Targeted internet advertising brings a lot of money. On this principle, David Larramendy, President of the National Syndicate of Television Advertising, told Les Echos about the reforms he would like to put in place in the French audiovisual landscape.
Television advertising in France alone generates 3.4 billion euros. Too little, according to the union president who explains that this account has dropped by 5% since the 2008 crisis. In addition, he finds that the results of advertising on the internet have doubled, to reach 4.6 billion in four years. According to him, traditional media must join forces to compete with GAFAM, which monopolizes the market. As well, David Larramendy is thinking of proposing reforms to initiate the opening of different advertisements to the market.
A series of proposals to fight the web
" Lifting the taboos on sectors like distribution and cinema, or allowing segmented advertising on television would finally give us the means to fight on equal terms, says David Larramendy, television groups invest a lot of money in technology for the advertising of tomorrow ".
Among the proposals of the union president, more targeted advertising with the distribution of ads more local, but also adapted to the calendar to announce the balances, for example. Similarly, he would like to partner with telecom operators to further expand the potential of TV advertising.
" Today, with SIRTI, which represents independent radio stations, we have very fruitful discussions around a common proposal. This would allow the channels to make a very fine and geolocated targeting but without giving the addresses of the stores, which would allow the local media to continue to capture these "drive-to-store" ads, which are growing strongly ".
Associate the big and the small screen
Similarly, David Larramendy would like to open the market to movie trailers. He believes that when they are shown before the movies, these trailers will reach an audience already accustomed to the dark rooms, where a television broadcast could call a different audience, older and also with more free time.
He reassures however about his reflections of reforms: he does not wish to invade advertising TV channels, nor take shares in local radios or the local press, but rather make sure everyone can work together. In the same way, the union talks with the chains, in order to allow price reductions of up to 60% for independent films wishing to broadcast their trailer on French television.
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