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Publicité sur internet: les liens sponsorisés ont supplanté les bannières

Les liens sponsorisés, qui sont presque intégralement gérés par Google, captaient en 2009 34,2% des investissements publicitaires sur internet en France, le double de la part des bannières, qui sont, elles, en déclin, rapporte une étude publiée hier par le cabinet Precepta.

La publicité en ligne en France a généré 2,5 Md€ en 2009, dont 880 M€ via les liens sponsorisés (+10% sur un an), 455 millions pour les bannières (-6%), 470 millions pour les annuaires en ligne (+8%) et 345 millions pour les petites annonces sur internet (-5%). Tandis que "Google détient 95% du marché des liens sponsorisés", à travers son service Adwords, celui des annuaires est "dominé par PagesJaunes", a souligné lors d'une conférence de presse David Targy, auteur de l'étude.

En revanche, le segment des bannières est "le seul fragmenté en termes de parts de marché". L'étude montre que les sites internet de médias tirent 63% de leurs revenus de la publicité, le reste provenant de la vente de contenus ou du commerce en ligne. Avec la crise, leurs revenus devraient baisser de 6% en 2010, selon Precepta…


En savoir plus sur : www.google.com

Posté par Marion

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