{"id":24476,"date":"2019-04-05T08:21:00","date_gmt":"2019-04-05T06:21:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=24476"},"modified":"2019-04-04T11:39:13","modified_gmt":"2019-04-04T09:39:13","slug":"le-storytelling-mobile-ce-quapportera-lavenir","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/le-storytelling-mobile-ce-quapportera-lavenir\/","title":{"rendered":"Le storytelling mobile\u00a0: ce qu\u2019apportera l\u2019avenir"},"content":{"rendered":"

Trois \u00e9l\u00e9ments mouleront le storytelling mobile dans les ann\u00e9es \u00e0 venir\u00a0: la longueur du texte, la vid\u00e9o et la personnalisation par IA. C\u2019est l\u2019enseignement que les d\u00e9veloppeurs de plateformes d\u2019\u00e9dition multicanales tirent des succ\u00e8s et d\u00e9convenues des tout derniers prototypes provenant de fournisseurs comme Google, BBC, Axios et Quartz. Dans un premier temps, tout sera surtout plac\u00e9 sous le signe de tests de nouveaux formats\u00a0: place au fameux \u2018trial & error\u2019 avant que les marques et les m\u00e9dias ne parviennent vraiment \u00e0 ma\u00eetriser le smartphone.<\/em><\/p>\n

Lire aussi\u00a0: Voici comment se pr\u00e9sente l\u2019avenir du contenu smartphone<\/a><\/strong><\/p>\n

Nous ne nous trouvons qu\u2019au tout d\u00e9but du storytelling mobile natif, pr\u00e9vient CCI Europe, d\u00e9veloppeur de plateformes d\u2019\u00e9dition. L\u2019internet mobile vient \u00e0 peine d\u2019entamer son adolescence (il est n\u00e9 en 2007). La nature personnelle et intime du smartphone, associ\u00e9e \u00e0 l\u2019utilisation toujours plus importante, ainsi qu\u2019aux technologies toujours plus ing\u00e9nieuses et aux \u00e9crans toujours plus larges (r\u00e9cemment il y a m\u00eame eu l\u2019introduction de l\u2019\u00e9cran pliable), en font le<\/em> ph\u00e9nom\u00e8ne prometteur de demain pour les m\u00e9dias et les marques.<\/p>\n

Un quart du budget marketing destin\u00e9 au smartphone<\/strong><\/h3>\n

Avec chaque ann\u00e9e que le secret d\u2019une communication mobile r\u00e9ussie reste entier, de l\u2019argent reste intouch\u00e9. Et \u00e7a, personne ne peut en fait se le permettre, car les marketeurs estiment que d\u2019ici cinq ans pas moins de 25 % de leur budget sera consacr\u00e9 au marketing via smartphone. Il s\u2019agit d\u00e8s lors de d\u00e9velopper dare-dare des formats qui seront parfaits pour qui veut offrir du contenu smartphone et de la publicit\u00e9 native via le petit \u00e9cran.<\/p>\n

Outre les formats test\u00e9s par la BBC \u00e9voqu\u00e9s dans cet article<\/a>, il en existe quelques autres d\u2019int\u00e9ressants, comme AMP Stories (Accellerated Mobile Pages) de Google, The Guardian Smarticles et Smart Brevity de Quartz. Le fonctionnement de tous ces nouveaux formats nous livre les enseignements suivants, dixit CCI\u00a0:<\/p>\n

    \n
  1. La vid\u00e9o prend le relais<\/strong>. Cela n\u2019a \u00e9videmment rien de surprenant, mais il fallait d\u2019abord que la technologie permette de servir l\u2019utilisateur impatient au doigt et \u00e0 l\u2019\u0153il. Les textes courts serviront encore principalement d\u2019introduction \u00e0 la vid\u00e9o.<\/li>\n
  2. Le format texte<\/strong> du print (500 \u00e0 800 mots) ne fonctionne pas sur smartphone. Tout contenu devra soit \u00eatre inf\u00e9rieur \u00e0 500 mots, soit sup\u00e9rieur \u00e0 800. Le Quartz Smart Brevity y pourvoit en abr\u00e9geant les textes \u00e0 moins de 500 mots.<\/li>\n
  3. La personnalisation<\/strong> au travers d\u2019un storytelling orient\u00e9 donn\u00e9es. \u00c0 l\u2019avenir, nous devrons pouvoir raconter un r\u00e9cit de mille fa\u00e7ons diff\u00e9rentes \u00e0 mille utilisateurs diff\u00e9rents. Ici, l\u2019IA apportera une solution, comme le fait en quelque sorte d\u00e9j\u00e0 un peu The Guardian Smarticles en proposant aux lecteurs, \u00e0 l\u2019aide d\u2019algorithmes, de petits blocs de contenu pertinent toujours renouvel\u00e9s.<\/li>\n<\/ol>\n

    La formule magique fond\u00e9e sur ces enseignements doit encore \u00eatre invent\u00e9e. Les entreprises m\u00e9dia et technologiques s\u2019y appliquent assid\u00fbment, dans l\u2019espoir de pouvoir rentrer ces budgets marketing d\u2019ici quelques ann\u00e9es.<\/p>\n

    Source\u00a0: FIPP<\/a><\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Trois \u00e9l\u00e9ments mouleront le storytelling mobile dans les ann\u00e9es \u00e0 venir\u00a0: la longueur du texte, la vid\u00e9o et la personnalisation par IA. C\u2019est l\u2019enseignement que les d\u00e9veloppeurs de plateformes d\u2019\u00e9dition multicanales tirent des succ\u00e8s et d\u00e9convenues des tout derniers prototypes provenant de fournisseurs comme Google, BBC, Axios et Quartz. Dans…<\/p>\n","protected":false},"author":2,"featured_media":24481,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[2191,1229,1295,2190,322,2195,2193,2194,401],"class_list":["post-24476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-ai","tag-annonce-magazine","tag-bbc","tag-cci-europe","tag-mobile-fr","tag-personnalisation","tag-quartz","tag-storytelling-mobile","tag-video-fr"],"acf":[],"yoast_head":"\nLe storytelling mobile\u00a0: ce qu\u2019apportera l\u2019avenir<\/title>\n<meta name=\"description\" content=\"Trois \u00e9l\u00e9ments mouleront le storytelling mobile dans les ann\u00e9es \u00e0 venir: la longueur du texte, la vid\u00e9o et la personnalisation par IA selon les d\u00e9veloppeurs\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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