{"id":32483,"date":"2016-06-15T01:54:09","date_gmt":"2016-06-15T05:54:09","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=32483"},"modified":"2023-09-02T15:33:30","modified_gmt":"2023-09-02T19:33:30","slug":"le-futur-de-la-publicite-mobile-des-formats-natifs-selon-facebook","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/le-futur-de-la-publicite-mobile-des-formats-natifs-selon-facebook\/","title":{"rendered":"Le futur de la publicit\u00e9 mobile? Des formats natifs, selon Facebook"},"content":{"rendered":"<p><span style=\"font-size: 20px; color: #000080;\">Facebook a publi\u00e9 les r\u00e9sultats d&rsquo;une \u00e9tude men\u00e9e pour d\u00e9terminer quelle sera l&rsquo;\u00e9volution de la publicit\u00e9 mobile d&rsquo;ici 2020.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-32488 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/06\/pub-mobile-native.png\" alt=\"pub-mobile-native\" width=\"476\" height=\"307\" \/><\/p>\n<p>Selon les conclusions de cette \u00e9tude, l&rsquo;avenir de la publicit\u00e9 mobile passera par des formats natifs, c&rsquo;est \u00e0 dire des publicit\u00e9s cibl\u00e9es, adapt\u00e9es aux applications et aux sites o\u00f9 elles sont distribu\u00e9es, permettant des r\u00e9sultats plus qualitatifs que ceux obtenus avec une simple banni\u00e8re, par exemple.<\/p>\n<p>Une pr\u00e9cision n\u00e9cessaire, le terme \u00abnatif\u00bb ayant largement \u00e9t\u00e9 galvaud\u00e9 avec les ann\u00e9es. L&rsquo;\u00e9tude a donc pris le parti de s&rsquo;enligner avec la d\u00e9finition qu&rsquo;en a donn\u00e9 l&rsquo;IAB (Interactive Advertising Bureau), et qui a par ailleurs \u00e9t\u00e9 adopt\u00e9e par la Mobile Marketing Alliance:<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">un format qui assortit le style de la publicit\u00e9 au site ou \u00e0 l\u2019application o\u00f9 elle est diffus\u00e9e, et non pas son contenu. Le &lsquo;native\u00a0advertising&rsquo; peut \u00eatre achet\u00e9 de fa\u00e7on programmatique alors que le marketing de contenu demande un travail \u00e9ditorial\u00bb.<\/span><\/p><\/blockquote>\n<p>Et le \u00abnative advertising\u00bb, c&rsquo;est exactement ce que propose Facebook via son r\u00e9seau d&rsquo;applications Audience Network (qui a command\u00e9 l&rsquo;enqu\u00eate aupr\u00e8s d&rsquo;IHS).<\/p>\n<p>Les principaux enseignements \u00e0 retenir de cette \u00e9tude sont les suivants:<\/p>\n<ul>\n<li>En 2020, 75,9% de la publicit\u00e9 en ligne se fera sur mobile, atteignant 84,5 milliards $.<\/li>\n<\/ul>\n<ul>\n<li>En 2020, 63,2% de la publicit\u00e9 mobile sera native, g\u00e9n\u00e9rant un revenu de\u00a053,4 milliards $.<\/li>\n<\/ul>\n<ul>\n<li>Le format publicitaire natif dans des applications tierces conna\u00eetra un taux de croissance annuelle de 70,7% entre 2015 et 2020, repr\u00e9sentant 8,9 millards $ et repr\u00e9sentant 10,6% de la publicit\u00e9 mobile.<\/li>\n<\/ul>\n<ul>\n<li>Le format natif engendre de 20 \u00e0 60% d&rsquo;engagement suppl\u00e9mentaire que le display.<\/li>\n<\/ul>\n<ul>\n<li>C&rsquo;est en Am\u00e9rique du Nord que\u00a0ces formats sont les plus utilis\u00e9s. Cependant, c&rsquo;est la r\u00e9gion Asie-Pacifique qui conna\u00eetra la croissance la plus impressionnante: 177% par an entre 2015 et 2020.<\/li>\n<\/ul>\n<ul>\n<li>C&rsquo;est sur les applications sociales, les services et les sites d\u2019actualit\u00e9s que l&rsquo;on trouve\u00a0le plus de contenus natifs publicitaires. Les jeux sur mobile sont plus frileux quant \u00e0 l&rsquo;id\u00e9e de changer leur mod\u00e8le.<\/li>\n<\/ul>\n<ul>\n<li>Les principaux obstacles \u00e0 une adoption massive du \u00abnative advertising\u00bb\u00a0sont: la faible connaissance de ces formats, les limites technologiques pour les diffuser, le fait qu&rsquo;il s&rsquo;agisse de formats encore peu \u00e9labor\u00e9s, et qu&rsquo;il n&rsquo;y ait ni tarification ni de moyen de mesure des r\u00e9sultats universels.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-32487 size-large\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/06\/audience-network-600x1694-363x1024.png\" alt=\"audience-network\" width=\"363\" height=\"1024\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Retrouvez l&rsquo;int\u00e9gralit\u00e9 de l&rsquo;\u00e9tude <a href=\"https:\/\/scontent-cdg2-1.xx.fbcdn.net\/hphotos-xtp1\/t39.2365-6\/12427056_897682517015706_590297266_n.pdf\" target=\"_blank\" rel=\"noopener\">ici<\/a>.<\/p>\n<p><em>Source: <a href=\"http:\/\/www.blogdumoderateur.com\/\" target=\"_blank\" rel=\"noopener\">www.blogdumoderateur.com<\/a><\/em><\/p>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_32483\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/le-futur-de-la-publicite-mobile-des-formats-natifs-selon-facebook\/\"  data-item_title=\"Le futur de la publicit\u00e9 mobile? Des formats natifs, selon Facebook\"  data-item_date=\"2016-06-15T01:54:09-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Facebook a publi\u00e9 les r\u00e9sultats d&rsquo;une \u00e9tude men\u00e9e pour d\u00e9terminer quelle sera l&rsquo;\u00e9volution de la publicit\u00e9 mobile d&rsquo;ici 2020. <\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_32483\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/le-futur-de-la-publicite-mobile-des-formats-natifs-selon-facebook\/\"  data-item_title=\"Le futur de la publicit\u00e9 mobile? Des formats natifs, selon Facebook\"  data-item_date=\"2016-06-15T01:54:09-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":37,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[137,3],"tags":[186,705,1176],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32483"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=32483"}],"version-history":[{"count":5,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32483\/revisions"}],"predecessor-version":[{"id":100503,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32483\/revisions\/100503"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=32483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=32483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=32483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}