{"id":3177,"date":"2024-06-18T18:59:00","date_gmt":"2024-06-18T16:59:00","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=3177"},"modified":"2025-11-24T23:24:58","modified_gmt":"2025-11-24T22:24:58","slug":"social-ads-instagram-teste-la-publicite-non-skippable","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/en\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/","title":{"rendered":"Social Ads : Instagram teste la publicit\u00e9 non-skippable"},"content":{"rendered":"<p class=\"has-medium-font-size\">Les plateformes de r\u00e9seaux sociaux cherchant constamment des moyens d&rsquo;optimiser la diffusion des publicit\u00e9s, garantissant ainsi aux annonceurs une efficacit\u00e9 maximale. Pour cela, les formats non-skippables sont apparus, permettant une meilleure attention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Instagram pour s&rsquo;ouvrir \u00e0 de la publicit\u00e9 forc\u00e9e<\/h2>\n\n\n\n<p>Dans ce contexte, Instagram teste une nouvelle fa\u00e7on d&rsquo;afficher les publicit\u00e9s : les publicit\u00e9s non-skippable que l&rsquo;on pourrait traduire par non-passable. Cette innovation promet d&rsquo;avoir un impact significatif \u00e0 la fois sur les utilisateurs et les annonceurs. La m\u00e9canique est particuli\u00e8rement connue sur YouTube, le concept \u00e9tant ici d&rsquo;amener \u00e0 des pauses obligatoires lors du d\u00e9filement du fil d&rsquo;actualit\u00e9, o\u00f9 les utilisateurs doivent regarder une publicit\u00e9 durant entre 3 et 10 secondes avant de pouvoir continuer \u00e0 faire d\u00e9filer.<\/p>\n\n\n\n<p>Le test de cette fonctionnalit\u00e9 a \u00e9t\u00e9 confirm\u00e9 par Matthew Tye, porte-parole d&rsquo;Instagram, dans une <a href=\"https:\/\/www.theverge.com\/2024\/6\/3\/24170682\/instagram-unskippable-ads-test\">interview avec The Verge<\/a>. Selon Tye, Instagram teste constamment de nouveaux formats qui peuvent ajouter de la valeur pour les annonceurs, et cette nouvelle strat\u00e9gie en est un exemple clair.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Le d\u00e9fi de l&rsquo;attention reste au coeur du sujet<\/h2>\n\n\n\n<p>Contrairement aux publicit\u00e9s traditionnelles, qui peuvent \u00eatre facilement ignor\u00e9es, ces \u00ab pauses publicitaires \u00bb garantissent que les utilisateurs regardent la publicit\u00e9 en entier avant de revenir \u00e0 leur contenu d\u00e9sir\u00e9. La logique derri\u00e8re est de permettre aux annonceurs de garantir que leurs publicit\u00e9s sont effectivement vues, et non juste imprim\u00e9es \u00e0 l&rsquo;\u00e9cran..<\/p>\n\n\n\n<p>Cette nouvelle fonctionnalit\u00e9, non seulement renforce la valeur per\u00e7ue pour les annonceurs, mais pourrait \u00e9galement entra\u00eener une augmentation significative des revenus publicitaires d&rsquo;Instagram.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Tiktok sur une dynamique similaire?<\/h2>\n\n\n\n<p>TikTok souligne souvent le fait qu&rsquo;il est crucial de donner aux utilisateurs le contr\u00f4le de leur exp\u00e9rience publicitaire pour maintenir et augmenter leur engagement. En proposant des publicit\u00e9s que l&rsquo;on peut passer, les marques peuvent am\u00e9liorer l&rsquo;exp\u00e9rience utilisateur, ce qui conduit \u00e0 un engagement plus \u00e9lev\u00e9 et \u00e0 des interactions plus significatives avec le contenu&#8230;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"860\" height=\"240\" src=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/image.png\" alt=\"\" class=\"wp-image-3181\" srcset=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/image.png 860w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/image-300x84.png 300w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/image-768x214.png 768w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/image-18x5.png 18w\" sizes=\"auto, (max-width: 860px) 100vw, 860px\" \/><\/figure>\n\n\n\n<p>Pour autant, la plateforme teste des alternatives permettant de passer la publicit\u00e9, mais via un CTA afin limiter le swipe\/scroll sur les publicit\u00e9s, tout en offrant la possibilit\u00e9 de passer le contenu publicitaire.<\/p>","protected":false},"excerpt":{"rendered":"<p>Les plateformes de r\u00e9seaux sociaux cherchant constamment des moyens d&rsquo;optimiser la diffusion des publicit\u00e9s, garantissant ainsi aux annonceurs une efficacit\u00e9 maximale. Pour cela, les formats non-skippables sont apparus, permettant une meilleure attention. Instagram pour s&rsquo;ouvrir \u00e0 de la publicit\u00e9 forc\u00e9e Dans ce contexte, Instagram teste une nouvelle fa\u00e7on d&rsquo;afficher les publicit\u00e9s : les publicit\u00e9s non-skippable [&hellip;]<\/p>","protected":false},"author":1,"featured_media":3229,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[103,98],"class_list":["post-3177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-future-of-ads","tag-social-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Ads : Instagram teste la publicit\u00e9 non-skippable | Becker &amp; Consulting<\/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:\/\/beckerandconsulting.com\/en\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Ads : Instagram teste la publicit\u00e9 non-skippable | Becker &amp; Consulting\" \/>\n<meta property=\"og:description\" content=\"Les plateformes de r\u00e9seaux sociaux cherchant constamment des moyens d&rsquo;optimiser la diffusion des publicit\u00e9s, garantissant ainsi aux annonceurs une efficacit\u00e9 maximale. Pour cela, les formats non-skippables sont apparus, permettant une meilleure attention. Instagram pour s&rsquo;ouvrir \u00e0 de la publicit\u00e9 forc\u00e9e Dans ce contexte, Instagram teste une nouvelle fa\u00e7on d&rsquo;afficher les publicit\u00e9s : les publicit\u00e9s non-skippable [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beckerandconsulting.com\/en\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\" \/>\n<meta property=\"og:site_name\" content=\"Becker &amp; Consulting\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/beckerandconsulting\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-18T16:59:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-24T22:24:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/instagram-non-skippable-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"851\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"jerome\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beckerandcltg\" \/>\n<meta name=\"twitter:site\" content=\"@beckerandcltg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"jerome\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\"},\"author\":{\"name\":\"jerome\",\"@id\":\"https:\/\/beckerandconsulting.com\/#\/schema\/person\/ed1a76b5a7c8ecb9d794e7f002674301\"},\"headline\":\"Social Ads : Instagram teste la publicit\u00e9 non-skippable\",\"datePublished\":\"2024-06-18T16:59:00+00:00\",\"dateModified\":\"2025-11-24T22:24:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\"},\"wordCount\":376,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/beckerandconsulting.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/instagram-non-skippable-3.jpg\",\"keywords\":[\"future of ads\",\"social ads\"],\"articleSection\":[\"Blog Post\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\",\"url\":\"https:\/\/beckerandconsulting.com\/blog\/social-ads-instagram-teste-la-publicite-non-skippable\/\",\"name\":\"Social Ads : Instagram teste la publicit\u00e9 non-skippable | Becker &amp; 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