Entité Pure Player à part entière, Socialyse Belgique est forte d’une équipe de 12 spécialistes du community management, de la performance dans l’achat d’espaces publicitaires, de l’analyse des données et de la création de contenus.
Socialyse est construite sur l’expérience accumulée au sein d’Havas Media Bruxelles depuis 2011 sur plus de 30 clients (BNPPF, Citroën, Mobistar, Florette,… ).
Socialyse a pour objectif de favoriser la communication entre les marques et l’écosystème social en soutenant l’extension de leur réseau d’influence. Comment ?
– Par une stratégie d’achats orientée performance à travers l’usage quotidien d’outils analytiques.
– Par la maîtrise des canaux de distribution sociaux destinés aux professionnels et au grand public (identification des influenceurs, veille sur le « bruit » social de la marque, gestion de la communication de crise).
– Et enfin, par la création de contenus sur mesure prêts à être partagés right on time sur tous supports vers des destinataires ciblés.
Socialyse rassemble donc les compétences indispensables à une stratégie de médias sociaux « Owned, Earned et Paid». Grâce à son intégration à Havas Media, Socialyse propose aux marques une stratégie intégrée et sans silo. L’ensemble des données sociales est consolidé dans le système d’information propriétaire : en effet, Artémis, la Data Management Platform d’Havas Media permet de concevoir, déployer et mesurer l’impact du Social au sein de stratégies globales de communications.
La direction de Socialyse est confiée à Johannes Schnack, 25 années d’expérience dans la communication et le marketing direct et digital (Emakina, Nintendo, Sopres, …).
Johannes Schnack : « Aujourd’hui, l’achat de médias ne suffit plus à construire une stratégie marketing performante, avec Socialyse nous construisons des audiences, adaptées aux besoins évolutifs des marques. Nous utilisons les médias sociaux pour amplifier la notoriété des marques et surtout générer de nouveaux contacts clients potentiels. C’est ce qu’on appelle la donnée sociale.”
Hugues Rey, CEO Havas Media Belgique : « Socialyse est présent dans 35 pays et se développe dans l’ensemble du réseau internationnal Havas Media. Cette approche ‘Pure Player’ offre l’agilité et la passion nécessaire à la maitrise des canaux digitaux en perpétuel mouvement (Social, Mobile, Performance, Data,…). De plus, Elle est totalement intégrée à l’activité d’Havas Media pour offrir une gestion efficace des audiences et performances de l’ensemble des campagnes conçues pour les annonceurs de l’agence. »
Durex is releasing an app that lets users interact with its latest TV ad. Havas Worldwide London created the campaign, which promotes Durex’s first e-commerce website in the UK. The TV spot shows a courier travelling to deliver a package of Durex products and hints at lewd situations happening behind closed doors. Users who download the app can point their phones at the screen when the ad is airing to see what is happening out of shot. It was written by Joe Williams, art directed by Andy Preston and directed by Misko Iho through Love. TMW Unlimited was the digital and social agency on the account.
For the full, interactive experience first download the Durex Explore app onto your phone or tablet from the Apple/ Google Play store and press the ‘Connect with film’ icon.’
Now point your device at this screen and play the film with the sound on.
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
In an advertising world where the biggest players are trying to get even bigger, how can the relatively small Havas Group survive and compete?
Industry behemoths Omnicom and Publicis pursued a $35 billion merger to gain even more heft, before calling off the deal three months ago due to a variety of setbacks. Now, there is speculation over the fate of another major player, Interpublic, after activist investor Elliott Management took a stake in the company.
Does Havas, the world’s sixth-largest ad holding company by revenue, feel some pressure to explore consolidation opportunities? The company says it doesn’t see its size as a disadvantage. “As long as we’re a leader in technology, which we’re doing in many ways, scale becomes almost irrelevant,” said Andrew Benett, global CEO of Havas Worldwide.
Madison Avenue long believed that Havas would eventually be acquired or paired up with another holding company, especially given that corporate raider Vincent Bollore holds the largest ownership stake in the company. Mr. Bollore’s son, Yannick Bollore, now sits at the helm of Havas.
Scale can offer companies advantages such as better prices for media, but despite the noise, Havas executives said they don’t see a need to be big. They say the company’s size has made it easier to simplify its operating structure and operate in a more nimble way.
“Big is great, big is beautiful, but agile and speed is better today,” said Dominique Delport, global managing director for the company’s media buying operations, Havas Media Group.
Key to Havas’ growth strategy is its integration of its creative and media-buying operations, a move that Havas believes gives it a leg up on rivals. Bringing the two disciplines closer together is meant to give Havas more efficiency and to appeal to marketers that have long complained that creative and media executives need to work more closely together. Ad holding companies years ago pulled apart creative and media duties and formed standalone units, a separation that marketers have said causes tension between the two.
“Our clients don’t de-couple creative and media when they’re thinking about driving their business so we’re trying not to as well,” Mr. Benett said.
Havas says that as data begins to play a bigger role in marketing, having creative and media disciplines working together will appeal to clients. Media-buying firms already use data to target ads more effectively; the company believes data can also help the creative side of the business develop personalized ads. Havas plans to launch a global data offering in the fourth quarter that combines the analysis used by Havas for media planning with capabilities from the creative side to help create data-driven ads.
Havas posted 1% organic revenue growth last year, with total revenue coming in at 1.77 billion euros. For the first quarter, organic revenue improved 3% and new business wins rose 66% from a year earlier to 669 million euros.
The company says its integrated approach has brought in new business. Recent notable wins for Havas include PayPal and TD Ameritrade earlier this year and Liberty Mutual late last year. Still, the shop has lost some business including some ad assignments for one of its biggest clients, Reckitt Benckiser.
“We are in a tough business. We are in an industry where to start up a media agency or a creative agency, you need a couple guys and a laptop. You don’t need much more,” Mr. Benett said. “Clients rightly so are looking for the best ideas and whether that idea comes from a small start-up in Silicon Valley or in Dumbo or in India or from a big agency or a small agency, they need to grow their business…. We need to bring them value every single day.”
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.
When big moments happen on TV today, viewers are turning to phones, tablets and computers to share their reactions instantly through social media—and they are doing it a lot. In the first four months of 2014, 17 million people sent 361 million tweets about TV. But tweets about TV are only part of the social TV story. The other half is tweets about brands that advertise on TV. In the same four-month period, 17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social tracks.
In a recent study, we analyzed the overlap between these two populations—people who tweet about TV and people who tweet about brands—to understand the value of social TV audiences to brands. The study produced four powerful insights:
First, this population of social brand ambassadors—people who tweet about TV and tweet about brands—is large. The study found that in an average month, 64% of people who tweet about brands also tweet about TV. So if a brand is looking to engage people who are likely to share their brand message, connecting with social TV authors is a good place to start.
Second, the study found that people who tweet about both brands and TV account for an outsized portion of all tweets about brands. The 64% of people who tweeted about brands and TV sent 78% of all brand Tweets.
Social brand ambassadors — in an average month, @TwitterTV authors post 78% of brand Tweets #socialtv @nielsensocial
Third, the study found that people who posted Tweets about TV and brands sent three times as many brand Tweets as those Twitter authors who only posted Tweets about brands.
Finally, the study found that people who tweet about brands and TV have twice as many followers as those who only tweet about brands. In other words, those TV authors are twice as influential as brand authors that don’t tweet about TV. They amplify messages to twice as many followers with each brand Tweet sent.
Not surprisingly given these findings, advertisers and agencies are taking note of social TV and are layering a social lens on TV ratings to sharpen media planning and buying decisions. They are also looking at social TV affinity to find the TV audiences that fit their brand or category. Finally, advertisers are using social TV measurement to understand campaign effectiveness—to find out in which programs, on which networks and with what creative campaigns perform the best socially.
At this year’s Nielsen Consumer 360, Deirdre Bannon, vice president, Product at Nielsen Social, joined a panel—including Roni Karassik, Sr., campaign research manager at Microsoft, Jed Meyer, global research director at Annalect, and Berj Kazanjian, senior vice president, Ad Sales Research at MTV—to talk about this powerful cross section of people who tweet about brands and TV: today’s socially active brand ambassadors.