{"id":158718,"date":"2020-05-14T10:18:57","date_gmt":"2020-05-14T08:18:57","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=158718"},"modified":"2020-05-14T10:18:57","modified_gmt":"2020-05-14T08:18:57","slug":"uma-benchmark-digital-media-investments","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/uma-benchmark-digital-media-investments\/","title":{"rendered":"UMA Benchmark &#8211; Digital Media Investments"},"content":{"rendered":"<p>L\u2019UMA a \u00e9tabli pour la premi\u00e8re fois un benchmark des parts d\u2019investissements des canaux num\u00e9riques au sein des investissements nets. Ce benchmark est constitu\u00e9 sur base des d\u00e9clarations des investissements m\u00e9dias nets des membres de l\u2019UMA, exclusion faite des frais technologiques et des honoraires sur l\u2019ann\u00e9e 2019. Les chiffres des investissements digitaux de tous les membres UMA ont \u00e9t\u00e9 agr\u00e9g\u00e9s dans un rapport final par un consultant externe dans le plus strict respect de la confidentialit\u00e9.<\/p>\n<p>Chaque agence a rempli un tableau reprenant les 15 groupes \u00e9conomiques selon les d\u00e9finitions de la Nielsen Media Data Bank en indiquant les investissements des annonceurs et marques concern\u00e9s par ces groupes dans 5 cat\u00e9gories de formats digitaux distincts : Paid Social, SEA, Display, Online Vid\u00e9o et \u2018Other Digital\u2019. Ainsi, on constate que la part de march\u00e9 du \u2018Digital\u2019 sur l\u2019ensemble des investissements des agences m\u00e9dias (soit le chiffre publi\u00e9 dans le \u2018Ranking UMA\u2019) s\u2019\u00e9l\u00e8ve \u00e0 24,8%.<\/p>\n<a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Benchmark-digital-media-investments.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-158700 aligncenter\" src=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Benchmark-digital-media-investments.png\" alt=\"\" width=\"499\" height=\"505\" srcset=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Benchmark-digital-media-investments.png 539w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Benchmark-digital-media-investments-183x185.png 183w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Benchmark-digital-media-investments-88x89.png 88w\" sizes=\"auto, (max-width: 499px) 100vw, 499px\" \/><\/a>\n<p>Voici le rapport de force des diff\u00e9rents canaux qui constituent l\u2019ensemble \u2018Digital\u2019 :<\/p>\n<a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Share-of-digital-market.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-158703 size-full aligncenter\" src=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Share-of-digital-market.png\" alt=\"\" width=\"372\" height=\"183\" srcset=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Share-of-digital-market.png 372w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Share-of-digital-market-185x91.png 185w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Share-of-digital-market-88x43.png 88w\" sizes=\"auto, (max-width: 372px) 100vw, 372px\" \/><\/a>\n<p>Agences et filiales contribuant aux chiffres repris dans le total UMA : GroupM (Mindshare, Wavemaker, Maxus, Kinetic, Team l\u2019Or\u00e9al), Mediabrands (Initiative, UM, Reprise, Rapport), Space, Dentsu Aegis Network (Isobar, Carat, Vizeum, Posterscope, iPospect), OmnicomMediaGroup, (OMD, PHD Media, Semetis), Havas Media, PublicisGroup, (Zenith, Blue449), Serviceplan (Mediaplus, Mediascale), Zigt.<\/p>\n<p>Le rapport UMA d\u00e9montre, comme on pouvait s\u2019y attendre, que les principaux acteurs du m\u00e9dia digital sont les annonceurs appartenant aux secteurs des transports (incl. Automobile, compagnies a\u00e9riennes\u2026), des services (incl. Services financiers, assurances\u2026) et des t\u00e9l\u00e9coms. Ces groupes \u00e9conomiques consacrent une part de leurs investissements m\u00e9dias plus importante que la moyenne aux canaux digitaux. D\u2019autres secteurs investissent une forte proportion de leur budget dans les m\u00e9dias digitaux (habillement), mais les limites de leur budget m\u00e9dia total, r\u00e9duisent leur impact sur le march\u00e9 digital.<\/p>\n<a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/UMA-Tabel-3.png\"><img loading=\"lazy\" decoding=\"async\" width=\"694\" height=\"447\" class=\"size-full wp-image-158706 aligncenter\" src=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/UMA-Tabel-3.png\" alt=\"\" srcset=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/UMA-Tabel-3.png 694w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/UMA-Tabel-3-185x119.png 185w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/UMA-Tabel-3-88x57.png 88w\" sizes=\"auto, (max-width: 694px) 100vw, 694px\" \/><\/a>\n<p>L\u2019analyse des chiffres par canal digital d\u00e9montre que les secteurs les plus friands de vid\u00e9o sont l\u2019alimentation (46% des investissements digitaux sont attribu\u00e9s \u00e0 la vid\u00e9o), les campagnes \u2018corporate\u2019 (44%) et l\u2019hygi\u00e8ne-beaut\u00e9 (37%). Le groupe qui consacre la plus grande part de ses investissements \u00e0 la publicit\u00e9 sur les r\u00e9seaux sociaux est celui des produits pour animaux. Le display, quant \u00e0 lui, est plus fortement utilis\u00e9 par les transports (43%), les t\u00e9l\u00e9coms (39%) et l\u2019\u00e9nergie (37%). Enfin, les plus forts utilisateurs de Search Engine Advertising sont les secteurs de l\u2019\u00e9quipement maison &amp; bureau (62% des investissements digitaux sont allou\u00e9s au SEA), suivi par les produits d\u2019entretien (40%) et le secteur de la sant\u00e9 &amp; du bien-\u00eatre (34%).<\/p>\n<a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Tabel-4.png\"><img loading=\"lazy\" decoding=\"async\" width=\"679\" height=\"494\" class=\"size-full wp-image-158709 aligncenter\" src=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Tabel-4.png\" alt=\"\" srcset=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Tabel-4.png 679w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Tabel-4-185x135.png 185w, https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2020\/05\/Tabel-4-88x64.png 88w\" sizes=\"auto, (max-width: 679px) 100vw, 679px\" \/><\/a>\n<p>Les agences m\u00e9dias se tiennent \u00e0 la disposition de leurs annonceurs pour toute analyse plus en profondeur (part digitale de vos marques au sein de leur groupe \u00e9conomique ou vos parts de march\u00e9 par \u2018channel\u2019 vs benchmark sectoriel).<\/p>\n<p><strong>Bernard Cools<\/strong>, pr\u00e9sident commission Expertise de l\u2019UMA : <em>\u00ab Pour la toute premi\u00e8re fois en Belgique, le march\u00e9 b\u00e9n\u00e9ficie d\u2019une mesure repr\u00e9sentative du poids du digital dans l\u2019ensemble des investissements m\u00e9dias. J\u2019insiste sur le terme \u00ab mesure \u00bb. D\u2019autres sources incontestablement s\u00e9rieuses existent, mais elles se basent toutes sur des estimations. Ici, \u00e0 l\u2019int\u00e9rieur de l\u2019UMA, nous avons r\u00e9ussi \u00e0 construire une r\u00e9f\u00e9rence unique, bas\u00e9e sur de la donn\u00e9e et rien d\u2019autre. Du point de vue de l\u2019expertise, un seul mot : respect. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019UMA a \u00e9tabli pour la premi\u00e8re fois un benchmark des parts d\u2019investissements des canaux num\u00e9riques au sein des investissements nets. En Belgique, le \u2018digital\u2019 repr\u00e9sente un quart (24,8%) des investissements m\u00e9dias r\u00e9alis\u00e9s par les agences m\u00e9dia.<\/p>\n","protected":false},"author":4,"featured_media":150275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[6699,14381,9041],"class_list":["post-158718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-bernard-cools-fr","tag-digital-media-fr","tag-uma-united-media-agencies-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>UMA Benchmark - Digital Media Investments<\/title>\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.mediaspecs.be\/fr\/uma-benchmark-digital-media-investments\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UMA Benchmark - Digital Media Investments\" \/>\n<meta property=\"og:description\" content=\"L\u2019UMA a \u00e9tabli pour la premi\u00e8re fois un benchmark des parts d\u2019investissements des canaux num\u00e9riques au sein des investissements nets. 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