Observatory of e-advertising The Union Boards Internet (SRI) and Capgemini Consulting presented the results of the first edition of the observatory e-pub. This study by Capgemini Consulting in the IRS initiative, aims to measure the French market for online advertising communication in all its dimensions (display, search, directories, affiliation, e-mailing, comparators, mobile) on a turnover net.
In 2008, the market for online advertising communication is valued at 2 billion euros net. It increased 23% compared to 2007 and confirms the dynamism of the Internet medium and its place in the heart of brand communication strategies.
For Luc Tran-Thang, Chairman of the IRS "It seemed essential, within the IRS to have for the first time vision of the entire advertising revenue generated by digital media. The Internet is not a media invested in mono-segment, but in combination of solutions. With net sales of 2 billion euros, the digital media demonstrate their importance and weight in the advertising landscape. "
In 2008, all segments of the online communication recorded a double-digit growth.
- The leader of this market segment is the search (sponsored links) with 800 M € in turnover (+35% in 2008), thanks to a wide portfolio of advertisers.
- The display (the graphic advertising), in second place, continues to grow in 2008 (+10% in 2008, 510 M € of turnover) led by special operations agent, on average, 17% of the turnover of this segment and under that offers performance: 11% of turnover.
- Internet directories which, even more than the search, capitalize on a large volume of advertisers, representing € 420 million in sales (+ 25% in 2008).
- In a demanding market environment, affiliation (+30% in 2008, € 140 million in sales) has attracted new advertisers, attracted by the pay for performance.
- In a similar vein, the price comparison sites take advantage of the tendency to optimize the shopping basket (15% in 2008, € 90M).
- e-mailing (direct marketing online) is, meanwhile, 130 M € turnover
- (+10% in 2008).
- Finally, the mobile has received in 2008, the craze for mobile multi media and the success of attractive offers data offered by operators. This will bring eventually all the factors necessary to launch advertising Mobile.
"Now advertisers use the online massively to deploy their brand strategies, generate traffic and boost the purchasing act. By comparison, revenues from online now represent 59% of those on TV, "said Jerome Bourgeais, Associate Director - Capgemini Consulting.
In 2008, the dynamism of the Internet continues to be driven by growth in both the number of users and time spent. It has, moreover, the boom of new uses (social networks, video, ...)
Attractiveness Media is strengthened and the emergence of new marketing methods should facilitate access to new media advertisers.
Trends 2009 ... The Internet has the means to take its game advertising.
investments on the Internet are expected to grow 14% over 2009, increasing the share of Internet media in the mix multi-media. The Internet still has a wide margin of structural progression: the hearing and the time spent online will continue to grow while new advertisers are still to be conquered.
Flexible, responsive, measurable and yet accessible, the Internet also presents attractive characteristics in times of crisis. Even if current investments will vary from one sector to another, depending on the maturity of the players, their exposure to economic conditions and their logic media investment, the market share of the Internet should continue progression.
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