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Les régies publicitaires de la presse en ligne

Author

Listed:
  • Alan Ouakrat
  • Jean Samuel Beuscart

    (Orange Labs)

  • Kevin Mellet

Abstract

Cet article s'intéresse aux régies publicitaires des sites de presse sur internet. Nous décrivons tout d'abord leur inscription organisationnelle dans les entreprises de presse. Nous étudions ensuite leur positionnement sur le marché de la publicité graphique en ligne (display), en soulignant le déséquilibre global des rapports de forces entre offreurs (régies) et demandeurs (agences media). Nous montrons enfin qu'il existe deux conventions concurrentes de qualification des produits publicitaires, une convention « traditionnelle » valorisant bien les produits des sites de presse, et une convention de « performance » moins favorable. La prolifération des équipements de la convention de performance fait qu'une partie des produits des régies de la presse sont soumis à un processus de déqualification-requalification, qui se traduit par une baisse des prix.

Suggested Citation

  • Alan Ouakrat & Jean Samuel Beuscart & Kevin Mellet, 2010. "Les régies publicitaires de la presse en ligne," Post-Print hal-03461715, HAL.
    • Handle: RePEc:hal:journl:hal-03461715
    DOI: 10.3917/res.160.0133
    Note: View the original document on HAL open archive server: https://sciencespo.hal.science/hal-03461715
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