{"id":57433,"date":"2025-10-22T09:21:25","date_gmt":"2025-10-22T07:21:25","guid":{"rendered":"https:\/\/www.danstapub.com\/?p=57433"},"modified":"2025-10-22T09:24:42","modified_gmt":"2025-10-22T07:24:42","slug":"netflix-meilleur-trimestre-formats-pub-ia","status":"publish","type":"post","link":"https:\/\/www.danstapub.com\/netflix-meilleur-trimestre-formats-pub-ia\/","title":{"rendered":"Netflix r\u00e9alise son meilleur trimestre publicitaire et pr\u00e9pare des formats Ads dop\u00e9s \u00e0 l\u2019IA"},"content":{"rendered":"

Netflix a encore frapp\u00e9 fort. La plateforme de streaming vient d\u2019annoncer avoir r\u00e9alis\u00e9 son meilleur trimestre publicitaire depuis le lancement de son offre avec pubs<\/span>, doublant ses engagements publicitaires en 2024 et affichant une croissance record sur le troisi\u00e8me trimestre.<\/strong><\/p>\n

En parall\u00e8le, l\u2019entreprise pr\u00e9pare d\u00e9j\u00e0 la prochaine \u00e9tape : l\u2019int\u00e9gration de l\u2019intelligence artificielle dans ses formats publicitaires<\/b><\/span>, avec des tests pr\u00e9vus d\u00e8s la fin de l\u2019ann\u00e9e.<\/p>\n

La pub sur Netflix d\u00e9colle enfin<\/h3>\n

Trois ans apr\u00e8s le lancement de son offre \u201cNetflix with Ads\u201d, la plateforme semble enfin tenir sa promesse. Selon Greg Peters, co-PDG du groupe, les ventes publicitaires ont doubl\u00e9 au troisi\u00e8me trimestre<\/b><\/span> et devraient encore doubler en 2025<\/b><\/span>, m\u00eame si, comme il le reconna\u00eet, \u201con partait d\u2019une petite base\u201d.<\/p>\n

\"\"
Greg Peters – Co-PDG @Netflix<\/figcaption><\/figure>\n

Le chiffre d\u2019affaires global du g\u00e9ant du streaming a atteint 11,5 milliards de dollars<\/b><\/span> sur le trimestre, soit une hausse de 17% sur un an<\/b><\/span>. Et si Netflix<\/a><\/span><\/strong><\/span> reste discret sur la part exacte de la publicit\u00e9 dans ces revenus, les signaux sont au vert : le taux de remplissage des espaces programmatiques augmente<\/b><\/span>, et la Netflix Ad Suite<\/b><\/span> est d\u00e9sormais disponible sur les 12 march\u00e9s publicitaires de la marque.<\/p>\n

Autrement dit, les annonceurs commencent r\u00e9ellement \u00e0 s\u2019approprier l\u2019\u00e9cosyst\u00e8me pub de Netflix, et les outils de ciblage deviennent plus performants. La plateforme mise notamment sur des formats interactifs<\/b><\/span>, sur une mesure d\u2019impact plus fine<\/b><\/span> et sur de nouveaux partenariats<\/b><\/span>, comme ceux r\u00e9cemment sign\u00e9s avec Amazon DSP ou AJA au Japon.<\/p>\n

\"\"<\/p>\n

L\u2019IA, futur moteur de la publicit\u00e9 Netflix<\/h3>\n

L\u2019autre annonce majeure du trimestre, c\u2019est l\u2019arriv\u00e9e de l\u2019<\/span>intelligence artificielle dans la cr\u00e9ation publicitaire<\/b>. Netflix pr\u00e9voit d\u2019utiliser l\u2019IA pour g\u00e9n\u00e9rer automatiquement <\/span>des formats plus pertinents, plus rapides \u00e0 produire et mieux int\u00e9gr\u00e9s aux contenus visionn\u00e9s<\/b>.<\/span><\/p>\n

LIRE AUSSI :<\/strong> Wikipedia perd 8% de son trafic \u00e0 cause de l\u2019IA et des r\u00e9seaux sociaux<\/a><\/span><\/strong><\/span><\/p>\n

D\u00e8s le quatri\u00e8me trimestre 2025<\/b><\/span>, la plateforme testera ces nouveaux formats, capables d\u2019adapter la cr\u00e9ation, le placement et la fr\u00e9quence des publicit\u00e9s<\/b><\/span> selon les comportements des utilisateurs. Dans sa lettre aux actionnaires, Netflix explique que l\u2019IA permettra de \u201ctester, it\u00e9rer et innover sur des dizaines de formats publicitaires d\u2019ici 2026<\/a><\/span><\/strong><\/span>\u201d.<\/p>\n

Ce virage s\u2019inscrit dans une logique claire : rendre la publicit\u00e9 moins intrusive et plus contextuelle<\/b><\/span>, un d\u00e9fi de taille dans un environnement o\u00f9 les utilisateurs paient pour \u00e9viter\u2026 les pubs. Mais avec la puissance de son moteur de recommandation et son historique de donn\u00e9es, Netflix est mieux arm\u00e9 que la plupart de ses concurrents pour y parvenir.<\/p>\n

Amy Reinhard, pr\u00e9sidente de la division Ads, a d\u2019ailleurs confirm\u00e9 \u00e0 Adweek<\/i> que l\u2019IA allait \u201crapprocher les marques du contenu\u201d, en aidant les cr\u00e9atifs \u00e0 produire des publicit\u00e9s plus naturelles, align\u00e9es avec les \u00e9motions g\u00e9n\u00e9r\u00e9es par les programmes.<\/p>\n

\"\"<\/p>\n

Un positionnement strat\u00e9gique face \u00e0 la concurrence<\/h3>\n

Derri\u00e8re ces bons r\u00e9sultats, Netflix<\/a><\/span><\/strong><\/span> avance avec une ambition claire : diversifier ses revenus<\/b><\/span> pour ne plus d\u00e9pendre uniquement des abonnements. Le mod\u00e8le hybride payant + pub, longtemps critiqu\u00e9, commence \u00e0 porter ses fruits, notamment dans les march\u00e9s matures comme les \u00c9tats-Unis et le Royaume-Uni.<\/p>\n

La plateforme investit aussi dans des contenus \u201cbankables\u201d pour les annonceurs : \u00e9v\u00e9nements sportifs<\/b><\/span>, podcasts vid\u00e9o exclusifs<\/b><\/span> via son deal avec Spotify, et m\u00eame de nouveaux univers de licences<\/b><\/span>, comme les jouets d\u00e9riv\u00e9s de KPop Demon Hunters<\/i> d\u00e9velopp\u00e9s avec Mattel et Hasbro.<\/p>\n

Pour l\u2019instant, Netflix repr\u00e9sente 8,6% du temps total de visionnage aux \u00c9tats-Unis<\/b><\/span> selon Nielsen, un chiffre impressionnant qui conforte sa position dominante. Et avec des revenus pr\u00e9visionnels de 45 milliards de dollars en 2025<\/b><\/span>, le streamer n\u2019a pas l\u2019intention de ralentir.<\/p>\n

La vraie question, d\u00e9sormais, n\u2019est plus de savoir si Netflix peut faire de la pub sans ab\u00eemer son exp\u00e9rience utilisateur. Mais plut\u00f4t de voir jusqu\u2019o\u00f9 il pourra pousser la personnalisation<\/b><\/span> sans franchir la ligne rouge entre pertinence et intrusion.<\/p>\n

LIRE AUSSI :<\/strong> Pinterest devient le premier r\u00e9seau social \u00e0 filtrer les images g\u00e9n\u00e9r\u00e9es par IA<\/a><\/span><\/strong><\/span><\/p>\n

\"\"<\/p>\n

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

Netflix a encore frapp\u00e9 fort. 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