{"id":28518,"date":"2020-02-04T08:18:45","date_gmt":"2020-02-04T07:18:45","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=28518"},"modified":"2020-02-20T11:18:30","modified_gmt":"2020-02-20T10:18:30","slug":"euh-publicite-native","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/euh-publicite-native\/","title":{"rendered":"Euh\u2026 Publicit\u00e9 native\u00a0?"},"content":{"rendered":"<p><em>Par les temps qui courent, nous sommes submerg\u00e9s de nouveaux mots de jargon, souvent li\u00e9s \u00e0 la technologie. Mais que signifient-ils au juste\u00a0? Et que pouvez-vous en faire\u00a0? Magazine Media est heureux de vous servir de guide en donnant la parole \u00e0 des experts en la mati\u00e8re. <\/em><em>Bart Lombaerts, Head of Content chez Spyke, explique (\u00e0 la demande d\u2019un lecteur Magazine Media) ce qu\u2019est exactement la publicit\u00e9 native.<\/em><\/p>\n<h3><strong>Pouvez-vous expliquer ce que signifie exactement \u2018native advertising\u2019\u00a0? <\/strong><\/h3>\n<p>Le \u2018native advertising\u2019, ou publicit\u00e9 native, c\u2019est la publication de contenus qui, tant sur le fond que sur la forme, cadrent parfaitement dans le canal o\u00f9 vous vous y adonnez. De l\u00e0 le terme \u2018natif\u2019. C\u2019est une des ressources auxquelles on peut faire appel dans le marketing de contenu. L\u00e0 o\u00f9, jadis, on se satisfaisait de textes commerciaux qui formellement convenaient au m\u00e9dia dans lequel ils paraissaient, aujourd\u2019hui on s\u2019efforce de plus en plus \u00e0 diffuser un contenu qui soit davantage en lien avec le cadre r\u00e9dactionnel et avec ce qui int\u00e9resse le public cible.<\/p>\n<p>\u00c0 mes yeux, la bonne publicit\u00e9 native est synonyme d\u2019une situation \u2018win-win-win\u2019. Le lecteur doit pouvoir en tirer profit, du point de vue de l\u2019\u00e9diteur c\u2019est un contenu suppl\u00e9mentaire de qualit\u00e9 sup\u00e9rieure et en tant qu\u2019annonceur c\u2019est une fa\u00e7on de transmettre un message marketing de fa\u00e7on subtile mais efficace. Si vous \u00eates annonceur, vous devez toutefois veiller \u00e0 ce que les articles natifs soient clairement sign\u00e9s, pour que le lecteur sache qu\u2019il \u00e9mane d\u2019un partenaire commercial. Si vous omettez de le faire, le lecteur pourra penser que vous essayez de le mener en bateau, ce qui, au final, aura un impact n\u00e9gatif sur votre marque.<\/p>\n<h3><strong>Pourquoi cela deviendra-t-il une tendance en 2020\u00a0?<\/strong><\/h3>\n<p>Cela fait belle lurette que la publicit\u00e9 native est utilis\u00e9e, mais en 2020 elle se fera plus fr\u00e9quente parce que les marques r\u00e9aliseront davantage encore que dans leur approche de marketing de contenu il leur faut des m\u00e9dias payants (\u2018paid media\u2019). Le marketing de contenu moderne part des propres canaux, \u00a0mais il a aussi besoin de faire conna\u00eetre le contenu au plus vite, aupr\u00e8s de multiples personnes. La publicit\u00e9 native est une forme de m\u00e9dia payant qui permet de diffuser le contenu de fa\u00e7on plus large et acc\u00e9l\u00e9r\u00e9e. L\u2019annonceur fait donc bien de ne pas opter pour un seul article natif, mais d\u2019appliquer cette strat\u00e9gie sur une plus longue p\u00e9riode afin d\u2019obtenir l\u2019effet souhait\u00e9.<\/p>\n<p>J\u2019esp\u00e8re de tout c\u0153ur que les marques r\u00e9aliseront qu\u2019elles doivent s\u2019inscrire dans une perspective de long terme. H\u00e9las, on se sert toujours beaucoup trop de la publicit\u00e9 native pour remplacer une campagne de publicit\u00e9. Selon moi, c\u2019est une strat\u00e9gie totalement erron\u00e9e.<\/p>\n<h3><strong>Quel lien voyez-vous avez le m\u00e9dia magazine\u00a0?<\/strong><\/h3>\n<p>J\u2019estime que la publicit\u00e9 native convient particuli\u00e8rement bien aux magazines et sites Web magazine parce que la transmission d\u2019information et d\u2019inspiration en fait partie int\u00e9grante. Les pages publicitaires aussi sont per\u00e7ues positivement par les lecteurs. Elles constituent une part importante de l\u2019exp\u00e9rience de lecture qu\u2019ils vivent. Veillez \u00e0 ce que la publicit\u00e9 native s\u2019aligne le mieux possible sur les attentes du lecteur \u2013 les magazines ayant souvent un contenu tr\u00e8s sp\u00e9cifique \u2013 et l\u2019effet sera d\u2019autant plus puissant. Je suis d\u00e8s lors convaincu que lorsqu\u2019il s\u2019agit de publicit\u00e9 native, les magazines et le m\u00e9dia magazine constituent les canaux les plus puissants qui soient.<\/p>\n<p><em><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/12\/Bart-Lombaerts-fotoi-375x500.jpg\"><img decoding=\"async\" class=\"alignnone size-thumbnail wp-image-23767\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2018\/12\/Bart-Lombaerts-fotoi-375x500-150x150.jpg\" alt=\"Bart-Lombaerts-fotoi-375x500\" width=\"150\" height=\"150\" \/><\/a>\u00a0Bart Lombaerts, SPYKE<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par les temps qui courent, nous sommes submerg\u00e9s de nouveaux mots de jargon, souvent li\u00e9s \u00e0 la technologie. Mais que signifient-ils au juste\u00a0? Et que pouvez-vous en faire\u00a0? Magazine Media est heureux de vous servir de guide en donnant la parole \u00e0 des experts en la mati\u00e8re. Bart Lombaerts, Head&#8230;<\/p>\n","protected":false},"author":2,"featured_media":23767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[1278,181,472,1152,375,832,1044,2483],"class_list":["post-28518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-bart-lombaerts","tag-content-marketing","tag-native-fr","tag-native-fr-3","tag-native-advertising-fr","tag-native-advertising-fr-3","tag-publicite-native","tag-spyke"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Euh\u2026 Publicit\u00e9 native\u00a0? - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Bart Lombaerts, Spyke, explique ce qu\u2019est la publicit\u00e9 native: la publication de contenus qui cadrent parfaitement dans le canal o\u00f9 vous vous y adonnez\" \/>\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\/euh-publicite-native\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Euh\u2026 Publicit\u00e9 native\u00a0? 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