August 2014
Summary
Réalités industrielles
Transformations in advertising
Complete issue
This issue was coordinated
by Françoise ROURE
This issue was coordinated
Editorial
By Pierre COUVEINHES
I - Advertising and the Internet — An acceleration
Quel sera le paysage média en 2020 ? « Les invasions barbares » saison 2 : la dictature numérique
By Bertrand BEAUDICHON
Vice-Président d’Omnicom Media Group, Président de l’UDECAM (Union des Entreprises de Conseil et d’Achat Média)
Alain BUSSON
Professeur à HEC
et Chrystèle BAZIN
Consultante indépendante en médias numériques
Quel sera le paysage média en 2020 ? « Les invasions barbares » saison 2 : la dictature numérique (1)
Growth, stagnation and metamorphosis of the advertising trade in France
By Philippe LEGENDRE
Directeur délégué de l’Institut de Recherches et d’Études Publicitaires (IREP)
This panorama of the advertising market since the 1950s looks back on major changes in advertising. It thus helps us better understand the revolution under way.
Reinventing the mail media
By Éric TROUSSET
Directeur général adjoint Marketing & Études de Mediapost Publicité
Communication, by nature in the avant-garde, must cope with accelerated changes stemming from digital innovations. The media, agencies and advertisers who want to boost their brands must redesign their business models. In this deeply changing context, the French Post Office (La Poste) must reinvent mail services. How to sell direct marketing campaigns based on printed matter given the immediateness, sharing and geolocalization characteristic of Google, Twitter or Facebook? During the process leading up to a purchase, consumers — the hub of this reinvention — know how to tell the difference between media. How to decipher this process and offer consumers the best of both printed and digital communication?
The advertising industry, direct communication and personal data — From mass communication to a targeted, fragmented, multichannel approach: Data, the core of communication
By Didier FARGE
Président du Syndicat national de la communication directe (SNCD)
Nathalie PHAN PLACE
Secrétaire générale du SNCD
et Anne BERIOT-CAYLA
Responsable Marketing et Communication du SNCD
While ad sales for all media fell by 3,6% in 2013, down to €13,3 billion, the digital ad market has been growing by 3% a year, and now amounts to €2,8 billion. Paradigms have shifted with the passage from mass advertisement to data-driven businesses. Players in the ad trade must rework their relations with customers and invent business models that take into account new data from mobile devices, in particular mobile phones.
Investing in a time of recession: Centering strategies around consumers thanks to new digital technology
By Athénaïs RIGAULT
Directrice Hors-médias, UDA
et Claudie VOLAND-RIVET
Directrice Marketing et Innovation, UDA
Advertisers try to conduct campaigns with proven effectiveness and an emphasis on the return on investment — even more so when times are tough. Digital technology provides an opportunity for reaching this goal. Besides helping to target the market and send the right message to the right persons, it develops relations with consumers and creates a sense of closeness. We have switched from the era of mass communication to a time of highly targeted communication, whence the need to center strategies around consumers so as to better respond to their expectations. A key element for this purpose is data containing detailed information on customers. Such data comes, above all, from digital sources, these new points of contact in a “multichannel” strategy. Thanks to digital technology, new forms of communication are opening for advertisers. They provide feedback, which, in turn, impacts advertising organizations.
The media, advertising and audience measurement
By Philippe TASSI
Directeur général adjoint de Médiamétrie
The media and advertising have been closely intertwined for a long time now, regardless of the forms of ads, which depend on the physical medium adopted. Thus has arisen a mixed business model worthy of interest. Seen through the prism of audience measurement, advertising is a type of content with its own characteristics. Processing the results of audience surveys in advertising usually implies an approach different from the one used for “classical” contents. Furthermore, quantifying the exposure to advertising varies as a function of the medium, depending on the type of audience measurement, the indicators of performance or the conventions inherent in the system of observation.
II - New techniques, new uses
Substitution or co-evolution between advertising media: Television, tablets, consoles, communicating devices, etc.
By David LACOMBLED
Directeur délégué à la stratégie de contenus du groupe Orange
et Christophe DANÉ
Directeur général en charge des activités digitales du groupe Omnicom Media
Smartphones and tablet computers are deeply changing our media consumption patterns with, as a consequence, an overhaul of the advertising market and investments therein. Technological innovations are closely following media consumption trends so as to help advertisers be as close to their targets as possible: synchronization between television and the Web, social networks, the consumer’s second screen, geolocalization, web-to-store… so many means for an evolution in parallel of the media. Digital technology is not taking the place of TV, since it is television’s reference mark and partner. New sources for supplying news, such as NetFlix, might upset this fragile ecosystem.
A collaborative research project on audience measurement and new advertising formats
By Fabienne ANDRO
Chercheur au sein des Orange Labs
This article comes out of research conducted as part of Measure Interactivity Research Innovation Advertising and Devices (MIRIAD), a collaborative project approved by the Competitive Pole “Images and Networks” and backed by: the Ministry of Industry, the Brittany Region, Rennes Metropolis, the Quimper-Cornouaille Technopole and Finistère Department. This project brought together eleven partners from industry (Orange Labs, Le Télégramme, Alcatel Lucent), academia (Télécom Bretagne, ESC Rennes and the universities of Rennes 1, Rennes 2 and South Britanny) and small and medium-sized businesses (Alenty, BookBeo, NewLC, Polymorph). It lasted 23 months and terminated in October 2012.
Advertising in the social media era: A matter of subtlety
By Christophe DESHAYES
Président de Tech2innovate
Concurrent with television and inseparable from consumer society, the “ad” trade bred a new language, culture and creed: happiness through consumption. As a consequence, ads for selling products during the previous era became old hat. In like manner, the social media are setting off a shock of modernity that risks downgrading the advertising industry and giving birth to new forms of communication. They seem better adapted to respond to several, often contradictory, social expectations: wanting to join in but without making commitment, defying institutions or longing for personalization, a sense of belonging and a civic spirit. The dazzle of an ad’s message pales before the buzz of a social recommendation. Will the ability to exercise influence through networks based on affinity or interests supplant the advertiser’s persuasiveness?
The rise of ultra-tailored advertising
By Christiane SAWADOGO
Miami Ad School San Francisco (Californie)
With the average individual exposed to thousands of advertising messages every day, brands struggle more than ever to have their voices heard. Faced with this information clutter, one largely adopted strategy has been the strengthening of the relationship between brands and consumers. In the near future, new technologies can be expected to take this strategy to a new level with ultra-tailored advertising. Tailor-made advertising will allow brands to relay the most relevant and compelling advertising messages to the right audiences. Three major factors in the rise of tailor-made advertising will be the development of microtargeting, the adoption of proactive marketing, and the popularization of augmented reality advertising.
New devices, new uses: Communication opportunities for brands
By Denis GAUCHER
Directeur général Europe de Kantar Media Intelligence
et Livia LAMON
Planneur stratégique de Kantar Media AdSight
Who still watches TV with full attention? Consumption patterns of audiovisual contents have changed. In France, six out of ten TV-viewers are, at the same time, looking at another screen — a computer, smartphone, tablet, etc. This transformation has just started: “contents” are now “multiscreen”. Each simultaneously used screen displays different contents. There is no relation between a TV program and what is being viewed on a tablet or smartphone. This opens possibilities for advertisers. The starting point for experiencing a brand name is television — an experience to then be extended into the digital realm.
The emergence of ad space, an opportunity for a new industry
By Gérard LALLEMENT
Ingénieur général des Mines, Conseil général de l’économie (CGE)
Jacques SERRIS
Ingénieur général des Mines, Conseil général de l’économie (CGE)
and Dominique VARENNE
Contrôleur général économique et financier, Conseil général de l’économie (CGE)
The advertising banners displayed on Web pages remind us of 19th-century newspaper ads. The words used to talk about them in French (e.g., impression, coût per mille) have been inherited from measurements of mass circulation. New methods for selling ad space through auctions in real time are, however, grabbing a growing share of the online banner market. Along with the methods developed earlier for buying key words, they generate an ongoing relation between thousands of advertisers and hundreds of thousands of screens, while passing through the go-betweens that manage platforms and interfaces… in all, millions of pages viewed by surfers on the Internet. When coupled with techniques for tracing the itineraries of cybernauts as they successively browse websites or with statistics on their behavior patterns (profiling), previously unsold screen space becomes valuable. Advertisers will also be better able to target their sales on a larger number of websites.
III - New advertising vectors: The societal impact?
Focus on the user: When advertising serves users
By Nick LEEDER
Directeur général de Google France
et Patrick HENEGHAN
Google France
Digital marketing is changing continuously. Each new device, tool, program or platform opens new possibilities for meeting existing customers or new prospects. Given the pace of these changes, guidelines must be worked out that remain stable even as technology evolves, transforming the lives of both customers and advertisers.
Communication processes
By Louis-François PAU
L.M. Ericsson
Psychological processes, techniques and tools for passing a “message” are at work in advertising and persuasion. The message is not unidirectional however. Modern communication — the Internet, mobile devices, social networks — have given power back to individuals, who can use these means to build or destroy reputations and confidence. To cope, players in the field of advertising and communication are forced to center their strategies around well-chosen physical elements in communication networks, algorithms and techniques so as to avoid being pushed out onto the margins of the direct dialog taking place between the senders of messages and individuals.
Emerging technology and digital marketing
By Jirasri DESLIS
Ingénieur de R&D au sein du département Traitement du signal et des images, Télécom ParisTech
et Jean-Claude MOISSINAC
Maître de conférences, Télécom ParisTech
This technical view of advertising’s future scans several axes with, in common, plurality — plurality of tastes and sensitivities, plurality of cultures, plurality of knowledge and know-how. We must understand these forms of plurality in order to put the many sorts of digital communication to good use.
Advertising gambling, responsible? The case of online poker
By Brice BASTIÉ
Juriste-conseil à l’ARPP (Autorité de Régulation Professionnelle de la Publicité), chargé des relations avec les institutions professionnelles
et Stéphane MARTIN
Directeur général de l’ARPP
“Lotteries of any kind are forbidden” — this terse language figured at the beginning of the act of 21 May 1836, which was repealed when gambling entered the Code of Domestic Security. Other times, other reasons… that seem far from those that guided the lawmakers in May 2010 who wanted to open the gambling market to competition, supervise the supply side, strengthen consumer protection and, once again, control the flow of money. Four years after its enforcement, this law has not met up to its stated objectives, despite some advances. To have well-positioned gambling companies, France must decide to turn toward a regulation by the EU through increased cooperation between national regulatory authorities.
Between shaping fantasy and mutating values, does advertising have any limits
By Étienne Armand AMATO
Maître de conférences en Sciences de l’information et de la communication ; Université de Marne la Vallée & Laboratoire DicenIDF ; Conseiller à la recherche de Gobelins, l’École de l’image
Advertising relates intersubjectively the emitter of a message and its target with the goal of arousing consumers to make a purchase. This is the perspective adopted by R&D in advertising when it turns toward the cognitive sciences. The latter open access to a new world, the “a-conscience”, a change reflected in the word “neuromarketing”. This strategy encounters limits however and necessitates a collective debate about the governance of our fantasies, dreams and desires.