{"id":4565,"date":"2015-11-18T08:43:14","date_gmt":"2015-11-18T07:43:14","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=4565"},"modified":"2016-08-18T10:15:28","modified_gmt":"2016-08-18T09:15:28","slug":"reseau-google-display-retour-sur-les-dernieres-innovations","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/reseau-google-display-retour-sur-les-dernieres-innovations-2015-11-18","title":{"rendered":"R\u00e9seau Google Display : retour sur les derni\u00e8res innovations"},"content":{"rendered":"

Parce qu’ils sont ultra connect\u00e9s, sur leurs ordinateurs, tablettes, leurs smartphones aux technologies toujours plus pointues, voguant sur des r\u00e9seaux toujours plus performants, il est imp\u00e9ratif de d\u00e9livrer aux consommateurs le bon message au moment o\u00f9 ils l’attendaient.
\nPour atteindre une cible distanci\u00e9e par une vari\u00e9t\u00e9 de choix accrue et par des exigences tr\u00e8s aiguis\u00e9es, Google met \u00e0 la disposition des annonceurs son outil de publicit\u00e9 programmatique sur le R\u00e9seau Display.
\nEn exploitant donn\u00e9es et technologie de pointe, le syst\u00e8me d\u00e9velopp\u00e9 par la firme de Mountain View permet de r\u00e9pondre aux besoins des utilisateurs au moment le plus adapt\u00e9.<\/p>\n

Il y environ un mois, Google pr\u00e9sentait les derniers leviers d’optimisation impl\u00e9ment\u00e9s sur les campagnes sur le r\u00e9seau Display<\/a>. Petit retour sur ces derni\u00e8res innovations\u00a0:<\/p>\n

Gagnez en pr\u00e9cision avec les statistiques relatives \u00e0 l’audience<\/b><\/p>\n

Pour vous rapprocher au plus pr\u00e8s des consommateurs, ces donn\u00e9es vous permettent de cibler les cat\u00e9gories d\u2019utilisateurs les plus susceptibles d’\u00eatre touch\u00e9es par vos produits ou services.
\nCrit\u00e8res d\u00e9mographiques, centres d’int\u00e9r\u00eat, zones g\u00e9ographiques ou encore appareil utilis\u00e9, vos listes de remarketing rec\u00e8lent de pr\u00e9cieuses informations concernant ces derniers. Vous avez ainsi la possibilit\u00e9 d’exploiter vos donn\u00e9es pour am\u00e9liorer la pr\u00e9cision et les performances de vos campagnes. Et c\u2019est en gagnant en pr\u00e9cision que vous multipliez vos chances de susciter un engagement pour vos produits ou services.<\/p>\n

\"innovations<\/p>\n

Ici, les statistiques relatives \u00e0 l’audience nous apprennent que 16% de notre audience se situent dans la cat\u00e9gorie 55-64 ans.
\nPour aller plus loin, l’outil pourrait par exemple vous indiquer une audience d\u2019affinit\u00e9\u00a0: vos services peuvent avoir un fort impact sur les consommateurs passionn\u00e9s de musique classique\u2026 Ainsi, vous pouvez agir en cons\u00e9quence en communiquant plus activement aupr\u00e8s cette cible sp\u00e9cifique.<\/p>\n

Plus de visibilit\u00e9<\/b><\/p>\n

Selon une \u00e9tude men\u00e9e par Google en 2014, pas moins de 56% des annonces illustr\u00e9es perdent en visibilit\u00e9 en raison de leur placement en dessous de la ligne de flottaison, c\u2019est-\u00e0-dire, sous le contenu de la premi\u00e8re partie visible d\u2019un site web. Un r\u00e9el probl\u00e8me, tant au niveau de la facturation qu’\u00e0 celui de la fiabilit\u00e9 discutable des donn\u00e9es qui en d\u00e9coulent, si l’on consid\u00e8re que les impressions ne sont pas forc\u00e9ment de r\u00e9elles vues, c\u2019est une perte v\u00e9ritablement importante.
\nPour am\u00e9liorer la rentabilit\u00e9 des campagnes display, Google promet pour les prochains mois la mise en place de la facturation par CPM<\/a> (co\u00fbt pour mille) visible (vCPM). Les annonces ne seront donc plus factur\u00e9es qu’en fonction des impressions visibles, leur offrant donc plus de possibilit\u00e9s d’impacter r\u00e9ellement le comportement des utilisateurs.<\/p>\n

Am\u00e9liorations du remarketing dymanique sur tous les appareils<\/b><\/p>\n

Parce que les utilisateurs voguent sur diff\u00e9rents types d’appareils, de tailles et de formes diff\u00e9rentes,\u00a0 le remarketing dynamique permet d\u00e9sormais un ajustement des annonces, en les adaptant automatiquement aux \u00e9crans des usagers.
\nL\u2019automatisation des retouches des annonces s\u2019\u00e9tend \u00e9galement sur l\u2019arri\u00e8re-plan et la bordure de vos banni\u00e8res\u00a0: celles-ci pourront \u00eatre personnalis\u00e9es par Google, en fonction des couleurs dominantes pr\u00e9sentes sur votre logo, de sorte \u00e0 en d\u00e9terminer les combinaisons les plus performantes.<\/p>\n

Parce que savoir utiliser les outils Google est aujourd\u2019hui primordial, VISIPLUS Academy propose des formations et notamment la formation Google AdWords Certification<\/a>. T\u00e9l\u00e9chargez le catalogue<\/a> sans plus attendre\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Parce qu’ils sont ultra connect\u00e9s, sur leurs ordinateurs, tablettes, leurs smartphones aux technologies toujours plus pointues, voguant sur des r\u00e9seaux toujours plus performants, il est imp\u00e9ratif de d\u00e9livrer aux consommateurs le bon message au moment…<\/p>\n","protected":false},"author":4,"featured_media":4567,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[304,161],"tags":[247,297,292],"class_list":["post-4565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","category-web-et-e-business","tag-display","tag-google-display","tag-nouveautes-display"],"yoast_head":"\nR\u00e9seau Google Display : retour sur les derni\u00e8res innovations - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Parce qu'ils sont ultra connect\u00e9s, sur leurs ordinateurs, tablettes, leurs smartphones aux technologies toujours plus pointues, voguant sur des r\u00e9seaux\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/academy.visiplus.com\/blog\/web-et-e-business\/reseau-google-display-retour-sur-les-dernieres-innovations-2015-11-18\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9seau Google Display : retour sur les derni\u00e8res innovations - 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