{"id":23728,"date":"2026-10-26T15:10:49","date_gmt":"2026-10-26T15:10:49","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/meta-ads-une-etude-analyse-11992-campagnes-dartistes-presents-dans-les-classements\/"},"modified":"2026-10-26T15:10:49","modified_gmt":"2026-10-26T15:10:49","slug":"meta-ads-une-etude-analyse-11992-campagnes-dartistes-presents-dans-les-classements","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/meta-ads-une-etude-analyse-11992-campagnes-dartistes-presents-dans-les-classements\/","title":{"rendered":"Meta Ads : une \u00e9tude analyse 11,992 campagnes d\u2019artistes pr\u00e9sents dans les classements"},"content":{"rendered":"<p><strong>Opah<\/strong> a analys\u00e9 <strong>11,992 publicit\u00e9s Meta<\/strong> lanc\u00e9es par 60 artistes pr\u00e9sents dans les classements et identifi\u00e9 des approches promotionnelles r\u00e9currentes. L\u2019\u00e9tude d\u00e9crit les choix publicitaires, mais ne contient aucune donn\u00e9e sur les d\u00e9penses, la port\u00e9e ou les performances.<\/p>\n<p>Son premier rapport annuel couvre les 12 mois se terminant le <strong>18 octobre 2026<\/strong>. Le panel englobe huit genres et s\u2019appuie sur les listes des titres les plus \u00e9cout\u00e9s sur <strong>Apple Music<\/strong> aux \u00c9tats-Unis, au UK, au Nigeria et au Mexique.<\/p>\n<p>Parmi les artistes figurent <strong>Taylor Swift<\/strong>, <strong>Morgan Wallen<\/strong>, <strong>Karol G<\/strong>, <strong>Burna Boy<\/strong>, <strong>Doechii<\/strong> et <strong>Linkin Park<\/strong>. Aucun n\u2019est affili\u00e9 \u00e0 Opah.<\/p>\n<h2>Vers quelles destinations les publicit\u00e9s dirigeaient les auditeurs<\/h2>\n<p>Sur les <strong>11,555 publicit\u00e9s comportant un lien<\/strong>, seules 4% dirigeaient les utilisateurs directement vers un service de streaming. Cette proportion ne d\u00e9passait 10% dans aucun genre.<\/p>\n<ul>\n<li><strong>38%<\/strong> renvoyaient vers une billetterie.<\/li>\n<li><strong>31%<\/strong> renvoyaient vers des pages regroupant plusieurs services.<\/li>\n<li><strong>10%<\/strong> renvoyaient vers des boutiques.<\/li>\n<\/ul>\n<p>Les destinations variaient selon le genre. Les artistes de musique \u00e9lectronique dirigeaient 74% des clics vers une billetterie. Les artistes rock conservaient 52% des clics sur une page leur appartenant, une page de liens ou une page d\u2019inscription, contre 10% pour les artistes de musique \u00e9lectronique.<\/p>\n<p>La plupart des artistes du panel sont sous contrat avec un label et ont des <a href=\"https:\/\/interspacemusic.com\/blog\/six-tour-announcements-shatner-metallica-haash-arkells-more\/\">tourn\u00e9es<\/a> et des produits d\u00e9riv\u00e9s \u00e0 promouvoir. Les billetteries et les boutiques repr\u00e9sentaient ensemble 48% des clics.<\/p>\n<h2>Les diff\u00e9rences entre les premi\u00e8res lignes<\/h2>\n<p>Opah a class\u00e9 en sept cat\u00e9gories les premi\u00e8res lignes des publicit\u00e9s contenant du texte. Une date ou un concert constituait l\u2019accroche la plus fr\u00e9quente dans sept genres sur huit, repr\u00e9sentant 49% des publicit\u00e9s de musique latine contenant du texte, 45% de celles de musique \u00e9lectronique et 44% de celles de rock.<\/p>\n<p>Le rap faisait exception : 45% des publicit\u00e9s commen\u00e7aient sans mentionner de date, de sortie ou de vente, utilisant \u00e0 la place des paroles, un commentaire sur le morceau ou une salutation.<\/p>\n<p>La pop et l\u2019Afrobeats affichaient les plus fortes proportions d\u2019accroches annon\u00e7ant une sortie \u00ab disponible maintenant \u00bb, \u00e0 29% et 27%. Les produits d\u00e9riv\u00e9s figuraient dans la premi\u00e8re ligne de 18% des publicit\u00e9s pop et de 19% des publicit\u00e9s de rhythm and blues (R&amp;B).<\/p>\n<p>La musique latine \u00e9tait le seul genre pr\u00e9sentant une proportion notable d\u2019accroches sous forme de question, \u00e0 14%.<\/p>\n<h2>Lots de cr\u00e9ations et calendrier de lancement<\/h2>\n<p>L\u2019\u00e9tude a regroup\u00e9 les publicit\u00e9s de chaque artiste par date de lancement. Les jours o\u00f9 un artiste lan\u00e7ait au moins deux publicit\u00e9s, le lot type comprenait quatre cr\u00e9ations.<\/p>\n<p>Le rap affichait le lot m\u00e9dian le plus important, avec six cr\u00e9ations, suivi de la pop avec cinq. Le R&amp;B pr\u00e9sentait le plus petit, \u00e0 3,5. Les artistes lan\u00e7aient g\u00e9n\u00e9ralement d\u2019autres publicit\u00e9s un ou deux jours plus tard.<\/p>\n<h2>La vid\u00e9o dominait, tandis que les images fixes \u00e9taient diffus\u00e9es plus longtemps<\/h2>\n<p>La vid\u00e9o repr\u00e9sentait la majorit\u00e9 des publicit\u00e9s dans tous les genres, notamment 80% en country, 78% en rock et 76% en Afrobeats. Le R&amp;B affichait la plus faible proportion de vid\u00e9os, \u00e0 53%.<\/p>\n<p>Les images uniques repr\u00e9sentaient 44% des publicit\u00e9s de R&amp;B, contre un tiers ou moins dans tous les autres genres. Les carrousels ne d\u00e9passaient 3% dans aucun genre.<\/p>\n<ul>\n<li>Les images uniques \u00e9taient diffus\u00e9es pendant une dur\u00e9e m\u00e9diane de <strong>10 jours<\/strong>.<\/li>\n<li>Les vid\u00e9os \u00e9taient diffus\u00e9es pendant une dur\u00e9e m\u00e9diane de <strong>8 jours<\/strong>.<\/li>\n<li>Les carrousels \u00e9taient diffus\u00e9s pendant une dur\u00e9e m\u00e9diane de <strong>7 jours<\/strong>.<\/li>\n<\/ul>\n<p>Pour les publicit\u00e9s encore actives au moment de leur examen, l\u2019\u00e9tude n\u2019a comptabilis\u00e9 que le temps \u00e9coul\u00e9 jusqu\u2019\u00e0 cette date. Leurs dur\u00e9es enregistr\u00e9es repr\u00e9sentent donc des minimums, plut\u00f4t que des p\u00e9riodes de diffusion achev\u00e9es.<\/p>\n","protected":false},"excerpt":{"rendered":"Le premier rapport annuel d\u2019Opah examine 11,992 publicit\u00e9s Meta diffus\u00e9es par 60 artistes pr\u00e9sents dans les classements et rel\u00e8ve des tendances concernant les destinations, les textes, les lots de cr\u00e9ations et les formats.","protected":false},"author":6,"featured_media":23723,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6982],"tags":[],"class_list":["post-23728","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tech-innovation-fr","cs-entry","cs-video-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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