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

“Rising Star”: les 3 enjeux que doit relever cette émission “social media” – #2: Attirer de la pub bi-écran

Le Plus. supplément du Nouvel Obs revient sur les enjeux ‘Social TV’ de Rising Star. Extraits:

Consultant médias sociaux

LE PLUS. L’enjeu est crucial pour M6. “Rising Star”, un nouveau concours de chant qui mise sur l’interactivité, débute ce jeudi 25 septembre, avec sur le plateau Cathy Guetta, David Hallyday et Cali. Sur quel concept repose cette émission ? Quelles sont ses forces, ses faiblesses, et ses limites éventuelles ? Analyse de Laurent Dupin, consultant media.

Édité par Sébastien Billard  Auteur parrainé par Aude Baron

Tout le monde en parle, en retenant son souffle : “Rising Star” sur M6 est LE coup de poker télé de la rentrée, en dehors du retour (à confirmer) de “Koh Lanta” sur TF1.

Mais au-delà des enjeux d’audience, ce sont surtout des enjeux business dans un domaine tout à fait naissant qui prennent place. La “social TV” va faire ce jeudi soir un test majeur.

Pourquoi ? Trois raisons, qui sont aussi trois ressorts et trois prises de risque évidentes pour M6 et les éventuels suiveurs.

1. Gérer les egos

En janvier dernier, j’avais nommé cette problématique le “36-15 maman j’passe à la télé”, pour décrire les premières expériences d’interactions entre télévision et réseaux sociaux, qui se limitaient à afficher des tweets ou posts en live, durant une émission.

Il faudrait que “Rising Star” fasse mieux, plus fort, à défaut de vite lasser les gens. Car un wall, ça comprend beaucoup de portraits. Or le réseauteur, l’influent, même gamin, ne veut voir et relayer que LUI, LUI, LUI ! La gestion de l’ego est capitale, et il n’est pas sûr que le dispositif de l’émission le mette bien en valeur.

2. Attirer de la pub bi-écran 

C’est le vrai nerf de la guerre, le vrai et seul enjeu. Comment faire en sorte de passer de la pub contextuelle dans ce cockpit d’écrans, qui implique aussi (ça se complique) de passer par une application dédiée (m6play, la catch-up tv jusqu’ici) ? Cela, en tenant compte vaguement de ses limites.

En gros, je regarde plus ou moins l’écran de la télé du salon, tout en tweetant depuis mon smartphone ou ma tablette : comment passer la pub idéale, personnalisée, qui soit ajustée et pas envahissante ? Un vrai sujet car hors 36-15 et SMS justement (la télé préhistorique), rappelons que la social TV n’est qu’à fond perdu pour l’heure, pour les chaînes de télévision.

On ne vend pas encore vraiment aux annonceurs des pubs réservés à ces dispositifs, qui ne sont donc pas rentabilisés en soi. Pire : l’audience Médiametrie n’en tient pour l’heure pas compte. Et le projet d’indicateur “Médiamétrie Twitter TV Ratings” ne sera disponible qu’en 2015.

3. Avoir des VIP en cohérence avec le social media 

Même remarque que pour les présentateurs de JT, il faudrait idéalement que les VIP de “Rising Star” soit eux-mêmes actifs sur les réseaux sociaux ! Or c’est très relatif.

Article complet:


En savoir plus sur Médiamétrie Twitter TV Ratings” : http://www.mediametrie.fr/television/communiques/mediametrie-et-twitter-s-associent-pour-lancer-mediametrie-twitter-tv-ratings.php?id=1050#.VCi3ZGSsX4M

Un système analogue à Médiamétrie Twitter TV a été développé par Havas Media Brussels et fonctionne depuis septembre 2013: le SRP:

SRP: Havas Media Brussels reveals the formula of the Social Rating Point - mixing TV & Social Media data

SRP – première mesure de l’engament social des programmes télévisés.

Le SRP est calculés en divisant le volume de mentions d’une émission par son reach. Dans le cas présent, ce volume de mentions sociales provient de l’étude MATCH menée par Tevizz pour le compte d’Havas Media Bruxelles. Le reach est basée sur l’audimétrie (CIM).

Le SRP moyen sur base de plus de 400 programme diffusés entre le 1er septembre et le 17 novembre 2013 est de 0,13 dans le nord du pays et de 0,27 dans le sud. Il peut dépasser les 2 pour certains programmes sportifs.

Sa lecture est double:
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

En savoir plus ?


twitter: huguesrey


The internet of things is changing business models, customer relationships and organizational structures| The World Economic Forum

The internet of things will change everything Forum:Blog | The World Economic Forum.

The internet of things (IoT) is a powerful, unstoppable, world-changing force. Analysts predict that 20 billion to 30 billion “things” will be connected to the internet by 2020. As such, launching an IoT business is quickly becoming an imperative across industries and around the world.

Most companies have websites. If they didn’t, we’d question their viability. Fast forward 15 years from now, and we’ll be even more shocked when we hear of companies operating outside of the IoT. However, the concept of an IoT revolution is not just an extension of the internet revolution; this convergence of the physical and digital worlds has the potential to transform industries, and our lives, on a greater scale than the internet has.

The early concept of the IoT was a system that connected objects in the physical world to the internet via sensors that gathered and reported data to a central location. That was in 1999, when Kevin Ashton, co-founder of the Auto-ID Center at MIT, proposed the term “internet of things”. Since then we have seen the machine-to-machine era, where devices began to communicate with other devices. Today, the IoT is connecting businesses, people and technology in real time, all the time. It is reshaping businesses across every sector of the economy and every industry.

From connected jet engines that reduce unplanned downtime, to connected vending machines that ensure the most in-demand beverages are always perfectly chilled and stocked, IoT is changing business models, customer relationships and organizational structures. Interestingly enough, the value being created does not come from the jet engine or the vending machine, but from the experiences and benefits that those connected devices enable. In other words, setting aside the hype around the latest IoT gadgets, the internet of things isn’t about the “things”. It’s about service. And that idea is revolutionary.

The IoT service opportunity

Connected services are not just forward-looking business opportunities: they are imperative now. Companies can’t afford to sit back and wait. In fact, 95% of chief experience officers told The Economist Intelligence Unit that they expect to launch IoT businesses in the next three years. Becoming an IoT business benefits a company in three fundamental ways: it brings the company much closer to its customers, providing a deeper, richer understanding of their wants and needs; it automates manual processes, directing focus on the most valuable parts of the operation; it brings new revenue streams and pricing strategies and makes the company’s business model more efficient. The model evolves from individual, one-time product sales to connected services that generate recurring revenue.

The automotive industry is a prime example of how extending the digital world into the physical world can unlock added value for customers and lucrative new sources of revenue for enterprises. For instance, General Motors no longer just sells cars. The company is at the cutting edge of user experience and new business models that allow it to connect to its customers in real time. It offers services through its vehicles that immediately detect when you’ve been in an accident and connect to emergency services to dispatch help. The vehicle becomes a WiFi hotspot for internet access and streaming content. By 2015, all GM vehicles in the United States and Canada will have 4G LTE technology built in, allowing passengers to use in-car apps, stream music and more. GM’s connected car strategy includes – but is not limited to – a Chevy app store that will let car owners download applications to the centre screen of a vehicle dashboard, a music app called Slacker Radio that provides more than 13 million songs, and an app called Glympse that lets drivers share real-time movement with friends. That doesn’t include other exclusive apps in the works, like Vehicle Health, which offers detailed information about vehicle performance.

Lahangir_Mohammed_ (2)

GM and other car companies have evolved into service providers. Innovators like these industry leaders realize that drivers and passengers not only want a reliable, comfortable vehicle, but also services to enhance their driving experience. By capitalizing on IoT, these original equipment manufacturers are able to provide remote diagnostics, maintenance, software updates, weather and traffic services, and much more. Not only do customers enjoy a connected experience, but the carmaker also improves its business.

This shift in business value from products to services is inspiring a wide variety of industries to redefine how they do business. For instance, Allstate, a US-based insurance company, is using connected devices to provide a usage-based insurance service called Drivewise®. In-vehicle connectivity enables Allstate to collect information on safe driving behaviour and reward drivers with preferred rates. These predictive insights replace guesswork and translate into higher customer acquisition and loyalty. Heineken, Europe’s largest brewer, has connected commercial kegs to deliver information that enables distributors and retailers to check the volume in kegs in real time. This provides the visibility necessary to make informed decisions regarding inventory planning and management. The system can also be used to report on product age and verify that kegs are being stored at the correct temperature, immediately alerting retailers and their suppliers to any issues that could compromise product quality. This capability gives establishments peace of mind, minimizes product waste and ensures that patrons receive the best possible experience.

Thousands of enterprises across dozens of industries are transforming their businesses into service businesses. Connecting a business to the IoT touches every part of the company and reshapes it for the better. The economic benefits of this transformation are profound. But how do enterprises get there?

Taking the first steps

Becoming an IoT service business unlocks incredible benefits, but it also comes with unique challenges. The IoT is a direct, always-on connection between your business and the rest of the world. When products are connected in real time, all the time, businesses are able to deliver an amazing array of new experiences to their customers. However, doing so will also fundamentally change how they operate, interact with those customers and make money. Companies must shift their focus from product-centric to service-centric business models.

For most businesses, the IoT is completely new territory, and the pace of innovation is incredible. Enterprises looking to capitalize on the IoT can’t afford to waste any time. They can learn from and emulate the handful of IoT success stories that have emerged recently, but if they want to lead in their own industries, they’ll need to move quickly to deploy their own IoT initiatives.

Navigating this kind of transition requires new business models and operating structures. Enterprises will also need to develop resources, expertise and alliances that enable them to manage and monetize these new services and relationships. They will also need capabilities that are critical to all successful IoT businesses like remote service management, customer engagement, support diagnostics, billing, etc. And finally, they will need a way to automate these actions in real time and at scale, in order thrive and grow in the IoT space.

Meet the new best friend of IoT businesses: automation

Arguably one of the most valuable differentiators for a connected enterprise is automation. It gives businesses the ability to not only gather information but to convert that information into insights and then use those insights to take action in real time. Imagine you’re running a connected ice cream vending machine company. Think of what you would want to monitor and control: inventory, temperature, coin jams, maintenance, etc. If the temperature rises too high, the ice cream melts, the quality of your service is compromised and you risk losing not only sales but your reputation as well. However, with automation, you can anticipate these types of risks and programme responses to immediately address the issues before they become problems. Temperature outside of acceptable standards? That information is immediately conveyed and the system automatically triggers necessary responses (e.g. in-machine temperature adjustment or a service call).

Whether you can get your favourite ice cream flavour is not a life or death situation. But with medical care it often is. In the world of healthcare, every second matters. Getting information in real time and responding equally as fast is crucial. Take the Boston Scientific, producer of a connected pacemaker, for example. The remote patient management system used with these devices showed a 33% relative reduction in the risk of death in patients who were remotely monitored compared to patients who were not. Additionally, these patients experienced a 19% relative reduction in hospitalizations for any cause.

Automation removes the delays experienced in previously manual processes, making businesses more agile and responsive to customer needs, while also letting them focus on the most valuable parts of their operation. This leads to increased service reliability, lower costs and scalability.

The world’s most innovative companies are doing it

Many of the world’s most innovative companies are successfully deploying IoT service businesses that bridge the gap between the digital and physical worlds. They are taking advantage of IoT capabilities like real-time automation to improve quality and enhance their relationships with the end user. They are building new products and augmenting existing ones. They are becoming more agile and profitable through new revenue streams and business models.

IoT promises to drive tremendous innovation and economic growth, but it won’t be a function of delivering billions of connected things. It will be about how IoT transforms businesses into service businesses, and the amazing array of new innovations, experiences and benefits that will result. This transformation is the next step in revolutionizing the global economy.

Author: Jahangir Mohammed is the founder and CEO of Jasper Technologies Inc.a World Economic Forum Technology Pioneer


Influence des festival sur Les plateformes d’écoutes en ligne: #1 – Glastonbury (Source:Spotify)

Glastonbury, festival plus influent d’après Spotify.

Le festival de Glastonbury (Royaume-Uni) a un immense impact sur les écoutes d'artistes en streaming.

Le leader du streaming révèle que le célèbre évènement musical britannique est celui qui a le plus d’impact sur les plates-formes d’écoute. Le festival des Vieilles Charrues arrive quatrième.

Les festivals sont de grands moteurs pour les plates-formes de streaming. C’est ce qu’entend prouver une étude menée par Spotify. Le service de streaming suédois a étudié l’évolution du nombre d’écoutes d’artistes jusqu’à deux semaines avant et deux semaines après leur passage dans des grands festivals. Certaines augmentations atteignent des hauteurs impressionnantes: le chanteur britannique Ed Sheeran aurait ainsi vu son nombre d’écoutes gonfler de 319% la semaine où il s’est produit à Glastonbury, alors qu’il n’était pas au sommet de la programmation. Le grand festival anglais qui a lieu chaque année au mois de juin est logiquement considéré par cette étude comme celui qui a le plus d’impact sur les artistes invités.

Les écoutes d’Arcade Fire, Kasabian et Metallica ont ainsi explosé de 80% après leur passage sur les scènes de Glastonbury. En moyenne, les principales têtes d’affiche du festival ont enregistré une augmentation d’écoute de 57% au Royaume-Uni, et même 60% aux États-Unis.

Même constat pour le festival australien Future Music, qui se tient fin février et début mars dans les plus grandes villes du pays (Sydney, Melbourne, Brisbane, etc). Placé en deuxième position, c’est lui qui a enregistré les hausses les plus importantes après les passages de ses têtes d’affiche, notamment pour Pharrell Williams et Deadmau5, tous les deux à hauteur de 90% d’augmentation.

Les autres belles opérations ont été entre autres réalisées par James Blake au Laneway festival (en Australie, Nouvelle-Zélande et à Singapour), mais aussi The Offspring et les français de Phoenix au Ruisrock (Finlande).

Un festival français figure dans à la quatrième place du top de Spotify: les Vieilles Charrues, qui ont lieu chaque été à Carhaix. L’évènement a ainsi fait exploser les écoutes du groupe Arctic Monkeysqui s’y produisait en tête d’affiche. Il figure même devant le célèbre américain Coachella (cinquième) et les grands nordiques européens comme le Hove (Norvège) et le Roskilde (Danemark).

Top 10 des festivals selon leur impact sur les plates-formes de streaming:

1. Glastonbury, Royaume-Uni

2. Future Music Festival, Australie

3. Way Out West, Suède

4. Les Vieilles Charrues, France

5. Coachella, États-Unis

6. Hove Festival, Norvège

7. Laneway Festival, Australie

8. Rock Am Ring, Allemagne

9. Roskilde, Danemark

10. Bilbao BBK Live, Espagne

Top 10 des artistes en tête d’affiches les plus écoutés:

1. Pharrell Williams, Future Music Festival

2. Deadmau5, Future Music Festival

3. James Blake, Laneway Festival

4. The Offspring, Ruisrock

5. M.I.A., Hove Festival

6. Stevie Wonder, Roskilde

7. Phoenix, Ruisrock et Future Music Festival

8. Outkast, Coachella et Way Out West

9. Arctic Monkeys, Roskilde et Les Vieilles Charrues

10. Imagine Dragons, Hove Festiva

1 Français sur 2 regarde des directs sur Internet (73% des 18-24 ans et 68% des 15-17 ans)

Internet: 1 Français sur 2 regarde des directs.

Près d’un Français sur deux (47%) a déjà regardé une vidéo diffusée en direct sur internet, les jeunes étant les plus grands consommateurs de ces vidéos “live”, indique une étude de l’institut CSA pour Dailymotion publiée aujourd’hui.

Signe d’un phénomène générationnel, ce chiffre, qui s’élève à 68% pour les 15-17 ans et à 73% pour les 18-24 ans, tombe à 25% pour les 65 ans et plus. Près de la moitié des internautes qui regardent des directs ont regardé des évènements sportifs (49%), suivis par les évènements musicaux (38%). Viennent ensuite les spectacles humoristiques (29%) et les évènements politiques (24%). Une majorité des hommes préfèrent le sport (59%) quand les femmes ont une prédilection pour les évènements musicaux (45%). Quant à la politique, elle séduit les retraités (50%), qui aiment aussi les spectacles humoristiques (40%).

Dans 80% des cas, les internautes regardent ces directs sur leur ordinateur. Seuls 13% les visionnent sur une tablette, et 7% sur leur smartphone. “Vivre un évènement comme si on y était” (50%) et “être au courant de ce qui se passe avant les autres” (30%) sont les principales raisons invoquées par les adeptes du live. Pour doper son audience, Yahoo! a ainsi lancé en juillet un service de concerts “live” en flux (streaming), en réponse à la plateforme YouTube. Depuis 2010, le groupe français Dailymotion diffuse lui aussi des évènements sportifs, politiques ou musicaux en live, comme lors de la dernière campagne présidentielle.

“A contenu équivalent, les Français demeurent attachés à la télévision”, note toutefois l’étude. 54% des sondés disent préférer une vidéo live à la télévision contre 17% sur internet, tandis que 29% n’y voient aucune différence.

Le sondage, mené du 8 au 10 septembre 2014 sur internet, a été réalisé auprès de 1.060 personnes de 15 ans et plus selon la méthode des quotas.

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: