactions web et papier vont collaborer de manière beaucoup plus étroite, ce qui augmentera la richesse de nos contenus.”

Vous n’avez pas peur que les gens se détournent de dh.be pour se contenter des médias gratuits, comme la TV ou la radio ?

“C’est un risque, mais un risque nécessaire. Je pense aussi que les gens sous-estiment leurs besoins en info. Puis, la télé ou la radio, c’est très bien, mais une très grande majorité des sujets traités dans les Journaux parlés ou télévisés sont issus de la presse écrite…”

Cela change quoi, pour le lecteur du journal papier ?

“Absolument rien. Nous continuerons à maintenir le cap de La DH papier, nous croyons toujours en elle, et ne la délaisserons pas.”

Et tout ça, c’est pour quand ?

“La plate-forme unique Media-ID devrait voir le jour durant la seconde moitié de 2013. DH.be restera donc gratuit durant une bonne partie de 2013. Nous préparons aussi de nouvelles applications mobiles pour smartphones et tablettes, qui verront le jour au premier trimestre 2013. Elles adopteront, aussi, le modèle payant.”

A. Ca.

La croissance organique de Havas plus forte que Publicis et WPP – LExpansion.com

La croissance organique de Havas plus forte que Publicis et WPP – LExpansion.com.

Havas a annoncé jeudi une croissance organique plus marquée en 2011 que celles de ses concurrents européens Publicis et WPP et a dit ne pas vouloir se hâter pour faire des acquisitions pour doper sa croissance dans les émergents.

Vincent Bolloré, président et premier actionnaire de Havas. Le sixième groupe publicitaire mondial a annoncé jeudi une croissance organique plus marquée en 2011 que celles de ses concurrents européens Publicis et WPP et a dit ne pas vouloir se hâter pour faire des acquisitions pour doper sa croissance dans les émergents. (Reuters/Eric Gaillard)

Le sixième groupe publicitaire mondial, qui s’est refusé à toute prévision chiffrée pour cette année, a dégagé un résultat opérationnel courant annuel en hausse de 8% à 220 millions d’euros, améliorant sa marge de 30 points de base, à 13,4%.

Le groupe, dont Vincent Bolloré est le président et le premier actionnaire, a annoncé une croissance organique de 5,9% de son chiffre d’affaires en 2011, à 1,645 milliard d’euros.

Sur le seul quatrième trimestre, la croissance organique ressort à 5,4%, avec une bonne résistance en Europe et un net ralentissement en Amérique du Nord.

Le directeur général David Jones, lors d’une conférence téléphonique, s’est montré raisonnablement optimiste pour 2012, à moins d’une dégradation spectaculaire de la situation dans la zone euro.

Havas affiche 1,4 milliard d’euros de gains de budgets nets en 2011, contre 1,9 milliard en 2010.

Le britannique WPP et Publicis, les numéros un et trois au niveau mondial qui ont réalisé des croissances organiques respectives de 5,3% et de 5,7% en 2011, se sont montrés confiants pour 2012, année qui sera rythmée par les Jeux olympiques de Londres, l’Euro de football et l’élection présidentielle aux Etats-Unis.

ZenithOptimedia, filiale de Publicis, table sur une croissance de 4,7% du marché publicitaire mondial cette année, en progression par rapport aux 3,5% estimés pour 2011.

Les analystes attendaient en moyenne un chiffre d’affaires de 1.630 millions d’euros en 2011 pour Havas, un résultat opérationnel de 212 millions et un résultat net de 133 millions, selon le consensus Thomson Reuters I/B/E/S.

Havas, dont le bénéfice net pdg a progressé de 9% à 120 millions d’euros l’an passé, propose un dividende de 0,11 euro au titre de 2011 – conforme aux attentes – contre 0,10 euro pour 2010.

Même avec une dette limitée à 37 millions d’euros fin 2011, Havas n’entend pas se ruer sur des acquisitions dans les pays émergents, qui ont représenté 16% de son chiffre d’affaires l’an dernier contre 9% en 2008.

“Ce n’est pas du tout que nous soyons prudents dans nos dépenses, mais nous sommes patients. Nous n’allons pas nous précipiter pour signer de gros chèques“, a dit David Jones.

L’action a clôturé en hausse de 1,26% à 3,865 euros, donnant une capitalisation de 1,665 milliard d’euros. À comparer à des gains de 1,57% pour Publicis et de 2,99% pour WPP, qui publiait également ses résultats jeudi.

Avec Marc Angrand, édité par Dominique Rodriguez

WPP overtakes Omnicom as biggest marketing group – Media news – Media Week

via WPP overtakes Omnicom as biggest marketing group – Media news – Media Week.

WPP last year registered the largest revenue for a global publicly listed marketing services company, pushing Omnicom out of the top spot.

Sir Martin Sorrell: WPP chief executive celebrates a strong year

The UK-based group led by chief executive Sir Martin Sorrell was helped by its acquisition of top tier market research company TNS in October 2008.

The addition led to a 13% increase in WPP’s calendar year revenue – from $10.7bn in 2008 to $12.1bn in 2009.

View full table of financial results

US-based Omnicom suffered a 12% drop in revenue from $13.4bn in 2008 to $11.7bn in 2009 as, along with the rest of the industry, it was hit by reduced client spend.

However, Omnicom was the most profitable company in the rankings, which were compiled by Marketing Services Financial Intelligence.

Despite Omnicom’s post-tax profit falling 21% and WPP’s holding steady, the former weighed in with a figure of $793m to the latter’s $666m.

Publicis Groupe claimed third place from US-based Interpublic in revenue terms, with just a 4% drop to $6.4bn compared to Interpublic’s 13% drop to $6bn.

Japan’s Dentsu, France’s Havas and the UK’s Aegis occupied the next three places.

Dentsu was strong on profitability, with post-tax profits of $341m outstripping the combined profits of Havas, Interpublic and Aegis.

It placed fourth in the ranking of post-tax profits after Publicis Groupe, which earned $573m.

Copies of the full report, ‘The Global Greats 2010′, are available from Marketing Services Financial Intelligence.

Survey: Marketers Top 10 Wish List For Ad Agencies of the Future « FUEL LINES Fueling Ad Agency New Business Through Social Media

Survey: Marketers Top 10 Wish List For Ad Agencies of the Future « FUEL LINES Fueling Ad Agency New Business Through Social Media

via Survey: Marketers Top 10 Wish List For Ad Agencies of the Future « FUEL LINES Fueling Ad Agency New Business Through Social Media.

 

A national survey  provides insight into what marketers want from their agencies. The Agency of the Future Survey, sponsored by Sapient.Though this survey was conducted just over a year ago, it is a perceptual look back as well as a look forward and still has relevance for agencies today.

The survey polled more than 200 chief marketing officers (CMOs) and senior marketing professionals, all of whom are either directly or indirectly responsible for managing digital marketing budget allocation across multiple channels.

Based on the survey results, Sapient, created aTop 10 Wish List for Agencies of the Future:

1. A greater knowledge of digital space
2. More use of “pull interactions”
3. Leverage virtual communities
4. Agency executives using the technology they are recommending
5. Chief Digital Officers make agencies more appealing
6. Social media savvy
7. Agencies that understand consumer behavior
8. Demonstrate strategic thinking
9. Branding and creative capabilities
10. Ability to measure success

Media Marketing – Une vision comparative du marché des media et du marketing

Media Marketing – Une vision comparative du marché des media et du marketing

via Media Marketing – Une vision comparative du marché des media et du marketing.

Mixx Awards: DG A/Modem, Agency of the Year

28/10/10

L’édition 2010 des Mixx Awards de l’IAB s’est achevée hier soir. Le Jury présidé par Brice Le Blévennec (Emakina) a décerné le prix de l’Agency of the Year à DG A/Modem, qui remporte en outre un Gold et le Most Innovative Award avec l’action iAd pour Axa, ainsi qu’un Bronze avec “The Blow Job” pour Ché. De son côté, Unilever repart avec le trophée de l’e-Advertiser of the Year, ce en plus d’un Silver pour sa plateforme Yunomi (Emakina). Le Lifetime Achievement échoit cette année à Hugues Rey (Havas Media). Un second Gold a été décerné au tandem Eurostar/TBWA pour la campagne “London Virus”, ainsi qu’un second Silver à Duyvis et Nascom pour “Is Your Bar Hot?”. Les deux derniers Bronze couronnent VVL BBDO et son action “The Virtual Open Doors Day” pour Mercedes-Benz, ainsi que DG B avec “Online Newsreaders” pour Vandaag.be. Last but not least, le Jury a décerné un Special Award à “Share avec ton grand-père”, une campagne de Boondoggle pour VOO.

Microsoft Seals Ad Deal With Interpublic (Source: MediaBrands)

Microsoft is getting cozier with Madison Avenue.

The software company is partnering with advertising holding company Interpublic Group in a deal that will make Microsoft the go-to ad technology provider for the U.S. offices of ad giant’s agencies, including McCann-Erickson, Deutsch, Hill Holliday and The Martin Agency. Microsoft, of Redmond, Wash., slashed its undisclosed rates, so that its ad server Atlas will become the default technology to deliver ads and analyze their performance.

With the deal, Microsoft stands to gain more business from IPG’s $30 billion in global media billing by becoming the default technology provider to manage, track, optimize and unify online marketing campaigns. Through engagement mapping, it will give advertisers a view of ad performance, from a consumer’s first click to their final buy. It will also give IPG the opportunity to build custom applications for individual agency clients, which include Coca-Cola, Volkswagen, Wal-Mart and Dunkin’ Donuts.

The deal won’t prevent Interpublic agencies from working with Google or other ad servers. Any agency or client can chose other vendors to handle their accounts, but if they don’t specify, Microsoft will be the default. “We take this as a sign that we’re a good partner and that it’s a sign of future things to come,” says Scott Howe, corporate vice president of Microsoft Advertising and Publisher Solutions.

Interpublic chose Microsoft over Google as its go-to helper. Why? It’s a more flexible partner, says Quentin George, chief digital officer at Mediabrands, an Interpublic media-buying unit. “They create platforms that give subject experts opportunities to innovate on them,” says George. “This gives us the ability to shape more of our own future.” The two companies developed a relationship last year, when Microsoft tested its media management software, the Media Operations Management System, with Mediabrands.

Microsoft and Google, which aired its first TV commercial during the Super Bowl on Sunday, are competing for the strongest foothold in the online advertising market. The two tech giants are vying to expand their business with ad agencies beyond the billions of dollars in search ads they buy each year. Microsoft and Google know that agencies are the gatekeepers to clients that are embracing the analytics of Web advertising and expanding into new formats, such as video and display.

The holding company’s decision to partner with any technology company signals a major shift for Madison Avenue. Ad executives long griped about Google and Microsoft encroaching on their territory by extending into traditional advertising. But Madison Avenue executives are now less reluctant to pair up with the Web giants. Some even feel they no longer have a choice if they want to make money in digital media. “We’ve figured out that we have to use technology to make buying, selling, and trading work better for brands,” says George.

The partnership also gives a glimpse at how ad executives see the future of advertising. Today, media is bought face-to-face and is traded in silos, broken down into display ads, search, radio, TV, and mobile, but that’s all about to change, says George. The labor intensive buying and selling will continue to swing toward digital transactions, he says. “We’ll see a much more digitally dynamic environment in the future,” says George.

Matt Freeman joins IPG’S Mediabrands to build next generation services (Tribal DDB Founder Brings Entrepreneurial Vision & Operational Expertise to Mediabrands) (Source: MediaBrands)

New York, January 15, 2010 – Nick Brien, President and CEO, Mediabrands today announces the appointment of Matt Freeman, as CEO, Mediabrands Ventures effective immediately.  The former CEO of media start-up Betawave and of Omnicom’s Tribal DDB Worldwide joins Mediabrands to scale the network’s portfolio of digital and specialized businesses. Matt will also collaborate with the flagship media management agencies of UM and Initiative to complement and strengthen their business offering.

This senior hiring amplifies Mediabrands’ commitment to the global expansion of specialist business units such as Reprise Media (search/social), Cadreon (audience demand platform), Ansible (mobile marketing), Orion Trading (media barter), Geomentum (hyper-local) and The Emerging Media Lab, as well as a determination to the help create new business growth for the network.  In conjunction with this announcement, Reprise Media opens it doors in five new markets (details below).

“Mediabrands is committed to investing in our diversified businesses to ensure customized marketing solutions for our clients.  Matt’s global business experience and entrepreneurial expertise are a perfect match for our ambitions to scale our digital and diversified capabilities,” stated Nick Brien, President and CEO of Mediabrands.  “Matt will be an essential player on our leadership team and becomes the necessary catalyst for our global expansion. He’s sure to stimulate fresh thinking and dynamic behavior across the organization.”

“I believe the next great frontier for creativity is actually in media,” stated Freeman.  “And I believe Mediabrands has the assets, the ambition and the spirit of invention to lead the way in an increasingly fluid media marketplace.”

REPRISE MEDIA GLOBAL EXPANSION ENABLED BY PROPRIETARY PLATFORM

Reprise Media, an award-winning search and social marketing agency today announce the global expansion of its services and technology, powered by the agency’s proprietary Search platform. The global technology will unite all Reprise Media offices under the successful search marketing model currently servicing the company’s clients in the US, creating an integrated international solution. Today, Reprise Media offices open its doors in London, Paris, Frankfurt, Madrid, and Sydney. The company plans to continue its global expansion throughout 2010 with additional offices in Italy, the Netherlands, Chile, Columbia, China, Denmark, Japan, India, South Korea, Poland, Belgium, Czech Republic, Portugal and others across the major regions.

By expanding the successful Reprise Media Search platform into these new markets, Reprise Media has created the industry’s first true global search technology, providing Reprise and Mediabrands clients access to consistent and localized services, expertise and innovation across markets. Reprise Media has established fully-integrated offices around the globe through a combination of redeployment of US employees and extensive staffing and training efforts. While operating independently in each market, these new offices will partner with Mediabrands media marketing units of Initiative and UM to power seamless worldwide client solutions.

-More-

“Today’s most innovative marketers are taking a hard look at their digital media options on a global scale. Mediabrands and Reprise Media have identified a tremendous gap in the way search marketing is managed internationally,” said Matt Freeman, CEO, Mediabrands Ventures. “Right now marketers are dealing with international options that are disjointed; with little coordination between the way search campaigns are structured and managed. It is Mediabrands vision to create the digital agency model of the future.  Leveraging a globally-connected, search marketing technology solution is something that will dramatically elevate digital marketing for our clients.”

Reprise Media’s proprietary campaign platform was developed to create, manage, measure and optimize search marketing campaigns from a single interface. With this expansion, this proprietary technology now gives each global office access to the same suite of world-class tools that can be fully customized by market to incorporate localized features such as language, currency, characters (for Asian languages) and search engines. As the market continues to evolve, and as Reprise Media expands to new countries, the Search technology will be further tailored to address new search engines, social properties, advertising exchanges and web analytics packages.

“The nature of search marketing has changed significantly in the last few years. Text ads on search results pages have given way to display, video and enhanced ad units, and the auction-based advertising model has spread far beyond the search engines,” said Joel Lapp, SVP, Product Management, Reprise Media, “It was for this reason that the proprietary tool was built with flexibility in mind. The technology can easily accommodate and integrate with new advertising opportunities, languages, currencies and character sets; even entirely different networks of search engines. We are excited to see the technology we designed for English speaking markets realizing its potential as we apply it to the challenges of new markets.”

-End-

About Matt Freeman

Matt was most recently CEO of the Betawave Corporation, an early-stage digital media company. Over 18 months, Matt led a $22.5 million recapitalization and spearheaded the company’s ascent to become the #1 Youth media company (ages 6-17), #2 Women & Moms (25-54) and a top-5 player in 18-34 demographics (comScore: November, 2009).

Prior to Betawave, Matt founded and served as CEO of Omnicom Group’s Tribal DDB Worldwide. Under his leadership, the agency grew to a global network of 45 offices spanning 28 countries and became the first digital agency in history to be named Global Agency Network of the Year by Advertising Age. Matt also served on both the board of Directors and the Executive Committee of DDB Group.

Matt, a graduate of Dartmouth College and the School of Visual Arts, has been inducted into the American Advertising Federation Hall of Achievement; has served on the board of the Advertising Club and the American Association of Advertising Agencies (4As) and is a member of the Marketing Advisory Board of the Museum of Modern Art (MoMA).

Reprise Media (www.reprisemedia.com) is a leading global search and social marketing agency. The company helps leading brands – including Microsoft, The Home Depot, and Hyundai, – manage their online reputations, drive traffic to their websites, acquire new customers and generate revenue through search engines and social networks. Headquartered in New York, the company has offices in San Francisco, Atlanta, Boston, London, Paris, Frankfurt, Madrid and Sydney.  SearchViews (www.searchviews.com), the company’s blog, provides daily news and commentary on the search engine marketing industry and is considered a must-read by industry insiders.

About Mediabrands

Created by IPG to manage all of its global media-related assets, Mediabrands employs 6,500 communications specialists operating in 90 countries and manages $32B in global media billings.  It is a proven entity in helping clients maximize the impact of their marketing investment to deliver explosive business results.  Mediabrands enhances the communications offering and performance across its network of media agencies including Initiative, UM, MAGNA and a roster of specialty service groups.  Mediabrands is part of Interpublic Group (NYSE: IPG), one of the world’s leading organizations of advertising agencies and marketing services companies.  For  more information, please visit www.mediabrands.com

Social Media: Is Facebook Tilting at Twitmills? | SearchViews – Daily insights on Search Marketing, Social Media and SEO by Reprise Media.

 

Social Media: Is Facebook Tilting at Twitmills? | SearchViews – Daily insights on Search Marketing, Social Media and SEO by Reprise Media.

 

Facebook has moved forward on several fronts this week, from tweaking its search capabilities to include out-of-network user updates for a more “real-time” experience, to the purchase of FriendFeed and most recently the beta testing of a so-called stripped-down Facebook Lite. While there are separate logical reasons for each of these changes, many commentators have remarked that in total they suggest a renewed focus on Twitter.

(…)

Best Brands in 2009 ? have a check at this … Source: PSFK

PSFK Good Brands Report

The Good Brands Report of 2009 is a celebration of leadership during this challenging year. Those who made it onto the list are businesses from which we should learn.

They are not just the well-known brands of the day, but also companies that lead by example in innovation, environmental consciousness, and social policy. We started our search for the Good Brands of 2009 by looking at the companies we were writing about on PSFK.com throughout this year. Then, we asked a panel of cross-industry global experts from the Purple List to tell us which of 40 common brands on PSFK were considered ‘Good’.

Download: Good Brands Report 2009

TOP 10 Brands ?

Google

Apple

ZipCar

Good Magazine

Amazon

Facebook

Virgin

Twitter

Ikea

Skype

Key Findings

There are a number of common traits shared by the Good Brands. The list below provides some insight into what makes these brands special.

Utility – Aim to enhance your usefulness for the consumer. In doing so, look not only at your product or service, but the eco-system that surrounds it.

Experimentation – Constant innovation is the essential element of growth. Continual- ly push the boundaries of your offering and create ancillary products.

Design – Premium aesthetics coupled with consistent delivery wins every time. A premium experience can be applied to any product or service, no matter where it sits on the price spectrum. Make your audience feel valued, encouraging them to include you as part of their identity.

Community and listening – Create a sense of community for your customers. Actively engage them and listen to what they have to say. They are the best source of guidance for improved service.

Change the model – Look at your consumers’ eco-system of needs and change your business model to suit them.

Beyond the 30 second ad – Of the top 100 largest advertising spenders in 2008, none of them made it onto this list. Instead of spending money on advertising, leverage the existing community that’s involved with your brand to promote your products and services.

Environmental priorities - Brands in the lower half of the list lose points prizing innovation over environmental responsibility. Build in sustainable practices wherever you can in your brand’s eco-system.

For more information on what we do, check the About PSFK page.