A lire sur: http://www.atelier.net/en/trends/articles/lack-quantifiable-data-drag-mobile-advertising-france_424750
Although it may not yet be possible to develop powerful marketing
tools along the lines of those used in English-speaking world, ad
providers and advertisers in France ought nevertheless to commit to one
aspect: creativity. This starts with the format. Formats such as those
produced by Numbate – e.g. Pop Corner, Duo Banner and Over Slide – are
less intrusive and yet more visible. Advertisers are also interested in
the option of adding ‘add to calendar’ functionality. However the real
progress will be found in the combination of 4G and video. The advent of
4G – the next wave of high-speed mobile bandwidth – will allow more
widespread use of more creative formats. Stéphane Barron underlines that
the key ingredient is to enable a brand to “tell its story”. In
addition, video advertising has the advantage of having one single
format for displaying a mobile banner along the lines of Internet
Protocol TV, which will help to keep development costs to a minimum.
Video will therefore help to free visual display from its current narrow
silos in the various distinct media and enable the ‘media at your
fingertips’ device to play a full role in the advertising market.
While France is the number two country
in Europe for ownership of mobile devices, when it comes to mobile
advertising it is way down in 16th place. Various cultural and technical
barriers lie behind the reluctance of French advertisers to go the
mobile route.
Although the ‘display’ ad market in
France is currently worth an estimated €379 million, according to an
IFOP (French Institute of Public Opinion) study entitled, ‘The French
and Mobile Advertising’, commissioned by Jules Minvielle, founder and CEO of mobile advertising firm Numbate,
only 10% of this is earned on smartphones and tablets. This is despite
the fact that sales of mobile devices are forecast to reach 25.4 million
in 2013 and that today these devices account for 28% of all online
content searches. In fact, while there seem to be a whole host of
reasons why the French mobile advertising market is so sluggish, there
is evidence that it is the technical difficulty of measuring the
audience that is proving the biggest drawback. French business culture
basically dictates that any media channel must be able to show reliable,
quantifiable figures before advertisers will embrace it
enthusiastically.
Proof of performance required before adoption
“With mobile advertising you can’t do a Gross Rating Point calculation like they do in television,” explains Marina Coche, Director of Digital Purchasing at media company Aegis France,
underlining: “The audience is highly fragmented and there’s no tracking
at all, so it’s very hard to incorporate mobile into the media mix.”
Nor, for the moment, can you take measurements following an advertising
campaign to see just how effective it has been. Stéphane Barron, web strategy consultant for the French railway company SNCF’s online travel agency Voyage-Sncf.com,
corroborates this assessment, pointing out: “Technical problems are
holding firms back from purchasing space on mobile.” This being so it
does not really make sense to use the same key performance indicators as
for other media channels to justify the purchase of mobile space. It
would be more logical to look at a measure of overall return on
investment taking into account the potential synergies between mobile
and other channels – QR codes on posters, a TV spot ‘shazam’ tool, and
so on. That would enable potential advertisers to get a handle on their
ROI across the board and would be more useful than trying to work out
the sum total of ROI from the various distinct channels.
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