Alliance Digitale unveils comprehensive drive-to-store framework across four publications

Alliance Digitale released four comprehensive publications on September 24, 2025, during a Paris-based morning event dedicated to drive-to-store marketing strategies. The 300-member digital marketing and data association announced simultaneous publication of investment barometers, multilocal advertising frameworks, measurement guides, and catalog digitalization protocols to address fragmented customer journeys and accelerated digitalization trends.

According to the Alliance Digitale event documentation, the 300-member organization gathered advertisers, retailers, agencies, and technology providers to address strategic and operational challenges in local communication. The four publications represent collective work from the association's Drive-to-Store Commission, providing concrete market analysis and operational tools.

Major investment shifts revealed in comprehensive market analysis

The Baromètre 2025 de la Publicité Drive-to-Store, developed in partnership with France Pub, presents detailed analysis of local and national advertising investments. According to the study, drive-to-store advertising represents 6.3 billion euros, constituting 18% of the total French advertising market.

Digital channels account for 1.5 billion euros within drive-to-store spending, representing 24% of the DTS market. The analysis reveals significant channel distribution differences between local and national campaigns. Local digital investments total 697 million euros, while national digital spending reaches 831 million euros.

The study employs hybrid methodology combining macro-economic modeling with micro-economic insights from biannual interviews conducted among 1,000 local and national advertisers. According to France Pub's research framework, this approach enables objective measurement of total DTS investments distributed between local and national communication strategies.

Local digital campaigns concentrate 33% of investments in websites and applications, followed by databases at 15% and content creation at 13%. National campaigns show different patterns, with sponsored links capturing 27% of investments and display advertising securing 25%.

According to Fabien Dutrieux, commission lead and B2B Marketing & Communications Director at Bonial: "Avec ce baromètre exclusif, nous franchissons une étape clé pour évaluer le rôle du drive-to-store dans les stratégies de communication des enseignes. En mettant en lumière le poids du digital et la complémentarité entre investissements locaux et nationaux, nous donnons aux annonceurs, agences et acteurs du marché un outil précieux pour piloter leurs choix média."

PPC Land previously covered drive-to-store advertising effectiveness, noting 70% average traffic uplift from targeted campaigns with 14% click-to-visit conversion rates.

Multilocal advertising framework addresses digital transformation

The Référentiel de la Publicité Multilocale provides operational guidance for retailers structuring campaigns across local and national scales. According to Alliance Digitale, digital media has become the primary local advertising channel, necessitating comprehensive frameworks for campaign articulation.

The framework establishes common vocabulary for multilocal advertising while helping retailers understand and prioritize their specific requirements. The document includes comparison tools for available solutions and optimization strategies for campaign activation.

Co-constructed with technology providers, agencies, and media networks, the framework supports local strategies while ensuring coherence with national campaigns. The document addresses retailers already engaged in multilocal campaigns as well as organizations in structuring phases.

According to Arthur Millet, Alliance Digitale's General Director: "Avec ce Référentiel, nous donnons au marché un cadre clair et partagé pour structurer la publicité multilocale. Notre ambition est d'aider les enseignes à mieux articuler leurs stratégies locales et nationales, dans une logique cohérente et performante. Ce document a été conçu par nos membres experts comme un guide pratique pour accompagner les enseignes dans la mise en place de dispositifs multilocaux performants. De la définition des besoins à l'activation des campagnes, il fournit des repères concrets pour piloter le drive-to-store."

The framework covers catchment area analysis, targeting logic, activation types, creative development, and measurement protocols. It integrates concrete use cases based on retailer typologies and comparative analysis crossing retailer needs with activation solution functionalities.

Enhanced measurement protocols address technical and creative dimensions

The Guide de la Mesure Drive-to-Store 2025 expands beyond technical measurement to incorporate creative, methodological, and organizational dimensions. According to Alliance Digitale, 80% of purchases still conclude in physical stores, making campaign measurement increasingly essential.

The guide provides comprehensive toolkits for methodology selection, advertising creative impact evaluation, and effective campaign management from national to local levels. This edition integrates creative dimensions alongside traditional performance metrics.

According to Arthur Millet: "Avec cette nouvelle édition, nous afrmons notre volonté d'apporter un cadre de référence commun au marché. Le Guide 2025 rend la mesure Drive-to-Store plus claire, plus fiable et exploitable par l'ensemble des acteurs. Le Guide 2025 s'appuie sur l'expertise de nos membres pour proposer des outils et des méthodologies adaptés aux enjeux des enseignes. Notre objectif est d'aider les acteurs à piloter leurs campagnes Drive-to-Store efcacement, du national jusqu'au magasin."

The publication addresses methodology selection challenges while providing frameworks for creative evaluation and multi-level campaign management. The guide targets agencies and technology providers supporting retailers in appropriate tool selection and strategic adaptation.

Catalog digitalization framework responds to declining print usage

The Guide de la Digitalisation des Catalogues addresses the "recul historique" of paper catalogs, providing structured approaches for promotional campaign transformation. The guide presents seven-section analysis covering market conditions, consumer and retailer needs, activation channels, format effectiveness, measurement protocols, data usage, and creative development.

Consumer segmentation increasingly drives personalized approaches, while retailers seek performance, flexibility, and transparency improvements. The guide addresses activation channels, format efficiency analysis, measurement becoming structural for campaign management, unequal data usage patterns, and creative development requiring code reconceptualization beyond simple paper transposition.

According to Arthur Millet: "Avec ce guide, nous souhaitons ofrir aux enseignes un cadre structuré et évolutif pour accompagner la fn progressive du papier. La digitalisation des catalogues ne se limite pas à une transposition au numérique, elle représente une transformation stratégique que nous voulons rendre lisible et activable pour tous les acteurs du marché. Ce guide a été pensé par nos membres comme une boîte à outils pragmatique pour aider les enseignes à piloter la transition vers le catalogue digital."

The guide targets retail chain actors, particularly retailers developing promotional offering evolution. Alliance Digitale continues structuring retail practices by providing professionals with clear, adaptable frameworks addressing business, technological, and environmental challenges.

Industry implications for marketing professionals

The four publications address fundamental changes in local advertising as digital channels gain prominence. Alliance Digitale, established in 1998 and serving as French representative for IAB, FEDMA, and GDMA networks, represents all digital marketing and data professionals regardless of organization size or value chain position. Current advertising technology trends show increased focus on automated campaign management and performance measurement across local and national scales.

Local advertising investments of 8.1 billion euros demonstrate substantial market opportunity. The 620,000 establishments using exclusively local communication represent significant potential for technology providers and agencies developing multilocal solutions.

Digital transformation affects traditional catalog distribution, requiring retailers to adapt promotional strategies. The transition from paper to digital formats necessitates strategic approaches beyond simple digital transposition, according to Alliance Digitale analysis.

The measurement framework addresses growing complexity in cross-channel attribution and creative effectiveness evaluation. With 80% of purchases completing in physical stores, accurate drive-to-store measurement becomes critical for campaign optimization and budget allocation decisions.

According to Arthur Millet: "Ces quatre publications constituent un ensemble cohérent pour aider les enseignes à piloter leurs campagnes Drive-to-Store, structurer leurs stratégies locales et nationales, et accompagner la digitalisation de leurs dispositifs promotionnels. Elles traduisent l'expertise de nos membres et ofrent des repères opérationnels pour toute la chaîne du marché."

The publications provide operational frameworks rather than theoretical guidance, addressing practical implementation challenges faced by retailers, agencies, and technology providers. The collective approach involving technology actors, agencies, and media networks ensures practical applicability across diverse market segments.

Local advertising effectiveness varies significantly by sector, with previous research indicating beauty industry campaigns achieving 271% footfall increases compared to 13% for technology sectors. The new measurement frameworks address these sector-specific performance variations.

Technical implementation details

The methodological approach combines macro-economic modeling with micro-economic data collection through structured interviewing processes. France Pub's hybrid methodology enables objective measurement of investment flows between local and national advertising channels.

The measurement framework incorporates creative evaluation protocols alongside traditional performance metrics. Technical specifications address methodology selection criteria, impact assessment procedures, and multi-level campaign management requirements.

Catalog digitalization requires systematic approach across seven operational areas. Market analysis, needs assessment, channel optimization, format selection, measurement implementation, data utilization, and creative development each require specific technical considerations according to the guide specifications.

Multilocal advertising frameworks establish standardized vocabulary and comparison methodologies. The systematic approach enables retailers to evaluate solution providers based on functional requirements rather than marketing presentations.

Budget allocation patterns show 52% of national digital drive-to-store investments flow through paid media channels, compared to 41% for combined local and national campaigns. This distribution affects platform selection and optimization strategies for retailers managing multi-level campaigns.

Timeline

• September 24, 2025: Alliance Digitale announces four drive-to-store publications during Paris morning event
• September 25, 2025: Publication release date for Baromètre 2025, Référentiel Multilocale, Guide Mesure, and Guide Digitalisation
• September 5, 2025: NRF 2025: Retail's Big Show Europe announced as key retail community event 
• September 1, 2025: Alliance Digitale publishes ePrivacy consent withdrawal practical guide
• July 24, 2025: Google Network advertising revenue declines 1% as AI features reduce publisher traffic
• February 6, 2022: TabMo study reveals 70% average uplift in drive-to-store advertising campaigns

Summary

Who: Alliance Digitale, 300-member French digital marketing and data association founded in 1998, representing professionals across all organization sizes and serving as French representative for IAB, FEDMA, and GDMA international networks, in collaboration with France Pub research organization, technology providers, agencies, and media networks

What: Release of four comprehensive publications addressing drive-to-store marketing: investment barometer, multilocal advertising framework, measurement guide, and catalog digitalization protocols

When: September 24, 2025 announcement during Paris morning event, with publication release on September 25, 2025

Where: Paris, France, targeting French retail market with applications across European markets

Why: Address fragmented customer journeys, accelerated digitalization, and need for structured approaches to local and national advertising coordination amid declining traditional promotional channels