EMEA > France

In what is being seen as a strategic buy, LeadMedia announced this morning that it is acquiring Gamned, a leading independent trading desk in France.

LeadMedia, a data marketing specialist with hooks into performance advertiser’s CRM and data assets, is presumably looking to offer its pan-European customer base a real-time targeting and prospecting solution.

With this acquisition, the company can now offer a service layer to help its clients manage and run re-targeting campaigns. Although Gamned could be classed as an ITD, it was, like many progressive trading organisations in Europe, looking to build a customised technology solution in order to differentiate itself in a fiercely competitive market.

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Sylvain Deffay is Country Manager, France at Infectious Media

As 2013 kicked off with the e-marketing conference in Paris, it seems that the importance of measuring online advertising viewability has impacted the French programmatic market. I was presenting along with several of my peers on the possibilities of viewability and where the technology is going, whilst Alenty presented jointly with AppNexus about their latest viewability app.

To date, viewability has been associated more with branding campaigns than performance, for obvious reasons. However, by ignoring viewability measurement in performance marketing, we are implying that the click remains the best measurement, and not the impression. It is time for us in France, with such a strong performance market, to explain and promote the efficiency of seen impressions in generating conversions, even without a click.

A measure of viewability can help us do this, and could not be more timely with the latest reports showing that, on average, anywhere from 30-50% of impressions are not viewed in standard run-of-network campaigns. The good news is we are now in a position to filter the real from the fake post impression conversions. Firstly, there is no need to account for post impression on unseen banners. Through comparing the uplift in conversions based on accumulated view-time, instead of just the usual frequency metric, each advertiser, and its trading desk, can now define which of the tracked post-impression conversions can be really considered as genuine conversions. This can be a great interim strategy to eliminate accounting for unseen impressions.

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TraderTalk TV is coming to Paris on March 06. TarderTalk TV provides the visual overview of the granular aspects of data-driven advertising – effectively, how all this technology, data and trading actually works (you can view all episodes here).

We will be inviting some of the leading figures in the French market along to provide insight into innovation as well as smart execution around technology and data.

The series will be profiling the best and brightest from across the buy and sell side to scribble on our now “world-famous” whiteboard. Details to follow on when these episodes will be posted.

Following on SpotXchange’s recent French expansion, ExchangeWire caught up with Andrew Moore, Managing Director for EMEA with SpotXchange to get some insight into burgeoning French video opportunities in the market.

SpotXchange EMEA has launched a presence in France and appointed Sophie Davidas as Directeur of Business Development. Why have you chosen France as your first European expansion outside of the UK what will Sophie bring to the role?

We have appointed Sophie Davidas to lead our business development efforts in France as she is well-established in the marketplace. Sophie’s role is to develop SpotXchange’s business in France and work with our partners to help them capitalise on the shift to programmatic video. Sophie sits on the IAB France Innovation Committee and has a strong track record of bringing innovative new technology into France. She will be able to leverage her local relationships to help us grow.

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Sylvain Deffay is Country Manager France at Infectious Media.

This September I cut the ribbon on Infectious Media’s Paris office. It is a really exciting time to be opening an office in France. Q4 has been packed with news about RTB and programmatic buying, with new exchanges, new technology suppliers and signs of advertisers buying into the benefits. All of which has pushed RTB right up the press agenda.

Looking at the figures, global market intelligence firm IDC’s recent report shows French display ad trading spend more than doubling this year, with RTB based ad spend increasing by 120%. To put this in context, the whole French display market only increased by 1% in 2012, with recent reports pointing to the display market in France shrinking year over year in September and October. So with this dramatic growth, RTB in 2012 has increased its share of display sales from 4% to 8.6%.

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Programmatic advertising has brought a wealth of new innovation. It has completely re-invigorated the display market, enabled search marketers to easily extend skills and services into a new channel and created a RTB market that has grown from USD $0 to $2 billion in just the last three years.

The International Data Corporation (IDC) has been tracking this topic closely, and its Real-Time Bidding in the United States and Worldwide, 2011-2016, is well worth a read (you can find it on the report sponsor PubMatic’s website). RTB is possibly the fastest-growing digital ad segment in history, and the report predicts it will grow to $13.9 billion spend worldwide by 2016, but how does this break down into EMEA? Are some markets more ready than others? How do we assess the geographical variations? In an attempt to answer some of these questions, let’s take a look at a few examples.

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The subject of ‘programmatic premium’ may still be surrounded by ambiguity and ill-definition, but the French RTB market nevertheless is driving on with its adoption.

Many saw the launch of La Place Media and Audience Square as the first signs that premium French inventory would be accessible and scalable through the programmatic channels. Platform-based video buying has also been on the end of a significant growth curve, and yesterday saw the addition of even more scale for that opportunity through the launch of stickyXchange by StickyAds. It is fair to suggest that France is majorly invested in defining the future of premium buying via programmatic controls.

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This year’s ATS Paris was ExchangeWire’s biggest event yet in France. The data-driven ad market is growing fast, and is leading the way in innovation compared to the other two big markets in Europe. Over the past twelve months we have seen two publisher exchanges come to market, as well a huge number of Independent Trading Desks servicing the trading requirements of both agency and advertiser. ExchangeWire caught up with ATS Paris keynote, Julien Gardes, Country Manager, France, Rubicon Project, to discuss the French market as a whole, as well as getting a deeper dive into the premium publisher strategy, particularly around La Place.

Let’s talk about the French display market first, how much of an impact has automated trading had on the overall display market since you joined Rubicon Project?

In a word: massive.

The French market has been an early adopter of RTB since it came to market, with publishers then trading desks embracing it like ducks to water.

The shift towards automated trading has been especially impressive for a country with such a high volume of ad networks – 55% of our revenue now comes from RTB sources, up from almost nothing a short time ago. Meanwhile, those ad networks with significant tech added value are still doing well, and many are embracing RTB themselves.

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