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Le storytelling transmedia réinvente le marketing digital

Le storytelling transmedia réinvente le marketing digital | Big Media (En & Fr) | Scoop.it
Le marketing est en pleine mutation. Décryptage du Storytelling Transmedia nouvelle approche marketing initiée par le Cinéma.

 

Cette approche multi-écrans influence deux variables fondamentales dans l’optimisation d’une campagne de communication : l’attention et la viralité.


Via Yannick Vernet
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Big Media (En & Fr)
In prepa of Big Media Conference: 17 sept 2015 @ Telecom ParisTech. Smart data for rich media How media companies can benefit from Smart Data to value their assets, improve their audience satisfaction and better monetize their inventories ?
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#InscriptionGratuite BIG MEDIA PARIS 17 sept @ Telecom ParisTech : Smart data pour Rich media

#InscriptionGratuite BIG MEDIA PARIS 17 sept @ Telecom ParisTech : Smart data pour Rich media | Big Media (En & Fr) | Scoop.it

Le 17 septembre 2015, la société ACTUONDA organise la première édition en France de BIG MEDIA, le nouveau rendez-vous des professionnels des médias et des stratégies « Big Data », en association avec Télécom ParisTech et avec le support du GESTE, du GEN, du Gfii, de l’Alliance Big Data, de Cap Digital, du Pole Media Grand Paris, du Club Nelson. ACTUONDA est organisatrice de Big Media Madrid et des Rencontres Radio 2.0       

La digitalisation a positionné les données au centre de l’écosystème des médias. Un meilleur contrôle des contenus combiné avec une compréhension optimale de l’audience permet déjà d’appuyer des décisions éditoriales. C’est aussi l’opportunité d’offrir du contenu plus pertinent et des expériences personnalisées, adaptées au contexte et à la fragmentation des supports. Pour les éditeurs : « comment profiter efficacement des données ? » est devenu une question stratégique et un nouvel atout pour renforcer leurs activités éditoriales, marketing et commerciales. Le bon usage des données permet de structurer les catalogues, renforcer la valeur des actifs, mieux comprendre l’audience et mieux monétiser les inventaires grâce à de nouveaux outils. Des données bien mises à profit permettent de trouver de nouvelles audiences et ouvrent des voies de diversification.


L’après-midi sera centrée sur l’apport de l’innovation et des data à la transformation des médias, et réunira près de 250 professionnels : des éditeurs de contenus digitaux, des groupes internationaux et des PME, des startups, des centres de recherche et laboratoires, des spécialistes académiques et institutions publiques, qui exploreront ensemble ces thématiques au travers de cas pratiques, de présentations inspirantes et de débats. Conjointement à la conférence, de multiples ateliers et démonstrations, permettront de découvrir les solutions de startups et sociétés s’appuyant sur les données pour enrichir les processus média et l’expérience de l’audience.


En matinée se tiendra sur place, la Bourse aux technologies de l’Institut Mines-Télécom,  sur le thème ‘Publishing et Multimédia’. Ce complément de programme permettra de mettre en lumière une quinzaine de technologies matures directement transférables vers les entreprises. Plus d’information sur

http://bourseauxtechnos.strikingly.com/


BIG MEDIA / TELECOM PARIS TECH/ INSTITUT MINES TELECOM

46, rue Barrault 75013 Paris (Métro ligne 6 / Station Corvisart)

Infos/Inscription sur : http://www.bigmediaconnect.fr/


Contact (Organisation/Sponsoring):

Nicolas Moulard (Actuonda): moulard@actuonda.com  / +34 699 248 200

Nicolas Moulard - Actuonda's insight:

Comment les Medias peuvent profiter efficacement des données pour améliorer leurs contenu, l'expérience de leur audience et leur revenus ?
Réponse le 17 septembre au Big Media Paris (à Telecom ParisTech)
Inscription gratuite sur http://www.bigmediaconnect.fr/

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Snapchat Discover to Add Mashable, Limit Sponsorship Takeovers

Snapchat Discover to Add Mashable, Limit Sponsorship Takeovers | Big Media (En & Fr) | Scoop.it
Snapchat will soon add Mashable and Vox Media's Vox.com to its Discover publisher portal.


It's unclear how much Mashable is asking brands to spend for these Discover channel takeovers. These takeover campaigns are considered the higher-end ad opportunity within Discover. Brands can also buy standalone video ads within Discover for two cents per view. Those pennies can pile up considering that some Discover publishers have previously told Ad Age their Discover channels are fetching more than 1 million views per day. Agency execs said that a standard Discover campaign can cost anywhere from $50,0000 to $200,000 per day, though prices can vary because each publisher can set its own price.

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Numérique : les « nouveaux » usages sont-ils si nouveaux ? INA Global

Numérique : les « nouveaux » usages sont-ils si nouveaux ? INA Global | Big Media (En & Fr) | Scoop.it
Oubliez la « disruption » et l’« uberisation ».


Cet article vous propose de répondre à une question que chacun se pose sans parfois jamais avoir osé le demander en cette période de culte pour la « sainte disruption » et l'uberisation de nos sociétés : lesdits nouveaux usages sont-ils si nouveaux ? Notre réponse propose la démonstration d'un temps long des dits nouveaux usages s'articulant autour de trois processus : réinventions, transferts et créolisations. Cette réponse suppose également de livrer une explication au poids social de la rhétorique du nouveau dans le discours sur l'innovation en matière de numérique. Ces discours masquent le fait qu’une innovation ne chasse pas l’autre ou qu'elle n'est pas une course de vitesse. Ils jouent néanmoins un rôle crucial dans le processus de socialisation des inventions technologiques en le « mettant en culture » à travers des représentations médiatiques qui viennent féconder l'imaginaire du numérique.


Le principe rencontré dans l’histoire des médias de la double naissance d'une innovation – une première fois techniquement parlant, une seconde fois en relation avec des contenus réinventés – se trouve pleinement validé.

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Big Data : une start-up française veut huiler les rouages entre les ayants droit et YouTube

Big Data : une start-up française veut huiler les rouages entre les ayants droit et YouTube | Big Media (En & Fr) | Scoop.it

Nous avions déjà évoqué la cible de Transparency Rights Management. Cette start-up française croit au Big Data (ou mégadonnées) pour fluidifier les flux financiers entre sociétés de gestion collective et plateformes vidéos. Après avoir travaillé un temps avec la Sacem sur Dailymotion, celle-ci annonce, à l’occasion du MIDEM 2015, Track and Claim. Un outil taillé pour YouTube, en accord avec Google et la Performing Rights Society for Music (PRS). Jean François Bert, son fondateur et président, nous en explique les fondements.

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Deezer - Big data as a streaming service [ppt] (oct'14)

40 million songs, albums and artists available - how nice? Streaming allows you to get a grasp at the biggest music collections in the world. The only thing is that you would need centuries to listen to all of it. 
Getting access doesn’t mean knowing what to do with it. How are we making music discovery more & more efficient at Deezer?

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dailymotion puts Big Data at the heart of their vision

dailymotion puts Big Data at the heart of their vision | Big Media (En & Fr) | Scoop.it

When people think of dailymotion, many things spring to mind. Online of videos of course. Or, even, the on-going buzz around their future ownership, including the recent news of a new Hong Kong-based investor who’s participation is expected to help them accelerate their growth in Asia. However, what truly defines dailymotion’s present and future is, rather, Big Data.

Delivering 3 billion videos to users each month coming from individuals and up to 50k content partners (including the likes of Warner Music, the NBA, and Deutsche Welle), means that they have a massive amount of data to manage and mine.  This offers both a huge challenge and opportunity for the #2 video site. They even announced a deal last year with Scality (another sponsor of our upcoming Paris Startup Job Fair) to complement their existing data storage solution.

Big Data = audacious vision and super skilled teams

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Online video companies quest for the holy grail of personalized content

Online video companies quest for the holy grail of personalized content | Big Media (En & Fr) | Scoop.it

Five years from now, a viewer will turn on his or her television and see a host of content being offered that is tailored specifically to that individual. Not just a list of cable programs that are on, but a host of selections from TV programming to OTT content, to lifestyle and shopping recommendations -- all changing to suit the time of day or even the viewer's mood, so to speak. At least, that's what content providers want to happen.

If it seems as if the latest buzzword in the OTT dictionary is personalization, that's because this aspect of content discovery is fast becoming an important component of providers' search and recommendation platforms. The term itself has been around for a few years. But as consumer demand for content continues to grow, and as both traditional operators and new OTT entrants look to stand out in the IP video space, personalization of content is now a driving concern.

The quest for true personalization

"Everyone is trying to figure out the holy grail of personalized media content," Todd Viegut, CEO of Kannuu, told FierceOnlineVideo as he described the scenario above.

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BlockFeed's geotagged approach to local news - Digiday

BlockFeed's geotagged approach to local news - Digiday | Big Media (En & Fr) | Scoop.it

BlockFeed is taking a data-driven approach to local news by geotagging news stories and presenting them based on where users are. A reader in the SoHo area of Manhattan, for example, might see articles about the area’s M&M store or about a new shop from a Chinese fashion designer or fake Louis Vuitton bags in Chinatown. These articles were pulled from Vox Media fashion site Racked, New York City real estate site The Real Deal and local news site DNAInfo.

Using location data to present local news is a departure from the approaches of traditional local news publishers, which use their own editorial judgment to tell readers what’s important. BlockFeed says personalizing the news feed based on reader location is more efficient, which in turn makes it more valuable to users.

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#programmatic #video insights Q2 2015 [Infographic] by TremorVideo | Businesswire

#programmatic #video insights Q2 2015 [Infographic] by TremorVideo | Businesswire | Big Media (En & Fr) | Scoop.it
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How Time Warner Could Turn HBO and Turner Into Virtual MVPD investing in technology and Data

How Time Warner Could Turn HBO and Turner Into Virtual MVPD investing in technology and Data | Big Media (En & Fr) | Scoop.it

Turner Data Cloud, the data management product that Turner unveiled in May, could be another key to Turner’s digital future. While Turner Data Cloud is initially being used to sell digital and linear advertising for Turner-owned networks, the investment is something that Turner could use to monetize multiscreen ads for any programming partner.

Time Warner may not launch a virtual multichannel video subscription service within the next three to five years. But if it succeeds in demonstrating that it can use dynamic ad insertion to boost revenue from original content, it could attract other programmers to its platform.

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When Wall Street Meets Cord Cutters, Investors Lose $60 Billion

When Wall Street Meets Cord Cutters, Investors Lose $60 Billion | Big Media (En & Fr) | Scoop.it

Cord-cutting millennials who shun cable TV have long plagued the entertainment industry. Now they’re wreaking havoc on Wall Street.

Media companies led by Walt Disney Co. lost more than $60 billion in market capitalization in two days on mounting evidence of shrinking demand for cable TV and networks like ESPN that make money from ads. So-called cord cutters, who quit paying for pay-TV packages of hundreds of channels and favor online streaming services like Netflix Inc., are undermining a business model that has sustained the TV industry for decades.

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Data Management Platform, faut-il se lancer ? | e-marketing.fr

Data Management Platform, faut-il se lancer ? | e-marketing.fr | Big Media (En & Fr) | Scoop.it
La DMP est le concept 'à la mode', mais ce motif n'est pas suffisant pour envisager de la mettre en oeuvre dans son entreprise. Tour d'horizon de ce qu'il faut savoir avant de se lancer.


Comment, en tant que marque, exploiter toutes les données clients éparpillées sur mes canaux digitaux - site Web, réseaux sociaux, ou, encore, app mobile - et en provenance de mes partenaires et de mes fournisseurs ? La question, récurrente, a suscité une réponse technique : en 2009, apparaissent les premières Data Management Platforms (DMP), fer de lance d'une segmentation des audiences, afin de leur adresser un message personnalisé online et offline. L'outil, performant, ne remplace néanmoins pas une stratégie data, préviennent les experts. Alors que la transformation digitale transforme en profondeur les organisations, nombreuses sont les entreprises à envisager de sauter le pas de la DMP, essentiellement pour optimiser leurs dépenses médias, mais aussi dans l'objectif de personnaliser leurs campagnes et l'expérience clients, en temps réel.

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How A Team Of Accomplished Entrepreneurs Plan To Revolutionize Your Television Experience | Techcrunch

How A Team Of Accomplished Entrepreneurs Plan To Revolutionize Your Television Experience | Techcrunch | Big Media (En & Fr) | Scoop.it

It’s a Spotify or Deezer or Netflix for your TV,” Blanc said. “There is both a sentiment of immediacy with live TV and the possibility to watch shows that already aired and that you missed. And there is everything you need around that.”

Molotov will work on all your screens — your TV, laptop, phone and tablet. Beta testing starts this summer, and Molotov will be released in France later this year with a freemium offering.

Even Molotov’s origin story sounds like Spotify’s early days as the music streaming company has struggled for years before signing content deals with music labels. “So far, the most difficult part has been negotiating with broadcast networks, making them accept a new user experience,” Blanc said. I then asked whether the product had been ready for a while. His answer was “yes.”

“Our long-term goal is that Molotov becomes your default TV screen when you turn your TV on,” Blanc said. It’s going to be a long and windy road to achieve this goal. Yet, only a team of TV veterans like this one can build a product like Molotov, and I’m looking forward to seeing whether it will stick and be a commercial success this Fall.

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TV metadata is enabling a revolution in the media business - nScreenMedia

TV metadata is enabling a revolution in the media business - nScreenMedia | Big Media (En & Fr) | Scoop.it

The need to connect people with the shows and movies they want to watch is driving the frontiers of technology innovation in media. It is a subject of critical importance as the video industry moves to unite online and pay TV distribution into a single multiple screen experience. The fate of billions of dollars in revenue rest upon it.

A new, free nScreen nSights report shows how TV Metadata underpins all of the advances in content discovery. Though the core of TV metadata has remained essentially unchanged since the 1950s, fundamental shifts in the gathering, storage and distribution of metadata are underway. These changes are in response to the needs of a rapidly evolving, and expanding, industry.

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Data Scientists and Marketers make a Perfect Team

Data Scientists and Marketers make a Perfect Team | Big Media (En & Fr) | Scoop.it

BigData scientists are becoming ever more prevalent as organisations need to process and analyse more and more data, looking for those needles in haystacks or those bits of insights and value that they can then use to transform their business, drive profits, reduce costs and serve customers better than ever before. Having data scientists work together with marketing professionals can bring massive rewards. By “listening” to the data, i.e. seeing it, feeling it, understanding it better, they can run much more effective marketing campaigns, truly understand their customers better and get to that nirvana of 1-to-1 personalised marketing instead of hitting everyone with the same generic message. Data scientists are masters in their field and have become an indispensable asset to any organisation’s marketing dept.


How can data analytics transform businesses, drive profit and reduce costs to serve customers better than ever before?

Only when a business puts data truly at the heart of its operations can it then collect, analyse and mine it for information. As a result, once they find out valuable insights that are positive, they can take an action that will effectively help them to drive more profit. Similarly, reduce costs as they might be able to detect some inefficiencies in their business.

The ability to understand and market to customers at the individual level has become so important to marketers, i.e. 1-to-1 segmentation. Of course, to do this, customers need to rely on fast analytic technology that allows businesses to consume and ingest large data volumes of all shapes and sizes and structures, analyze them and then deliver insights that the business can use to drive its operations and sales engine. So, yes, we are enabling businesses to become ever more customer-centric by using fast analytics and in-memory technology to deliver insights and intelligence that is more targeted and more personalized than ever before.


Via Pierre Levy
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Bi isn't big data and big data isn't BI

Big data is hyped, but isn't hype. There are definite technical, process and business differences in the big data market when compared to BI and data warehousi…
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Big data : données, données, donnez-moi ! #DATAGUEULE 15 [video] Prepa #BigMedia

À mesure que nos vies sont de plus en plus connectées, les données personnelles que nous émettons lors de chacune de nos activités deviennent un enjeu industriel considérable. Partons à la découverte d’un monde bâti autour du big data.

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Le Mkg face à la révolution des contenus numériques avec Aurore Domont du Figaro Medias @ Fevad Prepa #BigMedia 17Sept

Le marketing face à la révolution des contenus numériques: Le mariage de la technologie et du contenu, quelles nouvelles expériences peuvent séduire le mobinaute, le contenu payant est-il plus engageant ? Quels sont les nouveaux modèles publicitaires qui se mettent en place autour des contenus et de la data ? Quelles nouvelles possibilités pour l’annonceur ? Quelles conséquences pour la chaîne de valeur publicitaire ? Quelles transformations cela provoque dans les métiers, les activités chez l’annonceur, les agences et les régies ? Quelles sont les nouvelles expertises attendues ?

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The State of Digital Video by Luma Partners [ppt]

LUMA Partners presents “The State of Digital Video,” as presented at the VidCon conference on January 23, 2015. This presentation reviews some of the key topics discussed at the conference: the rise of digital video, the traditional TV model, and convergent video.

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Content Personalization: A Secret Driver of the Over-The-Top Revolution

Content Personalization: A Secret Driver of the Over-The-Top Revolution | Big Media (En & Fr) | Scoop.it

With vast libraries of videos, content personalization is an important part of providing users with a positive and engaging experience, rather than an overload of videos that leave users taking nearly as much time to sort through as to watch.

Content personalization engines manage this feat by leveraging big data in order to find out what data points best predict a user’s content preferences. They then collect these data points on all users and use it to offer content suggestions personalized at an individual user level.

By personalizing the content experience, OTT providers are cutting down the time users spend searching and in turn increasing time spent actually watching. This effect leads to improved user retention and higher engagement, which enables providers to extract more value from their content.

While these factors have been in place since the creation of the first content personalization engines, there are two key trends that are helping to make content personalization better than ever and more essential to a company’s success.

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Audience digitale du sport : le mobile en position de force - Offremedia

Audience digitale du sport : le mobile en position de force - Offremedia | Big Media (En & Fr) | Scoop.it
Avec plus de 4 internautes sur 10 passionnés d’information sportive sur écran d’ordinateur en mars 2015, la France s’affichait, en proportion, comme le pays champion du monde de la fréquentation digitale des sites sportifs. Cela représente un taux de pénétration de 43% de visiteurs uniques en mars 2015 contre de 37% pour les Américains, 32% pour les Italiens, 29% pour les Britanniques et 26% pour les Allemands. Selon les données de la mesure de l’Internet Global de mars 2015 publiées par Médiamétrie, 57% des internautes se sont connectés via un ordinateur, 41% l’ont fait via un mobile et 20% via une tablette.
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Turner Broadcasting launched 'new' cross-platform DMP Turner Data Cloud to enable advertisers to address custom audiences across all its properties

Turner Broadcasting is partnering with leading data management platforms to develop its own Turner Data Cloud (TDC), the company’s advanced data management platform (DMP) designed to power digital and linear advertising campaigns across the company’s portfolio of entertainment, news, sports and kids brands. Advertisers and their agencies can choose to transact directly and programmatically depending on their unique campaign goals and business objectives.

“We are building on our best-in-class data offerings through continued investment across all spaces that allow our brands and partners to better engage with consumers,” said Donna Speciale, president of Turner Broadcasting Ad Sales. “We are committed to driving business results for our advertising partners, and producing mechanisms that continue to allow for a data agnostic approach.

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Rovi Tackles T-Commerce linking TV viewers with advertisers and broadcasters

Rovi Tackles T-Commerce linking TV viewers with advertisers and broadcasters | Big Media (En & Fr) | Scoop.it

Rovi’s latest interactive program guide invention could see it make a business from helping viewers purchase products related to TV programs, including NFL apparel marketed during football broadcasts.

Menlo Park, Calif.-based engineer Steven Schein is named as inventor on a patent application published on Thursday, titled, “Systems and Methods for Linking Television Viewers with Advertisers and Broadcasters.”

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Understanding the True Value of Semantic Discovery | Multichannel (Prepa #BigMedia Paris #17Sept)

Understanding the True Value of Semantic Discovery | Multichannel (Prepa #BigMedia Paris #17Sept) | Big Media (En & Fr) | Scoop.it

Netflix values recommendations at half a billion dollars per year to the company, said Neil Hunt, Netflix’s chief product officer. That’s because most subscribers spend only 1 to 2 minutes searching for content, and if they don’t find something of interest they are likely go somewhere else, as they have so many other options to choose from. Netflix places a high value on their recommendations, and it’s clear that using semantic discovery for content recommendations is essential for the company to generate more business and to keep subscribers engaged by consuming more content.

 

What sets entertainment content apart from other products and services is that when it comes to TV shows and movies, everyone has unique tastes, and Netflix seems to understand this. For example, two people in the same demographic, and even within the same household, may want to watch different types of programming. Semantic recommendation engines understand the type of content subscribers are watching and are able to recommend content according to the individual’s tastes and mood.

 

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The Wall Street Journal is targeting its loyal subscribers with its new news digest mobile app | NiemanLab

The Wall Street Journal is targeting its loyal subscribers with its new news digest mobile app | NiemanLab | Big Media (En & Fr) | Scoop.it
The Journal's first product made truly for mobile combines its longstanding print feature "What's News" with the growing digital demands of its readers.
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How the BBC is using WhatsApp to boost engagement - WAN-IFRA

How the BBC is using WhatsApp to boost engagement - WAN-IFRA | Big Media (En & Fr) | Scoop.it

We very much started from a completely blank page because there weren’t any other news organisations doing this stuff at the time. We didn’t have anything to compare ourselves against or to see what was working elsewhere or not working and adapt accordingly,” said Trushar Barot, Mobile Editor at BBC World Service, on the BBC's integration of WhatsApp as a new method of reporting.

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