{"id":4475,"date":"2024-08-29T07:00:07","date_gmt":"2024-08-29T05:00:07","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=4475"},"modified":"2024-08-27T11:44:35","modified_gmt":"2024-08-27T09:44:35","slug":"depenses-publicitaires-mondiales-au-dela-des-1-000-milliards-de-dollars-en-2024","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/depenses-publicitaires-mondiales-au-dela-des-1-000-milliards-de-dollars-en-2024\/","title":{"rendered":"Les d\u00e9penses publicitaires mondiales au-del\u00e0 des 1.000 milliards de dollars en 2024"},"content":{"rendered":"

Les d\u00e9penses publicitaires mondiales devraient d\u00e9passer le trillion de dollars cette ann\u00e9e! Elles devraient plus exactement atteindre les 1.070 milliards de dollars sur l’ensemble de 2024, soit une hausse de 10,5%, selon les pr\u00e9visions du bureau d’\u00e9tudes World Advertising Research Center.<\/a> Les r\u00e9seaux sociaux en seront les principaux b\u00e9n\u00e9ficiaires.<\/strong><\/p>\n

Il s’agirait ni plus ni moins de la meilleure performance en six ans, si on ne tient toutefois pas compte du rebond post-Covid et de la croissance de 27,9% enregistr\u00e9e en 2021, lit-on dans le rapport \u00ab\u00a0Global Ad Spend Outlook 2024\/25<\/a>\u00a0\u00bb du\u00a0World Advertising Research Center, qui\u00a0s’appuie sur les\u00a0donn\u00e9es d\u2019une centaine de pays.<\/p>\n

Sans surprise, c’est le march\u00e9 publicitaire nord-am\u00e9ricain qui enregistrerait la principale hausse en la mati\u00e8re:\u00a0+\u00a08,6% et quelque 347,5 milliards de dollars. Une performance largement due \u00e0 l’\u00e9lection pr\u00e9sidentielle\u00a0aux Etats-Unis et aux d\u00e9penses publicitaires qui l’accompagnent. Sur ce seul march\u00e9, la croissance devrait ainsi \u00eatre de 8,9%. Un taux qui chute \u00e0 4% si on en retire les d\u00e9penses politiques.<\/p>\n

Le second march\u00e9, celui de l’Asie-Pacifique, verra, lui, sa croissance ralentir \u00e0 2%, pour un montant total de 272 milliards de dollars.<\/p>\n

Plus pr\u00e8s de chez nous, le march\u00e9 publicitaire britannique conna\u00eetra une progression de 8%, \u00e0 47,5 milliards de dollars. La France profitera d’une performance du m\u00eame acabit (+8%), en grande partie gr\u00e2ce aux Jeux olympiques et paralympiques. A titre de comparaison, l’Allemagne, organisatrice du dernier Euro de football, pourra compter sur une croissance de 4%.<\/p>\n

A l’\u00e9chelle continentale, les d\u00e9penses publicitaires en Europe devraient culminer \u00e0 164,9 milliards de dollars (+5%).<\/p>\n

A noter encore la progression attendue de 6,2% en Am\u00e9rique latine (32,1 milliards de dollars) et de 4,2 au Moyen-Orient (12,6 milliards de dollars).<\/p>\n

Pr\u00e8s d’un quart (22,6%) du trillion de dollars qui sera d\u00e9pens\u00e9 en 2024 le sera sur les r\u00e9seaux sociaux,\u00a0avec Meta<\/a> comme v\u00e9ritable g\u00e9ant dans cette cat\u00e9gorie. La maison-m\u00e8re de Facebook<\/a>, WhatsApp<\/a> et Instagram<\/a> occupe en effet une part de march\u00e9 de\u00a062,6%, loin devant\u00a0TikTok et ses 20,1%.<\/p>\n

Derri\u00e8re cette cat\u00e9gorie des r\u00e9seaux sociaux, on retrouve celle des moteurs de recherche, dont Google<\/a> est le grand leader, avec un part de 21,8% et des d\u00e9penses de 223,8 milliards de dollars.<\/p>\n

A noter que les \u00ab\u00a0m\u00e9dias\u00a0traditionnels\u00a0\u00bb que sont la t\u00e9l\u00e9vision lin\u00e9aire, la presse, la radio ou encore le cin\u00e9ma sont en d\u00e9clin et ne repr\u00e9senteront plus qu\u2019un quart du trillion de dollars.<\/p>\n

Les mastodontes de l’internet Alphabet<\/a> (maison-m\u00e8re de Google et YouTube<\/a>), Amazon<\/a> et Meta accapareront 43,6% des d\u00e9penses publicitaires mondiales cette ann\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les d\u00e9penses publicitaires mondiales devraient d\u00e9passer le trillion de dollars cette ann\u00e9e! Elles devraient plus exactement atteindre les 1.070 milliards de dollars sur l’ensemble de 2024, soit une hausse de 10,5%, selon les pr\u00e9visions du bureau d’\u00e9tudes World Advertising Research Center. Les r\u00e9seaux sociaux en seront les principaux b\u00e9n\u00e9ficiaires. Il s’agirait ni plus ni moins […]<\/p>\n","protected":false},"author":37,"featured_media":4492,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4475","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualite"],"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"Les d\u00e9penses publicitaires mondiales devraient atteindre les 1.070 milliards de dollars en 2024, selon le World Advertising Research Center.","auteur_traducteur":"","yoast_head":"\nLes d\u00e9penses publicitaires mondiales au-del\u00e0 des 1.000 milliards de dollars en 2024 | Forbes Belgique<\/title>\n<meta name=\"description\" content=\"Les d\u00e9penses publicitaires mondiales devraient atteindre les 1.070 milliards de dollars en 2024, selon le World Advertising Research Center.\" \/>\n<meta name=\"robots\" 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