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How Newspapers Can Gain Back Auto Dealers as Advertisers – Editor & Publisher

How Newspapers Can Gain Back Auto Dealers as Advertisers – Editor & Publisher | COM LAB | Scoop.it
How Newspapers Can Gain Back Auto Dealers as Advertisers
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Publicité native: le défi de la qualité - Infopresse

Publicité native: le défi de la qualité - Infopresse | COM LAB | Scoop.it
Selon une étude publiée par eMarketer, 37% des professionnels des médias considèrent que le plus gros défi du succès de la publicité native est de créer du contenu de qualité. 
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The Guardian débute la commercialisation des publicités au temps passé | Offremedia

The Guardian débute la commercialisation des publicités au temps passé | Offremedia | COM LAB | Scoop.it
Selon Digiday, The Guardian vient d’introduire une nouvelle mesure publicitaire sur son site basée sur l’attention des internautes. Les annonceurs peuvent désormais acheter des campagnes basées sur le temps passé, garantissant 100% de visibilité sur des durées de 10 à 30 secondes.
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6 tendances publicitaires sur le Web à surveiller

6 tendances publicitaires sur le Web à surveiller | COM LAB | Scoop.it
Voyez les six plus grandes tendances qui influenceront le marketing et la publicité en ligne en 2016.
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Research shows readers’ in-depth attention to print increases value of advertising

Research shows readers’ in-depth attention to print increases value of advertising | COM LAB | Scoop.it
In the United Kingdom, 60% of regular print readers do not consume other media while reading a newspaper, so their attention is solely focused on what is on the page in front of them.
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Reporting print results is paramount to advertiser satisfaction

Reporting print results is paramount to advertiser satisfaction | COM LAB | Scoop.it
Advertisers respond to data-driven information, so media companies need to report throughout a print campaign to show ongoing success. Ultimately, this is the product being sold to advertisers.
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Self-driving cars will seriously disrupt advertising — here’s how

Self-driving cars will seriously disrupt advertising — here’s how | COM LAB | Scoop.it
The self-driving car is on a roll. Some estimate that in just four years, there will be 10 million self-driving cars on the road, and at Ford, word is self-driving cars are just five years away from changing the world. Apple and Google’s parent company, Alphabet, are both reportedly eyeing real estate buys that would house their self-driving car operations. Meanwhile Uber is testing self-driving cars, and some think that self-driving cars will first hit the cars-for-hire market.
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Quelle est la vision des marketeurs en 2016? - Dossier : Mobile marketing

Quelle est la vision des marketeurs en 2016? - Dossier : Mobile marketing | COM LAB | Scoop.it
DMP, social selling, marketing automation... Quelle est la maturité des directions marketing sur le digital? Le CMIT fait le point en infographie.
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Le marketing patrimonial, ou comment valoriser son histoire d’entreprise (ou de marque) ?

Le marketing patrimonial, ou comment valoriser son histoire d’entreprise (ou de marque) ? | COM LAB | Scoop.it
De plus en plus les marques sont en quête de sens, elles cherchent à se doter d’une mémoire identitaire forte. Depuis des décennies, les entreprises anglo
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Le native advertising dominera le marché de la publicité numérique d’ici 2020

Le native advertising dominera le marché de la publicité numérique d’ici 2020 | COM LAB | Scoop.it

Selon une étude Yahoo / Enders Analysis, la pub native pèsera en 2020 environ 52% du marché de la publicité display. L'essentiel de la croissance se fera sur mobile.

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11 things publishers should consider regarding programmatic advertising

11 things publishers should consider regarding programmatic advertising | COM LAB | Scoop.it
News media companies investing in programmatic advertising need to remember that their audiences consist of real people, pricing and margin must be precise, and the process needs to be acutely refined.
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De Persgroep research shows mobile ads reach young readers

De Persgroep research shows mobile ads reach young readers | COM LAB | Scoop.it
Recognition of mobile advertisements is up to 60% (nearly double that of Web sites), and the impact of these ads tends to be highest with those between the ages of 18 and 34.
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How news media publishers can tap into local advertisers’ video spend

How news media publishers can tap into local advertisers’ video spend | COM LAB | Scoop.it
Small-scale businesses need to engage in video advertising now because they will be squeezed out of cable TV during the 2016 U.S. presidential elections and Olympic Games. News media companies should get ahead of the curve if they want to see any of that revenue.
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Facebook propose aux annonceurs de créer des campagnes publicitaires mobiles en fonction de leur stock en magasin | Offremedia

Facebook propose aux annonceurs de créer des campagnes publicitaires mobiles en fonction de leur stock en magasin | Offremedia | COM LAB | Scoop.it
Avec Dynamic Ads for Retail, les annonceurs peuvent connecter leur inventaire à Facebook pour créer des campagnes publicitaires mobiles en fonction des produits disponibles dans le magasin le plus proche. Un indicateur de disponibilité géolocalisé est également proposé. Si un produit est en rupture de stock, la campagne s’ajuste automatiquement pour que la publicité ne s’affiche pas pour les utilisateurs concernés.
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Where are local advertisers going? Facebook, new research suggests

Where are local advertisers going? Facebook, new research suggests | COM LAB | Scoop.it
Forecaster and analyst Gordon Borrell has just published his summer survey of 7,500 local advertisers with results that manage to be alarming but at the same time not surprising. Yes, there is a st…
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Digital Ads To Exceed $285B By 2020, $27B Lost With Ad Blockers

Digital Ads To Exceed $285B By 2020, $27B Lost With Ad Blockers | COM LAB | Scoop.it
Digital Ads To Exceed $285B By 2020, $27B Lost With Ad Blockers - 06/28/2016
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News Corp to start making vertical video ads for clients - Digiday

News Corp to start making vertical video ads for clients - Digiday | COM LAB | Scoop.it
News Corp is now selling vertical video ad campaigns across its properties, starting with The New York Post and The Sun.
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Le Guardian crée en interne de nouveaux formats publicitaires pour mobile (7 juin 2016) - mind

Le Guardian crée en interne de nouveaux formats publicitaires pour mobile (7 juin 2016) - mind | COM LAB | Scoop.it
Toute l’information économique et financière de l’industrie des médias, de la publicité et de la communication en ligne.
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Local Papers’ Love-Hate Relationship With Facebook Is Proving a Heartbreaker | Street Fight

Local Papers’ Love-Hate Relationship With Facebook Is Proving a Heartbreaker | Street Fight | COM LAB | Scoop.it
What if local newspapers, instead of chasing after ever-bigger traffic numbers via platforms like Facebook, cultivated fewer but more receptive users — the kind
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Publicité en ligne : une enquête va s'ouvrir

Publicité en ligne : une enquête va s'ouvrir | COM LAB | Scoop.it
Il ne s'agit pas d'une enquête sur d'éventuelles pratiques d'abus de position dominante mais d'une évaluation du secteur. L'Autorité de la concurrence annonce qu'elle vient de s'autosaisir dans le but [...]
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The Washington Post introduces “Fuse,” new technology for ads across all Post platforms

The Washington Post introduces “Fuse,” new technology for ads across all Post platforms | COM LAB | Scoop.it
Because Fuse is fully-hosted on The Post, users can easily click or swipe the ad unit to open the creative that stays within the current application, removing latency or load time.
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La publicité digitale sans langue de bois par un annonceur (et BOUM) – tracksandfacts

La publicité digitale sans langue de bois par un annonceur (et BOUM) – tracksandfacts | COM LAB | Scoop.it
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It's the End of the Line for the Ad-Supported Web

It's the End of the Line for the Ad-Supported Web | COM LAB | Scoop.it
The problem is that, thanks to the law of supply and demand, the value of advertising has been steadily decreasing over the past 15 years. Advertising is sold based on impressions, or the number of times that people have seen it (or are assumed to have seen it). As web use goes up, people see more web pages, and that means publishers are delivering more impressions. As the number of impressions approaches infinity, the value of those impressions approaches zero.
Bruno PACHENT's insight:

L'usage du web ne cesse de croître, les gens voient de plus en plus de pages, ce qui signifie que les éditeurs délivrent de plus en plus d'impressions. Le nombre d'impressions approchant l'infini, la valeur de ces impressions approche zéro. C'est mathématique ! Le marché n'a même pas besoin des adblockers pour s'effondrer...


Quelques pistes pour développer les revenus du web malgré ce phénomène inéluctable.

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Why your media company should be your client’s Web partner

Why your media company should be your client’s Web partner | COM LAB | Scoop.it
To diversify their offerings, media companies should consider the strategic advantages of hosting and developing Web sites for advertising clients so they remain front and center in the digital discussion.
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