{"id":6083,"date":"2018-10-04T09:30:22","date_gmt":"2018-10-04T07:30:22","guid":{"rendered":"https:\/\/lili-cast.com\/?p=6083"},"modified":"2020-03-03T11:01:34","modified_gmt":"2020-03-03T10:01:34","slug":"recette-de-la-publicite-digitale-pour-les-radios","status":"publish","type":"post","link":"https:\/\/lilicast.com\/fr\/blog\/recette-de-la-publicite-digitale-pour-les-radios\/","title":{"rendered":"Publicit\u00e9 Digitale : la radio prend sa part ?"},"content":{"rendered":"

Enfin une bonne nouvelle pour les revenus publicitaires des m\u00e9dias fran\u00e7ais ! Avec une croissance de 4,2% par rapport \u00e0 2017, les revenus publicitaires affichent une r\u00e9elle am\u00e9lioration. Bien s\u00fbr, la partie digitale m\u00e8ne la course, avec une hausse de 15,5%. Concernant la radio, les performances sont plut\u00f4t bonnes puisque la baisse n’est que de 0,6% … au lieu de la baisse brutale de 3,6% de l’an dernier.<\/p>\n

Une fois de plus, cette enqu\u00eate m’a interpell\u00e9.<\/p>\n

Habituellement, les enqu\u00eates tendent \u00e0 segmenter les revenus publicitaires par m\u00e9dia. Cependant, ce que l’\u00e9tude ne dit pas, c’est comment elle traite une annonce publi\u00e9e sur la cha\u00eene digitale d’une radio : dans le segment radio ou dans la cat\u00e9gorie digitale ? \u00c9videmment, il ne s’agit plus de la radio en tant que m\u00e9dia, mais de la radio en tant qu’entreprise. Et ces entreprises vivent gr\u00e2ce \u00e0 la publicit\u00e9.<\/p>\n

La radio, en tant que merveilleux cr\u00e9ateur de contenu, doit devenir un acteur majeur du march\u00e9 de la publicit\u00e9 digiale. Cette question est vitale. Seules les radios qui d\u00e9veloppent leurs revenus publicitaires digitaux pourront survivre. Chacun le comprend, certains essaient vraiment, mais quelques uns seulement r\u00e9ussissent.<\/p>\n

Ils r\u00e9ussissent ? Que signifie \u00abr\u00e9ussir\u00bb pour une radio dans le digital ?<\/p>\n

Cela signifie d’abord r\u00e9ussir sa transformation vers le digital en traitant son contenu de mani\u00e8re diff\u00e9renciante. Devenir digital, c’est aussi cr\u00e9er une v\u00e9ritable audience digital <\/a>. Au final … Devenir digital, c’est d\u00e9velopper les revenus publicitaires sur les plateformes digitales.<\/p>\n

Facebook par exemple … Combien de radios ont d\u00e9ploy\u00e9 beaucoup d’efforts pour d\u00e9velopper leurs \u00ab\u00a0likes\u00a0\u00bb? Et maintenant ? Que devraient-ils faire avec cette communaut\u00e9 … Cela fait un moment que les youtubeurs ont commenc\u00e9 \u00e0 vendre leur renomm\u00e9e avec succ\u00e8s aux annonceurs. Il est temps pour la radio de vendre la leur.<\/p>\n

LiLiCAST est \u00e9galement l\u00e0 pour \u00e7a. Et c’est un \u00e9norme atout.<\/p>\n

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

Enfin une bonne nouvelle pour les revenus publicitaires des m\u00e9dias fran\u00e7ais ! Avec une croissance de 4,2% par rapport \u00e0 … <\/p>\n

Lire plus<\/a><\/p>\n","protected":false},"author":1,"featured_media":7592,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_trash_the_other_posts":false,"footnotes":""},"categories":[286],"tags":[328],"class_list":["post-6083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast","tag-actualite","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"\nPublicit\u00e9 Digitale : la radio prend sa part ?<\/title>\n<meta name=\"description\" content=\"C'est d\u00e9sormais facile pour les radios d'augmenter les recettes issues de la publicit\u00e9 sur leurs supports web. 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