For several years now, Orange has focused on enriching its broadband and mobile offering with new services and value-added content for its customers. This strategy has enabled it to develop a unique understanding of consumer behaviour and expectations, and to anticipate technological developments in the digital world. It has also helped Orange to envision, in cooperation with other companies, brand new ways of reaching an audience that no longer wants to be perceived as a global entity but rather as a multitude of separate individuals.
Orange was a pioneer in this area and has built a strong audience on three screens (PC, mobile and TV) and the ability to monetise it. By capitalising on its ability to master the value chain from end to end and its in-depth knowledge of consumers, Orange has developed tools and unique “three screens”and has many advantages when it comes to satisfying the needs of:
consumers: less intrusive solutions that are customisable and better focused on their needs.
advertisers: interactive ads that allow them to more effectively connect their company with prospects, plus solutions for measuring the profitability and performance of advertising campaigns.
partner publishers: solutions for effective management to maximise audience value.
Orange’s pan-European team, Orange Advertising Network (200 salespeople in Europe), sells advertising space on Orange sites and those of many partners: MyVillage, Female First, Guia del Ocio, Bolsa 5, ViaMichelin, Autoplus, etc.
Along with its partners in the Ad Europe network, it has a comprehensive advertising offer that allows advertisers to reach over 30 European countries and a potential 160 million unique visitors, helping them to meet their various goals.