The risks will be as high as opportunities

Two months of the end of the year, can what balance be learned from the ad year 2006

Overall, the market has done better than in 2005 and the overall increase is expected to reach approximately 3. Can say that cows lean years 2004 and 2005 are behind us. We are more on a structural trend. The business will better and mechanically, the advertising sector is reinvested, in particular in the field of the food distribution or services and transportation. We are again in a virtuous circle in which the economy draws advertising. It may therefore be optimistic for 2007 for global investment.

Precisely, 2007 will be a year hinge with the arrival of the large distribution to television advertising. What changes this will lead

We will see a strong market adjustment. It is a structural and irreversible movement since the report to the television advertising of the great distribution present today investments in radio, press and display should be final. Television will bring to this area a territory of expression, a power and an ability to create a reference to unpublished mark. We expect that the large distribution will invest EUR 230 million on television next year, namely advertising investments comparable to those of the automotive sector. For television channels, this will mean a mechanical increase of 5 of their advertising revenues, excluding inflation.

How will retail players arbitrate their advertising investment in television

In our view, half of the money invested in television by large distribution will come from the current spending in radio, press, or display, and the other half will come from non-addressed printed very used by this sector.

What are the media which will most suffer from these arbitrations

The press magazine without any doubt. It will be in direct confrontation with the television because it is the natural alternative press magazine in terms of territory of expression. The radio and the display will suffer them more mechanical arbitrations. It will be probably more violent in the display in the radio, and this could lead to a new movement of concentration in the France view.

The years 2007 and 2008 to announce therefore as very good years for advertising revenue strings

The year 2007 and 2008 will be for historic televisions of the years in "sham". The transfer of media advertising investments press, radio and display to the television and Internet will certainly cause a phenomenon of congestion in the short term, inflationary factor. But when the alternative offer constituted by the new digital channels will be mature (at the end of two or three years), the market will naturally towards these new opportunities to communicate otherwise. Advertisers seek complementarities with mass television to make their more effective communication strategies on more targets. Today, Internet, targeted channels of cable, satellite, DTT, TV mobile phone represent great opportunities for brands but their true potential will be enabled even than in two or three years. Valves then open, and historical television must have constructed strong dikes in becoming major players in this new landscape to preserve their business.

What term can I anticipate significant emergence of new media in the advertising landscape

Today, they represent approximately 10 of the market. But this percentage could rise to 20, even 30 in the next five years. This means that we are going to attend a massive restructuring of the media market, with result in a disruption of communication. Already consumers walk of one brand to another, but they also fit within this new landscape of media with a speed and a surprising taste, making communication strategies very complex. Television will remain the cornerstone communications from acting on the mass market brands, but the new platforms for digital communication will profoundly transform the market. Each broadcast channel must match a particular message. The risks will be as high as opportunities.