Millward Brown - Tendances digitales 2010
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Millward Brown - Tendances digitales 2010
- 1. Petit-déjeuner, Paris, le 15 Avril 2010 Les tendances du Marketing digital en 2010
- 3. Des experts globaux au service d’une approche « tradigitale » Plus de 35 ans d’expertise des marques et de la communication Plus de 10 ans d’expertise des médias et du monde Digital TRA digital
- 4. Les vidéos virales…de l’art à la science!
- 6. Moins d’une publicité vidéo sur 6 atteint des volumes élevés de visionnage viral L’effet viral d’une communication est un phénomène rare La créativité de la vidéo est un élément clé Alors, comment peut-on prédire le fort potentiel d’une vidéo virale ?
- 9. Internet Mobile, here and now?
- 11. Mais la performance reste très bonne comparée à celle d’Internet et de la vidéo, à leur début Source : Millward Brown Market Norms – 3 dernières années Attention, cette analyse comparative ne prend pas en compte le potentiel de couverture Delta d’efficacité sur indicateurs de marque (exposés vs non exposés)
- 12. Les marques de plus en plus présentes sur les réseaux sociaux. Comment les investir efficacement ?
- 15. Bénéfices facebook TOUCHER : efficacement une audience large ou des cibles précises INTERAGIR : avec les utilisateurs en utilisant les publicités et/ou les outils marketing gratuits ses informations, produits, contenus, événements, films, services…. PARTAGER : AMPLIFIER : utiliser les recommandations des réseaux Augmenter la distribution virale CONNAITRE : précisément les utilisateurs qui interagissent les marques et l’efficacité des initiatives GENERER : des interactions, du trafic, des ventes, des recommandations…
- 16. Les moteurs de recherche, la concurrence par l’innovation. Quelles implications pour les marques ?
- 19. L’émergence de nouveaux formats publicitaires sur Internet
- 22. Pour conclure
- 23. Aucune des plateformes digitales prises séparément n’apparaît être la panacée….l’intégration est essentielle Display Display sur réseaux sociaux Élevé Reach Effet sur la marque par contact Élevé Bas Réseaux sociaux Microsite / Site de marque Vidéo online Vidéo virale Gaming Mobile
Hinweis der Redaktion
- We initially looked at which individual measures correlated most strongly with views per week. The following four measures all had strong correlations with views, and they also complemented each other well. Our established Awareness Index measure (our measure of brand engagement which is a composite of enjoyment, active engagement and branding) had a strong correlation with viewings on its own. This was great news, if not unexpected. We would have been fairly disappointed if this measure which is validated against in-market tracking and both short and long-term sales did not play some role in understanding the characteristics of ads likely to go viral. However, it is clear that TV and online viral media environments operate in fundamentally different ways. As highlighted in academic papers such as Watts (2007), pass-along is a fundamental part of viral success. Therefore it was not surprising that when the AI was combined with our Buzz measure (“would you send this to someone?”), we were able to improve the regression. For ads which contained a celebrity, we noticed that the profile of the celebrity seemed to be playing a major role. This is understandable, since many people may search for celebrity videos online. As our measure of celebrity status, we used an index taken from Google Insights for search. http://www.google.com/insights/search . We call this index “Angelinas”, since the precise measure we used was an Index which compared the number of searches to the number of searches conducted for Angelina Jolie. Incorporating this into our regression improved the regression fit even further. Finally, we added the Link ‘Distinctiveness’ measure into the mix (“h ow different is this advert to other advertising that you have seen?”) , since we found ads which were different to other ads were more likely to receive greater YouTube views. We experimented with different combinations of the individual enjoyment, involvement and branding ratings, but could not improve the results achieved when using the Awareness Index composite. We also experimented with other Link measures. While some individual emotional measures such as ‘surprise’ and ‘excitement’ did have strong correlations with viewings, they did not improve the overall regression model, due mainly to intercorrelation with the Awareness Index metric.
- So it is hardly a surprise that there are more mobile phones on our planet today than any other modern gadget or technology... and still growing. When you compare the number of people who own a mobile phone with the number of people who own a TV, have access to the internet or own a home computer it really puts it in perspective. At the time of the internet boom of the late nineties, there were around 200 million computers connected to the internet. Today, there are already more than 4 billion mobile phone subscriptions or in terms of users – an estimated 3.5 billion people who own at least one phone. That is over half of the total population of the planet. So it’s little surprise that the mobile phone has been the most rapidly adopted technology in history. This near ubiquitous platform is what will (if not already) turn mobile into a Market Researchers device of the future. As Eric Schmidt, CEO of Google said, “Phones are so much more personal and satisfying. The phone is no longer just a phone, it’s your alter ego – it’s fundamental to everything you do.” (Starting from the bottom, this chart shows the number of passenger cars in the world, the number of computers, the number of land line telephones, the number of credit cards, the number of people with access to the internet, the number of TV’s and then finally the number of mobile phone subscribers)
- So, to sum up, let’s place some of the major digital channels into a simple channel planning framework. Capacity to connect (your ability to reach an audience via various digital channels) will vary enormously by country and target audience. Equally, impact per contact will vary enormously based on brand objectives and quality of creative. That said, this overall qualitative summary of our learning to date may provide a useful overview of the choices facing media planners. Digital’s main issue is the lack of one simple high capacity and high impact channel – the digital equivalent of TV. As a result, digital media planners need to work either with high impact channels such as video and mobile, and figure out ways to get these messages to larger audiences, or to ‘take-off’ virally. OR, they need to find ways to optimise higher reach options such as display – through use of great creative and smart targeting. Most likely, a strong digital campaign will use a combination of channels to reach and impact large numbers of the fragmented online population. Even when all digital campaign elements have been optimised, their true value will be enhanced much further if they are integrated strongly with other offline elements such as TV, press and posters.