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Le Livre Blanc de la Publicité sur Internet,[object Object]
10 idées argumentées, 10 bonnes pratiques pour que votre campagne de publicité ,[object Object],on-line soit à la hauteur de vos attentes.,[object Object],1,[object Object]
Respect de l’internaute,[object Object],1,[object Object],Libre ! ,[object Object],C’est le maître mot pour tout individu qui se penche sur la toile. Que son surf soit libre, que ses décisions lui appartiennent, que le dialogue soit vrai !,[object Object],Ne pas respecter cette Liberté, c’est se fâcher avec votre prospect et futur consommateur.,[object Object],Partout, dans les contenus comme dans la forme, vous devez respecter votre interlocuteur et son libre choix. ,[object Object],Pour exemples : ,[object Object],[object Object]
savoir répondre au dialogue si vous l’engagez,
ne pas s’immiscer dans sa sphère privé…2,[object Object]
Respect de la Marque,[object Object],2,[object Object],Tant de temps et d’investissements consacrés pour faire connaître et aimer votre Marque ! ,[object Object],Comment peut-on alors oser imposer la Marque de façon agressive et dictatoriale sur un média one-to-one ? ,[object Object],Au titre du double respect (Internaute/Marque), nous nous répétons donc : « Toute action d’envahissement de l’écran, de recouvrement de contenu est à bannir » ,[object Object],[object Object]
Des clics qui génèrent un énorme taux de rebond ;
Des clics que vous allez payer pour rien ;
Et des internautes qui cherchent désespérément la petite croix pour vous mettre à la poubelle d’un geste rageur !3,[object Object]
3,[object Object],Une création adaptée,[object Object],Sur son ordinateur, l’internaute regarde les bannières et pavés :,[object Object],[object Object]
et l’œil reste sur ces formats en moyenne 2,5 sec. 			(source aami-ipsos)Ces deux chiffres montrent à quel point l’internaute ne se précipite pas sur la pub et la faible attention qu’il y porte. On s’y attendait !,[object Object],Plusieurs enseignements à en retirer :,[object Object],[object Object]
Une vidéo ou animation diffusée dans un pavé doit être « conçue pour ».
Le branding doit être fort et présent d’un bout à l’autre du message. Et quand il s’agit de diffusions sur le Mobile ou sur la Tablette, là aussi la création se doit d’être adaptée.,[object Object],4,[object Object]

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