ROI\marketing » Advertising

(In French only) Pub. digitale : faut-il dépenser autant ?

admin — Tue, 07 Mar 2017 08:06:57 +0000

Regardez de près comment vos euros dépensés en bannières se réduisent à des centimes et ne perdez pas de vue les fondamentaux. Explications de Michel Sara, fondateur de ROI\marketing.

Lire l’article sur le site de l’ADN

OOH in its 360 environment: the MCA perspective

admin — Fri, 30 Sep 2016 12:32:17 +0000

Michel Sara, guest speaker and the FEPE annual congress in Barcelona, June 2016

OOH in its 360 environment: the MCA perspective from ROI\marketing

(In French only) Lilly Wood & The Prick et Carrefour : est-ce vraiment optimiste ?

admin — Wed, 01 Jul 2015 15:21:42 +0000

Pour cette dernière tribune dans l’ADN avant la trêve estivale, Michel Sara, fondateur de ROI\marketing, évoque un sujet plus léger : le niveau d’anglais des Français. Illustration avec le cas de Carrefour et de Lilly Wood & the Prick. Vous avez dit optimiste ?

→ Lire la tribune du 1er juillet 2015 de Michel Sara sur le site de l’ADN

Is the effectiveness and visibility of the digital ads reflected by the ad spending?

admin — Thu, 14 May 2015 13:07:49 +0000

Studies showed that results are not correlated to ads spending:

AdGooroo Kantar Media1 analyzed search advertising activity in 10 different business categories on Google AdWords in the U.S., U.K. and France during January 2014 and found that only 1% of search advertisers generated an average of 80% of estimated paid search clicks across all categories (CPC).

56% of online ads are not seen by internet users (Google analytics2)

Even though the online ad market provides opportunities of growth especially for mobile ads spending, a study showed that the less appreciated ad formats for French and American internet users were the ones of mobile applications, social media and search engines. Only 3% of users would rather see an ad on social media including 1% on mobile application compared to 75% of them for TV shows and print magazines (Adobe, “State of online advertising study 2012).

Consumer usage ahead of mobile ad spend

admin — Thu, 14 May 2015 12:57:50 +0000

A study made by Mary Meekers based on IAB Ad spent data showed a high potential of growth for the Internet ad and especially for the mobile ad spending market. In fact, in the USA in average, people spend 20% of their time on mobile devices vs. 4% of total ad spending on this channel.

However, there is still work to be done in advertising for mobile usage:

Only few agencies master display mobile technology
Only few solutions to tracking consumers on mobile and to measuring the advertisement impact especially in-app formats.
Banners developed for mobile display advertising are much too large for the screen size and thus considered intrusive.