Media Technology Marketing.
Every week, a recap of the latest news in media,
new technology and marketing.
week 48 – 2015
THE MENTALIST, AN EXIT IN STYLE ON TF1
Last Tuesday, the Mentalist’s series finale beat a new record with 8,5 million viewers, for a 31% ratings share, and even higher on women and 15-34 year-olds. Before even the finale, TF1 saw great ratings from the show throughout its time on TF1…The ratings of the finale compared to other programs that evening here (in French).
DECIPHERING : THE SUCCESSFULL COCKTAIL STARS & TV ADVERTISING
A Brand & Celebrities study, done over the first semester of 2015, analyses the 1 328 ads aired on Canal+, TF1 and M6 in access and peak time where stars serve as brand ambassadors. The results: Canal+ airs the highest share of these ads, with 14% of all its ads featuring celebrities, followed by M6 (12%) and TF1 (8%). And among the celebrities, first come actors (like George Clooney or Charlize Theron), followed by models (like Cara Delevingne) and finally athletes. For more details, click here (in French).
ELLE ROUND LIKE OUR PLANET
For the launch of the COP 21, Elle published a round edition of its magazine. A simple idea, yet surprisingly effective to showcase the weekly’s commitment to the environment.
COMING OUT FOR PELERIN MAGAZINE LAST FRIDAY
A brand new layout – which reminds us of Courrier International – and reorganised sections: a little spotlight on Pelerin magazine (Pilgrim magazine), which while focusing on a niche target, gives a particularly strong take on current events. Halfway between a religious magazine and a generalist monthly, the new version of the magazine is in kiosks now.
Web & mobile
A LITTLE EXAMPLE OF THE RICHNESS OF PROGRAMMATIC
At the heart of big data, programmatic buying allows for more refined targeting of display ads. Programmatic tools are capable of following users and establishing detailed portraits of their habits, as showcased by Quantcast’s infographic: the data compiled and analysed by programmatic tools give a very detailed portrait of the banking sector’s clients. An example that shows the richness of this technology. For more details, click here (in French).
IRL : INSPIRATION AND AN OFFBEAT LOOK AT CURRENT EVENTS
Launched last June by France Televisions, the IRL platform already got 31 million views for the 215 videos posted so far. This idea lab offers short-form content in episodic form, at the crux between news, investigative reporting and cinema. Based on these promising results, the 2016 budget should be going upwards with already 250 videos programmed for early next year. Check the site out here.
BARELY TWO YEARS OLD AND ALREADY A LEADER: LE JOURNAL DES FEMMES
With 6,2 million unique visitors, Le Journal des Femmes (The Women’s Journal) is already 1st among women’s interest sites. It features relatively classic sections like fashion, beauty, cooking, decoration and health. Check it out here.
FROM GOOGLE STREET VIEW TO GOOGLE SEAT VIEW WITH VIRGIN AMERICA
For OOH, the arrival of digital creates boundless new possibilities. Thanks to tactile screens in bus stops, Virgin America is giving passersby a Google Seat View of its Airbus planes, in the fashion of Google’s Street View function. From the visit of the plane to a flight booking, there’s just one tap. An ingenious campaign you can discover here.
LET’S PUT OUR SKIES ON RIGHT FROM GARE DE LYON WITH CLUB MED!
Visitors beware, an ephemeral ski station made by Club Med was installed at Gare de Lyon. You take the lift before going down the slopes of Val Thorens, just like if you were actually there. Oh yes, we lied a little, because it isn’t an actual ski station, but actually you put on 3D glasses, to immerse yourself at the heart of the Alps. Check out the campaign here.