BAROMETER OF THE COMMUNICATIONSINDUSTRY (France)

2013

2

Qualitative phase

33 interviews with lead advertiser decision makers

Methodology: face to face or telephone / duration : between 30 and 45 minutes.

IP: June/July/August 2013.

3

Quantitative phase

1068 respondents including 330 decision makers

Positions : 31% Decision makers : Heads of communication, marketing, General Managers

50% Upper Management: Operations Managers

19% Lower management: Project/product/group Managers

Type of advertisers: 32% 100 top advertisers*

Industry sectors** : 27% Sales and distribution

21% Consumer goods (food, clothing etc.)

12% Culture, Media, Leisure, Communications

12% Banks, Insurance

9% Household goods (automobile, etc) and Transport

7% Internet, Telecom, New Technologies

4% Tourism, hotels, and restaurants

5% Industry, Construction, Energy, Business services

3% Management, Public Services, Health services, Training

635 companies represented

Methodology : online and telephone / Duration : 15 to 20 minutes / IP: June-July-August 2013.

* Source : Gross advertising investments 2012, Kantar Média & Stratégies.

** Data adjusted for advertising media and non-media investments by sector in 2011, France Pub.

Unless otherwise indicated, the % excludes DK

4

1

2

3

4

5

6

7

8

9

10

11

12

13

50%

46%

52%

36%

42%

42%

30%

31%

34%

27%

22%

20%

17%

1

2

3

4

5

6

7

8

9

10

11

12

13

53%

51%

50%

45%

45%

44%

36%

34%

31%

29%

24%

19%

18%

Scope of intervention of respondents

Brand content

Brand Strategy (product)

Digital marketing

Corporate brand strategy

Social networks

Digital advertising

Media buying

Point of purchase comm.

Mobile

CRM / PRM

Public Relations

E-commerce

Internal comm., HR

An advertiser manages 4.9 issues on average

Top 100All

Base : 1068

What issues do you manage?

5

Content of this barometer…

6

What keeps advertisers up at night…

Budget shifts

Their vision of abilities of agencies

Their relationships with their agencies

What are the agencies’ strenghts and weaknesses?

Sample individual agency report

The agency of tomorrow

The Competition: Appeal Advertising & Digital agencies

Appeal: digital agencies

Challenges for advertisers

Findings

Finding solution

7

ih@limelight-consulting.com