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“Google gagnera la bataille de la publicité en ligne contre Facebook” est disponible sur LesNews.ca
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
April 26, 2013
Selon Forrester, Google va gagner la bataille de la publicité en ligne contre Facebook
Nate Elliott, vice-président et analyste principal chez Forrester, était un conférencier vedette à Intracom 2013, qui se déroulait jeudi à Montréal. Ayant débuté sa carrière sur le web en 1995, il est considéré comme un pionnier dans l’industrie des stratégies interactives. Nate Elliott aide les entreprises à élaborer des stratégies de marketing interactif, en particulier les chaînes de marques tels que les médias sociaux et la publicité vidéo en ligne. Ses clients viennent de presque tous les secteurs – y compris les biens de consommation, les produits pharmaceutiques et les services financiers – et de partout dans le monde.
Sa conférence s’intitulait : « Affinité, intention et la répartition du budget marketing – Évaluer comment Facebook aura un impact sur votre commercialisation » Selon M. Elliott chaque jour, des milliards de recherches se font sur Google, et dans le processus, ils créent ce que John Battelle a qualifié de «base de données des intentions»: un enregistrement massif des désirs du monde qui aide l’entreprise à générer des dizaines de milliards de dollars de recettes publicitaires. Facebook, peut-être la seule autre société qui a recueilli autant de données que Google, n’a pas eu la même chance jusqu’à présent de convertir ses données en dollars. Pourquoi ? Parce que contrairement à Google, Facebook a involontairement construit une « base de données de l’affinité»: un record massif de ce que les gens aiment plutôt que ce qu’ils ont l’intention de faire.
Valeur des bases de données
Selon M. Elliott, la base de données de l’affinité est potentiellement aussi précieuse que la base de données des intentions – mais ni Facebook ni les responsables du marketing n’ont réussi à trouver la façon de faire ou de mesurer cette valeur.
M. Elliott soulève l’importance de l’analyse des données pour avoir une campagne de publicité mieux rentable en ligne, ou dans les médias traditionnels. Il donne l’exemple de Ford et de ses modèles de camions « pickup ». Dans les annonces à la TV, on voit toujours des cowboys ou des gens très masculins qui font plusieurs activités de construction. Or, selon M. Elliott 40% des clients qui achètent ces camions sont en fait des femmes et plusieurs clients sont aussi des professionnels à « cols blancs ». Ford ne fait pourtant aucune publicité pour rejoindre ce large public. L’analyse des bases de données permet de mieux cibler les campagnes de publicité et d’avoir une meilleure rentabilité en rejoignant les segments les plus importants de sa clientèle. La publicité en ligne le permet.
Selon un sondage de Forrester, l’importance des médias sociaux est un phénomène mondial en très forte croissance. Ainsi, il y aurait entre autre: 83 milliards de « J’aime » sur Facebook par mois, 12 milliards de tweets par mois et 6 million de critiques sur Amazon par mois.
Les engins de recherche comme Google permettent non seulement de développer une base de données des intentions (catalogue des désirs ou intentions d’achats en observant les comportements de recherche en ligne) mais aussi une base de données d’affinités (préférences ou désirs de connecter avec des gens, produit, chose ou marque). Cette dernière est plus émotionelle, exprimée par un plus grand degré d’engagement sur des années, et qui favorise les annonceurs de marques.
Google a beaucoup plus de succès pour monétiser ses données avec des revenus de publicité de 50 milliards $ en 2012, par rapport à 5 milliards $ pour Facebook. Google est mieux positionné à cause que :
- La firme est en mesure d’utiliser ses données de recherche mondiales,
- Elle a de bons outils d’analyses pour faire du sens avec ses données, et
- Ses formats de publicités (incluant la vidéo et YouTube) peuvent mieux créer un impact avec les marques.
La leçon à retirer est que pour les annonceurs, Google est la meilleure plate-forme pour une campagne de publicité en ligne et qu’il faudrait limiter plus son budget de publicité sur Facebook. Pour en savoir plus sur la valeur des bases de données en publicité, lisez l’article: 8 Fast Growing Infomediation Players sur Seeking Alpha.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter : @InfocomAnalysis
April 6, 2013
Rovio, the Angry Birds owner, has 100% growth in 2012 and wants to become the next Disney
Rovio just reported that revenues have doubled in 2012, due to strong game and consumer-product sales. Rovio Entertainment is producing Angry Birds and several other mobile games. Revenues reached around $195 million, up 101 percent from $97 million in 2011. Earnings before interest and taxes are up 50 percent from $60.2 million in 2011 to $98.5 million in 2012. Headcount doubled to 518 employees.
According to Rovio CFO, Herkko Soininen: “We doubled our revenue with an EBIT margin of 50%, more than doubled our headcount, established new offices, and a new business ventures unit. Also, to protect our own, as well as our partners’ and our fans’ interests, we continue to invest heavily in brand protection globally.”
In 2012, Rovio successfully launched four major mobile games: Angry Birds Space, Amazing Alex, Bad Piggies, and Angry Birds Star Wars. Sales of these games, along with in-app advertising, were two of Rovio’s major revenue streams.
The other major area of growth is Rovio’s consumer products line of toys, branded peripherals, and smartphone cases. The derivative products division more than tripled in revenues and now generates nearly 45 percent of its total revenue. A new important milestone is the active-monthly-user count that now past the quarter billion mark.
Rovio CEO, Mikael Hed suggests: “Rovio has grown from a phenomenon to a very successful global business. In 2010 we set out to build an entertainment company and after last years performance we are on a strong path to achieve our goal.”
Rovio wants to become a worldwide content and merchandise powerhouse with a series of new titles, consumer products, and entertainment releases in the works. The company is inspired by Disney’s business model. It is also working on an Angry Birds cartoon, and also a movie for 2016.
“We have had a stellar start for this year,” said Hed. “In addition to our successful games portfolio, we recently launched our first Angry Birds Toons series through third-party partners and our own in-game distribution channel. We will continue to strengthen our position in the entertainment business through continuing to innovate on our existing brands, exploring creating new IP as well as exploring opportunities with external parties.”
Louis Rhéaume
Infocom Analysis
Louis@infocomintelligence.com
Twitter : @InfocomAnalysis
March 7, 2013
2013 Canada Digital Future in Focus
comScore just published a new report on 2013 Canada Digital Future in Focus. The highlights are:
- Canada continues to be a leader in engagement, with users spending more than 41 hours per month online on their desktop computers, representing the 2nd highest engagement across the globe. Canada ranks 1st in terms of monthly pages and visits per visitor.
- Online video is of growing importance to the digital ecosystem as long-form viewing and premium programming migrates online. Canadians rank 2nd worldwide in terms of monthly hours of video viewing (25) and number of videos per viewer (291). The Entertainment category saw the largest growth in number of videos viewed versus year ago.
- The digital ad market is healthy and growing in Canada, with 724 billion display ad impressions in 2012, up 17 percent year-over-year. Social Media, Entertainment and Portal sites continue to account for the highest share of impressions.
- The rapid adoption of internet-enabled devices is contributing to a more fragmented digital media landscape. Smartphone subscribers grew by 17 percent in 2012, with Google Android now accounting for 40 percent of the market. Subscribers watching video on their mobile phones has increased 21 points in the last year, while search is the fastest-growing mobile content category.
- Social Media players are increasing their visitor base and engagement, while Facebook maintains its strong lead in the category. There are several rising stars to watch in 2013 – Twitter, LinkedIn, Tumblr, Pinterest and Instagram are all seeing strong visitor growth rates.
- Major industry verticals are experiencing growth in digital channels. Retail e-commerce reached $22.3 billion dollars in Canada in 2012, up 10 percent versus year ago. Banking and Automotive content consumption and digital advertising are also experiencing gains across both desktop and mobile channels.
To download a complimentary copy of the 2013 Canada Digital Future in Focus report, visit: http://www.comscore.com/FutureinFocus2013
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
October 10, 2012
Comment faire sa marque dans un monde dominé par Apple et compagnie, est disponible sur LesNews
Entrevue avec Marcel Côté de SECOR (acquis par KPMG) sur la gestion de l’innovation dans les industries des technologies de l’information es des communications (TIC). Conseils pour les entrepreneurs et gestionnaires.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
October 5, 2012
Strategy Expert Marcel Côté on Platforms, Apps, and the Over-emphasis of Innovation is available on Techvibes
Second part of an interview with Marcel Côté of SECOR about innovation in the Information and Communications Technology industries (ICT).
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
October 3, 2012
“How Can Facebook Be Successful Long-term When Its Predecessor Lasted Just Five Years?” is available on Techvibes
Interview with Marcel Côté of SECOR on innovation in the Information and Communications Technology (ICT) industries.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
@InfocomAnalysis
June 22, 2012
3 stocks expected to gain from the 2012 Internet Trends of Mary Meeker from Kleiner Perkins
According to Mary Meeker, partner at Kleiner Perkins, the magnitude of upcoming Internet changes will be stunning: “We are still in spring training”. She suggests those Internet trends:
- Nearly Ubiquitous High-Speed Wireless Access in Developed Countries
- Unprecedented Global Technology Innovation
- Ultra Competitive Markets for Mobile Operating Systems + Devices
- Broadly Accepted ‘Social Graphs’ / Information Transparency
- Fearless (& Connected) Entrepreneurs
- Difficult ‘What Do I Have to Lose’ Economic Environment for Many
- Available (& Experienced) Capital
- Fearless (& Connected) Consumers
- Inexpensive Devices / Access / Services (Apps)
- Ability to Reach Millions of New Users in Record (& Accelerating) Time
- ‘Social Emerging as Starting Distribution Point for Content,’ (Brian Norgard, Chill)
- Aggressive (and Informed) ‘On My Watch’ Executives at ‘Traditional’ Companies
- Unprecedented Combo of Focus on Technology AND Design
- Nearly ‘Plug & Play’ Environment For Entrepreneurs – Marketplaces / Web Services / Distributed Work / Innovative Productivity Tools / Low ‘Start Up’ Cost
- Beautiful / Relevant / Personalized / Curated Content for Consumers
It appears that the historical wealth creation in tech companies has been very concentrated. Thus, around just 2% of companies in tech IPOs accounted for around 100% of net wealth creation in the 1,720 Tech IPOs in USA, for the period 1980-2002. Source: The Technology IPO Yearbook: 9th Edition – 23 Years of Tech Investing, Morgan Stanley. Thus, picking winners in tech IPO is very uncertain.
Internet and mobile advertising
Internet ad spending represents around 22% of total ad spend. It is catching up with time spent online, 26% of total media time. That ratio is fairly comparable to old mediums like TV (43/42) and Radio (15/11). However, the discrepancy time spent on mobile online with mobile advertising is still huge (10 vs 1%). According to Meeker, there is a $20B+ opportunity just in USA both for Mobile and Internet advertising.
Internet advertising revenues for the first quarter of 2012 set a new record for the reporting period at $8.4 billion, according to the latest IAB Internet Advertising Report from the Interactive Advertising Bureau (IAB) and PwC U.S. It is the highest first-quarter revenue ever measured by the IAB and PwC and a $1.1 billion–or 15 percent increase–over the $7.3 billion figure reported in the first quarter 2011.
“More online consumers than ever are taking to the internet to inform and navigate their daily lives—by desktop, tablet or smartphone,” said Randall Rothenberg, President and CEO, IAB. “Marketers and agencies are clearly–and wisely–investing dollars to reach digitally connected consumers.”
“Digital media captures consumers’ imaginations, and marketers increasingly turn to interactive advertising to successfully speak to their customers,” said Sherrill Mane, Senior Vice President, Research, Analytics & Measurement, IAB.
“The year-over-year growth between Q1 2011 and Q1 2012 sets quite a milestone,” said David Silverman, Partner, PwC U.S. “Moreover, a 15 percent increase over the comparable period in 2011 is a solid affirmation the internet is delivering on its promise to attract consumers and the advertising dollars that follow.”
The following chart tracks first quarter ad revenue since 1996; dollar figures are rounded.
Who could benefit from this $20B+ opportunity in the USA?
I can name some three important players: Google (GOOG), Milllennial Media (MM) and Facebook (FB).
- Those firms are offering Beautiful / Relevant / Personalized / Curated content for consumers through tailored advertising, on both fixed Internet and mobile Internet.
- Those advertisers can play the role of efficient infomediation players.
- Millennial Media just had its first public quarter. The price of the stock is down 67% from day 1 of the techy IPO.
- Google has an attractive P/E ratio of 17X and has around 90% of its revenue from advertising. Google is largely dominating mobile search with a market share above 95%.
- Facebook stock is up 20% in the last 2 weeks. For the potential and challenges of Facebook you can see this Seeking Alpha article.
Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
June 14, 2012
New chapter of a book on technology business models now available
Our new chapter on the redefinition of technology business models is available online at Nova Science Publishers.
https://www.novapublishers.com/catalog/product_info.php?products_id=25245
Notre nouveau chapitre sur les modèles d’affaires en technologie est maintenant disponible en ligne.
Rethinking North American Telephony Business Models in the Age of Turbulence
By : Louis Rhéaume, TELUQ and Infocom Intelligence; Dr. Yves Rabeau, UQÀM
Date, June 2012
Abstract.
Since the mid-90’s the telecom industry went into a period of sustained disruptive innovations which combined with deregulation led to a lot of turbulence and a sometimes difficult redefinition of business models. A true Schumpeterian wave of innovation enhanced by competition leads to creation of wealth as an unprecedented investment boom occurred in telecommunications sustained by overly optimistic and sometimes fraudulent forecasts of Internet traffic. But it also led to wealth destruction when the financial bubble ended in a stock markets crash in 2000, whereas several telecom companies went bust weakened by debts, substantial overcapacity and a loss of market power. It then became clear that traffic growth did not translate necessarily into revenue growth. As overcapacity eased in the 2000’s and telecom companies painfully restructured, the wave of innovation went on. Particularly, VoIP definitely made long-distance wireline service and dial-up ISP commodities. The telephony industry is moving from a transport sector toward a service sector as information technologies are at the heart of all business models in the world economy.
Louis Rhéaume
Infocom Intelligence
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
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