{"id":12835,"date":"2017-06-07T08:36:18","date_gmt":"2017-06-07T07:36:18","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=12835"},"modified":"2017-06-06T10:40:38","modified_gmt":"2017-06-06T09:40:38","slug":"libeller-la-publicite-native-utilisez-publicite-ou-sponsorise","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/libeller-la-publicite-native-utilisez-publicite-ou-sponsorise\/","title":{"rendered":"Libeller la publicit\u00e9 native\u00a0? Utilisez \u2018Publicit\u00e9\u2019 ou \u2018Sponsoris\u00e9\u2019"},"content":{"rendered":"

Lorsqu\u2019il s\u2019agit d\u2019identifier la publicit\u00e9 native, les surfeurs estiment que les labels \u2018Publicit\u00e9\u2019 et \u2018Sponsoris\u00e9\u2019 sont les plus ad\u00e9quats, parce qu\u2019ils sont d\u00e9j\u00e0 connus et qu\u2019ils apportent de la clart\u00e9. C\u2019est ce qui ressort d\u2019une r\u00e9cente \u00e9tude allemande. D\u2019autres termes, comme \u2018Pr\u00e9sent\u00e9 par\u2019 ou \u2018Promotion\u2019, sont moins bien per\u00e7us.<\/p>\n

La pr\u00e9f\u00e9rence pour \u2018Publicit\u00e9\u2019 et \u2018Sponsoris\u00e9\u2019 vaut pour tous les appareils sur lesquels Internet est consult\u00e9, mais c\u2019est dans le cadre de l\u2019Internet mobile que la pr\u00e9f\u00e9rence est la plus marqu\u00e9e. Une publicit\u00e9 native libell\u00e9e de cette fa\u00e7on est plut\u00f4t jug\u00e9e int\u00e9ressante, actuelle et informative par les utilisateurs. \u2018Publicit\u00e9\u2019 est surtout jug\u00e9 appropri\u00e9 dans un contexte r\u00e9dactionnel (60 %). \u2018Sponsoris\u00e9\u2019 est le terme le plus connu (72 %) et est per\u00e7u comme \u00e9tant encore plus parlant que \u2018Publicit\u00e9\u2019.<\/p>\n

L\u2019acceptation de ce type de publicit\u00e9 est \u00e9tonnamment bonne. La publicit\u00e9 native dans un contexte r\u00e9dactionnel est jug\u00e9e appropri\u00e9e, actuelle et int\u00e9ressante. En outre, elle passe pour \u00eatre cr\u00e9dible et s\u00e9rieuse chez les r\u00e9pondants. Dans ce contexte, il est essentiel que les publicit\u00e9s natives soient identifi\u00e9es de fa\u00e7on univoque. L\u2019acceptation est la plus grande lorsque le natif est clairement reconnu comme \u00e9tant de la publicit\u00e9 et que par apr\u00e8s les utilisateurs ne se sentent pas dupe. L\u2019\u00e9valuation est alors consid\u00e9rablement plus positive\u00a0: c\u2019est plus clair, plus cr\u00e9dible et plus informatif.<\/p>\n

Les \u00e9diteurs allemands et la f\u00e9d\u00e9ration pour l\u2019e-commerce en Allemagne (OVK) en concluent qu\u2019une recommandation en mati\u00e8re d\u2019identification de la publicit\u00e9 native rel\u00e8ve de la plus haute priorit\u00e9. En effet, sachant que 35 % des \u00e9diteurs affili\u00e9s \u00e0 la VDZ communiquent un chiffre d\u2019affaires en hausse en publicit\u00e9 native, une acceptation et une appr\u00e9ciation durablement \u00e9lev\u00e9es de la part des utilisateurs Internet est dans l\u2019int\u00e9r\u00eat de chacun.<\/p>\n

Source\u00a0: VDZ\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Lorsqu\u2019il s\u2019agit d\u2019identifier la publicit\u00e9 native, les surfeurs estiment que les labels \u2018Publicit\u00e9\u2019 et \u2018Sponsoris\u00e9\u2019 sont les plus ad\u00e9quats, parce qu\u2019ils sont d\u00e9j\u00e0 connus et qu\u2019ils apportent de la clart\u00e9. C\u2019est ce qui ressort d\u2019une r\u00e9cente \u00e9tude allemande. D\u2019autres termes, comme \u2018Pr\u00e9sent\u00e9 par\u2019 ou \u2018Promotion\u2019, sont moins bien per\u00e7us. La…<\/p>\n","protected":false},"author":2,"featured_media":12833,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[778,1152,832],"class_list":["post-12835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-advertenties-fr","tag-native-fr-3","tag-native-advertising-fr-3"],"acf":[],"yoast_head":"\nLibeller la publicit\u00e9 native\u00a0? 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