{"id":47271,"date":"2025-10-18T09:00:00","date_gmt":"2025-10-18T09:00:00","guid":{"rendered":"https:\/\/journalintegration.com\/?p=47271"},"modified":"2025-10-17T13:00:09","modified_gmt":"2025-10-17T13:00:09","slug":"publicite-au-cameroun-regard-appuye-sur-un-marche-trop-flou","status":"publish","type":"post","link":"https:\/\/journalintegration.com\/index.php\/2025\/10\/18\/publicite-au-cameroun-regard-appuye-sur-un-marche-trop-flou\/","title":{"rendered":"Publicit\u00e9 au Cameroun: regard appuy\u00e9 sur un march\u00e9 trop flou"},"content":{"rendered":"\n<p><em>A en croire des sources officielles, le minist\u00e8re de la Communication (Mincom) a engag\u00e9 une d\u00e9marche in\u00e9dite visant \u00e0 quantifier et structurer le march\u00e9 de la publicit\u00e9 au Cameroun. Le d\u00e9partement minist\u00e9riel a lanc\u00e9 un appel d\u2019offres national restreint, en proc\u00e9dure d\u2019urgence, pour recruter un cabinet d\u2019\u00e9tude ou un groupement de consultants charg\u00e9 d\u2019en \u00e9valuer la port\u00e9e \u00e9conomique.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"317\" src=\"https:\/\/journalintegration.com\/wp-content\/uploads\/2025\/10\/0910-22599-le-gouvernement-recrute-un-cabinet-pour-evaluer-le-poids-economique-du-marche-publicitaire_L.jpg\" alt=\"\" class=\"wp-image-47272\" style=\"width:793px;height:auto\" srcset=\"https:\/\/journalintegration.com\/wp-content\/uploads\/2025\/10\/0910-22599-le-gouvernement-recrute-un-cabinet-pour-evaluer-le-poids-economique-du-marche-publicitaire_L.jpg 500w, https:\/\/journalintegration.com\/wp-content\/uploads\/2025\/10\/0910-22599-le-gouvernement-recrute-un-cabinet-pour-evaluer-le-poids-economique-du-marche-publicitaire_L-300x190.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p>L\u2019op\u00e9ration, financ\u00e9e par le Budget d\u2019investissement public (BIP) du minist\u00e8re de l\u2019\u00c9conomie, de la Planification et de l\u2019Am\u00e9nagement du territoire (Minepat) pour l\u2019exercice 2025-2026, a pour objectif de doter les autorit\u00e9s d\u2019un outil d\u2019aide \u00e0 la d\u00e9cision fond\u00e9 sur des donn\u00e9es fiables et actualis\u00e9es. <\/p>\n\n\n\n<p>Cette \u00e9tude doit permettre de mesurer le poids \u00e9conomique du march\u00e9 publicitaire, d\u2019\u00e9valuer son impact sur les entreprises et d\u2019analyser son r\u00f4le dans le financement des m\u00e9dias nationaux. Elle portera notamment sur l\u2019identification et la cartographie des acteurs du secteur, qu\u2019il s\u2019agisse des r\u00e9gies publicitaires, des agences-conseils ou des courtiers. Elle s\u2019int\u00e9ressera \u00e9galement au volume des investissements publicitaires r\u00e9alis\u00e9s aussi bien par l\u2019\u00c9tat, les collectivit\u00e9s publiques, que par les entreprises publiques et parapubliques. <\/p>\n\n\n\n<p>L\u2019analyse inclura la r\u00e9partition de ces investissements entre le march\u00e9 local et international, ainsi qu\u2019entre les diff\u00e9rents m\u00e9dias et supports publicitaires. Enfin, le rapport attendu devra formuler des recommandations destin\u00e9es \u00e0 rationaliser le financement de la presse \u00e0 travers une meilleure organisation du march\u00e9 publicitaire.<\/p>\n\n\n\n<p>Au-del\u00e0 du diagnostic, cette initiative s\u2019inscrit dans une volont\u00e9 de r\u00e9organiser la fili\u00e8re, aujourd\u2019hui fragment\u00e9e, afin d\u2019en faire un levier durable de financement pour les m\u00e9dias camerounais. Elle r\u00e9pond aussi \u00e0 la n\u00e9cessit\u00e9 de rendre plus transparent un secteur encore marqu\u00e9 par des pratiques informelles et des d\u00e9s\u00e9quilibres structurels. \u00c0 l\u2019issue de l\u2019appel \u00e0 manifestation d\u2019int\u00e9r\u00eat, trois structures ont \u00e9t\u00e9 pr\u00e9qualifi\u00e9es : Polygone SARL, arriv\u00e9e en t\u00eate avec une note de 94\/100, suivie du groupement Da r e d a b \u2013 F i s c a g e s t (76,5\/100) et de Knowledge Consulting (75,5\/100). Le choix final du prestataire devrait intervenir dans les prochaines semaines, au terme de la proc\u00e9dure d\u2019\u00e9valuation technique et financi\u00e8re.<\/p>\n\n\n\n<p>Dans un contexte o\u00f9 de nombreux m\u00e9dias camerounais peinent \u00e0 assurer leur viabilit\u00e9 \u00e9conomique, le Mincom esp\u00e8re, \u00e0 travers cette \u00e9tude, structurer le march\u00e9 publicitaire et clarifier les flux financiers qui le traversent. L\u2019objectif affich\u00e9 est de faire de la publicit\u00e9 non plus un simple vecteur de communication commerciale, mais un moteur \u00e9conomique \u00e0 part enti\u00e8re, contribuant \u00e0 la vitalit\u00e9 du secteur m\u00e9diatique et, plus largement, \u00e0 la croissance nationale.<\/p>\n\n\n\n<p class=\"has-text-align-right\"><em><strong>Bobo Ousmanou<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A en croire des sources officielles, le minist\u00e8re de la Communication (Mincom) a engag\u00e9 une d\u00e9marche in\u00e9dite visant \u00e0 quantifier et structurer le march\u00e9 de la publicit\u00e9 au Cameroun. Le d\u00e9partement minist\u00e9riel a lanc\u00e9 un appel d\u2019offres national restreint, en proc\u00e9dure d\u2019urgence, pour recruter un cabinet d\u2019\u00e9tude ou un groupement de consultants charg\u00e9 d\u2019en \u00e9valuer [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47272,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[52,24],"tags":[],"class_list":["post-47271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-integration-nationale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicit\u00e9 au Cameroun: regard appuy\u00e9 sur un march\u00e9 trop flou - Int\u00e9gration<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalintegration.com\/index.php\/2025\/10\/18\/publicite-au-cameroun-regard-appuye-sur-un-marche-trop-flou\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 au Cameroun: regard appuy\u00e9 sur un march\u00e9 trop flou - Int\u00e9gration\" \/>\n<meta property=\"og:description\" content=\"A en croire des sources officielles, le minist\u00e8re de la Communication (Mincom) a engag\u00e9 une d\u00e9marche in\u00e9dite visant \u00e0 quantifier et structurer le march\u00e9 de la publicit\u00e9 au Cameroun. 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