A powerful performance lever, advertising marketing is a particularly dynamic sector which generates approximately 10 billion euros on the French market.
Very job provider, it is called in the years to come to be the object of important economic and technological changes.
Return to standard market practices
Rising interest rates are complicating the situation for companies already under pressure from inflation and fears of recession.
However, the difficulty in raising funds could contribute to eliminating a certain number of bad practices.
This return to a form of rationality and standard market practices is seen by some organizations as an opportunity, a way to stand out or, at least, an opportunity to adopt healthier practices and focus on technologies. which will allow you to take a step ahead.
Jérôme Cauchard, Managing Director of Making Science France
Making Science
What strategy for the post-cookies era?
The end of cookies will mainly concern only the digital advertising ecosystem
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In doing so, it will make the task a little more difficult for structures like Making Science.
This post-cookies era can also prove to be a source of opportunities for companies and produce real distinctions between those capable of absorbing this change and of making their practices more sophisticated, (in particular digital acquisitions by adding tools), and the others, less well advised, which will undergo this change.
A division of the market will thus naturally take place between those likely to surround themselves with advice with high added value and those who, without support, will not manage to adapt and therefore to perform.
Adapt to new media consumption habits
The new ways of watching audiovisual content and the emergence of non-linear video consumption on screens constitute the continuation of a radical transformation of the audiovisual industry.
New, non-linear inventories will emerge and become dominant fairly quickly.
They will allow advertisers to find more audiences to promote their products and services.
In the next 5 years, a radical transformation of audiovisual practices is to be expected.
It will be driven in particular by initiatives that structures such as Making Science are taking in terms of connected television.
Thus Making Science created DNLTV (digital non linear TV), an exclusive solution allowing advertisers access to the best delinearized inventories on connected TVs while accessing enriched targeting with more granular data and a guaranteed minimum completion rate ( 90%).
This offer stands out from the competition and presents new opportunities for French advertisers.
Meet customer business and growth objectives
The evolution of digital marketing will impose the transition from a world of certainties to a world of probabilities.
This change will require more calculation and reflection and therefore technologies to model what was once a matter of certainty.
On the industrial level, these changes will promote many opportunities that will be as many engines of creativity.
To meet these challenges, Making Science will continue to invest heavily in advanced technologies and the recruitment of talent in order to enable its customers to be one step ahead of their competitors.
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