{"id":32955,"date":"2016-07-27T17:15:17","date_gmt":"2016-07-27T21:15:17","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=32955"},"modified":"2016-08-04T16:55:18","modified_gmt":"2016-08-04T20:55:18","slug":"lachat-programmatique-en-tele-appele-a-doubler-en-2016-aux-etats-unis","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lachat-programmatique-en-tele-appele-a-doubler-en-2016-aux-etats-unis\/","title":{"rendered":"L&rsquo;achat programmatique en t\u00e9l\u00e9 appel\u00e9 \u00e0 doubler en 2016 aux \u00c9tats-Unis"},"content":{"rendered":"<p><span style=\"color: #000080; font-size: 20px;\">Dans les trois prochaines ann\u00e9es, les d\u00e9penses en achat programmatique de publicit\u00e9s t\u00e9l\u00e9vis\u00e9es vont cro\u00eetre de fa\u00e7on tr\u00e8s rapide aux \u00c9tats-Unis.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-21834 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/08\/1048686-statistique-canada-indique-television-traditionnelle.jpg\" alt=\"1048686-statistique-canada-indique-television-traditionnelle\" width=\"429\" height=\"286\" \/><\/p>\n<p>Tous les ans,\u00a0d&rsquo;ici \u00e0 2018, ces d\u00e9penses devraient en effet doubler par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n<p>C&rsquo;est \u00e0 ce constat qu&rsquo;en vient <a href=\"http:\/\/www.emarketer.com\/Article\/Programmatic-TV-Ad-Spending-More-Than-Double-This-Year\/1014143\" target=\"_blank\">eMarketer<\/a>, qui estime depuis longtemps les d\u00e9penses \u00e0 venir en achat programmatique, autant au Canada qu&rsquo;aux \u00c9tats-Unis. Selon eux, plusieurs facteurs peuvent expliquer l&rsquo;engouement pour l&rsquo;achat programmatique en t\u00e9l\u00e9, dont la facilit\u00e9 de transaction et la pr\u00e9cision du ciblage d&rsquo;audiences.<\/p>\n<p>Estim\u00e9es \u00e0 310 millions de dollars en 2015, les d\u00e9penses publicitaires effectu\u00e9es \u00e0 l&rsquo;aide de plateformes automatis\u00e9es (selon la d\u00e9finition employ\u00e9e par eMarketer dans son \u00e9tude), devraient passer \u00e0:<\/p>\n<ul>\n<li>710 millions en 2016<\/li>\n<li>2,16 milliards en 2017<\/li>\n<li>4,42 milliards en 2018<\/li>\n<\/ul>\n<p>Malgr\u00e9 plusieurs enjeux et inqui\u00e9tudes (manque de transparence, fraude, utilisation croissante des bloqueurs de pub, etc.), l&rsquo;achat programmatique a pris une ampleur fulgurante ces derni\u00e8res ann\u00e9es. Aux \u00c9tats-Unis, autant en t\u00e9l\u00e9 conventionnelle qu&rsquo;en vid\u00e9o et <a href=\"http:\/\/www.emarketer.com\/Article\/More-Than-Two-Thirds-of-US-Digital-Display-Ad-Spending-Programmatic\/1013789\" target=\"_blank\">publicit\u00e9 traditionnelle<\/a> sur le Web, on constate une hausse significative des d\u00e9penses d&rsquo;ann\u00e9e en ann\u00e9e.<\/p>\n<p>On observe un ph\u00e9nom\u00e8ne semblable au <a href=\"http:\/\/www.emarketer.com\/Article\/Mobile-Drives-Canadas-Programmatic-Growth\/1013097\" target=\"_blank\">Canada<\/a> et en <a href=\"http:\/\/www.emarketer.com\/Article\/Europes-Programmatic-Video-Ad-Revenues-Will-Near-2-Billion-2020\/1013055\" target=\"_blank\">Europe<\/a>.<\/p>\n<h2><span style=\"font-size: 24px; color: #000080;\">Remettre les choses en perspective<\/span><\/h2>\n<p>M\u00eame si les milliards de dollars qui seront investis en achat programmatique paraissent \u00eatre des sommes importantes, il faut toutefois garder en t\u00eate qu&rsquo;elles ne repr\u00e9sentent qu&rsquo;une petite portion des d\u00e9penses publicitaires totales en t\u00e9l\u00e9.<\/p>\n<p>Aux \u00c9tats-Unis, pour 2018, eMarketer estime cette proportion \u00e0 environ 6%.<\/p>\n<h2><span style=\"font-size: 24px; color: #000080;\">LinkedIn offrira l&rsquo;achat programmatique<\/span><\/h2>\n<p>Autre signe de l&rsquo;engouement pour l&rsquo;achat programmatique, <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/blog\/linkedin-news\/2016\/linkedin-launches-programmatic-buying\" target=\"_blank\">LinkedIn<\/a> offrira sous peu \u00e0 ses annonceurs l&rsquo;achat automatis\u00e9 de publicit\u00e9s sur sa plateforme. Le r\u00e9seau social professionnel\u00a0avait entrepris une phase de test l&rsquo;an dernier \u00e0 ce propos.<\/p>\n<p>Et il\u00a0n&rsquo;est pas le seul \u00e0 redoubler d&rsquo;efforts pour d\u00e9velopper son offre d&rsquo;achat de publicit\u00e9s automatis\u00e9es. Plusieurs gros joueurs du domaine de la publicit\u00e9 continuent d&rsquo;\u00e9tendre leur offre. D\u00e9but juin, AOL annon\u00e7ait le <a href=\"http:\/\/www.aolplatforms.com\/blog\/aol-partners-rogers-media-create-programmatic-tv-marketplace-canada\" target=\"_blank\">lancement<\/a> prochain d&rsquo;une plateforme d&rsquo;achat programmatique t\u00e9l\u00e9 au Canada en partenariat avec Rogers Media.<\/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_32955\"  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\"  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size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dans les trois prochaines ann\u00e9es, les d\u00e9penses en achat programmatique de publicit\u00e9s t\u00e9l\u00e9vis\u00e9es vont cro\u00eetre de fa\u00e7on tr\u00e8s rapide aux \u00c9tats-Unis.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_32955\"  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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