{"id":8704,"date":"2024-11-29T19:50:31","date_gmt":"2024-11-29T18:50:31","guid":{"rendered":"https:\/\/www.lawebradio.com\/news\/?p=8704"},"modified":"2025-05-14T08:02:14","modified_gmt":"2025-05-14T07:02:14","slug":"audio-digital-572-nouvelles-marques-ont-choisi-de-debuter-sur-ce-media-en-2024","status":"publish","type":"post","link":"https:\/\/www.lawebradio.com\/news\/audio-digital-572-nouvelles-marques-ont-choisi-de-debuter-sur-ce-media-en-2024\/","title":{"rendered":"Audio Digital : 572 nouvelles marques ont choisi de d\u00e9buter sur ce m\u00e9dia en 2024"},"content":{"rendered":"

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Kantar Media a publi\u00e9 son barom\u00e8tre d\u00e9di\u00e9 \u00e0 l\u2019audio digital, bas\u00e9 sur les donn\u00e9es d\u00e9clar\u00e9es par les r\u00e9gies publicitaires*. Ce rapport couvre les neuf premiers mois de l\u2019ann\u00e9e 2024 (de janvier \u00e0 septembre) et propose une analyse d\u00e9taill\u00e9e des volumes publicitaires diffus\u00e9s sur les principaux canaux de l\u2019audio digital.<\/strong><\/p>\n

Le barom\u00e8tre examine trois grands types de supports :
\u2022 Les plateformes de streaming musical, utilis\u00e9es pour \u00e9couter des morceaux \u00e0 la demande.
\u2022 Les webradios, qui proposent des contenus audio en continu sur internet.
\u2022 Les podcasts, qui offrent des \u00e9missions audio accessibles \u00e0 tout moment.<\/p>\n

L\u2019analyse inclut les publicit\u00e9s diffus\u00e9es \u00e0 travers des ventes r\u00e9alis\u00e9es en France, qu\u2019elles soient effectu\u00e9es :
\u2022 En direct, via un contact direct entre annonceurs et r\u00e9gies.
\u2022 En programmatique, un mode d’achat automatis\u00e9 utilisant des plateformes num\u00e9riques pour cibler les audiences de mani\u00e8re pr\u00e9cise.<\/p>\n

1 – L’essor de l’Audio Digital : une croissance exemplaire<\/h3>\n

Au cours des neuf premiers mois de l\u2019ann\u00e9e, 4,8 milliards d\u2019impressions publicitaires ont \u00e9t\u00e9 diffus\u00e9es via le canal de l\u2019Audio Digital, marquant une croissance impressionnante de +26 % par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Ce r\u00e9sultat refl\u00e8te l\u2019attrait grandissant de ce m\u00e9dia en tant que levier publicitaire strat\u00e9gique.<\/p>\n

Le nombre d\u2019annonceurs actifs a \u00e9galement connu une augmentation notable, atteignant 1 345 marques en 2024, soit une progression de +12 %. Ces donn\u00e9es confirment l\u2019expansion rapide de l\u2019Audio Digital, qui s\u2019impose comme un pilier de la publicit\u00e9 moderne.<\/p>\n

2 – Fid\u00e9lit\u00e9 et nouveaux entrants : deux moteurs de performance compl\u00e9mentaires<\/h3>\n

Le portefeuille d\u2019annonceurs se distingue par une r\u00e9partition \u00e9quilibr\u00e9e entre fid\u00e9lit\u00e9 et nouveaut\u00e9 :
\u2022 Les annonceurs r\u00e9guliers assurent une base stable et p\u00e9renne pour le d\u00e9veloppement du m\u00e9dia.
\u2022 Les nouveaux venus et les retours de marques absentes participent \u00e0 dynamiser et diversifier l\u2019offre.<\/p>\n

En 2024, 112 annonceurs ont renou\u00e9 avec l\u2019Audio Digital apr\u00e8s une p\u00e9riode d\u2019absence. Parmi eux, des acteurs majeurs comme Lapeyre et Xiaomi ont r\u00e9alis\u00e9 des campagnes marquantes, les positionnant dans le top 100 des annonceurs. Ces exemples illustrent la capacit\u00e9 de l\u2019Audio Digital \u00e0 s\u2019int\u00e9grer efficacement dans des strat\u00e9gies publicitaires vari\u00e9es.<\/p>\n

Par ailleurs, 572 nouvelles marques ont choisi de d\u00e9buter sur ce m\u00e9dia en 2024, confirmant son attractivit\u00e9. Certaines, comme Jack Daniel\u2019s et New Balance, se sont rapidement hiss\u00e9es dans le top 100, d\u00e9montrant l\u2019efficacit\u00e9 et l\u2019impact de leurs campagnes.<\/p>\n

3 – La distribution en t\u00eate des classements<\/h3>\n

Le secteur de la distribution se maintient comme le principal utilisateur de l\u2019Audio Digital, avec 7 enseignes figurant dans le top 10 des annonceurs. Parmi elles :
\u2022 Les enseignes U, qui se distinguent par un dynamisme remarquable, atteignant la 3\u1d49 place.
\u2022 Renault, qui a doubl\u00e9 sa pr\u00e9sence publicitaire cette ann\u00e9e, renfor\u00e7ant sa visibilit\u00e9 et son impact.<\/p>\n

4 – Un r\u00f4le central des nouveaux annonceurs dans la croissance<\/h3>\n

L\u2019arriv\u00e9e massive de nouveaux annonceurs en 2024 a contribu\u00e9 de mani\u00e8re significative \u00e0 la progression globale du m\u00e9dia, repr\u00e9sentant 27 % de l\u2019augmentation des impressions publicitaires. Ce r\u00e9sultat souligne un \u00e9quilibre harmonieux entre :
\u2022 La fid\u00e9lit\u00e9 des annonceurs historiques, qui assurent une stabilit\u00e9 essentielle.
\u2022 L\u2019apport des nouveaux entrants, qui enrichissent le march\u00e9 et stimulent l\u2019innovation.<\/p>\n

Ce double moteur confirme l\u2019importance croissante de l\u2019Audio Digital dans les strat\u00e9gies publicitaires modernes. En combinant attractivit\u00e9, flexibilit\u00e9 et efficacit\u00e9, ce m\u00e9dia s\u2019impose comme une solution incontournable pour r\u00e9pondre aux besoins vari\u00e9s des annonceurs.<\/p>\n

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*Les r\u00e9gies : Acast, Azerion, Deezer, Lagard\u00e8re Publicit\u00e9 News, M6 Publicit\u00e9, NRJ Global, , Prisma Media Solutions, RMC BFM Ads, Spotify, TF1 Pub et Les ind\u00e9s Digital.<\/em><\/p>\n

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[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.6.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.8.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_3_font_size=\u00a0\u00bb21px\u00a0\u00bb header_3_line_height=\u00a0\u00bb1.4em\u00a0\u00bb] Kantar Media a publi\u00e9 son barom\u00e8tre d\u00e9di\u00e9 \u00e0 l\u2019audio digital, bas\u00e9 sur les donn\u00e9es d\u00e9clar\u00e9es par les r\u00e9gies publicitaires*. Ce rapport couvre les neuf premiers mois de l\u2019ann\u00e9e 2024 (de janvier \u00e0 septembre) et propose une analyse d\u00e9taill\u00e9e des volumes publicitaires diffus\u00e9s […]<\/p>\n","protected":false},"author":2,"featured_media":8708,"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":[200,682,953,214,790],"class_list":["post-8704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revue","tag-audience-digitale","tag-kantar-media-ad-intelligence","tag-publicite-sur-internet","tag-radios-digitales","tag-regie-publicitaire","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nAudio Digital : 572 nouvelles marques ont choisi de d\u00e9buter sur ce m\u00e9dia en 2024 - Lawebradio.com - Actualit\u00e9s des radios digitales<\/title>\n<meta name=\"description\" content=\"Au cours des neuf premiers mois de l\u2019ann\u00e9e 2024, 4,8 milliards d\u2019impressions publicitaires ont \u00e9t\u00e9 diffus\u00e9es via le canal de l\u2019Audio Digital.\" \/>\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\/audio-digital-572-nouvelles-marques-ont-choisi-de-debuter-sur-ce-media-en-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audio Digital : 572 nouvelles marques ont choisi de d\u00e9buter sur ce m\u00e9dia en 2024 - 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