Why is this exciting?
The "Oui Pub" model was introduced in 2021 as part of the French climate protection law and aimed to deliver printed advertising only to households that have actively signalled their consent. With this approach, France wanted to raise awareness of sustainable communication, as consumers should consciously decide whether they want to receive unaddressed advertising.
However, the test phase brought challenges. Local printers and distributors suffered significant economic losses as demand for printed advertising fell sharply. In addition, inadequate communication of the model led to a lack of knowledge among consumers, which in turn had a negative impact on customer traffic and retail sales. The positive effect of the leaflet has been emphasised by various studies in recent weeks - the findings from France underline this fact once again.
What does this mean for retailers?
The results are clear: the tried and tested "Stop Pub", also known as the opt-out system, remains an essential and important part of retail communication and the economy. Without unaddressed advertising, retailers do not reach their target group effectively, which significantly impairs customer loyalty.
Whether opt-in or opt-out - successful offer communication requires more than mere reach, it needs a well thought-out strategy. MEDIA Central relies on intelligent, data-based solutions:
- Targeted distribution through leading geo-intelligence
- Optimised media mix of print, digital and cross-media approaches
- Transparent campaign measurement for measurable results
As a partner to retailers, we continuously monitor developments for you - in Germany, Europe and beyond. Because only those who keep their finger on the pulse can successfully guide their customers through the changes in product communication.