Unlocking French Telecom Advertising Trends with AI Insights

Introduction

Imagine a world of digital advertising that is completely transparent, a world without deception, fully compliant with regulations, and where visibility is directly linked to expertise. In this world, every ad, campaign, and strategy is clear and open for analysis, providing an honest playing field for all competitors. This is the world that Dolead has created across its primary industries, including the telecommunication sector. Today, we will explore this sector, focusing on the French market.

Telecommunication industry overview

The telecommunication industry in France has a rich history, marked by significant advancements and transformations over the decades. From the early days of state-owned monopolies to the liberalization and fierce competition of today, the industry has always been at the forefront of technological innovation. This analysis focuses on the fixed-line and internet box market, excluding mobile phones. As of the end of 2023, Orange leads the market with a 39% share, maintaining its position as the historical operator with 12.4 million fixed-line subscribers, 7.7 million of whom are on fiber. Free, the leading alternative operator, has strengthened its second-place position with 7.3 million subscribers, including 5.1 million on fiber. SFR, despite commercial difficulties, holds third place with a 20% market share (6.5 million fixed-line subscribers). Bouygues Telecom, the last to enter the fixed-line market, has shown significant growth, holding a 15% market share with 4.8 million subscribers.

Market share from https://www.universfreebox.com/ at the end of Q3 2023

As we move further into the digital age, the importance of online presence and digital advertising for telecom companies cannot be overstated. The surge in internet usage and the proliferation of digital platforms have revolutionized how telecom companies engage with their customers. Online advertising, particularly on search engines and social media platforms, has become a critical component of their marketing strategies. Google Trends, for instance, shows a significant interest in key players in the French telecom sector, confirming Orange's dominance and SFR's strong position, leaving Free and Bouygues behind.

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In our quest to provide the best lead generation services for our clients, we encountered a significant challenge. Running marketing campaigns on platforms like Meta (Facebook and Instagram) without comprehensive data made it extremely difficult to position ourselves against the competition. This lack of visibility hindered our ability to follow market trends and optimize our campaigns effectively.
This issue raised the following question: “How to monitor new market trend as closely as possible on the different platforms ?”To address this issue, we turned to data as our guiding light. The breakthrough came when, in compliance with EU regulatory requirements as of June 5, 2023, Facebook and Instagram ads targeting the EU or associated territories began disclosing the beneficiary and payer of the ads. This newfound transparency provided us with a treasure trove of data, enabling us to gather and analyze valuable insights.

Ads Insight: the AI-driven Analytical Tool

At Dolead, our commitment to delivering top-tier digital advertising campaigns for our clients is unwavering. Central to our strategy is our innovative tool, AdsInsights. This advanced analytics tool is integral to our daily operations, enabling us to optimize campaigns and deliver exceptional results. As stated previously, advertising can be made on multiple platforms of the Internet. One of our challenge was to gather the different sources to allow us to have a clear and detailed picture of the digital advertising landscape.. AdsInsights integrates data from multiple sources, including:

Facebook Ads Library and Adspy: Gathering detailed metrics on ad campaigns run by major players on Meta.Semrush: Providing data on paid search traffic, keywords, estimated traffic, and ad spend.

The tool is continuously evolving, and we are confident that we will soon include data from TikTok and YouTube, further enhancing its capabilities.

Advanced AI Capabilities

What sets AdsInsights apart is its advanced AI capabilities. Instead of manually analyzing ads, the AI sorts, filters, and aggregates the thousands of advertisements we have gathered. The AI can:

• Identify and Analyze New Ads: Handling numerous versions of ad assets, providing detailed insights instantly.
• Automate Page Identification: Automatically identifying new pages in our database, linking them to the correct industry and country without manual intervention.

For instance, when running marketing campaigns on platforms like Meta, AdsInsights allows us to effectively position our clients against their competition. Previously, without comprehensive data, we had to multiply tests, often "flying blind." Now, AdsInsights enables us to follow market trends and optimize campaigns based on data-driven insights.

Market Share Analysis and Competitive Intelligence

By integrating data from diverse sources, AdsInsights allows us to:

• Analyze Market Share: Understanding our clients' positions relative to their competitors in both social and search advertising.
• Gather Competitive Insights: Continuously optimizing our clients' campaigns by understanding competitors' advertising strategies.

Real-Time Trend Identification

With AdsInsights, we can track and analyze market trends in real-time, helping us:

• Stay ahead of industry changes.
• Make informed decisions to benefit our clients.

This tool is fundamental in delivering exceptional results every day.

Daily Use of AdsInsights at Dolead

In our everyday operations, AdsInsights helps us:

• Optimize Campaigns: Analyzing data in real-time to adjust strategies for maximum effectiveness.
• Monitor Competitors: Keeping a close eye on competitors’ strategies and performance.
• Enhance Client Results Tailoring campaigns with precise data and insights to meet and exceed client goals.

At Dolead, AdsInsights is more than just a tool; it's a cornerstone of our approach to digital marketing. It embodies our commitment to transparency, innovation, and excellence, ensuring that our clients always have a competitive edge. AdsInsights by Dolead is an integral part of how we enhance our digital advertising strategies. It provides us with the clarity and intelligence needed to navigate the complexities of the digital advertising ecosystem, ensuring that we deliver unparalleled success for our clients every day.

Leveraging Ads Insights for an In-Depth Analysis of the Telecommunication Industry

A picture is worth a thousand words, and with AdsInsights, we can quickly visualize and understand the complexities of a specified market. This advanced tool provides an in-depth overview, allowing us to dissect market trends and competitive landscapes with precision. By leveraging data visualization, AdsInsights transforms raw data into actionable insights, helping businesses make informed decisions and stay ahead of the competition.

The Power of Social Media Advertising

Social media platforms, particularly Facebook, offer an invaluable space for telecom companies to connect with their audience. These platforms enable companies to deploy targeted ads that reach specific demographics, thereby enhancing brand awareness and driving user engagement. Through our in-house tool, AdsInsights, we can analyze Facebook ads and uncover the social ad market share of major telecom players. This analysis illustrates how leading companies leverage social media to gain a competitive edge, showcasing their strategies and effectiveness in the digital advertising arena. Dolead's presence, for example, has been steadily growing, highlighting our successful approach in utilizing Facebook Ads to expand our market share.

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Insights:

• Orange is clearly dominating the space and is increasing its share of the market month after month
• Lead generation companies like Opportunity, Dolead and Weedev (Hipto) are sharing a good third of the market with substantial shares in various months, and are a real asset to the big players of the industry.
• Dolead's presence in the Facebook Ads market has been steadily increasing.

Search Advertising

The Role of Paid Traffic

Search advertising, commonly known as pay-per-click (PPC) advertising, is pivotal in driving traffic and generating leads for telecom companies. By strategically bidding on relevant keywords, companies can ensure their ads appear at the top of search engine results, capturing the attention of potential customers actively seeking telecom services. Our comprehensive analysis using Semrush highlights the search ad market share of leading telecom companies, shedding light on their investment strategies and effectiveness in this crucial advertising channel. This data reveals how top players allocate their resources to maximize visibility and attract high-quality leads.

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The Importance of Organic Traffic

Beyond paid advertising, organic traffic remains a vital indicator of a company's online presence and visibility. Attracting visitors through non-paid search results signifies strong SEO practices and a robust content strategy. Using Semrush data, our analysis of organic search traffic shows how major telecom companies perform in this area. The insights gained reveal the effectiveness of their SEO efforts and content marketing strategies in drawing organic traffic. This understanding allows telecom companies to refine their approaches, ensuring sustained growth and competitive advantage in the digital marketplace.

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Insights:

• While holding close to 25% of the market share, Free has a very little online presence compare to the other 3 giants.
• Orange remains the strongest brand on all type of advertising, according to the Google Trends data
• SFR and Bouygues seems to have opposite strategy has the first one clearly favours organic traffic the other is the leader on the paid traffic front.

These data visualizations reveal key insights into the competitive landscape of the French telecom advertising market. Orange stands out as a leader in both paid and organic traffic, showcasing robust advertising strategies across search engines. Bouygues Telecom excels in organic traffic, indicating strong SEO practices, while SFR maintains a consistent presence in both paid and organic realms. On social media platforms like Facebook, Orange and Opportunity dominate, with Weedev SAS and Dolead also playing significant roles. These insights highlight the diverse strategies employed by telecom companies to capture market share and the importance of both paid and organic efforts in their overall advertising success. These insights set the stage for understanding how AI-driven tools like AdsInsights can further optimize and enhance digital advertising strategies in the competitive telecom sector.

AdInsights is Dolead's future

At Dolead, our AI-driven tools enable us to observe and interpret market trends with unprecedented accuracy, offering a clear roadmap for telecom companies aiming to optimize their digital advertising strategies. By combining data from our in-house Facebook ad scanning tool and Semrush's paid search analysis, we present a comprehensive overview of the telecommunication market's online advertising efforts in France. This integrated approach allows us to identify the leaders in both search and social advertising, providing valuable insights into the strategies that drive success in this highly competitive industry. We believe that by leveraging these insights, telecom companies can refine their marketing strategies, achieve better engagement, and ultimately drive more leads and conversions. If you are looking to enhance your digital advertising efforts, Dolead is here to guide you every step of the way.

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