The Online advertising market growing

E-advertising spent a third course in becoming the advertising medium. The Observation, reason, and the future of online advertising.

> E-advertising, mass media

Internet continues to experience a resounding success and now allows itself the 3rd French market share with 13.6% of the media behind the press (29.8%) and television (27,2%).

The on-line has become a mass medium and is fully anchored in the media plans of French companies, large and small. He is the one who incidentally had the highest annual growth: 43.4% compared to July 2006. Estimated revenue of Internet media 185.3 million euros in France in July 2007.

Of all methods of online advertising, sponsored links are those who enjoy the best growth: they represented 40% of investments on line. French companies are beginning to understand that it is imperative to use all the levers of growth and thereby diversify the sources of its traffic on each of E-marketing methods.

> The context of growth in online advertising

But if online advertising still attracts more advertisers, but also because it operates in a highly favorable: Internet users are becoming more numerous, the French are much more confident and no longer hesitate buy online …

The French Internet audience now stands at 12 million unique visitors per day on average (Médiamétrie). Google is still tops the most visited Web sites, followed by Orange, MSN, and Yahoo Free. These sites are therefore also those most used for advertising, followed by the Yellow Pages Group, the network TF1, That, and the User Magazine.

The proliferation of e-commerce sites is the cause of sustainable development of online advertising, leading e-tailers, a growing number (now in Fevad 30,000 in France) to promote their websites by all means. E-commerce grew by 38% just on the first half of 2007 in a fragile economic environment (especially in terms of purchasing power since the rise of consumer spending slows).

> The future market for e-pub

The online advertising has a future and is still far from reaching maturity! New technologies, new formats, new concepts … the market for online advertising, dynamic and sustainable, but seems to develop technology for qualitative purposes. It is indeed to greater transparency and control that looks promising market, promote the quality, attractiveness and targeting the benefit of advertisers demanding more and more …

An example that illustrates this phenomenon: the video format. It is under debate and advertiser demand is becoming stronger. According to DoubleClick, the impact publicitairede this format is superior to traditional formats and contains all the winning features of online advertising (brand memory, responsiveness, trust and closeness of people …).

> Conclusion

The popularity of online advertising is not ready to stop!

Companies are increasingly concerned. The courses, seminars and conferences are multiplying and business schools are beginning to incorporate these topics into their curriculum. The market for online advertising is becoming more competitive leading the largest companies to differentiate themselves by technological advance (and thus innovation) and smaller to make up by charging low prices and attractive.