Visual AdTech Marketing

Années 1980-1990 Années 1990-2000 Années 2000-2010 Années 2010-20++

Intro. L’évolution du contenu publicitaire

InternetTV Réseaux sociauxProgrammatique

retargeting, native

• Les supports changent• Les formats évoluent• Les outils de publication

s’améliorent

Intro. Le paradoxe

Et pourtant :

x40 des couts d’acquisition en 5 ans

Intro. Investissement / visibilité

Essoufflement du message publicitaireinvestissement croissant dans

la publicité en ligne mais une chute des taux d'efficacité

1,16 milliards de dollars investis en France pour des publicités non vues262,5 milliards de dollars investis dans le monde pour des publicités non vues

Source : Meetrics

Investissement publicitaire ($M) Taux de visibilité

Intro. Situation

Quelle photo vous donne le plus envie d’acheter….

Contenu de marque

Contenu de consommateur

/influenceur

Une Rolex

Une paire de Nike

ABONDANT - IMMEDIAT - AUTHENTIQUE

Intro. Opportunité

3 milliards de photos partagées chaque jour sur les réseaux sociaux en 2016 !

Explosion des Contenus Visuels Utilisateurs (“UGC”)

sur les réseaux sociaux, et en particulier sur Instagram

-. L’offre Headoo

1. Photothèque UGC for websites2. Link in bio ‘Shoppable Instagram’3. Instagram Micro-Influencers4. About Headoo

Photothèque UGC for websites

1. Overview

• Absorption des

hashtags

• Modération

• Demande de droits

• Ajouts de tags

• Apparition dans l’API

ou la galerie

1

2 3

4

1. Le procédé Visual Commerce

Copyright © Headoo 2016 - all rights reserved

Visual Commerce (User Generated Contents for Websites)

Collect and curate Enrich Display Analyse

Headoo’s solution collect all the UGC’s linked with your brand. Only

the contents that you have an interest in are selected and rights

are automatically managed

Enrich your contents with tags (product

referencing)

Display automatically (API) your enriched contents on your e-

commerce website

Measure the digital impact of your operations and

conversions

Backoffice BackofficeBrand’s website

1. Analytics & Image auto-detection

1. UGC for eCommerce Websites#vanessabruno

#vanessabrunoparis

Site web

Résultats : Augmentation Earned Media = Réduction des investissements Brand content

Augmentation du temps d’audience ET du taux de conversion…Amélioration SEO

One-to-one relationship

social gallery Lightbox produit

1. UGC for Adbanners

brand content

UGC

Link in bio‘Shoppable Instagram’

2. iShop : monétiser votre compte Instagram

Galerie miroirCompte Instagram Site Web

Front 2. iShop : Clarins Canada

Inscription Newsletter

Exemple:

2. iShop : Clarins Canada Front

Tags des photos optimisés pour mobile

2. iShop : analytics

2. Autres références

https://www.instagram.com/bensimoncollection/

https://www.instagram.com/emoi_emoi/

https://www.instagram.com/vanessabrunoparis/

Instagram Micro-Influencers

3. Community identification: micro-influencers

Bloggers

Bloggers and paid influencers have a limited reach.

Micro-influencers have fewer followers but are showing a genuine interest in your brand and its products and are happy to share it with

their friends communities.

Their organic reach is much stronger and so is their like rate. Their conversion potential is also much higher as they are

recommending experiences and products to friends and relatives, people who trust and value their opinions.

4 times more reach with micro-influencers

3. Community identification: graph.headoo.io

Headoo Graph is an exclusive Instagram tool that allows brands to

identify genuine social influencers and certify the reach potential of their

followers.

Understand how your brand is spreading from a community to

another.

Run an audit per country to better understand the communities and their

expectations and identify your local genuine micro-influencers.

Second circle of followers: how many followers do my influencers have?

Login : perfectly 3873 abonnés

3. Community identification: graph.headoo.io

What about Ataeva: new consultation of the second circle of followers

Login : ataeva_irulda 1855 followers

3. Community identification: graph.headoo.io

Comparison between 2 influencers: - number of followers

- size of her real community

Login : ataeva_irulda 1855 followers

Login : perfectly 3873 followers<

>

3. Community identification: graph.headoo.io

About Headoo

4. L'équipe

Jean DussetourPDG et co-fondateur EDHEC Business School Royal Bank of Scotland, Exclusive Hotels, Credit Agricole Indosuez, Price Waterhouse Coopers

Karim CassamDirecteur technique et co-fondateur ESCP EAP Fondateur de Weedo, l'agence Web de Spir Communication Manager, développeur, expert en Symfony Cap Gemini, Sopra

Founded in 2011, working with over 150 brands

and international agenciesFounders : Jean Dussetour & Karim Cassam ChenaiOffices : Lille, London, Rio de Janeiro, Montreal, Hong Kong Headquarter : Headoo SAS, 8 rue de l’Isly 75008 Paris - FranceContact : Tel. +33 1 44 69 23 05 / contact@headoo.com