The video above provides a 60-second, bird’s-eye view of the evolution of the advertising industry, from ad agencies to brand-building to soap operas to branded content.
The video above provides a 60-second, bird’s-eye view of the evolution of the advertising industry, from ad agencies to brand-building to soap operas to branded content.
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.
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.
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.
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
Le Plus. supplément du Nouvel Obs revient sur les enjeux ‘Social TV’ de Rising Star. Extraits:
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.
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.
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.
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:
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.