{"id":12951,"date":"2026-01-14T16:03:17","date_gmt":"2026-01-14T15:03:17","guid":{"rendered":"https:\/\/wemedia.be\/?p=12951"},"modified":"2026-01-14T16:23:50","modified_gmt":"2026-01-14T15:23:50","slug":"publicite-papier-et-numerique-un-ecart-environnemental-significatif","status":"publish","type":"post","link":"https:\/\/wemedia.be\/fr\/nieuws\/publicite-papier-et-numerique-un-ecart-environnemental-significatif\/","title":{"rendered":"Publicit\u00e9 papier et num\u00e9rique : un \u00e9cart environnemental significatif"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><strong>Selon une nouvelle \u00e9tude de l\u2019institut allemand \u00d6ko publi\u00e9e en novembre 2025, la publicit\u00e9 papier aurait un impact environnemental nettement inf\u00e9rieur \u00e0 celui de la publicit\u00e9 num\u00e9rique .<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les prospectus papier \u00e9mettent beaucoup moins de CO\u2082 que leurs \u00e9quivalents num\u00e9riques, et les publicit\u00e9s imprim\u00e9es seraient environ 30 % plus \u00e9cologiques. \u00c0 l\u2019inverse, la publicit\u00e9 num\u00e9rique g\u00e9n\u00e8re une forte empreinte carbone, principalement en raison du volume de donn\u00e9es transitant par les r\u00e9seaux, de l\u2019usage des appareils \u00e9lectroniques et des technologies comme le tracking, la personnalisation et l\u2019IA, dont certains impacts n\u2019ont m\u00eame pas pu \u00eatre pleinement mesur\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par ailleurs, les prospectus papier restent largement lus, avec une audience stable aux Pays-Bas. Ces r\u00e9sultats am\u00e8nent les annonceurs et strat\u00e8ges m\u00e9dias \u00e0 reconsid\u00e9rer leurs choix en int\u00e9grant davantage le crit\u00e8re \u00e9cologique. L\u2019imprimerie et le papier apparaissent sous un jour plus favorable, les campagnes traditionnelles pouvant \u00eatre int\u00e9gr\u00e9es de mani\u00e8re responsable dans le mix marketing, d\u2019autant que le secteur graphique a fortement investi depuis des ann\u00e9es dans la durabilit\u00e9, la r\u00e9duction des \u00e9missions, le recyclage et l\u2019utilisation d\u2019\u00e9nergies vertes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Envie de lire les r\u00e9sultats de l\u2019\u00e9tude dans leur int\u00e9gralit\u00e9 ? <a href=\"https:\/\/www.oeko.de\/publikation\/vergleichende-bewertung-des-treibhausgaspotenzials-von-printwerbung-im-vergleich-zu-online-werbung\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cliquez ICI.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AVEZ-VOUS DEJA LU CECI ?<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/comment-the-guardian-contexte-et-iliffe-media-remportent-la-bataille-des-abonnements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Comment The Guardian, Contexte et Iliffe Media remportent la bataille des abonnements<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/evolutions-cles-lors-de-ledition-2025-de-we-media-afternoon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evolutions cl\u00e9s lors de WE MEDIA Afternoon 2025<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/5-strategies-instagram-de-magazines-internationaux\/\">5 strat\u00e9gies Instagram de magazines internationaux<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/wemedia.be\/fr\/nieuws\/pourquoi-assiste-t-on-a-un-renouveau-du-print-aujourdhui\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pourquoi assiste-t-on \u00e0 un renouveau du print aujourd\u2019hui ?<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selon une nouvelle \u00e9tude de l\u2019institut allemand \u00d6ko publi\u00e9e en novembre 2025, la publicit\u00e9 papier aurait un impact environnemental nettement inf\u00e9rieur \u00e0 celui de la publicit\u00e9 num\u00e9rique . Les prospectus papier \u00e9mettent beaucoup moins de CO\u2082 que leurs \u00e9quivalents num\u00e9riques, et les publicit\u00e9s imprim\u00e9es seraient environ 30 % plus \u00e9cologiques&#8230;.<\/p>\n","protected":false},"author":8,"featured_media":12952,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[59],"tags":[],"class_list":["post-12951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Publicit\u00e9 papier et num\u00e9rique : un \u00e9cart environnemental significatif - WE MEDIA<\/title>\n<meta name=\"description\" content=\"Selon une \u00e9tude de l\u2019institut allemand \u00d6ko, la publicit\u00e9 papier aurait un impact environnemental inf\u00e9rieur \u00e0 celui de la publicit\u00e9 num\u00e9rique .\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/fr\/nieuws\/publicite-papier-et-numerique-un-ecart-environnemental-significatif\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 papier et num\u00e9rique : un \u00e9cart environnemental significatif - 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