{"id":9606,"date":"2013-10-11T00:00:21","date_gmt":"2013-10-10T22:00:21","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=9606"},"modified":"2022-05-19T19:26:20","modified_gmt":"2022-05-19T17:26:20","slug":"marketing-mobile-en-france-peut-mieux-faire","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/10\/11\/marketing-mobile-en-france-peut-mieux-faire\/","title":{"rendered":"Publicit\u00e9 mobile en France : peut mieux faire !"},"content":{"rendered":"

Publicit\u00e9 mobile en France : peut mieux faire !<\/h2>\n

par Natacha Heurtault, <\/span>auteur invit\u00e9 de visionarymarketing.com<\/a><\/p>\n

\"publicit\u00e9<\/a>
publicit\u00e9 mobile en France : un d\u00e9collage laborieux ?<\/figcaption><\/figure>\n

Le Mobile\u00a0: 73% d\u2019amour fou\u00a0!\u00a0<\/b><\/p>\n

Scrut\u00e9 \u00e0 la loupe, \u00e9tudi\u00e9 sous toutes ses coutures, le mobile est l\u2019objet de toutes les attentions et de toutes les \u00e9tudes. Usages, applications, mon\u00e9tisation, appification (non, non ce n\u2019est pas une faute de frappe mais le prochain buzzword), rien n\u2019est laiss\u00e9 dans l\u2019ombre.<\/p>\n

Le mobile \u00e9tait par exemple l\u2019objet du\u00a0 panel \u00ab\u00a0Mobile First : Anytime, Anywhere<\/i><\/b><\/a>\u00a0\u00bb du Hub Forum ce Jeudi 10 Octobre 2013. \u00a0Une \u00e9tude r\u00e9alis\u00e9e par M\u00e9diam\u00e9trie et pr\u00e9sent\u00e9e par Laurent Battais a permis de mettre des chiffres sur cet engouement\u00a0:
\n– Il y a eu 25 millions de mobinautes en France\u00a0 au 2\u00e8me trimestre 2013, ce qui repr\u00e9sente pr\u00e8s d’un Fran\u00e7ais de 11 ans et plus sur deux (46,2%).
\n– Le t\u00e9l\u00e9phone mobile est indispensable pour 73% des fran\u00e7ais et la tablette l\u2019est pour 55% d\u2019entre eux
\n–\u00a0\u00a021% des foyers fran\u00e7ais poss\u00e8dent une tablette\u2026 contre 2,5% en 2011
\n– le temps pass\u00e9 par \u00e9cran est en en tr\u00e8s forte progression\u00a0: +80% pour Internet sur mobile en un an\u00a0!<\/p>\n

\u00a0\u00bb Le mobile ce n\u2019est plus seulement le second \u00e9cran mais c\u2019est la t\u00e9l\u00e9commande de nos vies \u00a0\u00bb
\n<\/i><\/b><\/p>\n

Ces chiffres ont ensuite \u00e9t\u00e9 comment\u00e9s par les intervenants. \u00ab\u00a0Le mobile ce n\u2019est plus seulement le second \u00e9cran mais c\u2019est la t\u00e9l\u00e9commande de nos vies\u00a0\u00bb a d\u00e9clar\u00e9 l\u2019un d\u2019eux. Filant la m\u00e9taphore il assure qu\u2019on d\u00e9pose aujourd\u2019hui son ou ses mobiles sur la table du caf\u00e9 comme les cowboys d\u00e9posaient jadis leur colt en signe de bienveillance\u00a0!<\/p>\n

Explosion de la publicit\u00e9 sur mobile aux Etats-Unis<\/b><\/p>\n

Les chiffres publi\u00e9s par l\u2019IAB le 9 Octobre ne disent pas autre chose. En effet l\u2019\u00e9tude de l\u2019IAB (Internet Advertising Bureau)<\/a> r\u00e9alis\u00e9e par PriceWaterhouseCooper, indique que les recettes de la publicit\u00e9 mobile aux Etats-Unis ont atteint 3 milliards de dollars au cours des six premiers mois de 2013.\u00a0Ce qui correspond \u00e0 une augmentation de 145% par rapport \u00e0 la m\u00eame p\u00e9riode\u00a0 de 2012.
\nIl ne fait donc plus aucun doute que l\u2019avenir sera mobile, ou ne sera pas.<\/p>\n

Oui mais\u2026<\/b><\/p>\n

Pourtant certaines ombres viennent entacher ce tableau idyllique et notamment les chiffres de la publicit\u00e9 mobile en France. Bien s\u00fbr ils sont aussi en croissance mais celle-ci est moins forte que les usages. \u00a0\u00a0La publicit\u00e9 sur mobile est victime d\u2019un frein technologique car il n\u2019y a pas de cookies sur mobile et le ciblage des mobinautes est beaucoup plus complexe \u00e0 mettre en place que celui des internautes.
\n\u00ab\u00a0<\/i>La collecte de donn\u00e9es sur mobile n\u00e9cessite un processus radicalement diff\u00e9rent de ce que nous connaissons pour l\u2019Internet fixe. Le mobile pr\u00e9sente un nouveau d\u00e9fi pour les prestataires technologiques, \u00e0 savoir comment rassembler suffisamment de donn\u00e9es, de sources multiples, assurant aux annonceurs, aux \u00e9diteurs, d\u2019acheter pour les uns et de vendre pour les autres sans pour autant compromettre ou d\u00e9grader l’exp\u00e9rience utilisateur.<\/i>\u00bb pr\u00e9cise Fr\u00e9d\u00e9ric Prigent, DG de PubMatic<\/span> France, soci\u00e9t\u00e9 \u00e9ditrice d\u2019une plateforme m\u00e9dia digitale\u00a0destin\u00e9e aux \u00e9diteurs de contenus.<\/p>\n

Alors bien s\u00fbr le mobile est en forte croissance et promet des lendemains qui chantent mais, dans le domaine de la publicit\u00e9 il peut faire beaucoup mieux\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Publicit\u00e9 mobile en France : peut mieux faire ! par Natacha Heurtault, auteur invit\u00e9 de visionarymarketing.com Le Mobile\u00a0: 73% d\u2019amour fou\u00a0!\u00a0 Scrut\u00e9 \u00e0 la loupe, \u00e9tudi\u00e9 sous toutes ses coutures, le mobile est l\u2019objet de toutes les attentions et de toutes les \u00e9tudes. Usages, applications, mon\u00e9tisation, appification (non, non ce n\u2019est pas une faute de …<\/p>\n","protected":false},"author":20,"featured_media":9615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-9606","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nPublicit\u00e9 mobile en France : peut mieux faire !<\/title>\n<meta name=\"description\" content=\"Publicit\u00e9 mobile en France : peut mieux faire ! par Natacha Heurtault, auteur invit\u00e9 de visionarymarketing.com Le Mobile\u00a0: 73% d\u2019amour fou\u00a0!\u00a0 Scrut\u00e9 \u00e0 la\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 mobile en France : peut mieux faire !\" \/>\n<meta property=\"og:description\" content=\"Publicit\u00e9 mobile en France : peut mieux faire ! 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