{"id":3822,"date":"2014-04-04T11:11:21","date_gmt":"2014-04-04T09:11:21","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=3822"},"modified":"2025-08-08T09:45:32","modified_gmt":"2025-08-08T07:45:32","slug":"marketing-mobile-grandes-tendances-publicite-mobile-2014","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/marketing-mobile-grandes-tendances-publicite-mobile-2014\/","title":{"rendered":"Marketing mobile : les grandes tendances de la publicit\u00e9 mobile pour 2014"},"content":{"rendered":"<p>La publicit\u00e9 sur mobile est en plein boom ces trois derni\u00e8res ann\u00e9es. La tendance devrait se confirmer en 2014 avec une augmentation du budget consacr\u00e9 \u00e0 la <strong>publicit\u00e9 sur mobile<\/strong> par les annonceurs qui devrait ainsi <strong>augmenter de pr\u00e8s de 40%<\/strong> cette ann\u00e9e pour atteindre <strong>18 milliards de dollars<\/strong>. Conscient de l&rsquo;enjeu que repr\u00e9sente le mobile, les \u00e9diteurs web se penchent depuis plusieurs mois sur le\u00a0<strong>mobile first<\/strong>\u00a0pour enfin proposer une offre 100% mobile.\u00a0Cette strat\u00e9gie n&rsquo;a pas fini de faire parler d&rsquo;elle et devrait s&rsquo;\u00e9tendre plus largement \u00e0 d&rsquo;autres domaines d&rsquo;activit\u00e9s d&rsquo;ici peu.<\/p>\n<h2>Le mobile first, qu&rsquo;est-ce que c&rsquo;est?<\/h2>\n<p>Le mobile first est l&rsquo;id\u00e9e de penser d&rsquo;abord aux supports mobiles comme moyen de communication et non pas \u00e0 construire un site depuis la version desktop pour ensuite la d\u00e9cliner en version smartphones et tablettes.\u00a0Aujourd&rsquo;hui le mobile first n&rsquo;est plus un <strong>mythe<\/strong> mais bel et bien une <strong>r\u00e9alit\u00e9<\/strong>.<\/p>\n<h2>Les tendances incontournables du marketing mobile pour 2014<\/h2>\n<p><strong>La publicit\u00e9 sur mobile<\/strong> est entr\u00e9e dans les m\u0153urs et fait m\u00eame \u00e0 pr\u00e9sent parfois figure de mod\u00e8le. Boost\u00e9e par la vid\u00e9o et les contenus rich media, la publicit\u00e9 sur mobile se d\u00e9veloppe rapidement et obtient des performances qui n&rsquo;ont rien \u00e0 envier \u00e0 la publicit\u00e9 sur desktop. En effet, les formats publicitaires sur mobiles s\u00e9duisent \u00e9norm\u00e9ment de part l&rsquo;<strong>interaction<\/strong> et la <strong>dynamique<\/strong> qu&rsquo;ils proposent et obtiennent ainsi des performances remarquables. Par exemple, les publicit\u00e9s en plein \u00e9cran et rotatives que l&rsquo;on peut trouver entre autres au lancement d&rsquo;une application obtiennent un CTR de 9% et les <strong>publicit\u00e9s anim\u00e9es<\/strong> qui se d\u00e9placent sur l&rsquo;\u00e9cran atteignent m\u00eame un <strong>CTR de 15%<\/strong>. Ces formats originaux sont des alternatives s\u00e9rieuses aux publicit\u00e9s classiques qui lassent le mobinaute.<\/p>\n<p>Concernant l&rsquo;affichage des publicit\u00e9 sur les diff\u00e9rents\u00a0<strong>syst\u00e8mes d&rsquo;exploitation<\/strong>, la tendance profite clairement \u00e0 <strong>Android<\/strong>, syst\u00e8me d&rsquo;exploitation leader avec 59% du march\u00e9, alors que l&rsquo;iOS d&rsquo;Apple perd continuellement des parts de march\u00e9s et se retrouve aujourd&rsquo;hui \u00e0 afficher plus que <strong>32% des impressions publicitaires<\/strong> vs. 42% un an plus t\u00f4t.<\/p>\n<p>Une derni\u00e8re donn\u00e9e int\u00e9ressante : le <strong>march\u00e9 fran\u00e7ais du RTB<\/strong> (Real Time Bidding) devrait repr\u00e9senter 11,1 millions d&rsquo;euros en 2014 soit 10 fois plus qu&rsquo;en 2013.<\/p>\n<p>L&rsquo;infographie ci-dessous r\u00e9alis\u00e9e par <span style=\"color: #ff9900;\"><a title=\"Source\" href=\"https:\/\/equativ.com\/fr\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff9900;\">Equativ<\/span><\/a><\/span> met en avant point par point les 5 tendances incontournables du marketing mobile pour 2014.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3823 aligncenter\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/04\/Infographie-tendances-marketing-mobile-2014.jpg\" alt=\"Infographie tendances marketing mobile 2014\" width=\"529\" height=\"3236\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/04\/Infographie-tendances-marketing-mobile-2014.jpg 840w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/04\/Infographie-tendances-marketing-mobile-2014-49x300.jpg 49w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicit\u00e9 sur mobile est en plein boom ces trois derni\u00e8res ann\u00e9es. La tendance devrait se confirmer en 2014 avec une augmentation du budget consacr\u00e9 [&#8230;]<\/p>\n","protected":false},"author":10,"featured_media":3834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[666,512,891],"class_list":["post-3822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-mobile","tag-site-mobile","tag-telephone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing mobile 2014 : tendances et innovations publicitaires<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les 5 tendances cl\u00e9s du marketing mobile en 2014 : mobile-first, rich m\u00e9dia, formats vid\u00e9o, publicit\u00e9s interactives et explosion du RTB.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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