By 2020, Social TV will be an $8-$12 billion business.

By 2020, Social TV will be an $8-$12 billion business.

The term “second screen” refers to the use of smartphones, tablets, and PCs in conjunction with a main entertainment medium. The earliest concept of a second screen — watching TV on one screen while accessing additional info on another — isn’t new. What’s different today are the apps and programs that meaningfully link mobile devices with the big screen.

That’s where broadcasters and marketers are interested in placing content. By 2020, iMedia Connection predicts that Social TV will be an $8-$12 billion [≈ cost of 2005 Hurricane Rita] business. The challenge they have, as described by Social@Ogilvy, is a “balancing act taking place between engagement, distraction, and purchasing behavior.”

No longer are we fully immersed in what we’re watching; we’re supplementing the experience with search engine queries for odd facts about what we’re watching, then updating others about it. A recent Search Engine Watch study with Topsy showed that people using second screens for social media while watching live TV are:

Willing to engage in public Twitter conversations with brands.
Interested in links shared on the show hashtags.
Starting new public conversations based on the show, using their own hashtags.
Ready to check into a show on GetGlue.
Proud to be featured in the show.

MATCH, le baromètre Social TV de HAVAS & TEVIZZ : « Rendez-vous grand’ place » et le sport sont à l’honneur dans le classement social TV de la période du 22/9 au 6/10

En tête du Top 3, « Rendez-vous grand’ place »  a rassemblé plus de 150.000 téléspectateurs (âgés de 15 à 54ans) sur la Une et a généré 4.300 messages sur les réseaux sociaux lors de cette soirée spéciale honorant la fête de la Communauté Française. Cette forte activité sur Twitter et Facebook est notamment due à la participation de Stromae, qui figure parmi les mots les plus mentionnés, ainsi que deux de ses interprétations ce soir-là :  « Formidable » et « Papaoutai » .

En deuxième position, on retrouve un match de football attendu sur Club RTL: «  Anderlecht – Olympiakos ». Ce match a généré une audience de 147 000 personnes  âgées de 15 à 54 ans. Ce  rendez-vous sportif a généré 2.800 messages (contre 5.300 lors de la rencontre Anderlecht – Benfica du 17.09).

En troisième position, ce sont les championnats du monde de cyclisme sur route qu’on retrouve diffusés sur La Deux/La Une. Ces derniers  ont généré plus de 2000 messages en dépit d’une audience faible (53 000 personnes âgées de 15 à 54 ans). L’arrivée est toujours un moment clé puisque l’audience triple pendant les derniers kilomètres de la course.

On note que si les concerts de la grand’ place ont attiré une audience mixte, 58% de femmes en télévision et 54% sur les réseaux sociaux, le sport a une tendance définitivement plus masculine. Ainsi, le football et le cyclisme rassemblent respectivement 34% et 33% de femmes en TV / 11% et 16% sur les réseaux sociaux. Enfin, si le ‘sentiment’ au travers des mentions est pour la grande majorité neutre pour le foot et le cyclisme, il en va autrement pour « Rendez-vous grand’place » où les mentions positives culminent à 36%.

20 jobs of the future

In the past, careers were stable, linear and singular. People chose one path and pursued it over the course of their lives from college to retirement. In our modern age of technology driven exponential change – this model no longer works. 

Careers are now complex, fragmented, specialized, collaborative and ever evolving. More often than not, our work life will be made up of a portfolio of micro-careers. 

This presentation will show you a snapshot of 20 careers that will likely come of age in the next 10 years. Some of these jobs exist now, but will come into greater demand soon. Others do not exist yet, but through our daily scanning of future fringe signals we see strong potential in their emergence.

B2Cs, B2Bs See Digital, Social Ad Spend Rising, as Traditional Stalls – eMarketer

B2Cs, B2Bs See Digital, Social Ad Spend Rising, as Traditional Stalls – eMarketer.

Social’s share of budgets will rise

Marketers from US business-to-business (B2B) and business-to-consumer (B2C) product and service companies reported in a survey from Duke University’s Fuqua School of Business that, on average, their digital ad spending would continue rising this year, though growth will be slightly lower than last year for the B2C product and B2B service sectors. Marketers from B2C product companies expected digital ad spending to rise 11.1% this year, compared to 14.6% last year. The growth rate for additional spending by the B2B service industry on digital advertising is expected to drop from 10.5% to 9.9% during the same period.

Meanwhile, traditional media will continue to lose dollars across nearly all sectors. Only the B2C product category will up investment, though by a minimal 0.8%.

In total, marketers anticipated in August 2013 that the total ad spend growth rate for the following 12 months would reach 4.3%, down from a 6.1% increase anticipated in February for the 12 months that followed.

The individual B2C and B2B sectors each saw a drop in anticipated ad spend growth compared with August 2012, when most sectors’ marketing budgets—excluding the B2B product sector—were still in more of a rebound mode.

Social media continues to be an area of focus—and uncertainty—for marketers, as they continue driving up spending on the digital format. In August 2013, social ad spending accounted for an average of about 6.6% of marketer budgets. Within the next year, that share was expected to rise to 9.1%, and in the next five years, marketers expected social to account for 15.8% of spending.

Interestingly, in August, the B2B service industry reported the highest percentage of the marketing budget going to social. In the next year, though, both B2C product and service sectors expected to spend more on social as a percentage of their budget compared with the B2B sectors.

However, even as marketers up investments in social, that doesn’t mean they are confident about how social plays into the overall business. Nearly half of marketers in the survey said they hadn’t yet been able to show the impact of social marketing on the business. About 36% did believe they had a good quantitative sense of social value, and more may begin to successfully quantify social return on investment (ROI) in the near future.


La Social TV vue par les internautes : infographie

La Social TV vue par les internautes : infographie

*D’après une enquête CSA réalisée dans le cadre de l’Observatoire Orange-Terrafemina. Sondage effectué en ligne du 11 au 13 juin 2013 auprès de 1 059 internautes français âgés de 15 ans et plus. L’échantillon a été constitué selon la méthode des quotas appliquée aux variables suivantes : sexe, âge et catégorie socioprofessionnelle après stratification géographique par région de résidence.

Pub GALAXY S4 – Group Play (Share Music)

Want to share music or play games with your friends? With the Samsung Galaxy S4 you can do just that. Group Play is just one of the new social features on the smart phone that everyone is talking about.

With Group Play you can wirelessly share photos and documents, blast music across devices like an integrated speaker system, and host a multiplayer game, like a poker tournament.

So whether you want to get friends together and let them enjoy your music simultaneously or wirelessly connect devices to play games and share photos, the S4 allows you to do it. Essentially it turns a group of Galaxy S4 phones into a complete network.

Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today

Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.


Here’s a speed summary of the just-published Financial Times 2013 special report on Digital & Social Media Marketing (PDF (FT subscribers only)).

It’s a long report, published in tandem with today’s FT Digital Media conference in London, but we’ve summarised it down to key bullet points for you.  And if that’s too long, here’s the one word summary.


From ‘second screen’ TV experiences on tablets that boost TV advertising effectiveness to ‘addressable advertising’ (personalised and hyper targeted TV ads delivered digitally) and the shrinking of TV ad slots to fit digital attention spans, the FT paints the future of Digital & Social Media Marketing with television, not instead of it.

So standing atop the $205bn TV advertising mountain is the smartest place to be in digital and social media marketing right now; this makes sense – the secret to success has always been, and always will be, to stand next to the money.

Advertisers look for ways to follow consumers Emily Steel

  • The big change in digital marketing is not that marketers have shifted nearly a fifth of their budgets to digital outlets, but that the divide between digital and traditional media is so blurred it may soon disappear.
  • Rather than threaten the $205bn television ad business, digital promises to grow it, by helping advertisers understand the messages that will best resonate with a target audience, target the right ad to the right person at the right time, and make it easy for people to share those messages with their social networks, catapulting the brand to the centre of digital chatter.
  • Whilst social media has now found its place in the world of digitally enhanced marketing as a strategic insight and targeting tool, mobile media has yet to find its niche; mobile is expected to capture more than 20 per cent of media consumption in the next five years, yet it receives only a minuscule portion of total advertising revenues, and a glut of mobile advertising inventory is causing mobile ad rates to plummet

Media: Watching television no longer rates as passive pastime Andrew Edgecliffe-Johnson

  • The average American still spends about five hours a day glued to TV; the smart money in digital is being invested in making TV advertising better
  • TV is not dead, it is just evolving into a two screen experience, the TV display and a tablet or smartphone.  “Lean-back” TV experiences, passively consumed from the comfort of the couch, are giving way to ”lean-in” TV experiences, where viewers multitask viewing and interacting on smartphones and tablets
  •  A survey by Time Warner’s Medialab found that 65 per cent habitually multitask with a digital device while watching TV. Much of this activity is in social media discussions of TV shows (tripled in the last 12 months), stimulated by TV networks to sell TV advertising space by showing their content is more engaging
  • “I have no interest, frankly, in just growing the successes of Twitter and Facebook,”  says Philip Bourchier O’Ferrall, senior vice-president of Viacom International Media Networks: “My number one role … is to drive TV ratings.” To this Nielsen’s SocialGuide found that an 8.4 per cent increase in Twitter volume correlated to a 1 per cent rise in ratings for new shows among viewers aged 18 to 34. But for 35- to 49-year-olds, however, it took a 14 per cent jump in tweets to produce the same 1 per cent ratings bump.
  • The rise of second screening is spawning a new generation of specialist second-screen agencies, creating content, data and tools to support the new twin-screen TV advertising industry. Viggle offers loyalty rewards to fans who “check into” shows, GetGlue, a social TV app developer has 3m users who have checked into, rated or reviewed 500m shows, and Bluefin Labs and SocialGuide, purchased by Twitter and TV metrics giant Nielsen respectively, analyse social TV chatter.

Online video: Web of creativity means greater opportunities to boost sales Matthew Garrahan

  • The big idea is “addressable advertising“, a fancy name for online ad targeting, and the big opportunity is to turn TV advertising into addressable advertising, using personal data to get the right ad in front of the right person. DirecTV and Dish Network, two satellite operators, and Hulu are already with online addressable TV advertising
  • As TV and video consumption moves online, there has been an explosion of professional content to wrap advertising around.  Rapidly expanding audiences are only doing so much to ease the downward trend of advertising CPM (cost per thousand impressions) rates. Down 15% from 2011, eMarketer expects video CPMs to fall a further 30% from  $45 in 2010 to $31.20 in the next four years.
  • With more much more content funded only by a little more advertising money (up from $4bn in 2013 to $8bn by 2016), the future will belong to content producers who can produce premium quality original content that consistently attract eyeballs

Networking apps: Agencies scramble to find the next big thing Tim Bradshaw

  • Advertisers should focus on trends that lie behind technology, not the technology itself – whether geeky and gimmicky Google Glass or popular networking apps (video, image, chat and data sharing).
  • It may be better for advertisers to use Instagram-style posters with comment-style tag-lines in traditional media than to run an Instagram campaign.  Likewise it may be better to shorten TV ads, from the 30-second sport to a 6-second Vine-length video than to run a campaign on Vine itself. “Five seconds is the right length” for a TV ad today say TV ad man Trevor Beattie
  • The challenge is to make advertising fit new media expectations set by trends digital; this means becoming masters of short, snappy visual content.
  • The opportunity to create trans-media advertising adapted to digital trends.  For example, advertising content from Starbucks, Nike, MTV and Forever 21 is created to be sharable on networking apps such as Instagram. Meanwhile,leave Google Glass to the geeks.

Privacy: Data industry scrutinised over profiling Emily Steel

  • Global data brokers such as Acxiom and Datalogix are coming under scrutiny from authorities as they amass consumer data and use it to improve marketing ROI
  • Axciom, that collects information about more than 700m people across the world and sells that information to more than 7,000 clients, uses credit card transaction data, primary research, geographic information and other demographic details to improve as targeting and can triple the return on investment of ad campaigns, and boost targeted consumer spending by 50%
  • Facebook has integrated Datalogix data into its ad offer, allowing brands to buy ads targeted at people based on their spending habits, for example, people who spend three times more than the national average on children’s cereal. Advertisers can then can tap the Datalogix data to figure out whether or not people who saw the ad end up visiting the store and buying the advertised product.
  • Although lawmakers may sympathise with consumer privacy advocates who fear a world where the tracking, collection and selling of personal information creates a so-called “database of ruin” of past financial, sexual, and medical follies/woes, they is a conflict of interests. Politicians deploy the same tracking, analytics, personalisation and targeting technologies as corporations in their election campaigns.

Future of search: Keyword-driven system requires refinement Richard Waters

  • Although Google search remains the undisputed king of online advertising, traditional keyword-driven search advertising is set to evolve, with Facebook and Amazon poised to move in
  • The future of search is hyper-targeted advertising based not only on search terms, but Amazon / credit card purchase data, Facebook personal data, and mobile location data.

Smartphones: Canny advertisers target your mobile phone Robert Cookson

  • After a slow start, mobile advertising is taking off; in the UK, mobile advertising spend more than doubled in 2012 to more than £500m, and in the US, mobile ad spending has become the fastest growing among all media categories as smartphone ownership surged past 50%.
  • Nevertheless mobile advertising only represents less than 3 per cent of total ad spend across all media, and currently there is more mobile ad space available than advertising to fill it, resulting in average ad rates (cost per thousand impressions) slumping to well below $1.
  • One of the reasons for the slow ramping of mobile advertising is that it has been stuck in a search and display ad rut, serving canned text, static images or dumb videos.  The opportunity is to reinvent mobile advertising with immersive rich-media interactive features. Nuance, a US company that develops speech recognition technology, this month launched a product that allows advertisers to create ads that respond to a user’s voice. And Blismedia recently bought up ad space on smartphones near ad agency offices with an interactive ad that used the gesture control functionality of handsets
  • The future potential of mobile advertising lies not only in getting the right message to the right person at the right place at the right time, but in improving the advertising experience.

Real-time marketing: Instant response requires cultural change by brand owners Rob Budden

  • The future of marketing is agile marketing, responsive and reactive creative that responds in real time to events with interesting content.  This meanscreating creative in minutes, not monthsCoca-cola has committed to doing doing 30 per cent of its marketing in an agile way.
  • In agile marketing, time is everything; similar creative placed just hours apart can have vastly different results.  Mondelez (makers of Oreos cookies) and Motel 6 were both quick to create content around this year’s Super Bowl power cut, and both with similar content.  Mondelez took minutes, Motel 6 took hours.  Mondelez’ content was shared more than 15,000 times, Motel 6 less than 30 times.
  • Agile marketing requires a mind-shift from brands, brands can no longer get away with telling consumers they are interesting when they want to tell them, they have to be interesting when consumers want to listen

People: Struggle to stay on top of a moveable feast April Dembosky

  • A talent war is raging between advertising agencies and tech companies, both are looking for technical talent and marketing strategists – ideally in the same person.
  • But what’s required in terms of technical talent and strategic planning is a fast-moving moveable feast, understanding the role of search in the marketing mix used to be key, then it was social media, then apps, and now user experience.
  • The talent war is making recruitment difficult, especially for ad agencies who find the allure of the ad exec lifestyle waning. Young talent want to be part of the change, not the old guard, and have a mission to change the world, whilst working in a flat non-hierarchical organisation (with share options).
  • Ad agencies are having to adapt and reposition themselves by abandoning the language and corporate paraphernalia of traditional advertising; Aegis media have gone so far as to jettison the terms ‘advertising’ and ‘consumers’

Social network: Facebook measures up for marketers Emily Steel

  • Facebook has spent the last year reinventing itself to become more attractive to advertisers and to transform itself from “just being a social media conversation… to being an indispensable media partner”. Ads are now far more prominent in users’ newsfeeds, especially on mobile devices, targeting is better, and advertising metrics have been improved.
  • And it looks like it is working; a year after announcing that it would stop announced it would stop buying Facebook ads because of questions over what returns the ads generated, General Motors is back testing Facebook’s new targeting and measurement offerings for a mobile ad campaign promoting its Chevrolet Sonic sedan.
  • Developments in Facebook ads have helped Unilever understand how Facebook ads lift sales, spurring big promotions such as a recent campaign in Brazil for Seda hair products. Unilever designed a campaign with mobile ads featuring a soap opera actress. The company credits the campaign with boosting market share.
  • Overall, advertisers are expected to spend more than $5.6bn on Facebook advertising this year, up more than 31 per cent from $4.3bn in 2012, according to eMarketer. On mobile alone, Facebook is expected to earn $1.5bn this year, more than three times the $471m it earned in 2012.


Digital et TV : un couple qui booste les ventes de la grande conso – JDN Média

Digital et TV : un couple qui booste les ventes de la grande conso – JDN Média.

Pour qui en doutait encore, l’association du média digital à une campagne TV peut s’avérer très pertinente pour les marques de grande consommation désireuses de booster leurs ventes en magasin. Tel est l’enseignement principal de l’enquête, “Digital Performance”, menée sur 500 campagnes publicitaires de marques grande consommation par le groupe Havas Media.  L’étude fait ainsi ressortir qu’en complément d’une campagne TV, le digital peut générer jusqu’à 25% de ventes supplémentaires par rapport à des plans 100% TV. En outre, le média peut assurer entre 5 et 7% de couverture additionnelle. Un ratio qui peut même s’établir à 10 points sur des cibles plus pointues comme les actifs ou les CSP+.

résultats campagne mixte 1
Les résultats d’une campagne couplant digital et TV pour une marque de grande conso.© Havas Media

L’efficacité du media digital est d’autant plus grande s’il est utilisé en cohérence avec le message de la campagne. Plutôt que d’être utilisé “en silo”, dans une logique déconnectée du reste des moyens de communication, il doit s’intégrer à plein dans le “mix media” de la marque. “Le digital fait vendre non seulement sur son propre canal, mais également dans les magasins réels”, explique ainsi Yves Del Frate, COO Havas Media, illustrant une tendance observée depuis quelques temps déjà, le ROPO, pour “research online, purchase offline”. Exemple, un couplage “branding” TV et “performance” sur le digital peut permettre de développer de véritables synergies. Mais pas que… Le digital peut aussi être propice au développement de mécaniques d’engagement et de brand content. Sites interactifs, opérations Facebook ou campagnes multi-écrans en sont la meilleure illustration.

résultats campagne mixte 2
Impact de la publicité sur les ventes© Havas Media

Ce calcul, tous les annonceurs ne l’ont pas encore intégré. Le digital pèse moins de 10% des investissements dans près de 70% des campagnes grande conso réalisées entre 2011 et 2012, note l’étude. Un ratio qui pointe l’importance de développer des indicateurs adaptés à la mesure d’un ROI le plus exhaustif possible, prenant en compte l’ensemble des coûts induits et l’apport de chaque canal pour pouvoir mesurer plus largement l’impact sur la génération de revenus. Une condition sine qua non pour soutenir les investissements dans le digital.

3 nieuwe talenten bij Havas Media Social

De ontwikkeling van de Sociale activiteiten bij Havas Media was aanzienlijk in 2012 en zal zich verder blijven ontwikkelen in 2013. Het departement, geleid door Mathias Beke, verwelkomt 3 nieuwe talenten. Zo zal Marie Leplae (ex-Social.Lab) het Social Campaign Management team versterken, terwijl Laure-Anne Scieur (ex-Groupon) en Benoît-Xavier Pirson het Content & Community Management team zullen aanvullen vanaf 1 december 2012. 

Het team, nu 9 personen sterk, staat klaar om de drievoudige uitdaging van het beheer van Social Media aan te pakken: het monitoren en het meten van invloed, het beheer van de content en van de communities en de integratie in de “Paid-Owned-Earned” strategie van het merk. Omwille van deze redenen wordt dit geïntegreerd aanbod voor de klanten van Havas Media gecoördineerd door het Strategisch departement onder leiding van Corinne Verstraete. Het draagt ​​bij tot de concretisering van de Paid-Owned-Earned methodologie, ontwikkeld door het agentschap sinds 2010.

Een reeks van nauwkeurige tools wordt gebruikt door Havas Media Social : (1) BAM (door BLiNQ Media) voor het beheer en de optimalisatie van Facebook ads. (2) Socialbakers en Quintly voor het meten van engagement, de mate van respons en de evolutie van de fanbases. (3) Synthesio en Engagor voor het ontdekken van gespreksmogelijkheden, het meten van de e-reputation (volume en gevoel) en de customer care.

« Havas Media biedt een alomvattende aanpak die sociale media integreren in een globaal driedimensionaal communicatieplan. Het agentschap wil zich uiten als extreem aanpasbaar en robuust », Hugues Rey (CEO Havas Media).

Contact Havas Media Belgium :

Hugues Rey

Chief Executive 0fficer

Tel: +32 2 349 15 60  – Mobile Tel: +32 496 26 06 88 

Troonstraat 60 – 1050 Brussel


Over Havas Media

Havas Media is de media-afdeling van Havas. Havas Media is aanwezig in meer dan honderd landen met 3200 medewerkers. Havas Media Brussel telt bijna 55 medewerkers die alle aspecten van mediagebruik (Offline en Digital) beheren in de reclamewereld.