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COVID-19 : 9 specific impacts on the advertising industry and its future
May06

COVID-19 : 9 specific impacts on the advertising industry and its future

After a detailed analysis of the impact of the Covid crisis on the media industry, today, we look at the consequences of COVID for the advertising industry. The advertising industry is inseparable from the media business model. Except for public service media, financed by taxes, the entire media ecosystem is dependent on advertising revenues. The coronavirus crisis has very strongly impacted advertising revenues. This crisis will...

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Advertising: how to make your company more visible right from the start?
Feb14

Advertising: how to make your company more visible right from the start?

How do you make your business visible right from the start? Are there several advertising methods? What exactly is advertising? All these questions (and many others) are at the heart of the questions asked by Pierre-Raffaele, a 10-year-old future entrepreneur. To help him build his business project, he receives Karim Debbah, an advertising specialist. With him, he not only retraces the history of advertising but also discusses the...

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[Podcast] 30 years of advertising history with Bruno Liesse
Jan20

[Podcast] 30 years of advertising history with Bruno Liesse

In this podcast, we continue our musings on advertising in general and digital advertising in particular (if you haven’t listened to it yet, we also recommend our podcast with Paul Lee, Director of Media & Telecom Research at Deloitte). For this podcast, we have invited a media and advertising specialist in the person of Bruno Liesse. His 30 years of expertise in the field give us a comprehensive look at developments in the...

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[PODCAST] Future Trends in Advertising with Paul Lee (Deloitte)
Jan06

[PODCAST] Future Trends in Advertising with Paul Lee (Deloitte)

For this first episode of the year, we innovate a little and offer you a podcast in English. Our first interviewee of the year is a reference when it comes to the advertising market and the universe of media. Paul Lee is Deloitte’s Global Head of Research for the telecom, media and advertising markets. A triple skill that allows him to take an innovative and in-depth look at a market that has been in almost constant change since...

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[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case
Dec02

[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case

For the launch of our podcast on marketing and entrepreneurship, we received Karim Debbah, Media Manager of the Belgian Advertisers’ Union (UBA), the organisation that defends the interests of 1045 brands in Belgium. This podcast (currently in French), centred around the Bicky Burger case, also allowed us to address the issue of provocation in advertising. From the Benetton ads created by Olivero Toscani to the Bicky Burger...

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EMAC 2019: 5 research avenues for targeted advertising
Jun17

EMAC 2019: 5 research avenues for targeted advertising

At this year’s EMAC conference in Hamburg, I had been invited by Prof. Bernd Skiera and Prof. Klaus Miller (both affiliated with the University of Frankfort, Germany) to give a talk about online advertising research in the era of privacy. In today’s article I’m making my slides available and am developing my thoughts in the hope that they will help academics find new interesting paths for their future studies. Online...

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Belgian Data Alliance : media and telecom team up against GAFA
Jun14

Belgian Data Alliance : media and telecom team up against GAFA

Google and Facebook are the two largest advertising platforms worldwide and they capture most value of the online advertising market. This duopoly is ripping away value from incumbents as brands are shifting advertising budget from incumbents (telecom operators, broadcasters, …) to make deal directly with Google and Facebook. With such a power of negotiation, is it really a surprise that incumbents are joining forces to propose...

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The effects of ad frequency and recency on click-through-rate (CTR)
Mar25

The effects of ad frequency and recency on click-through-rate (CTR)

Less is more. This could be the conclusion of a recent marketing research study on online advertising published in the IJRM (International Journal of Research in Marketing ; see references at the end of this article). The authors, Steffen Försch and Evert de Haan (University of Francfort, Germany) studied a dataset of 5.8bn ad impressions and 1.8m clicks delivered for 158 advertisers across 25 industries. Their work show that...

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Advertising : limiting cookie lifetime will destroy value
Nov20

Advertising : limiting cookie lifetime will destroy value

Preliminary information : there are two competing rules for setting up maximal cookie lifetime. The European Commission (based a.o. on a proposal by CNIL) suggests to limit lifetime to 360 days whereas Google proposes 720 days. One year vs. two years is basically what you have to chose from. In no case it should be more than that. Yet, as Miller and Skiera explained at the 2017 EMAC conference, lifetimes of up to 8000 years have been...

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How Big Data will influence the future of advertising
Jul25

How Big Data will influence the future of advertising

“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical...

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Facebook doesn’t tell you really why you get targeted advertising
Jun19

Facebook doesn’t tell you really why you get targeted advertising

In the data world, the topics of transparency, privacy and ethics are more and more discussed. As we predicted a year ago, this may well be the next revolution in data science. We ran an experiment to understand the level of information Facebook users get on targeted advertising. Data literacy is essential Educating people on the role of data in their lives is essential. We see too many companies which revamp their terms and...

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How news consumption is influenced by the introduction of mobile apps
Feb11

How news consumption is influenced by the introduction of mobile apps

As everyone knows the rise of digital technology has changed completely media consumption. Traditional media have lost market share and news consumption has shifted to mobile content. The very business model of traditional media is at stake and the need to rethink the news offer has never been so high. Change is mandatory for those who don’t want to go bankrupt. A recent paper published in the Journal of Marketing (the most renown...

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