{"id":1291,"date":"2012-07-20T09:45:19","date_gmt":"2012-07-20T07:45:19","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=1291"},"modified":"2025-08-07T10:58:44","modified_gmt":"2025-08-07T08:58:44","slug":"le-prix-des-publicites-facebook-a-augmente-de-58-en-un-an","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/le-prix-des-publicites-facebook-a-augmente-de-58-en-un-an\/","title":{"rendered":"Le prix des publicit\u00e9s Facebook a augment\u00e9 de 58% en un an"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>Alors que Facebook\u00a0a annonc\u00e9 mercredi la baisse de son nombre d\u2019utilisateurs en Europe et aux Etats-Unis, la firme am\u00e9ricaine a tout de m\u00eame de quoi se r\u00e9jouir si l\u2019on s\u2019int\u00e9resse au d\u00e9veloppement de ses revenus publicitaires.<\/strong><\/p>\n<p style=\"text-align: justify;\">Le dernier rapport de l\u2019agence <span style=\"color: #ff6600;\"><span style=\"color: #ff6600;\">TGB Digital<\/span><\/span> indique en effet que le co\u00fbt par mille impressions (CPM) sur le r\u00e9seau social a augment\u00e9 de 58% en \u00e0 peine un an. C\u2019est l\u2019Allemagne qui enregistre la croissance de prix la plus importante avec une hausse des tarifs de 31%. C\u2019est bien \u00e9videmment aux Etats-Unis o\u00f9 le CPM est le plus \u00e9lev\u00e9 avec un prix moyen de 0,39$ contre 0,25$ il y a un an. A l\u2019oppos\u00e9, la France a un CPM moyen de 0,17$ ce qui est encore largement inf\u00e9rieur aux co\u00fbts sur les autres grands march\u00e9s de Facebook.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-1292\" title=\"CPM facebook\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CPM-facebook.png\" alt=\"CPM facebook\" width=\"510\" height=\"289\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CPM-facebook.png 638w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CPM-facebook-300x169.png 300w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><\/p>\n<p style=\"text-align: justify;\">Finalement, le CPM moyen refl\u00e8te assez bien la maturit\u00e9 des march\u00e9s. En Am\u00e9rique du Nord, les entreprises n\u2019h\u00e9sitent pas \u00e0 se positionner sur Facebook et \u00e0 y investir alors que les entreprises europ\u00e9ennes et fran\u00e7aises en particulier sont bien plus r\u00e9ticentes.<\/p>\n<p style=\"text-align: justify;\">Cette hausse du CPM peut s\u2019expliquer notamment par la mise en place par Facebook de nouvelles techniques publicitaires tels les \u00ab\u00a0Sponsored Stories\u00a0\u00bb ou les publicit\u00e9s pour mobiles introduites en juin 2012. Ces nouveaux formats ont l\u2019avantage d\u2019offrir des taux de conversion des clics (CTR) plus \u00e9lev\u00e9s, d\u2019o\u00f9 leur co\u00fbt sup\u00e9rieur.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-1296\" title=\"CTR facebook\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CTR-facebook.png\" alt=\"CTR facebook\" width=\"498\" height=\"293\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CTR-facebook.png 623w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2012\/07\/CTR-facebook-300x176.png 300w\" sizes=\"auto, (max-width: 498px) 100vw, 498px\" \/><\/p>\n<p style=\"text-align: justify;\">En un an, le CTR s&rsquo;est donc consid\u00e9rablement am\u00e9lior\u00e9. Celui-ci est finalement relativement proche d&rsquo;un pays \u00e0 l&rsquo;autre. En prenant un CTR moyen de 0,036% et un CPM moyen de 0,282$ on se rend compte que le co\u00fbt par clic sur les cinq principaux march\u00e9 de Facebook serait de 0,78$. Il existe n\u00e9anmoins de nombreuses disparit\u00e9s entre les pays puisqu&rsquo;en France le co\u00fbt par clic sur une publicit\u00e9 serait de 0,43$ contre 1,05$ aux Etats-Unis.<\/p>\n<p style=\"text-align: left;\"><strong>Trop cher ? A vous de juger !<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que Facebook\u00a0a annonc\u00e9 mercredi la baisse de son nombre d\u2019utilisateurs en Europe et aux Etats-Unis, la firme am\u00e9ricaine a tout de m\u00eame de quoi [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":1299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[418,419,416,417,425],"class_list":["post-1291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campagnes-publicitaires-2","tag-cout-par-mille-facebook","tag-cout-par-mille-france","tag-cpm-facebook","tag-cpm-france","tag-tarif-publicite-facebook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le prix des publicit\u00e9s Facebook a augment\u00e9 de 58% en un an - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Le CPM de Facebook a bondi de 58\u202f% en un an\u202f: 0,39\u202f$ aux\u202fUSA, 0,17\u202f$ en France. 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