monolith partners credentials 2016
TRANSCRIPT
●
Marketing technologies for premium brands
# Brand Tech Agency
A new breed of partners
What we do
Technology now enables every part of the brand-building process:
From creating content… to producing it… to sharing it… to targeting… and measuring.
95% luxury consumersmobile equippedvs on average 60%
75% luxury consumersowning multiple devices
vs on average 33%
80% luxury consumersconnected on social media
each month
Luxury consumers who buy bothOnline and in store spend 50% more than consumers buying only in store.
Positioning
75%
Fact
The online luxury sharecould reach 18% by 2025.
Online represented 6%of the 2014 global luxury market.
Trend
@2014 2025
6% 18%
Our ambition
Monolith Partners wants to be the leader in understanding, reaching and engaging the affluent
online through innovative solutions.
Sourcing
●
ConsumersData/Insights
●
EngagementContent distribution
●
InnovationStart-ups
Open innovation
Key insights by marketCommunities/Influencers
Consumer journeyAffluent clusters
Customisedprogrammatic platform
Native adPeer-to-peer advertising
Self expression ad format
Our offer
Sourcing
●
InnovationStart-ups
Open innovationThe Watchtower
●
Innovation monitoring for decision making
Digital Shelf Monitor
●
Evaluation of luxury brand share of digital shelves
Brand Newsroom●
The ultimate content strategy : Real time
marketing
Monolith Partners creates…
The Watchtower●
Innovation monitoringfor decision making
The Watchtower
Digital ShelfMonitor
●
Evaluation of luxury brand share of digital shelves
Digital Shelf monitor
Online demo
Digital Shelf monitor
Brand Newsroom●
The ultimate content strategy : Real time
marketing
The Brand newsroom
The Brand newsroom
Mix of Social conversation listening, trending topics analysis,
creative capability(team & tools)
and brand events. Content
Listening
The Newsroom
The Brand newsroom
Media behaviors evolved from consumption on traditional mediato consumption & self-expression on social media.
Traditional Media Social Media
CONSUMPTION
CONSUMPTION
+SELF
EXPRESSION
The Brand newsroom
They are looking for experiencesthat enable them to express in playful ways all their
moments with their friends
The Brand newsroom
Advertising fails to adaptto self-expression.
Custom projects, Long developments cycles, High costs, Focus on project and not on reach,
Not scalable
Monolith Partners provides withthe Self-Expression Ad format
to engage targeted audiences at scale
The Brand newsroom
Text
ConsumersData/Insights
●
Key insights by marketCommunities/Influencers
Consumer journeyAffluent clusters
Whispers●
Identify your influencers
Apple Watch Panel●
Exclusive partnership
Monolith Partners creates…
Whispers●
Identify your influencers
Whispers
Importation of the social network
Analysisof the network
Identification of communities
Identificationof influencers
Apple Watch Panel
●
Exclusive partnership
Apple Watch Panel
EngagementContent distribution
●
Customisedprogrammatic platform
Native adPeer-to-peer advertising
Self expression ad format
Premium Desk●
Custom programmatic advertising platform to reach Affluent People
Wildflame●
Peer-to-peer advertising
Monolith Partners creates…
Native Showcase●
Integrated placement @scale
Premium Desk●
Custom programmatic advertising platform to reach Affluent People
For Monolith, setting up custom-built networks is a perequisite for certain luxury sector brand codes.
Programmatic advertising and the luxurysector are not incompatible.
Monolith guarantees that programmaticdistribution for luxury advertisers is done in line
with their brand identities.
Premium Desk
< >
The data available on the digital market is, to many, navigation data (3rd party data) that has very little
real value when taken on its own.
Monolith Partners compiles, segments and analyses the audience of complementary specialised sites for high-incomeprofessionnals in order to make it pertinent, and to therefore be
able to raise its profile with advertisers.
Instead it’s the combination of severalcomplementary sites that determines the
data’s value.
Premium Desk
= =
All data collected is anonymous in order to meet CNIL (French Data Protection Authority) regulations. We are the only ones to have access to the audience segments that are created. There are not sold to third parties.
Audiencesegments
Millions of cookiesBreakdown of segments
by socio-professionalcategory, budget, intentscoring, level of project
maturity
Premium Desk
ExclusivePartner Sites DMP
Segmentation, cross-analysis, intent scoring,
level of maturity1. 2. 3.
Premium Desk
TARGETING●
Set up deals IDs with the targeted ad inventories
SAFETY●
Use brand safety tools in order to only appear in quality, positively-perceived environments
SELECTIVITY●
Identify the sites meeting the minimum highersocial-professional categories overweighting
indices according to Nielsen Netrating
EXCLUSIVITY●
List the sites that only offer a single ad space per page in order to ensure that the luxury advertiser
is exclusive on the page
Premium Desk
Formats:Rich Media & Video
●
Automatic page wrappingInteractive expandable ads
Interstitial, Transparent flash, FooterIn-Stream & In-Read
Targeting: Integration of the most recent technologies
●
GRP video buying and certifiedaudience / buying via Nielsen OCRSynchronisation with TV advertising
Mobile geolocation
Premium Desk
Native Showcase●
Integrated placement @scale
Native Showcase
Intense PR exposure…
Refined experiential & commerce websites…
Sophisticated creatives…
Thoughtful social strategies…
Innovative Apps…
Luxury brands do cover the digital spectrum… yet they experience suboptimal conversions to sales
Bringing products back in the user experience
Leveraging on dataand programmatic management
Tailoring a conversion-focusednavigation
… the new equation for luxury digital commerce
</>
Native Showcase
The product is the entry point The media is the store shelf Integration & datamake the difference
Native Showcase
We leverage on your influence on relevant media to obtains prominent native
placements on their websites
We rely on your unmatched expertise for the creation of the iconography
and the short product selectionpresented in the Hub.
Native Showcase
Placements are activatedbased on DMP informationand Native Programmatic strategies
Native Showcase
Placement redirectsto a short selectionof related products
Native Showcase
Transaction is being finalized on brand commerce site
Native Showcase
Nouvelle Collection Repetto .
Deux pièces 'salomé'. Le fameux
salomé de la Maison Repetto est
décliné dans une multitude de
matières et de couleurs chaque
saison.
Native Showcase
PR buzz In Context Native Ad Widget E-shop
Native Showcase
Wildflame●
Peer-to-peer advertising
Advertising has evolved from targeting masses to a more refined audience.Now it is also moving from a top-down broadcasting towards a peer-to-peer diffusion.
20th century 2020 …
BillboardsTv spots
WildflamePeer-to-peer relays
Activation campaigns
MASS audience RELAY-BASED distribution
2010
Google adwordsFacebook ads
Advertorial (sponsored content)
TARGETED audience
SOCIALMEDIA
MEDIA
Wildflame
People are fed up with intrusive online ads. Ad-blocking is skyrocketing.
83% of people are resentfulof online advertising
Adblocking grew by 41% in 2015
24% of people are using adblockers
Adblocking cost $22 billion in 2015
Wildflame
Non-intrusive Trusted
Wildflame’s unique network enables P2P content distribution, providing a advantage position in users’ feeds. The brand’s message comes from people they subscribed to.
CELEBRITIES~50m followers
Actors, Musicians, Famous people…Perceived as STARS
WEB INFLUENCERS~1m followers
YouTubers, bloggers, editorialists…Perceived as PROS
OTHER PEOPLE~5-500k followers
Friends, entourage, local curators/creators…Perceived as PEERS
Traditional agenciesEndorsements
Talent agenciesAdvertorials, product placements
Wildflame“Re-shares” of branded posts
Wildflame
Here’s how we would work for a fashion / cosmetics brand in France on Instagram.
#fashion
#style
#glamour
#paris
#makeup
#girls
#beauty
1.We select / create one or
more posts (image or video) featuring the brand’s message
and products.
2.We compute a list of people
that fits the brand’s target audience using the right
verticals.
3.We send them the post and they share it on the agreed date. Then we charge depending on the total
number of followers.
Wildflame
Contacts
●
Laurent Foisset +33 6 24 92 25 [email protected]
Xavier Desmaison +33 6 82 92 44 [email protected]