{"id":2826,"date":"2018-10-04T23:13:58","date_gmt":"2018-10-04T22:13:58","guid":{"rendered":"http:\/\/mouillere.com\/universconvergents\/?p=2826"},"modified":"2018-10-08T09:58:38","modified_gmt":"2018-10-08T08:58:38","slug":"rapport-berge-vers-une-publicite-tv-ciblee","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2018\/10\/04\/rapport-berge-vers-une-publicite-tv-ciblee\/","title":{"rendered":"Rapport Berg\u00e9: vers une publicit\u00e9 TV cibl\u00e9e"},"content":{"rendered":"<p>Dans son rapport pour une \u00abune nouvelle r\u00e9gulation de la communication audiovisuelle \u00e0 l&#8217;\u00e8re du num\u00e9rique\u00bb, outre les r\u00e9formes de la redevance audiovisuelle (\u00abUniversaliser l&#8217;assiette de la contribution\u00a0\u00bb) ou de l\u2019Hadopi qui n\u2019a jamais rempli son pr\u00e9tendu r\u00f4le d\u2019Haute Autorit\u00e9 pour la Diffusion des \u0152uvres et la Protection des droits sur Internet, Aurore Berg\u00e9 pr\u00e9conise la mise en place de publicit\u00e9 segment\u00e9e et g\u00e9olocalis\u00e9e jusqu\u2019\u00e0 pr\u00e9sent interdite \u00e0 la t\u00e9l\u00e9vision mais possible, sans entrave, sur Facebook et Google.<\/p>\n<p><!--more--><\/p>\n<p>Editeurs comme annonceurs gagneraient \u00e0 la l\u00e9galisation de la publicit\u00e9 TV cibl\u00e9e avec un \u00e9cran publicitaire deux fois mieux valoris\u00e9. Le Syndicat national de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e (SNPTV) estimait en 2017 \u00e0 200 millions d\u2019euros les gains suppl\u00e9mentaires possiblement d\u00e9gag\u00e9s d\u2019ici 2022, \u00e0 une date o\u00f9 le recours des Fran\u00e7ais aux offres triple play et leur \u00e9quipement en t\u00e9l\u00e9vision connect\u00e9e sera suffisant pour rendre la publicit\u00e9 cibl\u00e9e int\u00e9ressante. Le rapport recommande de proc\u00e9der \u00e0 une exp\u00e9rimentation \u00e0 grande \u00e9chelle, sur 18 mois, afin d\u2019\u00e9tudier les cons\u00e9quences d\u2019une telle \u00e9volution sur le march\u00e9 publicitaire.<\/p>\n<iframe src=\"\/\/docs.google.com\/viewer?url=https%3A%2F%2Fmouillere.com%2Funiversconvergents%2Fwp-content%2Fuploads%2F2018%2F10%2F2018-10-04-RapportBerg%C3%A9.pdf&hl=fr&embedded=true\" class=\"gde-frame\" style=\"width:100%; height:500px; border: none;\" scrolling=\"no\"><\/iframe>\n<p class=\"gde-text\"><a href=\"https:\/\/mouillere.com\/universconvergents\/wp-content\/uploads\/2018\/10\/2018-10-04-RapportBerg\u00e9.pdf\" class=\"gde-link\">T\u00e9l\u00e9charger (PDF, 4.75Mo)<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.assemblee-nationale.fr\/15\/pdf\/rap-info\/i1292.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.assemblee-nationale.fr\/15\/pdf\/rap-info\/i1292.pdf<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans son rapport pour une \u00abune nouvelle r\u00e9gulation de la communication audiovisuelle \u00e0 l&#8217;\u00e8re du num\u00e9rique\u00bb, outre les r\u00e9formes de la redevance audiovisuelle (\u00abUniversaliser l&#8217;assiette de la contribution\u00a0\u00bb) ou de&hellip; <\/p>\n","protected":false},"author":1,"featured_media":2828,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[10,28],"tags":[],"class_list":["post-2826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisuel","category-publicite-marketing-communication"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2018\/10\/tv-ads.png?fit=833%2C833&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-JA","jetpack-related-posts":[{"id":2573,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/07\/23\/le-programmatique-est-partout\/","url_meta":{"origin":2826,"position":0},"title":"Le programmatique est partout","author":"Fred","date":"23 juillet 2017","format":false,"excerpt":"Le JDNet consacre un article sur le programmatique \u00e0 la TV (PTV) alliant la puissance du canal TV pour la notori\u00e9t\u00e9 d'une marque \u00e0 celle du \u00a0num\u00e9rique\u00a0comme canal privil\u00e9gi\u00e9 du\u00a0marketing direct (ciblage et personnalisation). La PTV s'appuie sur l'impact et l'\u00e9chelle de la t\u00e9l\u00e9vision, mais de mani\u00e8re plus cibl\u00e9e que\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/217692.gif?fit=324%2C207&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2408,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/05\/29\/regles-et-procedures-pour-la-pub-tv\/","url_meta":{"origin":2826,"position":1},"title":"R\u00e8gles et proc\u00e9dures pour la Pub TV","author":"Fred","date":"29 mai 2017","format":false,"excerpt":"Le d\u00e9cret du 27 mars 1992 d\u00e9finit la publicit\u00e9 et le parrainage : \u00ab Toute forme de message t\u00e9l\u00e9vis\u00e9 diffus\u00e9 contre r\u00e9mun\u00e9ration ou autre contrepartie en vue soit de promouvoir la fourniture de biens\u00a0ou\u00a0services, y compris ceux qui sont pr\u00e9sent\u00e9s sous leur appellation g\u00e9n\u00e9rique, dans le cadre d'une activit\u00e9 commerciale,\u2026","rel":"","context":"Dans &quot;Marketing&amp;Communication&quot;","block_context":{"text":"Marketing&amp;Communication","link":"https:\/\/mouillere.com\/universconvergents\/category\/publicite-marketing-communication\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/05\/ARPP2.jpg?fit=522%2C322&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4818,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/08\/17\/modification-du-regime-de-la-publicite-televisee\/","url_meta":{"origin":2826,"position":2},"title":"Modification du r\u00e9gime de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e","author":"Fred","date":"17 ao\u00fbt 2020","format":false,"excerpt":"Les premi\u00e8res modifications de la r\u00e9glementation sur la publicit\u00e9 TV ont \u00e9t\u00e9 publi\u00e9es au Journal Officiel du 6 ao\u00fbt dernier. Le D\u00e9cret n\u00b0 2020-983 du 5 ao\u00fbt 2020 portant modification du r\u00e9gime de publicit\u00e9 t\u00e9l\u00e9vis\u00e9e autorise d\u00e9sormais et encadre la publicit\u00e9 segment\u00e9e et les messages publicitaires concernant le secteur du\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/r04-41319.gif?fit=945%2C524&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/r04-41319.gif?fit=945%2C524&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/r04-41319.gif?fit=945%2C524&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/r04-41319.gif?fit=945%2C524&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":6896,"url":"https:\/\/mouillere.com\/universconvergents\/2025\/12\/17\/publicite-audiovisuelle-en-europe\/","url_meta":{"origin":2826,"position":3},"title":"Publicit\u00e9 audiovisuelle en Europe","author":"Fred","date":"17 d\u00e9cembre 2025","format":false,"excerpt":"Le nouveau rapport de l'Observatoire europ\u00e9en de l'audiovisuel synth\u00e9tise les dispositions r\u00e9glementaires r\u00e9gissant les communications commerciales audiovisuelles (CCA) en Europe, telles qu'encadr\u00e9es par la Directive sur les Services de M\u00e9dias Audiovisuels (SMA) et transpos\u00e9es dans les l\u00e9gislations nationales (protection des mineurs, alcool, tabac, placement de produit, codes de bonne conduite,\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2025\/12\/Regulation-audiovisuelle-en-Europe-au-crepuscule.png?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2025\/12\/Regulation-audiovisuelle-en-Europe-au-crepuscule.png?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2025\/12\/Regulation-audiovisuelle-en-Europe-au-crepuscule.png?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2025\/12\/Regulation-audiovisuelle-en-Europe-au-crepuscule.png?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2025\/12\/Regulation-audiovisuelle-en-Europe-au-crepuscule.png?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3582,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/01\/23\/publicite-digitale-en-2020-protection-des-donnees-personnelles-roi-ciblage-contextuel-et-ott\/","url_meta":{"origin":2826,"position":4},"title":"Publicit\u00e9 digitale en 2020: protection des donn\u00e9es personnelles, ROI, ciblage contextuel et OTT","author":"Fred","date":"23 janvier 2020","format":false,"excerpt":"Selon l\u2019\u00e9tude \"Industry Pulse\" d\u2019Integral Ad Science (IAS) men\u00e9e en Allemagne, Asie du Sud-Est, Australie, \u00c9tats-Unis, France, Japon et Royaume-Uni, les principaux d\u00e9fis des acteurs de la publicit\u00e9 digitale en 2020 sont la protection des donn\u00e9es personnelles, le ROI, le ciblage contextuel et la TV connect\u00e9e. La mise en conformit\u00e9\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/01\/nl2179-entete-ias.png?fit=1008%2C700&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/01\/nl2179-entete-ias.png?fit=1008%2C700&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/01\/nl2179-entete-ias.png?fit=1008%2C700&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/01\/nl2179-entete-ias.png?fit=1008%2C700&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":5860,"url":"https:\/\/mouillere.com\/universconvergents\/2024\/02\/13\/evolution-du-marche-de-la-publicite-et-impact-sur-le-financement-des-medias\/","url_meta":{"origin":2826,"position":5},"title":"Evolution du march\u00e9 de la publicit\u00e9 et impact sur le financement des m\u00e9dias","author":"Fred","date":"13 f\u00e9vrier 2024","format":false,"excerpt":"Une \u00e9tude r\u00e9cente men\u00e9e par l\u2019Arcom (Autorit\u00e9 de r\u00e9gulation de la communication audiovisuelle et num\u00e9rique) et la Direction G\u00e9n\u00e9rale des M\u00e9dias et des Industries Culturelles (DGMIC) du minist\u00e8re de la Culture examine l\u2019\u00e9volution du march\u00e9 de la publicit\u00e9 et son impact sur le financement des m\u00e9dias. Le march\u00e9 de la\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/02\/Evolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite.jpg?fit=595%2C842&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/02\/Evolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite.jpg?fit=595%2C842&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/02\/Evolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite.jpg?fit=595%2C842&ssl=1&resize=525%2C300 1.5x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/comments?post=2826"}],"version-history":[{"count":1,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2826\/revisions"}],"predecessor-version":[{"id":2829,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2826\/revisions\/2829"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media\/2828"}],"wp:attachment":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media?parent=2826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/categories?post=2826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/tags?post=2826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}