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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
social networks
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
March 18, 2013
2013 State of Journalism in America by Pew Research Center
The Pew Research Center released today the 2013 State of Journalism in America. The popularity of the printed press and the radio is in decline, while on the other hand online media is experiencing fast growth.
39% of respondents said that they saw their news yesterday from a mobile device, versus 34% in 2010. When one takes into account all digital devices, the figure is 50%, second only to watching the news on television. Traditional media are in decline for those who say that their source of information is the radio (just 33%) or the newspaper (29%). There is a growing online audience reporting that they get their news from social networks (19%), 16% by email and 8% from podcast.
The rapid growth of online information is impressive, according to the study, mainly due to access to mobile devices (31% of adults have a tablet, and 45% own a smartphone, ten points more than a year ago). More than 60% of the mobile devices owners, (whether a tablet or smartphone) watch the news on these devices at least once a week, and 36% even watch the news on a daily basis.
The most popular sites to see the news is Yahoo News, in part because of its agreement with ABCNews, followed by The Huffington Post, which has risen from fourth to second place. The New York Times lost three places in the ranking.
The HuffPo is clearly the world’s first content aggregator (reproduced stories in September: 2531), and the web site is benefiting from its interactions with Facebook and Twitter. It is followed by Dailymail.co.uk (1715), Yahoo.com (1668) and bbc.co.uk (1621).
Digital advertising revenues
In 2011, digital advertising revenues (23% of all advertising sector in the United States, where in 2011 was three points lower) are exceeding advertising revenues from newspapers. In 2016, Digital Advertising could reach 29% of the total. Although mobile advertising revenues grew by 80% compared to 2011, it only accounts for 7% of the total. According to eMarketer, in three years, it should account for 21% of total advertising revenues.
One of the problems of digital advertising media is that 64% of total revenues are concentrated in only five companies: Google, Yahoo, Facebook, Microsoft and AOL.
Video advertising grew by a huge 47% in 2012. 38% of those surveyed by Pew Research said they used the tablets to watch video once a week, 12% watch daily. Video is already the second type of advertising, but it will compete more effectively with the banner in the coming years.
Advertising revenues of the press fell last year to $22.5 billion, with $3.3 billion consisting of online advertising (15% of total). However, for every 15 dollars lost in press advertising, online only win one dollar.
Moderate optimism
For the first time since the crisis of 2007, the newspaper industry appears to stabilize. Of the 1,380 daily newspapers, 450 planned or already have adopted paid content plans, which together with rising paper prices and increased subscriptions, help stabilize the situation with the declining advertising. Newspapers are cutting the number of days of publication per week, while reducing paper newsrooms, for online expansion.
For more information see: http://stateofthemedia.org/2013/overview-5/key-findings/
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
March 4, 2013
The evolution of media consumption [infographic]
A report from InMobi found that approximately 6 in 10 consumers are now as “comfortable” with mobile advertising as they are with advertising in other mediums. Moreover, mobile ads have influenced 46% of survey respondents to actually purchase something on their mobile devices.
“Mobile devices now permeate every aspect of modern life,” suggests Naveen Tewari, CEO of InMobi. “The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”
InMobi reports that the average mobile web user consumes 7.0 hours of media daily. Mobile devices represent 26% of this time and it is quickly growing. The following infographic (by InMobi) explains the evolution of media consumption.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
February 10, 2013
It is the best time to invest more in tech stocks
According to RBC, the Information Technology stocks are often very cyclical. The companies depend on capital spending and business or consumer demand, which can be quite finicky. The stocks may also have long-term growth potential as new technologies are developed. Technology stocks are usually popular during early to mid stages of an economic expansion.
We are in the end of a recession in the USA and Canada is in an early stage of a moderate economic expansion. Mobile and social networks are driving the Internet economy.
I believe Tech stock funds might also lead the next bull market. For instance , the Vanguard Information Technology ETF has a 8.58% return in the past 3 months. The tech companies that have survived the past decade are surprisingly strong, and their stocks are relatively cheap.
Investing in technology can be very lucrative, as Bill Gates or Larry Page could tell you. But for every Microsoft or Google, there are a dozen Wang Laboratories and Digital Equipment Corporations, all of which have disappeared. The companies that have survived, however, have emerged both saner and stronger and many firms changed their business models. One of these change is that: many companies now rely as much on revenue from maintaining their existing products as they do from selling new products. Oracle is gaining greater revenue from its maintenance services. New software licenses are down, but it is still getting plenty of income from maintenance fees. Constellation Software in Canada is also getting greater recurring revenues. While some ITC firms are becoming more predictable and less risky in the long-term, many are still cyclical stocks depending on new product launches to keep the growth.
Another big change: many ITC firms have now a lot of cash and hold relatively little debt. And many technology companies have experience with deflation — a period of falling prices. Even though deflation is a relatively rare economic problem, tech prices are almost always falling. The most successful companies have learned how to make money even when cutting prices.
Many tech stocks are still cheap, and those that have survived are far stronger than they were during the 1990s.
For more tech stocks advises, such as portfolio assessment and stock selection, you can contact me.
For more information on changes in technology business models and consulting advises, you can read my chapter of a book: “Advances in Communications and Media Research. Volume 8″, with Dr. Yves Rabeau of UQÀM.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
February 6, 2013
There are around 25 to 40 startups in the Silicon Valley with a value over $1 billion
According to the NY Times, the number of privately held Silicon Valley start-ups that are worth more than $1 billion is between 25 to 40.
Among the startups in the $ billion club, there are:
-Evernote
-Airbnb
-SurveyMonkey
-Spotify
-Box
-Violin Memory
-Zscale
-Dropbox
-MobileIron
-Pure Storage
-Marketo
-DDS
-Palantir
For Phil Libin, chief executive of Evernote, ““There is no safe industry anymore, even here.” Several of those startups are in the enterprise sector.
“A year from now that might be 100,” said Jim Goetz, a partner at Sequoia Capital, a venture capital business. Sequoia counts a dozen such companies in its portfolio. It is part of what he calls “a permanent change” in the way people are building their companies and financiers are pushing up values.
Silicon Valley entrepreneurs argue that the price spiral is not a sign of another tech bubble. The high prices are reasonable, they say, because innovations like smartphones and cloud computing are disrupting some technology sectors that are already worth hundreds of billions of dollars.
Louis Rhéaume
Infocom Analysis
louis@infocomintelligence.com
Twitter: @InfocomAnalysis
January 27, 2013
For the CEO of Yahoo, Marissa Mayer, the future of search technology is about personalization
Marissa Mayer, the new CEO of Yahoo, gave an interesting interview to Bloomberg at the World Economic Forum of Davos in Switzerland this week. She suggests that the future of search technology will be mainly related to personalization of information. In the future you become part of the query in a search engine. What you are searching in the past, what you are posting on blogs and social networks will be taken into account in your search queries. She claims personalization and the importance of context of information in search engines will be more mainstream in three to five years.
Facebook just popularized its Social graph, based on social information. Similarly, Yahoo wants to develop its Interest graph where context and unknown connections between people are shared. For instance, based on an event like the World Economic Forum, the Interest graph can inform people about the presence of interesting individuals who could be sharing some particular interests with them. Whether it is for business developments, networking or leisure activities the interest graph can offer several possibilities.
For Mrs. Mayer, web technologies are evolving very quickly since 15 years. We are now in the mobile wave, with many innovations in mobiles technologies. Yahoo is using partnerships to gain access to web innovations such as mobile browser or social networks, which represent key enabling technologies.
In the future, Yahoo wants to refresh its products and services based on the web daily habits of its users: reading news, mail, video, search, watching sports, and playing games. The company intends to develop also one of its strength: user generated content such as Flickr, Yahoo Answers and Yahoo Groups.
You can see the video here.
Louis Rhéaume
Infocom Analysis
Louis@infocomintelligence.com
Twitter : @InfocomAnalysis
November 6, 2012
OOHLALA Mobile aims to become the leading mobile platform for college and university students (interview with the CEO)
OOHLALA is the mobile app for university and college students. OOHLALA help students better connect with their campus and also help campus services better engage with students. Students use the app to enhance their campus life with features such as campus maps, courses, study groups, social scheduling (find where your friends are), campus wall (share conversations and photos), and games.
Problem: Right now if you as a student want to know what’s happening on campus your choices are several Facebook groups, different campus websites etc. Information is fragmented everywhere, and we are betting that mobile the best platform to both organize this information and keep students connected on the go. User discovery is another aspect that’s broken. For example if you are sitting in class and want to connect with other students in real-time (or that cute girl in the front row), current social networks such as Facebook can’t help you as you don’t know their names (but we can).
We did an interview with the CEO of OOHLALA Mobile: Danial Jameel. OOHLALA was part of the Montreal technology accelerator FounderFuel in 2011.
Q1-OOHLALA mobile app is available in how many campus/ student organizations?
Since this semester, we are currently working with 50 campuses in Canada and United States, with another 150 to be launched during the next semester from US, Canada, UK, Singapore, France and potentially Mexico (currently in progress).
Q2-Does OOHLALA monetize with advertising? Any other source of revenue?
We put user experience and satisfaction as our top priority and generate revenues through sources that provide value to students. We currently monetize through premium features for campus services, and location based deals. We don’t do generic ads as its ruins the experience for our community.
Q3-How much money your firm has raised so far for its financing?
I can’t disclose this as yet as we are undergoing some financing, but we have raised our seed round.
Q4-OOHLALA has how many employees?
10-12 (we have some part time community managers)
Q5-What are your goals in one year?
To be the leading mobile platform for college and university students in North America and UK.
Q6-Are you planning any new or complementary product(s) and service(s) in the short-term?
Right now our focus is looking into user feedback and user metrics to optimize UX and streamline performance.
Q7- As an entrepreneur, what is your most important challenge, since you graduated from FounderFuel?
Once Demo Day ends and the hype is over, its time to get back to reality and the grind. Demo Day puts you out there in the spotlight which is great, but it also means expectations for you are much higher. The reality of most startups is that after the initial hype they need to figure out the right product to market fit and build a business model before running out of cash. This doesn’t always happen overnight and hard/smart work is required. I knew some founders who were not able to adjust the ‘you are on your own’ reality that sets in after.
On our end, we started our company at the basement library at our university where we iterated 24/7, and ate $4 pizzas to help solve student problems lol (good times). Post Demo day for us meant we could focus back on our users without distractions and on building the best product.
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
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