Customer Manager for e-TF1, Quentin Tiburce agreed to answer some questions about the market for affiliation and the role of account manager. So there is no confusion, specify that it exists in TF1 two business entities selling advertising space on the Web. - TF1 Publicité , related agencies media buying and communications agencies, is in charge of selling formats (IAB standard formats published by the International Association dedicated to the optimization and promotion of interactive advertising) and Rich Media to all types of advertisers.
- Shopping E-TF1 device that sells a packaged solution to advertisers and e-tailers e-tour: Part Shopping but also mini-shops built into every page of TF1.fr.
Douard Olivier: Hi Quentin. As head of customer e-commerce TF1.fr, how you would judge the sector affiliation? Conversely, what are the advantages of one model to display CPM (Cost Per Thousand)
Tiburce Quentin: Hello Olivier. The affiliation is part of the 3 models used by advertisers (Affiliates / CPC / CPM) as I'm concerned, it does not compete with the model that we practice, because, aside editor, the choice of economic model of a site depends on many variables and in particular the ratio of cost of production of the content / audience.
Membership is restricted to sites of small or medium in which the content does not cost expensive to produce. Most media sites of significant size are CPM or CPC (There are certainly examples that contradict this decision, but I do not mind).
Anecdotally, the operative shopping e-TF1 has been almost 7 years and is sold per thousand since its inception. In 2003 (yes, that date!) We conducted a one month trial with the affiliate program on one of our 30 advertisers: the results were somewhat encouraging as time consuming and inflexible. However, working simultaneously with thirty advertisers e-tailers, we can not know precisely promotions and seasonality of each. Advertisers knowing them, that's why we trust them and they can through the back office to change their bids in real time.
Our current economic model is the CPM. The CPM is virtuous for the advertiser because it guarantees a volume display, so visibility ensured. In return for this model prompts the advertiser to optimize their designs and work its offer if it wants to achieve good returns. It is a model that rewards creativity (agency or the advertiser) and, ultimately, is more profitable than short-term vision.
With CMP, value creation is not only the price variable but on the broader marketing, brand, reputation. I am convinced that, in a rather sneaky, affiliation allows for branding cheap for some advertisers e-tailers. It hurts to end the image of the advertiser because it loses control and support sites that disseminate its message or its offerings, it can be picked up on sites / blogs / forums that distort its initial marketing strategy. On
TF1.fr and other media sites, the content is quality. For example for the info: There are journalists who publish 24 h/24, 7 days / 7 new papers, videos, podcasts ( LCI.fr ), editorial content is constantly updated, that is why users keep coming back and rely on large sites. Associate its brand with a strong editorial site TF1.fr as a cost, but long-term benefits are far greater than can be generated by those operations of the type affiliation.
OD: Can you describe the process of shopping for an advertising partnership portal TF1.fr? How much time can elapse between the first contact and on-line?
QT: The process partnership e-commerce is relatively short: it's actually a classic sales cycle. This is called "partnership" because some of those prospects into customers satisfied and loyal, contracts last for several months and then run over several years. We offer a value-added advice because over time we see further than on targets in the short term.
Below the description of the partnership process: When a prospect is interested in our solution, we negotiate with him three variables: the volume display, the duration of the operation and finally the segmentation chains / Products / target.
Then we ask for simple items to be delivered (at a minimum of 50 characters text and video) it only takes 30 minutes to create the account for that customer, to provide access to back office stats / Modification of Bids and upload . It is flexible, simple and fast.
OD: Is it possible to draw a profile of clients wishing to communicate over e-TF1 Shopping?
QT: The criteria for segmenting our customers are: They are all e-tailers B to C. Firm size is not significant, there is everything, because even a small budget provides significant visibility buys if it is segmented. This even with a lower share of voice. I'll
illustrated by an example: this winter, a small e-retailer has made a very successful operation by being present for 3 months on a small portion of the site of Star Academy but with products tailored to the internautat of this site (young fashion). He then capitalized on this experience by optimizing the device much shopping on other targets once the star ac completed, fetching of other targets in line with its brand on the site (weather, etc. plurielles.fr ...). In
our clients so there are small companies from two or three small traders on niche markets in this case, the partners are both managers of companies or associated technical side.
Conversely we also work with actors' heavy weights and / or historical "distance selling and e-commerce. In this case, the partners are highly specialized marketing managers on the acquisition, ROI, keywords, etc.. there is often the council agencies.
A big thank you for your questions, I hope I was clear enough.
OD: It is I who thank you for taking the Quentin time to answer my questions! See you soon!
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