egta 2 19 2014
TRANSCRIPT
Social TV & 2nd Screen ManagementMoneytization Opportunities
2nd of October 2014
Surf on websites related to what I’m watching
44%
Comment on Social Networks
about what I’m watching
22%
Source: Havas MMS 2013
A NIGHTMARE
ON MAIN SCREEN
All programs are not equal
#fan
s ;
#fo
llo
wer
s
+25%
+12%
+15%
+13%
+12%
+7%
+92%
+26%+15%
+24%
+45%
+26%
NEWOLD Twitter Facebook Intermediate
Source : Example North&South on different broadcast, Community and evolution Facebook&Twitter
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
SRP The Havas Social TV indicator
SRP : Social Rating Point
= X 100
Source : National, Reach 000 (20% non cum.), 15-54 year
Social Audience
TV ReachTotal Messages Reach TV (20%)
How to read SRP ?2 SRPs = 2% of TV reach is also messaging about the show on social networks with 1 message by unique user2 SRPs = 1% of TV reach is also messaging about the show on social networks with 2 message by unique user
Average: 0,18
Top SRP – South – 2014
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
SRP Champions 2014 (so Far): 16 !
USEFUL ?USABLE ?USED ?
SRP in television buying
Buying optimization Sponsoring evaluation Content Moneytization
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 5minPrograms buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
During Breaks, 2nd screen becomes first one
Programs that generate “buzz” suffer less from zapping
-17% -9%47%
TV Buying Optimization ToolStickyness Premium
Engagement Zapping
Productivity +50%
Sponsoring Optimization ToolEngagement is CrucialPremium Content Evaluation
De Nacht van vs Wauter vs Waes
+57%The Voice vs De Nacht van
+118%
Example: Hello Bank! & The Voice – Integration
LIVE INTEGRATION OF TWEETS
A monyetizable opportunity to generate conversations
Belgianreddevils @Belreddevils: 80’ Goooooaaaalll!! Mertens 2-1 #be-lalg #WorldCup2014
Dude League @DudeLeague: @dries_mertens14 BRAVO! Come on the @Belredevils! #belalg #WorldCup2014
Dude League @DudeLeague: RT @Belreddevils: 80’ Goooooaaaalll!! Mertens 2-1 #belalg #WorldCup2014
Coupe du monde 2014 @CM2014: Les algériens après le pénalty marqué par Feghouli #algbel (via @itelefoot) pic.twit-ter.com/yo5uqvbc3z
Dude League @DudeLeague: Rule n°1: Always be fearless! Let’s go BELGIUM! #dudeleague #Worlcup2014
Sven Lepoutre @sven_lepoutre: RT @DudeLeague: Rule n°1: Always be fearless! Let’s go BELGIUM! #dudeleague #Worl-cup2014
Conclusion - A Virtuous Approach
AdvertiserReach Better – Start Storytelling – Engage Consumer
BroadcasterEnhance Tv viewer loyalty through 2nd screen Engagement Moneytize Extra Content
Havas MediaBreak the silos (TV + Social + Data)
