The most extraordinary media being invented

The mobile phone, in addition to its physical benefits, has a weight advantage: he reconciles, at least on one point, the France and America. Referring to the advertising on mobile, Maurice Lévy, Chairman of the Executive Board of Publicis, do not hesitate to say in the media: "it is the 1789 advertising...". The most extraordinary media being invented. "While its competitor Andrew Robertson, CEO of BBDO Worldwide (Group Omnicom), agree:" very soon, the largest and the only media that people have with them will be their mobile... ". He accompanies them throughout the day. This is, obviously, the instrument of convergence that is talked about for so many years.

Have Jean-Marie Messier, the Vivendi ex-patron, Apostle of the convergence and strategy systematically between pipe and content, it correct too soon The issue will no doubt continue to be debated. Remains a fact: with 3 G, the mobile revolution accesses, like the Internet boosted by ADSL, to the status of "supramédia", concentrating all the so-called traditional media. Everyone can now see the 20 hours JT when he wishes, listen to BFM or Europe 1, read the latest news and write a mail from his mobile. No wonder that the advertising and advertisers, there are still a few months, watched the mobile with the same skepticism that Internet three years ago, now part it of their media plan: the arrival on the mobile content already traditionally vectors of advertising (TV, radio...) and the fact that access to quality content cannot be exclusively financed by consumersmilitate in this sense. Already in the United States, the Yankee le Yankee Group Group believes that advertising investments on mobile (via hyperlinks, banners fixed or animated maps of keywords...) expected to reach 2 billion by 2010, or 1 of advertising spending. It provides a minimum of 5 by 2015.

In France, Coca-Cola has registered input the mobile in the heart of the media plan of campaign of stimulus orchestrated this summer by Wieden & Kennedy. And the UMP which had been the first to communicate on the cable and satellite in 2000, and then on the Internet end of 2003, started to turn on the laptop. Click on the Gallery search engine common to the three operators Orange, SFR and Bouygues and the bettor can access the PMU campaigns. "After having invested the Net, we decided to pay most attention to everything what was going on in media that represents the possibility of us open to new customers," says Françoise Toussaint, Director of communication of the Pari Mutuel Urbain.

Not that the traditional media have lost their attraction: last year, a nostalgic irreducible won 4 million playing... on Minitel. But on the Net, the bettors are younger (67 have less than 50 years against 59 on average) and more male (80 are men compared to 60 on average). However, new profiles recruited via the Net or the mobile are not the only elements involved in this corner of the PMU. "From the moment we offer the possibility to bet on his mobile phone, it was logical that we would end the logic and that we announced on this media," resumes Françoise Toussaint, which lists the benefits: "Firstly its accessibility, but also its immediacy and simplicity."

The intrusive Media Station

In addition, the mobile has an asset which can hardly boast the Net. Targeted advertising is present that if the mobile has given its prior agreement to avoid that in a world where the consumer is sursollicité, the mobile phone be intrusive media figure.

Imperceptibly, the physiognomy of the advertising landscape changes. And the distribution of the PMU media plan is to testify. Of course, almost half of the advertising budget (EUR 30 million out of bargaining) continues to be invested in television, 20-25 in radio and 10 in press. But new media already absorb 5 of the total (of which 2/3 for the Internet and 1/3 for the mobile) and Françoise Toussaint provides "a considerable increase for 2007". Their side, Nike, Apple, Marionnaud, Société Générale, Mutuelles du Mans Assurances, Peugeot, l ' Oréal, Adidas, McDonald's, Total, Nestlé... communicate now on mobile. Especially, in this emerging market, which takes again the Wild West where everything is to build, new players arise and are structured.

Appeared in the early 2000s, based on the communication on mobile as early as 2003, ScreenTonic appears as the first advertising Board on mobile in Europe. With offices in Paris and London, she is one of the few governed to offer complete solutions for marketing and advertising management on mobile and has its own platform, Stamp. Coca-Cola, this is it. The PMU, still it. Others quickly seized the market potential, as Laurent Vermot-Gauchy, mining engineer, who climbed in December 2005 the company Crickees. Its proposal "Building a new Skype SMS worldwide", says. More specifically, it exchanges the possibility to send free SMS against power advertising. With a priority target: teens. Two figures at the top: 1 billion SMS exchanged each month in France and there are 2 billion mobile phones in the world. Already, Coca-Cola, Reebok with Thierry Henry and "118 000 directory work with Crickees, in partnership with ScreenTonic. And Laurent Vermot-Gauchy does not hesitate to characterize as "gigantic" objectives "but as the potential of the market," he said.