How Facebook could become 'the most compelling media property on the planet'

Mindshare's head of mobile makes a bold claim, and backs it up.

Yannick Bolloré of Havas

Most read: Havas reports 28 per cent year-on-year profit growth for first half of 2015

Havas has released its half yearly results, and unlike WPP's cautious statement this week, Havas chairman and CEO Yannick Bolloré is bullish, saying, "I think for the first time we’re posting the best growth results of any group."

Here are the headline numbers:

  • Net income: €77 million, up nearly 28% YoY
  • Revenue: €1.03 billion, up 19.2% YoY
  • Operating income: €128 million, up 22.4% YoY
  • Operating margin: 12.3%, up 0.3% YoY

For more, including Bolloré's view on China’s stock market crash, read Campaign's report on Havas' half yearly report for 2015.


Buzzfeed

Partnerships: BuzzFeed appoints WPP in global ad deal

Media darling BuzzFeed has entered into a year long, non exclusive deal with GroupM, the global media planning and buying arm of WPP, Campaign's Grace French reports.

French writes that the deal "includes an adspend commitment, which is thought to be worth tens of millions of dollars" will result in "a specialist team installed at BuzzFeed Motion Pictures, focusing on creating branded content for clients of WPP" and "WPP agencies will receive preferential media pricing for advertising campaigns".

As Business Insider points out, the deal also allows Group M access to BuzzFeed's propriety data system, Pound.

BuzzFeed [will give] GroupM and WPP's agencies the first access to its new "POUND" data technology that offers insights not only on how content and ads are performing on BuzzFeed's site, but also how it is shared elsewhere on social media platforms such as Facebook, Twitter, Snapchat and YouTube.

BuzzFeed just announced a big partnership that will turn on the money jets, by Lara O'Reilly, Business Insider UK

 


Will Facebook's virtual assistant be adpoted?

Opinion: What could Facebook's virtual assistant mean for advertising?

According to Mindshare's head of mobile Neil Bruce, the virtual assistant, M, could make Facebook "the most compelling media property on the planet." *Does comedy double take*. Tell us more, Neil:

Facebook definitely has one eye on the advertising pie with the introduction of M. Think of a world where Facebook knows where you are, where your next meeting is, and how long it’ll take you to get there (as Cortana already does). Cue paid advertising from Uber encouraging you to book one of their cars, rather than taking the bus.

Advertising opportunities exist for every advertiser – large or small. BP could remind you to stop and fill up your car at one of their petrol stations before you go on your road trip, while a local restaurant could pitch to host you for dinner.

And the potential ad revenues don’t stop at reservations. Don’t forget, all this data can be used to better target Facebook’s in-feed advertising.

Facebook’s paid advertising proposition has always been about advertising to people rather than to audience segments, and the knowledge of your habits will take this concept to another level.

This, added to the rumours of Facebook using keywords in WhatsApp conversations to better target their in-feed advertising, and using Facebook login data to target people across device, outside of Facebook, via Atlas, is likely to make them the most compelling media property on the planet.

Neil Bruce, head of mobile at Mindshare

The trick will be achieving widespread adoption of the virtual assistant work where Apple, Google and Microsoft have struggled.

But the latent appetite is there, Bruce says, citing a research study by Mindshare’s Future_Medialab and London Goldsmith’s University. Read on for the details.


Burger King branded Vine

On social: top branded Vines of the month

We've plenty of social, viral work for your perusal today, including Gatorade's prank viral ad and the Campaign Viral Chart. But we'll highlight Unruly's top three branded Vines in August, which features this Burger King effort to promote its hot chicken fries.

See the whole piece for more Vines from Coca-Cola and Walkers.


Workfront

Friday fluff: Work hacks

It's the Friday before a bank holiday weekend. If you've made it this far down today's bulletin, congratulations. We admire your commitment.

Here's a reward, a light piece of comedy content marketing about spurious work hacks. We like the technique for leaving work early without anyone noticing.

If only this bulletin was called 16:05 rather than 18:05 it would have been more useful. Next time.

Enjoy the long weekend, 18:05 will return on Tuesday.

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Compiled by Jonathan Shannon

Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.

We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us @BrandRepublic #1805

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