Le Figaro Group, owner of French national newspaper Le Figaro, has spent heavily on digital over the past four years, an investment it’s now starting to see pay off: A full 70 percent of Le Figaro Group’s operational revenue now comes from digital. (Annual revenue was €500 million, or $725 million, in 2014.)
This growth is no accident. The newspaper group, which has 2,000 employees, has invested in engineers and developers (it now has 350) and in building a tech and data infrastructure — to the tune of more than €5 million ($5.6 million). Additional investments have gone on developing other digital assets, which included acquiring its own trading desk and the reassignment of half of its staff to digital-specific jobs across the business.
Now it wants to throw its programmatic ad strategy into high gear, with plans to double it, according to Le Figaro Media chief operating officer Alex Marcombe.
“We’re at such a size now in the French market that we can talk directly with all agencies or advertisers in the market — we want to work directly with them and less with intermediaries. We’re also developing our publisher trading desk activity, and that includes pulling in more data from across our properties and providing more premium ad formats,” he said.