{ "Home": "__startTitle__ Advertising a strategic leverage to accelerate your growth__endTitle__ __BR__ __startSubTitle__ How to develop your sales with advertising?__endSubTitle__ Whatever the terms used to define marketing objectives such as awareness, image, traffic, lead generation... What really want advertisers who are going to invest in advertising to reach their potential customers is in the end a measurable return on investment. This is normal. Good news, today everything can be measured, including advertising campaigns on traditional media.__BR__ __endTitle__ __BR__ __startSubTitle__ Advertising to achieve your marketing and sales objectives__endSubTitle__ Whatever your communication objectives or targets, there is always a relevant and effective advertising solution to meet your marketing and sales objectives. Choose on Adintime.com the advertising channels which match your criteria, determine your communication periods and get a quote in just a few clicks. Are you advertising on a regular basis or do you need a tailor-made media strategy? Our media team is dedicated to the elaboration of media recommendation including media planning and media planning. Discover our support solutions on the rates page.__BR__ __endTitle__ __BR__ __startSubTitle__ From traditional media to social media, reach your audience with the right media __endSubTitle__ With Adintime.com, media buying on all support has never been that easy: press, television, radio, billboards, LED billboards, internet and social networks. A multitude of media devices and supports exist on local, regional, national and international scale in order to allow you to reach your target at the best contact cost.__BR__ __endTitle__ __BR__ __startSubTitle__ Spare time with Adintime.com__endSubTitle__ Finding the right media in relation to your target, contacting the media, getting a negotiated quote which suits your budget... All these steps are very time-consuming. Whether you decide to use Adintime on your own or to benefit from the support of our experts with our tailor made solutions, you will save precious time in all these steps, precious time that will be better invested by devoting it to your higher value added tasks.__BR__ __endTitle__ __BR__ __startSubTitle__ Rely on the media expertise of Adintime.com ‘s media experts__endSubTitle__ At Adintime, we create media plans, we negotiate and buy advertising space every day, across the entire media spectrum: Digital, social networks, out-of-home, TV, press, radio, cinema... This is our expertise and our added value. We know which media will be the most relevant to help you reach your target. __BR__ __endTitle__ __BR__ __startSubTitle__ Adintime.com or how to optimize your media budgets__endSubTitle__ At Adintime we know perfectly well what the optimal price is for each media, what the discounts are for each media when applicable, and what the right CPC (cost per click) or CPM (cost per thousand impressions) are in the context of digital campaigns or on social networks. We put this expertise at the service of Adintime.com's advertisers and allow our advertisers to save a lot of energy in negotiations where the codes are not always mastered. Above all, we allow advertisers we work with to make very significant budget optimizations allowing them to control their budget or to obtain more visibility for the same budget.", "Social media_France": "__startTitle__SOCIAL MEDIA ADVERTISING IN FRANCE__endTitle__ __BR__ __startSubTitle__Presentation of the media landscape in France__endSubTitle__In France in 2019, total advertising market spending, including digital, was about 15.062 billion euros (16.88$ billion-dollar US), representing an increase of +2.6% compared to the previous year. The market for the five traditional media - television, film, radio, press and billboards grew by +4.5% in 2019 (according to the BUMP 2019). The advertising market by media in 2019 is largely dominated by the Internet with 36.05% of the investments made in this media. It is followed by TV (22.56%) and the press (13.76%).__BR____BR__Unsurprisingly, the growth of digital is the strongest growth recorded; formats/ editions are often the most in demand in all media. It represents 642 million euros (719,29$ million dollar) in 2019 on all traditional media; while the internet represents 5,429 milliards euros (6.08$ billion-dollar), an increase of 10.2% compared to 2018! In 2019, nearly 66,000 advertisers communicated in all media combined, leading communication investments to 33,809 billion euros (37.88 billion dollar).__BR____BR____startSubTitle__Social media advertising market in France__endSubTitle__The first appearances of social media in France__BR____BR__The history of social media in France is relatively linked to the international history of social media, since they are generalized platforms that aim to unite and bring together individuals with common interests. However, there are nuances that need to be highlighted. The first step is to understand where those platforms come from and how they have become, at this point and in such a short period of time, powerful everyday tools and communication supports for brands. Social networks, in the literal sense of the word, define the bonds that each individual forge with other individuals. It represents the people close to you in a general way. __BR____BR__The premises of social networks on internet appear in the 1990s, when the first e-mail was sent. We are therefore at the beginning of the digitalization of social relations. It was in the late 1990s that the first social networks similar to those we know today were born, although they would be widely considered obsolete today. The nuances that need to be made in the history of social networks in France are often linked to the date of translation of the platforms. The emergence of social networks in France is mostly done within the same timeframe as their release in foreign countries. However, at the beginning of the 2000s, not all platforms were translated into all languages. Thus, even though English is an international language, this curb a large part of the population. We can take the example of Facebook: The platform opens its network in 2005 but it is in 2008 that it was translated into French. That's when Facebook saw its registrations take off in France. The creation dates of powerful social networks in 2020: 1995 Classemates, 1999 QQ, 2003 Facebook, 2004 Viadeo, 2005 YouTube, 2006 Twitter, LinkedIn, 2009 Whatsapp, 2010 Pinterest, Instagram, 2011 Snapchat, 2016 TikTok. __BR____BR__Social media advertising: major ad spends in France__BR__The BUMP 2019 determines the total expenditure on digital media in France at 5.87 billion euros. On this media, social media expenditure is not to be outdone; in fact, it represents 25% of the total, i.e. around 1.45 billion euros (1.62$ billion dollar). Although they constitute the second largest share of total expenditure, it is the digital lever that has grown the most between 2018 and 2019 with an increase of 20.9%, while the other levers increased from 7% to 13%. Share of advertising revenues on digital media in France in 2019 : Search 42%, Social Media 25%, Display 20%, Other levers (marketing affiliation, emailing, …) 13%.__BR____BR__Social Media advertising market: Advertisers and major actors__BR__In France in 2019, among the 65,994 advertisers which communicated in 2019, nearly 43% integrated a communication on Facebook social media and nearly 28% ran campaigns exclusively on this network. Network uses in France: There are 60.4 million Internet users in France and 39 million active users of social networks. Some social media are quite different from the others and among them, the giant Facebook which dominates the world market and the French market. In France, in 2020 there are nearly 35 million users on this network, so 90% of social network users in France are active on the Facebook network. This also symbolizes that 15% of all Facebook users in the world are in France. __BR____BR__Whatsapp messaging follows the giant Facebook with 20 million users in France, and after the Snapchat network (19 million users) comes Instagram with 17 million users. Some significant indications on the Facebook network: In 2019 on Facebook, it is the distribution sector that appears the most in the news feeds of Internet users. Among the advertisers having invested the most, we can find Netflix and the fast food McDonald's chain as well as the French operator Free. ___BR____BR____startSubTitle__Performance of social media advertising__endSubTitle__Key figures you need to know__BR____BR__On social media, you have to know how to orient yourself and understand your target. You have to communicate cleverly, appear in the feed naturally and not aggressively, incite action and not impose. Some figures speak for themselves and are indicative of the trends and actions that brands must implement. In France, Internet users spend an average of 1h17 per day on social networks. That's 27% of the total time they spend on the internet per day. In 2019, Internet users will have an average of 5.8 social media accounts. __BR____BR__The power of your community__BR__80% of brands say that their efforts to create a community have resulted in increased traffic. 90% of purchase decisions are due to user-generated content. It is 6.9 times more engaging than content created by the brands themselves. While it takes time and investment to create your community, it will provide you with much greater long-term benefits. Encourage consumers to talk about you: propose contests, challenges, offer discounts, share your users' content... Build your marketing strategy around your consumers and prospects. __BR____BR__The evolution of social media advertising__BR__In almost 20 years, advertising on the Internet has evolved considerably and nowadays the devices available to brands are really qualitative and quantitative studies. In 2007 Facebook allows brands to create their own page. In 2010 Twitter is setting up its own advertising data analysis platform. In 2011 Facebook releases the sponsored story in its users' news feeds. In 2013, Instagram unveils the sponsored posts in the news feed of its Internet users. […] All those devices can be used through different strategies to reach your goals and reach your target; and those strategies go hand in hand with your objectives. 4 strategies: Notoriety, Retargeting, Traffic, Conversion. 4 strong objectives: Building a strong community, Using an Influencer, Focus on content quality and community manager, Focus on creative content. __BR____BR__Social media advertising, for which advertisers? __BR__The adaptability of social media makes it accessible to everyone! Whether you are a local business, a start-up, a small business or a large international company, social media advertising is just as much for you! How is this possible? Well in reality, social media is not about budget but about strategy. You should set your communication objectives in advance, determine, and quantify the returns you want to achieve. You really need to build your media strategy during this design stage. This will be crucial for the success of your social media advertising campaign. A few tips for the good preparation of this stage: Know my target: its socio-demographic profile as accurately as possible. Know the points my target is sensitive to, his privileged networks... Determine my communication topics. Determine and quantify my communication objectives. Define my available budget for my social media communication. Adapt my objectives to the available budget. __BR____BR__Social media are thus strong means of communication. Modern supports for every advertiser. Today, if the social media advertising appears as a strategic, precise, and flexible tool, we still need to learn how to use it. If you wish to communicate in social media, do not hesitate to consult our offers. At Adintime, we advise and support you in your media buying journey and help you to understand social media advertising market.", "Social media": "__startTitle__Facebook ads, Instagram, Snapchat, Twitter, LinkedIn, YouTube, TikTok__endTitle__ __BR__ __startSubTitle__Facebook ads__endSubTitle__Facebook is the uncontested giant of social networks. With 2.5 billion users worldwide in 2019, including 35 million in France, this social media is well ahead of its competitors. Although Facebook is now being challenged by its rivals, it still far ahead of them as it is the leading social network in 153 countries in 2019 (out of 167). __BR____BR__Created in 2004, Facebook was quickly able to capture the need or create a need among Internet users. Today it is a daily reflex for a large proportion of Internet users (30% use it more than once a day). Key figures about Facebook: 69,655$ billion US dollar in advertising revenue, an increase of 26.62% compared to 2018. 2.5 billion users worldwide. Nearly 500,000 profiles created every day. 100 million hours of video viewed per day. 300 million users consult the stories every day. There are nearly 80 million pages on Facebook of small and medium-sized business. When it comes to Facebook ads: 30% of marketers say that Facebook is the digital platform with the best ROI (behind Google Search with 48%).__BR____BR__Facebook ads : advertising formats. Facebook display ad: this format is composed of a visual and a text which appears in a logical way on the news feed of the Internet users. Simple and effective, photos are attractive and easy to read for Internet users. The carousel advertising format: this format allows you to highlight through an ad several products and / or information. It is composed of 2 to 10 inserts that can be images or videos: each with its own description and redirection link. A rich format that allows you to communicate in a dense way and to evaluate which are your most interesting products or visuals and giving you the most traffic (thanks to the click rate). The collection format is a format highlighting a main visual (image or video) with below 4 mini photos. Those are links, allowing user to take part in a totally immersive experience/discovery. The video format: format which is like photos and appears on the news feed of the Internet users, according to the criteria and the profile you have chosen to touch. Facebook ads offers great flexibility thanks to the large choice of ad formats. __BR____BR____startSubTitle__Advertise on Instagram__endSubTitle__Launched in 2010 Instagram is one of the most popular social media lately. The photo network has no less than 1 billion users worldwide in 2019, including 17 million users in France. Although it is a social media with a young audience (63% are between 18 and 34 years old), the social media is growing every year and the others age groups are being tempted by it. As for Facebook, Instagram has become a reflex for many, since 63% use it every day. In fact, Instagram belongs to Facebook since 2012. Key figures about Instagram: 20$ billion US dollars in advertising revenue, an increase of 192.4% compared to 2018. 1 billion users worldwide. 60% of users report discovering new products with Instagram. 1/3 of the most viewed stories are brand stories. 7 out of 10 hashtags are sponsored mentions. __BR____BR__Advertising formats on Instagram: Instagram offers formats identical to those available on Facebook, such as photos, carousel format or the video format. Others are different and can meet other communication objectives. Story: on Instagram, stories are one of the most requested formats, because it is a powerful format for conversion. The full screen of the story makes the format completely immersive for the web user and allows the advertiser to meet branding, click and conversion objectives.__BR____BR____startSubTitle__Advertise on Twitter__endSubTitle__Twitter is also one of the most widely used social media, with nearly 321 million active users worldwide in 2019, including 12 million in France. Even if advertising is not as developed as on the other two major networks Facebook and Instagram, Twitter has a significant audience, which is its strength today. Moreover, Twitter attracts much older age groups than its two other competitors and is considered as a real communication tool for professionals, businesses, and politicians. This is evidenced by the fact that 74% of Twitters users say they use the social network to keep up to date and that 24.6% of verified accounts are those of journalists. Key figures about Twitter: 3.46 billion in advertising revenue, an increase of 14% over 2018. 92% of brands post more than once a day and 42% post between 1 to 5 tweets. 80% of users have already mentioned a brand in one of their tweets. 2 billion videos seen on Twitter per day__BR____BR__Advertising formats on Twitter: Sponsored tweets appear as regular tweets, with the mention sponsored. They are boosted and appear on the profiles of users meeting the advertiser's criteria. Pre-roll videos on twitter (as on Facebook): you can use the video format in different ways. You can make it appear in the users' news feed, but also position it upstream of a classic video on the platforms. You can then associate it with content relevant to your business or with what interests your audience. Website card is a tweet with a link to your website. It's a great way to generate traffic on your platform. In fact, Sponsored Tweets that are composed of website card generate engagement rates 43% higher than Tweets containing simple links. Application card, on the same principle as the website card, the application map is a link to your mobile application. __BR____BR____startSubTitle__Advertise on LinkedIn__endSubTitle__LinkedIn is THE most used professional social media. It counts about 660 million users in 2020. According to figures provided by LinkedIn, almost 40% of users visit the network every day. A rich and varied social media for professionals, where the average age is estimated at 44 years old and 79% of members are over 34 years old. However, LinkedIn is also a network for young people and a real opportunity for them to emerge on job market, it counts 46 million students. Key figures about LinkedIn: 6.8 billion in advertising revenue, an increase of 29.3% compared to 2018. 260 million users worldwide. THE social media that drives the most traffic to BtoB websites. 57% of companies have a LinkedIn page. 50% of BtoB buyers use LinkedIn to make purchasing decisions. __BR____BR__On LinkedIn we find several formats similar to those on Facebook and Instagram, such as: photos, video format or carousel. Other formats allow advertisers to emerge to their target audience: Dynamic ads: allow you to appear on profiles chosen according to criteria. That format appears, for the most part, spontaneously, in the news feed of the Internet user, more precisely in the right-hand column. This format allows you to put forward various subjects and is broken down into several formats: follower Ads (to expand your audience and have more subscribers on your LinkedIn page), spotlight Ads (share content on your brand, the latest exclusive news...), Jobs Ads (highlight your latest job offers) ... Sponsored InMails: Allows advertisers to send sponsored emails to Internet users (only when they are connected) that appears directly on the top of their LinkedIn inboxes. Etc__BR____BR____startSubTitle__Advertise on YouTube__endSubTitle__YouTube or THE social media for sharing video content, that's 2 billion users who spend time on the network every month. Created in 2005, the network covers millions of topics as it allows all internet users post their content, attracting all age groups. Key figures about YouTube: 15 million dollars in advertising revenue, an increase of 36% compared to 2018. 2 billion active users per month worldwide. 62% of businesses use a YouTube channel to post videos. On YouTube, the average visibility of ads is 95%. This is 30 points above the average on internet and mobile. 90% of users have discovered a new brand or product through YouTube. __BR____BR__YouTube ad formats: Instream format allows you to play a commercial spot before, during and after a YouTube video. For this format you have two possibilities: you can make an ad that cannot or can be deactivated by the user. It allows him to deactivate it after 5 seconds, this format allows you to pay only if the user has viewed your ad in full. Insearch format is a format based on keywords from users' searches. The format is referenced according to several keywords and will appear at the top of the results for the Internet users having used them. InVideo Format: this format allows you to integrate animated or non-animated text banners into YouTube videos that will be displayed at the bottom of the video.__BR____BR____startSubTitle__Advertise on Snapchat__endSubTitle__Snapchat is an application allowing users to send time-limited photos or videos to their contacts. This social media was created in 2011 by 2 students from Stanford University. In 2019 the social media had nearly 229 million active users every day worldwide (representing 20% more than in 2018), including 13.2 million in France. Snapchat is THE social media for young people, 71% of users are under 25 years old and it is the most efficient in the under-13 age group. Key figures about Snapchat: In 2019 the social network had a turnover of 1.72 billion dollars (USD). On average, users spend about 30 to 40 minutes a day on the network. __BR____BR__Advertising formats on Snapchat: Snapchat offers many advertising formats to advertisers with quite different objectives: notoriety, traffic, or conversion. The Snap Ads format: is one of the most used and well-known advertising formats on Snapchat. This format appears between or after snaps received by users. Durations range is from 3 seconds to 3 minutes. Advertisers have also the opportunity to add additional content by implementing links in the ad video broadcast. Sponsored filters: two types of filters are possible. Localized filters available to users who are only present in a defined geographical area. These filters present elements that will be superimposed on photos or videos of the Internet users. There is also audience filters: more immersive and worked on to meet notoriety objectives. Cost of this filter will depend on cost per action defined by advertisers. Product Ads: this format is present in the Discover category (web page of the network on which are presented the stories of the user's contacts). It is a clickable format allowing companies to present a defined product catalogue through a totally immersive video. There are many other advertising formats available on Snapchat. Each of them has one or more advertising objectives. Product Ads: this format is in the Discover category (web page of the network on which are stories of user's contacts). A clickable format allowing companies to present defined product catalog through a totally immersive video. There are many other advertising formats available on Snapchat. Each of them has one or more advertising objectives.___BR____BR____startSubTitle__Advertise on TikTok__endSubTitle__In just a few years TikTok has become one of the most influential and successful networks in the 15-25 age group. This video sharing network now has 800 million active monthly users worldwide and 5 million in France. Key figures about TikTok: 176.9 million in advertising revenue, an increase of 588% between June 2018 and June 2019. 800 million users worldwide. In 2019, it will be the second most downloaded application in the world (about 738 million times). On average users stay connected 52 minutes a day! This average on Facebook is 35 minutes. __BR____BR__Advertising formats on TikTok: Hashtag Challenges: very well known to the platform users, the challenges are set up by personalities with a strong following or brands and challenges their followers. The goal is to encourage internet users to use your hashtag to bring you visibility and to reinforce the membership and link between users and your brand. Brand Take Over: is a format that appears as soon as you open the application, it can be a 3 to 5 second video or a photo format. # In-feed or traditional format is a format that appears in the users' video feed. It is the most classic format. This format can be between 5 and 60 seconds and has an average CTR between 1% and 3%. For each of these social networks, there are many other formats. Don't hesitate to contact us for any inquiries.", "Digital OOH_France": "__startTitle__DIGITAL BILLBOARD ADVERTISNG IN France__endTitle__ __BR__ __startSubTitle__Presentation of the media landscape in France__endSubTitle__In France in 2019, total advertising market spending, including digital, was about 15.062 billion euros (16.88$ billion-dollar US), an increase of +2.6% compared to the previous year. The market for the five traditional media - television, film, radio, press and billboards grew by +4.5% in 2019 (according to BUMP 2019). Advertising market by media in 2019 is largely dominated by the Internet with 36.05% of investments made in this media interest is followed by TV (22.56%) and then press (13.76%). Unsurprisingly, digital growth is the strongest recorded. It represents 642 million euros (719,29$ million dollar) in 2019 on all traditional media; while internet represents 5,429 milliards euros (6.08$ billion-dollar), an increase of 10.2% compared to 2018! In 2019, nearly 66,000 advertisers advertised in all media combined, leading communication investments to 33,809 billion euros (37.88 billion dollar). __BR____BR____startSubTitle__Digital billboard advertising market in France__endSubTitle__First appearances and future of digital billboard advertising in France__BR____BR__Progress of internet and digitalization of media has not failed to affect billboards. Digital billboard (also called DOOH for digital out-of-home) appears in France in 2010’s. Mediatransports (Big French out-of-home advertising company in public transport) launched and sets up the first digital billboard in its networks. They appeared for the first time in Paris’s metro in April 2010 and expanded to stations in spring 2011. __BR____BR__In 2018, nearly 41,000 screens will appeared in public spaces in France: public transport (stations, metros and airports), shopping centres, street furniture in city centres, cinemas, etc. In the first quarter of 2019, there were nearly 55,000 DOOH (digital out-of-home) billboards in France. Thus, in 10 years, this media has experienced a powerful rise, both in terms of advertising investments as well as in terms of product development and innovation. Digital billboard advertising is a media market which promises great technological advances while it is constantly developing. Some digital billboard advertising companies and experts in tracking (computer tool allowing monitoring and analysing behaviour of an Internet user. It allows advertisers advertising on internet to know for example how many views and clicks were generated by their ads) are trying to develop advanced technology to enhance the power of digital billboards. __BR____BR__Digital billboard advertising market in France__BR__Digital billboard advertising market in 2019 in France amounted to nearly €210 million, i.e. nearly 16% of advertising revenues generated by the entire billboard market. That's 20.5% more than in 2018! In France, it is the French out-of-home advertising company JC Decaux that has the largest market share. JC Decaux announces a turnover of 3,618 million euros (worldwide turnover) in 2018 and is ahead of the American actor Clear Channel (with a turnover of 2,305 million euros). In 2018, 2,115 advertisers used digital billboard advertising, while in 2015 only 1,079 advertisers have appeared on DOOH devices. In 2016 only 11% of advertisers which communicated in classic billboard also appeared in digital billboards; while in 2018 22% of advertisers used both. In France in 2019, Renault Automobiles was the first advertiser in terms of media spending on billboard advertising since it spent (on print and digital combined) with nearly 25.3 million euros, i.e. +11.9% compared to 2018.__BR____BR__ACPM DOOH Trust study: __BR__Since 2017, ACPM (Alliance pour les Chiffres de la Presse et des Médias. French association analysing press and medias performance) has developed a certification for digital billboard advertising named DOOH Trust. Although this certification does not currently cover the entire market, it does help to structure the market. In France 80% of advertising spots (in digital billboard advertising) are 10 seconds long (the remaining 20% are divided equally between spots shorter and longer than 10 seconds). An average digital billboards advertising campaign lasts 12 days. In the top 3 of the most communicating business sectors we find firstly food, representing 16% of the invested market, then telecommunications sector with 11% of advertising investments and finally beverages and spirits representing 10% of advertising spend. __BR____BR__Digital billboard advertising in France: an opportunity for advertisers__BR__Digital billboards is growing and evolving. Today figures speak for themselves and reflect very clearly the strong opportunities they represent for advertisers. A study taken up by IAB France (Interactive Advertising Bureau) highlights powerful performances: 90% of individuals questioned consider that ads videos are modern and innovative. 85% of individuals say that digital billboards enhance brand image. 78% of individuals say that DOOH spots are more easily memorable. Digital billboard advertising thus generate interest and are more likely to provoke action among consumers. It was estimated that digital billboards would have a 64% impact on traffic in stores (Displayce study - 2017). Also, in the same study, for 30% advertisers, digital billboard advertising increases performance of other medias of the same advertising campaign. __BR____BR__Digital billboards: a media for two kind of target__BR__It is important to note that billboards fall into two categories: billboards intended for moving target that is mainly on public transport areas: train stations, metro stations, airports, in the streets, etc, and billboards intended for static target that can be placed in waiting rooms: doctors' surgeries, banks, beauty salons or even placed near checkout counters in supermarkets. Concerning this static target, results speak for themselves, since at the exit of a waiting room composed of digital billboards: 100% of interviewed people affirm having seen and watched the screens broadcasting the ads. Memorization of these ads plays a huge role in the effectiveness of the message broadcast. The attention given to this media is such that 94% of individuals who have been exposed to a digital billboard advertising remember it. Digital billboards therefore have many advantages allowing advertisers to act on different levers to reinforce their message and accentuate the effectiveness of it on their target(s). Discover all advantages of digital billboard in our article - 7 good reasons to communicate on digital billboards -. At Adintime, we help you to understand the digital billboards advertising market and support you in your advertising choices and stand by your side in your media buying journey. ", "Digital OOH": "__startTitle__DIGITAL BILLBOARD ADVERTISING: WHAT YOU NEED TO KNOW__endTitle__ __BR__ __startSubTitle__Appearance and evolution of digital billboard advertising__endSubTitle__Digital billboard is a media that has adapted considerably to trends and technologies. It was in the 1990s that digital billboards appeared for the first time. As LED technology became more and more affordable both financially and mechanically, first tests of billboard on LED devices emerged and Time Square became the place of choice for digital billboards tests. In 1999, nearly 100 plasma screens were installed in the Mandalay Bay Casino in Las Vegas. The 2000’s truly marked the beginning of digital billboards in the world, appearing progressively in major cities. Following the development of LED technology in 2000-2010’s, the DOOH (Digital Out-Of-Home) was experiencing a real boom and was developing on a large scale. __BR____BR__Nowadays, digital billboard advertising companies of this market imagine the future of this media and are considering new technologies capable of increasing performance of these digital advertising devices and increasing their effectiveness on the desired targets. For example, technologies allowing digital billboards to distinguish and clearly define profile of passers-by thanks to integrated cameras and intelligent sensors. Digital billboards will then be able to determine the gender or age of passer-by to offer them suitable content. In fact, the primary objective of experts is to develop an interactive media and to customize broadcasts to suit passer-by to create a true user experience. __BR____BR____startSubTitle__Usages of digital billboard advertising around the world__endSubTitle__Digital billboard advertising market__BR____BR__DOOH has many similarities with classic billboards (or print billboard) __BR__As classic billboards, digital billboards can be found in every country in the world and each billboard belongs to a particular out-of-home advertising company. Companies build networks of billboards in order to sell several spaces in specific geographic areas. As classic billboards, many options are available to advertisers. Whether it is a question of locations, digital billboards are present in all public places: streets and town centres, train stations, metro stations, shopping centres, waiting rooms... Whether it is a question of formats: in digital billboards market, we use video spots; they can be 6, 10, 20, 30 seconds long or longer. As for the classic billboards period, DOOH is reserved and generally purchased on a weekly basis. __BR____BR__Major out-of-home advertising companies (print and digital): French company JC Decaux is the leader in billboard market with a worldwide turnover of 3,618 billion euros. Its main competitor is Clear Channel with a turnover of €2,305 billion. Those two actors dominate in particular thanks to their worldwide coverage larger than their competitors. Digital billboard advertising investments around the world: in 2018, advertising spending in DOOH market was estimated at $5.7 billion (US dollars). That represents an increase of 16% over the year 2017. A progression which accelerates, since in 2019, DOOH realized a growth of 20% reaching then 6.84$ billion USD. A study carried out by Magna Global in 2016 shows the total advertising spending on billboards (OOH and DOOH) by country: United States spends the most in digital billboard advertising, with nearly $1.005 billion (US dollars). Global average for the share of DOOH investments in billboard’s spending is about 13% in 2016. __BR____BR____startSubTitle__Advantages and disadvantages of digital billboard advertising__endSubTitle__Benefits and dangers of the commercial__BR__A video spot is a real opportunity for advertisers to stand out and assert its positioning. However, it is important to focus on the message to be conveyed. Indeed, you must not drown consumers in a quantity of information that does not allow him to grasp and retain the essence of your message. To avoid this pitfall, you must be concise and striking by going right to the essential point and make sure to attract passer-by so that the dynamic ad marks his spirit. Although long duration formats exist in digital billboard advertising market (such as 30 seconds), it is not often relevant to use them. It all depends on where you want to communicate. It is essential to ask yourself about your advertising campaign surrounding and to ask yourself the following question: will the target be static when exposed to the ad? Example: In a waiting room, people are confronted with a 30-second digital billboard advertising have time to watch the entire ad. However, if the same 30-second digital billboard advertising is shown in the metro or in a railway station, places with fast traffic flows; passers-by usually do not have the opportunity to linger over commercials. A short and striking spot must therefore be produced. __BR____BR__Hitting your target according his schedule__BR__A strategic advantage of digital billboard advertising is that it allows you to communicate in precise time slots. How does it work? In digital billboard advertising market, advertiser’s spots are integrated into a permanent loop. Out-of-home advertising companies thus allow advertisers to choose on which loop of the day they wish to appear according time slots but also on which dates or how often they wish to appear during the week (every Monday, or every 3 days, or even on precise dates...). A major innovation to reach a specific target according to its schedule. __BR____BR__When include digital billboard advertising in my media mix__BR__Digital billboards are ideal to reinforce your media campaigns. It allows to reach a considerable number of contacts and in particular individuals constituting your core target if your choices are strategic. As print billboards, digital billboard advertising remains an excellent means of local communication. It effectively encourages inhabitants and passers-by to take an interest in a product or service nearby. If you want to emerge and position yourself as an innovative, modern and creative advertiser, digital billboard advertising is an excellent media for you. Many advertisers develop their awarness and make people talk about them through dynamic, surprising and attractive advertising spots for passers-by. If this media interest you, do not hesitate to consult our dedicated page to digital billboards. At Adintime we support and advise you in media buying journey. Don't hesitate to ask us, our team of media experts will be happy to help.", "Out Of Home_France": "__startTitle__BILLBOARD ADVERTISING IN FRANCE__endTitle__ __BR__ __startSubTitle__Presentation of French media landscape__endSubTitle__In France in 2019, total advertising market spending, including digital, was about 15.062 billion euros (16.88$ billion-dollar US), an increase of +2.6% compared to the previous year. The market for the five traditional media - television, film, radio, press and billboards grew by +4.5% in 2019 (according to BUMP 2019). Advertising market by media in 2019 is largely dominated by the Internet with 36.05% of investments made in this media interest is followed by TV (22.56%) and then press (13.76%). Unsurprisingly, digital growth is the strongest recorded. It represents 642 million euros (719,29$ million dollar) in 2019 on all traditional media; while internet represents 5,429 milliards euros (6.08$ billion-dollar), an increase of 10.2% compared to 2018! In 2019, nearly 66,000 advertisers advertised in all media combined, leading communication investments to 33,809 billion euros (37.88 billion dollar).__BR____BR__History of billboard advertising in France__BR__It was in the mid of 1800’s that billboards meant for advertisers developed; this, is particularly linked to the creation of lithography (a printing technique allowing creation and reproduction of a large number of copies) at the end of the 18th century. In 1866, French painter Jules Chéret gave a new dimension to billboard advertising by using it as a means of seduction and thus designed aesthetic, homogeneous and attractive billboards to passers-by. In 1881, law for press’s freedom and billboards came into force, leading to a real boom in billboards the following years (1880 - 1914), particularly in Paris. Billboards advertising were mainly used to represent festive years and birth of cabarets and concert cafés. A famous example is Toulouse Lautrec, who, in 1892 designed - Moulin Rouge, La Goulue - (a billboard printed in more than 3,000 copies). After WWII, 30 years of post-war economic growth came: a boom in consumption, a baby boom, as well as a boom in the media industry, especially billboards! Billboards multiplied from decade to decade and in 1972 the billboard Museum in Paris was inaugurated. Billboard advertising also known as ooh (out-of-home) is a diversified media that knows how to adapt to technological evolutions and trends. It offers increasingly developed digital solutions. __BR____BR__Billboard advertising market in France__BR__In France in 2019, billboard advertising (outdoor billboards advertising - street furniture – or billboard advertising placed on transports and in public places) represented nearly 1,090 million euros (excluding digital billboards), representing an overall increase of 0.84% compared to 2018. In France, as in the rest of the world, market leader for billboard advertising is a French company: JC Decaux, which deploys its devices in all places where billboards advertising is allowed. Its principal competitor Clear Channel (a U.S. company) is also present in many these locations and is notably the billboard advertising company that won the street information furniture contract for Paris’s city for the year 2020 against numerous competitors (such as JC Decaux). In 2018, 9,271 advertisers (print and digital out-of-home advertising) used that traditional media, an increase of 7% since 2010 (8,667 advertisers used it in 2010). In the top 3 of advertisers having spent the most in 2019 (in the top 100 advertisers in France) we can find Renault Automobiles in 1st position with 25.3 million euros in 2019, an increase of +11.9% compared to 2018. FDJ (Fédération Française des Jeux – money games) in second position with 22.1 million euros in 2019, an increase of +165.6% compared to 2018; and in third position Orange (a French telecommunication company) which spent 20.4 million euros in 2019, an evolution of -19.4% compared to 2018. __BR____BR__Billboard advertising in France: a powerful and high-performance media__BR__Billboard advertising campaigns requires more organization than digital billboards campaigns. Classic Billboards are in high demand, especially during strategic periods of the year, such as March, June and September (months before sales or return from the summer holidays). Thus, to obtain the ideal billboard network at the desired period, it is necessary to plan ahead the media campaign. In addition, print billboard advertising requires the printing of posters. In order to ensure that preparations run smoothly while maintaining a margin to have flexibility (in case logistic or availabilities issues arise), it is generally wise to plan it at least 3 to 6 months in advance. Moreover, unlike other medias, billboards have been part of the urban landscape for centuries. Billboard advertising is perceived as the least disturbing media. A study conducted by Clear Channel in 2017 (“La Communication Extérieure booste les nouveaux usages mobiles dans le parcours consommateur” meaning Outdoor Advertising boosts new mobile uses in the consumer journey) showed that consumers are more sensitive to this media: 72% of urban dwellers surveyed said they had made a mobile purchase via their smartphone for a product seen on billboard advertising. 57% of city dwellers send photos of advertisements seen on billboard advertising to their friends and family. 71% of urbanites say they visit the brand's website seen on billboard advertising via their smartphone. __BR____BR__Some indicators on consumer expectations: __BR__Even if vast majority of billboards are highly appreciated, consumers are still developing new expectations. For several years now, we have seen an increasing need for speed and simplicity. Nowadays it is necessary to facilitate service to consumers as much as possible; to be efficient, to provide quick and intuitive tools. Respondents to Clear Channel’s survey expressed their need for more call-to-action advertising, for example: 40% want directional content that encourages them to visit brand's website. Billboard advertising is a very popular media for passers-by and consumers in general. Today, although many innovations have been introduced, billboards are more than ever a powerful and relevant media for an advertising campaign when a marketing objective of awarness or a professional objective has to be achieved. Find thousands of billboards browsing our billboard category on Adintime. At Adintime, we support you and advise you in your media buying journey. Our team of media expert will be happy to help you." }