{"id":16775,"date":"2018-07-24T13:12:46","date_gmt":"2018-07-24T11:12:46","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=16775"},"modified":"2018-08-02T12:03:44","modified_gmt":"2018-08-02T10:03:44","slug":"publicite-native-un-contexte-adequat-est-une-cle-determinante-du-succes","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/publicite-native-un-contexte-adequat-est-une-cle-determinante-du-succes\/","title":{"rendered":"Publicit\u00e9 native\u00a0: un contexte ad\u00e9quat est une cl\u00e9 d\u00e9terminante du succ\u00e8s"},"content":{"rendered":"<p><em>Une \u00e9tude r\u00e9cente publi\u00e9e en Allemagne r\u00e9v\u00e8le que le public \u00e9value toujours la publicit\u00e9 native de fa\u00e7on positive (80%). Cette attitude favorable d\u00e9pend toutefois en grande partie de l\u2019implication personnelle dans le sujet\u00a0: quand la publicit\u00e9 native renferme un contenu pertinent et int\u00e9ressant, les gens le trouvent compr\u00e9hensible (93 %), informatif (90 %), cr\u00e9dible (88 %) et convaincant (87 %). Cela fait d\u2019un contexte ad\u00e9quat, que les gens recherchent par int\u00e9r\u00eat personnel, un facteur de r\u00e9ussite important pour le natif.<\/em><\/p>\n<p style=\"text-align: center;\"><strong>A lire aussi :\u00a0<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><\/strong><\/p>\n<p>Comme il a d\u00e9j\u00e0 \u00e9t\u00e9 r\u00e9v\u00e9l\u00e9 pr\u00e9c\u00e9demment, il est en outre important que la publicit\u00e9 native apporte une clarification et ne se fasse pas passer pour du contenu r\u00e9dactionnel. Les gens n\u2019ont aucun probl\u00e8me avec un contenu commercial bien ficel\u00e9, tant qu\u2019ils savent qui en est l\u2019exp\u00e9diteur et qu\u2019ils ne se sentent pas bern\u00e9s.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/07\/Graph-native-advertising-attitude-FR.png\"><img decoding=\"async\" class=\" wp-image-16776 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/07\/Graph-native-advertising-attitude-FR-1024x406.png\" alt=\"Graph native advertising attitude FR\" width=\"700\" height=\"278\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/07\/Graph-native-advertising-attitude-FR-1024x406.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/07\/Graph-native-advertising-attitude-FR-300x119.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/07\/Graph-native-advertising-attitude-FR.png 1503w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/p>\n<p>Outre des questions sur l\u2019attitude g\u00e9n\u00e9rale face au natif, l\u2019\u00e9tude a sond\u00e9 douze campagnes de publicit\u00e9 native et display sur diff\u00e9rents sites Web. Il s\u2019av\u00e8re que deux tiers des r\u00e9pondants avaient lu plus de la moiti\u00e9 du contenu natif. Il est aussi ressorti que les galeries photo, les listicles et la vid\u00e9o pouvaient tabler sur la plus grande appr\u00e9ciation. L\u00e0 o\u00f9 les participants appr\u00e9cient surtout les articles et listicles pour l\u2019information utile qu\u2019ils contiennent, il s\u2019av\u00e8re que les photos et vid\u00e9os invitent le plus \u00e0 cliquer. De tous ces modes publicitaires, les gens consacrent le plus de temps aux listicles.<\/p>\n<h3>Le display compar\u00e9 au natif<\/h3>\n<p>Compar\u00e9 au display, le natif \u2013 cela ne surprendra pas grand monde \u2013 s\u2019av\u00e8re surtout plus informatif (60 vs 40 %) et ult\u00e9rieurement l\u2019information reste plus longtemps dans la m\u00e9moire. Apr\u00e8s coup, pas moins de 81 % des r\u00e9pondants \u00e9taient en mesure de se souvenir de d\u00e9tails sp\u00e9cifiques de la publicit\u00e9 native. On constate par contre que le display parvient un peu mieux \u00e0 capter l\u2019attention (52 vs 48 %) et g\u00e9n\u00e8re une audience plus large. Les deux modes publicitaires ont donc un r\u00f4le \u00e0 jouer dans la r\u00e9alisation des objectifs de communication, concluent les chercheurs.<\/p>\n<p><a href=\"https:\/\/www.editorial.media\/2018\/06\/22\/vdz-studie-native-advertising\/\" target=\"_blank\">Le rapport d\u2019\u00e9tude peut \u00eatre consult\u00e9 ici<\/a> (en allemand)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude r\u00e9cente publi\u00e9e en Allemagne r\u00e9v\u00e8le que le public \u00e9value toujours la publicit\u00e9 native de fa\u00e7on positive (80%). Cette attitude favorable d\u00e9pend toutefois en grande partie de l\u2019implication personnelle dans le sujet\u00a0: quand la publicit\u00e9 native renferme un contenu pertinent et int\u00e9ressant, les gens le trouvent compr\u00e9hensible (93 %),&#8230;<\/p>\n","protected":false},"author":2,"featured_media":16776,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[832],"class_list":["post-16775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-native-advertising-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Publicit\u00e9 native\u00a0: un contexte ad\u00e9quat est une cl\u00e9 du succ\u00e8s<\/title>\n<meta name=\"description\" content=\"Quand la publicit\u00e9 native renferme un contenu pertinent et int\u00e9ressant, les gens 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