New (ways of using) Media

GRP Media Session: Non-linear TV

Tuesday, June 15th, 2010 | Cleverwood | No Comments

Non-linear television (possibility to consume video content not broadcasted)  is an expression of the new reality: the end of traditional media, portability explosion and the opportunity to share specific content through unlimited numbers of channels to increasingly more precise target.

In the continuity of my work about iDTV, the GRP Media Session I attended last Thuesday 8 of June dealed with this passionating theme. After an introduction of 10 minutes, two Media specialists shared great ideas about the topic.

First, Hugues Rey, Director of strategy at RMB argued the following questions: Is my future job title « content planner » ? He focused on the integration of this new reality in an advertising communication point of view, the solutions available, the KPI’s of this type of action, the solutions of audience measurement and the future profile of the planner.

Then, Didier Ackermans, Digital & Marketing Services Director Aegis Media, who said that this evolution represents an amazing new fire for the sector, presented his point of view. The goal of this second theme was to make a pragmatic analysis of what we have to do to evolve in this direction and how to approach projects and briefings differently.

Finally, Olivier De Doncker from Media Marketing moderated a discussion around the two presentations.

Lets summarize the main elements of the conference …

The convergence between TV and web

One can observe TV and web convergence in three different levels: web content on TV, TV content on the web and iDTV.

First, the web is rich of infinite content ! 46% of people want to see web content on TV and frequently, people consume web in the same time as TV. Moreover, 50% of TV devices in Europe can be connected to the web ! These elements are raising the question of bringing web content on TV.

Second, TV content is increasingly more posted on the web. It enhances consumer experience. They can communicate with a community in the same time of their consumption. Consequently, engagement is higher !

Finally, a third type of convergence is interactive digital television. Today, 45% of Belgian are connected to a digital television. But what about interactivity on TV ? Are people ready to interact on TV ?  Four years ago, iDTV was at the center of all debates. However, its development is yet in the first stages. Only on-demand videos concept is rising and meets perfectly the needs of new generation: it is simple and entertaining !

In fact, I was particularly fascinated by the first intervention of Hugues Rey who pointed out a determinant element that is sensibly close to my own work: TV is a mean of ENTERTAINMENT. When interactivity on TV is simple and easy to use and that brings added value in terms of content (BMW advertising spot of 10 minutes: added content that entertains people), it can be interesting for consumers. Waiting for filling in a form on TV is a “dream” because it is not adapted to the consumption context on television !

Non-linear advantages

All type of convergence have a common link: non-linear content. It offers lots of advantages such as the possibility to communicate brand values, enhancing experience of consumers and so engagement with brand, creating brand ambassadors and virality around video content and the opportunity to be more story telling.

It raises also lots of questions: how to measure audience ? how to monetize ? How to structure companies ? Do TV planners and Audiovisual planners have to become content planners ?

Content is obviously more and more important and take the lead before support. Companies have to adapt their models to this situation.

Business model

In Belgium, we have access to non-linear content through three main boxes : idtv, TV channels and video platforms (content aggregators on Internet).

With iDTV, we can bring digital advertising, enhance interactivity of channels and programs, work with walled garden, … Everything is possible but when we look at the market, less than 1% of marcom budget is allocated to interactive advertising.

Paradoxically, TV consumption is rising in Belgium. The new generation (digital natives) watch increasingly more TV and consume more media (8h of media consumption/day !). Moreover, 28% of them consume Internet in the same time of television. Seeing the success of Internet and television combination, why do we not think about blending their business modelsGoogle TV is certainly the best example of non-linear searchable multi-content …

Olivier Beaujean interviewed by Bfm Today

Wednesday, February 3rd, 2010 | Cleverwood, New (ways of using) Media | No Comments

Olivier Beaujean was interviewed by Bfm Today at the Devcom 2010. During the interview, he explained the importance of a social media presence for a company and explained a client case realized by Cleverwood for NESCAFÉ® Dolce Gusto®. Check it out!

Back from Devcom

Monday, February 1st, 2010 | Cleverwood | 2 Comments

As announced last week, Cleverwood participated as Bronze partner in the DEVCOM fair held on Thursday the 28th of January at NYSE Euronext Brussels Stock Exchange.

The least we can say about that day is that the Cleverwood consultant were all over the place. First on the company’s booth where we met a lot of enthusiastic people willing to know more about e-marketing, e-business, social media, online reputation, mobile marketing, community management and other Cleverwood specialities. But also in the conference rooms where Olivier Beaujean and Ramon Suarez explained how to monitor brand’s online reputation, how to set up monitoring tools and how to behave when you have to use social media on your company’s behalf.

And last but not least, we also won two awards for our case studies on Float Away and Dolce Gusto, two examples on how facebook could generate sales within a few days.

Thank you to Caroline, Olga, Christelle, Dirk, Saky & Ramon for their active collaboration.

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Tags: award, conference, devcom, devcombru

Cleverwood at DEVCOM Brussels

Tuesday, January 26th, 2010 | Cleverwood | 1 Comment

Cleverwood is a Bronze partner for the DEVCOM fair held on Thursday the 28th of January at NYSE Euronext Brussels Stock Exchange.

From 13:30 until 14:15, Ramon Suarez – new media business and marketing consultant passionate about internet and mobile communication – will also participate as speaker in one of the e-marketing and e-business conferences (EB04 – New e-marketing channels)

From 15:30 until 16:15, Olivier Beaujean – co-founder of Cleverwood and specialized in e-marketing -  will join the e-business forum for a debate about e-reputation (EB08)

During the whole day, you can visit the Cleverwood booth (#9) where our consultants will present you their 7-minutes speed demos.

• Eurostar & Club Med: Find out how two major Belgian actors created efficient blogger outreach actions in Belgium (Caroline Maerten) – slideshow
• Float Away wellness center : get first sales within days with an appropriate social media strategy (Christelle Deliens) – slideshow
• NESCAFE Dolce Gusto : discover how a brand’s new product got 3000 ambassadors in a month (Christelle Deliens) – slideshow
• Engage with your clients using Twitter (Ramon Suarez) – slideshow
• Is your website optimized for Google indexing? Free SEO audit (Ramon Suarez) – Ramon’s checklist
• Find the e-marketing expert you need… here and today! (Olivier Beaujean)
• 7 mobile marketing case, or how does the mobile phone become a marketing tool? (Olivier Beaujean) – slideshow
• Online Reputation Management : what’s being said about your brand and what can you do about it? (Olivier Beaujean)
• Is your website compliant with the 5 golden usability rules for conversion? (Dirk Huysmans) – slideshow
• 7 minutes to assess your online brand strategy. (Olga Slavkina) – slideshow
• Interactive advertising on digital TV. (Saki Kourtidis) – slideshow

If you can’t attend the event, make sure to follow @cleverwood on twitter or monitor the #devcombru hashtag.

Tags: devcombru, e-marketing, fair