{"id":16379,"date":"2026-05-14T10:53:17","date_gmt":"2026-05-14T08:53:17","guid":{"rendered":"https:\/\/refinery89.com\/?p=16379"},"modified":"2026-05-14T11:32:10","modified_gmt":"2026-05-14T09:32:10","slug":"publicites-natives-ou-publicitaires-lesquelles-fonctionnent-le-mieux","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/native-vs-display-ads-which-one-works-best\/","title":{"rendered":"Publicit\u00e9s natives vs publicitaires display : laquelle fonctionne le mieux ?"},"content":{"rendered":"

Dans la publicit\u00e9, il existe deux types de publics : ceux qui ne voient pas d'inconv\u00e9nient \u00e0 ce que les publicit\u00e9s soient tape-\u00e0-l'\u0153il, et ceux qui pr\u00e9f\u00e8rent une exp\u00e9rience plus transparente. C'est l\u00e0 qu'interviennent la publicit\u00e9 native et la publicit\u00e9 display. Dans cet article, nous allons d\u00e9tailler les principales diff\u00e9rences entre la publicit\u00e9 native et la publicit\u00e9 display, les formats publicitaires qu'elles proposent, et comment chacune peut impacter les performances de votre site web.<\/p>\n

 <\/p>\n

Que sont les publicit\u00e9s graphiques ?<\/strong><\/h2>\n

 <\/p>\n

Les annonces display sont des publicit\u00e9s visuelles, comme des images, des banni\u00e8res ou des vid\u00e9os, g\u00e9n\u00e9ralement utilis\u00e9es dans la publicit\u00e9 programmatique. Elles am\u00e9liorent la visibilit\u00e9 des pages, aidant \u00e0 engager les audiences et \u00e0 g\u00e9n\u00e9rer du trafic cibl\u00e9 pour augmenter les conversions. Leur objectif principal est d'\u00eatre plus attrayantes pour l'utilisateur. Elles sont parfaites pour accro\u00eetre la notori\u00e9t\u00e9 d'une marque, d'un produit ou d'un service.<\/p>\n

 <\/p>\n

Formats d'annonces display courants <\/strong><\/h2>\n

 <\/p>\n

Banni\u00e8res publicitaires<\/strong><\/h3>\n

 <\/p>\n

Les banni\u00e8res publicitaires sont le format le plus courant, elles apparaissent g\u00e9n\u00e9ralement sous forme d'image rectangulaire statique ou de graphique simple plac\u00e9 en haut ou en bas d'un site.<\/p>\n

 <\/p>\n

Publicit\u00e9s bas\u00e9es sur des images<\/strong><\/h3>\n

 <\/p>\n

Les publicit\u00e9s bas\u00e9es sur des images visent principalement \u00e0 capter l'attention de l'utilisateur \u00e0 l'aide d'une seule image ou d'une s\u00e9rie d'images statiques. Contrairement aux banni\u00e8res publicitaires traditionnelles, elles sont con\u00e7ues pour d\u00e9livrer un message visuel plus fort et interagir avec l'utilisateur par le biais du design et de la cr\u00e9ativit\u00e9.<\/p>\n

 <\/p>\n

Publicit\u00e9s vid\u00e9o affich\u00e9es<\/strong><\/h3>\n

 <\/p>\n

Les publicit\u00e9s vid\u00e9o utilisent du contenu vid\u00e9o au lieu d'images statiques. Elles se lancent g\u00e9n\u00e9ralement automatiquement ou r\u00e9agissent aux interactions de l'utilisateur, \u00e9tant davantage ax\u00e9es sur le r\u00e9cit.<\/p>\n

 <\/p>\n

Publicit\u00e9s enrichies<\/strong><\/h3>\n

 <\/p>\n

Publicit\u00e9s enrichies<\/a> sont le format le plus interactif. Ils incluent des animations, des vid\u00e9os, de l'audio, parfois m\u00eame des mini-jeux, encourageant les utilisateurs \u00e0 interagir avec le contenu.<\/p>\n

 <\/p>\n

Qu'est-ce que la publicit\u00e9 native ?<\/strong><\/h2>\n

 <\/p>\n

Publicit\u00e9s natives<\/a> sont des formats publicitaires cam\u00e9l\u00e9ons. Ils sont con\u00e7us pour se fondre dans leur environnement, en imitant l'apparence, la sensation et le contenu. Traditionnellement statiques avec des images et du texte, ils apparaissent comme du contenu recommand\u00e9, sponsoris\u00e9 ou de marque. Contrairement aux publicit\u00e9s display, elles s'int\u00e8grent parfaitement au contenu en faisant correspondre le format m\u00e9dia dans lequel elles apparaissent.<\/p>\n

 <\/p>\n

Formats natifs courants<\/strong><\/h2>\n

 <\/p>\n

Annonces dans le fil<\/strong><\/h3>\n

 <\/p>\n

Dans les publicit\u00e9s du fil d'actualit\u00e9<\/a> Les formats d'annonces sont plac\u00e9s dans le flux de contenu d'un site web. Ils sont parfaitement con\u00e7us pour se fondre dans la mise en page d'un site web. Ils apparaissent g\u00e9n\u00e9ralement sous forme de publicit\u00e9 de produit ou de vid\u00e9o, cr\u00e9ant une exp\u00e9rience moins intrusive pour les utilisateurs.<\/p>\n

 <\/p>\n

Recommandations de contenu<\/strong><\/h3>\n

 <\/p>\n

Les recommandations de contenu sont une forme de contenu sponsoris\u00e9 qui appara\u00eet souvent en bas des articles, proposant des recommandations payantes similaires \u00e0 celles que l'utilisateur est en train de lire.<\/p>\n

 <\/p>\n

Annonces promues<\/strong><\/h3>\n

 <\/p>\n

Les annonces promues aident les produits ou services \u00e0 appara\u00eetre en haut des sites de shopping tout en ressemblant \u00e0 des r\u00e9sultats ordinaires, bien que les sites les signalent comme des publicit\u00e9s.<\/p>\n

 <\/p>\n

Widgets de recommandation<\/strong><\/h3>\n

 <\/p>\n

Les widgets de recommandation sont les formats les plus interactifs. Ils sont con\u00e7us pour \u00eatre plac\u00e9s sur des sites Web afin d'afficher des articles, des histoires ou des vid\u00e9os sugg\u00e9r\u00e9s. Ces widgets contiennent des publicit\u00e9s natives programmatiques qui recommandent du contenu pour d'autres \u00e9diteurs ou annonceurs, m\u00e9langeant ainsi du contenu promotionnel \u00e0 la d\u00e9couverte organique.<\/p>\n

 <\/p>\n

Principales diff\u00e9rences entre les publicit\u00e9s natives et les publicit\u00e9s display<\/strong><\/h2>\n

 <\/p>\n

Apparence <\/strong><\/h3>\n

 <\/p>\n

Publicit\u00e9s natives : Comme ces formats se fondent parfaitement dans le contenu qui les entoure, ils sont plus attrayants visuellement et moins perturbants pour l'utilisateur.<\/p>\n

Publicit\u00e9s display : Les publicit\u00e9s display ressemblent davantage \u00e0 la fille qui cherche \u00e0 tout prix \u00e0 attirer l'attention \u00e0 l'\u00e9cole. Elles semblent chercher \u00e0 attirer l'attention plus que les publicit\u00e9s natives, non seulement par leur conception cr\u00e9ative, mais aussi par un placement sp\u00e9cifique sur le site.<\/p>\n

 <\/p>\n

Exp\u00e9rience utilisateur<\/strong><\/h3>\n

 <\/p>\n

Native ads : Ces formats se concentrent sur une int\u00e9gration transparente, cr\u00e9ant une exp\u00e9rience utilisateur meilleure et plus fluide.<\/p>\n

Publicit\u00e9s display : Ces formats sont con\u00e7us pour attirer l'attention rapidement, souvent par le biais de pop-ups et de banni\u00e8res. Cependant, ils peuvent parfois sembler intrusifs et nuire \u00e0 l'exp\u00e9rience utilisateur.<\/p>\n

 <\/p>\n

Engagement<\/strong><\/h3>\n

 <\/p>\n

Publicit\u00e9s natives\u00a0: Les publicit\u00e9s natives sont con\u00e7ues pour apporter de la valeur aux utilisateurs gr\u00e2ce \u00e0 un contenu pertinent et attrayant.<\/p>\n

Publicit\u00e9s display : Bien que l'objectif principal des publicit\u00e9s display soit la visibilit\u00e9 imm\u00e9diate, leur engagement est g\u00e9n\u00e9ralement inf\u00e9rieur \u00e0 celui des publicit\u00e9s natives. Les utilisateurs ont tendance \u00e0 les ignorer, ce qui r\u00e9duit leur taux de conversion.<\/p>\n

 <\/p>\n

Placement<\/strong><\/h3>\n

 <\/p>\n

Publicit\u00e9s natives : Les publicit\u00e9s natives int\u00e8grent la publicit\u00e9 dans le contenu d'un site web en apparaissant dans les flux d'actualit\u00e9s, les liens recommand\u00e9s ou les articles sponsoris\u00e9s.<\/p>\n

Publicit\u00e9s display : D'autre part, les publicit\u00e9s display apparaissent g\u00e9n\u00e9ralement dans des espaces d\u00e9sign\u00e9s sur un site web, tels que des banni\u00e8res sup\u00e9rieures, des barres lat\u00e9rales ou des pop-ups. De plus, elles peuvent \u00e9galement appara\u00eetre sur diff\u00e9rentes plateformes pour accro\u00eetre leur visibilit\u00e9 et leur port\u00e9e.<\/p>\n

 <\/p>\n

C'est \u00e0 votre tour !<\/strong><\/h2>\n

 <\/p>\n

Maintenant que vous \u00eates pratiquement un expert en publicit\u00e9 native et display, c'est \u00e0 vous de choisir la strat\u00e9gie la plus adapt\u00e9e \u00e0 votre site web. Cependant, si vous ne savez toujours pas o\u00f9 se situe votre site web ou quelle strat\u00e9gie donnera les meilleurs r\u00e9sultats, appelez-nous. Notre \u00e9quipe exp\u00e9riment\u00e9e sera l\u00e0 pour vous aider \u00e0 chaque \u00e9tape du processus !<\/a><\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

In advertising, there are two types of audiences: those who don\u2019t mind ads being flashy, and those who prefer a more seamless experience. That\u2019s where Native and Display advertising come in. In this article, we\u2019ll break down the key differences between Native vs Display advertising, the ad formats they offer, and how each can impact […]<\/p>\n","protected":false},"author":26,"featured_media":16380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,22,14,297,12,20,11],"tags":[144,25,71,95,24,72,40],"class_list":["post-16379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faqs","category-news","category-partner_solutions","category-partners","category-publishers","category-refinery-academy","category-solutions","tag-ad-formats","tag-ad-inventory","tag-ad-tech","tag-advertising","tag-programmatic-advertising","tag-publishers","tag-revenue"],"yoast_head":"\nNative vs Display Ads: Which One Works Best? | Refinery89<\/title>\n<meta name=\"description\" content=\"Key differences between Native vs Display ads, the ad formats they offer, and how each can impact your website\u2019s performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/fr\/publicites-natives-ou-publicitaires-lesquelles-fonctionnent-le-mieux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Native vs Display Ads: Which One Works Best? | Refinery89\" \/>\n<meta property=\"og:description\" content=\"Key differences between Native vs Display ads, the ad formats they offer, and how each can impact your website\u2019s performance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/fr\/publicites-natives-ou-publicitaires-lesquelles-fonctionnent-le-mieux\/\" \/>\n<meta property=\"og:site_name\" content=\"Refinery89\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Refinery89\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-14T08:53:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-14T09:32:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/refinery89.com\/wp-content\/uploads\/2026\/05\/Blog-Post_Native-vs-Display.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carolina Ram\u00edrez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@refinery89\" \/>\n<meta name=\"twitter:site\" content=\"@refinery89\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carolina Ram\u00edrez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/\"},\"author\":{\"name\":\"Carolina Ram\u00edrez\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/#\\\/schema\\\/person\\\/0f80e621d26754438f63e6009b55057c\"},\"headline\":\"Native vs Display Ads: Which One Works Best?\",\"datePublished\":\"2026-05-14T08:53:17+00:00\",\"dateModified\":\"2026-05-14T09:32:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/\"},\"wordCount\":773,\"publisher\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/refinery89.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Blog-Post_Native-vs-Display.jpg\",\"keywords\":[\"ad formats\",\"Ad Inventory\",\"Ad Tech\",\"Advertising\",\"Programmatic Advertising\",\"Publishers\",\"Revenue\"],\"articleSection\":[\"FAQs\",\"News\",\"Partner solutions\",\"Partners\",\"Publishers\",\"Refinery Academy\",\"Solutions\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/\",\"url\":\"https:\\\/\\\/refinery89.com\\\/native-vs-display-ads-which-one-works-best\\\/\",\"name\":\"Native vs Display Ads: Which One Works Best? 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