{"id":3553,"date":"2023-03-18T11:00:39","date_gmt":"2023-03-18T10:00:39","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=3553"},"modified":"2023-11-10T15:47:22","modified_gmt":"2023-11-10T14:47:22","slug":"publicite-decouvrez-les-format-de-2023","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/publicite-decouvrez-les-format-de-2023\/","title":{"rendered":"Publicit\u00e9 : d\u00e9couvrez les formats de demain"},"content":{"rendered":"<p><span dir=\"ltr\" role=\"presentation\">La publicit\u00e9 est \u00e0 l\u2019aube d\u2019une nouvelle \u00e8re : celle du <\/span><span dir=\"ltr\" role=\"presentation\">Brand Content<\/span><span dir=\"ltr\" role=\"presentation\">. Cette fa\u00e7on de <\/span><span dir=\"ltr\" role=\"presentation\">communiquer sur l\u2019histoire et les valeurs de l\u2019entreprise est aujourd\u2019hui essentielle. Apple l\u2019a <\/span><span dir=\"ltr\" role=\"presentation\">compris tr\u00e8s t\u00f4t, en sacralisant son fondateur. L\u2019image des d\u00e9buts difficiles dans un garage <\/span><span dir=\"ltr\" role=\"presentation\">contribue, encore aujourd\u2019hui, au succ\u00e8s de la marque. Mais quel support choisir<\/span><span dir=\"ltr\" role=\"presentation\">\u00a0<\/span><span dir=\"ltr\" role=\"presentation\">? Les <\/span><span dir=\"ltr\" role=\"presentation\">formats publicitaires suivent les \u00e9volutions du progr\u00e8s technologique&#8230; Et \u00e7a va vite, tr\u00e8s <\/span><span dir=\"ltr\" role=\"presentation\">vite<\/span><span dir=\"ltr\" role=\"presentation\">\u00a0<\/span><span dir=\"ltr\" role=\"presentation\">!<\/span><\/p>\n<h2>La publicit\u00e9 immersive &#8211; De l\u2019audiovisuel au sensoriel<\/h2>\n<p><span dir=\"ltr\" role=\"presentation\">Plong\u00e9 dans l\u2019univers de la marque, le consommateur est appel\u00e9 \u00e0 l\u00e2cher prise pour vivre <\/span><span dir=\"ltr\" role=\"presentation\">pleinement l\u2019exp\u00e9rience. D\u2019autres sens que la vue et l&rsquo;ou\u00efe pourraient un jour y prendre <\/span><span dir=\"ltr\" role=\"presentation\">place.<\/span><\/p>\n<h3>Vid\u00e9os 360\u00b0 &#8211; Au c\u0153ur de l\u2019action<\/h3>\n<p><span dir=\"ltr\" role=\"presentation\">Youtube et Facebook offrent la possibilit\u00e9 de r\u00e9aliser des <\/span><span dir=\"ltr\" role=\"presentation\">vid\u00e9os 360\u00b0<\/span><span dir=\"ltr\" role=\"presentation\">. L\u2019une des plus <\/span><span dir=\"ltr\" role=\"presentation\">populaires est un <\/span><a href=\"https:\/\/www.google.com\/search?q=video+360+oreo&amp;rlz=1C1ONGR_frFR1037FR1037&amp;oq=video+360+oreo&amp;aqs=chrome..69i57j33i160.10360j0j7&amp;sourceid=chrome&amp;ie=UTF-8#fpstate=ive&amp;vld=cid:70cd8168,vid:ENau7AkayN8\" target=\"_blank\" rel=\"noopener\"><span dir=\"ltr\" role=\"presentation\">spot publicitaire d\u2019Oreo<\/span><\/a><span dir=\"ltr\" role=\"presentation\">. On y assiste \u00e0 la cr\u00e9ation des fameux biscuits <\/span><span dir=\"ltr\" role=\"presentation\">dans un univers imaginaire, inspir\u00e9 du film \u201cCharlie et la Chocolaterie\u201d.<\/span><\/p>\n<h3 class=\"p1\">Le casque de r\u00e9alit\u00e9 virtuelle &#8211; Des perspectives \u00e0 explorer<\/h3>\n<p class=\"p2\">Il n\u2019est bien entendu pas question de demander au consommateur de porter un casque pour visionner des publicit\u00e9s\u2026 Pourtant, des applications sont \u00e0 l\u2019\u00e9tude. Ainsi, des visites immobili\u00e8res d\u2019un tout nouveau genre ont vu le jour.<\/p>\n<h3 class=\"p1\">M\u00e9taverse &#8211; De nouveaux horizons<\/h3>\n<p class=\"p2\">Le potentiel de ces mondes virtuels interactifs est immense ; notamment pour aborder le jeune consommateur, hostile \u00e0 la publicit\u00e9 traditionnelle. Mais \u00e0 ce jour, les co\u00fbts de d\u00e9veloppement sont prohibitifs.<\/p>\n<h2 class=\"p3\">L\u2019In Vid\u00e9o &#8211; Un format novateur<\/h2>\n<p class=\"p2\">Moins intrusif que l\u2019<i>In Stream <\/i>(spots publicitaires lors des vid\u00e9os Youtube), l\u2019<i>In vid\u00e9o<\/i> se d\u00e9compose en 3 sous-formats.<\/p>\n<ul class=\"ul1\">\n<li class=\"li2\">Le <b>Skin Roll Vid\u00e9o<\/b> est une publicit\u00e9 adapt\u00e9e au sujet, que l\u2019annonceur glisse dans la vid\u00e9o. L\u2019exp\u00e9rience utilisateur s\u2019en trouve am\u00e9lior\u00e9e, gr\u00e2ce aux informations compl\u00e9mentaires qu\u2019elle apporte.<\/li>\n<li class=\"li4\">L\u2019<b>Ink Roll<\/b> permet d&rsquo;inclure un contenu interactif dans une vid\u00e9o, comme par exemple un bouton \u201cS\u2019inscrire maintenant\u201d.<\/li>\n<li class=\"li3\">Le<b> Skin Roll<\/b> est un habillage statique autour d&rsquo;un contenu vid\u00e9o.<\/li>\n<\/ul>\n<h2 class=\"p4\">Le Native Advertising &#8211; Le cam\u00e9l\u00e9on du marketing<\/h2>\n<p class=\"p2\">Le <b>Native Advertising<\/b> est une publicit\u00e9 en harmonie avec la forme et le contenu du site qui l&rsquo;accueille. Jug\u00e9e moins agressive, elle trouve notamment sa place sur les r\u00e9seaux sociaux.<\/p>\n<h2 class=\"p3\">La publicit\u00e9 conversationnelle &#8211; \u00c0 l\u2019\u00e9coute de vos besoins<\/h2>\n<p class=\"p2\">La publicit\u00e9 conversationnelle est aliment\u00e9e par les chatbots. Disponibles 24\/7, ces petits robots s\u2019inscrivent dans la n\u00e9cessit\u00e9 pour les marques de se rapprocher de leurs clients. Avec l\u2019effervescence g\u00e9n\u00e9r\u00e9e par l\u2019arriv\u00e9e de <b>ChatGPT<\/b>, ce format prend une toute nouvelle dimension\u00a0!<\/p>\n<h2 class=\"p2\">Les influenceurs &#8211; Les rabatteurs du marketing<\/h2>\n<p class=\"p4\">Avec leurs communaut\u00e9s pouvant atteindre plusieurs millions de <i>followers<\/i>, les <b>influenceurs<\/b> permettent aux annonceurs d\u2019attirer l\u2019attention sur un produit de mani\u00e8re plus naturelle. Avec un taux de conversion de 2,55 % (<i>\u00e9tude<\/i> <i>Grapevine<\/i>), les r\u00e9sultats du marketing d\u2019influence sont bien meilleurs que les contenus publicitaires diffus\u00e9s directement par les marques.<\/p>\n<h2 class=\"p2\">TikTok Ads<\/h2>\n<p class=\"p2\">Avec 75 % d\u2019utilisateurs de moins de 24 ans et seulement 5% de plus de 36 ans (<span class=\"s1\"><i>Digiday Pitch Deck<\/i><\/span><span class=\"s2\"><i>)<\/i><\/span>, l&rsquo;\u00e2ge de la cible est primordial.<span class=\"Apple-converted-space\">\u00a0 <\/span>N\u00e9anmoins, avec 1,7 milliards d&rsquo;utilisateurs en 2022 (<i>Digimind<\/i>), une <a href=\"https:\/\/comeup.com\/categorie\/tiktok?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art180323publicit%C3%A9\" target=\"_blank\" rel=\"noopener\">campagne sur TikTok<\/a> peut s&rsquo;av\u00e9rer redoutable\u00a0! Le <b>Hashtag Challenge<\/b> est le format de publicit\u00e9 le plus en vogue. Il s\u2019agit de tourner une vid\u00e9o et de l&rsquo;accompagner d&rsquo;un #. Les utilisateurs s&rsquo;engagent ainsi aupr\u00e8s de la marque.<\/p>\n<p class=\"p4\">Les <b>formats publicitaires<\/b> s\u2019orientent donc vers le \u201ctout-digital\u201d. Aussi, le glas des campagnes de masse r\u00e9sonne au loin ! Les marques qui ne l\u2019ont pas compris s\u2019exposent \u00e0 de s\u00e9rieux probl\u00e8mes dans les ann\u00e9es \u00e0 venir, car l\u2019<b>exp\u00e9rience utilisateur<\/b> est d\u00e9sormais d\u00e9terminante. <i>RIP<\/i> la publicit\u00e9 intrusive\u2026<\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art180323publicite\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3087 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-300x67.png\" alt=\"Retrouvez de nombreux professionnels sur ComeUp\" width=\"1303\" height=\"291\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2.png 1340w\" sizes=\"auto, (max-width: 1303px) 100vw, 1303px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicit\u00e9 est \u00e0 l\u2019aube d\u2019une nouvelle \u00e8re : celle du Brand Content. Cette fa\u00e7on de communiquer sur l\u2019histoire et&hellip;<\/p>\n","protected":false},"author":77,"featured_media":3554,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,859,6],"tags":[31,188,844],"class_list":["post-3553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-articles-blog-pour-les-vendeurs-comeup","category-marketing-et-communication","tag-e-commerce","tag-montage-video","tag-publicite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Publicit\u00e9 : d\u00e9couvrez les formats de demain | Experts 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