Even Time se joint à Google pour célébrer le 50ème anniversaire de l’Apollo 11 en utilisant la réalité augmentée. Le magazine a introduit une application pour revivre toute l’expérience de l’atterrissage lunaire (ou alunissage) en réalité augmentée.
Actuellement disponible uniquement pour iOS (bientôt aussi sur Android), l’application Time vous permet de revivre l’atterrissage (avec audio officiel) et d’explorer la surface lunaire à côté de Neil Armstrong en plantant le drapeau. L’application a été annoncée comme la recréation 3D la plus précise à ce jour et nous devons admettre que ce n’est pas exagéré.
John Knoll de Industrial Light and Magic a reproduit la trajectoire de vol de l’atterrisseur en achetant les routes de télémétrie de la NASA et en étudiant les repères lunaires. Les images de la Lune, d’autre part, proviennent des données de l’orbiteur de reconnaissance lunaire et des techniques d’intelligence artificielle pour l’insertion automatique de quelques détails mineurs basés sur les photographies prises au fil des ans, tandis que la combinaison Armstrong, d’autre part, a été numérisée par Smithsonian.
Grâce à la technologie AR, vous pouvez donc obtenir un sentiment de présence que vous ne pourriez jamais obtenir en regardant une simple vidéo. Vous pouvez télécharger l’application iOS directement depuis l’Apple App Store en cliquant sur ce lien.
Après avoir testé fin 2018 la substitution de spots ciblés, FranceTV Publicité a testé entre le 10 et 17 juillet dernier la possibilité pour les marques d’adresser des spots personnalisés en fonction des centres d’intérêt des téléspectateurs.
La régie publicitaire du groupe France Télévisions s’est ainsi associée à l’opérateur TDF, via sa collaboration technologique avec Enensys, Havas Media et les annonceurs BNP Paribas, Carglass, Décathlon et Mylan, pour ce « proof of concept », POC pour les intimes. Le test a rassemblé un panel de téléspectateurs des chaînes de France Télévisions « ayant donné leur consentement », insiste un communiqué, alors que leurs usages en termes de consommation ont été collectés « dans le respect des règles RGPD », assure-t-il.
Un panel qui a vu les foyers qui le compose, se segmenter en 4 catégories : appétence pour les programmes Familiaux, d’Actualité/Culture, d’Environnement/Santé et Météo. Dans la foulée, ils ont été adressés de manière personnalisée, sur 10 écrans du flux live de France 2, par substitution publicitaire invisible à l’œil nu et à l’image près.
Les annonceurs partenaires ont ainsi pu, au sein de chaque écran, préempter un emplacement substituable pour diffuser un spot ciblé en fonction du centre d’intérêt prioritaire du téléspectateur. « Lorsque la réglementation l’autorisera, la régie permettra à ses clients d’adresser une publicité plus concernante, selon le profil des foyers et leurs appétences », souligne Marianne Siproudhis, directrice générale de FranceTV Publicité.
Bruce Rogers: What’s state of the Havas Media’s business?
Peter Mears: Despite the challenges facing the industry, business remains good. I joined Havas Media Group two years ago and took on the role of Global CEO at the beginning of 2018. Over that period, we’ve seen strong growth in major markets like the U.S., U.K., France, Spain, Italy, Germany, and Latin America.
Rogers: So, what is the leading reason for new business? What is the point of differentiation that you have going in?
Mears: Our story has a couple of major narratives. One is our ownership. We’re part of Vivendi, which allows us a to come in at a different starting point. The Vivendi ownership closed in the third quarter last year. Now that we’re a wholly owned unit within the group, it certainly gives us a different scale and unique access in the marketplace. The relationship provides us with unparalleled insight into a very important target audience.
The other important part of our narrative centers on what we call “Meaningful Media.” Havas has ten years of equity in the meaningful brand space. Our Meaningful Brands research, first started back in 2009, is an annual survey that examines the role brands play for consumers. And the major data point coming from this research is that consumers couldn’t care less about brands. In fact, 74% of brands could disappear tomorrow, and consumers wouldn’t care.
Meaningful Brands are more successful, so how do we build a meaningful brand? If we’re honest, we’ve had ten years of the Meaningful Brands study, but have struggled a bit to operationalize and leverage it.
What we’ve been very focused on for the last six to 12 months is, knowing that meaningful brands have more success, how do we really drive that into media? How can we create meaningful media experiences that helps brands become more impactful for consumers?
We introduced new research on this topic as “Meaningful Media.” If all brands are really interested in growth and choose to spend all this money on media despite consumer resistance to media and advertising, there’s a disconnection here.
We all talk about content. We all talk about media. But it’s been slightly divorced from the job of media planning. Going into that research, we hypothesized that some media carries more meaning than others in a world where streaming is happening all over the place, ads are being blocked, and fraud is a concern.
It’s an interesting jumping off point for us to think about which media is more meaningful. We’re on a mission to leverage our learnings and really help clients maximize the output of that research.
Rogers: Can you provide some context around putting this research into action?
Mears: About six months ago, we launched a project called Media Experience, or Mx, which is our new philosophy around what work that we should be doing for clients, on the heels of our Meaningful Media research. Mx looks at the connection that we’re going to make with the target audience, the context in which we’re going to reach them, and the content that we’re going to leverage. We believe those three factors will deliver a meaningful media experience for consumers.
Rogers: Most people in media don’t talk about human beings. They talk targets and gross rating points.
Mears: I think the mechanics of media have gotten in the way of the art, and that has proved detrimental to our industry. Most media agencies very proudly proclaim that their machine is better than your machine. We are proud of our machine as well. We have wonderful access to data. But for us, that human layer that you mentioned is super important. This approach really resonates with our clients because, ultimately, media is a part of consumers’ lives. Understanding media’s human impact allows us to activate on the idea of meaningful media. In fact, we’re presenting it in what we call the Meaningful Rating Point (MRP).
Rogers: Linear TV isn’t to that stage yet, but are we heading in that direction? What about digital media?
Mears: Absolutely, yeah. The same logic follows through in the digital space. We’ve created another tool called the Meaningful Digital Matrix. It provides us with a way to look at all of the different research available in the digital space and understand the most relevant, meaningful ways to use different digital media, partners, and contexts.
Our new way of working is Mx, which allows us to build more effective media experiences for clients to help them work. There’s a process and system behind this new philosophy and approach. There are tools behind what I’ve just described as well.
Rogers: Tell us about your personal journey to the role of Global CEO of Havas Media.
Mears: I started in this business 25 years ago. I’m a media guy, and I’m a media planner. I started like that and still think of myself that way today. And that’s what I get excited about and passionate about. I’ve always worked in media agencies. I was with Omnicom for more than 15 years, IPG for seven, and then joined Havas two years ago. When I started out, I worked for a small media independent, and media was sexy. Media was almost sexier than creative. And then we went through the digital explosion with data, business intelligence, programmatic, and social. Now, I find myself in 2019, and the craft of media is all of a sudden really important again. And that, to me, is personallygratifying, exciting, and motivating.
Rogers: Where did you grow up?
Mears: I grew up in the suburbs of southeast London. I’m the son of a psychotherapist and an engineer, which is the perfect creation for a media person. I grew up thinking I wanted to work in advertising. After I graduated University, I went straight into a media agency.
What I loved about my first job as a media planner – and still love today – is understanding humans. The ability to build that bridge from an insight to a great idea still gets me fired up today. When I sit in pitches with our teams and see the work, you can see that energy, pride, and excitement in the work that we’ve done, and clients get fired up about it too.We’re engineering how to better connect with human beings and understand their motivations.
The Cannes Lions International Festival of Creativity is this one major moment in the year where we get to celebrate and enjoy our industry.
The global multi-billion dollar cannabinoid and cannabis markets have officially exploded. The expanding cannabinoid market has reached a significant critical mass and continues to grow – 64 million Americans have tried cannabidiol or CBD, made from legal hemp, 386 investigational cannabinoid studies are registered with FDA, and two-thirds of US states, and 22 countries, have legalized marijuana for medical purposes. The rate of innovation, growth, and societal change in the category is unprecedented.
What hasn’t exploded at the same rate is a clear understanding of the scientific basis supporting the use of cannabinoid and cannabis products. There are still massive gaps in the scientific understanding across the medical, public health, wellness, regulatory, patient advocacy and brand communities. In fact, only 13% of medical schools offer any instructional material on the human endocannabinoid system (ECS), an essential biological system only discovered in the mid-1990s that regulates many aspects of human health and well-being.
The surge in cannabis self-care, and overall lack of training on the endocannabinoid system, can lead to missed opportunities, communication misunderstandings and mistrust. These potential challenges exist in virtually every category of business, with immense pressure on healthcare providers, health and wellness leaders, insurers and the broader business community to get an understanding of this topic, and do so quickly.
To fill this massive knowledge gap, Havas Health & You is introducing Havas ECS, a specialized strategic communications advisory and education company focused on the importance and value of foundational scientific knowledge on the endocannabinoid system, to better guide and better inform decisions as related to the ECS. The new unit will serve the use-specific needs of pharmaceutical, health, wellness and brand communities, powered by deep subject matter expertise, and a network of medical advisors skilled in the application of cannabinoid medicine.
Leading the new multi-office venture is Rob Dhoble, a proven healthcare communications executive, with a successful career spanning medical advertising, brand management, pharmaceutical marketing, and more recently, as an entrepreneur supporting the digital health needs of industry. Rob states, “Cannabinoid and cannabis use, for wellness, self-care, and healthcare, has reached new levels of relevance, and will continue to grow as new products, including foods, beverages, prescription medicines, and non-prescription remedies are introduced. A new cannabinoid reality has arrived, now with a major network validating the space, helping clients seize marketplace opportunities, assess customer insights, and even plan for potential threats. Havas ECS addresses the urgent need for a communications advisory and training company that integrates foundational endocannabinoid science with the relevant real-world learnings of scientists and medical practitioners.” Rob and his team will serve to advance the understanding of cannabinoid health and wellness, with science-based education and communication programs that frame and elevate the cannabinoid conversation, and increase the understanding of cannabinoid treatments and ECS-related medical conditions. The company will be active immediately, and plans to host their first educational conference this fall.
Donna Murphy, Global CEO of Havas Health & You added “With the lightning fast expansion of cannabis and cannabinoid brands, our network, and industry, will benefit deeply from a central source for science-based understanding. As the world’s largest health and wellness network, it’s incumbent on us to stay ahead of the curve, keeping our clients, partners and the broader brand community in an advantageous position through continuous evolution and adaptation.”
About Havas ECS
Havas ECS is a strategic communications advisory and education company focused on the importance and value of endocannabinoid scientific knowledge, to better guide and inform decision making in ECS-related topics. With offices in NY and NJ, Havas ECS serves to advance the understanding of cannabinoid health and wellness, with science-based education and communication programs that frame and elevate the cannabinoid conversation, empower individuals with world-leading expertise and increase understanding of the relationship between cannabinoid treatments and ECS-related medical conditions. For more information, go to www.HavasECS.com.
About Havas Health & You
Havas Health & You unites Havas Life, Health4Brands (H4B), Lynx, Havas Life PR and Havas Health Plus, all wholly owned health and communications networks, with the consumer health businesses and practices of Havas Creative Group. Its customer-centric approach has the talent, tenacity and technology that health-and-wellness companies, brands and people need to thrive in today’s world. For more information, go to www.HavasHealthandYou.com.
TOPIC: Why Meaningfulness and Hyper-Personalization are The Future of Marketing?
SPEAKER: Prof. Hugues Rey
“Seventy-seven percent of brands could disappear and no one would care” – Havas’ Meaningful Brands 2019
We must admit that the interruptible model of marketing is becoming less and less efficient. People are cutting back on traditional advertising, they are fed up and exhausted. As brands and marketers we need to create something more meaningful that will achieve all purposes; meet a consumer need, be responsible to all stakeholders not just shareholders and seek to leave a legacy for generations to come
Additionally, in this era of the ‘Evolved Consumer’, where consumers actively seek information to make informed decisions and don’t place their trust implicitly in brands. Consumer Behavior today is heavily reliant on Reviews, User Generated Content & Influencers. So how do you make your brand stand out and get noticed?
By providing highly targeted, customized and hyper-personalized experiences.
Let’s see through concrete examples how looking for purposes and Hyper-Personalization is key to meaningful marketing !”
I spent 25 years of my professional life in communication agencies development through digital & data infusion. I began my career in 1992 as Research Manager for Media+Square (now WPP Mindshare) and then as Research Director for Initiative Media in 1998. In 2000, I created Fastbridge – the digital agency of Initiative Media. From 2006, I was the Digital Director Europe Middle East Africa for Initiative. I began at Havas Media Group Belux in 2010 where I’m now CEO. I’m also active in many professional media associations (UMA, CIM (Former president of TV & Internet commission) and GRP). Finally, I’m responsible for several readings at Solvay Brussels School of Economics (ULB) and other associations.
VENUE & FEE Venue: Trung Nguyen Legend, 264 Nam Ky Khoi Nghia, district 3
Behind, in a follow car, his coaches are watching an iPad that is also busily spinning up so that it can provide data. In front of him is a small unit that shows that information so he knows where he’s going.
In the future, all of that data will be pored through to understand every pedal and every turn, and how they can be quicker. But that performance was really decided long in the past, in a nutrition and training schedule that is managed with rigorous exactitude using the latest technology.
Every day, multiple times, Van Aert and his teammates receive a food menu on their iPhones, controlled by a nutritionist who pushes it to them from a MacBook. Opening up a special app made for the team, they can see everything they’re about to eat, before it’s cooked for them by experts who – for the length of the Tour – follow them around in a travelling kitchen that in turn is followed by a refrigerated van full of ingredients.
It might sound lavish, like Deliveroo without the anxiety of choice. But it is far from it: every single item on that menu, every single ingredient used to make it, is counted out in precise detail.
On that nutritionist’s laptop is a complicated app, which takes in data about how much work the cyclists have done and will do, and calculates how much they need to eat. It breaks food down to its specific purposes for the riders – telling them exactly how much carbohydrates they need, for instance.
They can ask for more food – they could even put in a request for sweets, if they wished. But that would be calculated in that same spreadsheet, made up for somewhere else, with a knock-on effect that they will see on their phone when the menu pops back up the next day.
The impression is that the cyclists are something like monks. They are given precise amounts of food, which is calculated to be as utilitarian as possible; where they go is defined by strict and exacting tablets that in some ways know more about them than they know themselves; they spend their days with heads bowed, focused specifically on one special goal.
The same precision is, of course, applied to actually getting around the course. The same technology-powered precision, the same sets of iPads and apps, also map out that route to ensure that the cyclists are well-oriented in addition to being well-fed.
Months before the tour, Jumbo-Visma coach Grischa Niermann sits down at a MacBook and starts poring through information about where the riders will eventually be going. His laptop is a flurry of maps and photos, detailing every twist and turn, every possible threat and opportunity.
He works methodically with an app called VeloViewer, used by many of the world’s elite cycling teams. It takes all of the information about the route but allows Niermann and his competitors to layer their own data on top of it: he can mark out every moment that will matter, from dangerous turns to cobbled streets, from claustrophobic villages to howling open paths.
Nowadays, the Tour de France sends information about the routes out not only in the traditional printed form, but also as a GPX file that can be loaded up on any compatible cycling kit, from the head unit that sits on a leisurely cyclists’ bike to Niermann’s all-important MacBook. He is able to stick those files into a computer, and have a detailed route on where all the cyclists will be going.
But everyone has the route – what makes the difference is what they do with it. And so he gets to work with those annotations, trying to anticipate the points that will be difficult or easy, the ones at which he will have to give precise instructions to riders through their headsets and the ones at which the pressure of the race will be so much that even breathing a word into their helmet could damage their performance.
To help envision that, VeloViewer pulls in a host of data from Google Maps that means coaches can whizz through the course on a virtual ride, using Street View data to see what it might look like. Other apps add to that same ability to virtually run the course: one called Epic Ride Weather can take the mapping route, add information about when the race will start and the kind of speed cyclists will be going, and try and work out exactly how windy, wet and cold it will be.
When that is done, it is shunted out into an iPad, which is then taken to the follow car and stuck onto the inside of its windscreen. It becomes a vital guide for Niermann, who can track the route as they drive and ride, calling out coaching and encouragement as the cyclists make their way through the course.
In other races – though not in the Tour de France – coaches are given a library of live information about their riders: where they are, and how many watts their pedalling is generating.
Niermann notes that it is difficult to use this to coach too precisely. None of the data on their watts is accurate or clear enough to be relied on all the time, and besides it only gives a very limited picture of how the cyclists are feeling.
But it can be useful in knowing how to coach the riders. “If you can see somebody’s already hurting a lot, you can make your conclusions: maybe he’s having a bad day, or he’s not going to win today,” he tells The Independent.
At other times it might simply be a guide to the kind of coaching required. You might be able to make a joke “when it’s going easy and everybody is kind of relaxed,” he says, “but if you see they are really hurting then you know it’s not the moment”.
It’s a reminder how much of the fight is psychological – so while technology could be useful, using too much of it can get in the way. The cyclists themselves don’t necessarily get all of the in-depth data that Niermann is looking at as they’re racing, even though it is about them.
Where Niermann has a big iPad, the cyclists have much smaller head units, which also show a much smaller amount of information. Coaches might see the precise undulations of a course, for instance; the cyclists might only see how many kilometres they have left to climb.
Those same head units are available to cyclists at home, too – though of course they’ll have to get the routes and plan them out themselves. Companies like Wahoo and Garmin make devoted cycling head units that show similar kinds of information.
Just as the cyclists’ hard work is handed over to a man and an iPad, the head units can hand off their work to iPhones or computers.
“Using a bike computer shouldn’t be the hardest part of your ride,” says Rowley Clifford, UK marketing manager at Wahoo. “It should be one of these things that just works.”
So Wahoo’s Element cycle computers grew out of the fact “everyone carries these amazing phones and computers around in the pocket with them”, he says, and allowed them to decide to “move the majority of the computing power into your smartphone”.
Just as with Niermann and the professional cyclists, Clifford and Wahoo are clear that the point isn’t for technology to get in the way, but to improve your riding after. It might not be important to know precisely how many watts you are putting out at any one time – but by looking through that information on your computer after the fact, it can help ensure that you output more next time.
If you want to replicate some of the same cycling experience but don’t even want to go outside, iPads can help you do that too. You’re not going to be allowed onto the real Tour de France course, most likely, but you can at least get into a virtual version of the same thing.
iPads and tablets can do that not by showing the real route with real riders, as VeloViewer does in the cars of Jumbo-Visma and other teams. Instead, they can show a simulated course, allowing you to do some of the same thing at home.
That’s done with apps such as Zwift, which runs on your computer or tablet. It plugs into a piece of kit called a smart trainer, which replaces the wheel on your bike and so lets you cycle on the spot, with all of your efforts going into the machine rather than the floor.
Stuck together, the Zwift app can take your real performance and put it into a virtual world. That means, for instance, that you can cycle the Giro d’Italia just as the actual pro cyclists do – except you never leave your living room, watching your journey around the course on your iPad screen.
The data generated can be obsession-inducing. Niermann notes that it is “endless” – that he could be tempted to spend yet more hours poring through all of that information, but that could never end.
And whether it is your own training or the training done by the world’s best cyclists, all of that could what makes you succeed – or fail.
“It’s a little bit like it’s not that we have a really big advantage because we’re using it,” says Niermann. “It’s that you have a big disadvantage if you don’t.”