{"id":62074,"date":"2025-11-19T11:09:41","date_gmt":"2025-11-19T10:09:41","guid":{"rendered":"https:\/\/www.bymycar.fr\/webzine\/?p=62074"},"modified":"2025-11-19T16:36:39","modified_gmt":"2025-11-19T15:36:39","slug":"et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures","status":"publish","type":"post","link":"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/","title":{"rendered":"Et si la publicit\u00e9 s\u2019int\u00e9grait vraiment dans nos voitures ?"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"featured_media":62116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-62074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle"],"acf":{"image":{"ID":62116,"id":62116,"title":"publicit\u00e9 dans les voitures","filename":"339d420d-9a27-41cd-81b3-5043eb9f8603.png","filesize":2157386,"url":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603.png","link":"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/339d420d-9a27-41cd-81b3-5043eb9f8603\/","alt":"publicit\u00e9 dans les voitures","author":"77","description":"","caption":"","name":"339d420d-9a27-41cd-81b3-5043eb9f8603","status":"inherit","uploaded_to":62074,"date":"2025-11-19 15:16:47","modified":"2025-11-19 15:17:27","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.bymycar.fr\/webzine\/wp-includes\/images\/media\/default.png","width":1536,"height":1024,"sizes":{"thumbnail":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603-300x200.png","medium-width":300,"medium-height":200,"medium_large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603-768x512.png","medium_large-width":768,"medium_large-height":512,"large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603-1024x683.png","large-width":1024,"large-height":683,"1536x1536":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603.png","1536x1536-width":1536,"1536x1536-height":1024,"2048x2048":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603.png","2048x2048-width":1536,"2048x2048-height":1024}},"introduction":"

Temps de lecture estim\u00e9 : 3 minutes<\/em><\/p>\n

Avec l\u2019arriv\u00e9e des \u00e9crans XXL et des services connect\u00e9s, la voiture devient un nouvel espace num\u00e9rique. Une place que la publicit\u00e9 pourrait bient\u00f4t occuper. Reste \u00e0 savoir si cette \u00e9volution am\u00e9liorera l\u2019exp\u00e9rience\u2026 ou si elle transformera nos trajets en espace marketing permanent.<\/p>\n","add-to-bo":false,"page_content":{"block_content":[{"acf_fc_layout":"text-simple","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-text":"

La voiture : nouvelle cible des publicitaires ?<\/strong><\/h2>\n

Il suffit d\u2019ouvrir la porte d\u2019un v\u00e9hicule r\u00e9cent pour comprendre : les voitures sont devenues de v\u00e9ritables ordinateurs roulants, et le tableau de bord un espace d\u2019affichage \u00e0 fort potentiel.<\/p>\n

Entre les \u00e9crans XXL de Tesla<\/b>, les tableaux de bord immersifs de BMW<\/strong>, les interfaces d\u2019Android Automotive<\/strong> ou encore le futur Apple CarPlay 2.0<\/b>, l\u2019habitacle n\u2019a jamais \u00e9t\u00e9 aussi connect\u00e9.<\/p>\n

Dans ce contexte, l\u2019id\u00e9e d\u2019int\u00e9grer des publicit\u00e9s dans l\u2019infodivertissement appara\u00eet presque comme une \u00e9vidence. D\u2019ailleurs, certains signaux sont d\u00e9j\u00e0 l\u00e0 :<\/p>\n

    \n
  • Tesla diffuse d\u00e9j\u00e0 du contenu sponsoris\u00e9 dans sa plateforme vid\u00e9o lorsque le v\u00e9hicule est \u00e0 l\u2019arr\u00eat.<\/li>\n
  • Google, via Android Automotive, ouvre la voie \u00e0 des applications tierces\u2026 et donc potentiellement \u00e0 des formats publicitaires int\u00e9gr\u00e9s.<\/li>\n
  • Mercedes et BMW multiplient les services d\u2019abonnement, un mod\u00e8le o\u00f9 la publicit\u00e9 pourrait r\u00e9duire la facture.<\/li>\n<\/ul>\n

    Pour cause, la voiture est le dernier \u00e9cran<\/strong> que les marques n\u2019ont pas encore conquis<\/strong> et cela attire beaucoup de monde.<\/b><\/p>\n"}},{"acf_fc_layout":"text-image","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-image":{"ID":62096,"id":62096,"title":"publicit\u00e9 dans les voitures","filename":"79e01e74-902f-4709-a0b3-4bc2b08f8cdc.png","filesize":2296174,"url":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc.png","link":"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc\/","alt":"publicit\u00e9 dans les voitures","author":"77","description":"","caption":"","name":"79e01e74-902f-4709-a0b3-4bc2b08f8cdc","status":"inherit","uploaded_to":62074,"date":"2025-11-18 21:36:27","modified":"2025-11-18 21:39:58","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.bymycar.fr\/webzine\/wp-includes\/images\/media\/default.png","width":1536,"height":1024,"sizes":{"thumbnail":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc-300x200.png","medium-width":300,"medium-height":200,"medium_large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc-768x512.png","medium_large-width":768,"medium_large-height":512,"large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc-1024x683.png","large-width":1024,"large-height":683,"1536x1536":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc.png","1536x1536-width":1536,"1536x1536-height":1024,"2048x2048":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/79e01e74-902f-4709-a0b3-4bc2b08f8cdc.png","2048x2048-width":1536,"2048x2048-height":1024}},"-title":"","-text":"

    Les constructeurs passent \u00e0 l\u2019offensive.<\/strong><\/h2>\n

    Aucune marque n\u2019a officiellement annonc\u00e9 \u201cla pub dans les voitures\u201d. Mais tout le monde s\u2019y int\u00e9resse.<\/p>\n

    Tesla<\/b> est souvent cit\u00e9e : ses \u00e9crans sont devenus de v\u00e9ritables centres multim\u00e9dia, proposant jeux, streaming, contenus interactifs. Une architecture qui ressemble beaucoup \u00e0 un environnement pr\u00eat \u00e0 accueillir de la publicit\u00e9 cibl\u00e9e.<\/p>\n

    BMW<\/b> et Mercedes<\/b>, de leur c\u00f4t\u00e9, travaillent sur des services connect\u00e9s \u00e0 la carte, des options activables ou des abonnements sp\u00e9cifiques \u00e0 certaines fonctionnalit\u00e9s.<\/p>\n

    Certains analystes imaginent d\u00e9j\u00e0 un sc\u00e9nario o\u00f9 des versions moins ch\u00e8res d\u2019abonnements pourraient \u00eatre financ\u00e9es par la publicit\u00e9<\/b>, comme ce qui existe sur Netflix ou Spotify.<\/p>\n

    Enfin, Google<\/b> tient une place strat\u00e9gique avec Android Automotive, directement int\u00e9gr\u00e9 dans les v\u00e9hicules. L\u2019entreprise vit de la publicit\u00e9 : voir arriver des formats sponsoris\u00e9s dans certaines applications n\u2019aurait donc rien de surprenant.<\/p>\n"}},{"acf_fc_layout":"text-simple","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-text":"

    Publicit\u00e9 cibl\u00e9e : et si vos donn\u00e9es de conduite valaient de l\u2019or ?<\/strong><\/b><\/h2>\n

    L\u2019autre facette, plus sensible, du d\u00e9bat, ce sont les donn\u00e9es g\u00e9n\u00e9r\u00e9es par les voitures connect\u00e9es<\/b> : vitesse, trajets, habitudes, horaires de d\u00e9placement, m\u00e9t\u00e9o, navigation, arr\u00eats\u2026<\/p>\n

    Pour beaucoup d\u2019acteurs du num\u00e9rique, ces informations sont une mine d\u2019or.<\/p>\n

    Exemple :<\/p>\n"}},{"acf_fc_layout":"timeline","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-listing":[{"--date":"","--image":false,"--title":"Vous roulez sur une route de montagne \u2192 une pub pour des cha\u00eenes neige appara\u00eet.","--texte":""},{"--date":"","--image":false,"--title":"Il est 19h \u2192 suggestion d'un restaurant en drive sur votre trajet.","--texte":""},{"--date":"","--image":false,"--title":"Votre niveau de carburant baisse \u2192 annonce d\u2019une station-service partenaire.","--texte":""}]}},{"acf_fc_layout":"text-simple","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-text":"

    Une logique d\u00e9j\u00e0 pr\u00e9sente dans nos smartphones, mais qui prendrait ici une nouvelle dimension\u2026 car la voiture sait o\u00f9 vous \u00eates, mais aussi comment vous roulez<\/b>.<\/p>\n

    Reste une question essentielle : o\u00f9 placer la fronti\u00e8re entre service utile et ciblage intrusif ?<\/b><\/b><\/p>\n"}},{"acf_fc_layout":"text-image","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-image":{"ID":62097,"id":62097,"title":"publicit\u00e9 dans les voitures","filename":"db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357.png","filesize":1,"url":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357.png","link":"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/db33bdfe-fdab-4f0a-956e-21fef8aab7db\/","alt":"publicit\u00e9 dans les voitures","author":"77","description":"","caption":"publicit\u00e9 dans les voitures","name":"db33bdfe-fdab-4f0a-956e-21fef8aab7db","status":"inherit","uploaded_to":62074,"date":"2025-11-18 22:34:50","modified":"2025-11-18 22:36:32","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.bymycar.fr\/webzine\/wp-includes\/images\/media\/default.png","width":1228,"height":808,"sizes":{"thumbnail":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357-300x197.png","medium-width":300,"medium-height":197,"medium_large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357-768x505.png","medium_large-width":768,"medium_large-height":505,"large":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357-1024x674.png","large-width":1024,"large-height":674,"1536x1536":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357.png","1536x1536-width":1228,"1536x1536-height":808,"2048x2048":"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/db33bdfe-fdab-4f0a-956e-21fef8aab7db-e1763541630357.png","2048x2048-width":1228,"2048x2048-height":808}},"-title":"","-text":"

    Pub vs s\u00e9curit\u00e9 : le vrai probl\u00e8me.<\/strong><\/h2>\n

    Le principal enjeu reste celui de la s\u00e9curit\u00e9.<\/p>\n

    Les r\u00e9glementations europ\u00e9ennes sont strictes : impossible de diffuser des contenus susceptibles de distraire le conducteur lorsque le v\u00e9hicule est en mouvement.<\/strong><\/p>\n

    Ce qui laisse trois possibilit\u00e9s :<\/p>\n

      \n
    1. Affichage uniquement \u00e0 l\u2019arr\u00eat<\/b> (parkings, recharges, embouteillages).<\/li>\n
    2. Publicit\u00e9s audio<\/b>, proches du mod\u00e8le radio intelligent.<\/li>\n
    3. Notifications contextuelles ultra-discr\u00e8tes<\/b>, li\u00e9es \u00e0 la navigation.<\/li>\n<\/ol>\n

      Mais l\u00e0 encore, la question de la saturation se pose.<\/p>\n

      On conna\u00eet d\u00e9j\u00e0 la fatigue g\u00e9n\u00e9r\u00e9e par les alertes sur les smartphones : dans une voiture, ce risque est amplifi\u00e9. Personne n\u2019a envie d\u2019un habitacle transform\u00e9 en panneau publicitaire permanent.<\/b><\/p>\n"}},{"acf_fc_layout":"text-simple","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-text":"

      Payer moins, \u00eatre cibl\u00e9 plus : un compromis acceptable ?<\/strong><\/h2>\n

      L\u2019id\u00e9e n\u2019est pas uniquement n\u00e9gative.<\/strong><\/p>\n

      Si certains constructeurs explorent cette voie, c\u2019est aussi pour proposer :<\/p>\n

        \n
      • des abonnements moins chers gr\u00e2ce \u00e0 un mod\u00e8le \u201cad-supported*\u201d<\/b><\/b><\/li>\n
      • des services gratuits (navigation premium, streaming, wifi)<\/b><\/b><\/li>\n
      • des contenus utiles selon la route<\/b> (carburant, m\u00e9t\u00e9o, restauration, entretien)<\/li>\n<\/ul>\n

        En clair, une r\u00e9duction du co\u00fbt d\u2019usage\u2026 mais au prix d\u2019une mon\u00e9tisation de l\u2019attention.<\/p>\n

        Reste \u00e0 savoir si les conducteurs sont pr\u00eats \u00e0 accepter que leurs trajets deviennent une donn\u00e9e marketing<\/b>, ou m\u00eame un espace publicitaire \u00e0 part enti\u00e8re.<\/p>\n"}},{"acf_fc_layout":"text-simple","--nav":{"-withNav":false,"-ancre":""},"--group":{"aspect_de_la_section":null,"section-view":null,"editer_la_section":null,"-text":"

        Pub dans les voitures : futur in\u00e9vitable ou d\u00e9rive en marche ?<\/strong><\/b><\/h2>\n

        \u00c0 mesure que les v\u00e9hicules deviennent des \u201cdevices*\u201d, la fronti\u00e8re avec nos smartphones s\u2019estompe.<\/p>\n

        Et avec elle, celle entre confort num\u00e9rique et exploitation commerciale.<\/p>\n

        Pour certains, c\u2019est une \u00e9volution logique : apr\u00e8s tout, si la voiture est connect\u00e9e, pourquoi ne pas personnaliser les services, quitte \u00e0 les financer gr\u00e2ce \u00e0 la publicit\u00e9 ?<\/p>\n

        Pour d\u2019autres, c\u2019est une d\u00e9rive,\u00a0si l\u2019habitacle devient un \u00e9cran comme un autre, perd-on quelque chose de cette bulle de tranquillit\u00e9 qu\u2019il repr\u00e9sente encore ?<\/b><\/b><\/p>\n

         <\/p>\n

        *ad-supported = financ\u00e9 par la publicit\u00e9<\/p>\n

        *devices = appareil \u00e9lectronique<\/p>\n"}}]}},"yoast_head":"\nEt si la publicit\u00e9 s\u2019int\u00e9grait vraiment dans nos voitures ?<\/title>\n<meta name=\"description\" content=\"Publicit\u00e9 dans les voitures : une \u00e9volution d\u00e9j\u00e0 en marche. \u00c9crans, donn\u00e9es, s\u00e9curit\u00e9\u2026 on d\u00e9crypte ce qui pourrait transformer nos trajets.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Et si la publicit\u00e9 s\u2019int\u00e9grait vraiment dans nos voitures ?\" \/>\n<meta property=\"og:description\" content=\"Publicit\u00e9 dans les voitures : une \u00e9volution d\u00e9j\u00e0 en marche. \u00c9crans, donn\u00e9es, s\u00e9curit\u00e9\u2026 on d\u00e9crypte ce qui pourrait transformer nos trajets.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bymycar.fr\/webzine\/et-si-la-publicite-sintegrait-vraiment-dans-nos-voitures\/\" \/>\n<meta property=\"og:site_name\" content=\"Webzine auto BYmyCAR\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-19T10:09:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-19T15:36:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.bymycar.eu\/fr-webzine\/wp-content\/uploads\/medias\/339d420d-9a27-41cd-81b3-5043eb9f8603-1024x683.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Th\u00e9o C\u00e9cilia Joseph\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" 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