On Monday October 21, you presented your marketing and sales roadmap for 2025. What is it?
Let us first mention the “drive to store 360” offer developed with Unibail-Westfield and which is unique on the market. It is based on AI and image analysis allowing very high precision. It is available in the eight Westfield centers, representing 3.5 million weekly entries, and makes it possible to measure the performance of a DOOH campaign inside a shopping center on the traffic of the store that announced it. In total, I remind you that we are present in the top 50 malls in France with all the real estate companies. We have 2,500 screens there for 17 million weekly shoppers covered. The offer will be deployed on OOH campaigns from 2025 with different technology.
You also announced an overhaul of your DOOH offers…
Yes, they have been redesigned in terms of pricing and flexibility, with the objective of reducing the CPM of digital campaigns by 20%. While some media operators have chosen to change the reference for the duration of their spots [20 secondes au lieu de 30 en TV]it will be a ten-second spot every fifty seconds in full time (and not per minute) and every 90 seconds in access (and not every 120 seconds). We therefore speed up the repetition. We are also expanding the DUOOH offer, which combines digital screens with 2 m2 street furniture in city centers, in all the cities where we are present. We are finally programmatically addressing our entire inventory, including the Iconic giant screen from Westfield-La Defense.
How do you want to boost the market at the end of the year?
We create a special Black Friday offer, where the advertiser pays for 7 days and is broadcast for 10 days. And we are launching a “Double highlights” offer at the end of the year and during the winter sales, where for any campaign purchased between the end of November and the end of December on our 3,000 DOOH screens, we are offering the same number of spots in January 2025 , where the activity is softer.
You change your signature to highlight proximity. Is it a question of better fitting the new name of the company?
It is a “Close to you” signature that is easy to remember, and which resembles us: we are the media of the city and its citizens. We want to be even closer to “you”, that is to say the citizen-consumer, the advertiser, the media agency and the licensor (local authority, landowner, transport authority). We wanted something aspirational and on the register of emotion and proximity with all our audiences. There is also simplicity, friendliness and responsibility. The signature will give rise to a national campaign, designed with the creative house Precisely, on our networks starting from the enchanted interlude of summer 2024 in Paris.
You have won the Toulon street furniture contract. Is it the largest city since the name change?
Yes, this is a contract over the next twelve years for the operation of passenger shelters in the metropolis of Toulon-Provence-Mediterranean until 2036. It represents 389 pieces of furniture in twelve municipalities. It is indeed a historic gain in a metropolis of more than 500,000 inhabitants, and the largest contract won since the change of shareholder and name at the beginning of 2024. We are already a partner in Toulon of RATP Développement and operator of 280 buses . We have made an innovative offer in terms of eco-responsibility. The Toulon metropolitan area considered that we were a solid player who would represent an alternative to the historic operator. The South represents 10 to 15% of our turnover. We are also present in Avignon, Aix-en-Provence and Salon-de-Provence which we renewed in July. We also renewed RLA, the trams of the Nice authority.
Are you a candidate for the next Paris call for tenders?
Of course. We submitted our offer on August 28. It’s a two-year contract with a reduced inventory compared to what it is today and for which we were the operator for five years. However, it is important because it is a showcase that reaches national advertisers. The City of Paris puts it at 35 million euros over two years. We have an extremely productive and harmonious relationship with her. We made our best possible offer. The current contract ends at the end of March 2025. I would like to remind you that we are talking about 1630 pieces of furniture, or only 10% of the total number of faces in the city of Paris intra muros. It is therefore a very low percentage of marketable advertising inventory and we believe that for advertisers, media agencies and the entire ecosystem, there needs to be a plurality of offerings in Paris.
And in Greater Paris, what type of offer are you applying for?
We have indeed proposed an offer to the SGP (Société des Grands Projets) but I do not wish to reveal its content. It would effectively complete the Parisian contract.
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