Appel à contributions
Dossier to be published in No. 104 – 4th Q. 2016
The changing landscape of advertising:
from traditional to digital
Eds: Soichi NAKAJIMA (IDATE, Montpellier, France),
& Florence LE BORGNE (IDATE, Montpellier, France)
Global advertising expenditure is on course to grow 4.6% to $579 billion this year (2016), up from 3.9% growth last year (2015), according to a report by ZenithOptimedia in March 2016, to which IDATE largely agrees. There are several reasons for such optimism, including special events such as the US Presidential election, Olympic Games and the UEFA Football Championships, and expected recovery from markets affected by the financial crisis.
The main driver of advertising looking ahead, however, will undoubtedly come from digital advertising. IDATE forecasts the digital advertising spend worldwide to surpass 125 billion EUR in 2016, to reach 186 billion EUR by 2020, representing a CAGR of 10.3%. By then, it will have overtaken the TV advertising market which should only represent 178.3 billion EUR in 2020, with an average 2.6% annual growth rate.
One of the reasons for this gain in traction of digital advertising is the changing consumer behavior surrounding the Internet. The ubiquity of Internet devices such as smartphones and tablets as well as the traditional PC allows for multi-screen Internet access, helping to increase Internet penetration and is also pushing user behavior from traditional content generation to more user generated contents.
The technologies surrounding digital advertising is also improving, with the implementation of better audience measurement techniques. This, combined with the emergence of programmatic platforms enables advertisers to generate higher ROI (return of investment) for their advertising budget, through better targeted advertising which matches the demographics and interests of the users, making the ads more relevant and engaging. In particular RTB (real time bidding), a real-time, programmatic advertising space auctioning technology, is driving the digital display advertising market. Needless to say, the behemoths of Internet advertising, Google and Facebook, continue to lead the drive.
Then what of the media companies? Simply put, the TV industry is losing out, with the shift of audience from traditional to digital platforms, to the likes of Netflix or even YouTube for those who now prefer to watch user generated contents or new professional formats specifically developed for Internet consumption and/or suited to small screens. But, more broadly, the other media players (radio stations, newspapers and magazines) are all impacted by the migration to online consumption. Even if they can reach a large audience with their web sites, a digital user brings far less money than a user in the traditional world. Advertising revenue per user can be 10 times lower online than for its physical counterpart.
Still, media players can also benefit by shifting more of its resources from traditional to digital platforms. This will be key for them to make sure that they stay in the game. It is worth noting that the increasing video audience is one of the main driving forces of digital advertising, in addition to social platforms and mobile devices which allow for more precise and cost efficient targeting.
Further, a potential major game changer could also be the use of Internet technologies in the TV industry. In particular, the introduction of programmatic advertising on TV could lead to a renewed interest for broadcast.
In this context, the DigiWorld Economic Journal special issue aims to gather articles that show the changing landscape of the advertising market, and how this is impacting the ecosystem from both traditional players’ and new entrants’ perspectives.
The following topics are targeted in particular:
• Can the online technologies improve and ensure effective targeting?
• To what extent will media players benefit from the development of digital advertising?
• What can programmatic technologies bring to both Internet and TV advertising?
• Can the use of the second screen contribute to the improvement of TV advertising?
• What are the potential drivers and obstacles to the development of more targeted advertising (technical, legal, privacy reasons, etc.)?
• How will the current changes impact both traditional and new players within the advertising value chain?
Please send submissions (in the form of full papers)
by 15th September 2016 to:
Submission of papers
All papers submitted for publication will be reviewed by at least two referees/experts using the "double blind" system.
Proposals must be submitted in Word format (.doc) and should not exceed 6,500 words – including the abstract and references.
As far as possible, the publisher recommends that you insert some illustrations (tables, diagrams) in the paper, in order to facilitate the general comprehension.
Please ensure that they are readable in grey scale, and that they are of high-definition, in order to guarantee the printing quality.
Bibliographical references should be included at the end of the article. Should these references appear in the text, please indicate the author's name and the year of publication in brackets.
Our DigiWorld Economic Journal also welcomes submissions for extra papers - off dossier - that typically cover innovative issues in the sector of the telecoms, internet and new media. If your paper is selected by the Editiorial committee, it will be submitted to the double-blind review process.
On the other hand, should you wish to propose a short paper (1500 to 3000 words maximum) for the "Features" rubric, offering factual analyses of recent developments in the fields of regulation and competition, firms and markets, technical innovations, public policies and use logics, please contact Alexandre JOLIN.
Book reviews are also very welcome should they are in connection with our usual thematics.