{"id":26609,"date":"2025-02-05T10:32:13","date_gmt":"2025-02-05T10:32:13","guid":{"rendered":"https:\/\/ebiquity.com\/?p=26609"},"modified":"2025-03-07T15:57:29","modified_gmt":"2025-03-07T15:57:29","slug":"lessor-des-medias-de-detail-comment-ils-sont-devenus-une-industrie-de-150-milliards-deuros","status":"publish","type":"post","link":"https:\/\/ebiquity.com\/fr\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/","title":{"rendered":"L'essor des m\u00e9dias de d\u00e9tail : Comment elle est devenue une industrie de $150 milliards d'euros"},"content":{"rendered":"
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Les m\u00e9dias de d\u00e9tail sont rapidement devenus un secteur d'activit\u00e9 de $150 milliards d'euros, en raison de la valeur croissante des donn\u00e9es de premi\u00e8re main sur les consommateurs. Avec le durcissement des restrictions en mati\u00e8re de protection de la vie priv\u00e9e en ligne, les annonceurs se tournent vers les d\u00e9taillants qui poss\u00e8dent le parcours complet du client, ce qui permet un ciblage pr\u00e9cis et une attribution directe de l'impact sur les ventes. L'ascension fulgurante des m\u00e9dias de d\u00e9tail ne montre aucun signe de ralentissement, les projections indiquant qu'ils d\u00e9passeront la valeur de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e traditionnelle et connect\u00e9e combin\u00e9e dans les quatre prochaines ann\u00e9es.<\/span>\u00a0<\/span><\/p>\n

Travis Lusk<\/strong><\/a>directeur de la r\u00e9ussite et de la croissance des clients pour Ebiquity Am\u00e9rique du Nord, souligne les implications financi\u00e8res importantes des investissements dans les m\u00e9dias de d\u00e9tail, en expliquant que les d\u00e9taillants int\u00e8grent des frais de donn\u00e9es dans leurs CPM, ce qui \"repr\u00e9sente jusqu'\u00e0 un quart du co\u00fbt total du CPM\".<\/span>\u00a0<\/span><\/p>\n

Malgr\u00e9 son efficacit\u00e9, la gestion des budgets m\u00e9dias de d\u00e9tail s'av\u00e8re \u00eatre un d\u00e9fi pour de nombreuses marques, car elle s'\u00e9tend \u00e0 de multiples fonctions au sein d'une organisation, du marketing d'achat aux \u00e9quipes de marque et de commerce \u00e9lectronique. M. Lusk note que les marques ont du mal \u00e0 assurer la coordination interne :<\/span>\u00a0<\/span><\/p>\n

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Les CMO et les PDG des marques disent qu'ils veulent que toutes ces d\u00e9penses et tous ces investissements soient coordonn\u00e9s et fonctionnent ensemble et non pas en silos - mais ce n'est pas encore le cas.<\/i><\/span>“.<\/p>\n

Travis Lusk, directeur du succ\u00e8s et de la croissance des clients pour Ebiquity Am\u00e9rique du Nord<\/span><\/span><\/span><\/cite><\/p>\n<\/blockquote>\n

L'expansion des m\u00e9dias de vente au d\u00e9tail s'accompagne d'une complexit\u00e9 d'ex\u00e9cution accrue. Avec plus de 220 r\u00e9seaux de m\u00e9dias de d\u00e9tail dans le monde, de nombreuses marques se retrouvent \u00e0 travailler sur plus de 20 plateformes diff\u00e9rentes. Cette fragmentation est source d'inefficacit\u00e9 op\u00e9rationnelle, et les efforts de consolidation s'av\u00e8rent difficiles en raison du d\u00e9sir des d\u00e9taillants de prot\u00e9ger leurs donn\u00e9es propri\u00e9taires. Toutefois, comme le souligne M. Lusk, en l'absence de restructuration et d'une meilleure collaboration, les marques risquent d'\u00eatre inefficaces dans leurs investissements m\u00e9diatiques.<\/span>\u00a0<\/span><\/p>\n

Pour en savoir plus sur la mani\u00e8re dont les marques peuvent optimiser leur strat\u00e9gie en mati\u00e8re de m\u00e9dias de d\u00e9tail, lisez l'article complet sur Campaign. ici<\/strong>.<\/a><\/span><\/p>\n

D\u00e9couvrez les principaux d\u00e9fis et opportunit\u00e9s dans le secteur de la vente au d\u00e9tail de m\u00e9dias en lisant <\/span>Les quatre grandes questions auxquelles les m\u00e9dias de d\u00e9tail doivent r\u00e9pondre<\/span><\/i> ici<\/strong>.<\/span><\/a><\/p>\n

Pour comprendre comment naviguer efficacement dans ce paysage en pleine \u00e9volution, t\u00e9l\u00e9chargez le rapport d'Ebiquity sur l'\u00e9tat de l'art. <\/span>Guide des m\u00e9dias pour la vente au d\u00e9tail<\/span><\/b> ici<\/a><\/strong>.<\/span>\u00a0<\/span><\/p>\n

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L'ascension fulgurante des m\u00e9dias de d\u00e9tail ne montre aucun signe de ralentissement, les projections indiquant qu'ils d\u00e9passeront la valeur de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e traditionnelle et connect\u00e9e combin\u00e9e dans les quatre prochaines ann\u00e9es.<\/p>","protected":false},"author":9,"featured_media":26614,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[81],"class_list":["post-26609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press","tag-ebiquity-announcement"],"yoast_head":"\nThe Rise of Retail Media: How It Became a $150bn Industry - Ebiquity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebiquity.com\/fr\/nouvelles-perspectives\/presse\/lessor-des-medias-de-detail-comment-ils-sont-devenus-une-industrie-de-150-milliards-deuros\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rise of Retail Media: How It Became a $150bn Industry\" \/>\n<meta property=\"og:description\" content=\"Retail media\u2019s meteoric rise shows no signs of slowing, with projections indicating it will surpass the value of traditional and connected TV advertising combined within the next four years.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ebiquity.com\/fr\/nouvelles-perspectives\/presse\/lessor-des-medias-de-detail-comment-ils-sont-devenus-une-industrie-de-150-milliards-deuros\/\" \/>\n<meta property=\"og:site_name\" content=\"Ebiquity\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-05T10:32:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T15:57:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"James Chapman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:site\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Chapman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"author\":{\"name\":\"James Chapman\",\"@id\":\"https:\/\/ebiquity.com\/#\/schema\/person\/7295abdf5be9e4e80be501a6de41c8fd\"},\"headline\":\"The Rise of Retail Media: How It Became a $150bn Industry\",\"datePublished\":\"2025-02-05T10:32:13+00:00\",\"dateModified\":\"2025-03-07T15:57:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"wordCount\":333,\"publisher\":{\"@id\":\"https:\/\/ebiquity.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\",\"keywords\":[\"ebiquity announcement\"],\"articleSection\":[\"Press\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"url\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"name\":\"The Rise of Retail Media: How It Became a $150bn Industry - 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