Digital ou TV pour les marques ?

On dit qu’un jour prochain, le digital supplantera la télévision. Alors Digital ou TV pour les marques ? Pourtant ces deux médias différents sont parfaitement complémentaires.

On dit qu’un jour prochain, le digital supplantera la télévision. Alors Digital ou TV pour les marques ?
Pourtant ces deux médias différents sont parfaitement complémentaires.

« …Depuis 10 ans, l’énorme croissance du marché des médias numériques s’accélère. En 2017, celui du digital a représenté 4,1 milliards d’euros, en croissance de 12 %, alors que la télévision stagnait à 3,2 milliards d’euros et que les autres « grands médias » – radio, affichage, presse – subissaient le même sort. Ces montants sont cependant à relativiser. L’usage est d’intégrer, dans le digital, le replay TV – qui reste de la consommation télévisuelle – ainsi que le « search » – achat de mots-clefs auprès de Google pour 1,5 milliard d’euros. Il n’empêche. Tôt ou tard, le digital dépassera la télévision, média jusqu’ici dominant en France.

Les budgets des annonceurs se déversent donc parfois sans discernement sur ces nouveaux médias. On entend souvent dire que « plus personne ne regarde la télévision ». Mediamat relève pourtant que l’ensemble des Français lui consacre en moyenne quatre heures par jour et les jeunes des générations X, Y et Z plus de deux heures, alors que la consultation du smartphone capte trois heures en moyenne journalière. Il est vrai que YouTube est la première chaîne regardée par les 15-24 ans, juste devant TF1…

Deux mondes qui ne font qu’un
L’explosion du numérique a bouleversé le marché publicitaire : on a vu naître de jeunes agences, « digital natives » et expertes du social media et de l’influence. Ce sont elles qui tournent le dos aux pratiques classiques de la publicité , tandis que, de leur côté, les grandes agences ont cherché à intégrer des spécialistes du numérique dans leurs structures. Le phénomène est tel que nombre d’annonceurs se demandent aujourd’hui s’ils ne doivent pas avoir une agence spécialisée dans le digital en plus ou à la place de leur agence de publicité classique… »
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