{"id":7207,"date":"2019-07-15T15:55:23","date_gmt":"2019-07-15T14:55:23","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7207"},"modified":"2019-08-01T13:49:49","modified_gmt":"2019-08-01T12:49:49","slug":"tiktok-ads","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/tiktok-ads\/","title":{"rendered":"TikTok Ads : le bilan des premi\u00e8res campagnes"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Tik-Tok-Ads-1024x348.jpg\" alt=\"tiktok ads\" class=\"wp-image-7209\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Tik-Tok-Ads-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Tik-Tok-Ads-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Tik-Tok-Ads-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/Tik-Tok-Ads-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>TikTok, c\u2019est quoi&nbsp;?<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.tiktok.com\/fr\/\">TikTok<\/a> est une application n\u00e9e en Chine en 2016. Elle a d\u00e9barqu\u00e9 en Europe en 2018, en fusionnant avec une autre application qui avait le vent en poupe, Musical.ly, provoquant un pic de t\u00e9l\u00e9chargement. Sur l\u2019application, les utilisateurs cr\u00e9ent et diffusent des vid\u00e9os courtes (10 secondes) boost\u00e9es \u00e0 l\u2019intelligence artificielle et se lancent des d\u00e9fis. L\u2019application cible principalement les moins de 24 ans.<\/p>\n\n\n\n<p>En\njanvier 2019, la plateforme est devenue l\u2019application la plus t\u00e9l\u00e9charg\u00e9e aux\nEtats-Unis et affiche aujourd\u2019hui 500 millions d\u2019utilisateurs actifs dans le\nmonde, dont 4 millions en France.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>TikTok Ads&nbsp;: 4 formats\npublicitaires<\/strong><\/h2>\n\n\n\n<p>Avec un tel engouement, TikTok pr\u00e9sente un potentiel publicitaire certain pour les annonceurs. Apr\u00e8s quelques d\u00e9boires de <em>brand safety<\/em> point\u00e9s par la presse en d\u00e9cembre 2018, l\u2019application s\u2019est conform\u00e9e aux standards europ\u00e9ens en mati\u00e8re de s\u00e9curit\u00e9 des donn\u00e9es (utilisateurs et annonceurs) et propose aujourd\u2019hui 4 formats publicitaires (TikTok Ads) adapt\u00e9s aux objectifs de notori\u00e9t\u00e9, de visibilit\u00e9 et d\u2019engagement&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u2018Brand take over\u2019<\/strong>, qui permet&nbsp;de diffuser\nune publicit\u00e9 d\u00e8s l\u2019ouverture de l\u2019application, un format exclusif ouvert \u00e0 un\nannonceur unique par jour.<\/li><li><strong>\u2018In-feed native video\u2019<\/strong>, un format qui s\u2019apparente \u00e0\nla publicit\u00e9 dans les Stories sur Instagram&nbsp;: la publicit\u00e9 appara\u00eet lors\ndu visionnage de vid\u00e9os partag\u00e9es.<\/li><li><strong>\u2018Hashtag challenge\u2019<\/strong>, qui permet de cr\u00e9er un\nconcours vid\u00e9o entre les utilisateurs.<\/li><li><strong>\u2018Lens 2D\u2019<\/strong>, \u2018<strong>Lens 3D\u2019 <\/strong>et<strong> \u2018Lens AR\u2019<\/strong>,\nsimilaires aux filtres sur Snapchat.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Premi\u00e8re campagne TikTok Ads @ Keyade&nbsp;: premier bilan mitig\u00e9 (mais optimiste)<\/strong><\/h2>\n\n\n\n<p>Cl\u00e9ment Aubin, Consultant Social Media chez Keyade, a activ\u00e9 les premi\u00e8res campagnes TikTok Ads pour le compte d\u2019un acteur de la restauration. Il expose ses premiers retours&nbsp;: \u00ab Tout d\u2019abord, il faut savoir qu\u2019\u00e0 l\u2019heure actuelle, TikTok ne dispose pas encore d\u2019une plateforme de gestion publicitaire et le param\u00e9trage d\u2019un compte et de ses campagnes est relativement long et complexe. Pour ma part, j\u2019ai activ\u00e9 le format \u2018In-feed native video\u2019 dans un objectif de notori\u00e9t\u00e9, avec des premiers r\u00e9sultats plut\u00f4t mitig\u00e9s. Nous avons atteint une couverture int\u00e9ressante sur notre cible mais les volumes sont tr\u00e8s faibles au regard de ce que l\u2019on peut obtenir sur d\u2019autres r\u00e9gies, et les co\u00fbts d\u2019impression (CPM) sont tr\u00e8s \u00e9lev\u00e9s. Dans notre cas, ces co\u00fbts d\u2019impression \u00e9taient environ 10 fois sup\u00e9rieurs aux CPM observ\u00e9s sur la campagne men\u00e9e en parall\u00e8le sur Snapchat.&nbsp;\u00bb<\/p>\n\n\n\n<p>Malgr\u00e9 ces r\u00e9sultats d\u00e9routants, Cl\u00e9ment poursuit son analyse&nbsp;: \u00ab&nbsp;Les premiers r\u00e9sultats souffrent forc\u00e9ment de la comparaison mais n\u2019oublions pas que TikTok est une r\u00e9gie naissante. Aujourd\u2019hui, les inventaires sont encore peu d\u00e9velopp\u00e9s et l\u2019interface de gestion ne nous permet pas d\u2019intervenir pour une optimisation plus continue des campagnes. Demain, avec plus d\u2019emplacements consacr\u00e9s \u00e0 la <a href=\"https:\/\/www.keyade.com\/services-agence\/paid-social\">publicit\u00e9 social m\u00e9dia<\/a> et un param\u00e9trage et une gestion facilit\u00e9s, il y a fort \u00e0 parier que TikTok repr\u00e9sentera une belle opportunit\u00e9 pour les marques d\u2019augmenter significativement la visibilit\u00e9 de leurs campagnes sur l\u2019audience tr\u00e8s jeune et tr\u00e8s sp\u00e9cifique de l\u2019application.&nbsp;\u00bb <\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok, c\u2019est quoi&nbsp;? TikTok est une application n\u00e9e en Chine en 2016. Elle a d\u00e9barqu\u00e9 en Europe en 2018, en fusionnant avec une autre application qui avait le vent en poupe, Musical.ly, provoquant un pic de t\u00e9l\u00e9chargement. Sur l\u2019application, les utilisateurs cr\u00e9ent et diffusent des vid\u00e9os courtes (10 secondes) boost\u00e9es \u00e0 l\u2019intelligence artificielle et se [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7211,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,137,295],"tags":[409,407,481],"class_list":["post-7207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-social-media","category-fil-actualite","tag-campagne-social-media","tag-publicite-social-media","tag-tiktok-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok Ads : le bilan des premi\u00e8res campagnes - Keyade<\/title>\n<meta name=\"description\" content=\"Cl\u00e9ment, Consultant Social Media chez Keyade, a activ\u00e9 les premi\u00e8res campagnes TikTok Ads et\u00a0expose ses premiers retours.\" \/>\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\/fr\/blog\/tiktok-ads\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok Ads : le bilan des premi\u00e8res campagnes - 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