Article: The advertising industry, direct communication and personal data — From mass communication to a targeted, fragmented, multichannel approach: Data, the core of communication

By Didier FARGE *, Nathalie PHAN PLACE ** and BERIOT-CAYLA ***

* President of Syndicat National de la Communication Directe (SNCD);
** Secretary-general of SNCD, and
*** Head of marketing and communication, SNCD

Abstract

While ad sales for all media fell by 3,6% in 2013, down to €13,3 billion, the digital ad market has been growing by 3% a year, and now amounts to €2,8 billion. Paradigms have shifted with the passage from mass advertisement to data-driven businesses. Players in the ad trade must rework their relations with customers and invent business models that take into account new data from mobile devices, in particular mobile phones.