L’Internalisation Des Achats Media En France

Cindy Walusiak our consultant managing the role
Posting date: 9/26/2019 9:23 AM
La data est aujourd’hui au cœur de toutes les stratégies digitales et media et les entreprises expriment de plus en plus la volonté de reprendre la main sur leurs investissements media et digitaux Analytics. Nous remarquons donc une tendance d’internalisation où les sociétés souhaitent intégrer les expertises des agences au sein de leurs équipes. Obstacle ou réelle opportunité pour les agences media et pour les candidats? 

C’est déjà une réalité en Angleterre et aux Etats-Unis depuis plusieurs années où 80% des sociétés ont internalisé tout ou partie de leur conseil et leur achat d’espace publicitaire (autrement dit, une partie de leur marketing et de leur expertise sur le conseil et les médias). 

A contrario, en France, nous sommes légèrement plus en retard. Air France a été précurseur de cette internalisation et cela leur a permis d’économiser 20% dans leurs achats d’espace. Néanmoins, il est impossible pour toutes les entreprises d’internaliser 100% de leurs activités publicitaires digitales, car un appui externe leur sera toujours nécessaire - les agences médias ont pour but de proposer les outils et technos à la pointe du marché et c’est un métier à part entière. 

COMMENT FONCTIONNE L’INTERNALISATION? 


L’internalisation ne pourra se faire que de manière progressive, car c’est un processus long et complexe (on parle même de plusieurs années lors de ce type de changement/restructuration qui impact directement les organisations en interne), qui mobilisera très certainement plusieurs business unit. Ce qui permet aux agences médias d’appréhender et de proposer en amont des solutions compatibles avec les besoins clients. 

L’idée est d’accompagner et de former les équipes du client final pour les aider à internaliser un ou plusieurs leviers digitaux (composantes essentielles des stratégies digitale pour développer la présence de leurs clients sur la toile). Cela a débuté avec le SEA (Paid media) et ensuite tout le programmatique a suivi comme l’achat d’espaces publicitaires, le display et les réseaux sociaux. Cette équipe travaillerait directement en régie pour auditer les campagnes et accompagner sur du conseil et tout le long de la transformation digitale.  

QUEL EST L’IMPACT SUR LES AGENCES ET SUR LES CANDIDATS?


En France, les agences media baignent dans le digital depuis longtemps et leur expérience et expertise est extrêmement forte. Les sociétés auront toujours besoins de l’intervention de spécialistes. En effet, ce n’est pas le métier de la société mais celui de l’agence spécialisée que de se tenir en veille régulièrement et d’investir dans de nouvelles technos ( et les tester encore et encore). Autrement dit, ce métier demande autant de l’investissement en terme de temps que de montée en compétences régulière en très peu de temps. 

Dans ce cadre, l’impact que les agences pourraient avoir sur la transformation digitale des sociétés avec lesquelles elles collaborent pourrait être très large et c’est la possibilité pour les agences média de peser d’avantage dans la stratégie digitale globale des annonceurs. Cette situation est donc d’avantage une opportunité à saisir par les agences plutôt qu’un obstacle à proprement parler.

Côté candidats, de nouvelles opportunités d’évolution s’ouvrent. L’évolution de leurs expertises est impressionnante, que ce soit dans l’UX, la data ou l’Analytics, cela leur permet d’apporter de nouvelles solutions tant en interne en tant que consultant ou directement chez le client. Les postes qui en découlent seront principalement des postes de Media Trader, Traffic Manager Display, Expert SEA, Digital Data Analyst, Social Analytics, etc. 

Dans cette logique de créer de la valeur et de se réinventer chaque jour, les agences offrent de plus en plus un accompagnement personnalisé ce qui leur permet de se différencier de la concurrence.

Si vous êtes à la recherche de profils Analytics ou un candidat curieux d’en savoir plus sur les évolutions de carrière qui s’offrent à lui, vous pouvez me contacter par email.

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Using Data Ethically To Guide Digital Transformation

Over the past few years, the uptick in the number of companies putting more budget behind digital transformation has been significant. However, since the start of 2020 and the outbreak of the coronavirus pandemic, this number has accelerated on an unprecedented scale. Companies have been forced to re-evaluate  their systems and services to make them more efficient, effective and financially viable in order to stay competitive in this time of crisis. These changes help to support internal operational agility and learn about customers' needs and wants to create a much more personalised customer experience.  However, despite the vast amount of good these systems can do for companies' offerings, a lot of them, such as AI and machine learning, are inherently data driven. Therefore, these systems run a high risk of breaching ethical conducts, such as privacy and security leaks or serious issues with bias, if not created, developed and managed properly.  So, what can businesses do to ensure their digital transformation efforts are implemented in the most ethical way possible? Implement ways to reduce bias From Twitter opting to show a white person in a photo instead of a black person, soap dispensers not recognising black hands and women being perpetually rejected for financial loans; digital transformation tools, such as AI, have proven over the years to be inherently biased.  Of course, a computer cannot be decisive about gender or race, this problem of inequality from computer algorithms stems from the humans behind the screen. Despite the advancements made with Diversity and Inclusion efforts across all industries, Data & Analytics is still a predominantly white and male industry. Only 22 per cent of AI specialists are women, and an even lower number represent the BAME communities. Within Google, the world’s largest technology organisation, only 2.5 per cent of its employees are black, and a similar story can be seen at Facebook and Microsoft, where only 4 per cent of employees are black.  So, where our systems are being run by a group of people who are not representative of our diverse society, it should come as no surprise that our machines and algorithms are not representative either.  For businesses looking to implement AI and machine learning into their digital transformation moving forward, it is important you do so in a way that is truly reflective of a fair society. This can be achieved by encouraging a more diverse hiring process when looking for developers of AI systems, implementing fairness tests and always keeping your end user in mind, considering how the workings of your system may affect them.  Transparency Capturing Data is crucial for businesses when they are looking to implement or update digital transformation tools. Not only can this data show them the best ways to service customers’ needs and wants, but it can also show them where there are potential holes and issues in their current business models.  However, due to many mismanagements in past cases, such as Cambridge Analytica, customers have become increasingly worried about sharing their data with businesses in fear of personal data, such as credit card details or home addresses, being leaked. In 2018, Europe devised a new law known as the General Data Protection Regulation, or GDPR, to help minimise the risk of data breaches. Nevertheless, this still hasn’t stopped all businesses from collecting or sharing data illegally, which in turn, has damaged the trustworthiness of even the most law-abiding businesses who need to collect relevant consumer data.  Transparency is key to successful data collection for digital transformation. Your priority should be to always think about the end user and the impact poorly managed data may have on them. Explain methods for data collection clearly, ensure you can provide a clear end-to-end map of how their data is being used and always follow the law in order to keep your consumers, current and potential, safe from harm.  Make sure there is a process for accountability  Digital tools are usually brought in to replace a human being with qualifications and a wealth of experience. If this human being were to make a mistake in their line of work, then they would be held accountable and appropriate action would be taken. This process would then restore trust between business and consumer and things would carry on as usual.  But what happens if a machine makes an error, who is accountable?  Unfortunately, it has been the case that businesses choose to implement digital transformation tools in order to avoid corporate responsibility. This attitude will only cause, potentially lethal, harm to a business's reputation.  If you choose to implement digital tools, ensure you have a valid process for accountability which creates trust between yourself and your consumers and is representative of and fair to every group in society you’re potentially addressing.  Businesses must be aware of the potential ethical risks that come with badly managed digital transformation and the effects this may have on their brands reputation. Before implementing any technology, ensure you can, and will, do so in a transparent, trustworthy, fair, representative and law-abiding way.  If you’re in the world of Data & Analytics and looking to take a step up or find the next member of your team, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.

How Web Analytics Can Help Grow Your Business

Six months ago, many businesses had big plans for the new year, and the new decade. Little did we know the year had big plans of its own. So, how can businesses put their best foot forward now? Web Analytics. Understanding your Web Analytics helps you understand your customers. And, as everything stays online for the foreseeable future, you’ll be better placed to understand what demographics and desires drove the customer to your site, how you and your business can improve, and you can ultimately grow your business. So, how can Web Analytics help you? Understand Where Your Customers Come From Enhance Their Experience. Consider how your visitors come to your site – phone, tablet, laptop – and how you can optimise your site to best suit these devices. When you understand their demographic – age, gender, interest, location – you can use this information to enhance their experience through your customer-driven business decisions.  Know What Your Best Content Is and How it Draws Visitors to Your Site Visitors, views, page actions, and more all tell your business how your site is performing and what people like see and read. For example, if you have a ‘best day’ or ‘most read’ tag, find out what it was people identified with, and do more of it. Keep things fresh. Curate Your Content with SEO in Mind When you know your visitors, you can use search engine optimisation (SEO) to gain better visibility, rank higher on search engines, create content focused on what customers want to know based on their demographics and interests. Track and Analyse Your Metrics Align Analytics with Your Business Strategy  By aligning your data, analytics, and business strategies, you’ll have a clear view of your mission, your business objectives and goals, and data-driven solutions to inform your business strategies. Trust Your Team to Make Informed Decisions from the Frontlines Standardise Processes and Tools Explain Clearly to Eliminate Roadblocks to Change  As businesses return to a new normal and begin to rebuild, leaders will want to reassess business models. Though ways of doing business are new for everyone, many consumers say they’ll continue to use digital channels into the future. Make AI and Web Analytics Resources a Priority Look For and Hire Talent from Unexpected Places This has been a time to reassess change in not only business practices, but careers. Distance and remote learning have provided opportunities for those interested in pursuing new paths to upskill themselves for future jobs. Or if you see a professional in your business with potential, this is also an ideal time to reskill those workers ready for a change. Offer training, classes, and more to help drive interest. Build Your Data Strategy More Aggressively Identify risk through an audit of your existing models at the operational, risk, and financial areas and keep a close eye using model-validation. Having this information can help your business to better inform your decisions and reassess your business practices from just a few years ago. Don’t get caught up in one form or another of Data. Be sure to include both external and internal Data in your audit. Having this information can help you decide which Data should be cleansed, what information should inform improvements, and how standardisation can help ensure your Web Analytics metrics keep your business running for the future. From stakeholders to business leaders to employees on the frontlines, everyone is learning at a rapid rate. Ensuring everyone is on the same page with an eye to processes and standardisation can help to position your business for scalability.  Much has changed from January to June, but if you’re ready for the new normal, we may have a role for you. If you’re interested in Big Data & Analytics or other Data professional opportunities, take a look at our latest opportunities or get in touch with one of our expert consultants to find out more.  

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