{"id":10037,"date":"2020-08-28T10:04:00","date_gmt":"2020-08-28T09:04:00","guid":{"rendered":"https:\/\/www.keyade.com\/?p=10037"},"modified":"2020-09-17T16:34:51","modified_gmt":"2020-09-17T15:34:51","slug":"3-plateformes-qui-se-proposent-de-rendre-la-publicite-plus-responsable","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/3-plateformes-qui-se-proposent-de-rendre-la-publicite-plus-responsable","title":{"rendered":"3 plateformes qui se proposent de rendre la publicit\u00e9 plus responsable"},"content":{"rendered":"\n<p>Notre soci\u00e9t\u00e9 se transforme vite. 2020 a vu une acc\u00e9l\u00e9ration des prises de conscience li\u00e9es \u00e0 la n\u00e9cessit\u00e9 d\u2019une consommation plus solidaire, plus responsable, moins polluante. Et on n\u2019imagine pas un seul instant que la publicit\u00e9 puisse y r\u00e9sister (la Convention Citoyenne sur le Climat fait d\u2019ailleurs couler beaucoup d\u2019encre en ce moment). Sur un plan soci\u00e9tal, nous sommes au d\u00e9but d\u2019un important virage de fond et nous avons \u00e0 c\u0153ur de remplir notre r\u00f4le d\u2019agence en vous aidant \u00e0 prendre ce virage avec s\u00e9r\u00e9nit\u00e9.<\/p>\n\n\n\n<p>Vous retrouverez dans cet article les pr\u00e9sentations de trois solutions qui se proposent de rendre la publicit\u00e9 plus responsable, \u00e0 diff\u00e9rents niveaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Goodeed<\/h2>\n\n\n\n<p>Cr\u00e9\u00e9e en 2014, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.goodeed.com\/\" target=\"_blank\">Goodeed<\/a> se pr\u00e9sente comme \u00ab\u00a0la premi\u00e8re formule de publicit\u00e9 solidaire qui permet aux internautes de financer des projets \u00e9cologiques ou solidaires sans d\u00e9penser un seul centime, juste en visionnant une publicit\u00e9\u00a0\u00bb. A l\u2019origine, Goodeed \u00e9tait une simple communaut\u00e9 d\u2019internautes (350k) qui visionnaient des publicit\u00e9s sur un site et une appli. Aujourd\u2019hui la solution diffuse plus largement ses publicit\u00e9s gr\u00e2ce au \u00ab\u00a0Good Network\u00a0\u00bb (r\u00e9seau d\u2019\u00e9diteurs qui couvre 95% des m\u00e9dias fran\u00e7ais) et permet d\u2019activer de la publicit\u00e9 programmatique.<\/p>\n\n\n\n<p>Goodeed se diff\u00e9rencie gr\u00e2ce \u00e0 un package cr\u00e9atif impactant&nbsp;: l\u2019internaute est directement averti qu\u2019il est en train de regarder une publicit\u00e9 solidaire et une jauge interactive montre un transfert entre le logo de la marque et le logo de l\u2019association financ\u00e9e. Goodeed reverse 60% de ses b\u00e9n\u00e9fices \u00e0 des associations et projets solidaires.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Boon.Today et le label Ad For Good\u00ae<\/h2>\n\n\n\n<p>Cr\u00e9\u00e9e en 2016, la start-up <a href=\"https:\/\/fr.boon.today\/\" target=\"_blank\" rel=\"noreferrer noopener\">Boon.Today<\/a> a lanc\u00e9 en 2019 le label Ad4Good\u00ae, \u00ab&nbsp;premier label \u00e0 impact social et environnemental&nbsp;\u00bb destin\u00e9 au secteur de la publicit\u00e9 et de la communication. Pour b\u00e9n\u00e9ficier du label, les publicit\u00e9s doivent respecter la <a href=\"https:\/\/fr.adforgood.com\/convention\" target=\"_blank\" rel=\"noreferrer noopener\">charte Ad4Good<\/a> et la marque doit engager au moins 1% du budget total de sa campagne dans le financement d\u2019initiatives \u00e9cologiques ou \u00e0 fort impact social.<\/p>\n\n\n\n<p>Le principe repose sur le micro-don par l\u2019interaction&nbsp;: lorsque les consommateurs sont expos\u00e9s \u00e0 une publicit\u00e9 labellis\u00e9e et qu\u2019ils interagissent (par clic, scan, swipe, pas d\u2019application \u00e0 t\u00e9l\u00e9charger ou de compte \u00e0 cr\u00e9er), ils sont r\u00e9compens\u00e9s par une monnaie num\u00e9rique (les Boons) automatiquement cr\u00e9dit\u00e9e par la marque et qui leur permet de faire des dons aux organisations sociales de leur choix. Toutes les publicit\u00e9s des marques (digitales mais aussi OOH, presse, TV, magasin, influence\u2026) peuvent \u00eatre connect\u00e9es \u00e0 des projets solidaires et responsables.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Impact+<\/h2>\n\n\n\n<p>N\u00e9 en 2020, <a href=\"https:\/\/impact-plus.fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Impact+<\/a> propose une approche diff\u00e9rente et s\u2019attaque \u00e0 la pollution num\u00e9rique. La solution se positionne comme le premier tiers de confiance permettant de mesurer, r\u00e9duire puis compenser l\u2019empreinte carbone des campagnes digitales.<\/p>\n\n\n\n<p>Concr\u00e8tement, Impact+ analyse les param\u00e8tres de trafic qui influent sur la consommation \u00e9nerg\u00e9tique d\u2019une campagne digitale&nbsp;puis calcule l\u2019empreinte carbone de la campagne. L\u2019annonceur a ensuite acc\u00e8s \u00e0 un dashboard de visualisation comprenant les learnings et recommandations d\u2019am\u00e9lioration.<\/p>\n\n\n\n<p>Pour aller plus loin, Impact+ propose des projets de compensation certifi\u00e9s (plantations d\u2019arbre, traitement d\u2019eau potable, etc..) dans lesquels les annonceurs peuvent investir pour compenser le r\u00e9sidu incompressible de l\u2019empreinte carbone de leurs publicit\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><u><span style=\"text-decoration: underline;\">Notre avis<\/span><\/u><\/h2>\n\n\n\n<p>Le march\u00e9 est encore jeune&nbsp;! Aujourd\u2019hui, on peut avoir du mal \u00e0 comprendre la pertinence d\u2019un mod\u00e8le comme Boon.Today, bas\u00e9 sur une interaction volontaire (est-on vraiment s\u00fbr que le consommateur de 2020 sortirait son mobile pour scanner une publicit\u00e9 dans la rue&nbsp;?) ou on peut se sentir frustr\u00e9 devant les recommandations d\u2019Impact+ sans solution directe pour les appliquer. Ajoutons \u00e0 cela qu\u2019il sera probablement difficile pour les marques de concilier ces solutions avec une logique de performance ou de croissance.<\/p>\n\n\n\n<p>Le march\u00e9 est donc encore jeune, mais il n\u2019est pas impossible qu\u2019il catalyse bient\u00f4t une attention grandissante des consommateurs et que les publicit\u00e9s labellis\u00e9es ou les campagnes li\u00e9es \u00e0 des initiatives solidaires deviennent le nerf de la guerre de la publicit\u00e9 de demain. Une alternative pourrait consister \u00e0 envisager ces plateformes aujourd\u2019hui pour des objectifs de visibilit\u00e9 et branding, tout en inscrivant le projet dans une dynamique de long terme (afin d\u2019\u00e9viter le pi\u00e8ge contre-productif du \u2018greenwashing\u2019).<\/p>\n\n\n\n<p><em>Nous avons choisi de vous pr\u00e9senter ces trois plateformes en particulier pour la diversit\u00e9 de leurs mod\u00e8les \u2013 plusieurs autres offres existent en fonction des march\u00e9s \u2013 l\u2019id\u00e9e de fond \u00e9tant principalement d\u2019alimenter votre r\u00e9flexion quant \u00e0 ces sujets \u00e9mergeants.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Notre soci\u00e9t\u00e9 se transforme vite. 2020 a vu une acc\u00e9l\u00e9ration des prises de conscience li\u00e9es \u00e0 la n\u00e9cessit\u00e9 d\u2019une consommation plus solidaire, plus responsable, moins polluante. Et on n\u2019imagine pas un seul instant que la publicit\u00e9 puisse y r\u00e9sister (la Convention Citoyenne sur le Climat fait d\u2019ailleurs couler beaucoup d\u2019encre en ce moment). Sur un [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 plateformes qui se proposent de rendre la publicit\u00e9 plus responsable - Keyade<\/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.keyade.com\/en\/3-plateformes-qui-se-proposent-de-rendre-la-publicite-plus-responsable\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 plateformes qui se proposent de rendre la publicit\u00e9 plus responsable - Keyade\" \/>\n<meta property=\"og:description\" content=\"Notre soci\u00e9t\u00e9 se transforme vite. 2020 a vu une acc\u00e9l\u00e9ration des prises de conscience li\u00e9es \u00e0 la n\u00e9cessit\u00e9 d\u2019une consommation plus solidaire, plus responsable, moins polluante. 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Et on n\u2019imagine pas un seul instant que la publicit\u00e9 puisse y r\u00e9sister (la Convention Citoyenne sur le Climat fait d\u2019ailleurs couler beaucoup d\u2019encre en ce moment). 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