{"id":8834,"date":"2013-07-19T05:36:04","date_gmt":"2013-07-19T05:36:04","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8834"},"modified":"2021-03-08T08:54:51","modified_gmt":"2021-03-08T07:54:51","slug":"au-vu-des-publicites-facebook-insultantes-et-inefficaces-quel-futur-pour-la-publicite-sociale","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/07\/19\/au-vu-des-publicites-facebook-insultantes-et-inefficaces-quel-futur-pour-la-publicite-sociale\/","title":{"rendered":"Au vu des publicit\u00e9s Facebook, insultantes et inefficaces, quel futur pour la publicit\u00e9 sociale ?"},"content":{"rendered":"

Nous ne finirons pas la semaine\u00a0 <\/span><\/em>sans parler \u00e0 nouveau de la publicit\u00e9 Facebook<\/span><\/em><\/a>, qui n’en finit pas d’attirer les critiques. Il y a peu, nous nous r\u00e9jouissions de <\/span><\/em>l’invention \u00ab partner categories \u00bb de Facebook<\/span><\/em><\/a> qui apportait un peu d’originalit\u00e9 et d\u2019innovation dans le domaine bien p\u00e2le de la publicit\u00e9 en ligne sur les m\u00e9dias sociaux, m\u00eame si en m\u00eame temps, celle-ci\u00a0 apportait son lot d’interrogations quant au respect de l’information et de la libert\u00e9 individuelle.<\/span><\/em><\/p>\n

Mais la vraie question d\u2019aujourd’hui c’est de savoir si l\u2019interrogation de ZDNet de juin 2012 , il y a un an d\u00e9j\u00e0, sur l\u2019efficacit\u00e9 des publicit\u00e9s Facebook<\/a> n\u2019est pas encore \u00e0 l\u2019ordre du jour. Forbes, quant \u00e0 eux, pr\u00e9tendent que les publicit\u00e9s Facebook se sont d\u00e9grad\u00e9es nettement r\u00e9cemment et que leur probl\u00e8me n\u2019est pas la pl\u00e9thore d\u2019affichages mais la mauvaise qualit\u00e9 des annonceurs<\/a>. Dr\u00f4le d\u2019argument soit dit entre nous. Comme si un ad server ne choisissait pas ou ne laissait pas choisir \u00e0 l\u2019\u00e9diteur une ligne \u00e9ditoriale ? O\u00f9 est le travail de filtrage ? O\u00f9 est la promesse d’une publicit\u00e9 plus respectueuse de l’utilisateur et de ses go\u00fbts, de ses centres d’int\u00e9r\u00eat et donc … plus efficace ? (m\u00eame si je me doute qu’il y a une certaine efficacit\u00e9 dans la publicit\u00e9 qui fait appel aux plus bas instincts du public).<\/p>\n

 <\/p>\n

Si Google est capable de laisser choisir la ligne \u00e9ditoriale des publicit\u00e9s \u00e0 ses \u00e9diteurs (voir mon site ci-dessus), pourquoi pas Facebook? <\/span><\/em><\/p>\n

\"pub<\/span>Selon ZDNet \u201c4 utilisateurs sur 5 ne sont pas influenc\u00e9s par les publicit\u00e9s pr\u00e9sentes sur Facebook pour passer \u00e0 l’acte d’achat\u201d ce qui est sans doute d\u00e9j\u00e0 un chiffre bien g\u00e9n\u00e9reux. A en juger par la pertinence des informations propos\u00e9es, on peut douter en effet, et j’ai lanc\u00e9 sur ma page Facebook justement une discussion qui a vite attir\u00e9 beaucoup de commentaires et des discussions assez int\u00e9ressantes avec des \u00e9changes de liens un peu partout<\/a>. Je ne serais pas seul \u00e0 m\u2019\u00e9mouvoir, il y a de l\u2019espoir.<\/p>\n

Cet article du 15 juillet sur ad Exchange<\/a>, qui fait \u00e9cho \u00e0 l\u2019article de Forbes en en reprenant bien des points, d\u00e9nonce la mauvaise qualit\u00e9 des annonceurs de Facebook. Mai sle probl\u00e8me de la publicit\u00e9 sur Facebook va certainement au-del\u00e0 du simple la simple qualit\u00e9 des annonceurs, qui ont bon dos entre nous soit dit, car s\u2019ils sont l\u00e0 c\u2019est qu\u2019on les laisse faire, et aussi de la pertinence de ciblage. O\u00f9 est le filtrage ? Les boutons pour d\u00e9noncer telle ou telle pub comme offensante sont sans effet (je suis fatigu\u00e9 de cliquer dessus depuis des ann\u00e9es sans r\u00e9sultat) ? Est-cela l\u2019innovation apport\u00e9e par les m\u00e9dias sociaux ? Voil\u00e0 qui est bien d\u00e9cevant.<\/p>\n

Des sites\u00a0 douteux<\/strong><\/p>\n

Il y a notamment une abondance de publicit\u00e9 pour des sites plus ou moins douteux, au mauvais go\u00fbt plus ou moins prononc\u00e9, et dans les langues les plus improbables.<\/p>\n

 <\/p>\n

Ce matin, on me proposait de trouver le v\u00e9ritable amour en allemand, ce qui pour une fois tombe bien, puisque je lis cet idiome. J’ai bien cherch\u00e9, il y a quelque temps, \u00e0 changer mon profil, dont j’avais volontairement cach\u00e9 certains traits trop personnels, comme ma date de naissance ou le fait que j’\u00e9tais mari\u00e9 ou non.<\/p>\n

En me d\u00e9clarant comme \u201cmari\u00e9\u201d, je me disais qu\u2019on arr\u00eaterait de me casser les pieds avec des sites autrichiens me proposant le v\u00e9ritable amour (\u201cechte Liebe\u201d).<\/p>\n

Pas du tout, la s\u00e9rie continue.<\/p>\n

M\u00eame si je vois aujourd’hui m\u00eame 19\/07 un peu moins de ces publicit\u00e9s, il faudra voir dans la dur\u00e9e. Il y a toujours certes l’in\u00e9vitable retargeting qui vous affiche sans cesse les produits que vous \u00eates d\u00e9j\u00e0 all\u00e9s voir ailleurs (en ce moment pour moi ce sont les objectifs photographiques).<\/p>\n

Alors la question se pose, au-del\u00e0 de \u201cpartner categories\u201d, et au-del\u00e0 de la mauvaise qualit\u00e9 des annonceurs, peut-on r\u00e9inventer ce mod\u00e8le publicitaire racoleur voire m\u00eame carr\u00e9ment insultant (voir la publicit\u00e9 \u00e9c\u0153urante pour les \u201cfemmes laides\u201d ci-dessus).<\/p>\n

Certainement, la promesse des m\u00e9dias sociaux allait au-del\u00e0 de ce racolage digne de la rue Saint-Denis.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Nous ne finirons pas la semaine\u00a0 sans parler \u00e0 nouveau de la publicit\u00e9 Facebook, qui n’en finit pas d’attirer les critiques. Il y a peu, nous nous r\u00e9jouissions de l’invention \u00ab partner categories \u00bb de Facebook qui apportait un peu d’originalit\u00e9 et d\u2019innovation dans le domaine bien p\u00e2le de la publicit\u00e9 en ligne sur les …<\/p>\n","protected":false},"author":2,"featured_media":34059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-8834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nLa publicit\u00e9 facebook, insultante et inefficace... 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