{"id":22489,"date":"2015-09-15T04:29:56","date_gmt":"2015-09-15T08:29:56","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=22489"},"modified":"2015-09-15T06:46:10","modified_gmt":"2015-09-15T10:46:10","slug":"publicite-sur-internet-la-television-depassee-dici-3-ans","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/publicite-sur-internet-la-television-depassee-dici-3-ans\/","title":{"rendered":"Publicit\u00e9 sur Internet: la t\u00e9l\u00e9vision d\u00e9pass\u00e9e d&rsquo;ici 3 ans?"},"content":{"rendered":"<p><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/agence-publicite-internet.jpg\"><img loading=\"lazy\" class=\"aligncenter wp-image-13745 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/agence-publicite-internet.jpg\" alt=\"agence-publicite-internet\" width=\"522\" height=\"229\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/agence-publicite-internet.jpg 899w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/agence-publicite-internet-300x132.jpg 300w\" sizes=\"(max-width: 522px) 100vw, 522px\" \/><\/a><\/p>\n<p><strong><span style=\"color: #000080;\">En 2018, les investissements publicitaires sur Internet pourraient d\u00e9passer ceux de la t\u00e9l\u00e9vision: une premi\u00e8re, r\u00e9v\u00e9l\u00e9e par l&rsquo;agence <a href=\"http:\/\/www.zenithoptimedia.com\/\">ZenithOptimedia<\/a>.<\/span><\/strong><\/p>\n<p>On le sait: le digital <a href=\"http:\/\/isarta.com\/infos\/?p=16293\">p\u00e8se de plus en plus lourd<\/a> dans les investissements publicitaires, et <strong>l&rsquo;\u00e9cart entre eux et ceux r\u00e9alis\u00e9s pour la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision se r\u00e9duit comme peau de chagrin<\/strong>. Une nouvelle \u00e9tude, publi\u00e9e le 14 septembre par ZenithOptimedia, agence m\u00e9dia filiale du groupe Publicis, confirme cette tendance.<\/p>\n<p>Selon elle, l&rsquo;\u00e9cart, pr\u00e9sentement de 13,3 points, devrait descendre \u00e0 1,9 points seulement en 2017.<strong> \u00c0 ce rythme, l&rsquo;agence pr\u00e9voit donc que la publicit\u00e9 sur Internet double celle faite \u00e0 la t\u00e9l\u00e9vision, et ce, pour la toute premi\u00e8re fois<\/strong>.<\/p>\n<p>Mais le support publicitaire qui sera le plus touch\u00e9 est, sans grande surprise, la presse traditionnelle. <strong>En 2007, les d\u00e9penses publicitaires r\u00e9alis\u00e9es sur la presse imprim\u00e9e repr\u00e9sentaient 39,4% du total des investissements. Fin 2015, elles devraient \u00eatre r\u00e9duites de moiti\u00e9, autour de 19%, pour atteindre 16,7% en 2017<\/strong>. Rappelons que les sp\u00e9cialistes pr\u00e9voient que dans une dizaine d&rsquo;ann\u00e9e, <a href=\"http:\/\/isarta.com\/infos\/?p=22208\">les journaux n&rsquo;existent plus<\/a>&#8230;<\/p>\n<p>Alors, <strong>la t\u00e9l\u00e9vision cumulera 35,9% des parts du march\u00e9 publicitaire, l&rsquo;Internet fixe\u00a0et mobile 34,1% <\/strong>(respectivement 19,1% et 15%). Un revirement de tendance dont nous avions d\u00e9j\u00e0 parl\u00e9 dans un <a href=\"http:\/\/isarta.com\/infos\/?p=17405\">r\u00e9cent article<\/a>.<\/p>\n<p>D&rsquo;une mani\u00e8re g\u00e9n\u00e9rale, ZenithOptimedia pr\u00e9dit une croissance de 4% du march\u00e9 publicitaire mondial cette ann\u00e9e, \u00e0 544 milliards de dollars. <strong>En 2016, celle-ci devrait atteindre 5%, du fait des Jeux Olympiques d&rsquo;\u00e9t\u00e9 et les \u00e9lections pr\u00e9sidentielles am\u00e9ricaines<\/strong>. Faute d&rsquo;\u00e9v\u00e8nements marquants propices \u00e0 la publicit\u00e9 en 2017, la croissance devrait retomber \u00e0 4,4%.<\/p>\n<p><span style=\"font-size: 8pt;\">Source: www.zenithoptimedia.com et www.lesechos.fr<\/span><\/p>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_22489\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  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2018, les investissements publicitaires sur Internet pourraient d\u00e9passer ceux de la t\u00e9l\u00e9vision: une premi\u00e8re, r\u00e9v\u00e9l\u00e9e par l&rsquo;agence ZenithOptimedia. <\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_22489\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  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