Towards A Newer, Better Business Model
In the broad curve of technological change, the music industry has, for better and for worse, always been a few years ahead of the television industry. And while the very different business models between the two industries translates to very different disruption models, if you want to see where the future of television will net out, you need to look no further than Spotify.
Spotify provides the answer to the question as to how we’re going to be watching TV: will everything be on demand, with viewers sifting through a huge catalog of shows to find something to watch that night. Or will there still be linear TV, where all the viewer is required to do is hit the “on” button and sink back on the couch.
And finally, if you just want someone else to take over the controls, Spotify provides a variety of curated “radio stations” either through the app or via third party providers like SoundCloud and Rolling Stone.
1. Video on Demand (VoD) If there’s a particular show or movie you want to watch, you’ll be able to do a quick search and call it up. This will also allow for binge viewing, as you’ll be able to watch an entire season at once or just the 4 episodes that you missed. VOD viewing can be a quick half hour surgical strike, or a long evening of catch-up— whatever suits your mood.
2. Playlists Viewers will have their own playlists of TV series they are in the midst of watching, movies they’ve flagged for future viewing and/or repeats of their favorite shows. These will function like music playlists — one show plays right after the next, so there’s no need to go back to the program guide after every episode.
3. Curated Playlists These can be from friends or from professional curators and may be around a specific topic: best crime dramas, best of CSI, best of 90s sitcoms— the possibilities are endless. Viewers can watch the entire playlist at once or just work their way through the list one at a time.
4. Linear Stations These will function similar to the “radio” stations on music services today and will in large part be curated by today’s cable and broadcast networks. They will have original, first-run content that’s aired at a specific day and time. Users will be able to personalize them by, say, emphasizing certain types of content (e.g. comedies), but some version of prime time will remain in effect because there’s still a lot of love for a shared communal live viewing experience beyond just news and sports.
5. Personalized Linear Stations These will be the oft-cited “Pandora for TV” — the viewer inputs some of the shows or types of shows they like and an algorithm puts together a personalized linear station for them, a combination of live broadcast, VoD and non-broadcast video from alternative providers. Users will be able to set up linear stations for short-form content, long-form content or both.
6. Personalized Accounts While Spotify’s pay service is still in its nascency, we can see the outlines of how a system works where users are charged according to the number of devices they wish to access and the number of individual users they want on each account. This is the wave of the future and while it may not result in any significant financial savings for consumers, it will (finally) enable the roll out of true TV Everywhere.
As with the current music services, how you watch will vary depending on your mood, your time commitment. even your personality. There are people who love the randomness of Pandora, others who want to control their entire listening experience and every variation in between. TV will work the same way and truth is, many of us are already watching it this way: bingeing on series via VOD or streaming services like Amazon, watching live sporting events or NBC’s Thursday night line-up, supplementing our pay TV subscriptions with Netflix, Hulu and other streaming services.
Personalization will be the buzzword as everyone will have their own TV service that travels with them no matter what device they’re watching on. Though here again, there may be playlists or stations viewers associate with their mobile phones or tablets, given the environment they’re in when they watch on their phone (out of home, on a train, etc.) Recommendations will be key in this new world too, as viewers are looking for new shows to add to existing playlists, new playlists to add to their rotation and new shows on linear channels that become “appointment TV” for them.
Monetization will be key to enabling this new world and the solution is likely to come in two forms: (a) dynamically inserted ad units that run using algorithms that take into account time of day, location, what show is being watched and the user’s prior behavior and (b) straight-up fees which will enable a viewer to watch an entire series without commercial interruption or to access special super-premium content that’s above and beyond the usual fare.
The operators who run these multi-platform systems will differentiate themselves the same way the music services currently do: variations in the interface and user experience. To wit, the hand-curated playlists on the Beat Music service is something that could easily be adapted to television and give whoever offered them a competitive advantage.
The future of television isn’t far off, but unlike the music industry, it’s not going to change overnight. There are too many legal restrictions, too many complicated rights issues, too much legacy equipment in the field to see the sort of rapid metamorphosis we’ve seen in other media industries.
Selon les derniers chiffres du baromètre Nielsen Drive, le circuit drive progresse de 26,9% en mai-juin 2014 par rapport à la même période de 2013.
D’après les derniers chiffres du baromètre Nielsen Drive comptabilisant les ventes drive d’Auchan, Carrefour, Cora, Leclerc et Monoprix, le chiffre d’affaires du circuit drive a bondi de 26,9% entre la période allant de mi-mai à mi-juin 2014 et la même période en 2013. Le chiffre d’affaires 2014 de la période ressort ainsi à 216,6 millions d’euros, vs 170,7 millions d’euros pour 2013.
Selon Nielsen Drive, cette hausse est essentiellement portée par la croissance continue du parc d’unités drive en France, mais déjà se profile une baisse de régime des ouvertures… Selon les chiffres de l’enquête Shopper Assortimentprésentée par Nielsen début juin dernier, après une véritable période d’euphorie (1.944 en 2012 vs 2.721 en 2013, soit une progression de + 40%), le rythme des ouvertures de drives s’essouffle. Désormais, l’essentiel des ouvertures se fait sur des sites «accolés en picking», c’est-à-dire sans entrepôt dédié, où les équipes font les courses en magasin à la place des clients. Or, ce modèle est pour les enseignes le plus coûteux et le moins performant.
En attendant les drive « V2 »
Si le drive a certes trouvé sa place au sein des familles en se positionnant d’entrée de jeu à un haut niveau sur certains produits de grande consommation, le modèle reste perfectible notamment sur les produits frais. C’est sur ce chemin de la rentabilité et de l’innovation que désormais les enseignes s’engagent. Chez E-Leclerc par exemple, l’on travaille activement au drive «V2».
Le nouveau concept Leclerc Drive actuellement en test dans une vingtaine de points de vente sera accompagné prochainement d’un nouveau site lancé à la fin de l’année. Cette nouvelle version web est d’ores et déjà annoncée comme plus ergonomique et plus personnalisable. Un test est également en cours pour exploiter les Google Glass et renouveler l’expérience d’achat. Chez Auchan aussi, l’heure est aux grandes manœuvres côté ergonomie et fluidité avec la nouvelle mouture de son application mobile dédiée au Drive. Cette nouvelle application a fait l’objet de focus groups clients en amont pour une ergonomie intuitive et de nouvelles fonctionnalités.
Parmi ces fonctionnalités, l’on retrouve pèle mêle, la mise en route d’un scanner intelligent qui permet de scanner des codes barres à la maison et d’ajouter le produit scanné à sa liste de course, la mise en ligne de nombreuses recettes à partir desquelles il est possible de créer sa liste de courses, la mise en route d’un moteur de recherche lui aussi intelligent qui suggère des produits en fonction des habitudes d’achat… Cette nouvelle application est multi-device, c’est-à-dire qu’elle fonctionne aussi bien sur smartphones iOS et Android que sur tablettes.
Dominique André-Chaigneau, Toute la Franchise
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France’s readers haven’t kicked print media to the curb yet—at least when they want to get all of the details. According to a May 2014 study from Syndicat de la Presse Sociale conducted by SEPREM, 59% of internet users in the country chose paper when they wanted to read information thoroughly, compared with just 16% who turned their eyes to the digital screen. On the flipside, when readers wanted to jump right to the points and answers they were looking for, the overwhelming majority went digital.
While it seems like digital devices would be better for saving information to access later when on the go, France’s internet users preferred hard copy sources for storing info. However, when it came to sharing information with friends and family, digital screens were far more popular, favored by 49% of respondents, compared with 18% who chose print.
It remains to be seen whether the adoption of digital devices—specifically, mobile ones—will push print readers in the opposite direction. eMarketer expects 30.5 million people in France to use a smartphone this year, which works out to about 61.4% of the country’s 49.7 million internet users and 46.0% of the population. In addition, we estimate that there will be 22.8 million tablet users in France in 2014, representing 46.0% of web users and 34.5% of all residents. While eMarketer includes individuals of all ages who use a smartphone/tablet at least once a month in its estimates, Syndicat de la Presse Sociale/SEPREM looked at ownership among 18-to-65-year-old internet users only and found relatively similar results: 67% owned smartphones, and 35% had tablets.
PARIS & NEW YORK–(BUSINESS WIRE)–AOL Platforms, a division of AOL, today announced a strategic partnership with Affiperf, Havas’ global trading desk for programmatic buying, to deliver the simplicity, efficiency and effectiveness of automation across the media group’s global footprint.
“Affiperf and AOL Platforms share a vision of advertising where direct response and brand budgets can interact together and where unified, automated platforms drive economic efficiencies and media effectiveness. We are excited to be working with Affiperf to continue moving towards that reality.”
Affiperf will be a charter customer of ONE by AOL, announced earlier this year as the first global, cross-screen programmatic advertising platform for brands, agencies and publishers. Once live in 2015, ONE will enable Havas’ use of data and technology to create new, breakthrough models for media transactions, operations and investments across their countries.
Affiperf’s commitment to ONE as its primary platform builds upon the vision Havas Group and AOL share around automation. With the growth of the video RTB environment and, furthermore, of private programmatic deals, Affiperf estimates programmatic spending will grow to $35 billion as soon as 2017.
“The media business today is a chaotic endeavor and often means managing multiple teams, tools and metrics for display, mobile, video and TV, across screens. Operating through niche offerings and specialized services is not sustainable for our industry,” said Toby Gabriner, CEO of Adap.tv and ONE by AOL. “Affiperf and AOL Platforms share a vision of advertising where direct response and brand budgets can interact together and where unified, automated platforms drive economic efficiencies and media effectiveness. We are excited to be working with Affiperf to continue moving towards that reality.”
Havas and AOL have enjoyed a growing relationship around AOL’s programmatic technology brands – Adap.tv, AOP and MARKETPLACE – for some time. Most recently, the agency reiterated its commitment to AOL Platforms’ programmatic technologies at AOL’s inaugural Programmatic Upfront in September 2013.
“As audiences fragment ever more their video consumption across content and device, it is of Affiperf’s duty to account for media efficacy holistically. Relying on ONE’s technology – in concert with Artemis’ DMP – we are able to bind together in real-time audiences, inventory and creative, creating meaningful connections between brands and consumers,” said Lawrence Taylor, Global Head of Programmatic. “Our first findings have proven of a significant impact on brand capital by using pieces of ONE’s stack, but also on key tactical metrics such as viewability, view rate and engagement levels.”
ONE is being designed to be the first platform that empowers brands and agencies with a holistic view of the consumer’s journey through the marketing funnel, and makes that insight actionable, in real-time on the platform. It is currently in development, purpose-built to be completely format, screen and inventory agnostic online and offline – from video, display and TV, to tablet, desktop and mobile devices, to reserved and non-reserved inventory across any publisher or media source.
AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online. The entities in AOL Platforms include: Advertising.com, Adap.tv, ADTECH, AOL On, AOP, Convertro, Gravity, ONE by AOL, Pictela and MARKETPLACE.
For more information about ONE, please visit www.aolplatforms.com/one.
Affiperf is a programmatic pure player. It is Havas’ global trading desk; allowing advertisers to take advantage of the unique opportunity that programmatic media buying creates. Affiperf offers a global/local solution by selecting and using the most appropriate and efficient technologies, data and media providers for each client in every market.
For more information about Affiperf, please visit www.affiperf.com.