{"id":33333,"date":"2016-08-11T16:51:19","date_gmt":"2016-08-11T20:51:19","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=33333"},"modified":"2016-08-11T14:15:24","modified_gmt":"2016-08-11T18:15:24","slug":"dou-vient-la-publicite-native","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/dou-vient-la-publicite-native\/","title":{"rendered":"D\u2019o\u00f9 vient la publicit\u00e9 native?"},"content":{"rendered":"<p id=\"e157\" class=\"graf--p graf-after--h4\"><span style=\"font-size: 20px; color: #000080;\">La publicit\u00e9 native, qui s&rsquo;apparente \u00e0 du contenu \u00e9ditorial, peut prendre diff\u00e9rentes formes sur le Web. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-33334\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv-1024x576.jpg\" alt=\"1_oldtv\" width=\"554\" height=\"312\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv-1024x576.jpg 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv-300x169.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv-768x432.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv-900x506.jpg 900w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/1_oldtv.jpg 1600w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><\/p>\n<p class=\"graf--p graf-after--p\">Parmi les diff\u00e9rents formats, on trouve:<\/p>\n<ul>\n<li class=\"graf--p graf-after--p\">les\u00a0modules de recommandations personnalis\u00e9s, comme des produits qui vous sont sp\u00e9cifiquement propos\u00e9s par Amazon<\/li>\n<\/ul>\n<ul>\n<li class=\"graf--p graf-after--p\">les liens sponsoris\u00e9s (<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/nativeadvertisinginstitute.com\/blog\/what-are-sponsored-posts-on-facebook\/\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/nativeadvertisinginstitute.com\/blog\/what-are-sponsored-posts-on-facebook\/\">Facebook<\/a>,\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/business.twitter.com\/fr\/help\/overview\/what-are-promoted-tweets.html\" target=\"_blank\" rel=\"nofollow\" data-href=\"https:\/\/business.twitter.com\/fr\/help\/overview\/what-are-promoted-tweets.html\">Twitter<\/a>)<\/li>\n<\/ul>\n<ul>\n<li class=\"graf--p graf-after--p\">l\u2019<em class=\"markup--em markup--p-em\">in-feed<\/em>\u00a0\u00e9ditorial &#8211; du contenu cr\u00e9\u00e9 par un annonceur, comme on retrouve parfois sur\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/nativeadvertisinginstitute.com\/blog\/the-top-10-examples-of-buzzfeed-doing-native-advertising\/\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/nativeadvertisinginstitute.com\/blog\/the-top-10-examples-of-buzzfeed-doing-native-advertising\/\">Buzzfeed<\/a><\/li>\n<\/ul>\n<p class=\"graf--p graf-after--p\">Selon une \u00e9tude d\u2019<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/public.adyoulike.com\/Info\/native-advertising-is-eating-the-world\/index.html\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/public.adyoulike.com\/Info\/native-advertising-is-eating-the-world\/index.html\">Adyoulike<\/a>, une plateforme technologique fran\u00e7aise sp\u00e9cialis\u00e9e dans la publicit\u00e9 native, les d\u00e9penses mondiales en lien avec ledit format publicitaire augmenteront dans les prochaines ann\u00e9es et compteront pour plus de 59 milliards $ en 2018.<\/p>\n<h2 id=\"1556\" class=\"graf--h4 graf-after--p\"><span class=\"markup--strong markup--h4-strong\" style=\"color: #000080; font-size: 24px;\">Ph\u00e9nom\u00e8ne r\u00e9cent? Pas vraiment!<\/span><\/h2>\n<p id=\"d26b\" class=\"graf--p graf-after--h4\">Bien que ce terme nous semble \u00eatre un ph\u00e9nom\u00e8ne r\u00e9cent, nous avons eu \u00e9cho de la publicit\u00e9 native bien avant l\u2019apparition de l\u2019Internet et de l\u2019ordinateur. Depuis la fin du 19e si\u00e8cle, les annonceurs cherchent \u00e0 s\u2019illustrer aupr\u00e8s de leur public, et certains r\u00e9ussissent \u00e0 le faire en pr\u00e9conisant cette technique publicitaire unique.<\/p>\n<p id=\"457a\" class=\"graf--p graf-after--p\">Le premier cas est sans doute celui de\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/contently.com\/strategist\/2013\/10\/03\/the-story-behind-the-furrow-2\/\" target=\"_blank\" rel=\"nofollow\" data-href=\"https:\/\/contently.com\/strategist\/2013\/10\/03\/the-story-behind-the-furrow-2\/\"><em class=\"markup--em markup--p-em\">The Furrow<\/em><\/a>\u00a0en 1895, un magazine d\u2019agriculture cr\u00e9\u00e9 par John Deere, contenant des articles et des conseils pour les fermiers, et servant \u00e9galement \u00e0 faire conna\u00eetre les produits agricoles de la compagnie.<\/p>\n<div id=\"attachment_33335\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-33335\" loading=\"lazy\" class=\"wp-image-33335\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/2_cadillac_nativead.png\" alt=\"cadillac_nativead\" width=\"599\" height=\"349\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/2_cadillac_nativead.png 800w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/2_cadillac_nativead-300x175.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/2_cadillac_nativead-768x447.png 768w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/p>\n<p id=\"caption-attachment-33335\" class=\"wp-caption-text\">The Penalty of Leadership de Cadillac, 1915<\/p>\n<\/div>\n<p id=\"fcae\" class=\"graf--p graf-after--figure\">Les journaux et les magazines commen\u00e7aient donc d\u00e9j\u00e0 dans les ann\u00e9es 10 \u00e0 ins\u00e9rer des publireportages et des histoires de marque qui se rapprochaient de leur contenu \u00e9ditorial. Cadillac avait notamment publi\u00e9\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.loc.gov\/pictures\/item\/2005693304\/\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/www.loc.gov\/pictures\/item\/2005693304\/\"><em class=\"markup--em markup--p-em\">The Penalty of Leadership<\/em><\/a><em class=\"markup--em markup--p-em\">\u00a0<\/em>en 1915, un texte long, sans image de voitures ni mention de caract\u00e9ristique de performance, pour faire augmenter sa notori\u00e9t\u00e9.<\/p>\n<div id=\"attachment_33336\" style=\"width: 609px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-33336\" loading=\"lazy\" class=\"wp-image-33336\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative-1024x597.png\" alt=\"hallmark_thereturnofthenative\" width=\"599\" height=\"349\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative-1024x597.png 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative-300x175.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative-768x448.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative-900x525.png 900w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/07\/3_hallmark_thereturnofthenative.png 1272w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/p>\n<p id=\"caption-attachment-33336\" class=\"wp-caption-text\">The Return of the Native d&rsquo;Hallmark Hall of Fame, 1994<\/p>\n<\/div>\n<p class=\"graf--p graf-after--p\">C\u2019en est suivi l\u2019apparition des\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/tvmag.lefigaro.fr\/le-scan-tele\/series\/2015\/07\/10\/28005-20150710ARTFIG00302-d-o-vient-le-terme-soap-opera.php\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/tvmag.lefigaro.fr\/le-scan-tele\/series\/2015\/07\/10\/28005-20150710ARTFIG00302-d-o-vient-le-terme-soap-opera.php\"><em class=\"markup--em markup--p-em\">soap operas<\/em><\/a>\u00a0\u00e0 la radio en 1940 et \u00e0 la t\u00e9l\u00e9 en 1950, o\u00f9 des compagnies de fabricants de savons (Procter &amp; Gamble, Colgate-Palmolive, etc.) produisaient et commanditaient des feuilletons \u00e0 saveur sentimentale, ciblant principalement les femmes au foyer.<\/p>\n<h2 id=\"a650\" class=\"graf--h4 graf-after--figure\"><span class=\"markup--strong markup--h4-strong\" style=\"font-size: 24px; color: #000080;\">Le cas\u00a0<span class=\"markup--em markup--h4-em\">Hallmark<\/span><\/span><\/h2>\n<p id=\"75d4\" class=\"graf--p graf-after--h4\"><em class=\"markup--em markup--p-em\">Hallmark Hall of Fame,\u00a0<\/em>un programme t\u00e9l\u00e9vis\u00e9 parrain\u00e9 par la compagnie am\u00e9ricaine de cartes de souhaits\u00a0Hallmark Cards<em class=\"markup--em markup--p-em\">,\u00a0<\/em>est sans doute l\u2019un des cas les plus exemplaires de la publicit\u00e9 native.<\/p>\n<p class=\"graf--p graf-after--h4\">En 1951, Hallmark Cards a \u00e9t\u00e9 la premi\u00e8re soci\u00e9t\u00e9 \u00e0 d\u00e9velopper des films afin de faire la promotion de leurs produits. Toutefois, ces productions \u00e9taient d\u00e9di\u00e9es directement \u00e0 la t\u00e9l\u00e9vision, d\u00e9jouant ainsi toute convention cin\u00e9matographique, puisque les films apparaissaient habituellement au cin\u00e9ma avant de passer au petit \u00e9cran. Avec un simple logo ou la mention \u00ab<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.youtube-nocookie.com\/watch?v=tHUPBB6r26Q\" target=\"_blank\" rel=\"nofollow\" data-href=\"https:\/\/www.youtube-nocookie.com\/watch?v=tHUPBB6r26Q\"><em class=\"markup--em markup--p-em\">From the Hallmark Hall of Fame<\/em><\/a><em class=\"markup--em markup--p-em\">\u00bb\u00a0<\/em>au d\u00e9but du visionnement, la strat\u00e9gie d\u2019Hallmark \u00e9tait unique \u00e0 cette \u00e9poque: proposer du contenu de qualit\u00e9 \u00e0 son public pour ensuite s\u2019y associer.<\/p>\n<p id=\"d766\" class=\"graf--p graf-after--p\">En passant sur les r\u00e9seaux am\u00e9ricains NBC, CBS et ABC, Hallmark ne misait alors pas seulement sur le contenu, mais \u00e9galement sur l\u2019exp\u00e9rience t\u00e9l\u00e9visuelle.<\/p>\n<p class=\"graf--p graf-after--p\">Comme expliqu\u00e9\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/online.hallmark.com\/hall-of-fame\/history.aspx\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/online.hallmark.com\/hall-of-fame\/history.aspx\">dans la section \u00ab\u00c0 propos\u00bb<\/a>\u00a0du site de Hallmark Hall of Fame, dans un march\u00e9 de plus en plus encombr\u00e9 par la publicit\u00e9, le projet voulait se distinguer des autres s\u00e9ries, films ou \u00e9missions t\u00e9l\u00e9vis\u00e9es en offrant moins de messages publicitaires que la comp\u00e9tition (cela peut nous faire penser \u00e0 NBC qui\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.cnbc.com\/2016\/06\/06\/less-commercials-on-tv-doesnt-mean-fewer-ads.html\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/www.cnbc.com\/2016\/06\/06\/less-commercials-on-tv-doesnt-mean-fewer-ads.html\">r\u00e9duit pr\u00e9sentement les pauses commerciales sur l\u2019\u00e9mission Saturday Night Life<\/a>).<\/p>\n<p id=\"844e\" class=\"graf--p graf-after--p\">Aujourd\u2019hui, le catalogue de Hallmark Hall of Fame compte plus de 250 productions, dont 81 prix Emmy et 11 Golden Globes, mettant en vedette des acteurs tels que Morgan Freeman et Glenn Close. La compagnie de cartes de v\u0153ux diffuse encore son contenu sur la cha\u00eene sp\u00e9cialis\u00e9e\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/www.hallmarkchannel.com\/chesapeake-shores\/cast\/treat-williams\" rel=\"nofollow\" data-href=\"http:\/\/www.hallmarkchannel.com\/chesapeake-shores\/cast\/treat-williams\">Hallmark Channel<\/a>.<\/p>\n<h2 id=\"c6a8\" class=\"graf--h4 graf-after--p\"><span class=\"markup--strong markup--h4-strong\" style=\"font-size: 24px; color: #000080;\">Trois principes cl\u00e9s \u00e0 retenir<\/span><\/h2>\n<p id=\"62fa\" class=\"graf--p graf-after--h4\">Enfin, cet exemple illustre bien les principes cl\u00e9s de la publicit\u00e9 native (<a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.google.ca\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=2&amp;ved=0ahUKEwjY6YHQmvTNAhWF1R4KHVp6BY4QFggiMAE&amp;url=http%3A%2F%2Fwww.iabfrance.com%2Fsystem%2Ffiles%2Fnativeadvertising_a5.pdf%3Fdownload%3D1&amp;usg=AFQjCNFvayBvBe3mebHWHI0NkiaMqzNN7w&amp;sig2=4D7Je6p-kYtIQ7SFOI3YsQ\" target=\"_blank\" rel=\"nofollow\" data-href=\"https:\/\/www.google.ca\/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=2&amp;ved=0ahUKEwjY6YHQmvTNAhWF1R4KHVp6BY4QFggiMAE&amp;url=http%3A%2F%2Fwww.iabfrance.com%2Fsystem%2Ffiles%2Fnativeadvertising_a5.pdf%3Fdownload%3D1&amp;usg=AFQjCNFvayBvBe3mebHWHI0NkiaMqzNN7w&amp;sig2=4D7Je6p-kYtIQ7SFOI3YsQ\">iAB France, 2015<\/a>):<\/p>\n<ul>\n<li class=\"graf--p graf-after--h4\">l\u2019<span class=\"markup--strong markup--p-strong\">int\u00e9gration<\/span><\/li>\n<li class=\"graf--p graf-after--h4\"><span class=\"markup--strong markup--p-strong\">le contenu\u00a0<\/span><\/li>\n<li class=\"graf--p graf-after--h4\">la transparence<\/li>\n<\/ul>\n<p class=\"graf--p graf-after--h4\">Premi\u00e8rement, Hallmark s\u2018\u00e9loigne des emplacements publicitaires classiques afin d\u2019offrir une exp\u00e9rience utilisateur positive int\u00e9gr\u00e9e dans un environnement favorable (t\u00e9l\u00e9vision) et en lien avec les int\u00e9r\u00eats du public (t\u00e9l\u00e9spectateur).<\/p>\n<p class=\"graf--p graf-after--h4\">Deuxi\u00e8mement, les films produits sont destin\u00e9s directement \u00e0 la t\u00e9l\u00e9vision, et offrent une valeur ajout\u00e9e \u00e0 un public\u00a0en recherche de divertissement et d\u2019histoires int\u00e9ressantes.<\/p>\n<p class=\"graf--p graf-after--h4\">Troisi\u00e8mement, les productions sont clairement identifi\u00e9es par l\u2019annonceur avec l\u2019ajout du logo ou de\u00a0<em class=\"markup--em markup--p-em\">call-to-action<\/em>\u00a0durant la diffusion. Le tout forme ce que le\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/corporate.hallmark.com\/OurBrand\/Brand-Legacy\" target=\"_blank\" rel=\"nofollow\" data-href=\"http:\/\/corporate.hallmark.com\/OurBrand\/Brand-Legacy\">pr\u00e9sident<\/a>\u00a0de la soci\u00e9t\u00e9 explique si bien en parlant de l\u2019impact positif qu\u2019a eu le projet sur les consommateurs \u00a0\u00ab[Hallmark Hall of Fame] continue \u00e0 exercer sa magie sur notre image \u00e0 un degr\u00e9 que je ne peux expliquer enti\u00e8rement\u00bb.<\/p>\n<p id=\"2b1c\" class=\"graf--p graf-after--p graf--last\">Mais, comme nous pouvons maintenant le constater, cette derni\u00e8re a choisi d\u2019offrir ce qu\u2019elle avait de mieux \u00e0 son public, comme une carte de v\u0153ux, en ajoutant du contenu de qualit\u00e9 \u00e0 leur strat\u00e9gie de marketing.<\/p>\n<p class=\"graf--p graf-after--p graf--last\">\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_33333\"  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=\"\"  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size=\"3\"><\/div>","protected":false},"author":47,"featured_media":33334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[175,137,3],"tags":[207,186,206,705,1176,177],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/33333"}],"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\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=33333"}],"version-history":[{"count":8,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/33333\/revisions"}],"predecessor-version":[{"id":33350,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/33333\/revisions\/33350"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/33334"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=33333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=33333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=33333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}