{"id":134012,"date":"2025-11-07T10:07:06","date_gmt":"2025-11-07T09:07:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=134012"},"modified":"2025-11-07T11:36:26","modified_gmt":"2025-11-07T10:36:26","slug":"les-depenses-consacrees-aux-medias-de-detail-doublent-en-europe","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/les-depenses-consacrees-aux-medias-de-detail-doublent-en-europe\/","title":{"rendered":"Les d\u00e9penses consacr\u00e9es au retail media doublent en Europe"},"content":{"rendered":"\n

Maintenant que les annonceurs europ\u00e9ens doublent leurs d\u00e9penses dans le retail media, les d\u00e9taillants doivent repenser en profondeur leur mod\u00e8le \u00e9conomique. Toutefois, il faut s’y prendre avec prudence : l’adoption de robots IA d\u00e9di\u00e9s au shopping pourrait compromettre la raison d’\u00eatre m\u00eame de retail media.<\/p>\n\n\n\n

\u00c0 la poursuite de la Chine<\/h2>\n\n\n\n

Avec un certain retard, l’Europe a d\u00e9sormais entam\u00e9 la courbe de croissance que les \u00c9tats-Unis et la Chine ont d\u00e9j\u00e0 parcourue, cite Emerce d’apr\u00e8s une \u00e9tude de WARC Media. L’Italie, les Pays-Bas et l’Espagne ont notamment connu une forte augmentation<\/a> au cours du premier semestre, avec une croissance de 40 \u00e0 60 % des d\u00e9penses dans le retail media.<\/p>\n\n\n\n

Le march\u00e9 mondial devrait cro\u00eetre de 13,7 % cette ann\u00e9e pour atteindre 175 milliards de dollars am\u00e9ricains (160 milliards d’euros), mais comme les \u00c9tats-Unis et la Chine ont d\u00e9j\u00e0 d\u00e9pass\u00e9 leur pic de croissance, la croissance mondiale ralentit \u00e9galement. L’ann\u00e9e prochaine, on pr\u00e9voit encore une croissance de 12,4 %, mais en 2027, elle ne devrait plus \u00eatre que de 11,6 %.<\/p>\n\n\n\n

Qu’en est-il des bots ?<\/h2>\n\n\n\n

Selon les chercheurs, le retail media deviennent de plus en plus un canal \u00e0 part enti\u00e8re : ils repr\u00e9senteraient d\u00e9sormais environ 15 % du mix m\u00e9dia total.<\/p>\n\n\n\n

Le rapport pr\u00e9vient toutefois que la croissance future d\u00e9pendra fortement de la perc\u00e9e de l’\u00ab agentic AI \u00bb. Si le passage au shopping automatique se poursuit \u00e0 un rythme trop soutenu, cette technologie pourrait mettre sous pression le passage humain sur les plateformes de retail.<\/p>\n","protected":false},"excerpt":{"rendered":"

Maintenant que les annonceurs europ\u00e9ens doublent leurs d\u00e9penses dans le retail media, les d\u00e9taillants doivent repenser en profondeur leur mod\u00e8le \u00e9conomique. Toutefois, il faut s’y prendre avec prudence : l’adoption de robots IA d\u00e9di\u00e9s au shopping pourrait compromettre la raison d’\u00eatre m\u00eame de retail media.<\/p>\n","protected":false},"author":10,"featured_media":134013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,25],"tags":[1266],"people":[],"extra":[43],"company":[],"topic":[488],"region":[],"class_list":["post-134012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","tag-retailmedia","extra-plus","topic-marketing"],"acf":[],"yoast_head":"\nLes d\u00e9penses consacr\u00e9es au retail media doublent en Europe - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Maintenant que les annonceurs europ\u00e9ens doublent leurs d\u00e9penses dans le 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