{"id":15159,"date":"2014-09-03T10:15:21","date_gmt":"2014-09-03T08:15:21","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=15159"},"modified":"2023-03-28T17:48:50","modified_gmt":"2023-03-28T15:48:50","slug":"affichage-dynamique","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/09\/03\/affichage-dynamique\/","title":{"rendered":"Affichage dynamique : grosse marge de progr\u00e8s pour le commerce"},"content":{"rendered":"

Apr\u00e8s avoir travaill\u00e9 sur le premier iPAQ<\/a> de Compaq<\/span> \u00e0 Houston<\/a>, et d\u00e9velopp\u00e9 de nouveaux produits mobiles dans la Silicon Valley<\/a>, Fr\u00e9d\u00e9ric Baille fonde\u00a0en France<\/a> l’entreprise Linutop<\/a>. Linutop con\u00e7oit des mini PC basse consommation permettant notamment d’afficher des publicit\u00e9s en format dynamique, ces affiches num\u00e9riques que l’on peut notamment apercevoir dans le m\u00e9tro. M\u00eame si la France repr\u00e9sente entre 5 et 10% du business global, il reste encore du chemin \u00e0 parcourir, notamment lorsque l’on compare la France \u00e0 l’Allemagne, l’Angleterre, et surtout aux Etats-Unis<\/a>.\u00a0<\/em><\/p>\n

Qu\u2019est-ce que l\u2019affichage dynamique\u00a0?<\/h2>\n
\"Qu\u2019est-ce
Qu\u2019est-ce que l\u2019affichage dynamique\u00a0?<\/figcaption><\/figure>\n

L\u2019affichage dynamique consiste \u00e0 avoir des \u00e9crans dans des lieux publics et afficher des publicit\u00e9s. Ce que l\u2019on vend, c\u2019est la transcription de l\u2019affichage papier en version \u00e9lectronique. Cela permet de diffuser des m\u00e9dias o\u00f9 l\u2019on veut, partout o\u00f9 il y a des \u00e9crans.<\/p>\n

L\u2019avantage de cette solution est que tout est automatis\u00e9, l\u2019inconv\u00e9nient, c\u2019est que cela consomme un peu d\u2019\u00e9nergie, m\u00eame si cela a tendance \u00e0 baisser.<\/p>\n

Le grand saut technologique de ces derni\u00e8res ann\u00e9es c\u2019est le fait que les \u00e9crans sont de plus en plus grands et peuvent couvrir des surfaces que l\u2019on ne pouvait pas atteindre avant, donc on se rapproche des surfaces papier placard\u00e9es un peu partout dans les m\u00e9tros.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

\"Un
Un exemple d’affichage dynamique, utilis\u00e9 par la SNCF pour informer ses clients, gare St Lazare.<\/figcaption><\/figure>\n

En termes de formats, diffuse t-on de la vid\u00e9o ou des images fixes\u00a0?<\/h3>\n

\"frederic<\/a><\/em>Le plus simple c\u2019est \u00e9videmment la photo, qui sont de grands fichiers \u00ab\u00a0jpeg<\/a>\u00ab\u00a0. Il y a aussi la vid\u00e9o avec des d\u00e9finitions qui varient selon les besoins. La seule diff\u00e9rence, c\u2019est la consommation de bande passante au moment du transfert. Il y a aussi d\u2019autres formats comme le pdf<\/a> ou les pages html<\/a> qui peuvent \u00eatre \u00e9tir\u00e9es sur des surfaces que l\u2019on a pas forc\u00e9ment l\u2019habitude de voir sur un \u00e9cran d\u2019ordinateur.<\/p>\n

Le march\u00e9 de cet affichage dynamique repr\u00e9sente plusieurs milliards d\u2019euros dans le monde\u2026<\/h3>\n

Effectivement, cela repr\u00e9sente 14 milliards de dollars. La France repr\u00e9sente entre 5 et 10% de ce volume global. Cela inclus de nombreux supports diff\u00e9rents, du multiplayer que l\u2019on peut retrouver au BHV<\/a>\u00a0ou \u00e0 Leroy Merlin<\/a>, jusqu\u2019\u00e0 l\u2019\u00e9cran interactif<\/a> que l\u2019on peut voir dans les vitrines de luxe.<\/p>\n

5 \u00e0 10% du business, cela peut para\u00eetre beaucoup \u00e0 l\u2019\u00e9chelle de la plan\u00e8te\u00a0?<\/h3>\n

C\u2019est l\u2019ordre de grandeur en ce qui concerne l\u2019informatique, nous sommes bien plac\u00e9 dans le march\u00e9 de l\u2019\u00e9lectronique. En France, on conna\u00eet l\u2019affichage dynamique au travers de la fran\u00e7aise des jeux<\/a> : ils ont un r\u00e9seau pr\u00e9sent dans tous les bars tabac, qui vendent leurs services, et diffusent de la pub sur leurs produits.<\/p>\n

Depuis quelques ann\u00e9es aux \u00e9tats unis, on a de l\u2019affichage dynamique au bord des autoroutes… La France est un peu en retard, notamment par rapport \u00e0 certains pays europ\u00e9ens comme l\u2019Angleterre et l\u2019Allemagne\u2026<\/h3>\n

C’est vrai\u00a0sur la partie de l\u2019affichage dynamique, mais pas sur l\u2019affichage en g\u00e9n\u00e9ral. Nous avons de grosses soci\u00e9t\u00e9s comme JCDecaux<\/a> qui sont bien implant\u00e9s dans les plus grandes villes et \u00e0 l\u2019international. L\u2019affichage dynamique n\u2019est cependant pas le moyen le plus utilis\u00e9 en France, par rapport \u00e0 d\u2019autres pays comme\u00a0l\u2019Angleterre et l\u2019Allemagne, o\u00f9 il y a syst\u00e9matiquement des \u00e9crans dans les agences immobili\u00e8res. Cela\u00a0se fait beaucoup moins en France.<\/p>\n

<\/p>\n

Combien de temps va t-il falloir pour que tous nos affichages dans le m\u00e9tro soient remplac\u00e9s par de l\u2019affichage dynamique\u00a0?<\/h3>\n

Des affiches g\u00e9antes en 4 par 3<\/a>, il n\u2019y en a pas encore beaucoup… Il faudra encore un certain temps pour que l\u2019on ait ce type de format en affichage dynamique, mais cela viendra forc\u00e9ment un jour.<\/p>\n

Est-ce\u00a0un probl\u00e8me de technique ou de culture\u00a0?<\/h3>\n

C\u2019est simplement un probl\u00e8me de co\u00fbt car un \u00e9cran de cette taille n\u00e9cessite un certain investissement. Mais le jour o\u00f9 des progr\u00e8s seront fait en mati\u00e8re d\u2019encres \u00e9lectroniques<\/a> qui font moins d\u2019un centim\u00e8tre d\u2019\u00e9paisseur, on verra le papier dispara\u00eetre progressivement.<\/p>\n

Il y a tout un autre pan du march\u00e9, peut-\u00eatre moins spectaculaire que les \u00e9crans dans le m\u00e9tro, c\u2019est l\u2019affichage dynamique dans les magasins.<\/h3>\n

Tout \u00e0 fait. C’est un\u00a0pan du march\u00e9\u00a0qui a un gros potentiel. Il concerne\u00a0notamment les petits magasins qui peuvent utiliser un simple powerpoint pour pr\u00e9senter leurs produits.<\/p>\n

Ce besoin est tout \u00e0 fait basique\u00a0: on transmet de l\u2019information sur le lieu de vente, on rajoute une information qui n\u2019est pas forc\u00e9ment disponible, par exemple une petite vid\u00e9o d\u2019animation du produit. Il y a aussi d\u2019autres formats d\u2019affichage dynamique, notamment dans les lieux priv\u00e9s, les entreprises o\u00f9 il y a par exemple un hall d\u2019accueil, lors d\u2019une conf\u00e9rence o\u00f9 l’on a besoin d\u2019adapter l\u2019information \u00e0 diff\u00e9rents moments de la journ\u00e9e…<\/p>\n

L\u2019affichage dynamique permet de r\u00e9pondre \u00e0 ce type de besoin. On automatise une forme de communication sur un lieu. Cela se d\u00e9veloppe dans les entreprises, les universit\u00e9s, les \u00e9coles ou dans les h\u00f4pitaux.<\/p>\n

 <\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/FredericBaille-linutop-affichagedynamique-05072014.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 8:27 — 13.5MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Apr\u00e8s avoir travaill\u00e9 sur le premier iPAQ de Compaq \u00e0 Houston, et d\u00e9velopp\u00e9 de nouveaux produits mobiles dans la Silicon Valley, Fr\u00e9d\u00e9ric Baille fonde\u00a0en France l’entreprise Linutop. Linutop con\u00e7oit des mini PC basse consommation permettant notamment d’afficher des publicit\u00e9s en format dynamique, ces affiches num\u00e9riques que l’on peut notamment apercevoir dans le m\u00e9tro. M\u00eame si …<\/p>\n","protected":false},"author":2,"featured_media":75360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121,1613],"tags":[],"class_list":["post-15159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business","category-marketing-digital-marketing"],"yoast_head":"\nAffichage dynamique : grosse marge de progr\u00e8s pour le commerce<\/title>\n<meta name=\"description\" content=\"L\u2019 affichage dynamique consiste \u00e0 avoir des \u00e9crans dans des lieux publics et afficher des publicit\u00e9s. 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