{"id":28241,"date":"2026-02-19T12:51:48","date_gmt":"2026-02-19T11:51:48","guid":{"rendered":"https:\/\/new.optidigital.com\/?p=28241"},"modified":"2026-02-23T15:20:49","modified_gmt":"2026-02-23T14:20:49","slug":"clubic","status":"publish","type":"post","link":"https:\/\/new.optidigital.com\/fr\/ressources\/etudes-de-cas\/clubic\/","title":{"rendered":"Clubic"},"content":{"rendered":"\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube responsive-video wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Clubic and Opti Digital&#039;s Winning 8-Year Strategy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/ps3azzZArqg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">\u00c0 Propos de Clubic<\/h2>\n\n\n\n<p>Fond\u00e9 il y a plus de 25 ans, <strong>CLUBIC<\/strong> est l\u2019une des principales marques m\u00e9dia technologiques en France et une r\u00e9f\u00e9rence incontournable de l\u2019actualit\u00e9 digitale et high-tech.<\/p>\n\n\n\n<p>Touchant chaque mois des millions de lecteurs, la plateforme propose des analyses approfondies, des tests produits, des guides pratiques et des expertises couvrant l\u2019ensemble de l\u2019\u00e9cosyst\u00e8me technologique, aussi bien grand public que professionnel.<\/p>\n\n\n\n<p>Clubic fait partie du <strong>Groupe EBRA<\/strong>, renfor\u00e7ant ainsi sa position au sein de l\u2019\u00e9cosyst\u00e8me num\u00e9rique fran\u00e7ais, tout en conservant une forte ind\u00e9pendance \u00e9ditoriale et un engagement constant en faveur de la performance, de l\u2019innovation et de l\u2019exp\u00e9rience utilisateur.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">Le D\u00e9fi : Maintenir une Valeur Premium Face aux Pressions du March\u00e9<\/h2>\n\n\n\n<p>En 2018, apr\u00e8s avoir travaill\u00e9 avec plusieurs r\u00e9gies, Clubic souhaitait mon\u00e9tiser son audience programmatique sans interm\u00e9diaire. Opti Digital a \u00e9t\u00e9 l\u2019une des premi\u00e8res solutions \u00e0 permettre \u00e0 des \u00e9diteurs sans \u00e9quipe AdTech de g\u00e9rer leur inventaire programmatique dans les m\u00eames conditions que des groupes m\u00e9dias disposant d\u2019\u00e9quipes d\u00e9di\u00e9es.<\/p>\n\n\n\n<p>Aujourd\u2019hui, les \u00e9diteurs premium comme Clubic doivent composer avec une pression accrue : budgets publicitaires en baisse, eCPMs d\u00e9clinants, mont\u00e9e du zero-click et n\u00e9cessit\u00e9 de prot\u00e9ger leur image de marque.<\/p>\n\n\n\n<p>Pour conserver une croissance durable, Clubic avait besoin d\u2019un partenaire capable d\u2019agir sur deux piliers essentiels :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Protection de la Marque :<\/strong> Maintenir les <strong>Core Web Vitals<\/strong> (Signaux Web Essentiels), l&rsquo;int\u00e9grit\u00e9 de l&rsquo;<strong>exp\u00e9rience utilisateur (UX)<\/strong> et la <strong>confiance de l&rsquo;audience<\/strong> \u2013 les \u00e9l\u00e9ments non n\u00e9gociables qui soutiennent la publicit\u00e9 premium.<\/li>\n\n\n\n<li><strong>Une Croissance des Revenus :<\/strong> exploiter les donn\u00e9es sur l\u2019ensemble du funnel pour g\u00e9n\u00e9rer des eCPMs et des revenus plus \u00e9lev\u00e9s.<\/li>\n<\/ol>\n\n\n\n<p><em>\u00ab\u00a0D\u00e8s le d\u00e9but, Opti Digital a fait bien plus que fournir une technologie : les \u00e9quipes ont analys\u00e9 nos performances, compris notre audience et nos contenus, et propos\u00e9 des actions concr\u00e8tes. Cet accompagnement humain et personnalis\u00e9 a \u00e9t\u00e9 essentiel pour optimiser durablement notre inventaire.\u00a0\u00bb<\/em><\/p>\n\n\n\n<p><em>\u2014 Philippe du Noyer, Directeur G\u00e9n\u00e9ral Clubic<\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">La Solution Opti Digital : Un Service G\u00e9r\u00e9 Guid\u00e9 par l&rsquo;Intelligence<\/h2>\n\n\n\n<p>Depuis huit ans, Clubic s\u2019appuie sur l\u2019Ad Manager Hub comme technologie centrale pour piloter et optimiser sa mon\u00e9tisation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">R\u00e9capitulatif : Le Parcours de 8 Ans vers l&rsquo;Ind\u00e9pendance et la Croissance<\/h3>\n\n\n\n<p>Depuis 2018, Opti Digital a accompagn\u00e9 Clubic \u00e0 travers chaque \u00e9tape strat\u00e9gique \u2014 de la construction de sa pile publicitaire propri\u00e9taire et de l\u2019\u00e9tablissement d\u2019un cadre de brand safety solide, au d\u00e9ploiement de formats innovants.<\/p>\n\n\n\n<p><strong>D\u00e8s la premi\u00e8re ann\u00e9e, le partenariat a prouv\u00e9 sa valeur : pour chaque 1,00 \u20ac investi dans la technologie et les services Opti Digital, Clubic a g\u00e9n\u00e9r\u00e9 2,58 \u20ac de revenu net suppl\u00e9mentaire par rapport \u00e0 sa mon\u00e9tisation pr\u00e9c\u00e9dente.<\/strong> Ce ROI de 158% a pos\u00e9 les bases d\u2019une croissance durable.<\/p>\n\n\n\n<p>Cet engagement continu en mati\u00e8re de strat\u00e9gie et d\u2019optimisation a directement contribu\u00e9 aux r\u00e9sultats obtenus en 2025.<\/p>\n\n\n\n<p><em>\u00ab\u00a0Huit ans apr\u00e8s le d\u00e9but de notre partenariat, nous continuons \u00e0 progresser malgr\u00e9 un contexte d\u2019audience web moins soutenu qu\u2019il y a 8 ans. Cela refl\u00e8te non seulement la solidit\u00e9 de la technologie, mais aussi la valeur de la collaboration humaine et strat\u00e9gique avec Opti Digital.\u00a0\u00bb<\/em><\/p>\n\n\n\n<p><em>\u2014 Philippe du Noyer, Directeur G\u00e9n\u00e9ral Clubic<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Pilier 1 : P\u00e9rennisation et Protection de l&rsquo;Audience<\/h3>\n\n\n\n<p>Clubic fonde sa croissance sur l&rsquo;excellence technique et la confiance de l&rsquo;audience. Ce pilier visait \u00e0 garantir que la croissance des revenus ne compromette pas cette confiance.&nbsp;<\/p>\n\n\n\n<p><strong>Performance et Stabilit\u00e9 de la Plateforme<\/strong><\/p>\n\n\n\n<p>Chez Clubic, la web performance est un<strong> enjeu majeur,<\/strong> tant pour le confort de lecture que pour le SEO.&nbsp;<\/p>\n\n\n\n<p>Opti Digital a maintenu une configuration <strong>ultra-l\u00e9g\u00e8re<\/strong>, maximisant les <strong>CWV<\/strong>. Cela a \u00e9t\u00e9 rendu possible par une analyse approfondie et en <strong>temps r\u00e9el<\/strong> surveillant chaque facteur de performance cl\u00e9, y compris la <strong>vitesse des publicit\u00e9s<\/strong> (<strong>x4 plus rapide<\/strong> par rapport \u00e0 une pile publicitaire standard) et le temps de chargement des scripts.&nbsp;<\/p>\n\n\n\n<p>Les am\u00e9liorations cl\u00e9s ont \u00e9t\u00e9 valid\u00e9es via des tests A\/B, contribuant \u00e0 de meilleurs signaux SEO, une meilleure r\u00e9tention et une plateforme plus stable.<\/p>\n\n\n\n<p><strong>Analyse du Consentement&nbsp;<\/strong><\/p>\n\n\n\n<p>Une refonte strat\u00e9gique du CMP, test\u00e9e et prouv\u00e9e en A\/B, a permis <strong>+10 points de consentement positif<\/strong>, renfor\u00e7ant l\u2019acc\u00e8s \u00e0 un inventaire plus qualifi\u00e9 et mieux mon\u00e9tis\u00e9 aupr\u00e8s des marques premium.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Pilier 2 : L\u2019Optimisation des Revenus<\/h3>\n\n\n\n<p>Le rythme d\u2019innovation d\u2019Opti Digital a \u00e9t\u00e9 un facteur cl\u00e9. Les nouveaux formats, comportements et optimisations r\u00e9guli\u00e8res ont permis \u00e0 Clubic de maximiser le rendement de son inventaire et de continuer \u00e0 progresser ann\u00e9e apr\u00e8s ann\u00e9e.<\/p>\n\n\n\n<p><strong>Optimisation de l&rsquo;Inventaire Bas\u00e9e sur les Donn\u00e9es<\/strong><\/p>\n\n\n\n<p>Une analyse fine du contenu et des comportements utilisateurs a orient\u00e9 des ajustements cibl\u00e9s.<\/p>\n\n\n\n<p>Exemple : l\u2019ajustement dynamique des insertions publicitaires dans la section <strong>Bons Plans<\/strong>, valid\u00e9 en A\/B, a entra\u00een\u00e9 un <strong>x4 sur le revenu<\/strong> \u2014 sans impact sur la performance du site.<\/p>\n\n\n\n<p><strong>Strat\u00e9gie Proactive de Rendement et de Demande<\/strong><\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 une marketplace soigneusement s\u00e9lectionn\u00e9e et \u00e0 une solution de prix planchers dynamiques, certains emplacements ont enregistr\u00e9 jusqu\u2019\u00e0 <strong>+40% de revenu<\/strong>.<\/p>\n\n\n\n<p>L\u2019int\u00e9gration de trois partenaires de demande premium a renforc\u00e9 la concurrence tout en garantissant un haut niveau de qualit\u00e9.<\/p>\n\n\n\n<p>Cette \u00e9tude de cas montre que, lorsqu\u2019un \u00e9diteur prot\u00e8ge ses fondamentaux \u2014 performance, qualit\u00e9, data \u2014 il peut continuer \u00e0 cro\u00eetre m\u00eame dans un march\u00e9 sous pression.&nbsp;<\/p>\n\n\n\n<p>Opti Digital fournit le cadre strat\u00e9gique et technologique permettant \u00e0 des \u00e9diteurs premium comme Clubic de s\u00e9curiser une croissance durable.<\/p>\n\n\n\t<div class=\"comment-section section-top-spacing section-bottom-spacing\">\n\t\t<div class=\"comment-section_inner\">\n\t\t\t<h4>\"Les partenariats sont avant tout une histoire d\u2019humains et de confiance. Dans un march\u00e9 adtech tr\u00e8s dynamique, le fait que nous travaillions avec Opti Digital depuis nos d\u00e9buts t\u00e9moigne de la qualit\u00e9 de leurs prestations et de la confiance r\u00e9ciproque entre nos \u00e9quipes.\"<\/h4>\n\t\t\t<div class=\"comment-author\">\n\t\t\t\t\t\t\t\t<p><b>Philippe du Noyer<\/b>Directeur G\u00e9n\u00e9ral Clubic<\/p>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\">\u00c0 Propos d\u2019Opti Digital&nbsp;<\/h2>\n\n\n\n<p>Opti Digital est la plateforme premium qui permet aux \u00e9diteurs num\u00e9riques de&nbsp;<strong>maximiser leurs revenus publicitaires tout en prot\u00e9geant l\u2019exp\u00e9rience utilisateur et la performance du site.<\/strong><\/p>\n\n\n\n<p>Notre solution&nbsp;<strong>Ad Manager Hub<\/strong>, disponible en Saas ou manag\u00e9, s\u2019int\u00e8gre parfaitement \u00e0 Google Ad Manager pour optimiser la valeur de l\u2019inventaire publicitaire sur les formats Display, Natif, Vid\u00e9o et originaux, offrant une&nbsp;<strong>solution ultra-l\u00e9g\u00e8re&nbsp;<\/strong>qui pr\u00e9serve les Core Web Vitals et la performance SEO.<\/p>\n\n\n\n<p>En compl\u00e9ment,&nbsp;<strong>Demand Hub&nbsp;<\/strong>donne acc\u00e8s \u00e0 une&nbsp;<strong>demande unique&nbsp;<\/strong>en connectant votre inventaire \u00e0 des PMP provenant d\u2019annonceurs premium. Il s\u00e9lectionne des inventaires de haute qualit\u00e9 et \u00e0 forte visibilit\u00e9, en utilisant des&nbsp;<strong>formats uniques et impactants<\/strong>, ainsi qu\u2019une&nbsp;<strong>technologie IA pr\u00e9dictive<\/strong>&nbsp;pour optimiser l\u2019attention et maximiser le revenu.&nbsp;<\/p>\n\n\n\n<p>Quant \u00e0 la solution&nbsp;<strong>Yield Hub<\/strong>, elle g\u00e8re dynamiquement les planchers de prix et les changements du march\u00e9 en temps r\u00e9el, garantissant que chaque impression est vendue \u00e0 sa v\u00e9ritable valeur tout en maintenant&nbsp;<strong>un volume d\u2019ench\u00e8res \u00e9lev\u00e9 et une mon\u00e9tisation durable.<\/strong><\/p>\n\n\n\n<p>Ensemble, ces solutions offrent aux \u00e9diteurs un contr\u00f4le granulaire, une transparence totale et une efficacit\u00e9 op\u00e9rationnelle, leur permettant&nbsp;<strong>d\u2019augmenter leurs revenus, de fid\u00e9liser leurs audiences et d\u2019assurer une croissance durable.<\/strong><\/p>\n\n\n\n<p><strong>Plus de 10 000 sites web<\/strong> et applications dans le monde, dont des \u00e9diteurs majeurs comme Gizmodo, Webedia, Sportskeeda, Valnet, Venatus, The Objective et Orange, font confiance \u00e0 Opti Digital pour transformer leurs d\u00e9fis publicitaires num\u00e9riques en r\u00e9sultats mesurables, maximisant les revenus tout en maintenant les audiences engag\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>+10% de RPM en 2025 : La Strat\u00e9gie Gagnante de Clubic et Opti Digital sur 8 Ans <\/p>\n","protected":false},"author":13,"featured_media":28225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[582],"tags":[],"class_list":["post-28241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas"],"acf":[],"yoast_head":"<!-- This site is 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