Présentation autour de la stratégie des réseaux sociaux en France. Quoiqu’un peu “light”, l’essentiel s’y trouve. Elle gagnerait beaucoup à intégrer des notions désormais banalisées telles que le rôle d’influenceur.
A suivre.
Suite au pilote lancé avec Citroën en 2008 auquel ont pris part plus de 100 000 foyers (génération NT) , c’est désormais chose faite, la TV d’Orange lance la publicité interactive, une première en France.
Cette forme de publicité utilise des bandeaux interactifs affichés en surimpression lors des spots diffusés sur la TV d’Orange (Orange Sport info pour le moment). Les différents formats proposés permettent au téléspectateur de rentrer directement via son téléviseur, sur un site dédié de l’annonceur.
Le spectateur peut accéder, d’un clic depuis la télécommande de son décodeur Orange, à un mini-site interactif dédié à l’annonceur dans lequel figurent des informations supplémentaires sur le produit : présentation du produit, photos et vidéos (démonstrations, interviews). Il peut aussi demander à être contacté, obtenir la liste des points de vente.
Une mesure bien plus précise de l’audience de la pub
La campagne de publicité interactive menée par Orange pour promouvoir les services interactifs de ses chaînes a donné des résultats très positifs avec notamment un taux de clic moyen sur les spots interactifs de 2,54%. La publicité interactive permet justement de passer d’une mesure passive à une toute nouvelle façon de mesurer l’efficacité du média TV, basée non pas sur l’audience mais sur l’engagement du téléspectateur (pull), à l’instar du web. Pour ce faire, Orange met à disposition des annonceurs les indicateurs nécessaires à l’évaluation du retour sur investissement, ainsi que des informations qualitatives pour mieux comprendre les attentes clients.
Spéculons…
Bien que ce soit trop tôt pour prédire son succès, on peut déjà soulever les questions de rentabilité et d’expérience client.
- La nouveauté attire ce qui pourrait expliquer le taux de clic. Sur la durée, que ressentira le client venu chercher un moment de détente privilégié devant le grand écran quand il se verra proposer d’interragir avec son annonceur préféré?
- Ce médium serait intégré au plan de communication. Quel % du CA serait investi dans ce médium ? Quelle est la part de revenu espérée?
- Mesures de la campagne : quels sont/seront les indicateurs les plus fiables? Ceux de la pub traditionnelle TV, du Web (tx de clic, de conversion), un mix des deux?
Avec un seul annonceur vendu à l’idée, inutile d’aller plus loin. On peut cependant lancer une discussion (dommage, le groupe#orangetv n’existe pas)…Merci de poster vos idées!
Posted in application, Device, Knowledge, marketing, Product Management, Strategy | Tagged advert, orange, TV | Leave a Comment »
Following the success with the trial carried out with Citroën in November 2008 across 100,000 French households, Orange is now launching its interactive TV advertising service. For the first time in France, interactive advertising campaigns are broadcast to all Orange TV customers , representing more than 2 million households.
With this new, innovative area for advertisers to convey their message, advertising campaigns use interactive banners superimposed on the screen during advertising spots. The various formats enable viewers to go directly onto the advertiser’s dedicated website via their television sets: this new form of advertising presence is called “Showcase” or “DAL” (Dedicated Advertiser Location).
Viewers can then simply click on their Orange set top box to access a mini interactive site dedicated to the advertiser, featuring additional product information: product presentation, photos and videos (demonstrations and interviews). Viewers can also ask to be contacted, request documentation, book a vehicle test drive and obtain a list of sales outlets.
Paul-François Fournier, Executive VP of Orange’s Audience and Advertising Activity, sums up his view as follows: “with this innovative technology, advertisers will have new opportunities to develop richer and more interactive forms of communication.”
Audience Tracking
To promote the interactive services available on its channels, particularly on Orange sport, Orange launched an interactive advertising campaign last summer. The campaign produced very positive results, with an average click rate of 2.54% on interactive spots.
So, for Paul-François Fournier, “at the time when advertisers are looking for more measurable and profitable forms of communication, interactive advertising indeed enables them to move from passive measurement to a completely new way of measuring the effectiveness of the TV medium, based not on the overall audience but on the viewer’s involvement, as it is the case for the web. To do this, Orange provides advertisers with not only the indicators they need to assess return on investment but also a great deal of qualitative information to better understand their customers’ expectations.”
He concludes: “the move from mass-market communication to personalised communication, thanks to interactive advertising on IPTV, enables advertisers to encourage viewers to create their own viewing experience with the brand. It’s a great step towards re-energising the TV advertising medium.”
Speculations…
Its too soon to say wether this service will take off. Lets address key issues that need investigation: ROI and client experience .
- Innovation triggers repeat trials especially on a free basis which may explain the clic rate. Once the novelty effect wears off, will the client continue to turn to his prefered advertiser? TV is, after all, a hassle-free moment.
- This medium will be integrated to the mast comm strategy. How will that measure in with revenus, what % of revenue will be engaged in this medium?
- Campaign results: what are or will be the most reliable metrics? Will clics be the reference ?
With only one advertiser sold to the idea, I fall in the trap of too-easy theories. We can however launch a discussion (unfortunately, #orangetv doesn’t show) pas)…Thxs for posting your ideas!
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This post is about ROE (return on experience), no consulting powow, no secret formulas to increasing follows. I’ll leave that to others. 
While some have begun criticizing Twitter Land, comparing it to a broadcast platform, others, like me, are still in learning mode. As a latecomer (Dec 08′), I could easily see what all the buzz was about. Getting the latest content in no time without having to search obsolete data bases or make a few phone calls or ask a researcher to do this one special favour.
Having this said, long-time users of forums, IM, Web messaging, data queries, surely found their way around this free service in a few clics. Take one or two contacts in your professional entourage and off you go. Just like on Facebook, you eavesdrop in your contact’s list and schmooze a little with flashy tweets, RTs. It’s a virtual “after-hours”.
The following outlines my observations and views.
Continue Reading »
Posted in application, blog, real-time, social marketing, social network, Strategy, Tools | Leave a Comment »
Latest research shows that only 25% of employees are passionate of their jobs. John Hagel (@jhagel) from Deloitte addresses the hard facts in this interview : large organization silos, lack of knowledge sharing with top suppliers/clients/community are some of the key factors. A must listen.. http://http://blip.tv/play/hOh6gbSuMQI%2Em4v
Posted in HR, Knowledge, Management, Strategy | Leave a Comment »
