It’s every announcers biggest dream: manage to find the most competent media agency, to create an explosive advertising campaign.
Digital represents 30 % of the mix-media, that market becomes inescapable.
At the heart of these devices distribution, we can notice clear progress of searching (by keywords) and display (on mobile specifically, via social networks & video channel).
It’s necessary to know that you can acquire display ads by 2 ways: directly with ads seller agencies, or on marketplaces (as the stock exchange but version « large display advertisement »), it’s what we call programmatics & today it represent half of investments.
We say that to make good display campaign it’s necessary to find spine balance between programmatics and classic display, as well as good communication between state control and announcer, which is often neglected & can bring to incomprehensions according to ad campaign beginning.
Digital disrupt standard budgets headings which existed previously, however we can always distinguish 5 media functions:
All these functions, serves 3 brand’s ads objectives: fame (= distribution), commitment (= reactivity), performance (= conversion);
For all these objectives, it’s necessary to define, upstream to the campaign, very precise & various KPi (measuring for example attention, conversion)
Conveniently, to measure ad campaign impact on site traffic, agencies has 3 tools types:
Eulerian is a useful tool in measures package. He allows, among others, to know all ads exposures before conversion act.
Mediametrie nettracking is also essential to inquire trends into your business sector
Announcer would go more & more towards an « POE » approach: Paid/Owned/Earned in which the message, once broadcasted, would been increasingly less mastered and controllable.
Brands would have to be capable to set a custom message, through DCO approach: « Dynamic Creative Optimisation ».
To incorporate these dynamics, some new ads sizes are rapidly growing:
In any case, responsive size will be essential …!
As said fox into « Le Petit Prince » book « We know only things which we tame », if I had to learn something, I would say that digital is a world which becomes accustomed day by day!