Innovation takes more than just technology, it takes people: 8 Digital Transformation Tips

8 Digital Transformation Tips – Direct Marketing News.

digital darwinism

Consumer behavior is constantly evolving. According to a 2014 Altimeter Group report, mobile, social, and real-time technology trends (or what venture capitalist Fred Wilson refers to as the “Golden Triangle of Disruption”) are changing the way consumers engage and discover information. And as consumers change, companies must evolve to survive.

The result is digital transformation.

Digital transformation, according to the research and advisory firm, is “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.” Companies that invest in digital transformation, according to the report, experience numerous benefits, such as improved customer journeys, greater competitive advantages, and increased conversion and loyalty rates.

“We have to look at what the customer experience is and what it could be,” Brian Solis, author and principal analyst for Altimeter Group, said during a keynote presentation at the ONE Teradata Marketing Festival in Las Vegas.

However, not all businesses are able to recognize or keep up with these societal and technological shifts. The result is what Altimeter Group refers to as “Digital Darwinism.” Put simply, those who adapt live and those who don’t die.

Consider the following two examples Solis cited during his keynote presentation: Movie rental company Blockbuster had the opportunity to purchase streaming service Netflix back in 2000 but passed on the opportunity due to its own popularity. Fast forwarded to 2010: Blockbuster files for bankruptcy while Netflix experiences a 43,101% sales boost since 1999, according to Solis. Likewise, he said that Amazon bankrupted what was formerly the number two bookseller Borders in less than a decade.

“You can see that moment when consumers have changed so much that [they’ve] split off in an entirely different direction,” he said.

Of course, using disruptive technologies to enhance the digital customer experience isn’t easy. According to a 2013 survey conducted by MIT Sloan Management Review and Capgemini Consulting, 63% of nearly 1,600 executives and managers said that the pace of technology change within their organization was slow. What’s more, an Altimeter Group survey found that 88% of executives and digital strategists said that their company was undergoing a formal digital transformation effort in 2014; however, only a quarter of them had mapped out their customers’ digital journeys.

Still, bettering customers’ experiences through digital transformation is important. So here are eight tips from Solis’ presentation that marketers should consider when creating their own digital transformation efforts.

1. Always ask why: Just because a company does something one way doesn’t mean that it’s the right way. Marketers should always question their actions and assumptions and look for opportunities to make experiences, products, and processes better and more efficient.

“We should be asking ‘why’ because that prompts ‘what if’ and ‘what if’ always prompts ‘what’s next?’” Solis said.

2. Build a culture that rewards people for trying new things: So often in life, failure is considered a negative; however, Solis argued that it’s really just the opportunity to learn from experimentation.

“That’s why it’s called innovation, not iteration,” he said.

3. Identify your purpose: Technology plays a major role in digital transformation and innovation, but only if it provides a purpose, Solis said.

“Ideas can start with anything,” he noted, “but they can all be driven by a higher purpose.”

4. See something for what it could be: Digital transformation isn’t about reinventing the wheel; it’s about improving an experience. For instance, Steve Jobs didn’t invent the mouse or the MP3 player; he just made the user experience better.

“That takes seeing the world in a different perspective because we’re making decisions today [based on] life as we know it,” Solis said.

5. Think like a customer: To help gain a different perspective, marketers should ask themselves what they can do differently and what would their customers do, Solis said.

“Connected customers always see the world differently,” he added.

6. Remember, innovation isn’t just born out of technology: It also comes from people who are passionate about doing something better than the way they are today, Solis said. And marketers don’t need to have a C-suite title to initiate change within their organizations.

“Change doesn’t always have to come from the top,” he said. “If there’s one thing I’ve learned, leadership rarely comes from the top; leadership comes from the middle.”

7. Imagine what your brand would be like if you had to start over: Digital transformation can be difficult for companies built on a legacy. So Solis advised marketers to re-imagine their companies if they launched digitally today. What would be different, he asked, and what would your customers value?

8. Understand that you can learn how to be innovative: Innovation doesn’t always come naturally to people, and that’s OK.

“Innovating isn’t something that you have to be born with,” Solis said. “You can learn it. It’s like developing a skill, and we have to master it.”


Social Rating Point (SRP) by Havas Media Brussels : 3 times short-listed of finalists for its 2014 Research Awards

IAB Europe.

Brussels – 9 May 2014: IAB Europe is delighted to announce the shortlist of finalists for its 2014 Research Awards, sponsored by comScore. Winners of the eight categories will be announced at IAB Europe’s Interact conference in Paris on 20th May (

Nick Hiddleston, Worldwide Research Director, ZenithOptimedia and Chairman of the Jury says, “The IAB Europe Research Awards enable the celebration of innovation and best-practice in digital research across Europe. I am delighted to chair the Jury again and applaud the consistent rise in quality of entries which we see each year as the popularity and recognition of the IAB Europe Research Awards grows.”

The Jury consists of three European corporate representatives and two IAB representatives, one from CEE, making it representative of the European market place. Nick Niddleston, Chairman of the Jury, is joined by Bernd Vehlow, Head of Market Research at United Internet Media, Paul Hardcastle, Director, International Consumer Research at Yahoo!, Pawel Kolenda, Market Research Manager at IAB Poland and Nathalie La Verge, Managing Director at IAB Netherlands. The Jury has drawn up the following shortlist and will meet to judge the shortlisted entries.

The 2014 shortlisted entries are:

Category: Branding

BVDW (IAB Germany) The power of creation
Sticky Google and Samsung uses Sticky to verify impact of tablet
ITV Ad Sync – Researching the impact of connected advertising
Yahoo! France Yahoo Consumer Connect & Coca Cola: Proving digital advertising’s impact on offline sales
BBC Affluent Connection

Category: Ad Effectiveness

BVDW (IAB Germany) The power of creation
ITV Ad Sync – Researching the impact of connected advertising
Axel Springer Media Impact AUTO BILD tablet study 2014 – a cross-media comparison of ad effectiveness
Yahoo! Italy Multi-screen (Mobile + PC) Ad Effectiveness study of Brand Content Campaign for Chebanca! on Yahoo
Yahoo! France Yahoo Consumer Connect & Coca Cola: Proving digital advertising’s impact on offline sales

Category: Consumer Attitudes and Behaviour

Microsoft UK Families Research. A study from Microsoft and Sparkler.
Yahoo! UK Mediasenses 
United Internet Media “Catch Me If You Can!” – Fundamental Study on Usage of Multiple Screens and the Implications for Media Planning, Creation and Ad Effectiveness
IAB UK IAB RealView – how consumers use connected devices and what advertisers can learn from this
Millward Brown AdReaction: Marketing in a multiscreen world

Category: Mobile Internet

Sticky Google and Samsung uses Sticky to verify impact of tablet
IAB UK IAB RealView – how consumers use connected devices and what advertisers can learn from this Mobile Vs. Desktop Web Usage: Which Content Attracts Users On Different Devices?
BBC Affluent Connection
Yahoo! UK Mediasenses

Category: Social Media

ITV ITV Lives – A view from every angle
Facebook and Vizeum UK Measuring advertising’s impact on store traffic using mobile geolocation data
Havas Media Brussels SRP Study by Havas Media Brussels The perfect match between TV & Social Media
LinkedIn and Millward Brown Digital The Mindset Divide: Spotlight on Content
Replise Hungary Kft. Vodafone Firsts in Social Media

Category: Multi-Screen

IAB UK IAB RealView – how consumers use connected devices and what advertisers can learn from this
Havas Media Brussels SRP Study by Havas Media Brussels The perfect match between TV & Social Media
ITV Ad Sync – Researching the impact of connected advertising and Vivaki X-Cross: Bridging the Multiscreen Gap between TV & Online
Yahoo! Italy Multi-screen (Mobile + PC) Ad Effectiveness study of Brand Content Campaign for Chebanca! on Yahoo

Category: Audience Measurement

comScore Determing Publisher’s Global Multi-Platform Audience
Microsoft UK Families Research. A study from Microsoft and Sparkler.
MeMo² & Blue Mango Interactive Who is listening? Increase National Reach with Online Radio!
Havas Media Brussels SRP Study by Havas Media Brussels The perfect match between TV & Social Media
Yahoo! France Yahoo Consumer Connect & Coca Cola: Proving digital advertising’s impact on offline sales

Category: Best Use of Research Budget

IAB Poland Privacy in network
AOL UK The Native Age – thought leadership on the emerging trend of native advertising
Microsoft UK Families Research. A study from Microsoft and Sparkler.
Facebook and Vizeum UK Measuring advertising’s impact on store traffic using mobile geolocation data
BVDW (IAB Germany) The power of creation

Alison Fennah, Senior Business Advisor, IAB Europe says “This is the fourth edition of the IAB Europe Research Awards with yet another record number of entries. We look forward to celebrating with the winners in Paris on 20th May.”

Stuart Wilkinson, Head of Industry Relations EMEA, comScore, says – “We are delighted to see the momentum of the IAB Europe Research Awards continue apace in their fourth year, and to support and celebrate with our peers excellence in our industry.”


For more information please contact:

Marie-Clare Puffett, Research & Marketing Coordinator –

Note to editors:

About the IAB Europe Research Awards

The IAB Europe Research Awards are an opportunity for the digital marketing industry to recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.
Winning projects will become part of the IAB Europe expanding library of proof points for industry professionals to use in their strategies and daily work.

Each project can be entered for up to three relevant categories in the following list:

1. Branding – Projects that demonstrate the value of digital media to awareness or perception of a brand
2. Ad Effectiveness – How to use digital advertising to its best advantage
3. Consumer Attitudes and Behaviour – Shedding light on consumer media consumption, their views on digital media and what this means for the advertiser
4. Mobile Internet – Any advertising research project that includes results specific to mobile internet use 
5. Social Media – Any advertising research project that includes results on specific social media campaigns
6. Multi-Screen – Research projects that include consumer use of multiple screens
7. Audience Measurement – Projects that have brought a significant development in measurement of the digital audience; this might be within a market or apply to a specific audience group
8. Best Use of Research Budget – Projects that have made use of a specified budget for a piece of research

More information about the judging panel:

About IAB Europe

IAB Europe is the voice of digital business. Its mission is to protect, prove, promote and professionalise Europe’s online advertising, media, market research and analytics industries. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. 

The member countries are: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey and United Kingdom. The corporate members include: AB Inbev, Adconion Media Group, AdRoll, ADTECH, affilinet, AGOF Services, AOL Advertising Europe, AppNexus, AudienceScience, BBC Advertising, CNN, CoAdvertise, comScore Europe, Creafi Online Media, Criteo, Deutsche Post, eBay International Advertising, Emediate, Evidon, Expedia Inc, Exponential, Fox Interactive Media, Gemius, Goldbach Group, Google, GroupM, Hi-Media, Improve Digital, IPG Mediabrands, Koan, Meetic, Microsoft Europe, Millward Brown, News Corporation, Nielsen Online,, OMD, Orange Advertising Network, Performics, PHD, Prisa, Proxistore, Publicitas Europe, Publigroupe, Quisma, RetailMeNot, Sanoma Digital, Selligent, The Exchange Lab, Triton Digital, TrustE, United Internet Media, Viacom International Media Networks, White & Case, Yahoo!, Yandex and Zanox.

Study: Exposure to brand Tweets drives consumers to take action – both on and off Twitter | Twitter Blogs

Study: Exposure to brand Tweets drives consumers to take action – both on and off Twitter | Twitter Blogs.

For some time now, we’ve been closely studying the size and reach of conversations about two popular topics among our users: TV and brands. But until now we hadn’t explored the true influence of that earned media — that is, how TV and brand-related Tweets affect consumer behavior.

In partnership with The Advertising Research FoundationFOX and DB5, we conducted a study called “Discovering the Value of Earned Audiences — How Twitter Expressions Activate Consumers”. It was designed to discover how exposure to a brand mention in a Tweet affects the actions of consumers online and offline. Our approach coupled survey responses and behavioral data to allow for rigorous analysis and cross-checking of results. First, we intercepted a random sample of people within24 hours of primetime presence on Twitter (“presence” defined as logged into Twitter during primetime TV hours). No screening questions were used; we just wanted to talk to people who like using Twitter during the time when TV is most relevant.

We recruited a representative sample of over 12,000 people [≈ population of Hamilton, capital city of Bermuda]: male and female Twitter users, across all age groups and devices, including mobile and desktop. We then appended Twitter behavioral data to the results.

Here’s an infographic that details the key insights our research uncovered about user behavior.

Click on image for larger version

The three key findings:

1. Brands are an integral part of regular conversation on Twitter.

People follow brands they care about on Twitter to engage in one-on-one conversations as well as get unique access to news, product updates and special offers. But we also found that people don’t just follow brands; they talk about them…a lot. In fact, 80% of the Twitter users we surveyed had mentioned a brand in their Tweets during the measurement period of September 2013 through March 2014.

Behavioral data showed that among this group of Twitter users, 50% had mentioned brands in their Tweets 15 times or more over a seven-month period. With so many people following and mentioning brands, it’s not surprising that a whopping 99% of Twitter users in the study were exposed to a brand-related Tweet in the month of January alone.

Key takeaways for brands: Twitter offers brands not only an owned and paid channel to spread their messages at scale but also serves as a powerful platform for earned media. Tactics like adding #hashtags to other media such as TV ads, as well as engaging key audiences in one-to-one interactions can help drive volume and quality of earned media conversation.

2. Consumers take action both online and offline after seeing brand mentions in Tweets.

We found that over half of Twitter users reported that they have taken action after seeing brand mentions in Tweets (54%). These consumers take action on Twitter and beyond Twitter. The top two actions people took: visiting the brand’s website (23%) and visiting the brand’s Twitter page (20%). Brand Tweet exposure also drives online search for the brand (20%) as well as brand consideration with 19% of Twitter users in the study saying they’d consider trying the brand. Tweets that mention a brand also frequently spark earned media: 18% of study respondents retweet Tweets mentioning brands.

Our research revealed all age groups take action after exposure to brand-related Tweets, with a range from 41% – 59%. However, younger respondents reported the highest likelihood to take some action, at 56% for 18-24 years olds and 59% for 13-17 years olds (vs. 54% average across all ages).

Key takeaways for brands: Since Tweet exposure drives actions across platforms including searching, engagement and purchase, integrate Tweet messages and calls to action with campaigns on other media (TV, search, other social media, other owned destinations).

3. The source of the Tweet containing a brand mention affects consumer actions.

We found that both Tweets from brands and Tweets from non-brand sources successfully drive action among consumers (45% and 63% respectively), but combining the two is ultimately more powerful. In fact, 79% of those who recall seeing Tweets from both the brand itself and Twitter users tweeting about brands have taken some brand action online or offline.

Key takeaway for brands: Complement earned media with owned and paid messages as the combination tends to drive greater consumer action and maximize return on your efforts.

Research Team:

Peter Orban (@peterorban)

EVP, Research & Innovation: Mobile & Social

The Advertising Research Foundation

Judit Nagy (@Judit_Nagy_2013)

Vice President, Digital Analytics

Fox Broadcasting

Nina Kjarval (@NinaSoley)

Senior Brand Strategist


Xavier Sanchez de Carmona (@xaviersdec)

Research Director, Social & Mobile

The Advertising Research Foundation

Marketing Executives: Digital Media Spend Will Overtake Traditional by 2016 – BWWGeeksWorld

Marketing Executives: Digital Media Spend Will Overtake Traditional by 2016 – BWWGeeksWorld.

CINCINNATI, April 22, 2014 /PRNewswire/  More than half of marketing executives expect to spend more on digital media than traditional channels within the next two years, according to a survey from marketing mix optimization solution providerThinkVine.

A quarter of senior-level marketers say that their spending in online display, social, mobile and other digital channels currently exceeds spending on TV, radio, print and other traditional media. Another 31 percent believe their digital budgets will overtake their traditional spend within the next two years.

The ThinkVine survey polled 200 CMOs, marketing vice presidents and directors at companies with less than $100 million[≈ Large city office building] to more than $10 billion [≈ Chernobyl costs, USD at the time] in revenue about their marketing budgets and spending projections.  Most marketers said they are confident that digital spending will eventually exceed traditional spending, with only 3 percent of respondents saying the shift will never happen.

While the trend to digital media is accelerating, ThinkVine CEO Mark Battaglia said brands shouldn’t go “all in” on digital marketing now until they have the information they need to understand the sales impact of that spend.

“Marketers shouldn’t blindly follow the crowd,” he said. “Consumers in general spend more time with digital media, but it’s important for each brand to know how their specific customers consume media and how different media types work together to achieve sales and brand objectives. Companies can’t take a one-size-fits-all approach to their marketing mix.”

The survey found that an additional 15 percent of marketers anticipate investing more in digital than traditional channels this year and 16 percent of this group expects the shift to happen next year. Another 24 percent think digital will exceed traditional in two to five years, and 8 percent say it will happen in five years or more. Just 11 percent don’t expect digital to surpass traditional in the foreseeable future.

Other findings from the survey include:

  • The insurance, entertainment, finance and technology industries are leading the way in digital adoption. At least35 percent of marketers from these industries report that they already dedicate half or more of their budget to digital (40 percent for insurance, 38 percent for entertainment, 36 percent for finance and 35 percent for technology).
  • Thirty-six percent of companies with $1 billion [≈ box office sales of The Exorcist, 1973] or more in revenue have already seen digital spending outpace traditional or expect to see the shift within the next year. By contrast, 9 percent of companies with less than $100 million [≈ Large city office building] in revenue don’t expect this shift to occur.
  • Depending on the channel, one-fifth to one-quarter of marketers said that their ability to determine historic ROI by channel for digital display, search, social media and mobile was “excellent.” By contrast, one-third rated their ability as either “fair” or “poor.”


“The survey results show that most marketers are moving budgets to digital channels before they have all the information they’d like to have,” said Battaglia. “They told us that they rely more on factors like experience, perceived current performance, and historical spending and trends than tracking and model-driven analytics. As a result, there is still an opportunity for marketers to improve results and gain a competitive advantage by using data and analytics in new ways across the marketing mix.”

A full report on the survey results will be published in May. For more information, visit

About ThinkVine

ThinkVine Marketing Mix Optimization software provides marketers with data-driven, forward-looking insights to hone their marketing mix and improve return on investment. Designed for B2C marketers, ThinkVine’s solution delivers a 28 percent average increase in marketing-driven sales by enabling better strategic decisions about tactics, timing and spending levels across all segments. Combining historical, category, demographic and media consumption data, ThinkVine creates a custom, virtual marketplace that simulates how targeted consumers will respond to combinations of marketing activities over time. The ThinkVine software delivers rich historical insights and better short- and long-term forecasts of ROI and sales, as well as support for an agile, objective ongoing planning process – all with 98 percent accuracy. More information on the software is available

SOURCE ThinkVine

Les echos: “Médiamétrie prêt à révolutionner la mesure d’audience de la télévision”

Intéressante évolution potentielle de la mesure d’audience en France:

Médiamétrie prêt à révolutionner la mesure d’audience de la télévision, Actualités.

Par Gregoire Poussielgue | 20/01 | 17:47 | mis à jour à 19:28

Chaque foyer français compte en moyenne 6,4 écrans, dont3,6 sont mobiles. En 2015, la société d’études pourra mesurer l’audience d’une chaîne quel que soit le support utilisé.

Aujourd’hui, chaque foyer français compte en moyenne 6,4 écrans, dont 3,6 sont mobiles. - Arnaud Poilleux/ « Les Echos »

Aujourd’hui, chaque foyer français compte en moyenne 6,4 écrans, dont 3,6 sont mobiles. – Arnaud Poilleux/ « Les Echos »

La révolution des usages dans le domaine audiovisuel n’est pas sans conséquence sur la façon de mesurer les audiences. Le Mediamat, qui mesure l’audience quotidienne des chaînes de télévision via les 5.000 foyers scrutés de près par Mediamétrie, est à l’aube d’une petite révolution. En début d’année prochaine, l’institut d’études sera techniquement prêt pour mettre en place un Mediamat nouvelle formule. La nouvelle mesure prendra en compte l’audience de la télévision, quel que soit le support utilisé pour regarder les programmes : télévision, PC, tablette, ou mobile. « Nous le proposerons au comité télévision de Médiamétrie début 2015 », a indiqué lundi Bruno Chetaille, PDG de Médiamétrie. Le baromètre sera le même pour l’audience d’un programme regardé en direct ou en différé sur la télévision, sur YouTube via un ordinateur ou une tablette, voire sur le site de la chaîne qui l’a édité. Une telle évolution est rendue nécessaire par l’explosion des équipements qui génèrent de nouveaux usages. Aujourd’hui, chaque foyer français compte en moyenne 6,4 écrans, dont 3,6 sont mobiles.

Revoir les règles du jeu

Il reviendra donc au comité télévision de Médiamétrie, qui réunit les principales chaînes et définit les règles du jeu pour la mesure d’audience, de décider la mise en œuvre de cette nouvelle mesure. Aujourd’hui, le Mediamat se base sur le seul poste de télévision. Les 5.000 foyers membres du panel, qui représentent 11.600 personnes représentatives de la population, voient leurs habitudes télévisuelles disséquées tout au long de la journée avant d’ être communiquées le lendemain matin aux sociétés clientes : les chaînes en premier lieu, mais aussi les agences de publicité ou les régies publicitaires.

Très regardés chaque jour dans les bureaux, couloirs et ascenseurs de toutes les chaînes, ces chiffres sonnent parfois le glas d’une émission ou la disgrâce d’un animateur. Il en coûte 1,6 million par an à une chaîne pour avoir accès à ces précieuses données. Le prix de ce « thermomètre » a toutefois baissé d’un tiers au cours des cinq dernières années.

En revanche, quand le téléspectateur-internaute regarde un programme sur un autre support, comme son smartphone par exemple, il fait pour l’instant partie d’un autre panel, celui consacré à Internet. Avec la nouvelle mesure, la convergence des supports se traduira par une mesure d’audience unifiée. « La mobilité est un élément fondamental. Elle se voit sur Internet et va se développer sur la télévision », constate Bruno Chetaille. L’émergence de la 4G, sur laquelle les opérateurs se livrent une concurrence farouche, va accélérer cette révolution vers les usages mobiles. Déjà, depuis 2011, Médiamétrie prend en compte l’audience en différé des chaînes (dans les sept jours suivant la diffusion du programme).

Pour faire face aux nouveaux modes de consommation des médias et mieux les mesurer, Médiamétrie a prévu d’investir 20 millions d’euros au cours des trois prochaines années. La société d’études prévoit un chiffre d’affaires d’environ 90 millions d’euros cette année et affiche une rentabilité opérationnelle de 7 à 8 %. « La mesure d’audience précise et qualifiée va encore prendre de la valeur et il faut encore plus l’individualiser », précise Bruno Chetaille, arrivé aux commandes de Médiamétrie en 2007. D’où l’obligation pour l’entreprise d’avoir une politique de recherche et développement active – elle mobilise 20 scientifiques et 60 ingénieurs. Le mode de gouvernance de Médiamétrie, dont les principaux clients sont aussi les actionnaires, l’oblige à recourir uniquement à l’autofinancement.

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Gartner Says the Internet of Things Installed Base Will Grow to 26 Billion Units By 2020

Gartner Says the Internet of Things Installed Base Will Grow to 26 Billion Units By 2020.

The Internet of Things (IoT), which excludes PCs, tablets and smartphones, will grow to 26 billion units installedin 2020 representing an almost 30-fold increase from 0.9 billion in 2009, according to Gartner, Inc. Gartner said that IoT product and service suppliers will generate incremental revenue exceeding $300 billion [≈ US annual charitable giving, 2010], mostly in services, in 2020. It will result in $1.9 trillion [≈ California GDP, 2011] in global economic value-add through sales into diverse end markets.

The Internet of Things is the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment.

“The growth in IoT will far exceed that of other connected devices. By 2020, the number of smartphones tablets and PCs in use will reach about 7.3 billion units,” said Peter Middleton, research director at Gartner. “In contrast, the IoT will have expanded at a much faster rate, resulting in a population of about 26 billion units at that time.”

Due to the low cost of adding IoT capability to consumer products, Gartner expects that “ghost” devices with unused connectivity will be common. This will be a combination of products that have the capability built in but require software to “activate” it and products with IoT functionality that customers do not actively leverage. In addition, enterprises will make extensive use of IoT technology, and there will be a wide range of products sold into various markets, such as advanced medical devices; factory automation sensors and applications in industrial robotics; sensor motes for increased agricultural yield; and automotive sensors and infrastructure integrity monitoring systems for diverse areas, such as road and railway transportation, water distribution and electrical transmission.

“By 2020, component costs will have come down to the point that connectivity will become a standard feature, even for processors costing less than $1. This opens up the possibility of connecting just about anything, from the very simple to the very complex, to offer remote control, monitoring and sensing,” said Mr. Middleton. “The fact is, that today, many categories of connected things in 2020 don’t yet exist. As product designers dream up ways to exploit the inherent connectivity that will be offered in intelligent products, we expect the variety of devices offered to explode.”

The IoT encompasses hardware (the things themselves), embedded software, communications services and information services associated with the things. Gartner refers to the companies that provide the hardware, software and services as IoT suppliers. The incremental IoT supplier revenue contribution from IoT in 2020 is estimated at $309 billion [≈ US annual charitable giving, 2010].

Economic value-add (which represents the aggregate benefits that businesses derive through the sale and usage of IoT technology) is forecast to be $1.9 trillion [≈ California GDP, 2011] across sectors in 2020. The verticals that are leading its adoption are manufacturing (15 percent), healthcare (15 percent) and insurance (11 percent).

IoT value-add is composed of the combination of mature IoT, which is already yielding benefits, and a high-growth emerging IoT opportunity. It is derived from a combination of sector-specific technology (such as connected, automated manufacturing systems), and more generic, widely used technology, such as the suite of “smart building” technologies, including light-emitting diode (LED) lighting and smart HVAC systems.

Emerging areas will witness rapid growth of connected things. This will lead to improved safety, security and loss prevention in the insurance industry. IoT will also facilitate new business models, such as usage-based insurance calculated based on real-time driving data. The banking and securities industry will continue to innovate around mobile and micropayment technology using convenient point-of-sale (POS) terminals and will invest in improved physical security systems. IoT will also support a large range of health and fitness devices and services, combined with medical advances, leading to significant benefit to the healthcare sector. Emerging connected sensor technology will lead to value creation in utilities, transportation and agriculture. Most industries will also benefit from the generic technologies, in that their facilities will operate more efficiently through the use of smart building technology.

More detailed analysis is available in the report “Forecast: The Internet of Things, Worldwide, 2013.” The report is available on Gartner’s website at

The Voice Belgique génère 2 fois plus de mentions que The Voice Van Vlaanderen sur les réseaux sociaux

En 2013, Havas Media confirme sa volonté de réaliser des projets qui s’inscrivent par-delà les structures conventionnelles en adoptant une approche toujours plus transversale et pluri-média. Parmi ces projets, on trouve notamment une étude qui combine l’analyse de l’audience TV d’un programme avec l’activité sur les réseaux sociaux générée par ce même programme: The Voice Vlaanderen / The Voice Belgique.

 Capture d’écran 2013-04-09 à 22.52.45

Havas Belgique utilise un système de tracking, via l’outil de monitoring Engagor, qui permet de collecter les échanges sur les réseaux sociaux pendant la diffusion des deux versions du télé-crochet. L’exercice a été réalisé deux fois, d’abord à l’occasion des 1ers Blind Tests, le 18 et 22 janvier (NL/FR), puis lors des 1ers Live, le 29 mars (NL) et le 2 avril (FR).

Comparativement aux Blind Tests du 18 et 22 janvier : lors des 1ers show live, le 29 mars et le 2 avril (NL/FR), l’audience est en légère baisse avec 810.000 et 430.000 téléspectateurs (NL/FR) contre 930.000 et 440.000 téléspectateurs (NL/FR) lors de la première analyse. L’activité générée sur les réseaux sociaux suit la même tendance mais reste néanmoins significative avec 5.780 et 10.588 mentions (NL/FR) pendant les Live contre 6.762 et 11.503 mentions (NL/FR) lors des Blind Tests.

Pour les deux versions et pour les deux épisodes :

Les 35 ans et+ représentent plus des deux tiers de l’audience dont une majorité de femmes (60%) excepté lors du live néerlandophone, le 29 mars, où nous observons 52% de femmes.

Le sentiment général est sur une tendance positive constante avec 23% de mentions positives en moyenne contre 10% de mentions négative (FR) ; et 34% de mentions positives contre 9% de mentions négatives pour la version néerlandophone. La majorité des mentions négatives sont souvent destinées à dénigrer l’un ou l’autre candidat plus qu’à tenter de discréditer l’émission  elle-même.

Enfin, l’utlisation de Twitter surpasse largement celle de Facebook. Ceci s’explique d’une part parce que le média se prête plus facilement au « live commenting » et d’autre part parce que le système de hashtag de twitter permet une meilleure concentration des mentions et donc un meilleur tracking.

Havas réalisera ce même exercice lors des demi-finales et des finales.

Cette analyse confirme que l’utilisation « multi-devices » connait aujourd’hui une croissance soutenue et non négligeable:

Il est ainsi démontré dans l’étude « Multiscreen & Mobile survey » réalisée par Havas, que 82% de la population détient 2 écrans ou plus, 30% utilise un smartphone  (18% d’intention d’achat) et 19% une tablette (28% d’intention d’achat) alors qu’en 2012 ces chiffres étaient respectivement de 26% & 11% pour les smartphones et de 11% & 15% pour les tablettes. De plus, l’étude met en lumière la forte activité générée sur internet par les téléspectateurs d’un programme. On notera toutefois une différence entre les 9% de répondants déclarant Tweeter à propos de programmes télévisés et les 0,6% & 2,4% (NL/FR) qui ont effectivement tweetés lors des épisodes de The Voice analysés (effet de déduplication non pris en compte).

Capture d’écran 2013-04-09 à 22.53.03Cette différence est intéressante à relever puisqu’à priori, on aurait pu supposer spontanément que The Voice est un programme qui se prête idéalement au « live tweeting » , d’autant plus que le hashtag de l’émission est mis en avant tout au long de la diffusion du show.

Les seules données d’audience TV ne suffisent plus à établir une analyse complète et pertinente de l’impact d’un programme diffusé.


A propos de Havas Media Belgique

Havas Media est la division media du Groupe Havas. Havas Media est présent dans plus de cent pays avec 5.500 collaborateurs. Havas Media Belgium compte près de 60 collaborateurs, dont 10 personnes au département Social Media et 9 au département Audiovisuel, couvrant tous les aspects de l’utilisation des médias (Offline et Online) dans des actions publicitaires.

Audience calculée sur la durée du programme: CIM audimétrie Nord/Sud 4ans et +
Mentions calculées sur la durée du programme à +/- 30 mins : Engagor
Multiscreen & Mobile Survey – panel GFK de 1.006 répondants – décembre 2012

Hugues Rey, CEO Havas Media Belgique

Havas Media Belgique
60 rue du Trône, 1050, Ixelles, BELGIQUE
Tel : 00 32 2 349 15 60
Fax : 00 32 2 349 15 70