👩🏻💻 I am Laura Bokobza. You’re receiving this email because you signed up to How and Why, a weekly curation newsletter (1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.). Thank you !
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The big one
😜 We needed some good news, right? The traditional BUMP - Baromètre Unifié du Marché Publicitaire - has published its latest figures 🇫🇷 for 2021, and they are rather encouraging.
Net advertising revenues across all media amount to nearly €16 billion, up strongly by +18.3% compared to 2020 (and even +2.2% vs. 2019, a “normal” reference year). Driven by digital, what else, while cinema is struggling to catch up after months of closure.
The number of advertisers increased by 2%, and 68% of them are present on digital media.
TV remains the major medium for awareness and is growing by 17.3% compared to 2020, even exceeding its 2019 level by 4.3%.
As for comm as a whole, the channels Direct Marketing, directory, promos and POS, sponsorship / patronage, trade fair and PR are still down.
Lidl takes the first place to E. Leclerc, and 5 advertisers in the top 10 are retailers, including Amazon in 6th place.
CSR comm (which represents 11% of investments) is analyzed in depth, by channel, advertiser, etc. Read in detail if you are interested in the subject.
The Health & Beauty, Tourism, Transport/Automotive, and Culture & Leisure sectors are still down compared to 2019.
2022 should see a return to pre-Covid investments. That they say.
🍪 2022 should mostly be the year of testing alternatives to third-party cookies, while they still exist. Some are pushing affiliate marketing as an interesting channel. Publishers are trying their hand at Data Clean Rooms. To be continued…
Sparring partner, business coach, part-time COO or CMO… What I do has been called many names, but I have one goal : to help you accelerate, structure, or transform your business ! Oh, and I’m a Board member.
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Why "How and Why" ?
Keeping abreast of everything that is published today is exhausting. There is too much to read, and as we’re too scared to not read (FOMI, anyone ?), we spend a lot of our waking - and sometimes not working - hours trying to stay afloat.
As I do it anyway (both out of need for my clients and out of sheer curiosity for, well, everything), why not share with you what I’ve thought useful ? On top of my posts on Twitter and LinkedIn, I’ll share with you every week what has inspired me, surprised me, what I found insightful, or sometimes just funny.
Curator is the new creator. I didn’t come up with that, Marie did, and I have utter faith in her trendspotting.