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Internet et IAA, secteur en plein développement avec le display intégrant des dispositifs vidéo

En 2011, une croissance supérieure à la moyenne du marché publicitaire (+5,2%) a été enregistrée par IAB-SRI selon une étude réalisé par Kantar Media. Les investissements publicitaires on-line bruts s’élèvent à 3,48 milliards d’euros (+7,6%) et le display (voir article précédent) avec 4972 annonceurs actifs représente la plus forte progression sur le marché du plurimédia (12,5% du marché publicitaires français). Le secteur de l’agroalimentaire a progressé fortement et constitue un réservoir de potentialités important via des dispositifs intégrant la vidéo.

Selon Kantar, les annonceurs de display génèrent à eux seuls 94% des investissements publicitaires bruts on-line. Ceux-ci ont consacré en moyenne 15,2% de leur budget au web, et sont donc des sur-investisseurs au regard du poids Internet moyen (12,5%).

Le on-line, qui génère 70,9 % des recettes du web est combiné au moins à un autre média pour 2/3 des annonceurs et 62 % d’entre-eux sont présents sur la TV. Fait notoire, 2011, 690 annonceurs ont utilisé le format vidéo dont 20% sont issus de la grande consommation.

Si les secteurs de la culture et des loisirs, de la banque et des assurances, de l’automobile et le transport restent prédominants sur le web, l’étude montre que le secteur de l’agro-alimentaire progresse fortement. Elle a notamment constitué un réservoir important de progression pour le display, avec une part de marché de 8,3%, notamment via des dispositifs digitaux intégrant la vidéo, pour atteindre 190,4 millions d’euros bruts (+10,5%). Dans le même temps sur ce secteur d’activité, publicité extérieure, TV et presse ont fortement diminués.

Sur ce secteur, le nombre (186) d’annonceurs* du secteur présents sur le Web a parallèlement progressé de 11,1%.  Les deux leaders du secteur, Kraft Foods et Unilever, sont d’ailleurs sur-investisseurs sur le média, avec des parts de marché display respectives de 9,5 et 16,7 %.

Top 10 des annonceurs display allant de 15,4 à 5,7 millions d’euros, Mars, Nespresso et Unilever ayant révélées de fortes progressions en 2011

  • Kraft foods
  • Unilever
  • Nespresso
  • Danone
  • Nestlé
  • Lactalis
  • Mars
  • Blédina
  • Kellog’s
  • Sara lee Coffee & Tea

Source : 

étude Kantar Media, baromètre internet, année 2011,10 février 2011, télécharger l’étude sur [http://www.srifrance.org/actualites/sri/205.html|http://www.srifrance.org/actualites/sri/205.html]

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