Covid19 – Media consumption evolution in Belgium : Tv Audiences are (probably) going to be up+20% for the foreseeable future – Web: Traditional Local Newsbrands are outperforming A/V broadcasters (Source: Havas Media / CIM)


Please find our first analysis about impact of Covid-19 on media consumption in Belgium. Additionally, we provide you some reflections about and thoughts on opportunities and on a meaningful communications approach. A few local and international examples are also included.

During these unusual times, our strategy and insights team will continue to produce these types of actionable insights.

Please, never hesitate to ask your Havas Media contact for more information or any other questions or requests.


In Television

• If we follow Italian benchmarks, audiences are probably going to be up+20% for the foreseeable future (during lockdown). First data seems to confirm this evolution.

• Meanwhile, the demand for TV adspace is declining due to cancellations of campaigns.If this trend continues, 25% more free space will be available in the month of April.

• The Belgian market is still largely a spot-by-spot buying market, which means we are facing lots of reworking with the reprogramming on all channels. However, reprogramming and larger audiences will give extra possibilities to optimize.

• Important to consider Brand Safety within current context and react accordingly:

• Cancellations are possible and will be treated without additional costs (as long as annual engagements are respected) by TV & Radio sales houses

• Think about adapting material to the crisis; very creative and last-minute adaptions that ensure a positive message have already aired

• Last minute campaigns will be met with open arms by sales houses. Opportunities for branding on TV are high, especially for FMCG sector

Web Evolution 

  • Traditional newsbrands are outperforming A/V broadcasters on the web, esp. hyperlocal brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir) are also doing well.
  • The two main TV broadcasters on the web are also doing great in the French-speaking part of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web.
  • The saleshouses adapt their commercial offers (360°) and provide flexibility through their different supports.
  • Important to consider Brand Safety within current context and react accordingly
    • Digital allow to react rapidly and change the creative material in a smoothier way than on other media
    • Thanks to brand safety, the saleshouses assure advertisers that their campaign will not be placed next unsafe content.

Former Google CEO predicts the internet will split in two — and one part will be led by China

  • Speaking at a private event hosted by Village Global VC yesterday night, tech luminary and former Google CEO Eric Schmidt predicted that the internet will bifurcate into Chinese-led and US-led versions within the next decade.
  • Under Sundar Pichai’s leadership, Google has explored the potential to launch a censored version of its search engine in China, stirring up controversy internally and outside the company.

Former Google CEO claims internet will split between U.S. & China  

Eric Schmidt, who has been the CEO of Google and executive chairman of its parent company, Alphabet, predicts that within the next decade there will be two distinct internets: one led by the U.S. and the other by China.

Schmidt shared his thoughts at a private event in San Francisco on Wednesday night convened by investment firm Village Global VC. The firm enlists tech luminaries — including Schmidt, Jeff Bezos, Bill Gates and Diane Green — as limited partners, then invests their money into early-stage tech ventures.

At the event, economist Tyler Cowen asked about the possibility of the internet fragmenting into different sub-internets with different regulations and limited access between them in coming years. “What’s the chance, say, 10 to 15 years, we have just three to four separate internets?”

Schmidt said:

“I think the most likely scenario now is not a splintering, but rather a bifurcation into a Chinese-led internet and a non-Chinese internet led by America.

If you look at China, and I was just there, the scale of the companies that are being built, the services being built, the wealth that is being created is phenomenal. Chinese Internet is a greater percentage of the GDP of China, which is a big number, than the same percentage of the US, which is also a big number.

If you think of China as like ‘Oh yeah, they’re good with the Internet,’ you’re missing the point. Globalization means that they get to play too. I think you’re going to see fantastic leadership in products and services from China. There’s a real danger that along with those products and services comes a different leadership regime from government, with censorship, controls, etc.

Look at the way BRI works – their Belt and Road Initiative, which involves 60-ish countries – it’s perfectly possible those countries will begin to take on the infrastructure that China has with some loss of freedom.”

The Belt and Road is a massive initiative by Beijing to increase China’s political and economic influence by connecting and facilitating all kinds of trade, including digital trade, between China and countries in Europe, Africa, the Middle East and Asia.

Schmidt’s predictions come at a time when his successor at Google, CEO Sundar Pichai, has stirred up controversy around the company’s strategy in China.

Reportedly, Google has been developing “Project Dragonfly,” a censored version of its search engine that could appease authorities in China. The project allegedly included a means to suppress some search results, booting them off the first page, and a means to fully block results for sensitive queries, for example, around “peaceful protests.”

What's next for Schmidt?

What’s next for Google’s Eric Schmidt? Sree Sreenivasan weighs in  

In recent weeks, hundreds of Google employees lobbied Pichai for more transparency and signed a letter saying that the reported plans raised “urgent moral and ethical issues.”

Pichai has said that Google has been “very open about our desire to do more in China,” and that the team “has been in an exploration stage for quite a while now,” and considering “many options,” but is nowhere near launching in China.

In a separate discussion last night between Schmidt and several start-up founders, he lauded Chinese tech products, services and adoption, especially in mobile payments. He noted that Starbucks in China don’t feature a register. Customers order ahead online and pay with their phones before picking up their lattes.

A business development leader with Facebook, Ime Archebong, asked Schmidt if large tech companies are doing enough good in the world.

Schmidt replied: “The judge of this is others, not us. Self-referential conversations about ‘Do I feel good about what I’m doing?’ are not very helpful. The judge is outside.”

At several points in the private discussion, Schmidt urged entrepreneurs to build products and services that are not merely addictive, but valuable. He also said not enough companies “measure the right things.” Too many focus on short-term revenue growth and satisfying shareholders, rather than what’s best for their users, society and the long-term health of their companies.

Schmidt was the CEO of Google from 2001, when he took over from co-founder Larry Page, through 2011, when Page reclaimed the reins. He remained as executive chairman of Google and then Alphabet until earlier this year.

Correction: Eric Schmidt did not specify a date by which he believed the internet would bifurcate. He was responding to a question from Tyler Cowen which specified “in the next 10 to 15 years.”

Italy Leads the EU-5 in Mobile Internet Access – eMarketer

Over half of Italy’s adult web users went online via mobile at least once weekly in October—compared to a third in France and Germany

Source: Italy Leads the EU-5 in Mobile Internet Access – eMarketer

Italy’s long-standing financial troubles have been a major roadblock to government investment in infrastructure, including the networks required for 21st-century communications systems. Improvements are still needed—but thankfully most consumers no longer struggle with underperforming fixed-line phone and internet connections, according to research from the Office of Communications (Ofcom) – UK, which covers nine countries: Australia, Japan, Sweden and the US as well as France, Germany, Italy, Spain and the UK (the EU-5).

Media Activities Conducted Weekly by Internet Users in Select Countries in Western Europe, Oct 2015 (% of respondents)

Italy offers the clearest case in the EU-5 of mobile devices eclipsing more traditional connections. Fixed infrastructure is less crucial to online access, for example. In October 2015, just 68% of adult web users in Italy used fixed broadband weekly or more often to go online, compared with 79% in the UK and 84% in France. Similarly, in Italy only six in 10 internet users made phone calls each week with a fixed-line phone at home, compared with 70% in Spain and 78% in Germany.

Overall, 89% of web users in Italy used a mobile phone or smartphone weekly in October 2015, Ofcom reported. Only Spain registered a higher incidence of mobile use that month, at 91%.

Italy was even further ahead in mobile internet use. It was the only European nation sampled by Ofcom in which more than half (51%) of online adults used a mobile handset at least once per week to access the web. Spain came closest to equaling this, with 49%. But in France, Germany, Sweden and the UK, the share of respondents going online with a mobile phone weekly was no more than 33%.

Mobile Data and Device Metrics in Italy, 2014 & 2019

Ofcom’s data tallies with eMarketer’s view that smartphones are fast becoming the key device for Italy’s internet users. An estimated 83.2% of that group will have a smartphone in 2016, and that share is expected to pass 92% in 2018.

Cisco Systems has also pointed to rapid growth in smartphone penetration in Italy, forecasting that the number of advanced handsets in use will reach 63 million in 2019. Moreover, smartphones are predicted to account for 68% of all data traffic in Italy that year, as the share of traffic passing via laptops and desktops shrinks to 5%.

– See more at:

Mary Meeker’s Internet report 2015: Mobile commands 24 percent of time spent with media but accounts for only 8 percent of ad dollars spent

One of the most-watched digital reports of the year is out—Mary Meeker’s Internet Trends—and it shows just how much room mobile advertising has to grow. Meeker runs digital investments for top Silicon Valley venture capital firm, Kleiner Perkins Caufield and Byers, and every year she releases a comprehensive breakdownof the entire Web landscape.

Meeker looks at how people around the world use the Internet, how many are on mobile, how they spend their time online, and which companies and industries stand to gain the most.

Here’s what you should be focused on this year in digital and on mobile:

  1. Mobile Internet use is growing faster than Internet usage in general: There are 2.8 billion Internet users, up 8 percent from 2014, and 2.1 billion mobile Internet users, an increase of 23 percent.
  2. Mobile data usage rose 69 percent last year, and 55 percent of mobile data traffic is from video.
  3. In 2008, Americans spent 20 minutes a day on average with the mobile Web. This year, they spend close to three hours, more time than they spend on laptops.
  4. The mobile ad industry is still short $25 billion. Mobile commands 24 percent of time spent with media but accounts for only 8 percent of ad dollars spent.
  5. Facebook and Twitter are growing but not like they used to. Revenue per user and monthly user growth is slowing. Facebook revenue per user is at $9.36, up 29 percent over last year, but growth neared 60 percent last year. Year-over-year user growth was 13 percent last quarter, the slowest growth ever.
  6. Twitter revenue per user was $5.14, an increase of 45 percent over last year, whereas growth was 80 percent last year at this time. User growth was 18 percent, down from 25 percent a year ago.
  7. The mobile ad industry as a whole grew 34 percent year over year, while desktop digital advertising only grew 11 percent.
  8. Mobile ads are getting more motion but in short bursts. There are four new styles of ad: Pinterest’s Cinematic Pins, Vessel 5-second video ads, Facebook Carousel ads, Google Local Inventory Ads.
  9. Buy buttons equal optimized for mobile, and they have popped up across Google, Facebook and Twitter.
  10. Vertical screens and vertical content are a big deal now with 29 percent of people’s daily screen time spent looking at smartphones. Five years ago, time spent in front of such vertical-oriented screens was only 5 percent of overall viewing time.
  11. Snapchat is all about vertical ads and says users watch them until the end nine times more frequently than they watch horizontal ads in its app.
  12. Snapchat now has 100 million daily active users, and the app generates 2 billion video views a day. One event like Coachella can draw 40 million video views to Snapchat Live Stories.
  13. Facebook gets 4 billion video views a day, 75 percent of which are from phones.
  14. Pinterest is getting manlier with the number of men’s fashion pins up almost 100 percent over a year ago—car and motorcycle pins were up 120 percent.
  15. Watching video games like it’s TV is becoming a top entertainment choice. Video game streaming site Twitch has 100 million monthly users now, an increase of or 122 percent.
  16. Twitch can draw 1 million viewers at the same time.
  17. Teens continue to be trendsetters. The five most important social networks for U.S. teens, in order, are Instagram, Twitter, Facebook, Snapchat and Tumblr.
  18. E-commerce is starting to pick up, with $300 billion in spending last year representing 9 percent of retail sales. E-sales accounted for less than 1 percent of retail revenue in 1998.
  19. Alibaba, China’s e-commerce giant, has more than $350 billion worth of merchandise on its platform. Amazon has closer to $100 billion worth.
  20. Online, on-demand platforms are growing. Airbnb, for instance, has booked 35 million guests—25 million of those were in the last year. Uber drivers are up sixfold to more than 1 million. Etsy has 1.4 million sellers, up 26 percent.
  21. The average Etsy seller makes $1,400 a year. The average Airbnb host makes $7,700 a year in New York.
  22. China is huge and can be big for content. A documentary about smog, Under the Dome, got 200 million views in three days, and 41 percent came from the messaging app WeChat.
  23. WeChat can be used for government services, too, in China, where it has 550 million users.
  24. India will be the next frontier, opening opportunities for Facebook, YouTube, Twitter, LinkedIn and Amazon.

The Internet of Things has four big data problems – O’Reilly Radar

The Internet of Things has four big data problems – O’Reilly Radar.

The IoT and big data are two sides of the same coin; building one without considering the other is a recipe for doom.


The Internet of Things (IoT) has a data problem. Well, four data problems. Walking the halls of CES in Las Vegas last week, it’s abundantly clear that the IoT is hot. Everyone is claiming to be the world’s smartest something. But that sprawl of devices, lacking context, with fragmented user groups, is a huge challenge for the burgeoning industry.

What the IoT needs is data. Big data and the IoT are two sides of the same coin. The IoT collects data from myriad sensors; that data is classified, organized, and used to make automated decisions; and the IoT, in turn, acts on it. It’s precisely this ever-accelerating feedback loop that makes the coin as a whole so compelling.

Nowhere are the IoT’s data problems more obvious than with that darling of the connected tomorrow known as the wearable. Yet, few people seem to want to discuss these problems:

Problem one: Nobody will wear 50 devices

If there’s one lesson today’s IoT start-ups have learned from their failed science project predecessors, it’s that things need to be simple and turnkey. As a result, devices are designed to do one thing really well. A corollary of this is that there’s far too much specialization happening — a device specifically, narrowly designed to measure sleep, or eating speed, or knee health.

Unfortunately, nobody’s going to charge, manage, and wear 50 devices, looking like a demented garage-sale cyborg. VentureBeat’s Harrison Weber managed to try on 56 different wearables at CES.

With this many competitors, the industry will crash. Wearables today are a digital quilt, a strange patchwork of point solutions trying to blanket a human life. To achieve simplicity, companies have over-focused on a single problem, or a single use case, deluding themselves that their beach-head is actually a sustainable market. The aisles of CES were littered with digital yoga mats, smart sun sensors, epilepsy detectors, and instrumented snowboard bindings.

Problem two: More inference, less sensing

Consider the aforementioned sun sensor. Do you really need a wristband that senses how much sunlight you’ve been exposed to? Or can your smartphone instead measure light levels periodically (which it does to determine screen brightness anyway), decide whether you’re outside, and check the UV index? The latter is inference, rather than sensing, and it’s probably good enough.

When the IoT sprawl finally triggers a mass extinction, only a few companies will survive. Many of the survivors will be the ones that can discover more information by inference, and that means teams that have a data science background.

Early versions of Jawbone’s wearable, for example, asked wearers to log their activity manually. More recent versions are smarter: the device notices a period of activity, guesses at what that activity was by comparing it to known patterns — were you playing basketball for a half hour? — and uses your response to either reinforce its guess, or to update its collective understanding of what basketball feels like.

Problem three: Datamandering

This sprawl of devices also means a sprawl of data. Unless you’re one of the big wearable players — Jawbone, Fitbit, Withings and a handful of others — you probably don’t have enough user data to make significant breakthrough discoveries about your users’ lives. This gives the big players a strong first-mover advantage.

When the wearables sector inevitably consolidates, all the data that failed companies collected will be lost. There’s little sharing of information across product lines, and export is seldom more than a comma-separated file.

Consider that one of the strongest reasons people don’t switch from Apple to Android is the familiarity of the user experience and the content in iTunes. Similarly, in the IoT world, interfaces and data discourage switching. Unfortunately, this means constant wars over data formats in a strange kind of digital jerrymandering — call it datamandering — as each vendor jockeys for position, trying to be the central hub of our health, parenting, home, or finances.

As Samsung CEO BK Yoon said in his CES keynote, “I’ve heard people say they want to create a single operating system for the Internet of Things, but these people only work with their own devices.”

Walking CES, you see hundreds of manufacturers from Shenzhen promoting the building blocks of the IoT. Technologies like fabric sensors — which only months ago were freshly released from secret university labs and lauded on tech blogs — can now be had at scale from China. Barriers to entry crumble fast. What remains for IoT companies are attention, adoption, and data.

When technical advances erode quickly, companies have little reason to cooperate on the data they collect. There’s no data lake in wearables, just myriad jealously guarded streams.

Problem four: Context is everything

If data doesn’t change your behavior, why bother collecting it? Perhaps the biggest data problem the IoT faces is correlating the data it collects with actions you can take. Consider V1bes, which calls itself a “mind app.” It measures stress levels and brain activity. Sociometric Solutions does the same thing by listening to the tone of my voice, and can predict my stress levels accurately.

That sounds useful: it’d be great to see how stressed I was at a particular time, or when my brain was most active. But unless I can see the person to whom I was talking, or hear the words I was thinking about, at that time, it’s hard to do anything about it. The data tells me I’m stressed; it doesn’t tell me who’s triggering my chronic depression or who makes my eyes light up.

There might be hope here. If I had a photo stream of every day, and with it a voice recorder, I might be able to see who I was with (and whom to avoid). Start-ups likeNarrative Clip, which constantly logs my life by taking a photo every 30 seconds and using algorithms to decide which of those photos are interesting, might give me a clue about what triggered my stress. And portable recorders like Kapture can record conversations with time stamps; their transcripts, analyzed, could help me understand how I react to certain topics.

Ultimately, it’s clear that the Internet of Things is here to stay. We’re in the midst of an explosion of ideas, but many of them are stillborn, either too specific or too disconnected from the context of our lives to have true meaning. The Internet of Things and big data are two sides of the same coin, and building one without considering the other is a recipe for doom.


The latest edition of the annual Internet Trends of KPCB (Kleiner Perkins Caufield & Byer) is out ! 164 inspiring slides.

The latest edition of the annual Internet Trends report includes: 
1. Key Internet trends showing slowing Internet user growth but strong smartphone, tablet and mobile data traffic growth as well as rapid growth in mobile advertising. 
2. Emerging positive efficiency trends in education and healthcare. 
3. High-level trends in messaging, communications, apps and services. 
4. Data behind the rapid growth in sensors, uploadable / findable / shareable data, data mining tools, and pattern recognition. 
5. Context on the evolution of online video. 
6. Observations about online innovation in China. 

AT Internet lance une offre de tracking TV to Web – Offremedia

AT Internet lance une offre de tracking TV to Web – Offremedia.


Le 13/05/2014


AT Internet lance une solution d’analyse en temps réel des effets de la publicité TV sur les autres écrans. Son objectif est de détecter le trafic web généré par la campagne TV, d’identifier la source de trafic (SEO, accès directs…), de mesurer les re-visites (ultérieures à la diffusion du spot) et de qualifier les internautes en termes socio-démographiques.
Outre une mesure du ROI, à travers les conversions générées sur le site web, l’outil permet d’identifier les combinaisons «spot/chaîne/heure» les plus efficaces.
La technologie est basée sur une reconnaissance du flux audio/vidéo via un système de fingerprinting et l’intégration simultanée d’un tag. La solution est disponible pour un univers de 33 chaînes suivies en France.
Les annonceurs ont accès à des tableaux de bord synthétiques : volumétries d’audiences qualifiées par cible (CSP, âge, centres d’intérêts…), taux de conversion, mesure des visiteurs suivant la diffusion du spot TV… Les performances sont comparées à des benchmarks hors campagne TV, afin de déterminer l’impact réel de la campagne TV. La solution est disponible en France, Allemagne, Espagne, Italie et au Royaume-Uni, et sera lancée aux USA et au Brésil.
AT Internet présente cette solution à travers une infographie prenant en exemple la Coupe du monde de football, un événement majeur pour le tracking TV et la mesure du drive-to-web.


Publicité : Internet a dépassé la télévision pour la première fois (USA)

Publicité : Internet a dépassé la télévision pour la première fois.

Les dépenses publicitaires réalisées sur Internet ont dépassé pour la première fois, en 2013, les investissements des annonceurs sur la télévision. Ce record n’est cependant pas mondial et porte en effet exclusivement sur le marché américain.

Ainsi selon l’IAB, qui regroupe les industriels de la publicité en ligne, la pub sur Internet a représenté 42,8 milliards de dollars de revenus en 2013, aux Etats-Unis. Plus donc que la publicité sur le petit écran (40,1 milliards $).

Croissance molle en Europe 

Hors mobile, le segment du « display » est celui pour qui la croissance a été la plus forte (30%) à 12,8 milliards de dollars. En taille, le marché de la recherche sponsorisée, en croissance plus modérée (+9%), reste néanmoins le plus important (18,4 milliards $).

Si en Europe, la croissance du marché de la publicité en ligne est au ralenti (+3% en France), de l’autre côté de l’Atlantique, les recettes publicitaires ont augmenté de 17% l’année dernière. Une augmentation à laquelle la publicité sur mobile a largement contribué à hauteur de 7,1 milliards de dollars (+110% par rapport à 2012).

« L’information selon laquelle l’interactif a dépassé en performances la diffusion TV ne devrait pas être une surprise » assure le directeur de l’IAB, Randall Rothenberg. Selon lui, ces chiffres ne font que souligner la puissance des écrans numérique pour atteindre et engager les audiences

Internet Ad Spending Beat Broadcast TV for First Time Last Year (USA)

Internet Ad Spending Beat Broadcast TV for First Time Last Year | WORTH SEO PANDA.

Revenue from U.S. Internet advertising beat broadcast television advertising for the first time in 2013, driven by a surge of spending in mobile ads

Digital ad sales in the U.S. hit $42.8 billion [≈ AT&T T-Mobile purchase], up 17% from 2012, according to data complied by PricewaterhouseCoopers and released by the Interactive Advertising Bureau. Search revenue remains the leader with a little less than half the market.

TV still accounts for the bulk of U.S. ad spending. Broadcast and cable combined to bring in $74.5 billion[≈ cost of 1988 US drought].


Internet représente un quart de la publicité en Europe, Actualités

Internet représente un quart de la publicité en Europe, Actualités.

Par Nicolas Rauline | 28/08 | 21:02

La Russie est déjà le quatrième marché d’Europe. Elle pourrait ravir à la France sa place sur le podium européen.

Internet représente un quart de la publicité en Europe - AFP

Internet représente un quart de la publicité en Europe – AFP

La publicité en ligne reste dynamique en Europe. Selon l’AdEx Benchmark Report publié par IHS et l’InterActive Bureau (IAB) Europe, qui régit les standards de la publicité en ligne, elle a atteint un nouveau plus haut l’an dernier sur le Vieux Continent, avec des investissements globaux de 24,3 milliards d’euros. Elle a donc progressé de 11,5 % en 2012, largement au-dessus des autres médias. Et la publicité en ligne pèse désormais un quart du marché de la publicité (25,6 %), alors qu’elle ne représentait que 10,3 % en 2006. L’écart se réduit avec la télévision, dont le marché est estimé par l’IAB à 28,1 milliards d’euros, tandis qu’Internet devance désormais nettement la presse quotidienne(19,3 milliards l’an dernier). En additionnant les investissements sur la presse magazine(8,7 milliards), le papier reste néanmoins au-dessus d’Internet.

La croissance est tirée par la vitalité de certains marchés moins matures. Les troispremiers marchés européens grandissent en effet à des rythmes moins soutenus. Le Royaume-Uni a connu l’an dernier une croissance de ses investissements publicitaires en ligne de 13,3 % (à 6,64 milliards d’euros), l’Allemagne de 8,6 % (4,56 milliards) et la France de 6,3 % (2,77 milliards). A l’inverse, la Russie (34 % à 1,54 milliard) et la Turquie (30,4 % à 459 millions) progressent de façon soutenue. La Russie est déjà le quatrième marché d’Europe et pourrait ravir à la France sa place sur le podium européen. L’étude montre aussi que, rapporté au nombre d’habitants de chaque pays, c’est en Europe du Nord que le marché de la publicité en ligne est le plus mature, avec117,4 euros investis par an et par habitant, devant le Danemark (93,8 euros), le Royaume-Uni (93,4 euros) et la Suède (73,9 euros).

La vidéo sur Internet, vecteur de croissance

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Dans le détail, l’IAB montre aussi que les liens sponsorisés continuent de dominer le marché. Sur l’ensemble de l’Europe, ils représentent 48,8 % du marché, contre 47,1 % en 2011. Le « display » (bannières et vidéo) ne représente que 32,4 % des investissements publicitaires en ligne et les petites annonces 18,5 %. Enfin, les investissements sur mobile restent encore embryonnaires (5% du display), hormis au Royaume-Uni. Outre-Manche, le secteur pèse déjà 184,9 millions d’euros, contre 47,8 millions d’euros en Allemagne et 43 millions en France. Le marché pourrait néanmoins se développer rapidement, les taux de progression atteignant 150 % au Royaume-Uni ou 80 % en Russie. Autre vecteur de croissance du marché : la vidéo, dont les investissements publicitaires ont représenté l’an dernier 12,9 % du « display » en Europe.