L’Internalisation Des Achats Media En France

Cindy Walusiak our consultant managing the role
Posting date: 9/26/2019 9:23 AM
La data est aujourd’hui au cœur de toutes les stratégies digitales et media et les entreprises expriment de plus en plus la volonté de reprendre la main sur leurs investissements media et digitaux Analytics. Nous remarquons donc une tendance d’internalisation où les sociétés souhaitent intégrer les expertises des agences au sein de leurs équipes. Obstacle ou réelle opportunité pour les agences media et pour les candidats? 

C’est déjà une réalité en Angleterre et aux Etats-Unis depuis plusieurs années où 80% des sociétés ont internalisé tout ou partie de leur conseil et leur achat d’espace publicitaire (autrement dit, une partie de leur marketing et de leur expertise sur le conseil et les médias). 

A contrario, en France, nous sommes légèrement plus en retard. Air France a été précurseur de cette internalisation et cela leur a permis d’économiser 20% dans leurs achats d’espace. Néanmoins, il est impossible pour toutes les entreprises d’internaliser 100% de leurs activités publicitaires digitales, car un appui externe leur sera toujours nécessaire - les agences médias ont pour but de proposer les outils et technos à la pointe du marché et c’est un métier à part entière. 


L’internalisation ne pourra se faire que de manière progressive, car c’est un processus long et complexe (on parle même de plusieurs années lors de ce type de changement/restructuration qui impact directement les organisations en interne), qui mobilisera très certainement plusieurs business unit. Ce qui permet aux agences médias d’appréhender et de proposer en amont des solutions compatibles avec les besoins clients. 

L’idée est d’accompagner et de former les équipes du client final pour les aider à internaliser un ou plusieurs leviers digitaux (composantes essentielles des stratégies digitale pour développer la présence de leurs clients sur la toile). Cela a débuté avec le SEA (Paid media) et ensuite tout le programmatique a suivi comme l’achat d’espaces publicitaires, le display et les réseaux sociaux. Cette équipe travaillerait directement en régie pour auditer les campagnes et accompagner sur du conseil et tout le long de la transformation digitale.  


En France, les agences media baignent dans le digital depuis longtemps et leur expérience et expertise est extrêmement forte. Les sociétés auront toujours besoins de l’intervention de spécialistes. En effet, ce n’est pas le métier de la société mais celui de l’agence spécialisée que de se tenir en veille régulièrement et d’investir dans de nouvelles technos ( et les tester encore et encore). Autrement dit, ce métier demande autant de l’investissement en terme de temps que de montée en compétences régulière en très peu de temps. 

Dans ce cadre, l’impact que les agences pourraient avoir sur la transformation digitale des sociétés avec lesquelles elles collaborent pourrait être très large et c’est la possibilité pour les agences média de peser d’avantage dans la stratégie digitale globale des annonceurs. Cette situation est donc d’avantage une opportunité à saisir par les agences plutôt qu’un obstacle à proprement parler.

Côté candidats, de nouvelles opportunités d’évolution s’ouvrent. L’évolution de leurs expertises est impressionnante, que ce soit dans l’UX, la data ou l’Analytics, cela leur permet d’apporter de nouvelles solutions tant en interne en tant que consultant ou directement chez le client. Les postes qui en découlent seront principalement des postes de Media Trader, Traffic Manager Display, Expert SEA, Digital Data Analyst, Social Analytics, etc. 

Dans cette logique de créer de la valeur et de se réinventer chaque jour, les agences offrent de plus en plus un accompagnement personnalisé ce qui leur permet de se différencier de la concurrence.

Si vous êtes à la recherche de profils Analytics ou un candidat curieux d’en savoir plus sur les évolutions de carrière qui s’offrent à lui, vous pouvez me contacter par email.

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