Online advertising, mobiles, cultural goods, innovation … The last 4 studies to discover
Panorama of trends in the online advertising market in Europe, 58% of French people legally or illegally procure dematerialized products, 46% of marketers use mobile phones for their campaigns, only 8% of French employees have a smartphone provided by their employer… Focus on 4 new studies.
Almost 50% of marketers use mobile for their campaigns
The 2012 edition of the IBM study “The State of Marketing”, taken up by the site Offremedia, analyzes the evolution of companies’ mobile strategies. This highlights the emergence of their use by revealing that almost 50% of marketers use mobile sites and mobile applications in their campaigns, an increase of almost 90% in one year. 30% and 31% of respondents think they will adopt these supports within 12 months. Mobile advertising, one of the least used techniques at the moment with 25% of followers, could see its number of users soar by 34% this year.
58% of French people buy dematerialized cultural products
According to half-yearly barometer REC + by GfK, taken over by theoffreMedia site, the French would obtain more physical cultural goods than dematerialized goods, but this trend would be reversed in terms of volumes.
The study thus indicates that during the last twelve months, 91% of those questioned have bought physical cultural goods (paper books, audio CDs, video supports, video games) while 58% of them admit to having also “Procured” (legally and / or illegally) dematerialized goods (music, digital books, videos, applications and games for mobile phones). In the end, in volume, dematerialized goods far exceed physical goods, at 62% against 38%, according to the distribution published by the institute.
In terms of annual budget, respondents indicate buying in particular paper books (98% compared to 2% of digital book purchases), followed by CDs (88%). Music downloads and streaming only represent 8% and 4% of annual purchases.
Study conducted with 578 book readers, 575 music headphones, 574 video viewers and 584 video game players.
Overview of trends in the online advertising market in Europe
Infectious Media, a specialist in “intelligent display”, today published its 3rd analysis report on the trends in the online advertising market for spring 2012.
This reveals 3 important points:
- A increase in advertising frequency has a positive impact on the click-through rate, especially in Western Europe, Eastern Europe and Germany.
- France is one of the countries with exposure times to the weakest advertisements, alongside Germany and Italy. Conversely, Swedes and Hungarians spend on average more time per internet page than other Europeans, and are therefore exposed to advertisements for a longer time. They thus represent a greater opportunity for brand awareness messages since RTB (Real-Time Bidding) campaigns in these regions should provide better results per impression, compared to other regions.
- The five most important aggregators in Western Europe are: Google (40% °), Rubicon (16%), Admeld (11%), PubMatic (4%), and RMX RTB Member (2%). A market that is gradually opening up to competitiveness while in Eastern Europe, Google occupies 66% of the market. Finally, in Great Britain and Ireland the sale of inventories and much more competitive with Google Exchange representing only 22% of the market, followed very closely by Rubicon and AdMeld (a Google company).
- The study also recalls that the United Kingdom remains the leading European market for RTB purchases with 513% annual growth for the Rubicon REVV platform. France, meanwhile, is growing strongly month after month in 2012, with an RTB market currently around half the size of the UK. Italy and Spain are also showing signs of maturity with double-digit month-to-month growth.
Only 8% of French employees have a smartphone provided by their employer
Syntec Digital and BVA have just published, in partnership with 01 and BFM Business, their quarterly barometer of innovation in Europe. This one, carried out on a sample of more than 4000 people, reveals that the French are still very cautious with regard to digital at work.
68% of European employees are equipped with internet access, 64% with online messaging and 57% with modern IT equipment. However, only 8% of French employees have a smartphone provided by their employer, and 31% of them have access to social networks at their workplace, compared to 20% of professional smartphone users in Great Britain, in Germany, Spain and Italy, and access to social networks for around 40% of Europeans. This low score is explained by the mistrust of French companies in the face of tools such as social networks, which leave too much freedom to their employees, but also by the threat posed by professional smartphones for 59% of French people, who believe that these devices prevent them from separating professional and private lives.
As for the morale of software publishers, it is on the rise again with 60% of respondents (against 44% in December 2011) reassured about the future of their sector. As a result, 55% of them plan to increase their workforce this year (up from 48% in March), and 70% plan to invest in new projects in the next three months.