Three-screen video: an interview with Charles Jouvin from Prisma Media Solutions
1/ The Prisma Media group has just added Médiamétrie’s three-screen video audience measurement. How are the initial results looking?
Our video offering was seen by 18 million unique* visitors in April 2019, which makes Prisma Media one of the top-ranking stakeholders measuring their audiences through Médiamétrie//NetRatings.
Now more than ever, video is a priority format for Prisma Media: Thanks to eight integrated studios to bring alive our brands and theme-based content, we produce over 5,000 videos per month. This format is very popular with our audience, with these videos being watched up to 350 million times each month, either on our websites or on social media. Imagine, if you will, that in the course of one year, one internet user will have watched on average around 100 videos offered by the Prisma Media group... no mean feat for a “press” group, is it?
This success means that a quarter of our digital turnover is achieved through online videos.
2/ What challenges does the immediate future hold for the monetisation of video formats?
Monetisation is a priority, of course. The first challenge will be to continue to include our partners in video header bidding. Prisma Media is the first publisher to roll out header bidding on its programmatically purchased video campaigns. This process, which puts the various purchasers in immediate rather than successive competition, enables us to optimise monetisation.
For advertisers, this means direct access to our inventories, while for users, it means decreased lag time and therefore a better browsing experience. Everyone’s a winner!
Another challenge will be to support our clients to ensure the effectiveness of their digital copy. Firstly, by working on the UX and the contextual integration of campaigns. This could involve, for example, the gradual widespread adoption of the Digital Ad Trust label on the display and video for all of our websites, by creating enhanced contexts and through an enormous amount of work by our IT colleagues in order to optimise the websites and make the experience as smooth as possible.
We are also working on the effectiveness of the formats by identifying the keys to media performance through continuous consideration of marketing in order to measure the optimisation levers (single format or for a TV-linked campaign, for instance).
Finally, we are thinking about creative advertising: Digital is now a huge thing on mobiles, with codes and requirements that are becoming increasingly disassociated from the reflexes imposed by TV formats, for example.
3/ More and more stakeholders are throwing themselves into the creation of audio content. What are Prisma Media’s plans in this respect in the coming months?
Whether the format is video, audio, photographic or even text, the issue for Prisma Media is knowing how our content can continue to be even more firmly rooted in people’s day-to-day lives in order to stoke their interests with seamless narration.
For audio, for instance, we are developing skills for voice assistants that offer a highly service-based approach (TV programmes, cocktail recipes, the meaning of forenames, etc.). We are also working on podcasts, which fuel, in a very relevant way, our brands’ commitment to the reader: “Les génies du numérique” by Capital, “Ma vie avec… “ by Ça m’intéresse, “Sounds of Science” by Maxisciences, to name just a few! These highly anticipated meetings enable us to strengthen the relationship with our targets and to propose new approaches to our advertisers. Our adventure is only just beginning... these new narrations are listened to one million times per month across all of the platforms.
4/ And what about video?
We have just launched the Video Awards, in partnership with our brands Télé-Loisirs and NÉON, to recognise the video talent of the future (video makers, YouTubers or influencers). Regarding social media (where our videos are watched more than 100 million times each month), we are testing out new formats such as “Tell Me More” interviews or “Pourquoi ?” (Why?) reviews.
The video format has become a natural passport to our brands. This is why we will continue to work with Médiamétrie and the entire multi-industry profession to build standards and indicators which guarantee the pertinence of all the interactions with our audiences, be they editorial or advertising related.
*incomplete scope, being tagged.