{"id":88337,"date":"2023-12-19T08:51:21","date_gmt":"2023-12-19T08:51:21","guid":{"rendered":"https:\/\/mediafocus.ch\/?p=88337"},"modified":"2024-10-09T06:41:32","modified_gmt":"2024-10-09T06:41:32","slug":"werbemarkt-trend-november-2023","status":"publish","type":"post","link":"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-november-2023\/","title":{"rendered":"Le segment Out-of-Home se pr\u00e9sente en force"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Les temps forts du mois de novembre 2023<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/04\/Titelbild-FR.png\" alt=\"\" class=\"wp-image-65210\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Comme en octobre 2023, le mois de novembre est globalement en dessous de la forte valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente (-29,5%) et se cl\u00f4ture avec 558&nbsp;millions de francs bruts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette \u00e9volution est principalement due au groupe de m\u00e9dias en ligne <strong>Search<\/strong>. Google a effectu\u00e9 des mises \u00e0 jour majeures qui ont eu un impact consid\u00e9rable sur le volume publicitaire brut. En raison de ces grandes variations, il n\u2019est malheureusement pas possible de faire des comparaisons avec l\u2019ann\u00e9e pr\u00e9c\u00e9dente ou les mois pr\u00e9c\u00e9dents.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toutefois, si l\u2019on consid\u00e8re uniquement les m\u00e9dias classiques, le mois de novembre se r\u00e9v\u00e8le \u00e9galement \u00eatre le mois le plus performant en termes de publicit\u00e9 jusqu\u2019\u00e0 pr\u00e9sent en 2023, avec une augmentation de 3,7%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les groupes de m\u00e9dias Out-of-Home (+38%) et Radio (+8%) se pr\u00e9sentent fortement en novembre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En revanche, tous les autres groupes de m\u00e9dias enregistrent de l\u00e9g\u00e8res baisses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les secteurs<strong> Produits tabagiques<\/strong> (+45,7%), <strong>Nettoyage<\/strong> (+43,6%) et <strong>Transports en commun<\/strong> (+22,5%) enregistrent les plus fortes augmentations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En comparaison avec l\u2019ensemble de l\u2019ann\u00e9e, le march\u00e9 publicitaire (classique et en ligne) recule de 10,7% et termine avec 5650,8&nbsp;millions de francs bruts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un coup d\u2019\u0153il sur le march\u00e9 publicitaire classique montre toutefois un niveau stable pour l\u2019ensemble de l\u2019ann\u00e9e par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente et une l\u00e9g\u00e8re augmentation de 1%. Nous attendons avec impatience les chiffres du mois de d\u00e9cembre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pression publicitaire sur le march\u00e9 global<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9volution de la pression publicitaire au mois de novembre 2023 en millions de francs bruts<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Gesamtmarkt.png\" alt=\"\" class=\"wp-image-89477\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Gesamtmarkt-Tabelle-1.png\" alt=\"\" class=\"wp-image-89506\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong><strong>Secteurs Nettoyage et Produits tabagiques en hausse<\/strong><\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme en octobre, seules 6 secteurs ont affich\u00e9 une augmentation en novembre par rapport au m\u00eame mois de l\u2019ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s la nette hausse du mois pr\u00e9c\u00e9dent (+40,2%), le secteur <strong>Nettoyage<\/strong> continue de progresser sensiblement en novembre (+43,6%). Seul le secteur <strong>Produits tabagiques<\/strong> a enregistr\u00e9 une hausse encore plus importante (+45,7%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Transports en commun<\/strong> reste \u00e9galement sur une tendance en hausse (+22,5%), suivis par le secteur <strong>Manifestations<\/strong> (+6,8%), le secteur <strong>Alimentation<\/strong> (+1,9%) et le secteur <strong>Cosm\u00e9tiques et soins du corps<\/strong> (+0,2%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><strong>Quatre&nbsp;secteurs enregistrent une baisse sup\u00e9rieure \u00e0 40%<\/strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les secteurs les plus faibles en termes de publicit\u00e9 pr\u00e9sentent \u00e9galement une image similaire \u00e0 celle d\u2019octobre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le secteur <strong>Mode et sport<\/strong> a d\u00e9j\u00e0 enregistr\u00e9 la plus forte r\u00e9duction en octobre (-46,1%) et poursuit cette tendance en novembre (-60%). Suivi \u00e0 nouveau par le secteur <strong>Services<\/strong> (-57,2%), le secteur <strong>\u00c9nergie<\/strong> (-50,6%) et le secteur <strong>Loisirs, gastronomie et tourisme<\/strong> (-48,4%).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En outre, la pression publicitaire se r\u00e9duit \u00e9galement pour le secteur <strong>Construction, industrie et ameublement<\/strong> (-47,9%), le secteur <strong>Num\u00e9rique et m\u00e9nages<\/strong> (-47,6%) et le secteur <strong>V\u00e9hicules<\/strong> (-33,2%). <strong><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Branchen-1.png\" alt=\"\" class=\"wp-image-89509\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Les meilleurs annonceurs et produits<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les meilleurs annonceurs et les produits et services les plus promus (hors promotion d\u2019assortiment et d\u2019image et hors cat\u00e9gories) en novembre<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Top-Werbungtreibende.png\" alt=\"\" class=\"wp-image-89486\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Top-Produkte.png\" alt=\"\" class=\"wp-image-89489\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mix de m\u00e9dias<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mix de m\u00e9dias pour le mois de novembre<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/mediafocus.ch\/wp-content\/uploads\/2023\/12\/FR-WMT-November-2023-Media-Mix.png\" alt=\"\" class=\"wp-image-89493\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contact: <a href=\"mailto:mediafocus@mediafocus.ch\">mediafocus@mediafocus.ch<\/a>, T\u00e9l.: +41&nbsp;43&nbsp;322&nbsp;27&nbsp;50<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-dezember-2022\/\">R\u00e9sum\u00e9 de l\u2019ann\u00e9e 2022<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/werbekompass.ch\/fr\/\/werbemarkt-trend-oktober-2023\/\">Tendance du march\u00e9 d&rsquo;octobre<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les temps forts du mois de novembre 2023 Comme en octobre 2023, le mois de novembre est globalement en dessous de la forte valeur de l\u2019ann\u00e9e pr\u00e9c\u00e9dente (-29,5%) et se cl\u00f4ture avec 558&nbsp;millions de francs bruts. Cette \u00e9volution est principalement due au groupe de m\u00e9dias en ligne Search. Google a effectu\u00e9 des mises \u00e0 jour [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[96,187],"tags":[],"class_list":["post-88337","post","type-post","status-publish","format-standard","hentry","category-publications","category-tendance-du-marche-publicitaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le segment Out-of-Home se pr\u00e9sente en force - Werbekompass<\/title>\n<meta name=\"description\" content=\"Tendance du march\u00e9 publicitaire avec les points forts de novembre avec le mix m\u00e9dia, les produits phares, les annonceurs et les secteurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/werbekompass.ch\/fr\/werbemarkt-trend-november-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le segment Out-of-Home se pr\u00e9sente en force - 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