{"id":3900,"date":"2014-04-25T09:00:15","date_gmt":"2014-04-25T07:00:15","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=3900"},"modified":"2025-05-28T13:15:12","modified_gmt":"2025-05-28T11:15:12","slug":"la-publicite-video-debarque-sur-facebook","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/la-publicite-video-debarque-sur-facebook\/","title":{"rendered":"La publicit\u00e9 vid\u00e9o d\u00e9barque sur Facebook"},"content":{"rendered":"

Facebook, en qu\u00eate perp\u00e9tuelle d’innovations, a lanc\u00e9 il y a quelques semaines Premium Video Ads<\/strong>, un nouveau programme de publicit\u00e9 sur Facebook<\/span><\/a><\/span> permettant aux annonceurs de mettre en ligne des publicit\u00e9s vid\u00e9os. Cette nouveaut\u00e9 est pour l’instant accessible qu’\u00e0 quelques annonceurs am\u00e9ricains<\/strong>\u00a0le but \u00e9tant de diffuser des campagnes de communication de qualit\u00e9 afin de permettre \u00e0 l’internaute d’avoir la meilleure exp\u00e9rience possible.<\/p>\n

Comment fonctionne\u00a0la publicit\u00e9 vid\u00e9o sur Facebook\u00a0?<\/h2>\n

Les\u00a0publicit\u00e9s vid\u00e9os<\/strong> sur Facebook se lancent automatiquement, sans son<\/strong> et durent moins de 15 secondes<\/strong>. En guise de comparaison, la dur\u00e9e d’un spot publicitaire sur internet est en moyenne de 40 secondes. En revanche, lorsque la vid\u00e9o est activ\u00e9e en mode plein \u00e9cran, le son est alors lanc\u00e9. A la fin de celle-ci, un carrousel<\/strong> s’ouvre pr\u00e9sentant deux autres vid\u00e9os pouvant \u00eatre visionn\u00e9es. Au passage, on comprend pourquoi Facebook a mis en place r\u00e9cemment aupr\u00e8s de l’ensemble des utilisateurs le lancement automatique des vid\u00e9os dans le fil d’actualit\u00e9<\/strong>.<\/p>\n

L’objectif de ce type de publicit\u00e9 est de renforcer l’engagement des consommateurs.<\/strong>\u00a0Facebook\u00a0met d’ailleurs en avant le fait\u00a0que ces nouveaux formats permettent aux marques d’augmenter de 10% leur taux d’engagement<\/span><\/a><\/span> (pourcentage de personnes qui regardent, aiment, partagent ou commentent un post).<\/span><\/p>\n

Combien \u00e7a co\u00fbte?<\/h2>\n

Actuellement, aucun chiffre n’a \u00e9t\u00e9 divulgu\u00e9 mais, selon les estimations, pour pouvoir diffuser un spot publicitaire pendant une journ\u00e9e il faudrait\u00a0d\u00e9bourser un\u00a0minimum d’un million de dollars<\/strong>. Ce montant pourrait m\u00eame atteindre 2 millions de dollars par jour pour une diffusion aupr\u00e8s de l’ensemble des\u00a018 et 54 ans pr\u00e9sents sur Facebook. Des prix exorbitants donc mais qui seront tr\u00e8s certainement revus \u00e0 la baisse pour le march\u00e9 europ\u00e9en et avec la g\u00e9n\u00e9ralisation du proc\u00e9d\u00e9.<\/p>\n

Pourquoi \u00e7a va marcher?<\/h2>\n

Le lancement peut para\u00eetre timide, mais comme souvent, les dirigeants de Facebook sont prudents et testent le proc\u00e9d\u00e9 aupr\u00e8s de certains utilisateurs avant de l’\u00e9tendre \u00e0 l’ensemble de la communaut\u00e9. Le son de la vid\u00e9o ne s’active que si l’on clique dessus et les spots sont limit\u00e9s \u00e0 trois par jour<\/strong> pour un utilisateur. De plus, Facebook insiste sur le fait qu’il est tout \u00e0 fait possible de les ignorer\/zapper : de quoi rassurer sa communaut\u00e9<\/strong>. A l’image de ce qui a \u00e9t\u00e9 fait par Instagram (et donc par Facebook puisqu’il en est l’heureux propri\u00e9taire), ce nouveau format devrait s\u00e9duire les annonceurs et ne pas soulever trop de protestations de la part des internautes.<\/p>\n

La vid\u00e9o<\/strong>\u00a0\u00e9tant un des\u00a0m\u00e9dias<\/strong> les plus puissants<\/strong>, ce type de publicit\u00e9s devrait\u00a0permettre de concurrencer progressivement la t\u00e9l\u00e9vision. Avantage ind\u00e9niable de ces publicit\u00e9s vid\u00e9os<\/strong> par rapport aux spots t\u00e9l\u00e9visuels : elles permettent un ciblage\u00a0tr\u00e8s\u00a0pr\u00e9cis\u00a0des\u00a0consommateurs<\/strong>\u00a0(et qui ne cesse de s’am\u00e9liorer) tandis qu’\u00e0 l’heure actuelle la TV ne peut toujours pas le faire.<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook, en qu\u00eate perp\u00e9tuelle d’innovations, a lanc\u00e9 il y a quelques semaines Premium Video Ads, un nouveau programme de publicit\u00e9 permettant aux annonceurs de mettre […]<\/p>\n","protected":false},"author":10,"featured_media":3908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[903,422,902,56],"class_list":["post-3900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-campagne-communication","tag-publicite-facebook","tag-publicite-video","tag-reseaux-sociaux"],"yoast_head":"\nLa publicit\u00e9 vid\u00e9o d\u00e9barque sur Facebook - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Facebook int\u00e8gre la publicit\u00e9 vid\u00e9o dans son fil d\u2019actualit\u00e9 : un nouveau levier puissant pour les marques et annonceurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/la-publicite-video-debarque-sur-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La publicit\u00e9 vid\u00e9o d\u00e9barque sur Facebook - 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