{"id":9475,"date":"2021-06-28T16:01:50","date_gmt":"2021-06-28T14:01:50","guid":{"rendered":"https:\/\/www.nzzone.ch\/native-advertising-trouve-les-differences\/"},"modified":"2023-08-28T14:13:19","modified_gmt":"2023-08-28T12:13:19","slug":"native-advertising-trouve-les-differences","status":"publish","type":"post","link":"https:\/\/www.nzzone.ch\/fr\/native-advertising-trouve-les-differences\/","title":{"rendered":"Native Advertising: Trouve les diff\u00e9rences"},"content":{"rendered":"

[vc_row full_width=\u00a0\u00bbstretch_row\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1613550599941{background-image: url(https:\/\/www.nzzone.ch\/wp-content\/uploads\/2021\/01\/bitmap.jpg?id=28) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}\u00a0\u00bb][vc_column][vc_empty_space height=\u00a0\u00bb100px\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb100px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb11\/12″][vc_column_text]<\/p>\n

Native Advertising: Trouve les diff\u00e9rences<\/h1>\n

[\/vc_column_text][vc_column_text]Toutes les publicit\u00e9s ax\u00e9es sur les contenus ne sont pas identiques. C\u2019est ce qui distingue un Sponsored Content d\u2019un publireportage ou d\u2019un Promoted Content – il ne s’agit pas uniquement du \u00abLook & Feel\u00bb.[\/vc_column_text][vc_single_image image=\u00a0\u00bb9452″ img_size=\u00a0\u00bbfull\u00a0\u00bb][\/vc_column][vc_column width=\u00a0\u00bb1\/12″][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/5″][\/vc_column][vc_column width=\u00a0\u00bb2\/3″][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb el_width=\u00a0\u00bb10″ accent_color=\u00a0\u00bb#a36552″][vc_column_text]\u00abEn nous concentrant sur le marketing de contenu et les int\u00e9r\u00eats sp\u00e9cifiques, nous fa\u00e7onnons de mani\u00e8re proactive l\u2019avenir de la publicit\u00e9\u00bb est l\u2019une des promesses de NZZone<\/a> en tant qu\u2019organisation marketing de la soci\u00e9t\u00e9 NZZ. Outre la Native Advertising sans r\u00e9f\u00e9rence \u00e0 l\u2019exp\u00e9diteur, nous proposons avec le Sponsored Content une exclusivit\u00e9 cross-m\u00e9dia auto-cr\u00e9\u00e9e qui va plus loin en termes de contenu et de pr\u00e9sentation visuelle, mais qui respecte des r\u00e8gles claires – et qui a donc aussi son prix. Le Sponsored Content est cr\u00e9\u00e9 exclusivement par NZZ Content Creation<\/a>, notre prestataire de services pour le storytelling journalistique.[\/vc_column_text][vc_empty_space][vc_column_text]Papier:<\/strong><\/p>\n

Le Sponsored Content sous forme imprim\u00e9e est une publicit\u00e9 ax\u00e9e sur le contenu dans le \u00abLook & Feel\u00bb du support en tant qu\u2019article qui doit r\u00e9pondre \u00e0 des normes de qualit\u00e9 \u00e9lev\u00e9es. En revanche, les publireportages (aussi appel\u00e9s Promoted Content sur le Web) ne peuvent pas \u00eatre con\u00e7us selon la mise en page du titre concern\u00e9, ni copier les polices et les colonnes. En r\u00e8gle g\u00e9n\u00e9rale, ces annonces textuelles sont livr\u00e9es par le client sous une forme pr\u00eate \u00e0 l\u2019emploi.<\/p>\n

Il est important pour nous de rendre la publicit\u00e9 sous forme d\u2019article reconnaissable par une mention transparente. Dans les r\u00e9alisations sur papier, l\u2019en-t\u00eate indique que le Sponsored Content est une publicit\u00e9. Les directives<\/a> obligatoires \u00e0 ce sujet sont int\u00e9gr\u00e9es sous la forme d\u2019un code QR. Sur ces pages de texte, nous d\u00e9clarons le client aussi bien dans l\u2019en-t\u00eate que dans le pied de page, o\u00f9 il est en outre mis en \u00e9vidence en couleur ; il en va de m\u00eame pour le QR code.[\/vc_column_text][vc_empty_space][vc_column_text]Digital:<\/strong><\/p>\n

Sur NZZ.ch \u00e9galement, le portail de Lifestyle NZZ Bellevue ou KMU_today, le Sponsored Content para\u00eet dans le \u00abLook & Feel\u00bb du support en tant qu\u2019article qui doit r\u00e9pondre \u00e0 des normes de qualit\u00e9 \u00e9lev\u00e9es. Dans le cas du Promoted Content (appel\u00e9 publireportages dans la presse \u00e9crite), il s’agit d’annonces textuelles diffus\u00e9es dont le client est seul responsable. Celles-ci ne sont pas int\u00e9gr\u00e9es via des accroches sur la page d\u2019accueil, mais via des espaces publicitaires ordinaires.<\/p>\n

Les articles et leurs accroches qui portent la mention Sponsored Content ou Promoted Content sont des contenus publicitaires. Cette publicit\u00e9 en ligne appel\u00e9e Native Advertising sous forme d\u2019article adapte son design \u00e0 la plateforme sur laquelle elle est diffus\u00e9e. Le Sponsored Content et le Promoted Content ont tous deux leur propre structure URL. Tout contenu publicitaire se r\u00e9f\u00e8re \u00e0 nos directives<\/a> obligatoires.[\/vc_column_text][vc_empty_space][vc_column_text]Conclusion:<\/strong><\/p>\n

Et comme il sied \u00e0 une offre cross-m\u00e9dia<\/a>, elle peut \u00eatre combin\u00e9e \u00e0 volont\u00e9. En version imprim\u00e9e, les titres suivants sont disponibles au choix: Neue Z\u00fcrcher Zeitung, NZZ am Sonntag, NZZ am Sonntag Magazin, Z, NZZ Folio, NZZ Residence. Concernant les canaux num\u00e9riques, il s\u2019agit de: nzz.ch, NZZ Bellevue, KMU_today. Grand avantage: Les co\u00fbts de cr\u00e9ation de contenu ne sont encourus qu\u2019une seule fois, quel que soit le nombre de supports que vous combinez.<\/p>\n

Encore des questions? Notre \u00e9quipe de vente<\/a> se fera un plaisir de vous informer!<\/p>\n

 <\/p>\n

Je vous adresse mes cordiales salutations au nom de toute l\u2019\u00e9quipe de la NZZone[\/vc_column_text][vc_empty_space][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/3″][vc_single_image image=\u00a0\u00bb21430″ img_size=\u00a0\u00bbmedium\u00a0\u00bb][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/3″][vc_column_text]Norman Bandi<\/p>\n

Head of NZZ Content Creation[\/vc_column_text][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb1\/3″][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

Toutes les publicit\u00e9s ax\u00e9es sur les contenus ne sont pas identiques. C\u2019est ce qui distingue un Sponsored Content d\u2019un publireportage ou d\u2019un Promoted Content – il ne s’agit pas uniquement du \u00abLook & Feel\u00bb.<\/p>\n","protected":false},"author":9,"featured_media":9454,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[75],"tags":[],"class_list":["post-9475","post","type-post","status-publish","format-standard","hentry","category-blog-fr"],"acf":[],"yoast_head":"\nDiff\u00e9rences entre publicit\u00e9s ax\u00e9es sur le contenu \u2013 NZZone<\/title>\n<meta name=\"description\" content=\"Dans notre blog, tu d\u00e9couvriras ce qui distingue le Sponsored Content du publireportage ou du Promoted Content. 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