En 2011, Havas Media mettait sur pied la première étude couvrant la performance globale des anaux Paid/Owned/Earned. 3000 consommateurs avaient dévoilé leurs perceptions de plus de 100 marques. La seconde vague de cette étude - élargie aux marques médias - a eu lieu en février 2012. Un accent tout particulier sera mis sur le marketing direct.

1. V.2

4. Owned: Everything is Media !

5. $420 M
Among top 100
P
$200 on TV
$33 million outdoor
$5,000 in gross sales-per-square-foot
O best all other U.S. chains
iTunes 200 M accounts
E 1,6 M fans only

6. st
THE MEASUREMENT of
GLOBAL MEDIA PERFORMANCE
Public PERCEPTION of EXPOSURE TO BRANDS
P O E
PAID MEDIA OWNED MEDIA EARNED MEDIA
LAUNCH OF THE EVOLUTION 2012
RESEARCH IN 2011 • 114 brands / 10 sectors
• Field in 2 waves • Analysis of different sectors
• 100 brands / 10 sectors

7. POE
« You are exposed to this brand through the following » :
P O E
Advertising in media (TV, Web Site, facebook page of the Opinions of friends and family,
Internet, Radio, outdoor, print) brand word of mouth
(e-)mailings Point of sale Opinions of surfers
Promotional gifts, trade fairs Catalogue or magazine (blogs, forums, community networks,
etc ...)
Sponsored events of the brand
Press coverage

8. HAVAS MEDIA
Methodology 2012
3 111
INTERVIEWS 15+
Online field
conducted by
ANT Research
in February

9. PAID MEDIA
STILL WIN THE RACE
In 2012, PAID MEDIA remain
the most powerful with 59%
of the total,
P
before EARNED MEDIA
with 22% O
E
OWNED MEDIA score
at 19%
2012 59% 19% 22%
2011 58% 17% 25%
2011 average of 100 brands
2012 average of 114 brands

10. POWERFUL OWNED CHANNELS
of the MEDIA BRANDS
P
O
E
59% 19% 22% P
2012 without media brands O
E
2012 53% 24% 23%
2011 58% 17% 25%
2011 average of 100 brands
2012 average of 114 brands

11. P PAID MEDIA
2012
18% DM
82% of PAID MEDIA’S impact comes
from ADVERTISING
While 18% comes from DIRECT
MARKETING
82% (advertising)

12. O OWNED MEDIA
2012
45% of OWNED MEDIA’S impact comes from
the INTERNET SITES of the various brands
45% (site)
While 55% comes from the POINT OF SALES 55% (POS)

13. E EARNED MEDIA
2012
49% OF EARNED MEDIA’S IMPACT comes from
OPINIONS
51% FROM ARTICLES ET PRESS COVERAGE in the
various media 49% (WOM)
51% (PR)

14. MEDIA PERFORMANCE
6 7 8 9 10
Ranking based on perceived exposure score

15. MARQUES EXPOSITION PAID OWNED EARNED
Google 39% 33% 28%
Microsoft 42% 32% 26%
Facebook 41% 28% 31%
Nokia 49% 29% 22%
Danone 75% 5% 21%
Côte d’Or 72% 7% 22%
Nivea 71% 7% 22%
Colgate 74% 5% 20%
Belgacom 52% 27% 21%
La Poste/BPost 49% 30% 21%
Ranking based on perceived exposure score

16. POE SECTORS
PAID OWNED EARNED
Snacks 74% 5% 21%
Food 73% 5% 22%
Hygiene & Beauty 73% 6% 22%
Media NL 31% 44% 25%
Media FR 31% 44% 26%
Technology 44% 31% 25%
Public Brands 48% 30% 23%
Telecom 52% 27% 21%
Banking & Insurance 56% 24% 20%
Automotive 59% 18% 23%

17. PAID SECTEURS : P
(vs top 5 MDB 2011: Culture/Tourism/Leisure/Sports, Retail,
Food, Services, Transport, Hygiene-Beauty , Telecom)
Hygiene
Snacks Food Beauty

18. P
PAID MARQUES :
MARQUES EXPOSURE
Belgacom
Côte d’Or
Danone
Proximus
Knorr
Nutella
Devos Lemmens
Becel
Google
BNPParibasFortis
(Base : volume Paid)

19. OWNED SECTORS : O
Media Technology Public Brands

20. O
OWNED BRANDS :
MARQUES EXPOSURE
VRT
VTM
RTL
RTBF
Belgacom
Google
VT4
Proximus
Nieuwsblad
Microsoft
(Base : volume Owned)

21. O
OWNED BRANDS :
Excl. Media Brands
MARQUES EXPOSURE
Belgacom
Google
Proximus
Microsoft
Facebook
La Post/BPost
Lotto
BNP Paribas Fortis
Euromillion
Mobistar
(Base : volume Owned)

22. EARNED SECTORS : E
Media Technology Auto

23. E
EARNED BRANDS :
MARQUES EXPOSURE
Google
Belgacom
VRT
VTM
Facebook
RTBF
RTL
Microsoft
Proximus
VT4
(Base : volume Earned)

24. E
EARNED BRANDS :
Excl. Media Brands
MARQUES EXPOSURE
Google
Belgacom
Facebook
Microsoft
Proximus
Côte d’Or
La Poste/BePost
Danone
Telenet
Lotto
(Base : volume Earned)

25. P O E

26. Sectors: Exposure through DM
P O E
MARQUES EXPOSURE PAID OWNED EARNED
59% 19% 22%
Telecom 52% 27% 21%
Technologie 44% 31% 25%
Helath & Beauty 73% 6% 22%
Automotive 59% 18% 23%
Food 73% 5% 22%
Snacks 74% 5% 21%
Media NL 31% 44% 25%
Public Brands 48% 30% 23%
Media FR 31% 43% 26%
Banking 56% 24% 20%
(Base : volume DM only)

27. Top 10 exposed Brands through DM
P O E
MARQUES EXPOSURE PAID OWNED EARNED
59% 19% 22%
Belgacom 52% 27% 21%
La Poste/Bpost 49% 30% 21%
Proximus 51% 29% 20%
Côte d'Or 72% 7% 22%
Danone 75% 5% 21%
Telenet 53% 26% 22%
Google 39% 33% 28%
BNP Paribas Fortis 53% 28% 19%
Microsoft 42% 32% 26%
VRT 31% 42% 27%
(Base : volume DM only)

28. DM – Exposure & Age P
Average
Auto
Bank
Technologie
HB 15/34 y.o.
Telecom
+35 y.o.
Food
Media FR
Marques Publiques
Media NL
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

29. TOP 10 Brands of DM exposure
Perception DM vs Investments
Belgacom
Proximus
Côte d'Or
Danone
Perception DM
Google Telenet BNP Paribas
Microsoft Fortis
VRT
Banque de la
Poste/Bpost
Estimated Net Investment
Based on volume of DM & est. Net investments 2011

30. TOP 10 Brands of DM investment
Perception DM vs Investments
Belgacom
Telenet
Perception DM
Mobistar BNP Paribas
Fortis
BMW
ING
Dexia
Renault
CBC/KBC
Citibank
Estimated Net Investment
Based on volume of DM & est. Net investments 2011

31. AUTOMOTIVE
DM vs Investments
Peugeot Volkswagen BMW
Opel Renault
Citroen
Ford
Audi
Perception DM
Toyota
Kia
Hyundai
Estimated Net Investment
Based on volume of DM & est. Net investments 2011

32. Le bon élève POE

33. O
Le 1er media : les points de vente

34. O
Création de Owned innovant

35. O
…qui s’attache à rendre la vie plus facile...

36. O
Et tout l’attirail digital

37. P
Un Paid qui crée lui aussi l’évènement

38. P
…de manière quasi systématique…

39. E
Des fans qui ne se contentent pas d’une
page Facebook

40. E
Mais IKEA c’est aussi ça...
Une cinquantaine de
FanPage concernant
les petits crayons

41. E
...et ça...
Une trentaine de
FanPage concernant
les boulettes de
viande

42. E
...ou encore ça
Une trentaine de
FanPage concernant
les hot-dog

43. P O E
IKEA : leader Earned de la distribution
MARQUES EXPOSITION PAID OWNED EARNED
55% 40% 5%
Carrefour 57% 40% 3%
Leclerc 61% 37% 2%
Auchan 63% 31% 6%
Intermarché 64% 33% 4%
Decathlon 47% 46% 6%
Leroy Merlin 57% 37% 5%
Darty 55% 40% 5%
Ikea 42% 46% 12%
FNAC 32% 65% 4%
La Redoute 53% 43% 4%
But 66% 30% 4%
Les 3 Suisses 54% 41% 5%
Monoprix 43% 47% 10%
Galeries Lafayette 49% 41% 10%

44. Brand 2012
19% 59% 22%
Owned Media Paid Media Earned Media
Brand Engagement Brand Attention Brand Affinity
Platform Impact Conversations
What the Brand Does What the Brand Says What is being said about the Brand
COHERENCE
Brand 2015
? ? ?

45. Alive & Integrated
P.O.E. Day
 Objective: Build a POE strategy 2012-2015
 Allowing to:
 Deploy the brief in 3D
 Explore all assets of the brand
 Work together to build a POE strategy shared by all
 By optimizing Paid and activating Owned, and gain advantage of Earned
P.O.E. Manager
 Works as a team with Head of Strategy + Client Service Director
 Agencies – Client – Channel Partners
P O E

46. MORE POE
P O E
Havas Media Fanpage
Facebook.com/havasmediabelgium
Blog Hugues Rey
I am a bridge - www.rey.be
Le blog du POE en France :
http://www.mediaplanetgossip.com