{"id":24458,"date":"2024-04-08T10:25:04","date_gmt":"2024-04-08T08:25:04","guid":{"rendered":"https:\/\/goldbach.com\/letude-advanced-tv-de-goldbach-le-montre-clairement-la-publicite-sur-la-connected-tv-est-de-plus-en-plus-efficace\/"},"modified":"2025-12-18T11:49:00","modified_gmt":"2025-12-18T10:49:00","slug":"letude-advanced-tv-de-goldbach-le-montre-clairement-la-publicite-sur-la-connected-tv-est-de-plus-en-plus-efficace","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/letude-advanced-tv-de-goldbach-le-montre-clairement-la-publicite-sur-la-connected-tv-est-de-plus-en-plus-efficace\/","title":{"rendered":"L\u2019\u00e9tude Advanced TV de Goldbach le montre clairement&nbsp;: la publicit\u00e9 sur la Connected TV est de plus en plus efficace."},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-bottom:20px;\"><p><strong>En janvier&nbsp;2024, Goldbach, le sp\u00e9cialiste de la commercialisation de publicit\u00e9, a men\u00e9 pour la septi\u00e8me fois l\u2019\u00e9tude sur l\u2019Advanced TV \u00e0 l\u2019\u00e9chelle de la r\u00e9gion DACH. Outre la notori\u00e9t\u00e9 et l\u2019utilisation toujours \u00e9lev\u00e9es de la Connected TV (CTV), l\u2019augmentation de la perception et de l\u2019acceptation de la publicit\u00e9 a \u00e9t\u00e9 frappante, ce qui rend ce m\u00e9dia particuli\u00e8rement attrayant pour les annonceurs. <\/strong><\/p>\n<p>En janvier&nbsp;2024, Goldbach Group&nbsp;AG, le sp\u00e9cialiste de la commercialisation de publicit\u00e9, a men\u00e9 pour la septi\u00e8me fois son \u00e9tude DACH sur l\u2019utilisation et la diffusion de l\u2019Advanced TV, \u00e0 savoir la diffusion de contenus TV par Internet. Outre la notori\u00e9t\u00e9 et l\u2019utilisation toujours \u00e9lev\u00e9es de la Connected TV (CTV), c\u2019est-\u00e0-dire des t\u00e9l\u00e9viseurs connect\u00e9s \u00e0 Internet directement ou via un appareil suppl\u00e9mentaire, une augmentation de la perception et de l\u2019acceptation de la publicit\u00e9 a \u00e9t\u00e9 constat\u00e9e. La perception de la publicit\u00e9 a augment\u00e9 pour atteindre 51&nbsp;%, ce qui correspond \u00e0 une hausse de 10&nbsp;% par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. Au sein du jeune groupe cible des 16-29&nbsp;ans, la perception est m\u00eame plus \u00e9lev\u00e9e, avec 53&nbsp;% (soit une augmentation de 16&nbsp;%).   <\/p>\n<p>L\u2019acceptation de la publicit\u00e9 sur la CTV a \u00e9galement augment\u00e9. 52&nbsp;% des utilisateurs de CTV (les personnes interrog\u00e9es qui utilisent les fonctions suppl\u00e9mentaires sur une CTV) ont d\u00e9clar\u00e9 qu\u2019ils trouvaient tout \u00e0 fait normal de voir de la publicit\u00e9 sur les fonctions suppl\u00e9mentaires de la CTV, comme les applications ou les offres de Video \u00e0 la demande. Cela correspond \u00e0 une augmentation de 4&nbsp;% par rapport \u00e0&nbsp;2023. Les valeurs les plus \u00e9lev\u00e9es ont \u00e9t\u00e9 enregistr\u00e9es chez les 16-29&nbsp;ans (54&nbsp;%) ainsi que dans les foyers de plus de trois personnes et les foyers avec enfants (56&nbsp;% dans les deux cas). Pr\u00e8s de deux tiers des participants \u00e0 l\u2019\u00e9tude qui utilisent au moins une application payante ont \u00e9galement d\u00e9clar\u00e9 qu\u2019ils accepteraient de voir de la publicit\u00e9 sur les applications actuellement payantes s\u2019ils pouvaient consommer le contenu gratuitement en contrepartie.    <\/p>\n<p>Autre point int\u00e9ressant pour les annonceurs&nbsp;: pr\u00e8s de la moiti\u00e9 des utilisateurs de CTV (49&nbsp;%) ont estim\u00e9 que la publicit\u00e9 sur la CTV \u00e9tait utile, et 41&nbsp;% ont m\u00eame d\u00e9clar\u00e9 que la publicit\u00e9 sur ce m\u00e9dia \u00e9tait utile.<\/p>\n<p><strong>La Smart TV reste un acc\u00e8s populaire<\/strong><\/p>\n<p>La Smart TV est le type de connexion le plus populaire aupr\u00e8s des utilisateurs de CTV, avec 75&nbsp;%. Les bo\u00eetiers de streaming et les consoles de jeux suivent avec 32&nbsp;% chacun. Samsung reste la marque la plus utilis\u00e9e parmi les utilisateurs de Smart TV, suivie de LG et de Sony. En ce qui concerne les bo\u00eetiers de streaming, l\u2019Apple TV&nbsp;Box est un peu plus populaire que Magenta&nbsp;TV et l\u2019Amazon Fire&nbsp;TV&nbsp;Cube, tandis que pour les consoles de jeux, la Sony&nbsp;Playstation devance la Nintendo&nbsp;Switch et la Xbox.   <\/p>\n<p><strong>Utilisation et notori\u00e9t\u00e9 importantes dans les foyers avec enfants<\/strong><\/p>\n<p>L\u2019\u00e9tude montre les r\u00e9sultats \u00e9lev\u00e9s obtenus aupr\u00e8s du jeune groupe cible des 16-29&nbsp;ans et des foyers de plus de trois personnes ou avec enfants. Il en va de m\u00eame pour la notori\u00e9t\u00e9 et l\u2019utilisation de la CTV. Avec une notori\u00e9t\u00e9 g\u00e9n\u00e9rale de 72&nbsp;% et une utilisation de 56&nbsp;%, les valeurs restent constamment \u00e9lev\u00e9es. Dans les foyers de plus de trois personnes, elles sont l\u00e9g\u00e8rement plus \u00e9lev\u00e9es, avec 76&nbsp;% (notori\u00e9t\u00e9) et 63&nbsp;% (utilisation). Il en va de m\u00eame pour les foyers avec enfants (77&nbsp;% et 66&nbsp;% respectivement) et les spectateurs \u00e2g\u00e9s de 16 \u00e0 29&nbsp;ans (73&nbsp;% et 61&nbsp;% respectivement). Avec les 2,2&nbsp;personnes qui, selon l\u2019\u00e9tude, sont en moyenne assises ensemble devant la CTV, ces r\u00e9sultats montrent clairement que la CTV est un m\u00e9dia classique \u00ab&nbsp;un vers plusieurs&nbsp;\u00bb.     <\/p>\n<p>La dur\u00e9e d\u2019utilisation reste tout aussi constante. Alors que les personnes interrog\u00e9es ont d\u00e9clar\u00e9 l\u2019ann\u00e9e derni\u00e8re passer 2&nbsp;h&nbsp;21 par jour devant la CTV, ce chiffre est de 2&nbsp;h&nbsp;23 cette ann\u00e9e. C\u2019est le groupe des 16-29&nbsp;ans (2&nbsp;h&nbsp;54) et les femmes (2&nbsp;h&nbsp;35) qui utilisent le plus la CTV. L\u2019utilisation d\u2019un second \u00e9cran a \u00e9galement \u00e9t\u00e9 interrog\u00e9e cette ann\u00e9e.   <\/p>\n<p>Les r\u00e9sultats \u00e0 ce sujet ainsi que les r\u00e9sultats d\u00e9taill\u00e9s de l\u2019ensemble de l\u2019\u00e9tude DACH peuvent \u00eatre command\u00e9s sur le site web de Goldbach <a href=\"https:\/\/goldbach.com\/ch\/de\/news-and-insights\/advanced-tv-studie-2024\" target=\"_blank\" rel=\"noopener\">www.goldbach.com<\/a>.<\/p>\n<p><strong>\u00c0 propos de l&#8217;\u00e9tude<\/strong><\/p>\n<p>Goldbach m\u00e8ne l\u2019\u00e9tude Advanced TV depuis&nbsp;2017. Cette ann\u00e9e, 3&nbsp;500&nbsp;personnes (1&nbsp;500&nbsp;Allemands, 1&nbsp;000&nbsp;Autrichiens et 1&nbsp;000&nbsp;Suisses) \u00e2g\u00e9es de 16 \u00e0 69&nbsp;ans ont particip\u00e9 \u00e0 l\u2019\u00e9tude dans l\u2019ensemble de la r\u00e9gion DACH. Online, elles ont \u00e9t\u00e9 interrog\u00e9es sur les th\u00e8mes suivants&nbsp;: \u00ab&nbsp;Notori\u00e9t\u00e9, type et utilisation de la Connected TV&nbsp;\u00bb, \u00ab&nbsp;Possession de t\u00e9l\u00e9viseurs connect\u00e9s \u00e0 Internet&nbsp;\u00bb, \u00ab&nbsp;Utilisation d\u2019applications sur les t\u00e9l\u00e9viseurs connect\u00e9s \u00e0 Internet&nbsp;\u00bb et \u00ab&nbsp;Perception et \u00e9valuation de la publicit\u00e9 dans le domaine des fonctions suppl\u00e9mentaires sur la Connected TV&nbsp;\u00bb. Le sondage a eu lieu en janvier&nbsp;2024.   <\/p>\n<\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content -->","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24451,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87],"tags":[247,250],"kanal":[316,314],"werbeform":[325],"class_list":["post-24458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","tag-advancedtv","tag-etudie","kanal-online","kanal-tv","werbeform-advanced-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00c9tude Advanced TV 2024<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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