{"id":182497,"date":"2021-09-17T14:09:30","date_gmt":"2021-09-17T12:09:30","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=182497"},"modified":"2024-04-25T13:10:23","modified_gmt":"2024-04-25T11:10:23","slug":"uma-benchmark-digital-media-investments-la-part-de-marche-du-digital-a-grimpe-jusqua-336-au-premier-semestre-2021","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/uma-benchmark-digital-media-investments-la-part-de-marche-du-digital-a-grimpe-jusqua-336-au-premier-semestre-2021\/","title":{"rendered":"UMA Benchmark Digital Media Investments : la part de march\u00e9 du digital a grimp\u00e9 jusqu’\u00e0 33,6% au premier semestre 2021"},"content":{"rendered":"

Le Benchmark UMA Digital Media Investments pour le premier semestre 2021 refl\u00e8te la r\u00e9surgence du march\u00e9 par rapport \u00e0 la premi\u00e8re p\u00e9riode de lockdown : le march\u00e9 global est en hausse de 24,8 % par rapport aux six premiers mois de 2020, les canaux digitales font encore mieux (+41,6 %) augmentant leur part de march\u00e9 \u00e0 33,6 %.<\/p>\n

Les agences m\u00e9dia de l’UMA, ainsi que les agences AdSomeNoise, blue2purple, Pivott et Ogilvy Social.Lab, publient tous les six mois un rapport d\u00e9taill\u00e9 sur les investissements dans les canaux num\u00e9riques dans 44 secteurs \u00e9conomiques diff\u00e9rents.<\/p>\n

\u00ab\u00a0Le digital\u00a0\u00bb a repr\u00e9sent\u00e9 33,6 % des d\u00e9penses publicitaires totales au cours du premier semestre 2021, au sein d’un march\u00e9 en hausse de 24,8 % par rapport \u00e0 la d\u00e9sastreuse p\u00e9riode de lockdown de 2020.<\/p>\n\"\"\n

On observe des changements clairs dans les parts de march\u00e9 des diff\u00e9rents canaux num\u00e9riques qui composent le segment de march\u00e9 \u00ab\u00a0digital\u00a0\u00bb : Le social est le secteur qui conna\u00eet la plus forte croissance (+20%) et repr\u00e9sente d\u00e9sormais plus d’un quart des investissements dans ce segment. La vid\u00e9o (+15%) et les autres secteurs num\u00e9riques (+7%) sont les autres secteurs en hausse. SEA (-25%) perd le plus de parts de march\u00e9. L’affichage est en baisse de 9% par rapport \u00e0 la premi\u00e8re p\u00e9riode de blocage de l’ann\u00e9e derni\u00e8re, mais reste le plus grand canal publicitaire num\u00e9rique.<\/p>\n

\"\"

Remarque : il y a une petite diff\u00e9rence de p\u00e9rim\u00e8tre dans les chiffres d\u00e9clar\u00e9s entre le premier semestre 2021 et la m\u00eame p\u00e9riode l’ann\u00e9e derni\u00e8re en raison de la participation d’Ogilvy Social.Lab \u00e0 l’\u00e9tude en d\u00e9cembre 2020. Le p\u00e9rim\u00e8tre est bien identique au UMA Benchmark pour l’ann\u00e9e 2020 compl\u00e8te.<\/p><\/div>\n

Le rapport ci-dessus est bas\u00e9 sur les d\u00e9clarations d’investissement net dans les m\u00e9dias, \u00e0 l’exclusion des co\u00fbts techniques et des honoraires, par les membres de l’UMA et les agences AdSomeNoise, blue2purple, Ogilvy Social.Lab et Pivott. Chaque agence a rempli un tableau avec les 44 secteurs d\u00e9finis par le comit\u00e9 d’experts de l’UMA sur la base de la banque de donn\u00e9es m\u00e9dias de Nielsen, en indiquant les investissements totaux des annonceurs et des marques impliqu\u00e9s dans ces secteurs pour 5 canaux num\u00e9riques diff\u00e9rents : Social, SEA, Display, Vid\u00e9o en ligne et ‘Other Digital’.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les agences m\u00e9dia de l’UMA, en collaboration avec AdSomeNoise, blue2purple, Pivott et Ogilvy Social.Lab, ont publi\u00e9 le rapport sur les investissements dans les canaux digitaux dans 44 secteurs \u00e9conomiques diff\u00e9rents.<\/p>\n","protected":false},"author":4,"featured_media":216561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[25],"tags":[12244,11812,11702,7995,12053,9041],"class_list":["post-182497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-adsomenoise-fr","tag-blue2purple-fr","tag-investissements-medias","tag-ogilvy-social-lab-fr","tag-pivott-fr","tag-uma-united-media-agencies-fr"],"acf":[],"yoast_head":"\nUMA Benchmark Digital Media Investments : la part de march\u00e9 du digital a grimp\u00e9 jusqu'\u00e0 33,6% au premier semestre 2021<\/title>\n<meta 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