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BAROMETER OF THE COMMUNICATIONSINDUSTRY (France)
2013
2
Qualitative phase
33 interviews with lead advertiser decision makers
Methodology: face to face or telephone / duration : between 30 and 45 minutes.
IP: June/July/August 2013.
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Quantitative phase
1068 respondents including 330 decision makers
Positions : 31% Decision makers : Heads of communication, marketing, General Managers
50% Upper Management: Operations Managers
19% Lower management: Project/product/group Managers
Type of advertisers: 32% 100 top advertisers*
Industry sectors** : 27% Sales and distribution
21% Consumer goods (food, clothing etc.)
12% Culture, Media, Leisure, Communications
12% Banks, Insurance
9% Household goods (automobile, etc) and Transport
7% Internet, Telecom, New Technologies
4% Tourism, hotels, and restaurants
5% Industry, Construction, Energy, Business services
3% Management, Public Services, Health services, Training
635 companies represented
Methodology : online and telephone / Duration : 15 to 20 minutes / IP: June-July-August 2013.
* Source : Gross advertising investments 2012, Kantar Média & Stratégies.
** Data adjusted for advertising media and non-media investments by sector in 2011, France Pub.
Unless otherwise indicated, the % excludes DK
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50%
46%
52%
36%
42%
42%
30%
31%
34%
27%
22%
20%
17%
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53%
51%
50%
45%
45%
44%
36%
34%
31%
29%
24%
19%
18%
Scope of intervention of respondents
Brand content
Brand Strategy (product)
Digital marketing
Corporate brand strategy
Social networks
Digital advertising
Media buying
Point of purchase comm.
Mobile
CRM / PRM
Public Relations
E-commerce
Internal comm., HR
An advertiser manages 4.9 issues on average
Top 100All
Base : 1068
What issues do you manage?
5
Content of this barometer…
6
What keeps advertisers up at night…
Budget shifts
Their vision of abilities of agencies
Their relationships with their agencies
What are the agencies’ strenghts and weaknesses?
Sample individual agency report
The agency of tomorrow
The Competition: Appeal Advertising & Digital agencies
Appeal: digital agencies
Challenges for advertisers
Findings
Finding solution
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