{"id":4005,"date":"2016-07-20T09:36:54","date_gmt":"2016-07-20T08:36:54","guid":{"rendered":"http:\/\/www.lawebradio.com\/news\/?p=4005"},"modified":"2016-07-20T09:56:58","modified_gmt":"2016-07-20T08:56:58","slug":"2016-publicite-digitale-se-place-premier-rang-depenses","status":"publish","type":"post","link":"https:\/\/www.lawebradio.com\/news\/2016-publicite-digitale-se-place-premier-rang-depenses\/","title":{"rendered":"En 2016, la publicit\u00e9 digitale se place au premier rang des d\u00e9penses des annonceurs"},"content":{"rendered":"<p><strong>Selon la derni\u00e8re \u00e9tude r\u00e9alis\u00e9e par le cabinet PWC pour le SRI et l\u2019Udecam, lors de la pr\u00e9sentation de l\u2019Observatoire de l\u2019e-publicit\u00e9 le 12 juillet, le march\u00e9 fran\u00e7ais de la publicit\u00e9 digitale atteint 1,651 milliard d\u2019euros de chiffre d\u2019affaires net au premier semestre 2016. Il devient le premier support publicitaire avec 30% des investissements dans les m\u00e9dias (en progression de 6% par rapport au premier semestre 2015.), contre 29,7% pour la t\u00e9l\u00e9vision et 18,1% pour la presse.<\/strong><\/p>\n<p>\u00ab\u00a0Nous nous r\u00e9jouissons de la forte dynamique du march\u00e9 qui progresse sur tous les leviers, port\u00e9e par le mode d\u2019achat programmatique qui atteint d\u00e9sormais 50%. Ces r\u00e9sultats font n\u00e9anmoins appara\u00eetre des disparit\u00e9s sur le display avec la forte acc\u00e9l\u00e9ration des plateformes et r\u00e9seaux sociaux qui p\u00e8sent d\u00e9sormais pour plus d\u2019un tiers du march\u00e9. Ceci a pour cons\u00e9quence un certain d\u00e9s\u00e9quilibre des forces en pr\u00e9sence dans l\u2019\u00e9cosyst\u00e8me de la pub digitale\u00a0\u00bb, explique Sophie Poncin, pr\u00e9sidente du SRI.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4007\" src=\"http:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs01-072106.jpg\" alt=\"ima-obs01-072106\" width=\"640\" height=\"418\" srcset=\"https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs01-072106.jpg 640w, https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs01-072106-150x98.jpg 150w, https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs01-072106-300x196.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>\u00ab\u00a0La poursuite de la croissance des investissements dans la publicit\u00e9 digitale doit nous conduire \u00e0 renforcer notre niveau d\u2019exigence tant dans le respect de r\u00e8gles de privacy que dans le d\u00e9veloppement de formats et contenus publicitaires plus int\u00e9gr\u00e9s, interactifs, choisis et non plus subis. C\u2019est pour cela qu\u2019avec le SRI, nous souhaitons la cr\u00e9ation d&rsquo;un Label con\u00e7u en commun, r\u00e9gies et Agences, destin\u00e9 \u00e0 distinguer les bonnes pratiques\u00a0\u00bb, selon Jean-Luc Chetrit, pr\u00e9sident de l\u2019UDECAM.<\/p>\n<p>Tandis que, S\u00e9bastien Leroyer, directeur chez PwC Digital Services, de conclure : \u00ab\u00a0Le march\u00e9 publicitaire entre dans une nouvelle phase de sa transformation digitale. Le nouveau mod\u00e8le de diffusion programmatique devient majoritaire au sein du display, et le th\u00e8me de l\u2019exp\u00e9rience utilisateur est plus que jamais au c\u0153ur des pr\u00e9occupations des acteurs. Cette maturit\u00e9 se traduit par une dynamique d\u2019investissement tr\u00e8s positive pour la publicit\u00e9 digitale.\u00a0\u00bb<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4006\" src=\"http:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs02-072106.jpg\" alt=\"ima-obs02-072106\" width=\"640\" height=\"462\" srcset=\"https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs02-072106.jpg 640w, https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs02-072106-150x108.jpg 150w, https:\/\/www.lawebradio.com\/news\/wp-content\/uploads\/2016\/07\/ima-obs02-072106-300x217.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><strong>A propos du SRI<\/strong><br \/>\nLe SRI a \u00e9t\u00e9 cr\u00e9\u00e9 en juillet 2003 \u00e0 l\u2019initiative des principales r\u00e9gies publicitaires fran\u00e7aises afin de promouvoir et d\u00e9velopper le m\u00e9dia Internet en France. La d\u00e9marche du SRI : soutenir les investissements et le d\u00e9veloppement du m\u00e9dia Internet, valoriser les sp\u00e9cificit\u00e9s et la comp\u00e9titivit\u00e9 du m\u00e9dia, faciliter l\u2019acc\u00e8s au m\u00e9dia Internet par une professionnalisation et une simplification des offres, exploiter la cr\u00e9ativit\u00e9 du m\u00e9dia, et assurer la repr\u00e9sentativit\u00e9 du Syndicat aupr\u00e8s de l\u2019ensemble des acteurs de la publicit\u00e9 interactive.<\/p>\n<p>\u2022 <a href=\"http:\/\/www.sri-france.org\/\" target=\"_blank\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selon la derni\u00e8re \u00e9tude r\u00e9alis\u00e9e par le cabinet PWC pour le SRI et l\u2019Udecam, lors de la pr\u00e9sentation de l\u2019Observatoire de l\u2019e-publicit\u00e9 le 12 juillet, le march\u00e9 fran\u00e7ais de la publicit\u00e9 digitale atteint 1,651 milliard d\u2019euros de chiffre d\u2019affaires net au premier semestre 2016. Il devient le premier support publicitaire avec 30% des investissements dans [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4008,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[13],"tags":[200,931,1004,790,1027],"class_list":["post-4005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top","tag-audience-digitale","tag-digital","tag-programmatique","tag-regie-publicitaire","tag-sri","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>En 2016, la publicit\u00e9 digitale se place au premier rang des d\u00e9penses des annonceurs - Lawebradio.com - Actualit\u00e9s des radios digitales<\/title>\n<meta name=\"description\" content=\"Le march\u00e9 fran\u00e7ais de la publicit\u00e9 digitale atteint 1,651 milliard d\u2019euros de chiffre d\u2019affaires net au premier semestre 2016.\" \/>\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\/2016-publicite-digitale-se-place-premier-rang-depenses\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"En 2016, la publicit\u00e9 digitale se place au premier rang des d\u00e9penses des annonceurs - 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