{"id":5768,"date":"2022-01-27T12:04:02","date_gmt":"2022-01-27T10:04:02","guid":{"rendered":"https:\/\/www.optidigital.com\/?p=5768"},"modified":"2025-05-05T16:43:28","modified_gmt":"2025-05-05T14:43:28","slug":"meilleurs-formats-publicitaires-2022","status":"publish","type":"post","link":"https:\/\/optidigital.com\/fr\/ressources\/blog\/meilleurs-formats-publicitaires-2022\/","title":{"rendered":"Les meilleurs formats publicitaires en 2022"},"content":{"rendered":"\n<p><strong>Lorsqu&rsquo;il est question de formats publicitaires en ligne, les possibilit\u00e9s sont nombreuses et les choix souvent difficiles.&nbsp;La taille de vos annonces et leur emplacement ont un impact direct sur la rentabilit\u00e9 de votre inventaire.&nbsp; En effet, une utilisation judicieuse des tendances peut vous permettre d&rsquo;augmenter vos taux de visibilit\u00e9 et RPM pages, tout en pr\u00e9servant l\u2019exp\u00e9rience utilisateur.<\/strong> <strong>Dans cet article, nous vous pr\u00e9sentons notre derni\u00e8re analyse sur les meilleurs formats publicitaires en 2022 et les tendances d\u2019emplacement et d\u2019habillage des annonces.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les tailles les plus en vogue sur desktop et mobile<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.optidigital.com\/wp-content\/uploads\/2022\/01\/2022-Best-Formats-Article-01-2-1024x450.png\" alt=\"Desktop formats publicitaires 2022\" class=\"wp-image-5772\" style=\"width:768px;height:338px\"\/><figcaption class=\"wp-element-caption\">Source : <a href=\"https:\/\/www.iab.com\/guidelines\/iab-new-ad-portfolio\/\" target=\"_blank\" rel=\"noreferrer noopener\">Advertising Creative Guidelines<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Tout comme l&rsquo;ann\u00e9e derni\u00e8re le format <strong>300&#215;250 occupe la premi\u00e8re place du podium<\/strong> parmi les tailles les plus pl\u00e9biscit\u00e9es sur desktop, puisqu\u2019il regroupe 40% des impressions publicitaires totales. On retrouve ensuite, l<strong>e Leaderboard (728&#215;90)<\/strong> et le <strong>Grand Rectangle (336&#215;280)<\/strong>. Ces trois formats font partie des formats standards d\u00e9finis par l&rsquo;IAB. Cette association qui a pour objectif de promouvoir des pratiques publicitaires optimales et respectueuses de l\u2019exp\u00e9rience utilisateur.<\/p>\n\n\n\n<p>Lire : <a href=\"https:\/\/www.optidigital.com\/les-meilleurs-formats-publicitaires-en-2021\/\" target=\"_blank\" rel=\"noreferrer noopener\">Les meilleurs formats publicitaires en 2021<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.optidigital.com\/wp-content\/uploads\/2022\/01\/2022-Best-Formats-Article-02-1-1024x452.png\" alt=\"mobile formats publicitaires 2022\" class=\"wp-image-5773\" style=\"width:768px;height:339px\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En 2021, les utilisateurs ont pass\u00e9 3,8 trillions d&rsquo;heures sur mobile, un record !&nbsp; Selon une \u00e9tude r\u00e9alis\u00e9e par <a href=\"https:\/\/www.prnewswire.com\/news-releases\/mobile-is-the-goat-greatest-of-all-time-301458224.html\" target=\"_blank\" rel=\"noreferrer noopener\">App Annie<\/a>, soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e dans l&rsquo;analyse de donn\u00e9es mobiles, <strong>les d\u00e9penses publicitaires sur mobile ont d\u00e9pass\u00e9 295 milliards de dollars en 2021 dans le monde<\/strong>, et repr\u00e9sentaient 70% des d\u00e9penses num\u00e9riques. Zoom sur les tendances \u00e0 adopter pour maximiser vos revenus sur mobile :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le format <strong>300&#215;250<\/strong> pixels : aussi connu sous le nom de medium rectangle ad, repr\u00e9sente 40% des impressions publicitaires totales et occupe donc la premi\u00e8re place du podium pour les annonces sur mobile. Compatible sur desktop et mobile, nous vous conseillons de l&rsquo;utiliser en c\u0153ur de contenu. Sa taille permet aux annonceurs de diffuser des annonces impactantes (image + texte), sans perturber l\u2019exp\u00e9rience utilisateur. <a href=\"https:\/\/www.optidigital.com\/pourquoi-faut-il-accorder-de-limportance-aux-emplacements-publicitaires-dans-sa-strategie-de-monetisation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Notre solution d\u2019insertion automatique des publicit\u00e9s<\/a> permet justement aux \u00e9diteurs, gr\u00e2ce \u00e0 un algorithme, de r\u00e9partir ces annonces de mani\u00e8re harmonieuse sur la page.<\/li>\n\n\n\n<li>Le <strong>320&#215;50<\/strong> pixels : ce format est tr\u00e8s populaire aupr\u00e8s des annonceurs, malgr\u00e9 sa petite taille. Pour optimiser sa visibilit\u00e9, nous vous conseillons de l\u2019utiliser en bas de page, en sticky, et de le combiner \u00e0 notre solution d\u2019<a href=\"https:\/\/www.optidigital.com\/le-rafraichissement-automatique-des-publicites-est-il-rentable\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad refresh<\/a>.<\/li>\n\n\n\n<li><strong>Les annonces interstitielles <\/strong>: offrant des CTR in\u00e9galables et des eCPM \u00e9lev\u00e9s, les annonces interstitielles repr\u00e9sentent une option non n\u00e9gligeable pour les \u00e9diteurs souhaitant booster leur revenus. Nous conseillons cependant aux \u00e9diteurs de les utiliser avec pr\u00e9caution, en ajustant notamment le capping. L\u2019utilisation de ce format est, par ailleurs, soumise \u00e0 certaines r\u00e8gles d\u00e9finies par la <a href=\"https:\/\/www.betterads.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Coalition for Better Ads<\/a>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-174197273423\"\n  style=\"max-width:100%; max-height:100%; width:650px;height:162.5px\" data-hubspot-wrapper-cta-id=\"174197273423\">\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLIWdvEGEX9Prq0El04kFiZnqT3ivlX7a5Xevf6naFtpi%2FBZzlWpwyhJZmkl3UkubMz8bO1VyaptjX005ORMvbpIcvlrSnr3g6fKVFYc2ZJr8AgJ3ExGm76ZydSqmrwQQMpUmtdqcvTZHxPpCDfqsS7F9dOl%2BHEKeymc1tXfHd%2BnZtRVDMYkfhVX7SM9Rtnri3ZwLQ%2BPQrNUoh7ds4eRU5JIzVaqfsPBEyxnQK1Vi8PMGWgRZ0qQ4YUxsi97pT6LfF2wF5NCig%3D%3D&#038;webInteractiveContentId=174197273423&#038;portalId=4547509\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"2-Jul-31-2024-10-28-08-2442-AM\" loading=\"lazy\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/4547509\/interactive-174197273423.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/>\n  <\/a>\n<\/div>\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">La vid\u00e9o<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.optidigital.com\/wp-content\/uploads\/2022\/01\/Video-FR-1024x543.png\" alt=\"Format vid\u00e9o outstream instream display formats publicitaires 2022\" class=\"wp-image-5776\" style=\"width:768px;height:407px\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Selon <a href=\"https:\/\/www.sri-france.org\/etudes-et-chiffre-cles\/observatoire-de-le-pub-sri\/26eme-observatoire-de-pub\/\" target=\"_blank\" rel=\"noreferrer noopener\">une \u00e9tude r\u00e9alis\u00e9e par le SRI et l\u2019UDECAM<\/a><strong>,<\/strong> l\u2019utilisation du format vid\u00e9o (instream et outstream) a connu <strong>une hausse de 57 % entre le S1 2020 et le S1 2021<\/strong>,&nbsp; repr\u00e9sentant 45 % du display total et faisant de ce format un \u00e9l\u00e9ment \u00e0 ne pas omettre dans sa strat\u00e9gie de mon\u00e9tisation.<br>R\u00e9cemment nous avons mis en \u0153uvre, pour l\u2019un de nos clients,&nbsp;notre solution <a href=\"https:\/\/www.optidigital.com\/success-story-tokyvideo-2\/\">Header Bidding sur de la vid\u00e9o Instream<\/a> et avons observ\u00e9 une am\u00e9lioration du taux de remplissage.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">La publicit\u00e9 native<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Les formats \u00ab\u00a0natifs\u00a0\u00bb , \u00e0 ne pas confondre avec les contenus sponsoris\u00e9s g\u00e9n\u00e9ralement localis\u00e9s en fin d&rsquo;articles, font r\u00e9f\u00e9rence aux publicit\u00e9s utilisant des feuilles de style natives et affich\u00e9es aux m\u00eames emplacements que la publicit\u00e9 display.<\/p>\n\n\n\n<p>Les annonces natives permettent d\u2019int\u00e9grer des publicit\u00e9s respectueuses de la navigation de l\u2019internaute. Elles sont con\u00e7ues pour correspondre \u00e0 la charte graphique du site (couleurs, polices de caract\u00e8res).<\/p>\n\n\n\n<p>Selon une \u00e9tude publi\u00e9e par <a href=\"https:\/\/www.iabfrance.com\/publication\/guide-du-native-advertising-pour-annonceurs\" target=\"_blank\" rel=\"noreferrer noopener\">IAB France en 2020<\/a>, la publicit\u00e9 native :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enregistre <strong>un taux d\u2019interaction sup\u00e9rieur aux formats display<\/strong><\/li>\n\n\n\n<li><strong>Augmente l\u2019intention d\u2019achat <\/strong>apr\u00e8s un clic, par rapport \u00e0 une annonce display\u00a0<\/li>\n\n\n\n<li>Repr\u00e9sente <strong>22% des d\u00e9penses Display<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Lorsque l&rsquo;\u00e9diteur fait l&rsquo;effort d&rsquo;int\u00e9grer les annonces natives issues des diff\u00e9rentes places de march\u00e9 programmatiques et d&rsquo;en personnaliser l&rsquo;affichage, <strong>la part des revenus provenant du natif cro\u00eet de mani\u00e8re tr\u00e8s forte<\/strong>. Nous observons d\u2019ailleurs ce ph\u00e9nom\u00e8ne sur les inventaires optimis\u00e9s par Opti Digital o\u00f9 ce format natif est pr\u00e9sent dans tous les emplacements.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>Pour savoir comment Opti Digital travaille avec la publicit\u00e9 native pour booster les revenus de ses \u00e9diteurs, <a href=\"https:\/\/www.optidigital.com\/contact\/\">contactez-nous&nbsp;<\/a>!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lorsqu&rsquo;il est question de formats publicitaires en ligne, les possibilit\u00e9s sont nombreuses et les choix souvent difficiles.&nbsp;La taille de vos annonces et leur emplacement ont un impact direct sur la rentabilit\u00e9 de votre inventaire.&nbsp; En effet, une utilisation judicieuse des tendances peut vous permettre d&rsquo;augmenter vos taux de visibilit\u00e9 et RPM pages, tout en pr\u00e9servant &#8230; <a title=\"Les meilleurs formats publicitaires en 2022\" class=\"read-more\" href=\"https:\/\/optidigital.com\/fr\/ressources\/blog\/meilleurs-formats-publicitaires-2022\/\" aria-label=\"En savoir plus sur Les meilleurs formats publicitaires en 2022\">Lire la suite<\/a><\/p>\n","protected":false},"author":13,"featured_media":24178,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[394,401],"tags":[],"class_list":["post-5768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-publicite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les meilleurs formats publicitaires en 2022 - Optidigital<\/title>\n<meta name=\"description\" content=\"Quels formats publicitaires choisir en 2022 ? 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