{"id":51522,"date":"2021-10-06T13:17:46","date_gmt":"2021-10-06T13:17:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/albert-heijn-permet-aux-fabricants-de-marques-de-faire-de-la-publicite-en-ligne\/"},"modified":"2021-10-06T13:17:46","modified_gmt":"2021-10-06T13:17:46","slug":"albert-heijn-permet-aux-fabricants-de-marques-de-faire-de-la-publicite-en-ligne","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/albert-heijn-permet-aux-fabricants-de-marques-de-faire-de-la-publicite-en-ligne\/","title":{"rendered":"Albert Heijn permet aux fabricants de marques de faire de la publicit\u00e9 en ligne"},"content":{"rendered":"<p><strong>Albert Heijn<\/strong> est la premi\u00e8re cha\u00eene de supermarch\u00e9s \u00e0 afficher des r\u00e9sultats de recherche sponsoris\u00e9s en ligne et sur son application. Les fabricants de marques peuvent acheter des espaces publicitaires pour leurs produits, similaires \u00e0 Google AdWords.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Produits sponsoris\u00e9s par AH<\/h2>\n<p>La cha\u00eene de supermarch\u00e9s Albert Heijn d\u00e9veloppe son d\u00e9partement Media Services avec des opportunit\u00e9s de publicit\u00e9 en ligne. Les fournisseurs peuvent d\u00e9sormais payer pour que leurs produits soient mieux mis en \u00e9vidence dans les r\u00e9sultats de recherche des consommateurs. Le fabricant de la marque choisit lui-m\u00eame les mots cl\u00e9s avec lesquels il souhaite appara\u00eetre et le montant qu&rsquo;il souhaite payer par clic.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>En coulisses, un processus d&rsquo;ench\u00e8res automatiques peut alors \u00eatre lanc\u00e9 afin que les annonces les mieux r\u00e9mun\u00e9r\u00e9es apparaissent syst\u00e9matiquement en priorit\u00e9 lors de chaque recherche. Le magazine professionnel Emerce estime qu&rsquo;il est possible d&rsquo;acheter <a href=\"https:\/\/www.emerce.nl\/nieuws\/ah-gesponsorde-zoekresultaten-shopapp\" target=\"_blank\" rel=\"noopener\">au moins deux espaces publicitaires par page<\/a> . Les consommateurs trouvent les publicit\u00e9s parmi les autres r\u00e9sultats de recherche, toutefois reconnaissables gr\u00e2ce \u00e0 l&rsquo;indication \u00ab\u00a0sponsored product\u00a0\u00bb.<\/p>\n<p>\u00a0<\/p>\n<h2>Selon le mod\u00e8le de Bol.com<\/h2>\n<p>Albert Heijn serait la premi\u00e8re cha\u00eene de supermarch\u00e9s hollandaise \u00e0 utiliser des publicit\u00e9s de recherche dans son application mobile. Les m\u00e9dias de d\u00e9tail en ligne et les publicit\u00e9s num\u00e9riques connaissent toutefois une croissance rapide. Selon Emerce, un quart des partenaires commerciaux de la soci\u00e9t\u00e9 s\u0153ur Bol.com paient pour des publicit\u00e9s afin que les utilisateurs les trouvent plus facilement sur la plateforme. Le groupe fran\u00e7ais de supermarch\u00e9s Carrefour a r\u00e9cemment lanc\u00e9 sa <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carrefour-links-le-supermarch%C3%A9-devient-une-plateforme-de-publicit%C3%A9-num%C3%A9rique\" target=\"_blank\" rel=\"noopener\">propre plateforme de donn\u00e9es, Links,<\/a> pour permettre \u00e0 ses partenaires de faire de la publicit\u00e9 plus cibl\u00e9e tant en ligne que dans les magasins physiques.<\/p>\n<p>\u00a0<\/p>\n<p>\u00ab\u00a0Les courses en ligne sont extr\u00eamement populaires. Il y a d\u00e9j\u00e0 <a href=\"https:\/\/www.linkedin.com\/posts\/gadiza-saaidi_sponsoredproducts-selfservice-retailmedia-ugcPost-6851135697148002304-_7Rc\" target=\"_blank\" rel=\"noopener\">plus de trois millions d&rsquo;acheteurs en ligne chez AH<\/a>\u00a0\u00bb indique le strat\u00e8ge m\u00e9dia Gadiza Saaidi pour pr\u00e9senter le nouveau service sur LinkedIn. Gr\u00e2ce \u00e0 ces publicit\u00e9s de produits sponsoris\u00e9es, les fabricants de marques peuvent mieux atteindre ces clients et offrir une plus grande visibilit\u00e9 \u00e0 leur produit, peut-on lire. Les premiers partenaires \u00e0 se lancer sont Heineken, FrieslandCampina, Perfetti Van Melle, Mondel\u0113z et Unilever.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Albert Heijn est la premi\u00e8re cha\u00eene de supermarch\u00e9s \u00e0 afficher des r\u00e9sultats de recherche sponsoris\u00e9s en ligne et sur son application. Les fabricants de marques peuvent acheter des espaces publicitaires pour leurs produits, similaires \u00e0 Google AdWords. \u00a0 Produits sponsoris\u00e9s par AH La cha\u00eene de supermarch\u00e9s Albert Heijn d\u00e9veloppe son d\u00e9partement Media Services avec des [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":51519,"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":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-51522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Albert Heijn permet aux fabricants de marques de faire de la publicit\u00e9 en ligne - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Albert Heijn est la premi\u00e8re cha\u00eene de supermarch\u00e9s \u00e0 afficher des r\u00e9sultats de recherche sponsoris\u00e9s en ligne et sur son application. 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