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Four brands to inspire your content marketing strategy

Four brands to inspire your content marketing strategy | Big Media (En & Fr) | Scoop.it
Content marketing is about telling a story that resonates with your audience and finding a relevant channel to deliver it.

It’s the loyal followers that then spread the brand message, these days, commonly, but not exclusively, via social media. Well that’s the theory. Getting it right can be hard.

Sometimes we all have to go back to the drawing board to gather ideas and inspiration. For a recent content marketing workshop we hosted, I did just that. I wanted to showcase the brands that are doing content marketing brilliantly.

OK, I admit, some of the companies I used as examples have massive budgets, but they still have their unique challenges.

What all the brands have in common is the creative flair, the ability to change direction, adapting to new environments and communicating with the people that are most important to them – their customers – in a variety of ways.
Via Alex Butler
Nicolas Moulard - Actuonda's insight:

 

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Big Media (En & Fr)
En preparation de l'évènement II Big Media Paris, le 28 nov 2016 @ INA Issy-les-Moulineaux. Des médias aux marques média : Transformer la data en expérience client​. Co-organisé par Actuonda, Perfect Memory et l'INA. http://www.bigmediaconnect.fr/
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Des médias aux marques média : Transformer la data en expérience client​ #SaveTheDate 'Big Media Paris' 28 Nov 2016 (14h-16h) @ INA

Des médias aux marques média : Transformer la data en expérience client​ #SaveTheDate 'Big Media Paris' 28 Nov 2016 (14h-16h) @ INA | Big Media (En & Fr) | Scoop.it

II BIG MEDIA PARIS

Des médias aux marques média : Transformer la data en expérience client​

Lundi 28 Novembre 2016, 14h-16h @ INA Issy-Les-Moulineaux

 

La digitalisation a positionné les data au centre de l’écosystème des médias.

Les données savamment raffinées constituent un formidable atout pour valoriser leurs contenus en offrant à leurs publics des expériences personnalisées plus pertinentes.
 

Comment enrichir efficacement l'expérience des utilisateurs par les data ?


Cette question, au cœur des enjeux stratégiques pour les médias et marques média, sera abordée par une dizaine d'experts à l’occasion de cette seconde édition de Big Média Paris, à laquelle nous espérons avoir le plaisir de vous accueillir.

 

Suite au succès de la première édition Big Media Paris en 2016 à Telecom Paris Tech, la société ACTUONDA organise une nouvelle édition en France de BIG MEDIA, rendez-vous des professionnels des médias et des stratégies « Big Data », en association avec l'INA et Perfect Memory


Informations/inscription sur http://www.bigmediaconnect.fr/

 

 

PROGRAMME

14h Acceuil

  • Laurent Vallet, Directeur de l’INA ou Jean-Marc Boero, Secrétaire Général

14h10 Keynotes d’introduction

  • Prisma Media : Philipp Schmid, Chief Transformation Officer et Directeur Exécutif Régie
  • Adyax : Maxime Topolov (Co-founder CTO), spécialiste Data/UX/Drupal

14h40 Débat

  • INA : Gautier Poupeau (Data Architect)
  • France Television : Matthieu Parmentier (R&D Projets Manager) 
  • RTL Belgium: Antoine Pichault (Manager des Archives et de la Documentation Audiovisuelle)
  • EBU : Jean-Pierre Evain (Principal Project Manager), spécialiste européen des Metadata
  • Perfect Memory : Steny Solitude (CEO), Francois Chiche (COO)

15h30 Workshop

  • animé par Perfect Memory

Evènement VIP, places limitées à 50 professionnels des médias:  éditeurs de contenus multimédia digitaux, marques médias, fournisseurs de solutions et services, startups, intégrateurs/OEM, centres de recherche et laboratoires, spécialistes académiques et institutions publiques, journalistes…

 

 

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How Channel 4 is preparing its 15m registered viewers for new European data laws - Digiday

How Channel 4 is preparing its 15m registered viewers for new European data laws - Digiday | Big Media (En & Fr) | Scoop.it
The European Union’s new General Data Protection Regulations don’t go into effect until next May, but already they’re having an impact on how publishers must think about data. This is especially apparent at Channel 4, which has set up a 12-person team to focus on making its audience data collection compliant with the new rules.

The purpose of the law is to unify data privacy laws across Europe, giving EU citizens better control of their personal data and dictating how organizations may use that data. Practically, that means any publisher that uses audience data must gain (or regain) approval to use reader data.

Channel 4 has something of a head start: Six years ago, the U.K. broadcaster, home to shows like “Homeland” and “Marvel: Agents of Shield,” began encouraging viewers of its video-on-demand service to register for free, in return for access to shows and exclusive content. Two years ago, registration became mandatory, and the broadcaster is in the midst of rolling out compulsory registration on all shared devices on which it’s present such as connected TVs and Playstation and Xbox game consoles.
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Pierre Chappaz (Teads) : "Nos données vont nous permettre de faire le pont entre TV, digital et monde physique"

Pierre Chappaz (Teads) : "Nos données vont nous permettre de faire le pont entre TV, digital et monde physique" | Big Media (En & Fr) | Scoop.it
Le patron de Teads nous explique pourquoi il a dit oui à Patrick Drahi et comment les data d'Altice mêlées aux siennes pourront concurrencer l'offre des géants de la publicité online.

Via Bruno Renkin
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Bruno Renkin's curator insight, March 22, 6:17 AM
"Je n'ai jamais vu un groupe TV [Altice] aussi avancé sur le sujet du programmatique. Le groupe y vend déjà de la TV au CPM, rendez-vous compte !"
Pierre Chappaz (Teads)
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Google demonstrates the Video Intelligence API: a tool for recognizing subjects,

Google demonstrates the Video Intelligence API: a tool for recognizing subjects, | Big Media (En & Fr) | Scoop.it

Google demonstrates the Video Intelligence API: a tool for recognizing subjects, settings and more in videos; can also identify the context or type of a video, such as a commercial; the API will be made available to developers

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Raphaël de Andreis (Havas Media) à #Media : pour un ''Airbus de la data''

Raphaël de Andreis (Havas Media) à #Media : pour un ''Airbus de la data'' | Big Media (En & Fr) | Scoop.it

Raphaël de Andreis, PDG d’Havas Media Group France, était l’invité de #Media, l’émission du JDN et CB News. Il venait présenter l’éclairage sur les grandes tendances du média, de la publicité et du digital en France, que son groupe présente chaque année. Deux tendances majeures se dégagent en 2017 selon Havas Media. La prise de pouvoir des bots comme maillons essentiels du vendor relationship management (VRM) et l’essor de l’économie collaborative entre marques. "Fantasmes sur les bots mis de côté, ces derniers auront une utilité très fonctionnelle et révolutionneront la relation entre les utilisateurs et une marque", précise Raphaël de Andreis. Interrogé sur les rapprochements des médias français côté data, alors que Facebook et Google captent près de 92 % du marché de la publicité mobile, Raphaël de Andreis, appelle à la création d’un "Airbus de la data", un espace premium capable d’atteindre une taille critique.

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The Next Standard for Digital Media Transactions: vCPM | AdExchanger

The Next Standard for Digital Media Transactions: vCPM | AdExchanger | Big Media (En & Fr) | Scoop.it
"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. The Media Rating Council (MRC) hit yet another milestone [PDF] in their viewable impression crusade on Monday by lifting the advisory on viewable impressions for... Continue reading »
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Bots, live stream, VR… les outils du Moment Marketing

Bots, live stream, VR… les outils du Moment Marketing | Big Media (En & Fr) | Scoop.it
Chatbots, live streaming, réalité virtuelle… En 2017, le marketing de contexte et de contenu sera l’épicentre des dynamiques entre marques et consommateurs. C’est la conclusion principale de l’ouvrage “Bi
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Pas de targeting sans momenting !

Pas de targeting sans momenting ! | Big Media (En & Fr) | Scoop.it
Toucher sa cible n'est pas suffisant, encore faut-il le faire au bon moment. Par Laurant Weill, le fondateur de SYNC, startup spécialisée dans la synchronisation publicitaire.
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3 reasons Financial Times is winning at digital engagement

3 reasons Financial Times is winning at digital engagement | Big Media (En & Fr) | Scoop.it

So how did the FT reach such success? Betts focused on this journey, reflecting that just five years ago, print was still the dominant format for most users. Now that landscape has changed, with 70% of readers paying for digital access. 

“Data has been one of if not the key catalyst for our digital growth and digital business,” he explained, outlining the three main aspects of how FT initiated its institutional experiments.

Engagement can be broken down into three main metrics: recency (when was the piece last read), frequency (how often is the piece visted), and volume (the number of paid articles consumed by a reader).  

“What we create is a non-financial KPI (key performance indicator) that ultimately allows us to understand our commercial performance, to be forward looking and [know] what is going to drive,” Betts said.

Betts summarised institutionalising experimentation as:

Aligned goals.
Tools in tech.
Testing mindset.
Teams of catalyse change.
Betts closed his talk with this final thought: “Data is our leading indicator for our success. We know that engagement is our best predictor of future revenues. If we are doing the right things by our readers, then we are going to keep winning digitally.”

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How AI can help media companies create more content

How AI can help media companies create more content | Big Media (En & Fr) | Scoop.it

The challenge in the AI area is thus to replicate this ability — having data coming in and being understood in context.

Below are some of the key aspects of AI to be able to mimic human capabilities and scale them:

Data ingestion: Data can be ingested from a wide variety of sources both structured and unstructured. This can be further broken down into:

Data analysis: processes the data to extract the key facts that it contains.
Data interpretation: Makes sense of the data, particularly form the point of view of what information can be communicated.
Presentation: Narrative can be output in a variety of formats and combined with graphics or delivered as speech. This includes:

Document orchestration: Takes the messages derived from data and structures the information they contain into a narrative.
Microplanning: Works out how to package the information into sentences to maximise fluency and coherence.
Surface realisation: Ensures that the meanings expressed in the sentences are conveyed using correct grammar, word choice, morphology, and punctuation.
In the media context, Arria aims to automate the ability to gain expertise.

The first benefit of using AI in media is in increasing the volume of content produced, Gould said.

The second benefit is on the ability to tailor messages: “It’s almost rude when we don’t tailor communication with other people,” Gould said.

With Big Data and AI, it is possible to put expertise into the system and communicate data to audiences in an engaging way.

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6 ways BBC uses data to provide a better produc | INMA

6 ways BBC uses data to provide a better produc | INMA | Big Media (En & Fr) | Scoop.it
How is BBC using data now?

Reaching out to more audience segments. Traditionally, BBC was traditionally accessed by more men than women. The use of Big Data has allowed the company to identify this trend and subsequently launch initiatives to target more women.
Measuring how successful these initiatives are, including the effectiveness of the use of social platforms such as Facebook.
Increasing audiences’ loyalty, such as by analysing the different behaviours of users who access their sites directly, and through social platforms and linking stories that would retain users on the page.
Assisting the BBC marketing team, such as looking at how to best caption social media posts.
Providing real-time data to give journalists better understanding about the content they are produce. Apart from using off-the-shelf tools such as ChartBeat, staff also has developed solutions internally such as Telescope, which brings in data from different sources to journalists and shows how engagement changes throughout the day.
Producing content within the newsroom, such as explainer videos for younger audiences. 
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FranceTV Publicité enrichit son offre «Datapartner» avec du ciblage sur-mesure | Offremedia

FranceTV Publicité enrichit son offre «Datapartner» avec du ciblage sur-mesure | Offremedia | Big Media (En & Fr) | Scoop.it

L’offre «Datapartner» de FranceTV Publicité, lancée l’année dernière (voir archive), s’enrichit avec le «Smart Profiling», qui permet aux annonceurs d’enrichir leur connaissance clients et prospects grâce à un ciblage sur-mesure.
Cette solution, qui s’appuie sur la DMP de Krux, repose sur une analyse croisée de données annonceur et régie autour de trois axes : l’Audience profiling, avec la qualification socio-démographique ; le Content Profiling, soit l’analyse comportementale de la consommation média sur les plateformes de France Télévisions (affinité contenus sport, news, séries françaises, etc.) et le Consumer Profiling : la détection des intentionnistes par secteurs de consommation (téléphonie, électroménager, décoration, entertainment, etc.).

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« Le journalisme ne sert-il pas à apporter du sens et de la valeur ? » ITW de Mar Cabra ICIJ par InaGlobal

« Le journalisme ne sert-il pas à apporter du sens et de la valeur ? » ITW de Mar Cabra ICIJ par InaGlobal | Big Media (En & Fr) | Scoop.it
Mar Cabra est responsable de l’équipe « Data & Research » de l’ICIJ. Elle revient sur la collaboration internationale menée par son organisation et la presse de nombreux pays, qui a permis la révélation de l’affaire des « Panama Papers ».
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'News is not Netflix': Personalization's appeal remains uncertain for some publishers - Digiday

'News is not Netflix': Personalization's appeal remains uncertain for some publishers - Digiday | Big Media (En & Fr) | Scoop.it
"It’s really not about pushing you the content we think you want. It’s pushing the content we think is of news value.”
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Partenariat entre Publicis Groupe et Microsoft sur la data et l’intelligence artificielle | Offremedia

Partenariat entre Publicis Groupe et Microsoft sur la data et l’intelligence artificielle | Offremedia | Big Media (En & Fr) | Scoop.it
Publicis Groupe a noué un partenariat avec Microsoft pour renforcer ses capacités dans la data et l’intelligence artificielle afin d’accélérer la transformation numérique de ses clients. Cette alliance permet d’allier les capacités marketing et data de Publicis Groupe à celles de Microsoft Azure et de Cortana Intelligence Suite sur le cloud et l’intelligence artificielle.
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South by SouthWest : sans IA, pas d'avenir !

South by SouthWest : sans IA, pas d'avenir ! | Big Media (En & Fr) | Scoop.it
Le boom et surtout les promesses de trois tendances technologiques -- enchevêtrées les unes dans les autres -- ont largement dominé le Festival annuel South by SouthWest à Austin, capitale mondiale…

Via Bruno Renkin
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Analytics et Big Data : 5 étapes pour prédire et infléchir l’avenir

Analytics et Big Data : 5 étapes pour prédire et infléchir l’avenir | Big Media (En & Fr) | Scoop.it
Ce que promettait le film Minority Report est devenu accessible à (presque) tous : prédire l’avenir en cinq étapes. Utilisé aussi bien dans la lutte contre
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YouTube TV is a $35 online cable bundle with 40 networks, launching in ‘next few months’

YouTube TV is a $35 online cable bundle with 40 networks, launching in ‘next few months’ | Big Media (En & Fr) | Scoop.it
YouTube is expanding beyond its role of being an online video hub. The Alphabet-owned company announced on Tuesday that over the next few months it will launch YouTube TV, an online cable bundle with all the networks and dozens of cable networks. For just $35 per month, you’ll have not only access to all the YouTube content, but also live shows and programming from 40 networks, including sports and news with membership for up to 6 people.
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Data marketing : fifty-five lance un espace de réflexion et d’expertise

Data marketing : fifty-five lance un espace de réflexion et d’expertise | Big Media (En & Fr) | Scoop.it
La data company fifty-five met en ligne un nouvelle espace qui ambitionne de devenir un lieu de partage, de réflexion et de curation sur le data marketing. Baptisée The Tea House, il propose en français et en anglais une expertise « loin du jargon habituel de cet univers », sur les tendances marketing, l’expertise technique ou la veille sectorielle.
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How Facebook and Google could disrupt the subscription model for news

How Facebook and Google could disrupt the subscription model for news | Big Media (En & Fr) | Scoop.it

By applying their technology to the publishers’ antiquated subscription systems, the two Internet giants could help create a sustainable news ecosystem.

 

That’s the power of dynamic pricing. E-commerce has allowed this practice to spread far and wide, to many sectors that never used it before the Internet.

 

This hypothetical move by the two major news distributors could be a double-edge sword. If we assume that no publishing corporation is able to single-handedly build such a large, data-driven dynamic pricing apparatus, then the industry is left with two choices.
One is to band together to build the system from scratch. There are historical precedents: In the ’60s, a group of airline visionaries put together what is called a GDS (for Global Distribution System) that now aggregates a network of about 20 reservation systems serving about 5,000 airlines. Realistically for the news industry, it would take years to achieve an uncertain result — not to mention antitrust issues that will inevitably flare up.
The second is to make a deal with Google and Facebook (preferably both), convincing them to provide some user data and co-develop a dynamic pricing system under a long-term and reliable contract. The obvious risk of this path is that it would increase the reliance on these giant distributions platforms. But the benefit would be an immense gain in the reach and performance of publisher subscription systems, now the primary source of revenue for quality news.

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What IBM Watson and AI can do for media companies

What IBM Watson and AI can do for media companies | Big Media (En & Fr) | Scoop.it
The cognitive technology creates a new kind of partnership between people and computers that enhances, scales, and accelerates human expertise, according to Lomas. With such capabilities, AI is able elevate every customer’s experience.

Watson, for example, has been utilised in call centers. It is able to understand keywords and sentiments from a call by using natural language processing. The more Watson learns from each call, the better the customer experience gets.

AI also can help make smarter decisions faster. Watson can absorb a vast amount of data, while at the same time being trained by experts, so everyone has access to data and expertise that allows them to make decisions faster.

Lomas believes that cognitive technology is the new competitive advantage. AI can save resources and time, and she presented an example in which AI has the potential to save 20 hours per week in putting together news clips.

AI also can be used to augment the creative design process. In another example, Watson was able to watch an entire movie and select six minutes worth of scenes to make a movie trailer. So AI successfully cut down the process of making a good movie trailer from 10-30 days to less than 24 hours.

Other applications of AI include: visual recognition, online learning and personalization, guided contextual shopping, and a dashboard of cognitive command center.

Lomas encouraged media companies to ask themselves a few key questions to explore how they might leverage AI in their businesses: Could Watson be used to extend your access to knowledge, improve workflow, personalise your client’s experience, tailor your offerings, or one-source publish across devices?
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Economist focuses on the right data, not the easy data

Economist focuses on the right data, not the easy data | Big Media (En & Fr) | Scoop.it
The Economist bases its Big Data work on four principles: getting the right data, remembering data science is relatively new, spotting abnormalities, and trusting (yet verifying) the data.
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TVTY propose un service d’alerte de diffusion de campagnes TV d’une marque | Offremedia

TVTY propose un service d’alerte de diffusion de campagnes TV d’une marque | Offremedia | Big Media (En & Fr) | Scoop.it
TVTY, société française spécialisée dans la synchronisation publicitaire, enrichit ses services avec «TV Ad Alert», qui propose aux annonceurs de recevoir en temps réel une notification lorsqu’un concurrent déclenche un nouveau spot TV. Ce nouveau service, mis à disposition gratuitement, est disponible en France, Allemagne, Italie, Espagne, Turquie, Royaume-Uni et États-Unis.
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The New York Times' international ambitions hinge on programmatic advertising - Digiday

The New York Times' international ambitions hinge on programmatic advertising - Digiday | Big Media (En & Fr) | Scoop.it
“Both highly advanced programmatic advertisers as well as those that aren’t want quality news content and environments.”
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How The New York Times Is Clawing Its Way into the Future

How The New York Times Is Clawing Its Way into the Future | Big Media (En & Fr) | Scoop.it
The Gray Lady is embarking on an ambitious plan, inspired by the strategies of Netflix, Spotify, and HBO, to make a subscription to the Times indispensable.
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