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 August 2014 - Transformations in advertising
Issue editor: Françoise ROURE,
Contrôleur général économique et financier, présidente de la section Securité et risques au Conseil général de l’économie (CGE)
To read summaries, click on the article titles
Editorial: Pierre COUVEINHES,
Editor-in-Chief of the Annales des Mines
I - Advertising and the Internet — An acceleration
Which media landscape in 2020? “Barbarian invasions”, second season: Digital dictatorship
Bertrand Beaudichon,
vice-president of Omnicom Media Group, president of Union des Entreprises de Conseil et d’Achat Média (UDECAM)
Alain Busson, professor at HEC
and
Chrystèle Bazin,
freelance consultant on digital media
Growth, stagnation and metamorphosis of the advertising trade in France
Philippe Legendre,
delegate-general, Institut de Recherche et d’Étude sur la Publicité (IREP)
Reinventing the mail media
Éric Trousset,
assistant general manager of marketing & surveys, Mediapost Publicité
The advertising industry, direct communication and personal data — From mass communication to a targeted, fragmented, multichannel approach: Data, the core of communication
Didier Farge,
president of Syndicat National de la Communication Directe (SNCD)
Nathalie Phan Place,
secretary-general of SNCD,
and
Anne Beriot-Cayla,
head of marketing and communication, SNCD
Investing in a time of recession: Centering strategies around consumers thanks to new digital technology
Athénaïs Rigault,
director, UDA
and
Claudie Voland-Rivet,
director of marketing and innovation, UDA
The media, advertising and audience measurement
Philippe Tassi,
assistant managing director, Médiamétrie
II - New techniques, new uses
Substitution or co-evolution between advertising media: Television, tablets, consoles, communicating devices, etc.
David Lacombled,
director of the strategy of contents, Orange Group
and
Christophe Dané,
CEO in charge of digital activities, Omnicom Media
A collaborative research project on audience measurement and new advertising formats
Fabienne Andro,
researcher, Orange Labs
Advertising in the social media era: A matter of subtlety
Christophe Deshayes,
president of Tech2Innovate
The rise of ultra-tailored advertising
Christiane Sawadogo,
Miami Ad School, San Francisco
New devices, new uses: Communication opportunities for brands
Denis Gaucher,
CEO, Europe at Kandar Media Intelligence
and
Livia Lamon,
strategic planning, Kantar Media AdSight
The emergence of ad space, an opportunity for a new industry
Gérard Lallement,
engineer from École des Mines, Conseil Général de l’Économie, de l’Industrie, de l’Énergie et des Technologies (CGE)
Jacques Serris, engineer from the École des Mines, (CGE)
And
Dominique Varenne,
financial controller, (CGE)
III - New advertising vectors: The societal impact?
Focus on the user: When advertising serves users
Nick Leeder,
CEO, Google France
And
Patrick Heneghan,
Google France
Communication processes
Louis-François Pau,
L.M. Ericsson
Emerging technology and digital marketing
Jirasri Deslis,
R&D engineer in the department Traitement du Signal et des Images, Télécom ParisTech
And
Jean-Claude Moissinac,
associate professor, Télécom ParisTech
Advertising gambling, responsible? The case of online poker
Brice Bastié,
legal advisor in charge of relations with trade organizations at Autorité de Régulation Professionnelle de la Publicité (ARPP)
and
Stéphane Martin,
general manager, ARPP
Between shaping fantasy and mutating values, does advertising have any limits
Étienne-Armand Amato,
associate professor in information and communication sciences, University of Marne la Vallée, Dicen-IDF Laboratory, research adviser at Gobelins, École de l’Image
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