Gautier Picquet, President of Publicis Media, and Arnaud Lauga, President of Publicis Commerce, explain why and how the group focuses on retail.
JDN. Publicis, a communications group, is increasingly positioning itself in retail (acquisitions of Citrus Ad for retail media and Bizon for Amazon, joint venture with Carrefour, etc.). Why ?
Gautier Picquet. We have entered a new communication era that is more connected to commerce, a ‘creative trade revolution’ as we call it at Publicis. The acquisition of Bizon follows that of Profitero (SaaS Platform for Analyzing Brand Performance on 700 Ecommerce Sites Acquired in May, Editor’s Note.) which itself follows the acquisition of CitrusAd. All this should enable our customers to further link their investments and all their communications to a business dimension. All of our businesses (creative, media, data, technology) are turning to the corporate sphere for brand growth. It’s also a way for us to support the explosion of e-retail media.
Arnaud Lauga. These acquisitions enable us to support e-retail brands as a whole: consulting for strategy construction, technologies that provide insights to fuel strategy, distribution of ads to retailers, media buying in audience expansion, activations on Amazon, inventory management, etc.
How much have you invested to position yourself in this retail transition? ?
general practitioner All I can tell you is that e-retail media is the most structuring channel for brand investment in the United States today. In France, it already represents 10% of media budgets. We must participate in this marketing transformation of our customers. That’s why we’re accelerating in the entire field of commerce and e-commerce. We set up a joint venture with Carrefour a few weeks ago, which allows us to tackle e-retail. Bizon completes our offer as a specialized agency on Amazon.
ALREADY Indeed, Bison comes to bring us an expertise dedicated to this ecosystem that is so specific to Amazon: how to manage stocks, product sheets, which logistics to choose… You really need to know the platform well to use it well and get yourself there position. , in France and in Europe.
The context we are going through forces brands to focus on business results. At the same time, less and less data is available for targeted advertising outside of Gafam, as evidenced by the explosion of e-retail media. Is advertising changing its model ?
general practitioner Our market is experiencing another earthquake. After the search and social earthquakes, we are now experiencing the e-retail earthquake, which is transforming our businesses much more profoundly than the last. The reason is that it is redesigning all of our businesses: communication is connecting to the last mile of digital and business conversion, closer to the consumer.
ALREADY Retailers give us access to this first party data that we’ve been looking for from our advertisers for years, but was very low in volume, albeit rich. In retailers, wealth and volume go hand in hand, giving us far more impact than we’ve been able to achieve to date. The next big challenge in e-retail media is measurement. Because we must not forget that this channel is not only focused on the logic of the bottom of the funnel. We manage to move up thanks to targeting and the different formats in audience expansion all over the web.
Where do you think the answer to this measurement challenge lies? ?
ALREADY Opacity was still very much present in this sector, but that is about to change with the arrival of media agencies. This requires education and the dissemination of good practice. The more budgets increase, the more advertisers want to measure ROI.
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