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Publicité en ligne^[3] is a digital stratégie de marketing^[1] qui utilise le Internet^[8] as a medium to promote products and services. It began its journey in 1995 and since then, it has evolved significantly. Early restrictions on online publicité^[6] were lifted when NSFNet ended its commercial use ban in 1991. The first notable online ad was sent in 1978 by DEC and email marketing^[4] grew rapidly thereafter. Over the years, various advertising formats and strategies have emerged. These include floating ads, expanding ads, trick banners, and News Feed Ads among others. Online advertising also employs advanced techniques like programmatic advertising, behavioral targeting, and geotargeting^[5]. Additionally, it involves a variety of ventes^[11] and delivery models, with site web^[9] publishers either serving ads directly or outsourcing them to agencies. Google^[10], with its tools like AdWords, has played a significant role in popularizing online advertising. Today, this form of advertising is an integral part of the digital world, merging with editorial content, médias sociaux^[7]et mobile advertising^[2].

Définitions des termes

1. ↑ stratégie de marketing. La "stratégie de marketing" est un terme qui englobe le plan général des efforts de marketing d'une entreprise. Il s'agit notamment de définir l'orientation pour les périodes de planification futures, de se concentrer sur la valeur pour le client et d'anticiper la croissance. Cette planification stratégique vise à combler le fossé stratégique pour une croissance durable en organisant les ressources pour obtenir un avantage concurrentiel. Une stratégie de marketing implique également une planification à long terme afin d'identifier les nouvelles opportunités commerciales et les menaces potentielles. Elle utilise divers éléments tels que la tarification, le service à la clientèle, la stratégie de mise sur le marché, l'emballage et la cartographie du marché. En outre, cette stratégie utilise des mesures pour suivre les performances et une analyse stratégique pour identifier la position actuelle de l'entreprise. Elle nécessite également une vision et une mission claires pour l'organisation. En outre, les planificateurs stratégiques utilisent divers outils de recherche et techniques d'analyse pour évaluer les performances des marques concurrentes. En fin de compte, une stratégie de marketing vise à obtenir un avantage concurrentiel durable.

2. ↑ mobile advertising. Mobile advertising is a specific branch of mobile marketing that involves promoting products or services using mobile devices as a medium. It's a rapidly expanding sector, with its global market worth estimated at €1 billion in 2008 and projected to reach a whopping $247 billion in 2020. This type of advertising encompasses various formats, including click-to-download, click-to-call, and click-to-message ads, image text and banner ads, and push notifications. It's often coded in HTML5 for rich media on mobile and adjusts for different handset screen sizes and supported technologies. Mobile advertising offers immediate responsiveness for advertisers and is seen as a new media channel, particularly since the inception of SMS advertising in the early 2000s. However, despite its growth, it still represents a small portion of the overall advertising industry. The sector is also known for its engagement marketing, use of behavioral data for ad customization, and raising concerns over privacy infringement.

3. ↑ Publicité en ligne ( Online advertising )

1 Online Advertising refers to the method of delivering promotional content to users through the internet. It began in 1995, with significant developments such as the first email advertising in 1978, the introduction of online banner advertising in the early 1990s, and the launch of Google's AdWords in 2000. Various formats and sales models are used, including floating and expanding ads, trick banners and News Feed Ads, often sold in real-time bidding markets. The practice of programmatic advertising uses software to select and target ads, leveraging data from cookies and behavioral tracking to create detailed user profiles. This is complemented by Data Management Platforms, which manage first, second, and third-party data. The process of ad exchange involves ad space offers being sent to an ad exchange, where demand side platforms bid on the space. Social Media Marketing and Mobile Advertising are also prevalent forms, with the latter experiencing significant growth due to increased mobile device usage. These methods aim to increase website visibility, enhance brand engagement, and improve customer reach.

2 Online advertising is a marketing strategy that involves the use of the internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. It has evolved from the early days of simple email marketing and banner ads to more sophisticated methods like search ads, social media, and mobile advertising. This form of advertising is driven by various sales and delivery models, including direct management by website publishers, outsourcing to agencies, ad exchanges, and automated programmatic advertising. Innovative techniques have emerged over time, aiming to capture user attention and increase engagement. These strategies include floating and expanding ads, trick banners, news feed ads, search engine marketing, and social media marketing. The evolution of online advertising showcases its adaptability to changing consumer behavior and technology advancements.

3 Online advertising, also known as digital advertising, is a modern marketing strategy that uses the internet to deliver promotional content to consumers. It originated around the mid-1990s and has since undergone significant evolution, notably shifting from early restrictions on commercial activities on networks like ARPANET and NSFNet. Online advertising includes various formats such as floating ads, expanding ads, trick banners, and news feed ads. It utilizes advanced technology like programmatic advertising and data management platforms to automate ad sale and delivery, improve targeting, and enhance efficiency. Key strategies under online advertising include Search Engine Marketing (SEM), Search Engine Optimization (SEO), sponsored search, social media marketing, and mobile advertising. These strategies aim to increase website visibility, improve relevance to search terms, and deliver ad content across different platforms and devices.

4 Online advertising refers to the use of internet services to deliver promotional marketing messages to consumers. It encompasses a wide range of services, from email marketing, which started in 1978, to modern-day mobile advertising. Online advertising saw significant growth from the early 1990s with the advent of display ads and has since evolved to include various ad formats such as floating ads, expanding ads, trick banners, and News Feed Ads. The industry has also seen a shift towards integrating advertising into editorial content or services, focusing on social media advertising, and increasing mobile ad spending. Data management platforms are used to aggregate and categorize user data, and programmatic advertising further targets ads using this data. Search Engine Marketing (SEM) and Search Engine Optimization (SEO), sponsored searches, and mobile advertising are all critical facets of online advertising. This multi-faceted approach allows for a personalized and targeted advertising experience for users.

5 Online advertising is a digital marketing strategy that uses the internet as a medium to promote products and services. It began its journey in 1995 and since then, it has evolved significantly. Early restrictions on online advertising were lifted when NSFNet ended its commercial use ban in 1991. The first notable online ad was sent in 1978 by DEC and email marketing grew rapidly thereafter. Over the years, various advertising formats and strategies have emerged. These include floating ads, expanding ads, trick banners, and News Feed Ads among others. Online advertising also employs advanced techniques like programmatic advertising, behavioral targeting, and geotargeting. Additionally, it involves a variety of sales and delivery models, with website publishers either serving ads directly or outsourcing them to agencies. Google, with its tools like AdWords, has played a significant role in popularizing online advertising. Today, this form of advertising is an integral part of the digital world, merging with editorial content, social media, and mobile advertising.

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Glossaire : Publicité en ligne

Publicité en ligne (Wikipedia)

Publicité en ligneégalement connu sous le nom de online marketing, Internet advertising, digital advertising ou web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

In 2016, Internet advertising revenues in the United States surpassed those of cable television et broadcast television. In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016. And research estimates for 2019's online advertising spend put it at $125.2 billion in the United States, some $54.8 billion higher than the spend on television ($70.4 billion).

Many common online advertising practices are controversial and, as a result, have become increasingly subject to regulation. Many internet users also find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons. Online ad revenues also may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to place their content behind paywalls.

Significations alternatives :

Publicité en ligne
Online advertising is a marketing strategy that involves the use of the internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. It has evolved from the early days of simple email marketing and banner ads to more sophisticated methods like search ads, social media, and mobile advertising. This form of advertising is driven by various sales and delivery models, including direct management by website publishers, outsourcing to agencies, ad exchanges, and automated programmatic advertising. Innovative techniques have emerged over time, aiming to capture user attention and increase engagement. These strategies include floating and expanding ads, trick banners, news feed ads, search engine marketing, and social media marketing. The evolution of online advertising showcases its adaptability to changing consumer behavior and technology advancements.
Publicité en ligne
Online advertising, also known as digital advertising, is a modern marketing strategy that uses the internet to deliver promotional content to consumers. It originated around the mid-1990s and has since undergone significant evolution, notably shifting from early restrictions on commercial activities on networks like ARPANET and NSFNet. Online advertising includes various formats such as floating ads, expanding ads, trick banners, and news feed ads. It utilizes advanced technology like programmatic advertising and data management platforms to automate ad sale and delivery, improve targeting, and enhance efficiency. Key strategies under online advertising include Search Engine Marketing (SEM), Search Engine Optimization (SEO), sponsored search, social media marketing, and mobile advertising. These strategies aim to increase website visibility, improve relevance to search terms, and deliver ad content across different platforms and devices.
Publicité en ligne
Online advertising refers to the use of internet services to deliver promotional marketing messages to consumers. It encompasses a wide range of services, from email marketing, which started in 1978, to modern-day mobile advertising. Online advertising saw significant growth from the early 1990s with the advent of display ads and has since evolved to include various ad formats such as floating ads, expanding ads, trick banners, and News Feed Ads. The industry has also seen a shift towards integrating advertising into editorial content or services, focusing on social media advertising, and increasing mobile ad spending. Data management platforms are used to aggregate and categorize user data, and programmatic advertising further targets ads using this data. Search Engine Marketing (SEM) and Search Engine Optimization (SEO), sponsored searches, and mobile advertising are all critical facets of online advertising. This multi-faceted approach allows for a personalized and targeted advertising experience for users.
Publicité en ligne
Online Advertising refers to the method of delivering promotional content to users through the internet. It began in 1995, with significant developments such as the first email advertising in 1978, the introduction of online banner advertising in the early 1990s, and the launch of Google's AdWords in 2000. Various formats and sales models are used, including floating and expanding ads, trick banners and News Feed Ads, often sold in real-time bidding markets. The practice of programmatic advertising uses software to select and target ads, leveraging data from cookies and behavioral tracking to create detailed user profiles. This is complemented by Data Management Platforms, which manage first, second, and third-party data. The process of ad exchange involves ad space offers being sent to an ad exchange, where demand side platforms bid on the space. Social Media Marketing and Mobile Advertising are also prevalent forms, with the latter experiencing significant growth due to increased mobile device usage. These methods aim to increase website visibility, enhance brand engagement, and improve customer reach.

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