How to succeed in advertising campaigns in 2022?

The year 2021 has managed to recover from the health situation, and the trends are up for 2022! We give you several tips to prepare your next advertising campaigns.

We start by giving you some figures for 2021 concerning the advertising market in France:

• Revenue growth for TV advertising: increase in daytime advertising volume (+23%)
• Radio advertising revenues increased: +13% from January to September 2021 (trade and telecommunication in 1st position)
• Outdoor advertising increased by +12% in the first 9 months of 2021
• Print media: an increase of +6% to reach 1.1 billion euros of advertising revenues

*Sources : magna

Due to continued global economic growth, in 2022 the advertising market will grow by +14.7% to reach 18.2 billion euros (traditional media +7%, digital pure players +20%) according to the latest Magna study. More than ever, 2022 will be a year of growth and will make up for the delay caused by the health situation of the last two years.

In this article, several concepts are discussed:

• Define what an advertising campaign is
• What are the steps to achieve a successful advertising campaign? (Define the target audience, traditional and digital distribution channels, KPI's and tools to measure the campaign, add call to actions, recommendations to establish for better advertising campaigns)
• What are the marketing advances for the year 2022?
• Why you should think about green media for your next advertising campaigns?

What is an advertising campaign?

An advertising campaign is a marketing strategy organised and implemented within a defined framework to promote a specific objective determined by a company. A company may choose to promote a product, its brand, an event, etc. This marketing strategy aims to reach and attract consumers to its brand.

Several means of communication exist: the radio channel, the advertising press, TV channels, billboards …).

The most important steps for a successful advertising campaign?

There are many steps to a successful advertising campaign:

2. Define the objectives of the campaign
3. Define the target audience
4. Choose the communication channels
5. Choose the right KPI's to measure the data collected
6. Add call to actions
7. Monitor the performance of the campaign
8. Make recommendations based on the measured performance

Define the objectives of the campaign

To help you define your goals, you can set up SMART goals. What does SMART mean? Specific, Measurable, Achievable, Relevant and Time-bound. This method allows you to define and highlight clear and easily understandable objectives in terms of both qualitative and quantitative metrics.

Questions to ask in this first step:

• Why run an advertising campaign?
• When to run a marketing campaign?
• Which product or service should be promoted?
• What are the expected results?

Once the questions have been asked, the different objectives are defined:

Different marketing objectives :

• To make a new product known
• Develop the notoriety of your company
• Generate traffic to your website
• Increase your turnover
• Increase consumer engagement
• Announce an important event

Define the target audience

Defining your audience is probably the most important point in your marketing strategy.

The 3 main target identifications are:

• The core target: the largest segment you want to reach with your advertising campaign
• The core target: the target on which you will focus all your attention, the one that has a particular, almost emotional, link with your brand or your products
• The secondary target: the target that you will reach indirectly. These are generally influencers (journalists and influencers for example)

How to define your target?

• What are the interests of your audience?
• What is the online behaviour of your users?
• What kind of content is your target audience interested in?
• Etc.

To help you get to know your consumers and the target audience that visits your website, you can rely on data from your traffic tracking tool such as Google Analytics. On this tool, it is possible to obtain data on the interests of your visitors, the device they use to browse your site, their geographical location...

Also, use your internal customer data to help you build the persona of your target and thus define the target of your communication/marketing campaign.

Screenshot of Google Analytics on the interests of website visitors

>>> We explain more precisely how to identify your marketing target.

On which channels should the advertising campaign be broadcast?

Many marketing channels exist, but in this article we will focus on the 2 main categories of communication channels: digital channels and traditional channels.

The different digital channels and their advantages

For digital channels, we find:

• Social networks: essential for companies, social networks provide visibility on the web by establishing a link with Internet users.
• Podcasts: a fast-growing information medium, podcasts encourage interaction with listeners.
• Display networks: attractive format, the display network can appear in several formats (image, video, gif, etc.).
• Google Ads: building campaigns on Google
• Programmatic advertising: automation of the buying, selling and recommendation process

The benefits of traditional media

Traditional communication channels include:

• Billboards: distribution channels for the general public, several formats are available to achieve local communication and reach a catchment area.
• The press: an image medium, the press is credible with readers and can be distributed locally, regionally and globally.
• Posters on means of transport (bus, tram, metro, etc.):
• Television: provides powerful visibility with a strong impact on a company's reputation.
• Radio: the 3rd most popular medium in France in terms of advertising expenditure, this medium can be listened to on several media (radio, tablet, telephone, etc.).

>>> Discover the different communication channels and their advantages.

The Deezer x BNP Paribas advertising campaign

Deezer (digital music platform) offers targeted advertising. Indeed, the application and its website have a qualified audience. When registering on Deezer.fr, each user enters his or her age, gender, location and email address.

In this advertisement broadcast on the Deezer platform, BNP Paribas targeted high school graduates.

What are the essential KPI's and tools to measure your advertising campaign?

Monitoring the performance of an advertising campaign is the key to success. By constantly monitoring the results of a campaign, it is possible to improve it in time. It is also necessary to analyse all this data for your next advertisement in order to improve it.

Tools such as Google Analytics or Google Search Console are used to measure the performance of a campaign.

KPIs (Key Indicator Performance) represent the indicators for measuring the performance of an advertising campaign.

Precise criteria are analysed: whether the visitors to a website are private individuals or professionals, the number of sales made over 1 month, the most consulted page on a website, etc.

How to measure the performance of an OOH campaign?

• Identifying people's movements: innovative systems are installed in panels to obtain a detailed survey of prospects' movements.
• Vehicle movements are identified: with GPS and satellite imagery.
• Billboard mapping: each billboard is geo-located and placed on a map where the data is recorded.
• Visibility Adjusted Contacts (VAC): to find out if passers-by actually looked at your billboard campaign.

>>> Read our article How to measure the effectiveness of an outdoor advertising campaign?

KPI's to use to monitor a TV campaign

• The number of sales,
• The number of visitors to your website (drive to web),
• Conversion rate: percentage of visitors to a company's website who complete the desired action,
• Engagement rate: measuring the interactions of users of a social network, or subscribers of an account,
• Direct traffic to the website,
• The number of subscribers on social platforms.

>>> Read our article How to track the performance of a TV ad?

Other KPI's to measure your campaigns on other platforms

• Click-through rate: the number of clicks recorded in relation to the number of times the element was displayed
• The open rate (for emails): number of emails opened for a campaign
• ROI (Return On Investment): a ratio that measures the return on your initial investment
• Cost per lead: price spent to acquire a sales contact or prospect.
• Bounce rate: percentage of visitors to a website who only consult one page and leave
• Cost per click: the price you pay for a click on one of your advertisements

Add call to action

Call to action are used to bring consumers to a specific location: a page on a website, a phone number...

A campaign can be effective and generate traffic. Only a complete campaign must include this type of functionality that serves as a guide for consumers.

Make recommendations based on measured performance

This is a post-campaign stage that will determine the impact of your campaign and whether the results obtained are satisfactory or not.

It is in fact an assessment that will allow you to ask yourself the right questions:

• How to save money for the next campaign?
• What are the explanations for the objectives that were not achieved?
• What are the positive points of this advertising campaign?
• Was the audience well targeted?
• Etc.

Marketing advances for the year 2022

Focus on DOOH (digital outdoor advertising)

More and more popular with advertisers, DOOH (Digital Out-Of-Home) is the ideal solution for your communication in 2022, whether you need a local, regional or national campaign.

More visibility! Whether in shopping centres or public places such as petrol stations, DOOH includes all the digital screens that are outside and therefore visible to everyone.

We note* that 389 DOOH campaigns were certified by the ACPM in the first half of 2021, for a total of 491 million spots. This is twice as many spots as in 2020 over the same period.

*Source : acpm.fr

Segmented TV advertising: the solution for your campaigns in 2022

What is segmented TV advertising? Segmented TV advertising is the ability to offer targeted advertising based on audience segments in the same advertising space. The principle of this measure is to revitalise the TV advertising offer and to offer more localised solutions adapted to audiences.

This makes it possible to:

• Better targeting of the audience
• Reduce the cost of buying TV advertising space
• Better measure the ROI of advertising campaigns

ISPs that agreed to do segmented TV advertising: Orange, Free, SFR and Bouygues Telecom.

>>> Take a look at our article on segmented TV advertising.

DAB+ network radio

This is the radio of the future! DAB+ (Digital Audio Broadcasting, where + stands for enhanced broadcasting worldwide). In other words, DAB+ is the digital successor to FM.

By the end of 2022, 50% of the French population will be able to receive DAB+. This means the development of several radio stations that will offer a wider choice of local and national programmes. This is a great opportunity for advertisers who want to reach new targets.

Today, Chérie FM, Europe 1, Nostalgie, NRJ ... and many others are broadcasting on DAB+.

The loss of third-party cookies

Mainly used for advertising targeting, third-party cookies should no longer exist in a few months. Indeed, by 2022, Google will end the use of third-party cookies. As a result, individual tracking will be eliminated for the protection of personal data. This change is likely to reshape the online advertising market, both for advertisers and Internet users.

Think of ecological media for your next advertising campaign

Green advertising campaigns are on the rise, figures* that will convince you:

• 63% of French people surveyed have more confidence in a company if it offers sustainable products
• Nearly 9 out of 10 French people believe that companies encourage them to over-consume
• 78% of consumers would like to have information on the environmental and social impact of the goods they buy

*Sources : jai-un-pote-dans-la.com

FranceTV Publicité is committed

FranceTV Publicité is constantly adapting and innovating in order to meet its ecological commitments. It is moving towards greater flexibility and agility to support advertisers and their partners. The TV channel is creating a visual environment to distinguish spaces dedicated to responsible messages and products.

FranceTV is committed to 7 actions:

• Offer advertisers the opportunity to book campaigns with agility thanks to the "D-1" offer, allowing them to be broadcast the very next day on all France Télévisions Group channels.
• To give a rendez-vous every Wednesday to the partners of the advertising department with "Les Exclusives", where new premium offers renewed every week in TV and Digital will be found.
• Supporting companies in difficulty in the Travel-Tourism, Culture and Leisure and Catering sectors.
• To share the risks and be an advertising network responsible for the effectiveness of its clients' campaigns with the "ROI partner" offer by committing itself alongside the advertisers.
• Rewarding companies committed to a sustainable approach and certified by recognised labels and charters (Nutriscore A/B, Label AB, 1% for the planet, etc.) with the "Labelled companies" offer, which gives them greater visibility and attractive rates.
• Giving companies a voice to tell the story of their responsible actions in dedicated screens thanks to the "Responsible Territory" offer.
• Promote companies that protect the environment in contextualised "Green Spirit" screens, announced by an eco-responsible jingle.