{"id":12632,"date":"2026-07-09T06:00:44","date_gmt":"2026-07-09T05:00:44","guid":{"rendered":"https:\/\/www.lawebradio.com\/news\/?p=12632"},"modified":"2026-07-08T07:33:29","modified_gmt":"2026-07-08T06:33:29","slug":"publicite-programmatique-2026-laudio-et-le-dooh-remplacent-le-display-et-la-video","status":"publish","type":"post","link":"https:\/\/www.lawebradio.com\/news\/publicite-programmatique-2026-laudio-et-le-dooh-remplacent-le-display-et-la-video\/","title":{"rendered":"Publicit\u00e9 programmatique 2026 : l\u2019audio et le DOOH remplacent le display et la vid\u00e9o"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.8.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb]<\/p>\n<p><strong>Le march\u00e9 de la publicit\u00e9 programmatique change rapidement. Selon le barom\u00e8tre S1 2026 d\u2019Alliance Digitale, les investissements en display et vid\u00e9o instream chutent, tandis que l\u2019audio publicitaire et le DOOH (affichage num\u00e9rique en ext\u00e9rieur) explosent. D\u00e9cryptage d\u2019une tendance cl\u00e9 pour les m\u00e9dias, les marques et les cr\u00e9ateurs de contenu audio.<\/strong><\/p>\n<h3>Publicit\u00e9 programmatique : qu\u2019est-ce que c\u2019est ?<\/h3>\n<p>La publicit\u00e9 programmatique d\u00e9signe l\u2019achat et la vente automatis\u00e9s d\u2019espaces publicitaires en ligne, via des plateformes technologiques (SSP, DSP, ad exchanges). Contrairement aux achats directs, le programmatique permet de cibler finement les audiences, d\u2019optimiser les budgets en temps r\u00e9el et de mesurer pr\u00e9cis\u00e9ment la performance des campagnes.<\/p>\n<p>Le barom\u00e8tre d\u2019Alliance Digitale, publi\u00e9 chaque semestre avec Adomik, analyse les investissements sur l\u2019Open Web : l\u2019ensemble des sites web, applications mobiles et services en ligne accessibles librement, hors grandes plateformes (YouTube, Meta, TikTok, Amazon).<\/p>\n<h3>Display et vid\u00e9o : pourquoi les investissements baissent<\/h3>\n<p><strong>Le display en recul structurel<\/strong><\/p>\n<p>Le display, c\u2019est-\u00e0-dire l\u2019ensemble des banni\u00e8res publicitaires (statiques, anim\u00e9es, natives), reste le format le plus utilis\u00e9 sur l\u2019Open Web. Mais il continue de perdre du terrain :<\/p>\n<ul>\n<li>Investissements display : \u201313% au S1 2026, \u00e0 230 M\u20ac<\/li>\n<li>CPM moyen : \u20134%, \u00e0 0,57 \u20ac<\/li>\n<li>Impressions : \u20139%, \u00e0 402 milliards<\/li>\n<\/ul>\n<p>Depuis 2021, les investissements display ne repr\u00e9sentent plus que 63% de leur niveau initial.<\/p>\n<p><strong>La vid\u00e9o instream s\u2019effondre<\/strong><\/p>\n<p>La vid\u00e9o instream (publicit\u00e9s vid\u00e9o avant ou pendant un contenu) subit la plus forte baisse :<\/p>\n<ul>\n<li>Investissements vid\u00e9o : \u201330,6% en un an, \u00e0 60 M\u20ac<\/li>\n<li>CPM vid\u00e9o : \u201344%, \u00e0 3,70 \u20ac<\/li>\n<li>Impressions : +26%, \u00e0 16 milliards<\/li>\n<\/ul>\n<p>Cette chute s\u2019explique par :<\/p>\n<ul>\n<li>La saturation des formats et la fatigue publicitaire<\/li>\n<li>La concurrence des grandes plateformes (CTV, AVOD, r\u00e9seaux sociaux)<\/li>\n<li>La baisse de la valeur per\u00e7ue par les annonceurs<\/li>\n<\/ul>\n<h3>Audio et DOOH : les nouveaux relais de croissance<\/h3>\n<p><strong>L\u2019audio publicitaire en forte hausse<\/strong><\/p>\n<p>Les investissements en audio programmatique ont progress\u00e9 de 23% au S1 2026, \u00e0 37 M\u20ac. La valeur des espaces publicitaires audio a m\u00eame augment\u00e9 de 13%, avec un CPM moyen \u00e0 9,79 \u20ac.<\/p>\n<p>Cette croissance est port\u00e9e par :<\/p>\n<ul>\n<li>Les podcasts et webradios<\/li>\n<li>Le streaming musical (Deezer, Spotify, etc.)<\/li>\n<li>Les applications mobiles (87,4% des investissements audio)<\/li>\n<\/ul>\n<p>Si cette tendance se maintient, l\u2019audio pourrait d\u00e9passer la vid\u00e9o sur l\u2019Open Web d\u00e8s 2027.<\/p>\n<p><strong>Le DOOH programmatique acc\u00e9l\u00e8re<\/strong><\/p>\n<p>L\u2019affichage num\u00e9rique en ext\u00e9rieur (DOOH) conna\u00eet une croissance de 28% des investissements, apr\u00e8s +8,5% un an plus t\u00f4t. Les impressions ont bondi de 40%, tandis que le CPM a baiss\u00e9 de 8,5%, signe d\u2019un march\u00e9 qui se liquide et se d\u00e9mocratise.<\/p>\n<p>Les atouts du DOOH :<\/p>\n<ul>\n<li>Visibilit\u00e9 et impact dans les lieux de passage (gares, a\u00e9roports, centres commerciaux)<\/li>\n<li>Flexibilit\u00e9 et r\u00e9activit\u00e9 (messages adapt\u00e9s en temps r\u00e9el)<\/li>\n<li>Compl\u00e9mentarit\u00e9 avec le mobile, l\u2019audio et le web<\/li>\n<\/ul>\n<h3>SEO et mon\u00e9tisation : quelles opportunit\u00e9s pour les \u00e9diteurs ?<\/h3>\n<p>Pour les sites d\u2019information, les webradios, les podcasts et les \u00e9diteurs de contenus, cette \u00e9volution est une opportunit\u00e9. L\u2019audio et le DOOH offrent de nouvelles sources de revenus, plus stables et mieux valoris\u00e9es que le display ou la vid\u00e9o instream.<\/p>\n<p>Quelques pistes pour optimiser sa mon\u00e9tisation :<\/p>\n<ul>\n<li>Int\u00e9grer des formats audio programmatiques (in-stream, sponsoring, brand content)<\/li>\n<li>D\u00e9velopper des partenariats DOOH via des Private Marketplaces (PMP)<\/li>\n<li>Privil\u00e9gier le native, l\u2019outstream et les formats engageants pour le display<\/li>\n<li>Combiner audio, DOOH et web pour des campagnes multicanal<\/li>\n<\/ul>\n<h3>Publicit\u00e9 programmatique 2026 : ce que cela change pour vous<\/h3>\n<p><strong>1 &#8211; Pour les auditeurs et usagers<\/strong><br \/>\nSi vous \u00e9coutez des webradios, des podcasts ou des playlists en ligne, vous \u00eates d\u00e9j\u00e0 concern\u00e9 par cette \u00e9volution. L\u2019audio publicitaire devient omnipr\u00e9sent, mais il est g\u00e9n\u00e9ralement mieux int\u00e9gr\u00e9 et moins intrusif que les formats traditionnels.<\/p>\n<p><strong>2 &#8211; Pour les m\u00e9dias et cr\u00e9ateurs de contenu<\/strong><br \/>\nPour les sites d\u2019information, les webradios, les podcasts et les \u00e9diteurs de contenus, cette tendance est une opportunit\u00e9. L\u2019audio et le DOOH offrent de nouvelles sources de revenus, plus stables et mieux valoris\u00e9es que le display ou la vid\u00e9o instream. Int\u00e9grer ces formats permet de mieux mon\u00e9tiser ses audiences et de diversifier ses mod\u00e8les \u00e9conomiques.<\/p>\n<p><strong>3 &#8211; Pour les marques et annonceurs<\/strong><br \/>\nLes annonceurs disposent aujourd\u2019hui d\u2019un \u00e9ventail plus large de leviers publicitaires. L\u2019audio et le DOOH permettent de toucher des audiences captives, dans des contextes favorables \u00e0 l\u2019engagement. Ces formats sont particuli\u00e8rement adapt\u00e9s aux campagnes de notori\u00e9t\u00e9, de lancement de produit ou de fid\u00e9lisation.<\/p>\n<h3>Vers un nouveau paysage publicitaire<\/h3>\n<p>Le march\u00e9 publicitaire en ligne est en pleine recomposition. Les formats traditionnels, comme le display et la vid\u00e9o instream, perdent de leur attractivit\u00e9, tandis que l\u2019audio et l\u2019affichage num\u00e9rique s\u2019imposent comme des leviers incontournables.<\/p>\n<p>Pour les professionnels du web, du contenu et de l\u2019audio, cette \u00e9volution ouvre de nouvelles perspectives. Elle invite \u00e0 repenser les strat\u00e9gies de mon\u00e9tisation, \u00e0 innover dans les formats et \u00e0 mieux int\u00e9grer l\u2019exp\u00e9rience utilisateur.<\/p>\n<p>Pour les auditeurs et les usagers, c\u2019est l\u2019assurance de d\u00e9couvrir des publicit\u00e9s plus pertinentes, mieux int\u00e9gr\u00e9es et moins intrusives.<\/p>\n<p>\u2022 <a href=\"https:\/\/www.alliancedigitale.org\/publication\/alliance-digitale-publie-son-barometre-du-programmatique-de-lopen-web-s1-2026\/\" target=\"_blank\" rel=\"noopener\"><strong>Source : Alliance Digitale<\/strong><\/a><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.6.5&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.8.0&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb] Le march\u00e9 de la publicit\u00e9 programmatique change rapidement. Selon le barom\u00e8tre S1 2026 d\u2019Alliance Digitale, les investissements en display et vid\u00e9o instream chutent, tandis que l\u2019audio publicitaire et le DOOH (affichage num\u00e9rique en ext\u00e9rieur) explosent. D\u00e9cryptage d\u2019une tendance cl\u00e9 pour les m\u00e9dias, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-12632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revue","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicit\u00e9 programmatique 2026 : l\u2019audio et le DOOH remplacent le display et la vid\u00e9o - Lawebradio.com - Actualit\u00e9s des radios digitales<\/title>\n<meta name=\"description\" content=\"Publicit\u00e9 en ligne : d\u00e9cryptage d\u2019une tendance qui impacte directement les m\u00e9dias, les marques, mais aussi les auditeurs et les internautes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lawebradio.com\/news\/publicite-programmatique-2026-laudio-et-le-dooh-remplacent-le-display-et-la-video\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 programmatique 2026 : l\u2019audio et le DOOH remplacent le display et la vid\u00e9o - 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