{"id":8017,"date":"2016-09-19T14:46:45","date_gmt":"2016-09-19T13:46:45","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=8017"},"modified":"2016-09-19T16:50:57","modified_gmt":"2016-09-19T15:50:57","slug":"adobe-digital-insights-68-du-trafic-web-europeen-genere-par-la-publicite-digitale","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/strategie-projets-web\/adobe-digital-insights-68-du-trafic-web-europeen-genere-par-la-publicite-digitale-2016-09-19","title":{"rendered":"Adobe Digital Insights : 68 % du trafic web europ\u00e9en g\u00e9n\u00e9r\u00e9 par la publicit\u00e9 digitale"},"content":{"rendered":"<p>Par le biais de sa derni\u00e8re \u00e9tude,<b> <\/b>Adobe Digital Insights dresse un \u00e9tat des lieux de la demande publicitaire en Europe. Le point sur les conclusions \u00e0 en tirer.<\/p>\n<p>Si la <a href=\" https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/la-publicite-sur-internet-detronera-la-tv-en-2018-2015-12-09\" target=\"_blank\">publicit\u00e9 sur internet est en passe de d\u00e9tr\u00f4ner la TV en 2018<b>, <\/b><\/a>elle est aussi vecteur de trafic en t\u00e9moigne la derni\u00e8re \u00e9tude<b> <\/b><a href=\"https:\/\/blogs.adobe.com\/digitalmarketing\/tag\/adobe-digital-insights\/\" target=\"_blank\">Adobe Digital Insights.<\/a><\/p>\n<p>Pr\u00e9sent\u00e9e lors du rendez-vous digital Dmexco le 14 septembre dernier, cette \u00e9tude dresse un \u00e9tat des lieux global sur la demande publicitaire en Europe, soit en d\u2019autres termes, les canaux et les supports du trafic des sites internet europ\u00e9ens.<\/p>\n<p>Divers conclusions sont alors \u00e0 retenir\u00a0:<\/p>\n<ul>\n<li>68 % des visites sur Internet sont g\u00e9n\u00e9r\u00e9es par la publicit\u00e9 digitale\u00a0;<\/li>\n<li>La publicit\u00e9 digitale g\u00e9n\u00e8re 2\/3 du trafic sur support mobile\u00a0;<\/li>\n<li>54\u00a0% des sites web europ\u00e9ens ont vu leur trafic augmenter ces trois derni\u00e8res ann\u00e9es\u00a0;<\/li>\n<li>Les \u00be des visites sont g\u00e9n\u00e9r\u00e9es par des tactiques non cibl\u00e9es comme le r\u00e9f\u00e9rencement naturel, hors les sites utilisant des canaux publicitaires personnalis\u00e9s voit leur trafic augmenter de 8\u00a0% en plus que les autres\u00a0;<\/li>\n<li>Plus pr\u00e9cis\u00e9ment, les sites dont le trafic a augment\u00e9 enregistrent 2,6 fois plus de trafic gr\u00e2ce \u00e0 la strat\u00e9gie sur les r\u00e9seaux sociaux et pr\u00e8s de 1,2 fois plus de trafic via le r\u00e9f\u00e9rencement payant.<\/li>\n<\/ul>\n<div id=\"attachment_8018\" style=\"width: 828px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe-1.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-8018\" class=\"size-full wp-image-8018\" alt=\"Croissance du trafic\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe-1.jpg\" width=\"818\" height=\"433\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe-1.jpg 818w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe-1-300x158.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe-1-610x322.jpg 610w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><\/a><p id=\"caption-attachment-8018\" class=\"wp-caption-text\">Croissance du trafic<\/p><\/div>\n<div id=\"attachment_8019\" style=\"width: 920px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/traffic-To-Sites-In-Europe-2.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-8019\" class=\"size-full wp-image-8019\" alt=\"canaux trafic web \" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/traffic-To-Sites-In-Europe-2.jpg\" width=\"910\" height=\"369\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/traffic-To-Sites-In-Europe-2.jpg 910w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/traffic-To-Sites-In-Europe-2-300x121.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/traffic-To-Sites-In-Europe-2-610x247.jpg 610w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/a><p id=\"caption-attachment-8019\" class=\"wp-caption-text\">canaux trafic web<\/p><\/div>\n<p>&nbsp;<\/p>\n<p><b>La personnalisation, le nerf de la guerre\u00a0!<\/b><\/p>\n<p>Sans conteste il existe donc une concordance entre l\u2019augmentation de trafic et la personnalisation du message publicitaire par le biais de l\u2019<a href=\"https:\/\/academy.visiplus.com\/formation-email-marketing.php\" target=\"_blank\">email marketing<\/a>, des <a href=\"https:\/\/academy.visiplus.com\/formation-reseaux-sociaux.php\" target=\"_blank\">r\u00e9seaux sociaux <\/a>ou du <a href=\"https:\/\/academy.visiplus.com\/formation-google-adwords.php\" target=\"_blank\">r\u00e9f\u00e9rencement AdWords<\/a>. Et pour cause, si les europ\u00e9ens sont plut\u00f4t r\u00e9ceptifs \u00e0 la publicit\u00e9 digitale, moins de la moiti\u00e9 (48%) d\u00e9clarent les annonces des e-commer\u00e7ants int\u00e9ressantes pour eux.<\/p>\n<p>Pour autant, ils encouragent et estiment \u00e0 hauteur de 40\u00a0% des consommateurs europ\u00e9ens, que les annonceurs ont su am\u00e9liorer leur offre en proposant des publicit\u00e9s attrayantes au cours de ces deux derni\u00e8res ann\u00e9es. Toutefois, s\u2019ils sont r\u00e9ceptifs, les europ\u00e9ens n\u2019aiment pourtant pas l\u2019intrusion auditive des publicit\u00e9s en t\u00e9moigne les plus r\u00e9ticents d\u2019entre eux tels que les Fran\u00e7ais \u00e0 hauteur de 66\u00a0%, suivis des Britanniques (60\u00a0%) et des Allemands (59\u00a0%).<\/p>\n<p>Au fait des pratiques de <a href=\"https:\/\/academy.visiplus.com\/formation-big-data.php\" target=\"_blank\">data driven marketing<\/a>, les internautes souhaitent dor\u00e9navant \u00eatre r\u00e9compens\u00e9s pour la transmission de leurs donn\u00e9es par le biais de promotions et de contenus pertinents leur \u00e9tant destin\u00e9s. Cela va m\u00eame jusqu\u2019\u00e0 concerner 60\u00a0% en moyenne des individus de la g\u00e9n\u00e9ration\u00a0Y (18-24\u00a0ans) en Europe.<\/p>\n<p><a href=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-8021\" alt=\"Traffic To Sites In Europe3\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe3.jpg\" width=\"946\" height=\"399\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe3.jpg 946w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe3-300x126.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2016\/09\/Traffic-To-Sites-In-Europe3-610x257.jpg 610w\" sizes=\"auto, (max-width: 946px) 100vw, 946px\" \/><\/a>L\u2019int\u00e9gralit\u00e9 de l\u2019\u00e9tude est \u00e0 retrouver <a href=\"http:\/\/www.slideshare.net\/adobe\/advertising-demand-report-2016-europe\/1\" target=\"_blank\">ici.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par le biais de sa derni\u00e8re \u00e9tude, Adobe Digital Insights dresse un \u00e9tat des lieux de la demande publicitaire en Europe. Le point sur les conclusions \u00e0 en tirer. Si la publicit\u00e9 sur internet est&#8230;<\/p>\n","protected":false},"author":2,"featured_media":8023,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[323,336,320],"tags":[572,77,573],"class_list":["post-8017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-plan-marketing-online","category-reussir-ses-campagnes","category-strategie-projets-web","tag-adobe-digital-insights","tag-publicite-digitale","tag-trafic-web"],"_links":{"self":[{"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/posts\/8017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/comments?post=8017"}],"version-history":[{"count":4,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/posts\/8017\/revisions"}],"predecessor-version":[{"id":8025,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/posts\/8017\/revisions\/8025"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/media\/8023"}],"wp:attachment":[{"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/media?parent=8017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/categories?post=8017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/academy.visiplus.com\/blog\/wp-json\/wp\/v2\/tags?post=8017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}