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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.


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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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Can You See Me Now: Apple iPhone's Facial Recognition Excites Brands

Can You See Me Now: Apple iPhone's Facial Recognition Excites Brands | Big Media (En & Fr) | Scoop.it
Apple revealed the iPhone X, its next-generation device packed with high-tech add-ons like Face ID, which recognizes a person's face to unlock the phone.
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Getting To The Holy Grail: How Publishers Measure The Incremental Value Of Ad Tech Partners | AdExchanger

Getting To The Holy Grail: How Publishers Measure The Incremental Value Of Ad Tech Partners | AdExchanger | Big Media (En & Fr) | Scoop.it
If a new ad tech partner generates $50,000 in revenue for a publisher, is it safe to assume that gross revenue will increase by the same amount?

Publishers that unify their analytics and rigorously test those partners increasingly are finding that the answer is no.

“There is no such thing as purely incremental revenue,” said LittleThings Chief Digital Officer Justin Festa. “Everything you add is going to come at the expense of something else. Understanding what those things are will help you understand how well that partner is doing.”
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How Artificial Intelligence benefits companies and ups their game [Prepa #BigMedia]

How Artificial Intelligence benefits companies and ups their game [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Artificial intelligence-driven technology revolution is expected to impact all sectors. Some firms have already deployed AI solutions and are reaping the benefits
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M6 met au point une nouvelle arme pour rendre la pub plus efficace #AI #Semantic #Sentiment [Prepa BigMedia]

M6 met au point une nouvelle arme pour rendre la pub plus efficace #AI #Semantic #Sentiment [Prepa BigMedia] | Big Media (En & Fr) | Scoop.it

La chaîne a développé des méthodes d'analyses qui définissent seconde par seconde l'émotion dominante suscitée par ses programmes. L'idée étant évidemment de mieux cibler les attentes des annonceurs.

Lancer la bonne publicité au bon moment: c'est l'obsession des publicitaires pour garantir que le message d'une marque sera parfaitement mémorisé par le consommateur. "Si on peut avoir un spot qui colle à l'émotion dans lequel est le téléspectateur, on augmentera l'efficacité de la campagne", avance Guillaume Charles, directeur général adjoint de M6 publicité. La chaîne a ainsi co-développé avec une start-up une intelligence artificielle qui va analyser tous ses programmes pour les classer en fonction des émotions qu'ils provoquent. D'après la chaîne, il s'agit d'une première mondiale.

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Simulmedia: Performance Is the Future of TV | ANA [Prepa #BigMedia]

Simulmedia: Performance Is the Future of TV | ANA [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it

How to change your mindset, improve ROI, and give your marketing team a data-driven advantage

In 1935, Austrian physicist Erwin Schrödinger developed a thought experiment involving a cat, a flask of poison, and a radioactive element in a closed box. Without getting too deep into the quantum physics, Schrödinger posits that as long as the box is closed, we can think of the cat as being simultaneously both alive and dead.

Now apply that thinking to TV advertising. If a campaign delivered 50 GRPs but didn't have a mechanism for measuring ROI, did it simultaneously overperform and underperform? For years, marketers didn't have the tools to provide an answer. Today they do, but despite the emergence of reliable, data-driven solutions that reveal a campaign's true impact on sales, app downloads, website conversions, or other performance metrics, many marketers still rely on the inferred results derived from applying GRPs to a media mix model. To put it another way, maybe they're afraid that if they open the box, all they'll find is a dead cat.

For forward-thinking marketers who have already opened that box, the adoption of a performance mindset has resulted in both meaningful short-term gains and positive long-term changes that are driving company growth. The good news for more traditional brand marketers is that the pivot doesn't carry as much executional risk as they might think.

Across the industry, change is already happening. The April 2017 Credit Suisse report "The Future of Advertising" predicts that 60 percent of brand marketers will be spending money on data-optimized, targeted TV advertising within two years. Given how well it works, the other 40 percent probably won't be far behind. While GRPs are a useful benchmark, the future of TV measurement is data-driven performance.

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Common GDPR myths, debunked - Digiday

Common GDPR myths, debunked - Digiday | Big Media (En & Fr) | Scoop.it
A flurry of "GDPR experts" have surfaced over the last year to help businesses navigate the forthcoming European data privacy laws. We debunk the myths.
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Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising [Prepa #BigMedia]

Media Companies and Buyers Are Finally Getting Serious About Data and Audience-Targeted Advertising [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it

Upfront surge bodes well for fall’s scatter market, and OpenAP’s beta launch should accelerate deals

Data-based advertising helps target audiences outside of Nielsen’s traditional age and gender demos.
Animation: Dianna McDougall; Source: Getty Images
This year’s upfront market ended up being far healthier across the board than many had anticipated. Yet no sector was stronger than data-based advertising, which uses data sets from buyers or marketers to target audiences outside of Nielsen’s traditional age and gender demos that make up the C3 and C7 currency. All of the companies with robust data offerings—including NBCUniversal, Turner, Fox Networks Group and Viacom—saw substantial increases in their data-based transactions. Fox’s upfront included 40 percent gains in offerings like its Audience Insights Manager, while Turner doubled its upfront revenue commitments for its Audience Now platform. “To me, that means that we’re not just in testing mode anymore,” says Turner Ad Sales president Donna Speciale. “It’s becoming part of their media mix.”

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IA Revolution, Futur des médias

IA Revolution, Futur des médias | Big Media (En & Fr) | Scoop.it
C’est LE sujet qui déchaîne les passions : depuis quelques mois, l’IA est sur toutes les lèvres. Pour les médias, elle vient avec son lot de promesses et de… nouveaux défis.
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Alliance Gravity recrute deux ex-La Place Media avec Fabien Magalon nommé Directeur général et Edouard Letort comme Directeur Produit | Offremedia [Prepa #BigMedia]

Alliance Gravity recrute deux ex-La Place Media avec Fabien Magalon nommé Directeur général et Edouard Letort comme Directeur Produit | Offremedia [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Fabien Magalon, jusqu’à présent Head of Publishers Solutions de Facebook pour l'Europe du Sud et Centrale, l'Amérique du Sud et Centrale, va prendre la direction générale de Gravity, l’alliance data de 20 groupes média lancée en juillet dernier et qui rentre en phase opérationnelle. Il a pour mission d’assurer le développement et la commercialisation de la plateforme.
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The world’s most valuable resource is no longer oil, but data The Economist [Prepa #BigMedia]

The world’s most valuable resource is no longer oil, but data The Economist [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
The data economy demands a new approach to antitrust rules


Print edition | Leaders
May 6th 2017
A NEW commodity spawns a lucrative, fast-growing industry, prompting antitrust regulators to step in to restrain those who control its flow. A century ago, the resource in question was oil. Now similar concerns are being raised by the giants that deal in data, the oil of the digital era. These titans—Alphabet (Google’s parent company), Amazon, Apple, Facebook and Microsoft—look unstoppable. They are the five most valuable listed firms in the world. Their profits are surging: they collectively racked up over $25bn in net profit in the first quarter of 2017. Amazon captures half of all dollars spent online in America. Google and Facebook accounted for almost all the revenue growth in digital advertising in America last year.

Such dominance has prompted calls for the tech giants to be broken up, as Standard Oil was in the early 20th century. This newspaper has argued against such drastic action in the past. Size alone is not a crime. The giants’ success has benefited consumers. Few want to live without Google’s search engine, Amazon’s one-day delivery or Facebook’s newsfeed. Nor do these firms raise the alarm when standard antitrust tests are applied. Far from gouging consumers, many of their services are free (users pay, in effect, by handing over yet more data). Take account of offline rivals, and their market shares look less worrying. And the emergence of upstarts like Snapchat suggests that new entrants can still make waves.
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Collaboration Can Overcome Fragmented Audiences: Itw Comcast Cable President Marcien Jenckes [video] Beet.TV [prepa #BigMedia]

Collaboration Can Overcome Fragmented Audiences: Itw Comcast Cable President Marcien Jenckes [video] Beet.TV [prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Can industry optimism and collaboration defeat fragmentation? From the viewpoint of Marcien Jenckes, the answer is a resounding yes. Jenckes, who is…
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Sky’s Addressable TV Platform Aims To Be ‘Easy And Transparent’, says Group Director Jamie West – Beet.TV [Prepa #BigMedia]

Sky’s Addressable TV Platform Aims To Be ‘Easy And Transparent’, says Group Director Jamie West – Beet.TV [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Sky TV is developing a portal for advertisers to plan their addressable television campaigns. Just don’t say it’s about “biddable” inventory.

To Jamie West, Group Director of Advanced Advertising at Sky, programmatic transactions in the broadcast world are about automation. The notion of biddable inventory is not “particularly relevant for a broadcast world,” West says in this interview with Beet.TV at the 2017 DMEXCO advertising and trade show.

Like other traditional broadcasters, Sky has made a big push to enable advertisers to do business with its various platforms via whichever means they desire. Hence the continued evolution of its AdSmart addressable platform, Sky Advance cross-screen offering and Sky Analytics media planning and transaction tools.

With AdSmart, current efforts involve building out the reach and targeting capability and easing the friction in the transaction funnel. “The feedback from the market has been ‘you’ve got to make it easy and transparent for the market to use.’ That’s one of the things that we’ve been focusing on for the last few months,” says West.
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Comcast puts its OTT play Watchable on life support - Digiday

Comcast puts its OTT play Watchable on life support - Digiday | Big Media (En & Fr) | Scoop.it
Two years ago, Comcast launched Watchable, a streaming video platform focused on delivering the best of web video. Watchable was Comcast’s first foray into web video, an area the cable operator had a growing interest in as companies such as BuzzFeed, Refinery29, Vice and Maker Studios were getting a lot of attention. This included funding original shows made by some of these digital publishers and video stars.

Two years later, with small viewership and very little traction in the increasingly cluttered streaming landscape, Watchable is getting out of the original series business and might shut down its consumer streaming video platform altogether.

Watchable no longer plans to fund original content, according to three sources — including two companies that have sold original video series to Watchable and one company that had conversations with Watchable about producing a show for the platform. What’s more, contracts for Watchable’s original content team are set to expire at the end of next month, added one source. Comcast has not made a decision on whether the team will be let go or repositioned elsewhere within Comcast, said a source at the company. While it isn’t as big and didn’t spend as much money as Verizon’s Go90, Comcast’s original content team was responsible for nearly 30 exclusive short-form shows distributed on the platform over the past year.
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Why the future of deep learning depends on finding good data [Prep #BigMedia]

Why the future of deep learning depends on finding good data [Prep #BigMedia] | Big Media (En & Fr) | Scoop.it

We’ve already taken a look at neural networks and deep learning techniques in a previous post, so now it’s time to address another major component of deep learning: data — meaning the images, videos, emails, driving patterns, phrases, objects and so on that are used to train neural networks.

Surprisingly, despite our world being quite literally deluged by data — currently about 2.5 quintillion bytes a day, for those keeping tabs — a good chunk of it is not labeled or structured, meaning that for most current forms of supervised learning, it’s unusable. And deep learning in particular depends on a steady supply of the good, structured and labeled stuff.

In the second part of our “A Mathless Guide to Neural Networks,” we’ll take a look at why high-quality, labeled data is so important, where it comes from, how it’s used and what solutions our eager-to-learn machines can expect in the near-term future.

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M6 Publicité propose une offre de ciblage émotionnel en linéaire et en replay | Offremedia [Prepa #BigMedia]

M6 Publicité propose une offre de ciblage émotionnel en linéaire et en replay | Offremedia [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Proposer à un annonceur de délivrer son message de marque au moment où l’audience est la plus réceptive à son spot, en fonction d’une émotion recherchée, tel est l’objectif de l’offre de ciblage émotionnel de M6 Publicité.
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Feu vert européen à la constitution d’EBX par TF1, Mediaset et ProSiebenSat.1 [prepa #BigMedia]

Feu vert européen à la constitution d’EBX par TF1, Mediaset et ProSiebenSat.1 [prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Le trio était suspendu depuis juin dernier à la décision de la Commission européenne. Celle-ci a ainsi donné son feu vert jeudi à la création à parts égales de la régie European Broadcaster Exchange (EBX) par les groupes TF1, Mediaset et ProSiebenSat.1, nous a-t-on effectivement confirmé chez TF1 Publicité. La nouvelle entité aura pour objectif de proposer des campagnes vidéo paneuropéennes en mettant l’accent dans un premier temps sur les campagnes vidéo programmatiques. Les trois groupes vont pouvoir maintenant constituer le management d’EBX qui sera basé à Londres. Dans les faits, chacune des parties prenantes mettra à disposition ses inventaires vidéo, « avec la garantie d’un environnement publicitaire premium et 100% brand safe », assuraient les trois groupes lors du lancement du projet.
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Media Companies Must Reimagine Their Data for a Digital World [Prepa #BigMedia]

Media Companies Must Reimagine Their Data for a Digital World [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
Five years ago, a media company CIO who said that data was media’s future would have received little support. The competitive landscape then was not the same as it is today, and boards of directors didn’t appreciate the severity of the digital threat. Even if a visionary CEO had decided to fund such a project, finding the right talent to execute it might have been impossible.

Times have changed. Media companies must recognize that adopting a new approach to data management is not only necessary but an imperative of the first order. If print companies don’t offer digital books and magazines, if broadcasters don’t offer vastly more video content on demand, and if all of them don’t capture data about their customers and provide personalized service—and go much further in imagining the future—they won’t survive.
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The GDPR will help or hurt publishers, depending on who you ask - Digiday

The GDPR will help or hurt publishers, depending on who you ask - Digiday | Big Media (En & Fr) | Scoop.it
The answer to whether GDPR will help or hinder publishers depends on who you ask.
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A media house commercialized its own data and developed a tool for everyone else to do it too [Prepa #BigMedia]

A media house commercialized its own data and developed a tool for everyone else to do it too [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it
The booming data business of a Finnish media house was launched as a company of its own. The new company, Data Refinery Ltd., commercializes data in Finland and aims at international markets where it has seen a promising start in the Nordic countries.
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IFA Berlin : un brin de nostalgie, beaucoup de modernité (#gaming, 8K, #IA, #AR, robots, #audio...) via MetaMedia

IFA Berlin : un brin de nostalgie, beaucoup de modernité (#gaming, 8K, #IA, #AR, robots, #audio...) via MetaMedia | Big Media (En & Fr) | Scoop.it

Le son, l’audio sont aussi de plus en plus privilégiés.

Casques, enceintes, écouteurs, oreillettes sans fil, sont archi travaillées et très demandées par le public.

Les assistants vocaux équipent les enceintes acoustiques afin d'augmenter leurs usages potentiels (JBL, B&O par exemple). Le secteur de l'audio couvre chez Sony des surfaces de stand beaucoup plus importants que la TV.

Les constructeurs audio sont adulés où même carrément rachetés comme Harman par Samsung, on y voit ainsi la marque AKG sur le stand de Samsung, JBL chez TCL, Bang et Olufsen chez LG, le même LG qui a été avec son smart phone star du salon, le V30, résolument orienté audiophile.

Le retour des platines, notamment celles de Technics et d’une tendance retro design des années 70 est confirmé ! Panasonic, Sony, Lenco, Thomson, mettent ses objets au centre des stands.

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Watson Media takes to the court at US Open - Enterprise Times

Watson Media takes to the court at US Open - Enterprise Times | Big Media (En & Fr) | Scoop.it
IBM shows off Cognitive Highlights as the first major solution under the Watson Media brand as the 2017 US Open Tennis tournament gets underway 
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AI for Sports: Personalize the Fan Experience. What the Big Game Might Have Looked Like with Watson [Prepa #BigMedia]

AI for Sports: Personalize the Fan Experience. What the Big Game Might Have Looked Like with Watson [Prepa #BigMedia] | Big Media (En & Fr) | Scoop.it

While the audience for the biggest football event of the year—111 million strong—was on par with previous broadcasts, the game itself posted its lowest ratings in the past three years. Coming off of a less-than-stellar regular season, which saw a 9 percent drop in ratings, it’s safe to say that viewers felt something was lacking.

One factor that might account for this dip is a lack of personalized content and opportunities for interactivity. Everyone saw the same game in the same way, and while that may have been the standard up until now, artificial intelligence is raising the bar.

IBM Watson is no stranger to the sports world. Just this year Watson did sports highlights analysis and assembled highlight reels for the Master’s Tournament. It also predicted match outcomes during Wimbledon. And had Watson had a hand in the biggest football game of the year, FOX may have been able to deliver a more engaging broadcast for viewers—and even been alerted to lulls in audience attention to counteract them in real time. Artificial intelligence has the power to change the live broadcasting game. Here’s a closer look at what the NFL’s big game might have looked like with Watson in play. 

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Google, like Facebook, unfurls subscription tool for publishers

Google, like Facebook, unfurls subscription tool for publishers | Big Media (En & Fr) | Scoop.it
Alphabet’s Google is developing new tools designed to boost subscriptions for news publishers.
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Nielsen adds Facebook, Hulu, YouTube to digital measurement scheme

Nielsen adds Facebook, Hulu, YouTube to digital measurement scheme | Big Media (En & Fr) | Scoop.it
Giving the video industry a better insight in online video, Nielsen will begin crediting video content distributed on Facebook, Hulu and YouTube within its Digital Content Ratings.
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