#agility2016

Tag Management: A Key Component of an

International Digital StrategyRomain Stievenard, Digital Innovation Manager, France Médias Monde

#agility2016

Before we begin…

Romain Stievenard• Business / International Marketing

Masters Degree at ESCE, Paris• Self-learnt web coding• Joined FRANCE 24 in 2010• Digital Innovation Manager

at France Médias Monde since 2013

2

#agility2016

Coming up

• France Médias Monde key facts and figures• Our digital strategy• Optimizing performance of websites in 3 steps• Be responsive, innovative and create a flexible commercial offer• Share development resources and bandwidth• Better understand and reach your audience using geotargeting

#agility2016

France Médias Monde key facts and figures

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A few facts about us

Founded in 2013

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In a few figures…

6

4brands

15languages

180countries

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In a few figures…

7

100million

listeners/viewersper week

30millionvisits on digital

platforms per month

47million

Twitter & Facebooksubcribers

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In a few figures…

8

50websites

10apps

300social pages

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Our digital strategy

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The 3 main pillars of our digital strategy…

10

Contentadaptation and

deliverability

Promotion and

broadcasting

Audience Ratings

Own

Resources

Instant Articles

Accelerated Mobile Pages

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…and the constraints they imply

11

Stability &

security

Performance

Flexibility

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…and the constraints they imply

12

Stability&

security

Performance

Flexibility The perfect TMS

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Optimizing performance of websites in 3 steps

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How to address advertisers’ needs and stay innovativewhile keeping stability and performance?

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1. Be responsive, innovative and create a flexible commercial offer

• Constraints:• Website development sprints last 3 weeks• Fast and à-la-carte integrations needed from our advertising partners

and and editorial teams• Not much bandwidth available from website developers

to fulfill expectations• Many time-consuming back-and-forth with the different parties• Essentially mobile and low bandwidth end-user consumption

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1. Be responsive, innovative and create a flexible commercial offer

• Solution:• Use a Tag Manager to integrate on websites possibly fast-

pace changing functionalities• Be able to add functionalities on-demand• Create bugfixes directly in production environment• Create temporary operations and à-la-carte integrations• POC: Proofs of concept

• Use conditions to only load the essential for the end-user

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Having many complex websites to deal with, how to manage repetitive needs in bulk?

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2. Share development resources and bandwidth

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2. Share development resources and bandwidth• Solution:• Instead of cloning tags, deploy them in shared codebases using Spaces• Unified data and analytics collection• Harmonized advertising integrations• Synchronized updates and bugfixes

• Create a common Datalayer using variables to differentiateeach platform and website

• Normalize zones you inject in to minimize website template changes• Use code versioning and code commenting

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How to implement geographic restrictionswithout having to invest in a costly infrastructure

nor degrading user experience?

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3. Better understand and reach your audience using geotargeting

• Constraints:• Exclusivity contract on a specific area with an ad serving agency• Direct ad distribution in other countries• Different ad serving technologies

(Smart Adserver vs Google DFP)• Some template areas always display Google DFP served ads

regardless of the location

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3. Better understand and reach your audience using geotargeting

TMS Adserver Ad Request

Creative 1

Creative 2

Creative 3

Creative 4

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3. Better understand and reach your audience using geotargeting

TMS Adserver 1 Ad Request 1 +Geotargeting

Adserver 2

Adserver 2

Adserver 2

Adserver 2

Ad Request 2

Ad Request 3

Ad Request 4

Ad Request 5

Creative 1

Creative 2

Creative 3

Creative 4

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3. Better understand and reach your audience using geotargeting

#agility2016

3. Better understand and reach your audience using geotargeting

TMS Adserver Ad Request

Creative 1

Creative 2

Creative 3

Creative 4

Geotargeting

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3. Better understand and reach your audience using geotargeting

• Solution:• Use geotargeting to call the proper adserver according

to the user location• Filtering is done by Ensighten server-side not client-side, so your

targeting strategy is not available to everyone in the public code• User-experience stays fast and qualitative because only the useful

scripts are loaded by the end-user browser

• Setup your different adserver scripts to load in the same template areas in order to minimize code overloading

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In short

In order to create a flexible and attractive commercial offer on a global scale, without sacrifying performance and stability:• Test, experience your site as the end-user• Differentiate platforms but mutualize your developments• Display more relevant contents and ads using location

Thank you

ROMAIN STIEVENARD

Digital Innovation Manager,France Médias Monde

@romainst