{"id":24532,"date":"2018-02-12T15:00:35","date_gmt":"2018-02-12T15:00:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/unilever-menace-les-medias-en-ligne-de-retirer-ses-annonces-publicitaires\/"},"modified":"2018-02-12T15:00:35","modified_gmt":"2018-02-12T15:00:35","slug":"unilever-menace-les-medias-en-ligne-de-retirer-ses-annonces-publicitaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/unilever-menace-les-medias-en-ligne-de-retirer-ses-annonces-publicitaires\/","title":{"rendered":"Unilever menace les m\u00e9dias en ligne de retirer ses annonces publicitaires"},"content":{"rendered":"

Unilever <\/strong>menace de retirer ses publicit\u00e9s sur des plateformes en ligne, qui manquent de transparence et engendrent la division. C\u2019est ce qu\u2019a laiss\u00e9 entendre le responsable marketing Keith Weed lors du congr\u00e8s pour annonceurs IAB.<\/p>\n

<\/p>\n

\u00ab L\u2019\u00e9cosyst\u00e8me digital est obscur et frauduleux \u00bb<\/h2>\n

Unilever est le deuxi\u00e8me plus grand annonceur au monde \u2013 derri\u00e8re Procter & Gamble \u2013 avec un budget marketing annuel de 7,7 milliards d\u2019euros. Environ un quart de ce budget publicitaire est consacr\u00e9 au marketing online. Toutefois Keith Weed, chief marketing officer chez Unilever, a exprim\u00e9 ses pr\u00e9occupations concernant la cr\u00e9dibilit\u00e9 des m\u00e9dias en ligne lors du tr\u00e8s influent congr\u00e8s IAB \u00e0 Londres.<\/p>\n

\nDans un discours sans d\u00e9tour s\u2019adressant aux g\u00e9ants d\u2019internet comme Facebook, Youtube, Google et Twitter, Weed d\u00e9plore que \u00ab les \u2018fake news\u2019, le racisme, le sexisme, les terroristes diffusant des messages de haine, le contenu toxique ciblant les enfants, font qu\u2019une partie de l’internet est \u00e0 des kilom\u00e8tres de l\u00e0 o\u00f9 nous l’avions imagin\u00e9. \u00bb Et d\u2019ajouter : \u00ab L\u2019actuel \u00e9cosyst\u00e8me digital est obscur <\/a>dans le meilleur des cas, frauduleux dans le pire des cas. \u00bb<\/p>\n

\nC\u2019est pourquoi Unilever dit ne plus vouloir investir dans des plateformes qui ne prot\u00e8gent pas les enfants, qui engendrent la division et qui favorisent la col\u00e8re et la haine. Le g\u00e9ant de l\u2019agroalimentaire veut collaborer uniquement avec\u00a0 des plateformes qui s\u2019efforcent d\u2019avoir un impact positif sur la soci\u00e9t\u00e9 et cr\u00e9ent une meilleure infrastructure digitale.<\/p>\n

\nPas un ultimatum, mais une n\u00e9cessit\u00e9 de concertation<\/h2>\n

Pourtant le groupe anglo-n\u00e9erlandais ne veut pas poser d\u2019ultimatum aux m\u00e9dias en ligne, mais dit vouloir travailler \u00e0 une solution. Pour ce faire Unilever a d\u00e9j\u00e0 entam\u00e9 des discussions avec des partenaires online <\/a>comme Facebook Snapchat, Twitter et Amazon. Selon Weed, les marques doivent elles aussi prendre leur responsabilit\u00e9. L\u2019an dernier lors du m\u00eame congr\u00e8s Procter & Gamble avait tenu un discours similaire : \u00e0 l\u2019\u00e9poque le fabricant avait d\u00e9nonc\u00e9 le fait que bien souvent les publicit\u00e9s en ligne \u00e9taient inefficaces et que les m\u00e9dias online cr\u00e9aient de fausses attentes par de faux chiffres concernant le nombre de visites. P&G avait ensuite d\u00e9cid\u00e9 de supprimer chaque trimestre 100 millions de dollars de son budget marketing online.<\/p>\n

\nToutefois selon Unilever, les consommateurs ne se pr\u00e9occupent pas tant de faux chiffres de visites, de ce qui rapporte le plus aux annonceurs ou des algorithmes complexes utilis\u00e9s pour les atteindre, mais plut\u00f4t de voir que les marques font de la publicit\u00e9 \u00e0 c\u00f4t\u00e9 de contenus favorisant la haine ou exploitant les enfants, d\u2019\u00eatre oblig\u00e9s de voir cent fois par jour la m\u00eame publicit\u00e9 et de constater que leurs donn\u00e9es sont utilis\u00e9es \u00e0 mauvais escient ou vol\u00e9es.<\/p>\n

\n2018 sera soit une ann\u00e9e de confiance, soit une ann\u00e9e o\u00f9 les gens se retourneront contre les g\u00e9ants d\u2019internet, estime Keith Weed. Le probl\u00e8me ne concerne pas uniquement le secteurs des m\u00e9dias et du marketing, il s\u2019agit d\u2019un probl\u00e8me g\u00e9n\u00e9ral qui touche toutes les marques et tous les secteurs. \u00ab C\u2019est un probl\u00e8me profond et syst\u00e9matique, une question de confiance qui risque de miner fondamentalement\u00a0 la relation entre les consommateurs et les marques \u00bb, car \u00ab si la confiance du consommateur est entam\u00e9e, nous en subirons tous les dommages \u00bb, souligne-t-il.<\/p>\n

\nKeith Weed \u00e9lu WFA Global Marketer of the Year<\/h2>\n

Le hasard veut que Keith Weed vienne d\u2019\u00eatre couronn\u00e9 pour son engagement pars ses coll\u00e8gues marketeurs. Le directeur marketing & communication d\u2019Unilever a \u00e9t\u00e9 \u00e9lu \u2018Global Marketer of the Year\u2019 de la World Federation of Advertisers (WFA)<\/a>.<\/p>\n

\nWeed a gagn\u00e9 cet award, d\u00e9cern\u00e9 pour la premi\u00e8re fois cette ann\u00e9e, avec 36% des voix : 6.000 professionnels du secteur du marketing ont \u00e9mis leur vote en sa faveur. Parmi les autres nomin\u00e9s figuraient : Marc Pritchard (P&G), Raja Rajamannar (Mastercard), Jane Wakely (Mars), Glory Zhang (Huawei) et Hans-Christian Schwingen (Deutsche Telekom).
\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Unilever menace de retirer ses publicit\u00e9s sur des plateformes en ligne, qui manquent de transparence et engendrent la division. C\u2019est ce qu\u2019a laiss\u00e9 entendre le responsable marketing Keith Weed lors du congr\u00e8s pour annonceurs IAB. \u00ab L\u2019\u00e9cosyst\u00e8me digital est obscur et frauduleux \u00bb Unilever est le deuxi\u00e8me plus grand annonceur au monde \u2013 derri\u00e8re Procter […]<\/p>\n","protected":false},"author":1,"featured_media":24529,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,24,25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-24532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-food","category-general"],"acf":[],"yoast_head":"\nUnilever menace les m\u00e9dias en ligne de retirer ses annonces publicitaires - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unliver menace de retirer ses publicit\u00e9s sur des plateformes en ligne, qui manquent de transparence et engendrent la division. 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