Mobile devices (phones and tablets) have captured half of digital advertising investment in the first half of 2018 in France, a market largely dominated by Google and Facebook giants, according to the e-pub observatory released Thursday.
The digital advertising market posted solid growth of 15.5% to 2.2464 billion euros compared to the first half of 2017, according to this benchmark study conducted by the firm PwC for the Union of Internet Regulators (SRI) and the Udecam, which represents the media agencies.
Site visits are now 76% mobile, according to Médiamétrie, and for the first time mobile is attracting the majority (51%) of investments in the two main drivers of growth in digital advertising, the “search” ( internet searches) and “display” (banners, videos, content for brands).
“There is always this gap between use and investment, but the growth of investments follows the growth of uses,” said Sebastien Leroyer, director of the “Experience Center” PwC.
In the “display” investments alone, mobile advertising rose by 60% in one year to 444 million euros.
The study confirms the current trend: digital advertising consolidates its position as the leading advertising medium (39.2% of the global advertising market in the first half of 2018), while nibbling shares in television (27.4% of the global market) , the press (16.2%), billboards, radio and directories. The press, in particular, lost 2.2% of market share in one year.
Winners of these developments, the platforms Google and Facebook take up most of the investment “search” and “display”, both on mobile devices and computers.
– “Size matters” –
“An imbalance has been created between audiences and investments,” says Jerome Bouteiller, director of content at Mobile Marketing Association France.
An imbalance that marketers attribute to the phenomenon of “one stop shopping”: for advertisers, “it’s probably easier to see a single box that, at one go of a single, offers a + reach + (reach) of 50 million unique visitors, while in the media it is necessary to multiply the interlocutors “, explains Jérôme Bouteiller to AFP. “But it reduces the diversity of the advertising market.”
In response, the media have formed advertising alliances, such as Gravity, where a hundred French media share their advertising data to better market their digital offer to the giants of the internet.
“There is a logic of scale and size,” said Sylvia Tassan Toffola, Deputy Managing Director of TF1 Publicité. “And in digital, size matters, definitely!”
“We make acquisitions, we make bets, we invest,” said Sylvia Tassan Toffola, who is also president of the Union of Internet boards (SRI), AFP. “When we do a DMP (data management platform), we invest in talent and resources, when we make a label we invest time and money, we invest.”
The media also hope to distinguish themselves with quality-oriented strategies and reliable measures of the impact of advertising.
“What is important is not tons of clicks (…), what is important is: + do we have in front of our messages real people who see them in full? , assists Raphael de Andréis, president of Havas Village and the Union of consulting and media buying companies (Udecam).
“A message that we see only one end, it does not make sense, it is useless.The other day I learned a term, + visible +, we get stamped …”, has fun -t it. “So of course it takes mass and notoriety, but today, more than ever, brands must make sense.”