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Vincent Létang

Vincent is a Senior Analyst with Screen Digest. Vincent has been monitoring global advertising markets for ten years. As head of the Advertising practice he launched 'Advertising Intelligence' in January 2009, a new Screen Digest online service focusing on television advertising and digital advertising trends. Vincent and his team are monitoring advertising spending, forecasting the impact of economic, technological, regulatory and media consumption changes on advertising revenues across all media. The data focuses in particular on the quarterly performance of key television broadcasters as well as emerging digital advertising formats: mobile advertising, online video, digital out-of-home, in-game advertising.

Before joining Screen Digest in 2005, Vincent has been head of the Media practice in BIPE consulting in Paris for six years. He was in charge of the 'Ad Barometer' study an annual international survey of advertising trends, commissioned by Lagardere. In his career Vincent has acted as consultant/analyst for a number of high profile clients including the European Commission, the DDM, France Telecom, Juniper, Lagardere, National Center for Cinema (CNC), Globecast, Microsoft, OFCOM, Sony, IAB, Discovery, NBC Universal, Astra, Disney etc. He has been invited to speak in more than ten international conferences since joining Screen Digest in 2005. He is regularly quoted in the financial and specialized media: FT, Guardian, Variety, L'Express, New Media Age, Reuters, CNBC, Bloomberg.

He holds a masters degree in Economics from Dauphine University, Paris, and graduated from HEC Business School, in Paris.


> Recent Reports & Articles by Vincent Létang
Adobe PDF Company The End of the 30-second Spot is Postponed The End of the 30-second Spot is Postponed The End of the 30-second Spot is Postponed Report locked, login or read more about how to purchase this report
New evidence from viewer research in the UK suggests that owners of digital video recorders (DVRs) time-shift an average 15% of their TV viewing, skipping 70% of the commercials during playback (by fast-forwarding through the breaks). Extrapolating current usage trends and DVR penetration trends, Screen Digest modelling suggests that exposure to linear advertising in the UK could be reduced by 6% by 2013 as a result. That is not, per se, a significant threat at the scale of the entire TV industry but it may require adjusting the business model for some categories of channels that rely on heavily recorded genres like drama. Overall, Screen Digest believes DVR usage will not cause the end of linear spot advertising but believes broadcasters should prepare themselves for heavier DVR usage in the future and explore the opportunities offered by enhanced or alternative TV advertising formats.
24-Feb-10
Adobe PDF Company Search Advertising Returns To Double-Digit Growth Search Advertising Returns To Double-Digit Growth Search Advertising Returns To Double-Digit Growth Report locked, login or read more about how to purchase this report
This report looks at Google's results in Q4 2009, full-year 2009 and provides forecasts for 2010 with a focus on US and UK performance. Screen Digest looks at the fundamental factors driving the rise of online search advertising both on the demand side (clients categories) and the user side (continuing growth in search engine usage), while analysing the significance and potential consequences of the recent legal and political developments surrounding Google, in China, France and Germany.
18-Feb-10
Adobe PDF Research Article DVRs reach mass market level in UK 2010 DVRs reach mass market level in UK DVRs reach mass market level in UK DVRs reach mass market level in UK Report locked, login or read more about how to purchase this report
Digital video recorders (DVR) achieve 40 per cent penetration of UK homes. New usage data shows that the level of timeshift viewing has not been detrimental to advertising exposure so far, but it could become more problematic in the future, as DVR usage is bound to grow over time. This article was published in the January 2010 Screen Digest newsletter. It is an extract from an upcoming, bigger Screen Digest report on the same topic, to be published in February 2010.
29-Jan-10
Adobe PDF Market monitor European Advertising Market Monitor: Q3 2009 European Advertising Market Monitor: Q3 2009 European Advertising Market Monitor: Q3 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering economic prospects and advertising revenue forecasts, for 2009-2010. Published January 2010.
07-Jan-10
Adobe PDF Market monitor European Broadcasters Market Monitor: Q3 2009 European Broadcasters Market Monitor: Q3 2009 European Broadcasters Market Monitor: Q3 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering key European broadcasters' advertising revenues, audience share performance and ad revenue prospects for 2009-2013. The third issue was published 7 January 2010. It takes into account the actual ad revenues 'top 8' European broadcasters reported for Q309 results, and early Q4 trading insights.
07-Jan-10
Adobe PDF 2009 Outdoor advertising to recover Outdoor advertising to recover Outdoor advertising to recover Report locked, login or read more about how to purchase this report
Out-of-home advertising has suffered more than other media. However, Screen Digest predicts a rebound in 2010 and a two per cent increase in both Western Europe and North America. Even digital advertising has felt the effects of recession but investments are gradually picking up as the year ends.
21-Dec-09
Adobe PDF Company ITV Has Finally Turned A Corner But Has Some Way To Go ITV Has Finally Turned A Corner But Has Some Way To Go ITV Has Finally Turned A Corner But Has Some Way To Go Report locked, login or read more about how to purchase this report
ITV, which accounts for 40% of the UK TV advertising market, is reporting an improved last quarter of 2009 after seeing a 12% fall in year-on-year net advertising revenues to £1,054m in the first nine months of the year. However, the company's long-promised turnaround must be viewed in the context of a core business which has been permanently diminished by audience fragmentation and pressure on ad prices.
24-Nov-09
Adobe PDF Company South African advertising at a turning point South African advertising at a turning point South African advertising at a turning point Report locked, login or read more about how to purchase this report
The South African advertising market shrank by 12 per cent in 2009 to ZAR15bn (Euro 1,250m) as the economy fell into recession. South Africa remains the biggest ad market of the African continent and Screen Digest foresees that economic stability and the FIFA World Cup finals will drive a 11 per cent recovery in 2010. This report looks at the overall South African ad market with revenue forecasts to 2014, media by media, with a particular focus on the main TV players (SABC, e.tv and Multichoice) and digital media.
06-Nov-09
Adobe PDF 2009 Digital ads curbed by recession Digital ads curbed by recession Digital ads curbed by recession Report locked, login or read more about how to purchase this report
The growth rate of online advertising outstrips the growth of offline media
19-Oct-09
Adobe PDF Company European Internet hit by advertising recession European Internet hit by advertising recession European Internet hit by advertising recession Report locked, login or read more about how to purchase this report
Online advertising grew 20% across Europe in 2008, but growth rate will decrease ten-fold this year, with a mere 2% on average. From that basis, Screen Digest was invited to provide trends and forecasts at the 'Interact' IAB conference and in the 'Adex' annual report. This report, based on our monitoring of individual markets and a survey of advertisers and ad agencies, shows that the internet is no longer immune from the recession affecting the overall advertising market. Whilst average online advertising growth (2.4%) will still outperform all other media (down two-digit everywhere), growth rates are slowing down more significantly for traditional display (Search being more resilient) and in mature digital markets (UK, Benelux, Nordics) while less mature markets (South and East Europe) are still growing organically.
23-Sep-09
Adobe PDF Company A perfect storm? The outlook for advertising in Europe A perfect storm? The outlook for advertising in Europe A perfect storm? The outlook for advertising in Europe Report locked, login or read more about how to purchase this report
This report, initially written for British Screen Advisory Council (BSAC) in June 2009, looks at the different factors affecting advertising spending in the Western world and discusses whether the 2009 ad recession is a 'perfect storm', brutal but short, or the beginning of long phase of deflation in the advertising ecosystem (that includes advertisers, media owners and agencies). A particular focus is given to television advertising and to the UK market.
18-Sep-09
Adobe PDF Company 1H 2009: Europe's Broadcasters Hoping They Have Hit the Bottom 1H 2009: Europe's Broadcasters Hoping They Have Hit the Bottom 1H 2009: Europe's Broadcasters Hoping They Have Hit the Bottom Report locked, login or read more about how to purchase this report
All eight of the leading free-to-air broadcasters in Europe's big five territories reported double-digit declines in ad revenue in the first half of 2009. At one end of the scale, ProSiebenSat.1 reported revenues 7.5% lower than the same period of 2008, while Telecinco fell a staggering 43% in Spain. The only positive note for groups like Mediaset, ITV and Antena 3 TV was that they performed slightly better than the overall market. Although there is little visibility for the second half of the year, Screen Digest shares the view that the worst may be over.
11-Sep-09
Adobe PDF Market monitor European Broadcasters Market Monitor: Q2 2009 European Broadcasters Market Monitor: Q2 2009 European Broadcasters Market Monitor: Q2 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering broadcasters' advertising revenues, audience share performance and ad revenue prospects for 2009-2013. It was published on 08 June 2009 after all 'top 8' European had reported 2009Q1 results.
08-Jun-09
Adobe PDF Market monitor European Advertising Market Monitor: Q2 2009 European Advertising Market Monitor: Q2 2009 European Advertising Market Monitor: Q2 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering economic prospects and advertising revenue forecasts, for 2009-2010. Published 08 June 2009.
08-Jun-09
Adobe PDF Company US Online Adspend To Decline 5% in 2009 US Online Adspend To Decline 5% in 2009 US Online Adspend To Decline 5% in 2009 Report locked, login or read more about how to purchase this report
Screen Digest has revised its forecasts for online advertising in the US downwards following a weak fourth quarter 2008 for the medium. Screen Digest now expects online advertising to decline 4.8% in 2009 to $22.8bn. This follows six years of successive double-digit growth. We expect all sub-categories except online video to decline in 2009. We expect display to decline 3.6%, with a 26% rise in video ads offsetting an 8.8% slump in other forms of display. Other forms of online advertising (search and classified) will decline 5.5%.
08-Apr-09
Adobe PDF Market monitor European Broadcasters Market Monitor: Q1 2009 European Broadcasters Market Monitor: Q1 2009 European Broadcasters Market Monitor: Q1 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering broadcasters' advertising revenues, audience share performance and ad revenue prospects for 2009-2013. It was published on 25 March 2009 after all 'top 8' European have reported 2008Q4 results.
25-Mar-09
Adobe PDF Market monitor European Advertising Market Monitor: Q1 2009 European Advertising Market Monitor: Q1 2009 European Advertising Market Monitor: Q1 2009 Report locked, login or read more about how to purchase this report
This quarterly report combines Advertising Intelligence data and analyst commentary covering economic prospects and advertising revenue forecasts for 2009-2010.
25-Mar-09
Adobe PDF Research Article High-definition television in Europe 2009 High-definition television in Europe High-definition television in Europe High-definition television in Europe Report locked, login or read more about how to purchase this report
High definition television (HDTV) was put on another trajectory in 2008. At the year end, only two and a half years after commercial launch in 2006, HDTV is available in nearly all European markets, mostly through pay TV but also in some cases through free-to-air television: 4.6m European households (two per cent of all TV households) can watch HDTV on a regular basis. Combined with the penetration of HD-ready displays that is reaching critical mass, the 'summer of HD sports' and the settlement of the home video situation and increasing affordability of Blu-ray players, HD awareness has risen significantly. All the conditions are now met for an acceleration of HD uptake.
11-Mar-09
Adobe PDF Research Article Advertising succumbs to recession 2009 Advertising succumbs to recession Advertising succumbs to recession Advertising succumbs to recession Report locked, login or read more about how to purchase this report
Global market conditions will stabilise at best in 2010 and the biggest European slump will be in the UK
16-Feb-09
Adobe PDF Company European TV Groups Hit as TV Ad Market Declines European TV Groups Hit as TV Ad Market Declines European TV Groups Hit as TV Ad Market Declines Report locked, login or read more about how to purchase this report
Six of of the eight largest European broadcasters face a decline in ad revenue in 2009, according to Screen Digest forecasts. Only France's TF1 and M6, thanks to regulatory changes, are expected to show growth. Spain's Antena 3 TV and Telecinco are expected to see the largest decline in percentage terms, while the UK's ITV will also have a poor year as a contintent-wide advertising recession sets in.
14-Jan-09
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