{"id":6131,"date":"2021-07-22T14:19:46","date_gmt":"2021-07-22T14:19:46","guid":{"rendered":"https:\/\/ad4screen.com\/audio\/"},"modified":"2021-08-26T14:03:34","modified_gmt":"2021-08-26T14:03:34","slug":"audio","status":"publish","type":"post","link":"https:\/\/ad4screen.com\/es\/blog\/audioads","title":{"rendered":"L\u2019essor de l\u2019audio digital en France"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6131\" class=\"elementor elementor-6131 elementor-6098\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-50ab899c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"50ab899c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5b620cc\" data-id=\"5b620cc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-272c1ae8 elementor-widget elementor-widget-text-editor\" data-id=\"272c1ae8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>La croissance de l\u2019audio en France<\/strong><\/p><p>La radio fait face \u00e0 une perte importante de son audience cette ann\u00e9e\u00a0; -2 millions d\u2019auditeurs en un an, c\u2019est le bilan qui ressort d\u2019une \u00e9tude r\u00e9alis\u00e9e par M\u00e9diam\u00e9trie. Cette baisse s\u2019explique en partie par la crise qui a fortement modifi\u00e9 les habitudes des consommateurs\u00a0; t\u00e9l\u00e9travail massif, mise en place d\u2019un couvre-feu\u2026 diverses mesures qui ont entrain\u00e9 une baisse des trajets vers les lieux de travail et d\u2019\u00e9tude durant lesquels la radio \u00e9tait le media privil\u00e9gi\u00e9.<\/p><p>Cela n\u2019a pas pour autant entrain\u00e9 une baisse de l\u2019int\u00e9r\u00eat pour le format audio puisqu\u2019\u00e0 l\u2019inverse le nombre de personnes \u00e9coutant des podcasts a augment\u00e9 de 48% en 2020. On comptabilise aujourd\u2019hui pr\u00e8s de 100 millions de podcasts \u00e9cout\u00e9s chaque mois en France.<\/p><p>Cela a permis l\u2019essor de nouvelles plateformes qui misent d\u00e9sormais sur le format audio telles que Clubhouse.<\/p><p><strong>Le ph\u00e9nom\u00e8ne Clubhouse <\/strong><\/p><p>C\u2019est LA plateforme en vogue ces derniers mois qui a permis de faire \u00e9merger le format audio live.<\/p><p>Le r\u00e9seau a connu un v\u00e9ritable essor cette ann\u00e9e atteignant 9 millions de t\u00e9l\u00e9chargements en f\u00e9vrier 2021. De nombreuses personnalit\u00e9s comme Elon Musk ou encore Mark Zuckerberg ont permis \u00e0 la plateforme de gagner rapidement en visibilit\u00e9.<\/p><p>Pour l\u2019heure, l\u2019application est accessible seulement sur invitation et s\u2019organise sous forme de salons de discussion en direct surfant sur la tendance de l\u2019audio et des podcasts. <br \/>L\u2019application est gratuite mais le service repose sur un syst\u00e8me de parrainage. Chaque nouveau membre se voit offrir 2 invitations \u00e0 distribuer \u00e0 qui il le souhaite.<\/p><p>Apr\u00e8s s\u2019\u00eatre finalement d\u00e9ploy\u00e9e sur Android, la plateforme a \u00e9galement pr\u00e9vue de s\u2019\u00e9tendre au grand public cet \u00e9t\u00e9. Il n\u2019y aura donc plus besoin d\u2019invitation pour pouvoir participer aux salons de discussion. Tr\u00e8s r\u00e9cemment, l\u2019application a \u00e9galement lanc\u00e9 la mon\u00e9tisation pour ses utilisateurs afin de les fid\u00e9liser. En effet, les clubhousers les plus connus auront d\u00e9sormais la possibilit\u00e9 de mon\u00e9tiser leur activit\u00e9 et 100% du paiement reviendra au cr\u00e9ateur.<\/p><p>On note tout de m\u00eame une baisse de l\u2019int\u00e9r\u00eat pour la plateforme ces derniers mois puisque le nombre de t\u00e9l\u00e9chargements mensuels diminue fortement depuis mars (-72% vs f\u00e9vrier). Cette baisse s\u2019explique par le d\u00e9part de plusieurs personnalit\u00e9s et une concurrence de plus en plus accrue.<\/p><p><strong>Les plateformes concurrentes \u00e9mergeantes<\/strong><\/p><p>Suite au succ\u00e8s de Clubhouse, plusieurs applications ont lanc\u00e9 leurs propres plateformes bas\u00e9es, elles aussi, sur l\u2019audio et ont surf\u00e9 sur la tendance des podcasts.<\/p><ul><li>Spotify avec Greenroom\u00a0:<\/li><\/ul><p>Spotify a r\u00e9cemment lanc\u00e9 sa plateforme audio. Ses similitudes avec Clubhouse sont nombreuses\u00a0; possibilit\u00e9 de rejoindre un groupe, de discuter en direct, de rejoindre des rooms\u2026 En parall\u00e8le, l\u2019application a ajout\u00e9 quelques fonctionnalit\u00e9s\u00a0; possibilit\u00e9 d\u2019enregistrer les discussions, de tchater et de mod\u00e9rer les rooms. En revanche, contrairement \u00e0 Clubhouse, aucune mon\u00e9tisation n\u2019est encore possible.<\/p><ul><li>Facebook et les Live Audio Rooms<\/li><\/ul><p>En avril 2021, Facebook avait \u00e9voqu\u00e9 l\u2019arriv\u00e9e prochaine de salles audio en direct sur l\u2019application. Et c\u2019est chose faite depuis juin dernier. Comme sur Clubhouse, ces derni\u00e8res permettent aux utilisateurs de participer et d\u2019\u00e9changer sur des sujets vari\u00e9s directement via le r\u00e9seau social. \u00a0Pour y participer, les internautes d\u00e9couvrirons des conversations via leur fil d\u2019actualit\u00e9 et via l\u2019envoi de notifications. <br \/>En parall\u00e8le, Facebook a \u00e9galement ajout\u00e9 la possibilit\u00e9 d\u2019\u00e9couter directement des podcasts sur l\u2019application lorsqu\u2019elle est ouverte mais \u00e9galement en arri\u00e8re-plan avec des recommandations personnalis\u00e9es pour chaque utilisateur selon ses centres d\u2019int\u00e9r\u00eat.\u00a0 <br \/>Enfin, Facebook pr\u00e9voit de sortir Soundbites, un outil de cr\u00e9ation de clips audio.<\/p><ul><li>Twitter a \u00e9galement sorti une nouvelle fonctionnalit\u00e9 bas\u00e9e sur l\u2019audio intitul\u00e9e Spaces.<\/li><li>Linkedin a r\u00e9cemment confi\u00e9 \u00eatre en train de se pencher sur une nouvelle fonctionnalit\u00e9 avec des salons de discussion comme le propose Clubhouse.<\/li><li>Apple a d\u00e9ploy\u00e9 depuis un certain temps sa solution de podcasts qui ne fait pas l\u2019unanimit\u00e9 aupr\u00e8s des internautes notamment \u00e0 cause de nombreux bugs non r\u00e9solus au fil des ann\u00e9es. Apple a r\u00e9cemment annonc\u00e9 avoir corrig\u00e9 les \u00ab\u00a0perturbations\u00a0\u00bb et a lanc\u00e9 en juin dernier les podcasts payants sous forme d\u2019abonnements.<br \/><br \/><\/li><\/ul><p style=\"text-align: center;\"><a href=\"https:\/\/ad4screen.com\/audit-gratuit\/\"><span style=\"text-decoration: underline; color: #33cccc;\">Demandez un audit de vos r\u00e9seaux sociaux<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-187d99b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"187d99b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f081b4e\" data-id=\"f081b4e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c98550 elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"6c98550\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/audit-gratuit\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">DEMANDER UN AUDIT<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-39a891a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39a891a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c423f2d\" data-id=\"c423f2d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7441ad1 elementor-widget elementor-widget-text-editor\" data-id=\"7441ad1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>La publicit\u00e9 audio <\/strong><\/p><p>Le streaming audio num\u00e9rique atteint des niveaux records en termes de dur\u00e9e moyenne d\u2019\u00e9coute par semaine. Cela laisse donc place \u00e0 de nombreuses opportunit\u00e9s pour les annonceurs.<\/p><p>Ainsi, le 24 mars 2021, Spotify a sorti son nouvel outil publicitaire \u2013 Ad Studio \u2013 simple d\u2019utilisation permettant de r\u00e9aliser une annonce audio ou vid\u00e9o.\u00a0 <br \/>Sur la plateforme, il est possible de param\u00e9trer une campagne et la mettre en ligne en moins de 48h en touchant une audience personnalis\u00e9e en fonction des int\u00e9r\u00eats et activit\u00e9s des internautes.<\/p><p>Pour cr\u00e9er l\u2019annonce, deux possibilit\u00e9s existent\u00a0;\u00a0<\/p><ul><li>Utiliser un spot audio ou vid\u00e9o existant<\/li><li>Cr\u00e9er une annonce audio directement via les outils et services disponibles en libre acc\u00e8s sur spotify. Le concept est simple, il suffit de choisir une musique de fond et un message qui sera doubl\u00e9 par des acteurs professionnels avant d\u2019\u00eatre mix\u00e9 et produit directement via la plateforme.<\/li><\/ul><p>Deezer a \u00e9galement d\u00e9velopp\u00e9 un nouveau format publicitaire audio pour les marques. En effet, il est d\u00e9sormais possible de r\u00e9aliser un spot audio de 15 ou 30 secondes diffus\u00e9 sur l\u2019application.<\/p><p style=\"text-align: center;\"><a href=\"https:\/\/ad4screen.com\/blog\/tendances\/lmdd\/replay\"><span style=\"text-decoration: underline;\"><span style=\"color: #33cccc; text-decoration: underline;\">Retrouvez le replay de la session tendances \u00e0 suivre 2021 : Social Ads &amp; Audio Ads<\/span><\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-edabceb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"edabceb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cfb9730\" data-id=\"cfb9730\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f01c56d elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"f01c56d\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/blog\/tendances\/lmdd\/replay\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">DEMANDER LE REPLAY<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e0b8f54 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e0b8f54\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e98cc47\" data-id=\"e98cc47\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f00aab elementor-widget elementor-widget-text-editor\" data-id=\"5f00aab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Google a r\u00e9cemment pr\u00e9sent\u00e9 son nouvel outil de cr\u00e9ation d\u2019annonces publicitaires\u00a0; Ads Creative Studio afin de centraliser l\u2019ensemble des outils cr\u00e9atifs permettant de concevoir des annonces vid\u00e9o, display et audio.<\/p><p>Amazon a de son c\u00f4t\u00e9 d\u00e9ploy\u00e9 la possibilit\u00e9 pour les marques de diffuser des publicit\u00e9s audios via Amazon music sur les appareils compatibles avec Alexa ainsi que sur les appareils mobiles et les ordinateurs\u2026 En revanche, ce service n\u2019est pas encore disponible en France.<\/p><p>On constate donc ces derni\u00e8res ann\u00e9es et plus particuli\u00e8rement ces derniers mois une \u00e9mergence importante du format audio entrainant l\u2019\u00e9mergence de nouvelles plateformes comme Clubhouse ou Greenroom. Les GAFA de leur c\u00f4t\u00e9 suivent eux aussi la tendance en proposant de nouvelles fonctionnalit\u00e9s et formats publicitaires sur leurs plateformes.<\/p><p style=\"text-align: center;\"><a href=\"https:\/\/ad4screen.com\/contact\/\"><span style=\"text-decoration: underline; color: #33cccc;\">Faites le point avec nos \u00e9quipes sur votre strat\u00e9gie d\u2019acquisition mobile<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d2e2f37 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d2e2f37\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10efe02\" data-id=\"10efe02\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9b5d9cb elementor-button-warning elementor-align-center elementor-widget elementor-widget-button\" data-id=\"9b5d9cb\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/ad4screen.com\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">CONTACTEZ-NOUS<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4bac71e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4bac71e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-339043c\" data-id=\"339043c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-957c7dd elementor-widget elementor-widget-text-editor\" data-id=\"957c7dd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em>Sources ; <\/em>Facebook, Clubhouse, Les \u00e9chos, Phonandroid, Le figaro, 01 net, Blog du mod\u00e9rateur, Presse citron, Sensortower, Ladn<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>La radio fait face \u00e0 une perte importante de son audience cette ann\u00e9e contrairement aux podcasts&#8230;<\/p>\n","protected":false},"author":2,"featured_media":5413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[],"class_list":["post-6131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audio-es"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019essor de l\u2019audio digital en France<\/title>\n<meta name=\"description\" content=\"Clubhouse, podcasts, audio ads, \u00e9mergences de nouvelles plateformes... 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