Japanese is the second most tweeted language (30% of the internet users): Discover local social TV strategies !

Japanese TV Execs Share Social Media Strategies at Tokyo Content Market.

Japan has long been called one of the world’s most Twitter-savvy nations. After all, Japanese is the second most tweeted language behind English, and some 30 percent of the country’s Internet users are said to be on Twitter.

On day two of the Tokyo International Film Festival’s content market, TIFFCOM, TV executives gathered for a panel discussion to share strategies and case studies on how local networks are leveraging the platform to reach, engage and retain audiences.

Kicking off the presentation, entitled “The Audience Strikes Back: How to Engage Television Audiences Through Mobile and Social Media,” Masaki Hamura, managing director of digital creative agency AKQA, made the basic case for why TV producers need to be more aggressive about integrating social media into their content.

Read more Tokyo Content Market Opens With Record Attendance

“Social interaction always affects one’s primary experience,” he said. “For example, if you see a beautiful sunset, that’s probably pretty memorable. But if you see the same sunset with your daughter, it’s going to be more significant because you’ve shared it.”

Hamura, who recently served as head of brand strategy for Twitter in Japan, said that TV viewing has always been a social activity best enjoyed with family or friends, but social media has made this possible across distances and with larger groups. “I often turn on my TV because I see all my friends talking about some show on Twitter,” he added.

Mikiko Nishiyama, a senior director at Nippon TV, Japan’s oldest and highest-rated commercial broadcaster, then took the podium to share some of the innovative ways in which Japanese networks are utilizing Twitter and mobile apps.

The broadcaster’s drama Piece Vote, which launched in 2011 and airs at midnight, has begun featuring an on-screen overlay of live tweets from viewers. “While watching the program, you can also watch the response from other viewers,” Nishiyama said. “Often the response is as entertaining as the action. Our producers choose the tweets. It’s a highly interactive way of watching TV.”

The network’s recent dating show Tweet Love – with the tagline “her love life is in your hands” – goes a step further. Co-developed by Sony Pictures U.K., the format features a young single woman and three male suitors. Much like conventional dating shows, the bachelors are profiled in their daily lives and each gives performances and engages in various competitions in an effort to impress and win the interest of the woman. The key difference: she is unable to see the bachelors themselves. Instead, viewers tweet their reactions and impressions and select tweets are presented to her on three floating screens. It’s not until she makes a choice that she sees the various contestants and interacts with them directly – with still more action later determined by viewer tweets. Rather than merely supplementing the viewing experience, viewers’ tweets dictate every aspect of the action.

Read more International Business Themes Dominate Tokyo Market Seminars

Nippon has also developed an app to interact with its various programming. Named “Furi Furi TV,” which translates to “shake shake TV,” the app makes shows into interactive games that viewers play by shaking their smart phones at key moments during broadcast.

For example, during Nippon TV’s recent airing of The Amazing Spider-Man, if viewers shook their phone anytime Spider-Man shot a spider web, they could win points and prizes provided by advertisers. The app also has social network integration so viewers can compete against their friends while watching. During music programming, audiences can win points by shaking and dancing with their phones in synch with the music.

“The idea is to create engagement and viewer participation, while also creating a new channel for advertisers and sponsors, said Nishiyama. “The response was greater than we expected.”

Twitter users in Japan set a world record of 143,199 tweets per second in Aug. 2013 by tweeting “balus” during a television broadcast of Hayao Miyazaki‘s anime classic Castle in the Sky (Tenku no Shiro Rapyuta). A magic word in the Miyazaki universe, “balus” triggers a spell of destruction when said by characters at the beloved film’s climax. Germany’s soccer World Cup blowout of Brazil during the summer set a record of 580,000 tweets per minute, but Japan still owns the per-second title.

58% of respondents reported that they use another device almost every or every time they watch TV (Tivo)

TiVo reports dramatic rise in multitasking when watching TV.

New research from Tivo indicates a dramatic increase in multitasking during TV viewing: over half of the 856 survey respondents reported multitasking every time or almost every time they watch TV (51%); compared to just over one third (36%) in last year’s survey.

The company just released its its Second Annual TiVo Multitasking and Social TV Survey. Though TV multitasking may be on the increase, viewers also report an increase in TV viewing as the primary focus: 47% of respondents’ total TV time is spent with their primary attention on the TV show while multitasking, versus last year’s 39%. 26% of their TV time is spent multitasking with their main focus on another task, similar to the 2013 study, and 27% of their TV time is spent only watching TV (not multitasking), down from 35% in 2013.

Despite the pronounced increase in TV multitasking, viewers continue to report that their alternate activities are only rarely related to the program being watched. Only 5% of respondents report TV-related multitasking every time or almost every time they watch TV, while 50% report never or almost never engaging in TV-related multitasking. Top TV-time activities include browsing the Internet (74%), reading or sending email (73%) and text messaging (71%).

“Even given the proliferation of multitasking, viewers remain primarily focused on the television shows they are watching,” said TiVo Chief Research Officer Jonathan Steuer. “To paraphrase the Bard, the program’s the thing!”

Online engagement with favorite programs has indeed become commonplace: 61 percent of respondents report searching the Internet for information about the programs they watch and 47 percent have “liked” a show’s official Facebook page. However, these activities do not usually occur while watching the program.

In the early 1950s there were reports of significant drops in water pressure during The Milton Berle Show’s commercial breaks. Apparently, even with the preponderance of PVRs, times have not changed that much, as 85% of respondents reported going to the bathroom during commercial breaks. Even 81% of those with a PVR reported trips to the loo during commercial breaks. Other popular activities include getting a drink or snack (78%), talking to people in the house (50%) and surfing the internet (44%).

63% have noticed Twitter hashtags displayed during television shows, but of this group, only 12% liked seeing hashtags while 53% disliked them. A similar trend occurs with onscreen polls; 37% have noticed them, and within this group, 20% liked and 45%disliked the polls.

Additional Key Findings: 94% of respondents reported that they have multitasked while watching TV. The smartphone (78%) and the laptop (72%) are the two most popular devices used while watching TV.

58%t of respondents reported that they use another device almost every or every time they watch TV. During commercial breaks, 56% of respondents report multitasking every time or almost every time.

25% of those surveyed said searching the Internet for information about a program is the top activity that increases their enjoyment of TV; reading episode recaps and reviews comes in second at 10%.

Only 22% reported ever posting on social media sites about shows they watch; 5% of all respondents do this a few times a week or more. Of those who do post to social media about their TV faves, the majority (71%) selected Facebook as the site they most commonly post about TV; Twitter came in a distant second with 24%

About Programmatic: What an agency is providing is like an architect work optimising all the different touch-points

Havas Media Group’s Dominique Delport on the benefits of self-disruption

08 OCTOBER 2014
Havas Media Group’s Dominique Delport on the benefits of self-disruption

Havas Media Group’s enigmatic global managing director Dominique Delport gives M&M Global a rare exclusive interview in which he explains how the company is driving change through technology and encouraging deeper engagement through organic marketing.


Dominique Delport was all smiles when he arrived in Miami for the Festival of Media LatAm last week. Havas Media Group’s global managing director has been in his post for almost two years and a lot has happened.

Media architect

In today’s media landscape, Delport firmly sees the agency’s role as media architect, optimising all the different touch-points of print, outdoor, TV and digital but also driving technological change for the benefit of the client.

“We have to be able to provide programmatic value, otherwise, as the middle-man, we’ll be cut-out and brands will decide to take a more direct approach. There are already too many DSP silos covering mobile, television and digital so we wanted to invent something that would provide consistency, transparency and technology neutrality for clients,” he says.

Two days before the Festival of Media LatAm in Miami, Delport tackled this with the launch of what he calls the world’s first ‘Meta DSP’.

A DSP, or demand-side platform, is technology that enables advertisers, agencies or their trading desks to bid for audience impressions on auction-based exchanges.

Delport claims this new version is the first to offer brands the ability to do that seamlessly across multiple DSPs. “Before, with the same amount of money, if you used five DSPs you’d get five completely different outcomes,” he explains.

“A DSP is fundamentally four things – access to inventory, access to data sets, a series of algorithms and features. The different features will give different outcomes so you need to manage this. Our Meta DSP does this algorithmically. It’s a technological invention that was three years in the making and one we’re extremely proud of.”

Havas’ Meta DSP is being rolled out into 102 countries and aims to provide openness and transparency, allowing clients to plug in their own data sets and manage cross-channel campaigns more effectively. For Delport, this takes Havas into the realms of being a change agent.

“If you want to make a difference, you need to be different,” he says. “We want to have the best of both worlds – we want to have the scale of the fifth largest communications group in the world but we also need to have the agility, and the passion of a start-up or a tech company.

“If we can provide that, if we have no fear of hacking our own system, of disrupting ourselves, of being bold and breaking the mould and challenging ourselves all the time, I really think that we’ll be in good shape for the future.”

On Facebook’s New Ad Platform, Your Data Will Follow Everywhere – Business Insider

On Facebook’s New Ad Platform, Your Data Will Follow Everywhere – Business Insider.

mark zuckerberg
David Ramos/GettyFacebook CEO Mark Zuckerberg

Facebook has a new way to make money off of your data—and, potentially, to learn more about you than it ever could before.

If you’re a Facebook user, the company’s machines already know all the things you’ve explicitly told Facebook over the years, like your name, age, email address, friends, likes, and interests. They also already know how you behave on Facebook, including which types of stories you’re likely to click on and which friends’ status updates you like the most.

Now they’re beginning to learn more about how you behave when you aren’t on Facebook. For instance, they have the ability to know whenever you visit a Web page that has a “like” button. For years Facebook insisted it wouldn’t use this sort of data to track your activity for commercial purposes. Recently, it decided it might start doing that after all.

facebook atlasfacebookFacebook Atlas

On Monday, the company announced the next step: a new advertising platform called Atlas. Atlas will allow advertisers to harness Facebook’s data about you to target you on non-Facebook sites and apps, with ads not purchased through Facebook. Again, these are not Facebook ads, and they won’t be shown on Facebook—but they’ll be drawing on all of Facebook’s knowledge of you as an individual in order to target you. They’ll be able to do that even if you’re not logged into Facebook and have cookies turned off. Facebook calls this “people-based marketing.”

The move puts Facebook in direct competition with Google’s DoubleClick service, offering advertisers the chance to target users and measure their ads’ reach on a potentially wide array of sites as well as mobile apps. The potential edge, for Facebook, is that Atlas won’t rely on browser cookies. Cookies can be cleared, they don’t cross from one browser to another, and they’re notoriously ineffectual on mobile devices. Google has been working to address this problem. But with Atlas, Facebook may be leaping ahead.

If you’ve ever logged into Facebook on your phone, Facebook has linked your phone’s unique identification number to your Facebook account. So when you use another app or a different browser on the same device, Facebook’s computers still know it’s you, and Atlas will be able to use that information to help advertisers reach you. Visit a site from your desktop computer using a browser on which you’ve logged into Facebook, and Facebook will know you’re the same person who visited it from your mobile phone awhile back.

sheryl sandberg mark zuckerbergFacebook.com/sherylZuckerberg with COO Sheryl Sandberg

Facebook has responded to privacy concerns by clarifying that Atlas won’t actually give third-party advertisers any information about you. It will just use that information to make sure they’re reaching their intended audience.

But one of the biggest long-term impacts of Atlas may be to expand Facebook’s own ability to track you across the Web and mobile apps. When you visit a site that uses Atlas to serve ads, you’ll be giving Atlas more information about yourself that it could potentially add to the ever-expanding database that Facebook has on you.

A Facebook spokesman told me that the information Atlas gleans about your browsing habits will not be sent back to Facebook. “Atlas doesn’t tell marketers who you are, and Atlas also doesn’t share information about you back to Facebook,” he said. Of course, Facebook has been known to change its mind about such things. When I asked the spokesman if he could promise users that Atlas would never share this information, he declined to comment.

Read more: http://www.slate.com/blogs/future_tense/2014/09/29/facebook_atlas_ad_platform_your_data_will_follow_you_across_web_apps_devices.html?wpsrc=fol_tw#ixzz3Ew6GQInt

Havas launches the world’s first “Meta DSP”

Affiperf, Havas’ programmatic pure player, extends boundaries of programmatic buying with the introduction of the world’s first real time, agnostic system to work across multiple Demand Side Platforms

Today, Affiperf, Havas’ programmatic pure player, became the first company in the world to offer brands the opportunity to operate seamlessly across multiple demand side platforms with one single point of contact with the launch of its “Affiperf Meta DSP” solution. This represents a significant leap forward in what is now called “the age of programmatic” as the topic continues to dominate the agendas of events such as this week’s Advertising Week in NYC.
As technology, data and algorithmic complexity have increased; automation in the media industry has become the new norm. Despite this, the potential of automated programmatic methods for real-time buying have been limited by the fact that until now, agencies were limited to using inventory from different Demand Side Platforms (known as DSPs) in parallel. As the number of DSPs in the market exploded, this added a rather frustrating and inefficient complexity to the process of optimisation and data collection in programmatic buying.Algorithms data and advertising

Following 3 years of research from Affiperf, a Fields Medal holder and renowned data scientists MFG Labs, the Affiperf Meta DSP solution offers for the first time, a way to unify and make sense of data sets across multiple platforms. It aggregates multiple assets using their APIs, i.e. data inventory, features and algorithms from a number of DSPs. It then uses modelling and decision engines to allow traders to recommend wider, more sophisticated strategic options and monitor them.

Pierre-Louis Lions, MFG Labs co-founder and Fields Medal holder 1994 comments: “Thanks to three years of extensive R & D we have been able to bring technical neutrality to the conception, implementation and optimisation of campaigns. This works both in the real-time bidding process as well as the design for even more integrated approaches that will enable us before the end of the year, to start managing our Affiperf Meta DSP solution for online and offline data and media.”

A unique answer to growing complexity

The Affiperf Meta DSP is powered by enhanced proprietary algorithms that offer clients fluid digitalisation, optimisation and addressability across formats. This ability to collate results and information into one unified marketing statistic marks the end to complexity in this critical area. Although increasing in size, the competitive landscape is not dominated by one DSP, but a fragmented ecosystem of DSP display, mobile and video, rich media DSPs, each of them having different rules, inventories and features. This makes it increasingly difficult for brands to get consistent answers and to see the bigger picture. Technologically agnostic, this is the first solution that is open to all DSPs and all technologies. Through this platform brands can therefore take advantage of the best technology available to reach out to and relate to people with greater speed in a more tailored environment than ever before.

Dominique Delport, Global Managing Director, Havas Media Group and Chairman of Havas

Media Group France and UK comments: “In today’s world, media is code and digital campaigns are like software. The idea behind programmatic when it first started was to secure instant contact between traders and brands that would enable our clients to benefit from an infinite number of connections with consumers in real-time. The explosion of data and the significant rise in the number of DSPs on the market has meant that this promise of programmatic was lost to complexity and silos.

Affiperf Meta DSP disrupts the market with the creation of one single tool that enables our clients to optimise choice across multiple platforms. As a result, our industry can finally take programmatic buying to the next level to help brands generate more tailored, more effective and more meaningful connections with people. This is programmatic without compromise.”

A worldwide roll-out

The initial roll out of the Affiperf Meta DSP includes, amongst others, the recently launched ONE by AOL, onto one open infrastructure. Accessible in over 102 markets, Affiperf will continue to develop the product in the coming months to increase the number of DSP platforms that can be analysed at the same time.

The Meta DSP was launched at the AOL Annual Programmatic Upfront in NYC during the first day of Advertising Week 2014

A Facebook ID is the marketer’s Holy Grail: high-fidelity ID for a consumer

Facebook Extends Reach With Ad Platform – WSJ.

Facebook Inc. next week will unveil a new advertising platform designed to improve how marketers target and measure the advertisements they buy across the Web, according to people familiar with the company’s plans.

The product, called Atlas, is a re-engineered version of the Atlas Advertiser Suite business Facebook purchased from Microsoft Corp. in 2013. It promises to help marketers understand which Facebook users have seen, interacted with or acted upon ads that appear both on Facebook’s services and on third-party websites and apps.

It will also provide an automated ad-buying tool known in the industry as a “demand-side platform” or “bidder,” which will offer marketers the ability to buy ads that target Facebook’s members as they move around the Web.

The move is aimed at helping Facebook challenge Google Inc. ‘s dominance of the online ad space. Some advertising executives say Facebook could provide marketers with better targeting capabilities and more detailed and accurate information about ad campaigns than they previously have had access to.

Google reported second-quarter ad revenue of $14.36 billion. Facebook said it generated $2.68 billion in the same period.

Marketers increasingly crave data to help inform and measure their ad campaigns. In addition to the demographic information it holds about its members, Facebook also collects valuable data about the sites users visit and the types of content they click on and post across its service.

“What Facebook is doing is potentially more powerful than what Google can currently do,” said Rishad Tobaccowala, chief strategist of advertising holding company Publicis Groupe SA, in reference to the ad targeting and tracking potential of the companies.

Google declined to comment.

Currently, advertisers typically target and track the performance of online ads by dropping small pieces of code on Web users’ computers called “cookies.” The problem with cookies, advertising executives say, is they are often inaccurate, unreliable and they don’t work effectively on smartphones and tablets.

With Atlas, Facebook hopes to fix those problems by linking users’ ad interactions to their Facebook accounts, which can be used to track users across both desktop and mobile devices, albeit on an anonymous basis. For example, a marketer using Atlas might now be able to understand that a customer purchased a product on a desktop computer, but first saw an ad for it on their smartphone device. Facebook already tracks users this way across its own service, but Atlas will now extend the functionality to other sites and apps.

“The biggest impact of this will be in mobile. People spend more time on mobile than on desktop, but marketers don’t spend there because cookies don’t work,” said an ad executive familiar with Facebook’s plans. “This could finally enable us to spend more money in mobile,” the ad executive added.

The website The Information earlier reported on some aspects of Facebook’s plans.

Facebook also plans to pitch marketers on the concept of using Atlas to tie consumers’ offline behaviors to their online ones. For instance, a consumer who purchases a pair of shoes in a store might volunteer her email address at the checkout. Facebook could then use that email address to inform the retailer if, when, and where the consumer saw its ads across the Web, if the email address is tied to a Facebook account.

“A Facebook ID is the marketer’s Holy Grail: a persistent, high-fidelity ID for a consumer,” said Antonio Garcia-Martinez, vice president of product at ad-tech company Nanigans, who worked on Facebook’s advertising technology products until April 2013.

Facebook will reveal the Atlas platform at next week’s Advertising Week conference in New York, people familiar with the matter said. Facebook will begin pitching marketers on the concept of “people-based marketing,” while arguing cookies are a dated and flawed method for targeting and tracking online ads, the people said.

Google also is working on a cookie alternative of its own, although it hasn’t been formally offered to marketers.

—Suzanne Vranica contributed to this article.


Havas Media a réalisé une typologie des Français selon leur rapport à la Data, afin de nourrir son processus stratégique «Data Driven Organic Growth» (DDOG).
Sur la base d’une enquête réalisée avec Toluna auprès de 1 000 internautes de 15 à 64 ans, cinq profils sont mis en avant : le Data Native, le Data Stratège, le Data Fataliste, le Data Parano et le Data Détendu.
Les profils se distinguent sur 2 axes : ceux qui sont inquiets de l’usage des data versus ceux qui sont sereins, ceux qui mettent en place des mesures de protection vs ceux qui restent passifs.


Les Data Natives représentent 24% des sondés. Ils sont jeunes (15-24 ans), conscients du phénomène mais pas très inquiets. Ils n’ont par conséquent pas une ligne de conduite très arrêtée.
Agés de 35 à 49 ans, les Data Stratèges (9% des sondés) sont plus matures, ils maîtrisent le sujet et peuvent se permettre de tirer profit du système. Ils sont ouverts à tout type de contreparties pour l’utilisation de leurs données digitales.
Les Data Fatalistes (27%) sont plutôt jeunes, conscients du phénomène, inquiets, mais peu favorables à un cadre réglementaire. La Data est une réalité de leur quotidien qu’ils acceptent.
Les Data Paranos sont les plus nombreux (36% des sondés), les plus âgés et les plus inquiets. Ils ne perçoivent aucun avantage à la captation de leurs données et sont les plus enclins à plébisciter une réglementation. Ils craignent particulièrement la fraude, la surveillance, la diffusion de leurs données médicales et la géolocalisation.
Enfin, les Data Détendus sont peu inquiets, pragmatiques et opportunistes, mais ne représentent que 4% de la population.
«Toute le monde n’a pas le même rapport à la Data et toutes les entreprises qui vivent de ces data ont intérêt d’apporter une réponse à chacun de ces types» commente Sébastien Emeriau, Directeur du planning stratégique et de l’innovation d’Havas Media. Par exemple, il recommande d’expliquer aux Data Paranos ce qu’on fait des datas, de les rassurer en définissant des règles, un label, en produisant des chartes, des livres blancs…
Globalement, si 84% des sondés se déclarent inquiets de l’usage qui peut être fait de la captation de leurs data, 46% considèrent que cela peut être une source d’opportunités, en bénéficiant notamment d’offres personnalisées.
En outre, une majorité d’internautes seraient prêts à accepter le suivi de leurs données digitales moyennant des contreparties : 45,2% sont ouverts à une contrepartie financière (miles, bons de réduction…)  et 41,6% ouverts à des contreparties non financières.
La principale crainte vis-à-vis de la Data est l’usage frauduleux, quelle que soit la tranche d’âge, devant l’atteinte à la vie privée.


L’enquête a été menée du 5 août au 20 août 2014 par l’institut Toluna, auprès d’un échantillon de 1 000 internautes français âgés de 15 à 64 ans, représentatifs de la population française. La typologie a été réalisée sur les critères d’attitudes et de comportements vis-à-vis de la data.

interview de Raphaël de Andreis:

Spotify diffuse votre playlist par drone en festival

Pour mettre en avant son partenariat avec Spotify, le troisième opérateur Belge, Base, a su séduire son public ! Ils se sont rendus sur plusieurs festivals avec une petite armée de drone pour le plus grand plaisir des festivaliers les plus chanceux.

Au moment de la réservation les festivaliers étaient invités, sur les manifestions sélectionnées, à renseigner une liste de morceaux préférés sur Spotifiy. Lors du retrait du ticket à l’entrée il était ainsi facile de synchroniser le bon visiteur avec la bonne playlist.

Quelques chanceux se sont vus escorter par un drone équipé d’enceintes et jeux de lumières une partie du festival.

The first IAB Matrix (Belgium): Digital = 35% of the investments intention July-Dec 2014

IAB Belgium has conducted this survey, called “IAB Matrix”, on the perception and use of digital advertising channels by advertisers and agencies in Belgium.

The goal of this study is to provide advertisers and all stakeholders a reliable indicator of the performance of different digital advertising channels in the Belgian market. An indicator that doesn’t yet exist for the Belgian market.

Check out hereunder the infographic with the main insights.

IAB Matrix Infographic - copie
Do you want more information about this study?