{"id":5860,"date":"2024-02-13T14:51:33","date_gmt":"2024-02-13T13:51:33","guid":{"rendered":"https:\/\/mouillere.com\/universconvergents\/?p=5860"},"modified":"2024-02-13T14:51:33","modified_gmt":"2024-02-13T13:51:33","slug":"evolution-du-marche-de-la-publicite-et-impact-sur-le-financement-des-medias","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2024\/02\/13\/evolution-du-marche-de-la-publicite-et-impact-sur-le-financement-des-medias\/","title":{"rendered":"Evolution du march\u00e9 de la publicit\u00e9 et impact sur le financement des m\u00e9dias"},"content":{"rendered":"<p>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.<\/p>\n<p><!--more--><br \/>\nLe march\u00e9 de la publicit\u00e9 dans les m\u00e9dias devrait continuer \u00e0 cro\u00eetre (+2,3% par an) et atteindre 18,3 milliards d\u2019euros en 2030, gr\u00e2ce notamment au transfert des d\u00e9penses \u201chors-m\u00e9dia\u201d vers les supports num\u00e9riques, en particulier le retail media (publicit\u00e9 sur les sites de commerce en ligne). Les acteurs num\u00e9riques, et surtout les quatre grandes plateformes extra-europ\u00e9ennes (Alphabet, Meta, Amazon et Tiktok), capteront une part croissante du march\u00e9 : 65% en 2030 (contre 52% aujourd\u2019hui), dont 45% pour les seules plateformes. Les m\u00e9dias historiques (t\u00e9l\u00e9vision, radio, presse) verront leurs recettes publicitaires traditionnelles diminuer, malgr\u00e9 leurs efforts de transition num\u00e9rique.\u00a0 Les m\u00e9dias qui investissent dans les contenus d\u2019information et de cr\u00e9ation (la plupart des m\u00e9dias historiques, mais aussi certains services de vid\u00e9o \u00e0 la demande) verront leurs ressources baisser de 800 millions d\u2019euros d\u2019ici 2030, passant de 6,1 milliards d\u2019euros en 2022 \u00e0 5,3 milliards d\u2019euros en 2030.<\/p>\n<iframe src=\"\/\/docs.google.com\/viewer?url=https%3A%2F%2Fmouillere.com%2Funiversconvergents%2Fwp-content%2Fuploads%2F2024%2F02%2FEvolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite.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\/2024\/02\/Evolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite.pdf\" class=\"gde-link\">T\u00e9l\u00e9charger (PDF, 5.74Mo)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&hellip; <\/p>\n","protected":false},"author":1,"featured_media":5862,"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":[10,145,74,28],"tags":[],"class_list":["post-5860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisuel","category-ip","category-it","category-publicite-marketing-communication"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"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","jetpack_sharing_enabled":false,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-1ww","jetpack-related-posts":[{"id":414,"url":"https:\/\/mouillere.com\/universconvergents\/2015\/07\/17\/im-impact-publie-un-livre-blanc-sur-les-best-practices-de-la-publicite-video-sur-internet\/","url_meta":{"origin":5860,"position":0},"title":"IM IMPACT PUBLIE UN LIVRE BLANC SUR LES BEST PRACTICES DE LA PUBLICIT\u00c9 VID\u00c9O SUR INTERNET","author":"Fred","date":"17 juillet 2015","format":false,"excerpt":"Le bureau-conseil en efficacit\u00e9 publicitaire IM Impact, co-fond\u00e9 et pr\u00e9sid\u00e9 par Bruno Poyet (Climat Media Agency), a publi\u00e9 un livre blanc intitul\u00e9 \u00abPublicit\u00e9 Vid\u00e9o sur Internet \u2013 Best Practices et Web Hook\u00bb. Il aborde en une quinzaine de pages sous quelles conditions une publicit\u00e9 TV peut passer sur Internet et\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\/2015\/07\/Capture-d%E2%80%99%C3%A9cran-2015-07-22-%C3%A0-15.18.17.jpg?fit=1200%2C1147&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/07\/Capture-d%E2%80%99%C3%A9cran-2015-07-22-%C3%A0-15.18.17.jpg?fit=1200%2C1147&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/07\/Capture-d%E2%80%99%C3%A9cran-2015-07-22-%C3%A0-15.18.17.jpg?fit=1200%2C1147&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/07\/Capture-d%E2%80%99%C3%A9cran-2015-07-22-%C3%A0-15.18.17.jpg?fit=1200%2C1147&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/07\/Capture-d%E2%80%99%C3%A9cran-2015-07-22-%C3%A0-15.18.17.jpg?fit=1200%2C1147&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1182,"url":"https:\/\/mouillere.com\/universconvergents\/2015\/10\/14\/les-francais-et-les-videos-quels-comportements-pour-quelles-publicites\/","url_meta":{"origin":5860,"position":1},"title":"Les Fran\u00e7ais et les vid\u00e9os : quels comportements, pour quelles publicit\u00e9s ?","author":"Fred","date":"14 octobre 2015","format":false,"excerpt":"L'\u00e9tude de MillardBrown sur les comportements des Fran\u00e7ais face aux contenus vid\u00e9os soulignent des tendances sur lesquelles les annonceurs pourront s'appuyer pour construire des messages et des plans media efficaces. http:\/\/www.e-marketing.fr\/Thematique\/Medias-1006\/Breves\/etude-Fran-ais-videos-quels-comportements-quels-plans-media-260273.htm","rel":"","context":"Dans &quot;Audiovisuel&quot;","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2563,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/07\/14\/gravity-et-skyline-nouvelles-alliances-face-au-duopole-google-et-facebook\/","url_meta":{"origin":5860,"position":2},"title":"Gravity et Skyline, nouvelles alliances face au duopole Google et Facebook","author":"Fred","date":"14 juillet 2017","format":false,"excerpt":"Le duopole Google et Facebook repr\u00e9sente 70% des investissements publicitaires gr\u00e2ce \u00e0 l'exploitation massive des donn\u00e9es des utilisateurs. Deux soci\u00e9t\u00e9s am\u00e9ricaines se partagent donc le march\u00e9 de la data et de la publicit\u00e9 en payant par ailleurs un minimum d'imp\u00f4ts en France. Quelle serait la position de l'administration am\u00e9ricaine si\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\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4971,"url":"https:\/\/mouillere.com\/universconvergents\/2022\/02\/03\/streaming-vs-radio\/","url_meta":{"origin":5860,"position":3},"title":"Streaming vs Radio","author":"Fred","date":"3 f\u00e9vrier 2022","format":false,"excerpt":"L'Autorit\u00e9 de r\u00e9gulation de la communication audiovisuelle et num\u00e9rique (Arcom) vient de publier une \u00e9tude sur l'\u00e9coute de la musique en streaming audio (Spotify, Deezer, Apple Music, YouTube) 20 millions de personnes utilisent des services de streaming audio dont les volumes de streams sont pass\u00e9s de 28 milliards en 2016\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\/2022\/02\/Capture-decran-2022-02-04-a-09.28.43.jpg?fit=1200%2C764&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/02\/Capture-decran-2022-02-04-a-09.28.43.jpg?fit=1200%2C764&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/02\/Capture-decran-2022-02-04-a-09.28.43.jpg?fit=1200%2C764&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/02\/Capture-decran-2022-02-04-a-09.28.43.jpg?fit=1200%2C764&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/02\/Capture-decran-2022-02-04-a-09.28.43.jpg?fit=1200%2C764&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2826,"url":"https:\/\/mouillere.com\/universconvergents\/2018\/10\/04\/rapport-berge-vers-une-publicite-tv-ciblee\/","url_meta":{"origin":5860,"position":4},"title":"Rapport Berg\u00e9: vers une publicit\u00e9 TV cibl\u00e9e","author":"Fred","date":"4 octobre 2018","format":false,"excerpt":"Dans son rapport pour une \u00abune nouvelle r\u00e9gulation de la communication audiovisuelle \u00e0 l'\u00e8re du num\u00e9rique\u00bb, outre les r\u00e9formes de la redevance audiovisuelle (\u00abUniversaliser l'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\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\/2018\/10\/tv-ads.png?fit=833%2C833&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2018\/10\/tv-ads.png?fit=833%2C833&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2018\/10\/tv-ads.png?fit=833%2C833&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2018\/10\/tv-ads.png?fit=833%2C833&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":2408,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/05\/29\/regles-et-procedures-pour-la-pub-tv\/","url_meta":{"origin":5860,"position":5},"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":[]}],"_links":{"self":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5860","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=5860"}],"version-history":[{"count":1,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5860\/revisions"}],"predecessor-version":[{"id":5863,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5860\/revisions\/5863"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media\/5862"}],"wp:attachment":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media?parent=5860"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/categories?post=5860"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/tags?post=5860"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}