Digital advertising: treat yourself to the digital world
and a web presence!

Personne qui tient un smartphone devant un ordinateur pour illustrer le caractère multi device de la publicité digitale

Benefit from strong interaction and all the levers of digital advertising

Digital technology is now omnipresent in consumers’ daily lives. He gets up with smartphone in hand, works and browses on a computer during the day before surfing on his smartphone or tablet at bedtime. 
This has a major impact on the consumer’s buying experience. Increasingly connected, consumers are better informed and more accessible to brands. This allows you to create numerous interactions between your brand and your target with a variety of relevant formats.
Thanks to a variety of creative formats, display advertising enables brands to take advantage of it to increase their visibility. From social networks to websites and apps, the possibilities are endless!

Programmatic advertising allows us to go even further, buying ads in real time (RTB) and delivering personalized messages based on web user behavior.

Internet users are video enthusiasts. Computers, smartphones, television – any way you want to watch programs. 

In an increasingly connected environment, dedicated websites and applications such as YouTube and social networks are the preferred means for consumers to watch videos.

Videos have established themselves as highly memorable, humanizing the relationship with your customers/prospects, creating a bond and promoting virality.

As an advertiser, it’s vital to take advantage of all the devices that digital offers you to create a unique shopping experience.

Why run a digital campaign: the advantages of this interactive medium

Digital technology can optimize your communication in a number of ways: 

Digital offers strong interaction with its audience and multiplies points of contact
Qualified targeting: geolocalized, by keyword, according to socio-demographic criteria or based on behavior.
Digital technology allows you to measure the performance of your campaigns precisely and in real time

Digital advertising can be multi-channel: from the desktop at home to the point-of-sale kiosk, via the smartphone on the move.

Display and Video Campaigns

As the digital world evolves, display campaigns can be used to broadcast highly personalized and targeted messages:

Varied advertising creatives (text, video, immersive formats…)
Precise targeting by interests, age, gender, retargeting
Geolocation (e.g. only Internet users within a 10km radius)
Real-time performance measurement 
Easy reporting 
Cost varies according to format
Control and optimize campaigns at any time 

As an advertiser, there are many advantages to integrating video into your digital campaign:

  • High retention of advertising message
  • Precise audience targeting
  • Rich and varied content
  • Various purchasing methods
  • Possible call to action
  • Video viewing at any time (mobile, computer, TV, etc.)

The choice of advertising discipline and format: key factors in your online success

Digital benefits from a variety of disciplines and complementary formats to enhance your campaign and multiply contact points. 

Search is the most important format in the digital advertising market. It is followed by display, the majority of which is attributed to social networks, and is increasingly spreading to mobile. 

Other existing formats include affiliation, emailing and comparison shopping.

There are two main format families : Display and video

Display comes in many formats: 

    Classic formats: megabanner, high pavé, skyscraper, wide angle, billboard, wrapping, video (pre-roll, inread, etc.). 

    Innovative formats that incorporate rich media to encourage users to interact with the ad. They can integrate sound, video or other interactive animations.

    Native advertising: this is advertising in the form of sponsored content perfectly integrated on a media site.

All these formats are distributed using programmatic buying, the preferred method for display advertising. It allows campaigns to be more precise, thanks to highly detailed targeting, and therefore more effective.

For your online video campaign, there are two main formats:

Instream: an advertisement inserted into a video stream, for example before a video rebroadcast.

There are 3 instream formats:

    Pre-roll: before the video

    The mid-roll: in the middle of the video

    The post-roll: at the end of a video

Outstream: your ad is broadcast outside a video player. It can be integrated into the middle of an article, for example (also known as in-read).

We’ll be happy to advise you on how to optimize your online advertising message.

Mediagenic can help you set up your online advertising messages.

Our media agency puts its digital experts at your disposal. Our media agency can help you plan and implement your digital advertising. Contact us to start your new campaign!

Frequently asked questions to our media agency about online advertising

Find out the answers to the most frequently asked questions about online advertising below.

Why choose digital advertising for your business?

There are many reasons why a company might choose digital advertising:

    Reach: Digital advertising can reach a very large online audience, even on a national or international scale. Ads can be served on popular websites, social networks, mobile applications, online videos and search platforms.

    Precise targeting: Digital advertising enables audiences to be precisely targeted according to criteria such as geographic location, age, gender, interests, purchasing behavior, search keywords and much more. This maximizes return on investment by reaching the people most likely to be interested in the company’s products or services.

    Measuring results: Digital advertising makes it possible to measure results very precisely, providing metrics such as number of clicks, conversion rates, cost per click or impression, reach, engagement and much more. This enables companies to understand the effectiveness of their advertising campaigns and make adjustments to optimize their performance.

In short, digital advertising can be a highly effective and profitable option for companies looking to reach a large, targeted audience, while also being able to measure the results of their advertising campaigns.

How do I set up my digital advertising campaign?

Setting up a digital advertising campaign involves several key steps:

    Defining objectives: The first step is to define the objectives of the digital advertising campaign, such as lead generation, product or service sales, brand awareness or customer engagement. Objectives must be clearly defined and measurable.

    Identify the target audience: It’s important to identify the people most likely to be interested in the company’s products or services, using demographic data, interests and buying behavior.

    Selecting advertising channels: There are several online advertising channels, such as social networks, search engines, specialized websites and mobile applications. It’s important to select the most appropriate channels to reach the target audience.

    Define the advertising budget: The advertising budget must be defined according to the objectives of the advertising campaign and the costs associated with each advertising channel.

    Creating advertisements: Advertisements must be designed to attract the attention of the target audience and generate interest in the company’s products or services. Advertisements should be clear, concise and visually appealing.

    Launch the advertising campaign: Once the ads have been created, it’s time to launch the online advertising campaign. Ads must be scheduled to run at appropriate times to reach the target audience.

    Tracking and analyzing results: It’s important to track the results of your online advertising campaign and analyze the data to optimize performance. Metrics such as number of clicks, conversion rates and cost per click or impression must be tracked and analyzed to determine whether the advertising campaign is effective.

In short, setting up a digital advertising campaign involves a number of key steps to achieve the company’s objectives and reach the target audience effectively.

Our media agency can support you at every stage to ensure the success of your campaign.

Is online advertising right for my business and my budget?

Online advertising can be an attractive option for many businesses, as it offers several advantages such as:

    Precise targeting: Online advertising makes it possible to precisely target the audience according to various criteria such as geolocation, interests, age, gender and purchasing behavior. This ensures that advertising is seen by the people most likely to be interested in the company’s products or services.

    Affordable cost: Online advertising can be relatively affordable compared to other forms of advertising, as companies can define a personalized budget and adjust spending according to the results of the advertising campaign.

    Performance measurement: Online advertising makes it easy to measure campaign performance using metrics such as number of clicks, conversion rate and cost per click. This makes it possible to determine whether the advertising campaign is effective, and to make adjustments to improve performance.

    Flexibility: Online advertising offers great flexibility in terms of campaign duration, budget and the advertising channels used. This makes it easy to adapt to the company’s needs and modify strategies according to the results of the advertising campaign.

However, online advertising may not be suitable for all businesses and budgets. Costs can vary depending on the advertising channels used and the competitors present on the market. It’s important to determine the objectives of the advertising campaign and to carry out market research to determine whether online advertising is an appropriate option for the company and its budget.

What online marketing strategy: SEA or SEO?

SEA (Search Engine Advertising) and SEO (Search Engine Optimization) are two online marketing strategies designed to improve a website’s visibility on search engines such as Google. Although they have similar objectives, their methods and costs differ.

SEA involves paying for advertisements to appear at the top of Google search results, based on the specific keywords that web users use to perform a search. Advertisers bid on specific keywords to obtain a privileged position on the search results page. SEA is paid for, and costs vary according to the level of competition for the chosen keywords.

SEO involves optimizing the content and pages of a website to make them more relevant and useful to search engine users. Organic results appear free of charge in Google’s search results and are ranked according to relevance and quality. SEO can be costly if you call in professionals to help you optimize your website.

In short, SEA offers faster, more direct results, but can be more expensive, while SEO is a longer-term investment, but can offer lasting results without additional advertising costs. Both strategies can be effective, and their choice will depend on the company’s objectives, budget and overall marketing strategy.

How can you measure the performance of your digital campaigns?

The performance of online advertising can be measured using various indicators. 

Depending on the format used for your campaign, it will be important to select the right metrics to measure your performance and ROI.

As far as your website is concerned, you’ll need to track not only traffic, but also the bounce rate, the number of sessions and your conversion rate, or the number of requests for contacts or quotes.

There are many ways to measure the performance of your digital campaigns. Here are a few examples:

Conversion rate: The conversion rate measures the percentage of visitors to your website who have carried out a specific action, such as making a purchase or subscribing to a newsletter. This enables you to measure the effectiveness of your website and advertising campaigns in terms of converting visitors into potential customers.

Bounce rate: The bounce rate measures the percentage of visitors who leave your website after visiting a single page. A high bounce rate may indicate that your website is not sufficiently attractive or relevant to visitors.

Cost per acquisition: Cost per acquisition measures the average cost of each conversion, generally defined as a sale or registration. This allows you to measure the effectiveness of your advertising campaigns in terms of cost per customer acquired.

Click-through rate: The click-through rate measures the percentage of people who clicked on your ad compared to the total number of people who saw it. This allows you to measure the effectiveness of your ads in terms of user engagement.

Impression rate: The impression rate measures the number of times your ad is displayed on a web page. This allows you to measure the reach of your advertising campaigns.

Return on investment (ROI): Return on investment (ROI) measures the profitability of your advertising campaigns by comparing the revenue generated with the advertising spend. This allows you to measure the effectiveness of your advertising campaigns in terms of profitability.

It’s important to define clear objectives before launching an advertising campaign, and to choose the metrics that are most relevant to measuring the campaign’s effectiveness in relation to these objectives. It’s also important to regularly monitor the performance of your campaigns and make adjustments where necessary to improve their effectiveness.

To measure your display campaigns, the KPI’s are as follows: 

  • Site traffic
  • Conversion rates
  • Number of visible prints
  • Click-through rate
  • Report on indirect conversions
  • Newsletter subscription
  • Commitment rate

In video, there are many KPI’s to track to measure the performance of your campaigns :

  • Number of views
  • Memorization rate: the number of people who memorized the brand or an element of the message after watching the video.
  • Click-through rate
  • The interaction rate concerns the engagement generated by the advertising message (number of shares of the message or video, number of clicks, comments, etc.). 
  • Completion rate: proportion of individuals exposed to an advertising video who view it to the end or up to a certain percentage.

Take into account the impact on your social networks. You can measure not only the number of new subscribers, but also the rate of engagement and interaction.

Does online advertising have a future?

Online advertising certainly has a promising future. Consumers are spending more and more time online, whether shopping, consulting social networks or searching for information. Advertisers can therefore reach a wider, more targeted audience with online advertising.

What’s more, advertising technologies continue to improve, enabling advertisers to better target their audiences according to criteria such as age, gender, location, interests and purchasing behavior. Online advertising campaigns can also be measured and analyzed more easily than traditional advertising campaigns, enabling advertisers to better understand their ROI and adjust their strategy accordingly.

However, online advertising also faces challenges such as the saturation of the online advertising market, increased competition for users’ attention, and growing concerns about data privacy and security. Data protection regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the US, are also having an impact on how advertisers collect and use consumer data for online advertising.

Overall, online advertising still has a bright future, but advertisers will need to be ready to adapt to the changing digital landscape and address consumer concerns about data privacy and security.

Digital is part of MEDIAGENIC’s expertise. We help you build strategic communication campaigns and optimize your ROI.

What's the difference between online and TV advertising?

Online advertising is generally interactive, meaning that consumers can interact with it in a variety of ways, such as clicking on links, filling in forms and purchasing products. 

Television advertising is generally passive, meaning that consumers cannot interact with it directly. 

Online advertising is also much more targeted than TV advertising, enabling advertisers to target their advertising to consumers who are most likely to be interested in their products and services. 

Finally, online advertising is much less expensive than TV advertising, making it a very attractive option for small businesses.

How much does a digital advertising campaign cost?

The cost of a digital advertising campaign can vary considerably depending on the type of campaign, the type of platform and the number of users targeted. Generally speaking, digital advertising campaigns are much more affordable than traditional TV and radio campaigns, but the average cost can vary from a few hundred to several thousand or tens of thousands of francs.

Contact our media agency for a personalized quote.