on major classical communication budgets

Advertising, the year 2009 will continue to be placed under the sign of breaks and the questions, the crisis leading to rethink models less and less adapted to the needs of advertisers. In raw data, advertising expenditures have finally proved stable on eleven months with an overall investment of 22,57 billion euros, according to TNS Media Intelligence. But a more comprehensive vision reveals a year "chopped" into two, characterized by a particularly difficult first half, particularly in February, where the advertisers spending fell 9.3 on 2008, and in May (-7,57). The second half was much better, whether it's September ( 5.3), October ( 3.8) and November ( 9.8). But the crisis had started in the fall of 2008. Hence a more favorable comparison to the end of the year. Moreover, the figures provided by TNS Media Intelligence correspond to raw data, before trade negotiations. But this year, under pressure from advertisers, the agreed discounts have been dramatic.

Second break: even if the investments made on the Internet have maintained a positive curve ( 6.6) and if the canvas has behaved "as the most dynamic sector media" according to Corinne In Albon, responsible for operational in TNS Media Intelligence marketing, Internet ceased, for the first time for years, the role of locomotive of the sector. In November, these are the radio ( 25.5) and television ( 16.6) from the market more than Internet ( 8.4), the daily press re-emerging as positive for the first time. But the extent of the Internet by TNS only includes banners and does not import the purchase of key words, which represents, by far the largest segment of advertising for the Web.

Andreis Raphael, co-chair BETC EuroRSCG, welcomed: "With the crisis, there was a clarification of the role of the mass media which, first of all, focus on the usefulness of their brand." 2009 will also be the year where major tenders and competitions to be worn more on budgets media (EDF, SNCF, Lactalis, the position...) on major classical communication budgets. "It is normal," says Arthur Sa'dun, President of Publicis France. The digital revolution and the upheaval of the landscape which followed, a large number of advertisers have found that il was time to return their flat media strategy. Now, they require the international alignment media claiming yesterday for their classical communication budgets, to increase their power to purchase and play the maximum synergies.

"Pure players" against agencies

As such, the past year remain as the confrontation between a "pure players", as Duke, and advertising agencies claiming that they alone are able to build brands. "The"pure players"are essential because their work goes far beyond the simple orchestration of a communications strategy."We see it perfectly with our budget Lancôme and e-commerce, considers Arthur Sa'dun, even if the Net is a fundamental issue in an advertising agency. Today, competition is gaining on 3 items: a third party on the strategy, a third party on the creation and a third party on the management of points of contact. "Conclude that the year 2009 ends better that she started is an understatement.