{"id":14446,"date":"2017-11-07T08:48:48","date_gmt":"2017-11-07T07:48:48","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=14446"},"modified":"2018-01-29T11:18:44","modified_gmt":"2018-01-29T10:18:44","slug":"native-advertising-trends-2017","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/","title":{"rendered":"Native Advertising Trends 2017"},"content":{"rendered":"<p><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/jesper-laursen-uitgevers-moeten-leren-neen-zeggen\/\" target=\"_blank\">Jesper Laursen<\/a> l\u2019avait d\u00e9j\u00e0 d\u00e9clar\u00e9 lors de <a href=\"http:\/\/www.magazinemedia.be\/fr\/magnify-2017-wat-hebben-we-geleerd\/\" target=\"_blank\">MAGnify 2017<\/a>\u00a0: d\u2019ici 2020, la publicit\u00e9 native doublera mondialement pour former 40 % des revenus des \u00e9diteurs (30 \u00e0 40 % des budgets marketing mondiaux)\u00a0! En 2016, sa part \u00e9tait de 21 %. Aujourd\u2019hui, pour la plupart des int\u00e9ress\u00e9s le natif est devenu un \u00e9l\u00e9ment normal du business publicitaire, surtout lorsqu\u2019on vise la \u2018notori\u00e9t\u00e9\u2019 et la \u2018consid\u00e9ration\u2019.<\/em><\/p>\n<p>Ces informations proviennent de la <a href=\"https:\/\/d1ri6y1vinkzt0.cloudfront.net\/media\/documents\/Native-Advertising-Trends-2017%E2%80%93The-Magazine-Industry_FINAL.pdf\" target=\"_blank\">deuxi\u00e8me \u00e9tude mondiale annuelle<\/a> men\u00e9e conjointement par le <a href=\"https:\/\/nativeadvertisinginstitute.com\/\" target=\"_blank\">Native Advertising Institute<\/a> et la FIPP, une \u00e9tude ax\u00e9e sur la publicit\u00e9 native dans le secteur du m\u00e9dia magazine. 207 cadres magazine de 53 pays ont partag\u00e9 leurs exp\u00e9riences avec la publicit\u00e9 native. Leurs insights fournissent mati\u00e8re \u00e0 r\u00e9flexion au secteur tout entier.<\/p>\n<p>91 % des \u00e9diteurs estiment d\u00e8s lors que la publicit\u00e9 native est \u2018importante\u2019 \u00e0 \u2018tr\u00e8s importante\u2019 pour leur entreprise. 54 % la vend d\u00e9j\u00e0 aujourd\u2019hui et 37 % pense (tr\u00e8s) probablement le faire \u00e0 l\u2019avenir. 63 % fournit du contenu vid\u00e9o et \u2013 constat surprenant \u2013 45 % propose des \u00e9v\u00e9nements natifs.<\/p>\n<p>L\u2019\u00e9tude fait clairement appara\u00eetre que dans le cas du natif il arrive de plus en plus souvent aux entreprises magazine de poursuivre\u00a0 des opportunit\u00e9s en dehors de leurs canaux traditionnels, tels que la publicit\u00e9 influenceur, les m\u00e9dias sociaux et les exp\u00e9riences physiques. Il d\u00e9coule toutefois aussi\u00a0 de l\u2019essor fulgurant du natif que les d\u00e9fis se pr\u00e9cisent rapidement. Les \u00e9diteurs m\u00eames citent la compr\u00e9hension envers les annonceurs en tout premier. 77 % diff\u00e9rencie le natif \u00e0 l\u2019aide d\u2019un label \u2018contenu sponsoris\u00e9\u2019 ou \u2018publicit\u00e9\u2019, ce qui aux yeux des consommateurs est le meilleur moyen, comme l\u2019avait d\u00e9j\u00e0 r\u00e9v\u00e9l\u00e9 une \u00e9tude allemande (lisez aussi\u00a0: <a href=\"http:\/\/www.magazinemedia.be\/fr\/libeller-la-publicite-native-utilisez-publicite-ou-sponsorise\/\" target=\"_blank\">Libeller la publicit\u00e9 native\u00a0? Utilisez \u2018Publicit\u00e9\u2019 ou \u2018Sponsoris\u00e9\u2019<\/a>).<\/p>\n<p>Le rapport d\u2019\u00e9tude aborde tant les forces et les faiblesses que les opportunit\u00e9s et les menaces.<\/p>\n<p>Vous pouvez t\u00e9l\u00e9charger gratuitement le rapport en cliquant sur <a href=\"http:\/\/offers.nativeadvertisinginstitute.com\/native-advertising-trends-2017-magazines\" target=\"_blank\">le lien du Native Advertising Institute<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.magazinemedia.be\/fr\/jesper-laursen-uitgevers-moeten-leren-neen-zeggen\/\" target=\"_blank\">Lisez ici l\u2019entretien<\/a> avec Jesper Laursen dans le cadre de <a href=\"http:\/\/www.magazinemedia.be\/fr\/magnify-2017-wat-hebben-we-geleerd\/\" target=\"_blank\">MAGnify 2017<\/a>.<\/p>\n<p><em>En savoir plus sur la publicit\u00e9 native\u00a0?<\/em><\/p>\n<ul>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/magnify-2017-wat-hebben-we-geleerd\/\" target=\"_blank\">MAGnify 2017 : qu\u2019avons-nous appris ?<\/a><\/li>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/jesper-laursen-uitgevers-moeten-leren-neen-zeggen\/\" target=\"_blank\">Jesper Laursen : \u201d Les \u00e9diteurs doivent apprendre \u00e0 dire non \u201c<\/a><\/li>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/limportance-dun-contexte-sur-et-de-qualite-ne-peut-etre-sous-estimee\/\" target=\"_blank\">\u201d L\u2019importance d\u2019un contexte s\u00fbr et de qualit\u00e9 ne peut \u00eatre sous-estim\u00e9e \u201c<\/a><\/li>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/les-editeurs-doivent-faire-plus-de-recherche-sur-la-publicite-native\/\" target=\"_blank\">\u201d Les \u00e9diteurs doivent faire plus de recherche sur la publicit\u00e9 native \u201c<\/a><\/li>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/libeller-la-publicite-native-utilisez-publicite-ou-sponsorise\/\" target=\"_blank\">Libeller la publicit\u00e9 native ? Utilisez \u2018Publicit\u00e9\u2019 ou \u2018Sponsoris\u00e9\u2019<\/a><\/li>\n<li style=\"margin-bottom: 5px;\"><a href=\"http:\/\/www.magazinemedia.be\/fr\/en-2021-70-des-revenus-publicitaires-proviendront-du-natif\/\" target=\"_blank\">\u201d En 2021, 70 % des revenus publicitaires proviendront du natif \u201c<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Jesper Laursen l\u2019avait d\u00e9j\u00e0 d\u00e9clar\u00e9 lors de MAGnify 2017\u00a0: d\u2019ici 2020, la publicit\u00e9 native doublera mondialement pour former 40 % des revenus des \u00e9diteurs (30 \u00e0 40 % des budgets marketing mondiaux)\u00a0! En 2016, sa part \u00e9tait de 21 %. Aujourd\u2019hui, pour la plupart des int\u00e9ress\u00e9s le natif est devenu&#8230;<\/p>\n","protected":false},"author":2,"featured_media":14414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1054,1612,832,1619],"class_list":["post-14446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr-3","tag-jesper-laursen-fr","tag-native-advertising-fr-3","tag-native-advertising-institute-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Native Advertising Trends 2017 - WE MEDIA Magazine Media<\/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:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Native Advertising Trends 2017 - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Jesper Laursen l\u2019avait d\u00e9j\u00e0 d\u00e9clar\u00e9 lors de MAGnify 2017\u00a0: d\u2019ici 2020, la publicit\u00e9 native doublera mondialement pour former 40 % des revenus des \u00e9diteurs (30 \u00e0 40 % des budgets marketing mondiaux)\u00a0! En 2016, sa part \u00e9tait de 21 %. Aujourd\u2019hui, pour la plupart des int\u00e9ress\u00e9s le natif est devenu...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-07T07:48:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-01-29T10:18:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/10\/thumbnail.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1366\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Native Advertising Trends 2017\",\"datePublished\":\"2017-11-07T07:48:48+00:00\",\"dateModified\":\"2018-01-29T10:18:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\"},\"wordCount\":405,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"keywords\":[\"FIPP\",\"Jesper Laursen\",\"native advertising\",\"Native Advertising Institute\"],\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\",\"name\":\"Native Advertising Trends 2017 - WE MEDIA Magazine Media\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\"},\"datePublished\":\"2017-11-07T07:48:48+00:00\",\"dateModified\":\"2018-01-29T10:18:44+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#breadcrumb\"},\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Native Advertising Trends 2017\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"name\":\"WE MEDIA Magazine Media\",\"description\":\"Meet, act, inspire\",\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"alternateName\":\"WM Magazine Media\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-BE\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\",\"name\":\"WE MEDIA Magazine Media\",\"alternateName\":\"WM Magazine Media\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-BE\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"contentUrl\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"caption\":\"WE MEDIA Magazine Media\"},\"image\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/wemediabe\/\",\"https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be\"]},{\"@type\":\"Person\",\"@id\":\"\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Native Advertising Trends 2017 - WE MEDIA Magazine Media","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/","og_locale":"fr_FR","og_type":"article","og_title":"Native Advertising Trends 2017 - WE MEDIA Magazine Media","og_description":"Jesper Laursen l\u2019avait d\u00e9j\u00e0 d\u00e9clar\u00e9 lors de MAGnify 2017\u00a0: d\u2019ici 2020, la publicit\u00e9 native doublera mondialement pour former 40 % des revenus des \u00e9diteurs (30 \u00e0 40 % des budgets marketing mondiaux)\u00a0! En 2016, sa part \u00e9tait de 21 %. Aujourd\u2019hui, pour la plupart des int\u00e9ress\u00e9s le natif est devenu...","og_url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/","og_site_name":"WE MEDIA Magazine Media","article_publisher":"https:\/\/www.facebook.com\/wemediabe\/","article_published_time":"2017-11-07T07:48:48+00:00","article_modified_time":"2018-01-29T10:18:44+00:00","og_image":[{"width":1366,"height":768,"url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/10\/thumbnail.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"","Dur\u00e9e de lecture est.":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#article","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/"},"author":{"name":"","@id":""},"headline":"Native Advertising Trends 2017","datePublished":"2017-11-07T07:48:48+00:00","dateModified":"2018-01-29T10:18:44+00:00","mainEntityOfPage":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/"},"wordCount":405,"commentCount":0,"publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"keywords":["FIPP","Jesper Laursen","native advertising","Native Advertising Institute"],"articleSection":["Research"],"inLanguage":"fr-BE","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/","url":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/","name":"Native Advertising Trends 2017 - WE MEDIA Magazine Media","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#website"},"datePublished":"2017-11-07T07:48:48+00:00","dateModified":"2018-01-29T10:18:44+00:00","breadcrumb":{"@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#breadcrumb"},"inLanguage":"fr-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/native-advertising-trends-2017\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wemedia.be\/magazinemedia\/fr\/"},{"@type":"ListItem","position":2,"name":"Native Advertising Trends 2017"}]},{"@type":"WebSite","@id":"https:\/\/wemedia.be\/magazinemedia\/#website","url":"https:\/\/wemedia.be\/magazinemedia\/","name":"WE MEDIA Magazine Media","description":"Meet, act, inspire","publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"alternateName":"WM Magazine Media","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-BE"},{"@type":"Organization","@id":"https:\/\/wemedia.be\/magazinemedia\/#organization","name":"WE MEDIA Magazine Media","alternateName":"WM Magazine Media","url":"https:\/\/wemedia.be\/magazinemedia\/","logo":{"@type":"ImageObject","inLanguage":"fr-BE","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/","url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","contentUrl":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","caption":"WE MEDIA Magazine Media"},"image":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/wemediabe\/","https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be"]},{"@type":"Person","@id":""}]}},"_links":{"self":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/14446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/comments?post=14446"}],"version-history":[{"count":0,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/14446\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media\/14414"}],"wp:attachment":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media?parent=14446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/categories?post=14446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/tags?post=14446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}