{"id":241686,"date":"2024-11-26T16:37:29","date_gmt":"2024-11-26T16:37:29","guid":{"rendered":"https:\/\/new.adkomo.com\/apple-expands-advertising-reach-by-selling-news-ads-directly\/"},"modified":"2026-04-20T09:15:53","modified_gmt":"2026-04-20T09:15:53","slug":"apple-publicite-apple-news","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/apple-publicite-apple-news\/","title":{"rendered":"Apple \u00e9tend sa port\u00e9e publicitaire en vendant directement des publicit\u00e9s sur News"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"241686\" class=\"elementor elementor-241686 elementor-3791\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e2e9f96 e-flex e-con-boxed e-con e-parent\" data-id=\"e2e9f96\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ab910ac elementor-widget elementor-widget-text-editor\" data-id=\"ab910ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex-1 overflow-hidden\"><div class=\"h-full\"><div class=\"react-scroll-to-bottom--css-sgodu-79elbk h-full\"><div class=\"react-scroll-to-bottom--css-sgodu-1n7m0yu\"><div class=\"flex flex-col text-sm md:pb-9\"><article class=\"w-full scroll-mb-[var(--thread-trailing-height,150px)] text-token-text-primary focus-visible:outline-2 focus-visible:outline-offset-[-4px]\" dir=\"auto\" data-testid=\"conversation-turn-55\" data-scroll-anchor=\"true\"><div class=\"m-auto text-base py-[18px] px-3 md:px-4 w-full md:px-5 lg:px-4 xl:px-5\"><div class=\"mx-auto flex flex-1 gap-4 text-base md:gap-5 lg:gap-6 md:max-w-3xl lg:max-w-[40rem] xl:max-w-[48rem]\"><div class=\"group\/conversation-turn relative flex w-full min-w-0 flex-col agent-turn\"><div class=\"flex-col gap-1 md:gap-3\"><div class=\"flex max-w-full flex-col flex-grow\"><div class=\"min-h-8 text-message flex w-full flex-col items-end gap-2 whitespace-normal break-words [.text-message+&amp;]:mt-5\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"05832a7e-501d-43f4-a1d7-77edc6e31582\" data-message-model-slug=\"gpt-4o\"><div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[3px]\"><div class=\"markdown prose w-full break-words dark:prose-invert light\"><p>Apple a franchi une \u00e9tape importante dans sa strat\u00e9gie publicitaire, en s\u2019\u00e9loignant des fournisseurs tiers pour commencer \u00e0 vendre directement des espaces publicitaires sur sa plateforme Apple News. L\u2019entreprise propose d\u00e9sormais aux responsables marketing une vari\u00e9t\u00e9 d\u2019unit\u00e9s publicitaires, notamment des placements de banni\u00e8res, des publicit\u00e9s vid\u00e9o et des opportunit\u00e9s de parrainage pour du contenu \u00e9ditorial s\u00e9lectionn\u00e9. <\/p><h4>D\u00e9tails cl\u00e9s<\/h4><ul><li><strong>Ventes publicitaires directes :<\/strong> Pour la premi\u00e8re fois, Apple g\u00e8re son propre inventaire publicitaire pour Apple News, l\u2019une des applications d\u2019actualit\u00e9s les plus populaires en Am\u00e9rique du Nord, au Royaume-Uni, au Canada et en Australie.<\/li><li><strong>Nouveaux parrainages :<\/strong> \u00c0 partir de l\u2019ann\u00e9e prochaine, Apple proposera des parrainages premium pour des \u00e9v\u00e9nements majeurs tels que le Met Gala. Les annonceurs auront \u00e9galement la possibilit\u00e9 de parrainer des flux d\u2019actualit\u00e9s sp\u00e9cifiques. <\/li><li><strong>Partage des revenus pour les \u00e9diteurs :<\/strong> Les \u00e9diteurs recevront 70 % des revenus publicitaires g\u00e9n\u00e9r\u00e9s par les publicit\u00e9s plac\u00e9es dans leurs articles, comme le rapporte <em>Axios<\/em>.<\/li><li><strong>Opportunit\u00e9 de croissance :<\/strong> Cette initiative vise \u00e0 accro\u00eetre les revenus publicitaires d\u2019Apple, d\u2019autant plus que l\u2019entreprise pr\u00e9voit une performance modeste pour la p\u00e9riode de fin d\u2019ann\u00e9e.<\/li><\/ul><h4>Expansion publicitaire<\/h4><p>La d\u00e9cision d\u2019Apple de vendre son propre inventaire publicitaire souligne l\u2019importance croissante de la publicit\u00e9 en tant que source de revenus cl\u00e9. Selon eMarketer, les revenus publicitaires d\u2019Apple devraient atteindre 11 milliards de dollars \u00e0 l\u2019\u00e9chelle mondiale en 2024, contre 8,9 milliards de dollars l\u2019ann\u00e9e pr\u00e9c\u00e9dente. <\/p><p>Avec sa plateforme News, Apple offre aux marques l\u2019acc\u00e8s \u00e0 une audience tr\u00e8s engag\u00e9e. Les utilisateurs d\u2019iPhone, par exemple, passent neuf heures de plus par mois sur les applications par rapport aux utilisateurs d\u2019Android, bien qu\u2019Android domine le march\u00e9 mondial du mobile en nombre absolu. <\/p><h4>Mouvements strat\u00e9giques<\/h4><p>Apple vend d\u00e9j\u00e0 des inventaires publicitaires dans la recherche et l\u2019App Store, et l\u2019entreprise a r\u00e9alis\u00e9 d\u2019autres avanc\u00e9es pour \u00e9tendre ses activit\u00e9s publicitaires :<\/p><ul><li><strong>Nominations de dirigeants :<\/strong> Lauren Fry, ancienne cadre dans la vente de publicit\u00e9s en streaming, a \u00e9t\u00e9 nomm\u00e9e l\u2019ann\u00e9e derni\u00e8re pour superviser les ventes publicitaires d\u2019Apple News et d\u2019Apple TV+.<\/li><li><strong>Focus sur la reprise du mat\u00e9riel :<\/strong> Alors que les ventes de mat\u00e9riel ralentissent, Apple s\u2019appuie sur la publicit\u00e9 et ses innovations en IA pour stimuler ses revenus. Notamment, les revenus de l\u2019iPhone ont augment\u00e9 de 6 % au cours du quatri\u00e8me trimestre fiscal 2024 d\u2019Apple, en partie gr\u00e2ce au lancement de l\u2019iPhone 16, qui int\u00e8gre des fonctionnalit\u00e9s d\u2019IA avanc\u00e9es via l\u2019initiative Apple Intelligence de l\u2019entreprise. <\/li><li><strong>Am\u00e9lioration de la fid\u00e9lisation des utilisateurs :<\/strong> Apple donne \u00e9galement la priorit\u00e9 \u00e0 la fid\u00e9lisation des utilisateurs par le biais d\u2019initiatives telles que le Rich Communication Services (RCS) pour une meilleure messagerie multiplateforme et des exp\u00e9riences personnalis\u00e9es bas\u00e9es sur l\u2019IA.<\/li><\/ul><h4>Perspectives<\/h4><p>L\u2019approche directe d\u2019Apple pour la vente de publicit\u00e9s sur News offre aux annonceurs une nouvelle voie pour s\u2019engager aupr\u00e8s de sa pr\u00e9cieuse base d\u2019utilisateurs. Elle souligne \u00e9galement les efforts de l\u2019entreprise pour diversifier ses sources de revenus au-del\u00e0 du mat\u00e9riel et investir dans des domaines qui s\u2019alignent sur sa strat\u00e9gie \u00e0 long terme. Avec des placements premium et des parrainages d\u00e9sormais disponibles sur son application News, Apple se positionne comme un acteur important de l\u2019espace publicitaire num\u00e9rique tout en continuant \u00e0 renforcer son \u00e9cosyst\u00e8me pour les utilisateurs et les marques.  <\/p><p>Source : <a href=\"https:\/\/www.marketingdive.com\/news\/apple-selling-news-ads-directly-advertising-business\/733464\/\">Marketing Dive<\/a><\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/article><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Apple a franchi une \u00e9tape importante dans sa strat\u00e9gie publicitaire, en s\u2019\u00e9loignant des fournisseurs tiers pour commencer \u00e0 vendre directement des espaces publicitaires sur sa plateforme Apple News. L\u2019entreprise propose d\u00e9sormais aux responsables marketing une vari\u00e9t\u00e9 d\u2019unit\u00e9s publicitaires, notamment des placements de banni\u00e8res, des publicit\u00e9s vid\u00e9o et des opportunit\u00e9s de parrainage pour du contenu \u00e9ditorial [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":241687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[92],"class_list":["post-241686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-publicite-display"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple \u00e9tend sa port\u00e9e publicitaire en vendant directement des publicit\u00e9s sur News - Adkomo<\/title>\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.adkomo.com\/fr\/apple-publicite-apple-news\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apple \u00e9tend sa port\u00e9e publicitaire en vendant directement des publicit\u00e9s sur News - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Apple a franchi une \u00e9tape importante dans sa strat\u00e9gie publicitaire, en s\u2019\u00e9loignant des fournisseurs tiers pour commencer \u00e0 vendre directement des espaces publicitaires sur sa plateforme Apple News. 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