Digital transformation

10 posts

Connected cars: could data reconcile consumers’ expectations with manufacturers’ reality?

There are some seriously crazy figures being thrown around about the connected car market. The biggest consulting firms and financial analysts estimate that it will be worth $500 billion by 2025 (compared to an automotive industry valued at $2,000 billion in 2016)* – an enormous ratio. What does “connected cars” actually mean? There are many different types of applications, including everything from a simple GPS and infotainment to extending one’s house with a new living room space, and even personalised smart driving.

BrandTalk by fifty-five: facing the tech revolution, the automotive industry is reinventing itself

On May 11, fifty-five hosted an informal discussion about technology and the automotive industry, the first instalment of its “BrandTalk” series. The series, which takes the form of an open conversation club, is piloted by fifty-five and seeks to bring together players in a given industry with diverse backgrounds, so that everyone might benefit from different points of view on subjects relating to digital media and data.

Is in-housing media buying a miracle cure? Part 2

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers – integrated first by pure players. As their business models are changed by the digital transformation, more and more advertisers are taking this step, with varying stakes.
Despite being an established trend, in-housing somehow remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

 

What does media buying in-housing mean for the future of agencies? Part 1

It is no secret that the digital revolution is completely transforming the role of media agencies, since Search or programmatic campaigns are not managed the same way as TV or print budgets were in the past. This shift also affects media buying!
Faced with this new order, in-housing has emerged as a fitting solution for a growing number of advertisers and despite being an established trend, it remains little-discussed. fifty-five’s Pierre Harand, Managing Director France, volunteered to share some tips for responding to the most frequently asked questions for advertisers.

DMPs made easy: how to be ready for organisational change

“DMP” is the acronym on everyone’s lips, and these days is well-known by most advertisers in Europe and in the US. Today, Data Management Platforms are used by 68% of publishers, media agencies, and brands in Europe*. However, when setting up a DMP, there is one question that is usually asked too late: “What about governance?” If a company implementing a DMP does not consider rethinking its internal structure, the DMP might fall short of its full potential.

Media-buy: is internalisation the new trend? Take our survey!

Advertisers are understanding that data is key to building a consistent and innovative brand experience, and that it is no longer just a media resource but a strategic topic that should be shared across the organisation globally. As a consequence, some advertisers have recently started to bring media-buy in-house.

Data lake, DMP: same same but different

In recent years, data lake and data management platform (DMP) projects have multiplied in companies, where they are sometimes used alongside each other.
But what is a data lake, what is it used for, and how is it different from a DMP?
Pierre Harand, Managing Director France, and Jean-François Wassong, Global Technology Director at fifty-five, provide their explanations and insights.

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Lan Anh Vu Hong

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