{"id":2765,"date":"2021-09-07T15:47:01","date_gmt":"2021-09-07T13:47:01","guid":{"rendered":"https:\/\/monocle.lu\/?p=2765"},"modified":"2022-05-04T16:29:17","modified_gmt":"2022-05-04T14:29:17","slug":"all-in-sur-la-pub","status":"publish","type":"post","link":"https:\/\/monocle.lu\/en\/2021\/09\/07\/all-in-sur-la-pub\/","title":{"rendered":"All-In On Advertising!"},"content":{"rendered":"

In the second quarter of 2021, Facebook charged 47% more for its advertising offers than 3 months earlier.
\nAt Google, the \"price per click\" jumped 51%. And the competition is following suit.
\nThis is enough to make companies' advertising budgets explode.<\/p>\n

Drop the horses<\/strong>
\nWith the health crisis, digital marketing has taken a considerable place in the commercial strategy of companies.
\nAnd the influx of liquidity on the markets has favored their financing and thus their ability to \"consume\" advertising costs.
\nSo prices are soaring.<\/p>\n

History repeats itself<\/strong>
\nOnce again, the current period shows similarities with the pre-crisis of 2000. Exuberance in the markets, valuation spikes, and... massive increases in advertising spending.
\nAs Charles Monot points out today in Les Echos, we have to redouble our efforts on advertising expenses to justify excessive valuation.<\/p>\n

Clicks that cost<\/strong>
\nBut the bill is starting to weigh heavily on clients' accounts.
\nFor example, at Chewy (e-commerce specialized in pet products), we can see price increases of 80% for the same published content.<\/p>\n

Until when?<\/strong>
\nThis is the big question. The gap between valuation and operational reality is widening.
\nHow long will companies be willing\/able to follow these price increases?
\nHow long will the market tolerate companies that burn up more and more resources for the sake of their \"topline growth\"?
\nNot forever.<\/p>\n

Have a great week,<\/p>\n

Pierre<\/p>\n

PS: Read our article in Les Echos here :
\nhttps:\/\/www.lesechos.fr\/idees-debats\/cercle\/opinion-cours-au-top-resultats-en-baisse-grands-patrons-sous-pression-1343849<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Au deuxi\u00e8me trimestre 2021, Facebook a factur\u00e9 ses offres publicitaires 47% plus cher que 3 mois plus t\u00f4t. Chez Google, le \u00ab\u00a0prix du clic\u00a0\u00bb a bondit de 51%.\u00a0Et…<\/p>","protected":false},"author":8,"featured_media":2872,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2765","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-le-billet-de-monocle"],"acf":[],"yoast_head":"\nMonocle - All-In Sur La Pub !<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Monocle - All-In Sur La Pub !\" \/>\n<meta property=\"og:description\" content=\"Au deuxi\u00e8me trimestre 2021, Facebook a factur\u00e9 ses offres publicitaires 47% plus cher que 3 mois plus t\u00f4t. 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