MOVING FROM SERVING ADS TO SERVING PEOPLE. WHY DATA & CONTENT MUST BE AT THE HEART OF YOUR STRATEGY @paul_framp

BEING MEANINGFUL IS INCREASINGLY CRITICAL

74% Most people

would not care if 74% of brands

disappeared

28% Less than 28%

of brands notably

improve our quality of life

SEVEN OUT OF TOP TEN MEANINGFUL BRANDS OVER-INDEX ON MAKING PEOPLE’S LIVES EASIER

+300k citizens

34 markets

12 industries

+1,000 brands

WORLDWIDE STUDY

Ongoing + 7 years

2015

IT’S A LESSON FOR ALL TYPES OF BRANDS

Key Findings: HAVAS Meaningful Brands STUDY 2015

SIZE DOESN’T = MEANINGFIUL

TECHNOLOGY BRANDS ACCOUNT FOR NEARLY

ONE THIRD OF THE TOP 50 GLOBAL

MEANINGFUL BRANDS

22% OF THE TOP 50 MEANINGFUL

BRANDS ARE FMCG

PEOPLE WANT TO LIVE BETTER AND MORE SIMPLE LIVES...   Marketing as a service/utility

  Is customer experience becoming

more important than legacy brand equity?

  Gartner predicts that by 2018 50% of organisations will implement significant business model change to improve customer experience

Most meaningful UK brand as not easily substitutable and provides a better service and experience (despite tax avoidance & Panorama)

22% cite “lack of resources”

BRANDS STRUGGLING WITH THIS TRANSITION

19% “not clearly

defined strategy”

13% “technology limitations”

10% “lack of single

customer view”

65% “internal fragmentation between departments”

74% “not prepared for

current impact of data on decision making &

performance”

TOUCHPOINTS ARE RE-DEFINING THE CUSTOMER EXPERIENCE

Touch points

are

Diversifying &

Increasing

Media channels are increasingly fragmented (OESP)

Measurements

frameworks

are broken

OUR OWN TRACKEDTOUCHPOINTS

IN MEANINGFUL BRANDS HAVE INCREASED FROM

34 TO 42 IN 2015

OWNED The power is in your hands

SHARED You can’t win alone

EARNED The audience is the media

Amplify and attract PAID

AS AN INDUSTRY WE ARE MOVING FROM STANDARD SEGMENTATION TO AUDIENCE RICH DATA POOLS

AUDIENCE SIZE: 2.5BN

STAN

DA

RD

SEG

MEN

TATION

DATA & CONTENT TOGETHER IS THE ANSWER

Content is the brand experience that brings this

meaningful interaction to life

Data is the platform for understanding how & where

companies become meaningful

The Creative

Era

The Technology

Era

The Media

Era

60s / 70s / 80s 90s / 00s 2015 & beyond

It’s actually now cheaper than ever to do good work.

Steve Hatch, Facebook

“ ”

BUT WE NEED TO BUILD MORE BRIDGES, NOT ISLANDS

CONTENT

MESSAGE

CREATIVE

DATA

MEDIUM

MEDIA

Social

Programmatic

SOCIAL 2.0: ACTIONABLE DATA DRIVEN INSIGHTS

SINGLE POINT OF DATA MANAGEMENT AND ACTIVATION KEY PIONEERING A META DSP INTEGRATING DATA & CONTENT

WITH SMART TOOLS DATA ANALYTICS & ALGORTHMIC EXPERTISE

Meta DSP

Impact

Social Context

X-Device

Reach Native

SMART DATA WILL MAKE CONTENT DISTRIBUTION FLUID & MEANINGFUL

DATA + CONTENT = BETTER STORYTELLING = IMPROVED ROI

5X MORE ENGAGEMENTS

100,000 PERSONALISED

VIDEOS

15% REDUCTION IN CPA via

1st Party DATA

THE BIG OPPORTUNITY IS CONNECTING THE PHYSICAL & DIGITAL WORLDS

DATA & TECHNOLOGY

Physical (From Informed Placements to Experiences)

Digital (Content &

Programmatic)

The question must be “WHERE DO I COLLECT ACTIONABLE DATA?”

in everything you do

THE FUTURE; BIG SCREEN & SMALL SCREEN EXPERIENCES IN HARMONY

Progressive Screens Augmented Reality

OPEN PLATFORMS OR CLOSED PLATFORMS?

WHO OWNS THE FUTURE ?

Manufacturing Access

Legacy brands have never been more under threat...but equally many of these platforms are

turning to traditional brand building EXPERIENCES…

Aggregators

IT ALL COMES BACK TO PEOPLE AND THEIR EXPERIENCES.. DATA, CONTENT & TECH ENABLERS BUT SHOULD BE IN THE BACKGROUND

Content & Data connect old & new – pathway

to omni-channel, omni-

present..

Data needs to be centralised and actionable cross-channel (not siloed in

stacks)

Owning distribution is a

critical battle ground for

brands

Programmatic platforms will

become content driven & Social

data driven

MEDIA AGENCIES ARE TODAY IN THE BUSINESS OF EXPERIENCE DESIGN

IS THE WORK YOU ARE DOING IN SERVICE OF CUSTOMERS OR IN PURSUIT OF AN AWARD ?

THANK YOU #havastogether