The 11 & 12 December, Sprint has participated at Telecom 2008 in Park Hyatt Paris-Vendome.We therefore propose a series of articles on various topics of the telecom sector covered at the show.
"Customer targeted advertising sent! "
This article is a summary of the workshop on the Digital advertising which were present Badault Sebastian (head of sales at Google France), Frédéric Halley (chief operating officer at NETSIZE), Jean-Marc Steffann (Director of Portals for Orange) and whose discussions were led by Jerome BOURGES (principal at Capgemini).
Advertising and mobile payments have literally taken off in 2008 in our country. In a sluggish global economy, even if the overall advertising investment is declining, the dynamics of marketing on the Net remains the same. The average time spent on the Internet in France is increasing and reached about 1 hour per capita per day, while the average time watching TV decreases (although it remains about 3 times higher than the average time spent before the net). This explains why digital advertising is gaining importance every month, especially since it is flexible and easy to implement.
For the operator Orange, 2008 is the year of mobile advertisers have increasingly chosen the portable media since the advantage of being able to target the audience by gender, age, region ... Netsize, a French agency mobile marketing, has doubled its growth in 2008 despite a slight decrease in year-end (probably due to the crisis). This is direct marketing, and personalized snapshot, which has been most successful among them, as the spread of SMS campaign with promotional code or discount coupon valid in a nearby store. Finally, Google launched Android last year, its operating system open source Linux-based smartphones.Taking advantage of new wide-screen devices, making use of the mobile Internet easier, it will facilitate the creation of applications on mobile and therefore the distribution of advertisements.Orange agrees with Google on the importance of mini-sites suitable, comfortable to use for mobile users.
Video is another medium that digital advertising tends to be exploited. This is normal when you know for example that the homepage of YouTube (bought by Google in 2006) is visited by over 1.2 million French, or more than some TV channels. Orange has launched its own in this video search engine. It also offers a service "Catching TV" in partnership with France Television, which allows users to view content that we missed the broadcast. Google insists on the need for a return of audience measurements of digital advertising to the credibility and develop it. To this end, it offers services such as Google Analytics or Google Trends.
Targeting is the main advantage of digital advertising on the Internet or on mobile. At Orange, 10% of advertising revenue is realized by advertisers interested in this feature. It is based on the profile (gender, age, place ...) declared at registration or be purely behavioral, that is to say, determined without the knowledge of consumers, targeting can target people three times more interested in a campaign everyone. The price of such advertising are higher, but win-win since the return on investment will be a priori better. On the other hand, it avoids the feeling of aggression that customers may experience addressed to them since they are logically interested in the offer, and more to associate "good-plan." Google, it does not require registration of audiences as customers' s'autociblent "by the keywords found in the pages they visit. Google's targeted advertising does indeed use the same technology as their famous search engine, but for commercial purposes.
Finally, the mobile allows the geolocation of users, a criterion that can be used to promote his business. For example, some telephone information services 118xxx have contracts with local companies or brands, and combine some of their answers in terms of these agreements.Google meanwhile instead uses the IP address or keywords (such as "restaurant Bordeaux) to target their ads geographically. Moreover, it integrated with Google Maps many shops.
We see, advertising is becoming more and more customized for the individual client concerned.Digital advertising is the ideal tool for direct marketing practice and reap the benefits. The future of this activity will be key word "targeting".
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