Published on April 23, 2014
MOBILE NEW MEDIA BEHAVIOUR & OPPORTUNITIES 23th April 2014
It all began in 2007, June 29th
Mobile devices created new media behaviour
Publishers reinvent their mobile strategies to connect with the new digital behaviour of consumer’s dailylife. need: the need to be up-to -date with the news, at any time and any place. Source: Cim Internet page requests
2013, average time spent with digital media per day will surpass TV Viewing in the US Daily TV time will actually be down slightly while digital media consumption will be up 16%. The most significant growth area is on mobile
22.5% of Internet Traffic in the EU5 Is Driven by Non-PC Devices Mobile, 14.2 % Tablet, 7.5% PC, 77.5% Other, 0.8% EU5 Share of Page Hits* Across Devices Source: Comscore Mobile Advisor / EU5 Region (United Kingdom, Spain, Germany, Italy, France) /December 2013
Desktop audience is shifting to mobile devices Desktop queries - 7% Mobile queries + 83% Source: Google Belgium Quaterly Update - Car Dealers – Q4 2013
60% of all facebook users in Belgium are mobile users 21%of total mobile time spent Facebook and Instagram are Source: Facebook
89% of our time browsing the Internet on our mobile phones takes place in apps Source: Nielsen Q4, 2013, Monthly usage of app and mobile web
Consuming content is one of the most important activities on mobile devices • Content consumption evolution OPPA • 213,617 daily visitors • More than 165 mio impressions Source: OPPA
What’s new in the CIM 2013 - Print Media brand Digital format Paper format PDF Website APP
New Currency In print: audience analysis Currency 1 LDP audience of a title (paper version only) Currency 2 Cumulative net audience of the paper version as well as the PDF version and the audience of the application tablet and smartphone. Currency 3 Mediabrand audience whatever the medium
Digital versus dailies audience ? Currency 1 4.234,15(000) Reach 12+ Currency 2 4.425,28(000) Reach 12+ Currency 3 5.154,63(000) Reach 12+ +4,51% +16,48% Source : Cim 2012/2013-2 (Reach 12+) +21,7%
Focus on the titles Currency 2 versus Currency 1 Source : Cim 2012/2013-2 (Reach 12+) +9% +7% +14% +13% Source : Cim 2012/2013-2 (Reach 25-54,SG 1-4) +20% +13% +21% +21%
New packages: Print + Digital + Mobile PNU Touchpoints Tango
Advertise on m.site
Advertise in App
Advertise in App
Shazam: Empower consumers to engage beyond 30 seconds • Extends the 30” TV spot • Drives measurable Direct response (Downloads, coupons, signs up) • Campaign Real Time Measurement (Engagement, interaction and sharing) • Retargeting option
Drive to store & Tesdrive - Lancement BMW Mini Cooper Country Man
Drive to store & Coupon - Sephora
Video on Mobile Auto-Play Click-To-Video Pre-Roll
Targeting options In- App Advertising
MOBILE @ HAVAS MEDIA
Mobile @ all levels in the agency • No Silo’s: People from the Digital, Social, Performance & Print team are involved • Solutions for Mobile Analytics (Tracking) & Mobile development thanks to Mobext offices in UK, Poland, Emirates • Mobile is always part of display campaign. Budget from 5k to 50k • Mobile represents 5% + 25% Display plan + Social + Search = +/- 40%
How To Start with mobile? Step 1. Design a responsive website (mobile friendly) that works across devices and/or a native mobile app. Each option present advantages and drawbacks. Find the best match for your business • Think about your needs, goals of your business Step 2. Don’t forget the Analytics/Tracking solution Step 3. Be patient for the development of Mobile Formats. It’s still a long road for standardization!
Conclusions • Mobile is now • Desktop is declining in favor of mobile devices • Mobile changed our media consumption & media behabiour • Opportunities (creativity, coupons, ...) • Extension to other channels: TV, print, store • Engagement with the consumer DO NOT BE SCARED, MOBILE IS QUITE SIMILAR TO DISPLAY
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