{"id":24778,"date":"2014-03-14T13:12:00","date_gmt":"2014-03-14T13:12:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2014\/03\/14\/publicite-crise-ou-mutation-2997832.html"},"modified":"2014-03-14T13:12:00","modified_gmt":"2014-03-14T13:12:00","slug":"publicite-crise-ou-mutation","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/publicite-crise-ou-mutation\/","title":{"rendered":"Publicit\u00e9 : crise ou mutation ?"},"content":{"rendered":"

\"Irep.jpg\"<\/a>Les r\u00e9sultats de l\u2019\u00e9tude annuelle du March\u00e9 Publicitaire Fran\u00e7ais<\/em> r\u00e9alis\u00e9e par l\u2019IREP<\/strong> viennent de tomber : les recettes publicitaires nettes des m\u00e9dias se sont \u00e9lev\u00e9es \u00e0 13,3 milliards \u20ac en 2013, en baisse de -3,6%. L\u2019\u00e9volution \u00e9tait de -3,3% en 2012 sur ce m\u00eame p\u00e9rim\u00e8tre.<\/span><\/p>\n

Sur un an, les m\u00e9dias toutes cat\u00e9gories confondues ont ainsi perdu 500 millions \u20ac de recettes publicitaires et 1 milliard sur deux ans. Dans un contexte \u00e9conomique m\u00e9diocre avec un PIB en croissance de +0,3% en 2013, des d\u00e9penses de consommation en croissance de +0,4% et un taux de ch\u00f4mage de 10,5% en augmentation de 0,6 point par rapport \u00e0 l\u2019an pass\u00e9, seuls progressent le Mobile (display) et l\u2019Internet (display et search) \u2026<\/span><\/p>\n

Rencontre avec Zysla Belliat<\/strong>, Pr\u00e9sidente de l\u2019IREP, et Philippe Legendre<\/strong>, Directeur d\u00e9l\u00e9gu\u00e9.<\/span><\/p>\n

MarketingIsDead :<\/strong> Pas tr\u00e8s gais, ces r\u00e9sultats : les ann\u00e9es se suivent et se ressemblent. Encore la crise, ou un changement structurel et profond su march\u00e9 publicitaire ?<\/em><\/span><\/p>\n

Zysla Belliat \/ <\/strong>Philippe Legendre<\/strong> :<\/strong> Nous savons que l\u2019\u00e9volution du march\u00e9 publicitaire est tr\u00e8s corr\u00e9l\u00e9e avec la croissance \u00e9conomique, les longues s\u00e9ries statistiques dont nous disposons le prouvent. Ainsi dans un contexte d\u2019une croissance tr\u00e8s faible en 2013 et d\u2019une consommation des m\u00e9nages peu \u00e9volutive, le march\u00e9 publicitaire baisse. Mais cette baisse ne peut pas s\u2019expliquer uniquement d\u2019un point de vue conjoncturel. Elle est \u00e9galement le fruit de changements structurels importants principalement issus du digital qui modifient les comportements \u00ab m\u00e9dias \u00bb des individus et donc les strat\u00e9gies de communication des annonceurs. Ces changements modifient aussi probablement la notion de valeur, qui tend \u00e0 se confondre avec la valeur faciale, c’est-\u00e0-dire le prix, ind\u00e9pendamment de ce qu’il apporte. <\/span><\/p>\n

MarketingIsDead :<\/strong> Les annonceurs investissent de plus en plus sur les m\u00e9dias sociaux, mais aussi dans la cr\u00e9ation de contenus de qualit\u00e9 diffus\u00e9s sur Internet : peut-on encore se faire une id\u00e9e pr\u00e9cise du march\u00e9 publicitaire sans tenir compte de la cr\u00e9ation de contenus \u2026 et comment la comptabiliser ?<\/em><\/span><\/p>\n

Zysla Belliat \/ <\/strong>Philippe Legendre<\/strong> :<\/strong> L\u2019\u00e9tude IREP porte sur les recettes publicitaires des m\u00e9dias, donc celles relatives \u00e0 l\u2019achat d\u2019espace. La mesure \u00e9conomique de la cr\u00e9ation et des contenus est comprise dans l\u2019\u00e9tude sur les d\u00e9penses de communication des annonceurs de France PUB. Se pose ou pourrait se poser n\u00e9anmoins le cas du native advertising ou encore du brand content, sur lesquels il n\u2019y a pas, \u00e0 notre connaissance, de mesures de ces march\u00e9s.<\/span><\/p>\n

MarketingIsDead :<\/strong> L\u2019IREP, ce n\u2019est pas qu\u2019une \u00e9tude annuelle, c\u2019est aussi des conf\u00e9rences qui refl\u00e8tent les pr\u00e9occupations de la profession publicitaire : c\u2019est quoi les grands chantiers et le paysage nouveau qui se dessinent ?<\/em><\/span><\/p>\n

Zysla Belliat \/ <\/strong>Philippe Legendre<\/strong> :<\/strong> Il est possible d\u2019en avoir une id\u00e9e pr\u00e9cise autour des th\u00e8mes de nos s\u00e9minaires r\u00e9cents, c\u2019est le cas de notre s\u00e9minaire m\u00e9dias de d\u00e9cembre 2013 autour \u00ab du renouveau du m\u00e9diaplanning \u00bb et autour des th\u00e8mes de nos s\u00e9minaire en 2014, \u00ab Efficacit\u00e9 du digital, croyances, fantasmes et r\u00e9alit\u00e9 \u00bb le 25 mars, \u00ab Big data, enjeux, propri\u00e9t\u00e9 et traitement des donn\u00e9es \u00bb le 20 mai, ou encore le 26 juin en partenariat avec le CESP, une matin\u00e9e sur \u00ab les \u00e9tudes autrement \u00bb.<\/span><\/p>\n

Quant \u00e0 l\u2019\u00e9tude annuelle du march\u00e9 publicitaire, elle est devenue semestrielle en 2009, trimestrielle en 2013 afin de proposer au march\u00e9, dans des p\u00e9riodes plus difficiles, une vision conjoncturelle plus fr\u00e9quente et utile aux d\u00e9cisions.Nous travaillons \u00e9galement sur un chantier assez complexe li\u00e9 \u00e0 la nomenclature de notre \u00e9tude et qui devrait permettre de mieux appr\u00e9hender les \u00e9volutions des m\u00e9dias dits classiques vers le digital. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Les r\u00e9sultats de l\u2019\u00e9tude annuelle du March\u00e9 Publicitaire Fran\u00e7ais r\u00e9alis\u00e9e par l\u2019IREP viennent de tomber : les recettes publicitaires nettes des m\u00e9dias se sont \u00e9lev\u00e9es \u00e0 13,3 milliards \u20ac en 2013, en baisse de -3,6%. L\u2019\u00e9volution \u00e9tait de -3,3% en 2012 sur ce m\u00eame p\u00e9rim\u00e8tre. Sur…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[],"yoast_head":"\nPublicit\u00e9 : crise ou mutation ? - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/publicite-crise-ou-mutation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 : crise ou mutation ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Les r\u00e9sultats de l\u2019\u00e9tude annuelle du March\u00e9 Publicitaire Fran\u00e7ais r\u00e9alis\u00e9e par l\u2019IREP viennent de tomber : les recettes publicitaires nettes des m\u00e9dias se sont \u00e9lev\u00e9es \u00e0 13,3 milliards \u20ac en 2013, en baisse de -3,6%. 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