Cellular resources are valuable and must be saved whenever possible. In this thesis, we address the problem of content dissemination within an overloaded cellular network. Firstly, we propose SCoD (Scheduled Content Delivery), a purely cellular dissemination strategy that exploits the mobility of users and their delay tolerance in order to postpone transmissions. SCoD waits for users to gather around a minimum number of access points so that the total number of transmissions is reduced. To trigger transmissions, SCoD relies on different decision functions which launch, if necessary, a multicast transmission. The second part of this thesis deals with the same problem of saving cellular resources, but from another angle. We use D2D (Device-to-Device) communications with multicast to mitigate the traffic load on the infrastructure. We study the benefits of opportunistic communications in the context of a content distribution service based on user subscriptions. We present our results in two ways. First, we illustrate the benefits of D2D communications in a content dissemination process where the cost of opportunistic transmission is negligible compared to that of cellular transmission. Then, we consider the case where users must be compensated for their participation in the dissemination process. Therefore, there is a trade-off to be found, we thus provide guidelines in this direction and show the variation of such a trade-off as a function of several network parameters.