Controversy over urban visual pollution is driving stakeholders to find new communication outlets
Despite this 'anti-advertising' polemic, the need for information, and the hunt for bargains, promotions, and personalized, relevant, product offers is a growing requirement for the majority of consumers.
New regulatory measures have led to a drastic fall in urban communication media. This trend has been exacerbated further by the judgment made by the Paris Court of Appeal which described advertising as a 'social risk' and upheld the imposition of a fine of just one symbolic euro for 'adbusting'.
"The environmental risk to society and health of advertising hoardings has been under-estimated." Cf. Paris Court of Appeal
TV media, eagerly awaited, also turns out to be in transition, with the emergence of TNT (French digital terrestrial television) and the new audio-visual order. Its use is becoming increasingly complex and its high rates discourage many retail chains.
Taxed, less well received, and refused outright by a growing number of households, the catalogue, a tool of limited scope, is no longer sufficient for winning over customers and retaining their loyalty.
In short, conventional media have reached their limits and the cost per exposure is rising all the time.
