{"id":37227,"date":"2025-03-26T15:37:10","date_gmt":"2025-03-26T14:37:10","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=232534"},"modified":"2025-03-27T07:02:02","modified_gmt":"2025-03-27T06:02:02","slug":"werbemarkt-im-februar-2025-ooh-trotzt-dem-negativtrend","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-26\/werbemarkt-im-februar-2025-ooh-trotzt-dem-negativtrend\/","title":{"rendered":"Le march\u00e9 publicitaire en f\u00e9vrier 2025 : l'OOH d\u00e9fie la tendance n\u00e9gative"},"content":{"rendered":"
\"\"<\/a>\r\n
(Graphiques : Media Focus)<\/figcaption>\r\n<\/figure>\r\n

En f\u00e9vrier 2025, le march\u00e9 publicitaire en Suisse se termine \u00e9galement sur une note n\u00e9gative. La pression publicitaire des m\u00e9dias \"classiques\" s'est \u00e9lev\u00e9e \u00e0 255,8 millions de francs bruts, ce qui correspond \u00e0 un recul de 3,6 pour cent par rapport au m\u00eame mois de l'ann\u00e9e pr\u00e9c\u00e9dente. La presse, la t\u00e9l\u00e9vision, la radio et le cin\u00e9ma sont particuli\u00e8rement touch\u00e9s, tandis que l'out-of-home est le seul genre de m\u00e9dia \u00e0 avoir progress\u00e9 avec une croissance de 8,7 pour cent. N\u00e9anmoins, le classement dans le mix m\u00e9dia reste inchang\u00e9, la TV devant la presse, avant l'out-of-home, la radio et le cin\u00e9ma.<\/p>\r\n

Apr\u00e8s les deux premiers mois de l'ann\u00e9e, l'impression publicitaire classique cumul\u00e9e s'\u00e9l\u00e8ve \u00e0 517,3 millions de francs, ce qui correspond \u00e0 un recul de 4,8 pour cent par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente.<\/p>\r\n

Publicit\u00e9 num\u00e9rique : le search reste en t\u00eate, YouTube continue de progresser<\/h3>\r\n

Sur le march\u00e9 de la publicit\u00e9 num\u00e9rique, le search conserve sa position de leader avec une part de 45,4 pour cent, bien que les adaptations de Google aient entra\u00een\u00e9 une baisse de la pression publicitaire. La publicit\u00e9 display suit avec 35,5 pour cent, tandis que YouTube est la seule cat\u00e9gorie \u00e0 enregistrer une \u00e9volution positive avec 19,1 pour cent.<\/p>\r\n

\"\"<\/a><\/p>\r\n

Le commerce de d\u00e9tail domine le march\u00e9 publicitaire classique<\/h3>\r\n

Sur les 21 secteurs analys\u00e9s, seuls sept ont pu \u00e9chapper \u00e0 la tendance n\u00e9gative g\u00e9n\u00e9rale. Le commerce de d\u00e9tail est en t\u00eate du classement avec une croissance de 32% et continue de consolider son avance. Le secteur des t\u00e9l\u00e9communications (+15,6 %), les services financiers (+13,6 %) et le secteur de l'\u00e9nergie (+38,4 %) affichent \u00e9galement une \u00e9volution positive.<\/p>\r\n

Le secteur du tabac a enregistr\u00e9 les pertes les plus importantes (-84,3 %), en raison des nouvelles interdictions de publicit\u00e9. L'alimentation (-8,5 %), les loisirs\/la gastronomie\/le tourisme (-24,7 %) et la pharmacie\/sant\u00e9 (-17,2 %) ont \u00e9galement subi des baisses importantes.<\/p>\r\n

\"\"<\/a>\r\n
Classement sectoriel des m\u00e9dias classiques.<\/figcaption>\r\n<\/figure>\r\n

\"\"<\/a>\"\"<\/a><\/p>\r\n

Publicit\u00e9 num\u00e9rique vs. publicit\u00e9 classique : comparaison entre les branches<\/h3>\r\n

Sur le march\u00e9 publicitaire num\u00e9rique, la branche loisirs, gastronomie, tourisme est en t\u00eate, suivie par le commerce de d\u00e9tail et les services financiers. Sur le march\u00e9 publicitaire classique, c'est en revanche le commerce de d\u00e9tail qui est en t\u00eate, tandis que le secteur financier ne se maintient qu'en 5e position.<\/p>\r\n

Les produits du tabac, les \u00e9v\u00e9nements et les produits de nettoyage occupent les derni\u00e8res places du march\u00e9 publicitaire num\u00e9rique, bien que certains d'entre eux aient progress\u00e9 par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente. Sur le march\u00e9 classique, le secteur du tabac reste en queue de peloton, suivi directement par les secteurs de l'\u00e9nergie, des m\u00e9dias et des entreprises de transport.<\/p>\r\n

\"\"<\/a>\r\n
Classement sectoriel des m\u00e9dias num\u00e9riques.<\/figcaption>\r\n<\/figure>\r\n

 <\/p>\r\n

\"\"<\/a>\r\n
(Graphiques : Media Focus)<\/figcaption>\r\n<\/figure>\r\n

\"\"<\/a><\/p>\r\n

Produits les plus demand\u00e9s en f\u00e9vrier<\/h3>\r\n

Dans le domaine de l'affichage, c'est spusu.ch qui arrive en t\u00eate, tandis que dans le domaine de la recherche, c'est booking.com qui a la plus forte pr\u00e9sence publicitaire. Sur YouTube, c'est l'Audi A6 E-Tron qui occupe la premi\u00e8re place. Tui Reisen et Tui.ch ont \u00e9galement r\u00e9ussi \u00e0 se hisser dans le top 10 des campagnes publicitaires num\u00e9riques.<\/p>\r\n

\"\"<\/a>\"\"<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Le march\u00e9 publicitaire classique reste sous pression, tandis que l'out-of-home est le seul type de m\u00e9dia \u00e0 progresser. Dans le domaine num\u00e9rique, Search reste en t\u00eate malgr\u00e9 des reculs, tandis que YouTube continue de cro\u00eetre. C'est ce que montrent les chiffres de Media Focus pour le mois de f\u00e9vrier.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Werbemarkt","_yoast_wpseo_metadesc":"Der klassische Werbemarkt bleibt unter Druck. Als einzige Mediengattung kann Out-of-Home zulegen. Dies zeigen neue Zahlen von Media Focus.","articlekey":"","footnotes":""},"categories":[29],"tags":[4343,3132,3401],"class_list":["post-37227","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-markom","tag-media-focus","tag-werbemarkt"],"acf":[],"yoast_head":"\nWerbemarkt im Februar 2025: OOH trotzt dem Negativtrend - Organisator<\/title>\n<meta name=\"description\" content=\"Der klassische Werbemarkt bleibt unter Druck. Als einzige Mediengattung kann Out-of-Home zulegen. 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