asadar azi am ajuns in minunata tara spania la una dintre cele mai tari conferinte pe online din perioada asta. nu stiu inca ce s-a hotarat la marketing arena de la noi, insa pe aici lucrurile pe ziua de azi stau destul de clar. pe cine am ascultat si ce s-a vorbit pe scurt:
Orange: Frederic Vaulpre - TV/Video Advertising Director
Advertising online has become an opportunity for the Orange Group. They have set up a LoB for "Audience & Advertising" which I find really efficient and business critical. They mix TV and telecom by the principle: get access to any content, anywhere, anytime. That implies all the 3 screens that we use daily: PC, mobile, TV and the interaction between them. We have seen how Citroen and Orange Sports TV have come together in IPTV in France and how the switch is going to happen from GRP to IRP (impactful rating point). Also he talked about new tools to track TV audience and that the development of new media should move forward from traditional media push to customer pull (active user engagement).
He showed incredible mixes of videos + over layers with embedded relevant advertising adds (such as a movie release live and an overlay linking in the same frame to the trailer of the movie) + many, many other very mind-blowing examples of how far can you go with mixing media + ROI + e-commerce.
On average the studies show that on a SIS a user spends approximately 3 min 30 sec. versus the 30 seconds TV spot. -> Great value to both advertisers and end users. Should we expect something like this soon in Romania?
Google: Laurent Cordier - Head of EMEA Business Development
a great overview on what are the plans with YouTube and about how media consumption & distribution is being transformed. The online advertising had not captured yet the net market spend in the media mix (vs. the time spent mix of the individuals) so it's going to grow further on. The new hot thing is going to be web 3.0 as in entertainment & community. That is something interesting to see. :)
About YouTube a little bit now (what Laurent says) :)
- YouTube is all about empowerment & self expression and grew from 2005 (launch) until now to more than 100s of millions of users
- more than 13 hours of video is uploaded every minute on the platform
- who is on you tube ? Data from 10.8 MM unique UK users: 45% are users OVER 35 y.o. , 45 % are female, 55% are male, 39 % of users are between 18-34 y.o.
- there is not going to be any overlay advertising in UGC! (which I find very important), they will advertise only on partners contents
- they are working on a video footprint so they can identify the different versions of the original video
- there is only a question of time before YouTube is going to be in HD :) the increase of the bandwidth is no longer the right question (a lot of software development and so on that makes everything much more easier)
- they are also working on setting the standards in video overlay advertising with high interactivity, they are going to test it soon on different versions live
to conclude on his presentation " x% of people fall asleep while watching TV, none is registered as falling asleep while watching YouTube" :) -> next generation of video ads is coming!
Nike (always impressive) : Rune Solvsteen - Regional Marketing Manager for Nike Digital Commerce
he talked mainly about the latest NikeID campaign in UK. Nike Digital commerce has grown by 530% since 2006. On NikeID is all about customization and going to where your audiences are. 85% of the users of social websites want the brand to come to where they are instead of zillion of special sites. -> the line between product and communication is becoming more blurred. the sales increase on this campaign during it were more than 40% in UK.
one interesting aspect was that Nike does not use the data profiles from the users for one simple and meaningful reason: the data is giving you what is hot now, not tomorrow. something to think about.
Sclipo: Gregor Gimmy - CEO
This was a more empowering presentation about users’ evangelism for you and your product based on their personal experiences. A mix between social networks + knowledge platforms and relevant (niche) audiences. Very interesting but very hard to resume in words :)
Hope you are having fun wherever you are! :)
[later edit] check out this (emarketer daily). e ceva in aer :p
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