Media trading: how to restore flexibility to media buying? – Programmatic > Media

“This year we will dive into 700 pages of T&Cs. And the radio goes the same way for its general conditions of sale!” Anne Thetier, managing director of commerce at Omnicom Media Group, expresses the anxiety that media agencies can feel when building advertisers’ campaigns. On the occasion of the Udecam meetings in 2022, on 15 October, the DG hammered in: 66,000 cells to process on Excel to build the framework for a TV campaign, that’s too much ! We face increasing complexity upstream.” Directly “targeted”, Sylvia Tassan Toffola, general manager of TF1 Pub, answered him bluntly: “We are not the direct cause of this complexity, which I do not deny. It is the result of a problem of recognition of value and that on three levels. The first is the demand, always on the part of the agencies, to lower prices and this, without that we are heard in the supply. The second problem that follows is the threat of going to Google or Meta if it doesn’t suit us. The third problem is regulatory asymmetry: agencies and their principals, the advertisers, have to recognize thata brand safe environment, editorial content, data, measurement from third parties… it has value.

Radio, TV, print… “flexible” media?

So who is to blame? How to deal with this complexity? And how therefore simplify and automate the processes in “historical” media such as TV, radio and print so as not to be overwhelmed by new digital entrants? Within Lagardère Publicité News (Europe 1, Europe 2, Paris Match, The Sunday newspaperRFM, OÜI FM (in Ile de France), FG Radio (in Ile de France and Nice), Radio Meuh, Radio Public Santé and Replay News), awareness is not new. “We already understood from 2009, at the beginning of a crisis, that the time factor was a key factor for success, explains Marie Renoir-Couteau, president of Lagardère Publicité News. We noticed that as soon as the situation became tense, the ability to react was present, in a quick mobilization time and in the right way, a priority adaptation factor in the market. In the implemented tools, we work a lot with EDI, a peer-to-peer data transmission tool, to increase the agility of radio media.”

The chairman of Lagardère Publicité News describes radio’s special circumstances. “The orders are very precise, namely schedules associated with performance, and within very short deadlines, between D-10 and D-7, with the possibility to go to tighter deadlines in an exceptional way.” The same “flexibility” is presented by 366, the advertising agency for “territorial” media (55 daily newspapers, among others Southwest, Western France, Le Télégramme, Midi Libre, La Voix du Nord, Le Progrès, L’Est Républicain): “We are in the extreme flexibility, thanks to a strong integration of the media buying in the production processes. We thus allow to reserve an ad slot until D-2 or D-3.”, shares Luc Vignon, DGA in charge of digital at 366. A challenge when the regional media represent 3.5 million copies, printed at 23.00 and delivered before Also flexibility, as the management of the TF1 group claims, but not only: “We must strive for same service and transaction level as the “new” media, disc Sylvia Tassan Toffola. Since 2016, television has been working in this direction. We have created purchasing platforms with other players in the TV market. On our platform, Boxen, we have 140 referred agencies, 290 daily buyers, 60,000 transactions per year.” The management in the TF1 group also works to centralize mandates and creations regarding “to simplify” and to adapt to new purchasing methods thanks to programmatic. Changes that have also been accompanied by a “organizational changecontinues Sylvia Tassan Toffola, and formations”.

And for tomorrow? “The feeling that I have as a medium that has been established for 70 years is that we have already given everything to advertisers, slips again Marie Renoir-Couteau. The only thing we can still offer is productivity, as it is not possible to deliver more commercials without degrading the experience of listeners and/or viewers. We have reached a key moment, and more than automation, it is human dialogue that will allow us to be effective.”

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