{"id":196,"date":"2021-04-22T15:55:09","date_gmt":"2021-04-22T13:55:09","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=196"},"modified":"2022-04-25T10:35:29","modified_gmt":"2022-04-25T08:35:29","slug":"performance-publicite-mobile","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/programmatique\/performance-publicite-mobile\/","title":{"rendered":"Am\u00e9liorer votre performance en publicit\u00e9 mobile"},"content":{"rendered":"\n<p><strong>En tant qu\u2019annonceur, il important de bien comprendre tous les enjeux de la <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/comment-monetiser-son-blog\/\">publicit\u00e9<\/a> et en particulier du secteur mobile. En pleine croissance, ce levier va rapidement devenir indispensable pour tout service marketing organis\u00e9. Encore tr\u00e8s boud\u00e9e en France, <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/rentabiliser-application\/\">la publicit\u00e9 mobile<\/a> devient un incontournable chez nos voisins britanniques et am\u00e9ricains, qui restent largement en avance sur nous \u00e0 ce niveau.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">La publicit\u00e9 mobile en plein essor<\/h2>\n\n\n\n<p>La publicit\u00e9 sur mobile influera tr\u00e8s largement sur la croissance dans le march\u00e9 mondial de la publicit\u00e9 dans les ann\u00e9es \u00e0 venir. De nombreuses projections soulignent <strong>l\u2019importance des appareils num\u00e9riques dans le secteur de la publicit\u00e9 dans le monde<\/strong>, dont&nbsp;la croissance devrait provenir principalement des t\u00e9l\u00e9phones mobiles. Les chiffres parlent d\u2019eux-m\u00eames&nbsp;: parmi les plus de 150 milliards de dollars provenant de la croissance mondiale du march\u00e9 publicitaire pr\u00e9vus d\u2019ici 2018, 118 milliards de dollars devraient provenir de la publicit\u00e9 mobile.<\/p>\n\n\n\n<p>L\u2019essor de l\u2019utilisation du smartphone a co\u00efncid\u00e9 avec une forte hausse du trafic du web sur mobile. <strong>L\u2019utilisation des smartphones surpasse aujourd\u2019hui celle des dalles de nos PC <\/strong>en ce qui concerne la navigation. Les ordinateurs \u00ab&nbsp;traditionnels&nbsp;\u00bb sont toujours tr\u00e8s pris\u00e9s mais sur le point d\u2019\u00eatre \u00e9clips\u00e9s par les mobiles au niveau de la rentabilit\u00e9 financi\u00e8re et de l\u2019engagement publicitaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment aborder la publicit\u00e9 mobile&nbsp;?<\/h2>\n\n\n\n<p>Cet article a \u00e9t\u00e9 r\u00e9dig\u00e9 pour r\u00e9pondre \u00e0 toutes vos questions quant au d\u00e9fi de la publicit\u00e9 mobile. Surtout la fa\u00e7on dont celle-ci doit \u00eatre abord\u00e9e, dont le fonctionnement doit \u00eatre g\u00e9r\u00e9, et aux moyens \u00e0 mettre en \u0153uvre pour trouver les meilleurs produits qui travaillent pour l\u2019\u00e9cosyst\u00e8me mobile.&nbsp;Quelques mots de pr\u00e9sentation pour ceux d\u2019entre vous qui ne connaissent pas <strong>les plateformes de publicit\u00e9 mobile&nbsp;<\/strong>: \u00e0 l\u2019image de The Moneytizer, il s\u2019agit de <strong>r\u00e9gies publicitaires web<\/strong> sp\u00e9cialis\u00e9es aussi bien dans la <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/augmenter-vos-revenus-publicitaires\/\">mon\u00e9tisation<\/a> que dans la distribution de banni\u00e8res publicitaires (tous formats et tous types). Les r\u00e9gies sont g\u00e9n\u00e9ralement sp\u00e9cialis\u00e9es par types d\u2019audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cibler par pays<\/h3>\n\n\n\n<p>Il convient de cibler par pays&nbsp;: il faut \u00eatre conscient que si un produit remporte un grand succ\u00e8s dans un pays, ce ne sera peut-\u00eatre pas, voire probablement pas le cas dans un autre. Il est primordial de comprendre cela. Avant de tester vos produits, <strong>gardez en t\u00eate le march\u00e9 que vous souhaitez tester et testez tous vos produits dans le m\u00eame <a href=\"https:\/\/www.themoneytizer.com\/blog\/actualites\/digital-au-service-de-planete\/\">environnement<\/a> afin de comprendre lequel fonctionne le mieux.<\/strong><\/p>\n\n\n\n<p>Pour donner un exemple rapide, imaginons que nous exposons \u00e0 l\u2019Inde et au Royaume-Uni la m\u00eame publicit\u00e9.&nbsp;Celle-ci remporte un succ\u00e8s bien plus important en Inde qu\u2019au Royaume-Uni. <strong>Le temps est une segmentation tr\u00e8s int\u00e9ressante.<\/strong> Il nous permet \u00e9galement de constater qu\u2019une grande partie de ce travail ne fonctionne pas. Nous ne comparons pas lundi \u00e0 mardi, ni mardi \u00e0 mercredi. Bien sur nous sondons les mercredis. Nous comparons les week-ends. Nous le faisons parce que nous savons que chaque p\u00e9riode de temps, dans une petite r\u00e9solution, a sa signification.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cibler par audience<\/h3>\n\n\n\n<p>Un autre point concerne votre audience. On a souvent tendance \u00e0 souhaiter que l\u2019\u00e9chantillon de population qui teste sa publicit\u00e9 soit le plus vaste possible. Si l\u2019on prend l\u2019industrie pharmaceutique ou m\u00e9dicale. <strong>Pour \u00e9laborer un produit il suffit d\u2019avoir des centaines de sujets qui le testent<\/strong>. Mais dans l\u2019industrie de la publicit\u00e9 mobile, il faut des centaines de milliers de sujets pour tester un produit, d\u00e9terminer s\u2019il est ou non qualitatif et obtenir des r\u00e9sultats exploitables.<\/p>\n\n\n\n<p>Il faut que les<strong> groupes de testeurs soient les plus homog\u00e8nes possibles<\/strong>. Et il est pourtant impossible de comparer indiff\u00e9remment toutes les cat\u00e9gories d\u2019\u00e2ges. On ne peut pas comparer une audience britannique \u00e0 une audience cor\u00e9enne ou japonaise. Ils ont tous des comportements tr\u00e8s diff\u00e9rents et des sp\u00e9cificit\u00e9s qui leur sont propres et qui influeront sur la mani\u00e8re dont ils accueilleront et percevront un produit. En d\u2019autres termes, il est important de garder son groupe homog\u00e8ne entre les groupes et h\u00e9t\u00e9rog\u00e8ne au sein m\u00eame des groupes.<\/p>\n\n\n\n<p>Voici quelques conseils de r\u00e9partition des tests au sein des diff\u00e9rents groupes : lorsque l\u2019on r\u00e9partit ses produits en fonction de l\u2019audience. <strong>Il convient d\u2019accorder une attention tout particuli\u00e8re \u00e0 leurs comportements.<\/strong> Pour cela, commencez par choisir une audience sp\u00e9cifique, attribuez-lui une certaine cat\u00e9gorie de produits. Enfin observez la mani\u00e8re dont ils r\u00e9agissent. Par exemple, si vous changez d\u2019interface utilisateur, faites en sorte qu\u2019elle soit test\u00e9e par la m\u00eame audience.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Par ailleurs, <strong>veillez toujours \u00e0 ne pas influencer votre groupe de testeurs<\/strong>. Enfin, Il est important d\u2019enregistrer la premi\u00e8re impression. Pour adapter un produit \u00e0 un autre march\u00e9, il faut repartir de z\u00e9ro avec des experts locaux. Surtout <strong>\u00e9viter de tenter de reproduire \u00e0 l\u2019identique son mod\u00e8le initial.<\/strong> Si quelques unes l\u2019ont fait avec succ\u00e8s. Rappelons que beaucoup de grandes entreprises se sont d\u00e9j\u00e0 cass\u00e9es les dents en copiant un concept dans le monde entier.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En tant qu\u2019annonceur, il important de bien comprendre tous les enjeux de la publicit\u00e9 et en particulier du secteur mobile. En pleine croissance, ce levier va rapidement devenir indispensable pour tout service marketing organis\u00e9. Encore tr\u00e8s boud\u00e9e en France, la publicit\u00e9 mobile devient un incontournable chez nos voisins britanniques et am\u00e9ricains, qui restent largement en [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Am\u00e9liorer votre performance en publicit\u00e9 mobile - TheMoneytizer<\/title>\n<meta name=\"description\" content=\"En pleine croissance, la publicit\u00e9 mobile est d\u00e9sormais incontournable. 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