Global Social TV document presented on 5 12-2013 by Havas Media Brussels

Havas Media
th of December 2013
5

Digital TV has become the norm
2012

2.625.173

2011 2.273.208

Evolution of # residential
subscribers of packs

89%

(Source: IBPT)

2010

1.851.944

89%
June 2005

2009

Pack offers rise (2007)
2008

1.291.579

813.728

2007
479.528

Sept 2005 –
Interactive TV launch

Avril 2006

Feb 2013

Coditel rebranded

July 2011

6%
3%
2006

2007

2008

2009

Audimetrie CIM, Janvier 2006-Novembre 2013, 4+, % penetration STB (Settopbox at least 1 TV)

2010

2011

2012

2013

TV consumption driven by technologies
311

min
292

292

281

255 min
244

min
230
221
211

207 min
1997

1998

1999

2000

2001

2002

Source : Audimetrie CIM, 15-54 y.o. Total screen usage

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

There is nothing stable in this world except
Belgian TV time view

4 h 05

3 h 21

2013

2010

2013

3 h 23

2010

4 h 02

Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Daily viewing Time (ATS), Daily Reach (10 min. cons.),
Live +6 - Guests,15-54y, All Day, Total TV

„Traditional‟ TV: More Time – (A very little less) Reach
Daily Reach %
85%
35+
2005

35+
2012

80%

75%

Women
2005

Women
2012

Men
2005
02:52:48

03:07:12

03:21:36

03:36:00

70%
03:50:24

SG 1-4
2005

04:04:48

04:19:12

65%

SG 1-4
2012

60%

55%

15-34
2005

50%
15-34
2012
45%

Source CIM Audimetrie 3/2005 vs 3/2013

Men
2012

04:33:36

04:48:00

05:02:24

05:16:48

Rise of the „other‟ TV screen usage
7%

2%
7%

5%

5%
11%

55%
66%
76%

65%

28%
22%

15%

8%
3%

sept-oct 2013

sept-oct 2010

3%
sept-oct 2010

17%
sept-oct 2013

Source : Audimetrie CIM, 2010(30/08-31/10), 2013 (26/08-03/11), Repartition others screen usages based on RAT 15-54 All Day

Rise of time shifted viewing

68%
64%

37%

37%

2009

2010

2011

Source : CIM Audimetre, All Day, Janvier 2009-03/11/2013, Monthly Reach TSV (= 4+ with STB at least 1 TV)

2012

2013

6 ads out of ten watched inside time shifted
viewed programs
7,0%

60%

4,3%

Total TSV National (weighted)
Ads watched in the TSV (weighted)

2010

2011

2012

Source : Audimetrie CIM, Jan 2010- Oct 2013, TSV Share,15-54y, All Day
Commercial Time Band (only break); North: VTM, 2Be, Vitaya, Vier, Vijf, Discovery, South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL

2013

Timeshifted viewing: a question of contents
215

Series

163

Movies

DocusoapReality serie

Game Quizz

Cartoon

152

144

133

Series are timeshifted
viewed

Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day
North: Een, Canvas, Ketnet, VTM, 2Be, Vitaya, Vier, Vijf

2x

more than

global average

Timeshifted viewing: a question of contents
385

Animated movies

Cartoon

226

Docusoap- Reality
serie

223

217

Movies

Series are timeshifted viewed
Series

180

almost

4x

more than global

average

Source : Audimetrie CIM, Sept-Oct 2013 (26/08-03/11), TSV Share,15-54y, All Day
South : La Une, La Deux, AB3, RTL-Tvi, Club RTL, Plug RTL

Fragmentation ? Which fragmentation ?
2.200.000

Total TV

Total screen usage

2.024.131
2.000.000

1.954.918

1.800.000

1.862.453

Total TV

1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000
200.000
0
1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; EEN; CANVAS; KETNET OP 12; SPORZA; VTM; EEN+;
KETNET+ / CANVAS+; VTMKZOOM; 2BE; Vier; Vijf; VITAYA; EXQI PLUS NL; DISCOVERY CHANNEL VL; NICK JR(NL); NICKELODEON(NL);
DISNEY CHANNEL VL; ACHT; NATIONAL GEOGRAPHIC;; Live+Guest

2011

2012

Fragmentation ? Which fragmentation ?
1.600.000

Total TV

Total screen usage

1.433.060

1.473.600

1.400.000

1.390.328Total TV

1.200.000

1.000.000

800.000

600.000

400.000

200.000

0
1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

Source: Audimetrie – 15-54 y.o. - Selected channel(s): Total Screen Usage; Total TV; LA UNE; LA DEUX; RTL-TVI; CLUB RTL; PLUG RTL; AB3;
; Live+Guest

2012

A smooth on-going change
RAT (%)
45%

40%

35%
97-2000
2001-2004

30%

2005-2008
2009-2012
25%

20%

15%

1

2

3

4

5

6

7

Shows ranking Top 10
Source: Audimetrie – 15-54 y.o. – Selected channels: Een, Canvas, Ketnet, VTM, 2BE, Vier, Vijf, Vitaya (live + guest)

8

9

10

A smooth on-going change
RAT (%)
35%

7/3/2010

30%

25%
97-2000
2001-2004
2005-2008
2009-2012

20%

15%

10%
1

2

3

4

5

Shows ranking Top 10
Source: Audimetrie – 15-54 y.o. – Selected channels:

6

7

8

9

10

Similar # guests in both regions but…

5%

Source : Audimetrie CIM, Septembre 2012 – Octobre 2013, Guests Share,15-54y, All Day

Guests ratings are a question of contents
119

4-14 y.o.

118

Sports

04-14y

111

Youth
contents

109

15-34y

Movies

105

Index = North

Guests ratings are a question of contents
117

4-14 y.o.

108

Sports

Youth
contents

15-34y

Movies

106

105

104

Index = South

04-14y

Guests ratings is a question of season
130

120

« Guests Share »

110

100

90
C
H
R
I
S
T
M
A
S

80

70

S
U
M
M
E
R

60
1/09/2012

1/10/2012

1/11/2012

1/12/2012

1/01/2013

1/02/2013

1/03/2013

1/04/2013


1/05/2013

1/06/2013

1/07/2013

1/08/2013

1/09/2013

1/10/2013

MULTI-SCREEN
THE NEW NORMAL
ACTIVITY

Belgium in the top „Tablet European League‟
40%
36%

35%
31%

30%

30%

30%

25%
21%

21%

20%

20%
16%

15%

2012
2013

15%
12%

11%

11%

12%

10%
7%

5%
0%
US

UK

France

Belgium

Germany

Finland

Japan

Other devices & format grow steadily
Youtube
8,0%

8h40/month

DVD, 5%
TSV; 5,0%

Emergence of „watching TV‟ on other
devices
95%

5h30/month
5h00/month

(PC, Tablet or Smartphones)

72%
Daily Reach
Total Reach
90h/month

Traditional TV
viewing, 82%

14%

7%
TV screen

Source: audimetrie – Comscore - GFK

Other Devices

Watching TV on other devices
A youngsters‟s habit
2%
2%

65+

8%

55-64

3%
14%

45-54

7%
Total Reach
14%

35-44

Daily Reach

7%
23%

25-34

10%
30%

18-24

14%
0%

5%

Source: audimetrie – Comscore - GFK

10%

15%

20%

25%

30%

35%

Laptop and Gaming Consoles:
Popular TV devices next to the traditional TV set
TV

97%
Connected
tablet

Laptop

52%

7%

Watch
TV
Gaming
console
connected to
TV

Smartphone

13%

19%
Tablet

15%

Source: MMS Study 2013 – Havas Media

Live TV on other screens less than 1% of the
Volume in 2012
100%

96%

95%

90%
80%

73%

72%

70%
60%
50%

Daily Reach 18+ (%)
Total Reach 18+ (%)

40%
30%
20%

16%

10%

14%

7%

6%

0%

North TV

North Other
screen

South TV

South Other
screen

Cette étude a été réalisée par GfK Audimetrie, en collaboration avec Significant GfK qui était responsable du terrain – une enquête en ligne de 10.665
répondants de 18 ans et plus, entre le 1 et le 10 octobre 2012.

The challenging “new normal”

2nd screen (TV) a strong link with digital brand content
Surf on websites
related to what
I’m watching

44%
Look or buy
things related to
what I’m
watching

Tweet about the TV
program or movie

9%

25%

Multi
screen
usage

Comment online
about ads, film or
program I’m
watching

Write on FB
about what I’m
watching

22%

18%

Consult Twitter

21%

Send emails / sms
related to what I’m
watching

22%

In a nutshell
TV remains an avoidable, dominant and massive media
Digital transformation has - so far - allowed:
-

TV contents‟s usage multiplication

-

More relevant and personalized contents

-

„Live‟ social interactivity

Let‟s share together 120 minutes to better understand
-

the Social TV phenomenon

-

Links between traditional TV and other screens
in order to optimize potential synergies

WHAT DID WE
EXPECT IN THE
NORTH?

A lot of rocket science deployed in 2012…

A repositioning for autumn 2012…
Bye bye
Welcome (back) Menuet, Skyline entertainment,
deMENSEN, Hotel Hungaria, De TV-makers, etc

Emotional
Respectful
Real
Refreshing (tone of voice)

Bold

Warm
Entertaining
Guiltfree

Emotional

Optimistic

Positive

Real
Contagious

Trendy

Finally: no huge impact
28%
27%
26%

EEN

26%
26%

25%

VTM
+15%

15%

13%

9%
VIER

17/9/2012
Sept-Oct 2011

27/08-16/09/2012

Source : Audimetrie CIM, 15-54y, 18:55-22:35, TTVshr%, Live

17/09-04/11/2012

Not a revolution in the North
• None of the scenarios were confirmed
• Light transfer from Eén and VTM to Vier
• Vier increased significantly
• In 2013, channels stray from their strategy and values
• VTM is slightly more provocative
• Vier expands its scope and mixes production houses 
better balance in the grid

The new TV-landscape in 2013 ?

24%
21%

14%

7%
6%
5%

4%
2%

EEN

VTM

Vier

2BE

CANVAS

Vijf

VITAYA

Source : Audimetrie CIM, 2012(27/08-04/11), 2013 (26/08-03/11), 15-54y, 12h00-26h00, TTVshr%, Live

Transfer

2%

DISCOVERY
CHANNEL VL

1%

KETNET OP
12

Success stories and…

106

103

VTM 119

267
Vs 2012 = 90

VTM 142

135

136

Source : Audimetrie CIM, 26/08-03/11/2013,15-54y,
Index based on comparaison between programs and 2012 season or same time band 2012

111

Less successful ones as well.

68

55
96

VTM

VTM

68

97

VTM

92


64

Red Devils boosting effect !

231

Source : Audimetrie CIM, 2013 (26/08-03/11), 15-54, Live +6, Index Match WC Qualif Red Devils Vs Typologie Foot

Stievie is coming
98% of the test panel were very enthusiastic
78% would miss Stievie
and
80% is willing to pay for the app.

Interactivity made easy:
Tweeting while watching your
favourite show

Convergence TV - Web

Programs close to the public – Life style-food

US blockbuster & series

Continuity
Strong communication about « Interactivity »

Always plenty of food programs

And a lot of US blockbuster & series

First results
• Stability in the South
• No major changes
• Consolidation of AB3 as the 3rd channel in the South TV
landscape
• „Challenger channels‟ are fighting (Plug TV, Club TV, La 2)
• Football competitions boosted ratings in the South

Own, local productions increase in the South
…but still so far from the North
South
100%

100%

100%

100%

100%

45%
25%

30%

20%
10%

1997-2000

2001-2004

2005-2008

Source : Audimetrie CIM, 01/01/1997-03/11/2013,15-54y,
Live – Guests, Production propre basé sur le Top 20 (min. 15’, hors duplication), without Sport

2009-2012

2013

North

The new TV-landscape in 2013 ?

22%

13%

7%
5%

4%

3%

1%

RTL-TVI

LA UNE

AB3

CLUB RTL

LA DEUX

PLUG RTL

Source : Audimetrie CIM, 2012(27/08-04/11), 2013 (26/08-03/11), 15-54y, 12h00-26h00, TTVshr%, Live

NAT GEO FR

0%
BE 1

Success stories and…

143

101
113
RDV GRAND PLACE

112
239
128
122


Less successful ones as well.
90

- 110
97

90

97

93


91

Red Devils boosting effect !

303

Source : Audimetrie CIM, 2013 (26/08-03/11), 15-54, Live +6, Index Match WC Qualif Red Devils Vs Typologie Foot

A complementary channel
Morning

AB3

08:00

09:00

Noon

Afternoon

Access

Prime

Late

Total TV

10:00

11:00

12:00

13:00

14:00

15:00

16:00

17:00

Source : Audimetrie CIM, 26/08/2013-03/11/2013,15-54y, Index Rat %

18:00

19:00

20:00

21:00

22:00

23:00

24:00

25:00

Fiction at the top

151

Vampire Diaries

Saturday Prime

121

Friday Prime

112

Monday Prime

111

Source : Audimetrie CIM, 26/08/2013-03/11/2013,15-54y, Index Vs Same Time Band Sept-Oct 2012

Interactivity

• The start of a new phenomenon
•

IP : Connect

•

RTBF : Systematic mention of hashtags and Facebook pages
High expectations regarding « The Voice » new season

• Waiting (impatiently) for the first results

Some first promising figures

• 160.000 app users

• 140.000 desktop users
• 610.000 interactions
+ 65.000 emails

Some first promising figures

•

31.000 apps downloaded

•

35.000 connections

•

11.000 connections to the vote part

•

2.300 recorded votes

Methodology
 Selection TV programs
 Duration : 1 september - 17 November 2013 (78 tracking days)
 Selection manual by experience of HAVAS MEDIA (cfr TV September grids) and TEVIZZ
 North : 258 broadcasts, 23 Programs, 6 channels (2BE, EEN, SPORZA, VIER, VIJF, VTM)
 South : 165 broadcasts, 20 Programs, 5 channels (CLUBRTL, LA DEUX, LA UNE,
PLUGRTL, RTLTVI)
 Partnership : HAVAS MEDIA and TEVIZZ
 Tracking method, search and filtering (via STORYZZ) :
 All relevant keywords, links and accounts related to the community and audience of
programs and specific broadcasts (ex. Hashtags, keywords, cast, guest star) : fully
automated by TEVIZZ
 Automated text-mining technologies to curate and expand search (+10-20%)
 Example :
 spelling mistakes : “Kooompany”
 language variation : “diables” = “devils”=“duivels”
 relationship between key words: “goal” + “RTL”

Methodology
TELEVISION AUDIENCE
CIM TV Audimétrie GFK, 15-54 year, Live+Guest, rating (000-%), reach (20% non cum.)
Difference between PROGRAM (total broadcast) and BROADCAST (Diffusion of a program)
SOCIAL AUDIENCE
 AUDIENCE SOCIAL : Number of Twitter and Facebook messages related to a program (20
minutes before, during, 20 minutes after)
 MESSAGES : “Noise” for Twitter (tweets and retweets) and Facebook (post on the official fan
page of the program and comment on post)
 UNIQUE USER : Number of active users accounts during the TV program monitoring
 COMMUNITY : Number of likes/fan (Facebook) and followers (Twitter) of the related program
official account
 SENTIMENT : Estimated percentage on the basis of opinion (positive-neutral-negative)
expressed in tweets about the TV program
 DEMO-GENDER : Estimated % from automated datamining based on account names when
available on Twitter messages
 TAG CLOUD : Visualization (centrality and size of words) of the frequency of most quoted
words about the program

Sport and candidate shows are the most social
#messages

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

6.498
5.997
4.248
2.441
1.833
1.604
1.449
996
554
479

World Cup Qualifier, Kroatië – Belgie - 11/10
UEFA Champions League, Anderlecht vs Paris SG - 23/10
So you think you can dance - 13/10
Wielrennen, WK Wielrennen Firenze - 29/09
De slimste mens ter wereld - 31/10
Belgium’s Got Talent - 11/10
De zevende dag - 13/10
De grote sprong - 04/10
Het lichaam van coppens - 12/09
Cofidis cup, Oudenaarde vs Club Brugge - 25/09

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

5.751
5.553
4.307
3.717
2.542
2.140
2.110
780
741
707

Qualification Coupe Du Monde, Croatie vs Belgique - 11/10
UEFA Champions League, Benfica vs Anderlecht - 17/09
C'est du belge: Rendez-vous Grand-Place - 27/09
Belgium's got talent - 22/09
Soirée CAP 48 - 13/10
UEFA Europa League, Standard vs Esbjerg FB - 19/09
Cyclisme, Championnats du monde sur route - 29/09
La nouvelle star - 31/10
Le meilleur pâtissier - 28/10
L'amour est dans le pré - 05/11

Source : Top 10, broadcast with no duplication, North & South based on number of messages

Social Media noise, an highly concentrated metric
North

6%

Source : Pareto’s curve model

Of tracked programs

50%

80%

Of tracked messages

6%

South

22%

14%

Of tracked programs

mentions = noise

Red Devils : a strong common value
Messages : The most noisy categories

6 498
Kroatië – België
11/10

2 625

2 078
Sport

Sport

4 248
SYTYCD
13/10

966

4 307
RDV Grand Place
27/09

1 443
Variety

Candidate Show

1 449
De Zevende Dag
13/10

902

5 751
Croatie – Belgique
11/10

Political

Source : North&South, Messages Facebook&Twitter

3 717
Belgium‟s got talent
03/11

1 362
Candidate Show

Men tend to be more active & engaged viewers
except for the candidate shows
TV
Benchmark

Social
Social & TV data

Sport

Political

Source : National, Twitter, gender, >100 messages and >50 unique users

Magazine

Candidate Show

Variety

Women in the South are less social than their Flemish
counterparts, men show the same behavior North&South

71%

29%

49%

49% Social

51%

Index 84 vs TV

Index 119 vs TV
Candidate Show

58%

42%

38%
38% Social

62%

Index 69 vs TV

Index 103 vs TV
Variety

17%

83%

18% Social
82%

82%

Index 164 vs TV

Index 168 vs TV
Political

17% Social
83%
Index 130 vs TV
Sport
Source : North&South, Top feminine & top masculine, by category, Twitter

83%

18% Social
82%
Index 125 vs TV

82%

Sentiment is linked to the topics more than the
programs and vary week on week

53%

11/09

La maternité trop vue
comme un hôtel ?

20%

23/10

Caméras intelligentes, une
bénédiction ou une malédiction?

45%

17/10

Pourquoi malade dans
les transports

17%

16/10

Animaux qui baignent dans le
luxe et vivent comme des humains

44%

13/10

Opération de solidarité
de la RTBF

14%

18/09

Alimentation et
faux sucres

Source : Top North&South positive&negative sentiment on Twitter, Selection broadcast = >100 messages and >50 unique users

40%

15/09

Best of international
avant le lancement de la saison 2

13%

10/11

Affaire Wesphael : l'immunité
parlementaire en question

North is more Social TV friendly… wrong !

Selection Sports
Because Exact same broadcast North & South












Croatie vs Belgique
Belgique vs Pays de Galles
Belgique vs Colombie
Anderlecht vs Olympiakos
Anderlecht vs Paris SG
Paris SG vs Anderlecht
IF Elfsborg vs Standard
Genk vs FC Thoune
Genk vs Rapid Vienne
Rapid Vienne vs Genk
Championnats du monde de cyclisme sur route

Total Messages

56%

VS

44%

Belgian population
Smoothing Index calculation basis

61%

VS

39%

Index
Messages/Population

92
Source : North&South, Category Sports, Messages Facebook&Twitter

VS

113

South is slightly more familiar with Social TV
Selection Candidate Show
Because of high similarities on North & South

Total Messages

Index
Messages/Population

33%

VS

67%

54

VS 173

94%

VS

6%

154 VS 15

79%

VS

21%

129

VS 55

57%

VS

43%

94

VS 110

Selection Political
Because of high similarities on North & South

TOTAL SELECTION
Sports, Belgium’s got talent, Politicals

Source : North&South, Category Candidate Show and Political, Messages Facebook&Twitter

For each show a specific community profile
Twitter

#fans ; #followers

OLD

Source : Example North&South on different broadcast, Community Facebook&Twitter

NEW

Facebook

Intermediate

Evolution of the community is dependent on the
maturity of the program
OLD

Twitter

NEW

Facebook

Intermediate

+15%
#fans ; #followers

+7%

+12%

+92%
+15%
+26%

+25%
+12%

+45%

+13%
+24%

Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter

+26%

Vast majority of messages are generated on Twitter
OLD

Twitter

NEW

Facebook

Intermediate

+15%
#fans ; #followers

+7%

+12%

+92%
+15%
+26%

+25%
+12%

+45%

+13%
+24%

Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter

+26%

Social & TV : The perfect MATCH

Tweets/minutes

Tweets/minutes

Region

Advertising

Program
(adv excluded)

Pg vs Adv

North

17

26

+52%

South

16

27

+73%

Source : North&South, Broadcast, difference between tweetw messages/minutes during program vs during advertising

During ads, second screen becomes first one

-38%

Programs that generate “buzz” suffer less from zapping

Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club
RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min
Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ

-58%

The Havas Social TV indicator
SRP : Social Rating Point

TV Reach

Social
Audience

Total Messages

=

X 100
Reach TV (20%)

Average: national 0,18
north
0,13
south 0,27
How to read SRP ?
2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user
2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user

Source : National, Reach 000 (20% non cum.), 15-54 year

Croatia - Belgium

TV Reach 20% - 842 640

TV Reach 20% - 632 609

Total messages – 6 498

Total messages – 5 751

SRP = 0,77 (av. 0,13)
Source : SRP on Sport, North&South, 15-54 year

SRP = 0,91 (av. 0,27)

Top SRP – North
Program

SRP

UEFA Champions League - Anderlecht vs PSG (23/10)

1,35

So you think you can dance (13/10)

1,03

WK Wielrennen Firenze (29/09)

0,84

De zevende dag (13/10)

0,78

World Cup Qualifier - Kroatië vs Belgie (11/10)

0,77

Astrid in wonderland (20/09)

0,35

De slimste mens ter wereld (31/10)

0,29

Belgium's Got Talent VTM (11/10)

0,25

Cofidis cup - Oudenaarde vs Club Brugge (25/09)

0,21

Singl3s (11/09)

0,21

Source : Top 10 North by broadcast, ranking on SRP

Top SRP – South
Program

SRP

UEFA Champions League - Benfica vs Anderlecht (17/09)

2,32

Championnats du monde de cyclisme sur route (29/09)

2,19

Rendez-vous Grand-Place (27/09)

2,09

Soirée CAP 48 (13/10)

1,36

Belgium's got talent (22/09)

1,10

UEFA Europa League - Standard vs Esbjerg FB (19/09)

1,02

La nouvelle star (31/10)

0,95

Qualification Coupe Du Monde - Croatie vs Belgique (11/10)

0,91

Mise au point (03/11)

0,56

Un gars, un chef (18/09)

0,40

Source : Top 10 South by broadcast, ranking on SRP

Mapping SRP – North (no sports)

Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

Mapping SRP – North Zoomed (no sports)

Source : TV audience index North av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

Mapping SRP – South (No Sports)

Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

Mapping SRP – Zoom South (No Sports)

Source : TV audience index South av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

Mapping National - Sports

Belgian’s team games generate better audiences both on Social Media & on TV
but audiences are averagely more qualified and committed for less main stream
games (cfr Cyclism & Anderlecth).

Source : TV audience index National Sports 15-54 (duplication) ; index Social audience 13+ based on #messages tracked

Mapping National - Categories
Sport & Candidate show are unsurprisingly over-performing in terms of audiences.
Political show are broadcasted during the day but :
Combined Audience Indicator (CAI) is as strong as for candidate shows
& Social Frequency Indicator is the strongest (2,73 mentions/unique user)

Source : TV audience index National av. Program (no sports) 15-54 ; index Social audience 13+ based on #messages tracked

Conclusion
Communities
Facebook + Twitter

Viral Impressions
Social Audience’s friends
Total Messages
Facebook & Twitter

Social
Active
Users

Example
Communities
Facebook + Twitter

13/10
125 207

?

4 248
2 933

Viral Impressions
Total Messages
Facebook & Twitter

Social
Active
Users

How to improve ?

Communities
Facebook + Twitter

Communities
Viral Impressions
Facebook + Twitter

Total Messages
Facebook & Twitter
Viral Impressions

Total Messages
Facebook & Twitter

Social
Active Users
Social
Active
Users

NATIVE ADVERTISING
Beyond the buzzword

NATIVE ADVERTISING:
CONVERGED MEDIA

What is native advertising?
• Native advertising is a type of converged media that combines paid and
owned content into commercial messaging that is fully integrated into, and
often unique to, a special delivery platform
• It's sponsored content, which is relevant to the consumer experience,
which is not interruptive, and which looks and feels similar to its editorial
environment

• A form of media that’s built into the actual visual design and where the ads
are part of the content

Like, as the advertorial found in print
magazine? Yep. But...

Promoted posts, promoted tweets look just like every other post or tweet or ...
on my timeline, however it’s a paid for piece of advertising that emulates the
Facebook, Twitter experience

Facebook's sponsored posts

Twitter's promoted hashtags and tweets

Sponsored article on a media outlet

The intention is to make the advert feel less intrusive and thus increase the
chance that a user will interact with it. There is strong evidence that
integrating contextually relevant advertising and content for consumers, rather
than interrupting them, generates a significantly better response.

Closed and open native advertising
Closed

Open

This refers to brands creating
content or profiles within an
existing platform – Twitter,
Facebook, Youtube, Pinterest –
and then promoting its own content
using the same look and feel of the
respective platform.

Here content is created by a brand
outside of any existing framework.
That content is then distributed via
a third-party across multiple
platforms. This third-party adapts
the content to

the various styles and formats of
whatever platform it has been
published on.

Closed certainly offers more advantages in terms of tailoring the
adverts and ensuring relevancy and personalisation

Native advertising presents opportunities for
the entire ecosystem

SOCIAL MEDIA:
A KEY PART OF
NATIVE ADVERTISING

On social media, most ads are seamlessly
integrated into a user's feed
In-stream social native ads look, feel, and function seamlessly across mobile
and PC, which is precisely what brands want, as they seek to build crossdevice campaigns
Facebook ads in the newsfeed achieve 37-times higher click-through rates
and a 47% lower cost-per-click than traditional placements in the right-rail
sidebar (source: Havas Media Brussels)

80%

20%

100%

Overall BE Market News Feed Investment
2012 – H1 2013

32% of Total Investments are MOBILE FEED

LinkedIn jumped on the bandwagon…
…and launched Promoted Updates in July of this year.

Twitter Ads now available in Belgium
Twitter started the native-social ad trend with Promoted Tweets in early 2010.
The social network is now among the most influential voices in arguing that
TV and digital ad spend can work hand-in-hand. But the availability of the
advertising platform in Belgium is very recent.

But also: Content Integrations

Twitter: Promoted Tweets and Accounts

Foursquare: Sponsored Listings & Promoted
Updates

TV, SOCIAL MEDIA &
TV APP: NEW
OPPORTUNITIES FOR
SHARED MEDIA

What‟s Social TV?
Social television refers to technology that supports communication and
social interaction via a second screen, in either the context of watching
television, or related to TV content.

While the TV show is broadcasted,
the channel will encourage people to
comment with the show on
different social platforms through
a dedicated #.

#jo2012

People talking via Twitter
thought a dedicated # will help
inscrease the visibility of the TV
show on the Social Media
platforms.

#
#

#
#

The generated conversation
starts generally on Twitter or
thought a dedicated app that is
connected to Twitter.

What are the advantages of Social TV?
• Benefit from direct TV content to kick back and surf on the community’s
interactions. The debate has been initiated on TV and continues on Twitter
• Reach simultaneously a high number of people and redirect them on
social networks to drive traffic
• Create additional content from the TV show

• Implement advertising formats synchronized with broadcasted TV shows

Advertising formats on Twitter
Promoted
account
Format: Recruit new followers
Builds an active community of
advocates and influencers based on
their interests. The promoted account
will appear in the « Who to follow »
section of Twitter or during a search.

Promoted
tweet
Format: engagement
Targets timelines to
amplify your reach and
engagement to the right
users when they are
connected on Twitter.

Pay only for
engagement: clics,
retweet, follow, reply,
bookmarked.

Promoted
trend
Format: Reach visibility / Branding
It’s a 24 hours exclusivity that enable your # to be amongs the most trendy. Trends are popular
topics happenning right now on Twitter. Because these Trends are placed prominetly next to a
user’s timeline, they get mass exposure. The main objectif is get maximum reach of the op.

12/6/2013 :: 121

Auchan Case – Optimising TV show sponsorship with native
advertising
•

Objective : Top Chef’ sponsorship optimisation during one month
•

•

Increase of visibility, reach & engagement via products, Auchan content in the broadcasts and
contest.

Means
•
•

4 sponsored trend during 1 month (each day of broadcast  #TopChef = 1st in Twitter trend
Sponsored tweets (at each show’s highlights, a sponsored tweet about cooked product was live)

Auchan Case – How to buy native advertising? (mid February- mid March)

CPM

CPC

Promoted
Account
Specific targeting
Whole campaign

Promoted
Tweets
Whole campaign

Premium Placement

No Premium Placement

2 PPA in February

Whole campaign

1 day duration for
each PPA

4 Sponsored
Trends
#TopChef
1 ST duration : 1 day

Online during 18/02 and 25/02, broadcast days of Top Chef

Online during 18/02 - 25/02 - 04/03 and 11/03, broadcast days of Top Chef

Auchan Case – Types of promoted tweets

Trend rate 28,3%

These are promoted tweets from the last #TopChef
trend (11/03)

Auchan Case – Twitter results
Promoted accounts
Cost/Follower : 1,08 € (vs. 1,5 € benchmark Twitter)

Promoted tweets  Linked to Top Chef program
600 000 impressions
Engagement rate : 7,18% (more than 47 000 engagements)
Cost per engagement : 0,17€ !

4 Sponsored trends #TopChef  Online during Lives!
45 000 000 impressions
120 000 impressions of associated tweets
Average of 29 750 tweets with #TopChef registered for each trend
Average engagement rate per trend : 4,50%

CASE, WE ARE TENNIS:
WHEN A FINANCIAL
BRAND BEATS
TRADITIONAL MEDIA
ON SPORT NEWS

We Are Tennis: relevant owned content
Content excellence:
BNP Paribas Fortis
successfully claimed
the tennis territory on
social media in Belgium

We Are Tennis: high publishing frequency
and live coverage

Trusting the top 3 most engaged brand
community all year long

We Are Tennis: results
Owned

onthly Reach
.450.963

OTS
9

Total Impressions Av. Monthly Reach
23.290.320
66.071

Earned
OTS
40

Paid
145.151.936
1.450.963

Global

ed

nthly Reach
66.071

Owned
OTS
9

Earned
OTS
40

9.008.204
238.656

Total Impressions Av. Month
9.008.204
238.

OTS
3

Total Impressions Av. Month
23.290.320
66.0

Native advertising on Xbox

HD advertising on the biggest screen of the house
Average CTR from 1 to 8%
Campaign from 5K€

Audiovisual Engagement Maximization

CLASSICAL TV

1. Cross-over between TV
(classical and non-spot), online
video, Second Screen and
social TV

1 APPROACH

“OUT OF
THE BOXTV”

Engage the target at the right time
via the right device with a
dedicated content !

ONLINE
VIDEO

2. Focus on Multi Criteria
Performances

3. Complementarity

Havas Media Multi-Screen Planning
Additional
Enhanced Content
Interactivity
Engage & Share

Social TV

Additional Coverage
Contextual Targeting
RTB/Data/Behavioral
Traffic Building

Second Screen

Online Video

Linear TV

Effective Reach
Cost Effective
Additional Coverage
Point

Engagement Based
Planning
Community
Identification
Native
Advertising/RTB/Data
Traffic Building

Havas Media Multi-Screen Planning
Additional
Enhanced Content
Interactivity
Engage & Share

4 – Q1 2014

Social TV

Additional Coverage
Contextual Targeting
RTB/Data/Behavioral
Traffic Building

Second Screen

Online Video

Linear TV

Effective Reach
Cost Effective
Additional Coverage
Point

Engagement Based
Planning
Community
Identification
Native
Advertising/RTB/Data
Traffic Building

Havas Media Credo
Digitalization is a fact… no Media dies…
The majority are empowered by the digital opportunities.
Consumption of content is growing on all platforms.

Consequently, we have to …
1. Refuse Mass Media as “Dead-End” communication point
2. … but transform it in “Fire-Starter” of interactive and personal
communication
3. Interactive and personal communication which will be based on
long term based scenarios (storytelling) and broadcast in real time
4. Real time marketing is a synonym of better (not of more or cheaper)
due to the added-value of data

5. Handle Big and Transform it in Smart (usable on short, middle, long
term)

THANK YOU
facebook.com/HavasMediaBelgium
fr.slideshare.net/havasmediabe

Global Social TV document presented on 5 12-2013 by Havas Media Brussels

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Global Social TV document presented on 5 12-2013 by Havas Media Brussels