Les sites de contenu cassent les prix

Bling_bling milliardaireJe suis tombé sur un article bien intéressant signé Sandrine Cassini dans La Tribune du 19 Mars 2008. Cet article assez court mais bien renseigné traite du modèle économique basé sur la publicité des sites web du domaine éditorial.

Pour la journaliste, les sites de contenu se livrent à une course à l’audience car leurs revenus sont très faibles et que les annonceurs ne dépensent pas encore assez sur le net.

Verbatim :

« Si l’on écoutait les chiffres de TNS, nous serions tous milliardaire ».
Depuis la crise de 2001, les tarifs publicitaires peinent à remonter à cause de l’agressivité de certains éditeurs.

Le coût pour 1000 affichages (CPM) évolue normalement entre 8 et 12 euros pour un site éditorial. Il descend facilement à 5 euros voire à 1 euro.

D’après un gars de Rue89, les agences s’intéressent seulement aux sites qui dépassent le million de visiteurs uniques mensuels.

Le ciblage a la faculté de multiplier le prix de la publicité par 50 (Cyril Zimmerman – Hi-Media)

Mon commentaire.

Ce tableau ne colle pas du tout avec les informations données lors des changements de propriétaire d’AuFéminin, Doctissimo et CityVox dont j’ai déjà parlé dans mon article sur combien coûte un site web. Quand c’est un gars de chez Lagardère (qui viennent de racheter Doctissimo pour plus de 100 millions d’euros) qui évoque 1 euro pour 1000 affichage, je me demande si ce n’est pas un signal envoyé aux nouveaux entrants potentiels. Un signal disant : le web n’est pas l’Eldorado escompté, nous sommes déjà trop de chercheur d’or à exploiter un bien maigre filon. La vérité est peut-être ailleurs ?

En partant de ces chiffres (CPM de 1 à 12), un petit site de 1000 visiteurs par jour qui aurait 5pages vues par jour aurait un chiffre d’affaire se situant entre 150 euros et 1800 euros par mois. Dans l’hypothèse Hi-Media on une plage qui irait de 7.500 euros à 90.000 euros par mois.

Quand Hi-Media déclare que l’on peut obtenir 50 fois plus (sans préciser si c’est 50 euros ou 600 euros pour 1000 affichages, selon la base que l’on utilise), là je me demande si Hi-Media (une régie qui a racheté allopass et qui fait aussi dans l’éditorial) ne cherche simplement pas des nouveaux clients ? Ce facteur 50 a vraiment l’air fantaisiste.


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Commentaires
  • IBuzzyou dit :

    Je trouve ton article et ton commentaire sur celui ci extrêmement pertinent! L’agence Hi-Media abuse, je n’ai jamais vu un CPM aussi élevé si c’est le cas je change direct de régie pour celle la!
    Elle doit faire ça pour buzzer a coup sur…

  • Je me rappelle de mon premier site perso : un site sur lara croft, vers 1998-1999, le coup par clic de Kelkoo était de 4francs50 à ses débuts.
    Et e-bazar était également super! Souvenirs, souvenirs !

    Gael – Rédacteur pour http://www.danger-sante.org/

  • Sergei dit :

    Les grosses régies telles que celles citées ci dessus, se gavent purement et simplement. Ils ont racheté Allopass ce n’est pas pour rien … Ils se lancent dans l’adulte biz ce n’est pas pour rien … Ils veulent avoir la main mise sur l’internet français et se gaver encore plus. Il n’y a pas de petits clients chez les régies citées plus haut les tarifs sont trop chère ! Par contre il y a que des gros clients qui achètent du volume et qui ont 90% de remise sur les tarifs initiaux. Comment écraser les petits pour laisser entrer les gros …

  • Les chiffres me semblent un peu fantaisistes

  • Cédric dit :

    Bonjour

    Pour ma part j’ai déjà eu quelques campagnes au CPM, qui étaient rémunérées entre 4 et 6 € pour 1000 affichages.

    SAUF que :
    - thématique ultra ciblée
    - les affichages sont « calculés » par la régie (ne correspondent pas aux stats données par Analytics)

    À l’époque je faisais 1200 VU/jour et environ 4000 pages/jour, j’ai fait en moyenne 160€ / mois sur ce plan (soit loin du maxi théorique)

  • Gibelin dit :

    La pub sur internet pour des sites à thématique ultra ciblée comme le mien n’emballe pas les régies (on ne dépasse pas le million de visiteurs par mois) et pour autant dans le domaine BTOB mon site attire des milliers de pros par mois. Nous on doit se contenter des miettes en matière publicitaire.

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