Article: Substitution or co-evolution between advertising media: Television, tablets, consoles, communicating devices, etc.

By David LACOMBLED* and Christophe DANÉ**

* Director of the strategy of contents, Orange Group;
** CEO in charge of digital activities, Omnicom Media
 

Abstract

Smartphones and tablet computers are deeply changing our media consumption patterns with, as a consequence, an overhaul of the advertising market and investments therein. Technological innovations are closely following media consumption trends so as to help advertisers be as close to their targets as possible: synchronization between television and the Web, social networks, the consumer’s second screen, geolocalization, web-to-store… so many means for an evolution in parallel of the media. Digital technology is not taking the place of TV, since it is television’s reference mark and partner. New sources for supplying news, such as NetFlix, might upset this fragile ecosystem.