{"id":60915,"date":"2019-03-20T13:22:21","date_gmt":"2019-03-20T17:22:21","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=60915"},"modified":"2019-03-12T13:36:49","modified_gmt":"2019-03-12T17:36:49","slug":"publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\/","title":{"rendered":"Publicit\u00e9 en ligne : pourquoi Amazon repr\u00e9sente une menace pour Google et Facebook"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-60930\" src=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2019\/03\/1516082-pdg-amazon-jeff-bezos-300x200.jpg\" alt=\"\" width=\"624\" height=\"416\" srcset=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2019\/03\/1516082-pdg-amazon-jeff-bezos-300x200.jpg 300w, https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2019\/03\/1516082-pdg-amazon-jeff-bezos.jpg 641w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 984px) 61vw, (max-width: 1362px) 45vw, 600px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #999999;\">20 mars 2019<\/span><\/p>\n<p><strong><span style=\"font-size: 20px; color: #000080;\">Ces derni\u00e8res ann\u00e9es, <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/isarta.com\/infos\/?p=53808\" target=\"_blank\" rel=\"noopener\">deux joueurs ont domin\u00e9 le monde de la publicit\u00e9 en ligne<\/a><\/span> en Am\u00e9rique du Nord, Google et Facebook. Un troisi\u00e8me joueur commence toutefois \u00e0 faire sa marque : Amazon, qui, apr\u00e8s le commerce en ligne et les services web, bouleverse un autre secteur d&rsquo;activit\u00e9.<\/span><\/strong><\/p>\n<p>En 2018, le g\u00e9ant am\u00e9ricain fond\u00e9 par Jeff Bezos devrait voir ses recettes provenant de la publicit\u00e9 doubler par rapport \u00e0 l\u2019an dernier. <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.emarketer.com\/content\/amazon-advertising-2018\" target=\"_blank\" rel=\"noopener\">\u00c0 4,6 milliards de dollars (pour le march\u00e9 am\u00e9ricain)<\/a><\/span>, celles-ci restent encore loin des 42 milliards de dollars de Google et m\u00eame des 23 milliards que Facebook devrait g\u00e9n\u00e9rer en publicit\u00e9. Mais, cela le place tout de m\u00eame au <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/variety.com\/2018\/digital\/news\/amazon-us-digital-ad-revenue-google-facebook-1202947923\/\" target=\"_blank\" rel=\"noopener\">3e rang des plus gros joueurs de l\u2019industrie publicitaire aux \u00c9tats-Unis<\/a>.<\/span><\/p>\n<p><a href=\"https:\/\/www.cnbc.com\/2018\/10\/08\/google-search-losing-some-adverrtising-business-to-amazon-ad-sources.html\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Selon CNBC<\/span><\/a>, plusieurs marques auraient d&rsquo;ailleurs avou\u00e9 avoir transf\u00e9r\u00e9 une part importante de leur budget (parfois la moiti\u00e9) de publicit\u00e9 en ligne de Google vers Amazon, dont les recettes publicitaires augmentent \u00e0 un rythme extr\u00eamement rapide depuis quelques ann\u00e9es.<\/p>\n<p><span style=\"font-size: 24px; color: #000080;\"><strong>\u00c0 un clic d\u2019un achat<\/strong><\/span><\/p>\n<p>En septembre, Amazon a simplifi\u00e9 et recentr\u00e9 son offre publicitaire sous le nom d&rsquo;<em>Amazon Advertising<\/em>.\u00a0 On y offre plusieurs solutions, dont la publicit\u00e9 sponsoris\u00e9e, la vid\u00e9o, l\u2019achat programmatique, ou encore la possibilit\u00e9 de\u00a0<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.amazon.fr\/stores\/page\/E2BA34B2-6839-462F-B95B-F73DF4D6BA24?channel=amazon-stores&amp;ref_=a20m_fr_st_fe_sjs\" target=\"_blank\" rel=\"noopener\">cr\u00e9er une vitrine<\/a><\/span>\u00a0afin de repr\u00e9senter sa marque sur le site d\u2019Amazon.<\/p>\n<p>La solution propos\u00e9e par le <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/isarta.com\/infos\/?p=59469\" target=\"_blank\" rel=\"noopener\">num\u00e9ro un du commerce \u00e9lectronique<\/a><\/span> ressemble donc en plusieurs points \u00e0 ce que proposent Google et Facebook.<\/p>\n<p>Toutefois, elle a comme avantage de permettre aux annonceurs de placer leur produit au-devant de ceux d&rsquo;une liste parfois tr\u00e8s longue de concurrents dans les r\u00e9sultats de recherche du site. D&rsquo;ailleurs, un nombre croissant d&rsquo;internautes entameraient leur recherche de produit directement sur Amazon plut\u00f4t que dans un moteur de recherche.<\/p>\n<p>De plus, apr\u00e8s avoir cliqu\u00e9 sur un lien publicitaire, le client, dont les informations d&rsquo;achat et de livraison sont d\u00e9j\u00e0 enregistr\u00e9es dans le site se trouve \u00e0 quelques clics, parfois un seul, de conclure un achat.<\/p>\n<p>Amazon Advertising n&rsquo;a pas encore atteint le niveau de maturit\u00e9 de ses rivaux et n&rsquo;attirera pas non plus un lot aussi vari\u00e9 d&rsquo;annonceurs, mais avec les moyens dont dispose l&rsquo;entreprise et son bassin de clients, on risque de voir davantage d&rsquo;annonceurs transf\u00e9rer des investissements publicitaires dans un avenir proche.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ces derni\u00e8res ann\u00e9es, deux joueurs ont domin\u00e9 le monde de la publicit\u00e9 en ligne en Am\u00e9rique du Nord, Google et Facebook. Un troisi\u00e8me joueur commence toutefois \u00e0 faire sa marque : Amazon, qui, apr\u00e8s le commerce en ligne et les services web, bouleverse un autre secteur d&rsquo;activit\u00e9.<\/p>\n","protected":false},"author":2,"featured_media":60930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264,265,3],"tags":[207,186,206],"class_list":["post-60915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caroussel","category-en-avant-isarta-emplois","category-articlesmarketing-communications","tag-amazon","tag-facebook","tag-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicit\u00e9 en ligne : pourquoi Amazon repr\u00e9sente une menace pour Google et Facebook - Isarta Infos<\/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:\/\/isarta.fr\/infos\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 en ligne : pourquoi Amazon repr\u00e9sente une menace pour Google et Facebook - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"Ces derni\u00e8res ann\u00e9es, deux joueurs ont domin\u00e9 le monde de la publicit\u00e9 en ligne en Am\u00e9rique du Nord, Google et Facebook. Un troisi\u00e8me joueur commence toutefois \u00e0 faire sa marque : Amazon, qui, apr\u00e8s le commerce en ligne et les services web, bouleverse un autre secteur d&#039;activit\u00e9.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/isarta.fr\/infos\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\/\" \/>\n<meta property=\"og:site_name\" content=\"Isarta Infos\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-20T17:22:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2019\/03\/1516082-pdg-amazon-jeff-bezos.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"641\" \/>\n\t<meta property=\"og:image:height\" content=\"427\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Fran\u00e7ois Nadeau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FrancoisNad\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fran\u00e7ois Nadeau\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois Nadeau\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/6f90ac1117c8d27f3c3053c734cfb723\"},\"headline\":\"Publicit\u00e9 en ligne : pourquoi Amazon repr\u00e9sente une menace pour Google et Facebook\",\"datePublished\":\"2019-03-20T17:22:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\\\/\"},\"wordCount\":413,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicite-en-ligne-pourquoi-amazon-represente-une-menace-pour-google-et-facebook\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2019\\\/03\\\/1516082-pdg-amazon-jeff-bezos.jpg\",\"keywords\":[\"Amazon\",\"Facebook\",\"Google\"],\"articleSection\":[\"Caroussel\",\"En Avant - Isarta Emplois\",\"Marketing &amp; 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