Media Technology Marketing.
Every week, a recap of the latest news in media,
new technology and marketing.
week 39 – 2016
CANAL + : SEDUCTION CAMPAIGN FOR WEB USERS
Canal+ launched a new 100% online offer on September 21st. The content of the subscription includes: access to the Canal+ channel and its replay for 20 euros a month with no commitment. The subtlety of this package is in the collaboration with telcos Orange and Free, as it is only accessible on PC, tablet and mobile. This is a way for the channel to reach new clients with a more accessible offer. It underlines the channel’s ambition to be number one in entertainment – and to compete with Netflix! Indeed, the channel is accessible on all screens, already offers a large range of series, shows and streaming, and will soon also be offering music and video games, a sign of the group’s goal to bring synergies between all of the Vivendi group’s entities (one of which is Canal+). Click here for more information.
« MARDI CINEMA » CONTINUING ?
Despite a dream cast -Marthe Villalonga, Claude Brasseur, Guy Bedos, Anny Duperey, Danièle Thompson, both Guillaumes (Gallienne & Canet) for Cézanne et moi, Pierre Niney & Lambert Wilson for L’Odyssée and even Dany Boon – the 1st episode of « Mardi Cinéma » only reached 1,64 million viewers, for a 27,7% share. Laurent Ruquier is taking up the challenge: to air in primetime a magazine dedicated solely to movies, a reminder of the cult program created in 1982 on Antenne 2 (France 2’s ancestor) by Pierre Tchernia and Jacques Rouland. Click here to find out more.
INTERMEDIATE RESULTS OF ONE PRESSE
With 31,9 million people who read at least one press title each day, press remains a very important and sought after media. This year (July 2015-June 2016), readers have read on average 5.5 different press titles. Women are more curious with 5.9 different titles. Finally, it is important to note the share of digital reading (49%): an unsurprising result given the penetration in France of Smartphones (63%) and tablets (27 million people). Find out more about the One study here.
TWITTER AND THE END OF THE 140 CHARACTER RESTRICTION!
Twitter is adapting. Faced with the success of Snapchat and Instagram among others, where communication through images and video is essential, the 140-character network is reacting. With 12.8 million users in France, Twitter has just reached a milestone by giving the possibility to post images and video that do not count for the 140 character limit! This makes for simpler usage, which should change current users’ lives and maybe attract new, younger ones? Click here to find out more.
THE TOP E-COMMERCE SITES: BRICK-AND-MORTARS REACTS TO PURE-PLAYERS
The latest ranking of websites by Médiamétrie is out… And they came with a surprise! Indeed, traditional brick-and-mortar retailers are competing with pure players. While Amazon remains the most visited e-commerce site (1.6 million daily visitors on average), brick-and-mortars like Leroy Merlin (6th vs 11th place in the beginning of the year) are progressing, while former catalogue-based retailer La Redoute has gone up to the 8th place. On mobile, a player which had disappeared from the ranking for a while has gone up to 2nd place: GroupOn. Click here to find out more.
NEW TRY-OUT CONCEPT FOR KIABI!
From September 14th to 17th, Kiabi installed “inspiration booths” in Toulouse, Marseilles and Metz instead of regular billboards. They aren’t just photos but real-life models showcasing the new collections “it pieces”. The public was able to “like” the outfit they liked best, and passersby got to witness an actual runway show while waiting for their bus. Click here for more info.
WHY NOT EASY JET?
Easy Jet is launching the « Why Not? » movement. Their latest campaign encourages “French people to express their adventurousness” in a bold move for the company, given the French adventurous spirit. The campaign is featured in print, outdoor, TV, digital and social media, with the brand emphasizing the ease of traveling cheap and making us really want to try it out: let’s not let assumptions run wild and also go with the pioneer spirit!! Check out the EasyJet spot here.