{"id":311889,"date":"2019-02-25T05:00:00","date_gmt":"2019-02-25T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/3-tendances-cles-de-la-publicite-digitale-en-2019\/"},"modified":"2023-08-30T14:09:38","modified_gmt":"2023-08-30T14:09:38","slug":"3-tendances-cles-de-la-publicite-digitale-en-2019","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/3-tendances-cles-de-la-publicite-digitale-en-2019\/","title":{"rendered":"3 tendances cl\u00e9s de la publicit\u00e9 digitale en 2019"},"content":{"rendered":"

Encore jeune, le march\u00e9 <\/strong>de la publicit\u00e9 digitale, eu \u00e9gard aux investissements colossaux qu\u2019il repr\u00e9sente d\u00e9sormais et \u00e0 la confiance que cela implique, tend \u00e0 se d\u00e9passionner et se perfectionner pour mieux r\u00e9pondre aux enjeux de transparence, d’efficacit\u00e9 et de s\u00e9curit\u00e9 des marques. C\u2019est en tout cas ce qu\u2019il ressort des observations de ses \u00e9volutions entam\u00e9es en 2018 et qui se poursuivront en 2019.<\/strong><\/p>\n

 <\/p>\n

La dur\u00e9e d\u2019exposition prend le pas sur les impressions publicitaires<\/strong><\/h3>\n

D\u00e8s son origine, le m\u00e9dia digital a notamment financ\u00e9 son d\u00e9veloppement par la publicit\u00e9. Pour en mesurer l\u2019efficacit\u00e9, les pionniers du domaine ont d\u00e9velopp\u00e9 un certain nombre d\u2019indicateurs, et qui continuent de perdurer aujourd\u2019hui. C\u2019est le cas notamment de l\u2019impression\u00a0: en clair, le nombre de fois o\u00f9 une publicit\u00e9 s\u2019affiche sur un \u00e9cran et se trouve potentiellement vue par l\u2019internaute.<\/p>\n

Or, toute la subtilit\u00e9 repose sur ce terme\u00a0: \u00ab\u00a0potentiellement\u00a0\u00bb. Ce n\u2019est pas, en effet, parce qu\u2019une publicit\u00e9 s\u2019affiche qu\u2019elle va syst\u00e9matiquement toucher l\u2019utilisateur. En d\u2019autres termes, ce que de nombreux \u00e9diteurs mon\u00e9tisent encore (le nombre d\u2019impressions donc) est assez \u00e9loign\u00e9 du but recherch\u00e9\u00a0: capter l\u2019attention de l\u2019internaute, et le conduire, plus ou moins directement, \u00e0 une action d\u2019achat.<\/p>\n

Or pour que les publicit\u00e9s digitales aient un impact, il faut d\u2019abord qu\u2019elles soient vues, et suffisamment longtemps pour que la marque et le message puissent \u00eatre identifi\u00e9s et m\u00e9moris\u00e9s. Une publicit\u00e9 expos\u00e9e 15 \u00e0 30\u00a0secondes est 3\u00a0fois plus m\u00e9moris\u00e9e qu\u2019une publicit\u00e9 vue 1\u00a0seconde<\/a>.<\/p>\n

En 2019, la dur\u00e9e d\u2019exposition devrait \u00eatre de plus en plus adopt\u00e9e et devenir un indicateur de mesure cl\u00e9, sur desktop comme sur mobile. Ce qui induira aussi et n\u00e9cessairement pour les annonceurs, les \u00e9diteurs et les cr\u00e9atifs une \u00e9volution de la conception m\u00eame des publicit\u00e9s, des dispositifs d\u2019exposition et des m\u00e9thodes de mesure.<\/p>\n

 <\/p>\n

La bataille de la vid\u00e9o<\/strong><\/h3>\n

Depuis plusieurs ann\u00e9es, le transfert des usages vid\u00e9os des op\u00e9rateurs TV traditionnels vers les grandes plateformes du digital est en marche\u00a0: Youtube, Facebook, etc. Avec un objectif clairement affich\u00e9\u00a0: capter une partie de l\u2019attention des usagers, et donc des investissements publicitaires autrefois r\u00e9serv\u00e9s \u00e0 la t\u00e9l\u00e9vision.<\/p>\n

Ces op\u00e9rateurs l\u2019ont d\u2019ailleurs bien compris et s\u2019engouffrent dans la br\u00e8che\u00a0: TF1 a r\u00e9cemment annonc\u00e9 une prise de participation dans le multichannel network Studio 71, le Fran\u00e7ais Salto (France T\u00e9l\u00e9visions, TF1, M6) vient concurrencer Netflix tandis que la BBC lance Britbox pour le march\u00e9 am\u00e9ricain. Sans abandonner pour autant leurs canaux historiques, qu\u2019ils positionnent de plus en plus en offre premium.<\/p>\n

L\u00e0 aussi, toute la question de l\u2019attention des publics reste pos\u00e9e et pour r\u00e9sister aux assauts des usages digitaux de la consommation vid\u00e9o, les op\u00e9rateurs TV historiques amorcent un virage dans les m\u00e9thodes d\u2019exposition de leurs \u00e9crans publicitaires, et de facto<\/em> dans leurs leviers de vente et leurs mesures. Diverses initiatives sont \u00e0 l\u2019\u00e9tude ou en cours, et se poursuivront en 2019, en attendant une \u00e9ventuelle l\u00e9galisation de la TV adress\u00e9e, ce qui est encore interdit en France sur le flux t\u00e9l\u00e9visuel lin\u00e9aire.<\/p>\n

 <\/p>\n

Investissements publicitaires\u00a0: vers plus de contr\u00f4le et de transparence<\/strong><\/h3>\n

Petit \u00e0 petit, et en lien direct avec l\u2019\u00e9volution des usages, les investissements publicitaires digitaux prennent le pas sur tous les autres canaux. En 2018, le canal digital, qui repr\u00e9sente la majeure partie des investissements publicitaires, poursuit sa croissance, au d\u00e9triment des autres canaux, tous en recul. Mais si elle p\u00e8se bien s\u00fbr sur les budgets, la publicit\u00e9 digitale repr\u00e9sente donc aussi et surtout une source de chiffre d\u2019affaires de plus en plus importante pour les annonceurs.<\/p>\n

D\u00e8s lors il n\u2019est pas \u00e9tonnant de constater une volont\u00e9 de plus en plus accentu\u00e9e de la part des marques de (re)prendre le contr\u00f4le de ces investissements\u00a0: plus question de mesures de performances globales, l\u2019heure est d\u00e9sormais \u00e0 l\u2019affinage, et \u00e0 la contractualisation en direct avec les outils d’achat (Demand Side Platform, Ad Server) et les outils de mesure (Ad Verification, le m\u00e9tier d’IAS).<\/p>\n

Objectif\u00a0: gagner en visibilit\u00e9 et mieux ma\u00eetriser les investissements publicitaires pour en renforcer l\u2019efficacit\u00e9.<\/p>\n

Chez les annonceurs, cette prise de conscience se traduit par une mont\u00e9e en comp\u00e9tences des \u00e9quipes et une prise en main des indicateurs de mesure, afin de gagner en clart\u00e9 d\u2019\u00e9changes avec les agences et les \u00e9diteurs. Mais pas seulement\u00a0: la question des sources, des m\u00e9thodes et de l\u2019impartialit\u00e9 des mesures est de plus en plus pr\u00e9gnante sur un march\u00e9 de la publicit\u00e9 digitale, qui a tout \u00e0 y gagner en neutralit\u00e9, en confiance et donc en p\u00e9rennit\u00e9.<\/p>\n

 <\/p>\n

Lire la suite sur LesEchos.fr<\/a><\/h3>\n

<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Encore jeune, le march\u00e9 de la publicit\u00e9 digitale, eu \u00e9gard aux investissements colossaux qu\u2019il repr\u00e9sente d\u00e9sormais et \u00e0 la confiance que cela implique, tend \u00e0 se d\u00e9passionner et se perfectionner pour mieux r\u00e9pondre aux enjeux de transparence, d’efficacit\u00e9 et de s\u00e9curit\u00e9 des marques. C\u2019est en tout cas ce qu\u2019il ressort des observations de ses \u00e9volutions entam\u00e9es en 2018 et qui se poursuivront en 2019.<\/p>\n","protected":false},"author":1,"featured_media":294475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[441,448],"tags":[],"class_list":["post-311889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatique","category-visibilite"],"acf":[],"yoast_head":"\n3 tendances cl\u00e9s de la publicit\u00e9 digitale en 2019 - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/fr\/insider\/3-tendances-cles-de-la-publicite-digitale-en-2019\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 tendances cl\u00e9s de la publicit\u00e9 digitale en 2019\" \/>\n<meta property=\"og:description\" content=\"Encore jeune, le march\u00e9 de la publicit\u00e9 digitale, eu \u00e9gard aux investissements colossaux qu\u2019il repr\u00e9sente d\u00e9sormais et \u00e0 la confiance que cela implique, tend \u00e0 se d\u00e9passionner et se perfectionner pour mieux r\u00e9pondre aux enjeux de transparence, d'efficacit\u00e9 et de s\u00e9curit\u00e9 des marques. 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