EMEA > France

4 March 2014 in ExchangeWire EMEA 1 Comment

'Competitions give the real-time advertising specialists a chance to prove their value'

sylvain_wirecolumn_2Sylvain Deffay, Infectious Media’s country manager, France, advises on how to best scrutinise the performance of ad budgets in a world of near constant technological change.

The latest figures from French regulator the SRI reveal programmatic buying is maintaining an upward trajectory in an overall advertising market that remains depressed. Along with this continued expansion into 2014, we’re seeing increasing appeals from advertisers for transparency into the workings of real time advertising.
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17 January 2014 in ExchangeWire EMEA 0 Comments

French Regulator Gets Tough On Privacy, And Clients Demand Transparency

France.jpgSources indicate that data will be one of the hot topics of 2014, particularly as the French regulator begins to bear its teeth and advertisers begin to demand enhanced transparency. In short, the terms ‘privacy’ and ‘transparency’ could soon become as synonymous with France as its national rallying cry: ‘Liberté, Egalité, Fraternité’.

In the second instalment of a two-part examination of the French programmatic trading market, ExchangeWire consults sources who offer their opinions of what developments must take place if the sector is to fulfil its potential and defy an otherwise gloomy economic outlook there.

ExchangeWire’s earlier post in the series reported how sources within the programmatic media industry indicated the market was ripe for consolidation, especially in the wake of premium publisher alliances La Place Media and Audience Square significantly impacting the market in 2013.

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15 January 2014 in ExchangeWire EMEA 0 Comments

‘French Programmatic Market Tipped For Consolidation In 2014’

France.jpgIn the first of a two-part look at the French programmatic market in 2014, insiders have told ExchangeWire the programmatic trading sector provided one of the few ‘good news’ stories in the French advertising market last year, which was described as “stable at best” by one source.

These sources also forecast the programmatic trading market will grow further in 2014, with some adding that market consolidation is a likely outcome if the sector is to continue to meet the needs of advertisers.

Tough economic climate impacting advertising budgets

Full-year figures for 2013 have yet to come in, but sources tell ExchangeWire the French advertising market was largely flat in the previous 12 months – an offshoot of the prolonged economic recovery there. Although in keeping with markets elsewhere, digital marketing budgets continued to swell.

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14 November 2013 in ExchangeWire EMEA 0 Comments

‘Programmatic & RTB Marketplace in France’, by Estelle Reale, VP Marketing, Global, 24/7 Media

EstelleRealeWhat better way to gain feedback from the marketplace than to gather both the buy and sell sides of the industry and listen to what they are saying about current market trends? It is something that we like to do on a regular basis at 24/7 Media.

To get a clear vision of the local programmatic and RTB market in France, we organised a conference during the summer, selecting a panel that included representatives from the buy side(1) of the digital industry. We had one representative from a retargeting company (SocioMantic), one from a trading desk (Vivaki) and the final panellist representative was from an independent agency (Agence 79). The event was organised six months after the launch of our French Private Marketplace and was an additional way for us to provide publishers with top tips to better embrace the RTB world.

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17 October 2013 in ExchangeWire EMEA 0 Comments

ATS Paris Agenda Now Live — Get Your Tickets to the Biggest French Data-Driven Advertising Event

atsparisThe premiere data-driven event for the French online advertising industry is returning to Paris on November 14, 2013 and the programme for the day is now available here.

Over the past couple of years, the French data-driven advertising market has developed into one of the most progressive in Europe — where concepts like publisher co-ops and programmatic video buying have become a huge part of the ad landscape.

These topics will be discussed at length at ATS Paris this year, as well as the big opportunities around mobile: How to target? How to monetise both app and mobile web? Data is also becoming a massive feature in the market. We will be hosting an in-depth discussion around the value of first- and third-party data, and whether this will grow the programmatic ad market in France.

This year we are bringing the best and brightest together from the French market to discuss the big issues affecting the market.

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7 March 2013 in ExchangeWire EMEA 0 Comments

'RTB in Europe: Positive Volatility', by Arun Kumar, President of MAP G14

Arun Kumar new 3 (427x640) While programmatic digital media buying has been established in the US for some time now, Western Europe and Japan made the headlines in 2012. With US exchanges and DSPs going global in parallel with the big ad groups, market development has been phenomenal. However, the challenges and opportunities that each of these markets presents are different. There is evidence to suggest that a lot of leap-frogging will also take place, where some of the markets outside the US will evolve their own business models and some services might be faster to reach maturation.

The British, French, German and Dutch marketplaces offer interesting contrasts. The UK has been one of the easiest and fastest growing programmatic markets outside the US, with 12% of total online ad sales coming from RTB in 2012. A large part of this growth is coming from RTB eating into the ad network share. The challenge for the UK going forward will be getting more volume, and diversifying into more channels, such as video and mobile.

The French and German markets have both been conservative; however, the challenges for programmatic buying have been different in both countries. In France, RTB has had to break into the stiff performance advertising segment and contend with search, affiliate and other performance display. The initial lethargy of publishers has been replaced with a strong desire to develop smaller exchanges and private marketplaces. It’s a bit of having your cake and eating it too: publishers don’t want to cede ground on the RTB space and have decided to start setting the pace. Don’t be surprised if direct RTB spend goes up in France over the rest of 2013.

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1 March 2013 in ExchangeWire EMEA 0 Comments

French Market Consolidation: LeadMedia Buys Gamned To Leverage Clients' Data Assets For Real-Time Targeting

LeadmediaIn 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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21 February 2013 in ExchangeWire EMEA 0 Comments

WireColumn: Will Viewability Change the French Display Market?

sylvain_wirecolumn_2Sylvain 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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13 February 2013 in ExchangeWire EMEA 0 Comments

#TraderTalkTV Is Coming To Paris For Filming On March 06

parisTraderTalk 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.

8 February 2013 in ExchangeWire EMEA 0 Comments

Andrew Moore, MD EMEA, SpotXchange Discusses Programmatic Video & Their New French Expansion

Andrew_Moore_HeadShot (640x640)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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