Founder & President, Jour de Chance
Frédéric Lefebvre founded Jour de Chance, a 360° media agency based in Boulogne-Billancourt that helps startups and scale-ups with brand awareness and acquisition campaigns: TV and addressable TV, OOH and DOOH, subway, digital.
For over ten years he has built and run media plans for fast-growing brands, with one obsession: measuring what every euro invested actually returns, from digital to offline. He also builds marketing automation and AI tools.
On this blog he shares his analysis of the advertising market, lessons from real campaigns and his convictions about startup growth.
68 articles published on this blog
83% of French people listen to audio every day (Médiamétrie), and digital audio CPMs sit between 9 and 17 euros. Why digital audio advertising is missing from your plan.
More than half of marketers plan to raise their TikTok budget in 2027 (Kantar). What I buy on TikTok Ads for a scale-up, and what I leave alone.
38% of French people watch YouTube on their TV set (Arcom). YouTube advertising on connected TV is television: I buy it and measure it as such. My method.
Advantage+ is a $75B run rate at Meta, AI Max promises 14% more conversions at Google. What I hand over to the algorithm, and what I keep.
Influencer marketing: €587M invested in France in 2025. The creator's post matters less than what you do with the content afterwards in paid media.
Retail media: €775M in France in H1 2026, up 18%. Before you put budget into it, look at what you are buying: captured demand, not created demand.
Black Friday advertising: in peak week, Meta CPM runs 51% above September. The calendar to buy before the spike and harvest during it.
ChatGPT ads: self-serve is now open in Europe from €15 a day. What the first numbers say, and how to test the channel without burning your budget.
Brand anniversary campaign: the one that works is not a nostalgia film. It is a dated offer, a way to capture contacts and a yearly event customers expect.
Media agency fee transparency: why I have clients pay their media budgets directly, and what France's Sapin law still fails to fix in digital advertising.
Pre-launch creative testing: spend 3 to 5% of the launch budget on micro-tests to learn which angle, which CPI and which retention await you before signing the big cheque.
B2B B2C media strategy: when one brand sells to professionals and consumers, two separate plans pay for the same area twice. One base, two activation layers.
