{"id":149662,"date":"2025-09-15T16:14:23","date_gmt":"2025-09-15T21:14:23","guid":{"rendered":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/\/"},"modified":"2025-09-15T16:19:19","modified_gmt":"2025-09-15T21:19:19","slug":"think-leads-2025-de-google-lavenir-de-la-generation-de-prospects-a-lere-de-lia-et-des-donnees-proprietaires","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/analytics\/think-leads-2025-de-google-lavenir-de-la-generation-de-prospects-a-lere-de-lia-et-des-donnees-proprietaires\/","title":{"rendered":"Think Leads 2025 de Google : l\u2019avenir de la g\u00e9n\u00e9ration de prospects \u00e0 l\u2019\u00e8re de l\u2019IA et des donn\u00e9es propri\u00e9taires"},"content":{"rendered":"\n<p>Cette semaine \u00e0 New York, Zhenya Brisker, vice-pr\u00e9sident, m\u00e9dias digitaux chez DAC, a rejoint Google lors de l\u2019\u00e9v\u00e9nement <strong>Think Leads 2025<\/strong>, qui mettait en lumi\u00e8re l\u2019avenir de la g\u00e9n\u00e9ration de prospects et du marketing de performance. Une tendance claire se d\u00e9gage : Google mise plus que jamais sur l\u2019efficacit\u00e9 et la performance aliment\u00e9es par l\u2019IA, en int\u00e9grant donn\u00e9es, contenu et ex\u00e9cution des campagnes gr\u00e2ce \u00e0 une automatisation plus intelligente, une meilleure mesure et un accompagnement plus proactif. L\u2019objectif ? Rejoindre les clients l\u00e0 o\u00f9 ils se trouvent, anticiper leurs besoins et fluidifier le parcours de l\u2019intention \u00e0 la conversion. Dans cet article, nous vous partageons les informations cl\u00e9s d\u00e9voil\u00e9es lors de l\u2019\u00e9v\u00e9nement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google d\u00e9voile AI Essentials 2.0 : une nouvelle approche pour optimiser le marketing gr\u00e2ce \u00e0 l\u2019IA<\/h2>\n\n\n\n<p>Google a d\u00e9voil\u00e9 AI Essentials 2.0, un cadre strat\u00e9gique qui regroupe ses principales innovations en mati\u00e8re d\u2019IA autour de trois piliers fondamentaux :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>La force des donn\u00e9es<\/strong> : Des options \u00e9largies pour int\u00e9grer et connecter les donn\u00e9es propri\u00e9taires, qu\u2019il s\u2019agisse de balises sur les sites web, de sources CRM hors ligne ou d\u2019outils de gestion de donn\u00e9es plus performants. Des donn\u00e9es de meilleure qualit\u00e9 permettent un ciblage plus pr\u00e9cis et une personnalisation accrue.<\/li>\n\n\n\n<li><strong>La force du contenu<\/strong> : Une production cr\u00e9ative facilit\u00e9e par l\u2019IA pour les visuels, les vid\u00e9os et autres assets, enrichie par des recommandations centr\u00e9es sur le SEO et des outils innovants comme Asset Studio. L\u2019objectif est d\u2019aider les marketeurs \u00e0 cr\u00e9er, tester et d\u00e9ployer du contenu plus rapidement.<\/li>\n\n\n\n<li><strong>La force de la performance<\/strong> : Une automatisation plus intelligente du ciblage et des formats cr\u00e9atifs, avec une plus grande flexibilit\u00e9 sur des campagnes telles que Search, Performance Max ou Demand Gen.<\/li>\n<\/ul>\n\n\n\n<p>Une nouvelle dimension baptis\u00e9e <strong>Agentic<\/strong> vient \u00e9galement s\u2019ajouter. Elle refl\u00e8te la volont\u00e9 de Google d\u2019aller au-del\u00e0 des simples outils en proposant un accompagnement actif : conseils d\u2019experts, diagnostics proactifs et recommandations personnalis\u00e9es. Google se positionne ainsi davantage comme un v\u00e9ritable partenaire dans l\u2019ex\u00e9cution des campagnes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le Power Pack de Google : dynamiser la g\u00e9n\u00e9ration de prospects<\/h2>\n\n\n\n<p>Pour acc\u00e9l\u00e9rer la g\u00e9n\u00e9ration de prospects, Google a pr\u00e9sent\u00e9 le <strong>Power Pack<\/strong>, un ensemble d\u2019am\u00e9liorations bas\u00e9es sur l\u2019IA pour la recherche, Performance Max et Demand Gen. Ces nouveaut\u00e9s visent \u00e0 \u00e9largir la port\u00e9e, am\u00e9liorer les contenus cr\u00e9atifs et offrir aux marketeurs plus de contr\u00f4le et de transparence.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI Max pour la recherche <\/strong>va au-del\u00e0 des mots-cl\u00e9s en capturant automatiquement des requ\u00eates inexploit\u00e9es, en optimisant les URL finales et en enrichissant les cr\u00e9ations publicitaires en temps r\u00e9el. L\u2019objectif : diffuser des annonces l\u00e0 o\u00f9 l\u2019intention est pr\u00e9sente, m\u00eame si le ciblage traditionnel ne la d\u00e9tecte pas.<\/li>\n\n\n\n<li><strong>Les nouveaut\u00e9s de Demand Gen<\/strong> int\u00e8grent de nouvelles capacit\u00e9s vid\u00e9o, des audiences similaires et des contr\u00f4les du mix m\u00e9dia. Cela permet de toucher plus facilement les bonnes personnes sur YouTube, Discover et Gmail, tout en adaptant les formats aux comportements des utilisateurs.<\/li>\n\n\n\n<li><strong>Les am\u00e9liorations de Performance Max<\/strong> proposent des recommandations plus pertinentes sur la combinaison des assets, une expansion des URL finales et des rapports plus d\u00e9taill\u00e9s sur les termes de recherche et les performances par canal \u2014 offrant ainsi aux annonceurs une meilleure visibilit\u00e9 sur l\u2019efficacit\u00e9 de leurs campagnes.<\/li>\n<\/ul>\n\n\n\n<p>En combinant ces avanc\u00e9es, le Power Pack permet aux marketeurs de capter la demande plus efficacement sur l\u2019ensemble de l\u2019\u00e9cosyst\u00e8me Google, tout en fournissant les informations cl\u00e9s n\u00e9cessaires pour piloter la strat\u00e9gie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des donn\u00e9es plus pertinentes pour une mesure plus efficace<\/h2>\n\n\n\n<p>D\u00e9montrer quelles campagnes g\u00e9n\u00e8rent v\u00e9ritablement de la croissance demeure une priorit\u00e9 cl\u00e9, et Google investit fortement dans des outils qui rendent la mesure plus intelligente et plus exploitable.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Le Gestionnaire de donn\u00e9es<\/strong> centralise les donn\u00e9es propri\u00e9taires issues du web, des applications et des CRM hors ligne, renfor\u00e7ant les signaux qui alimentent le ciblage et l\u2019optimisation. Avec la nouvelle API Data Manager, les marketeurs peuvent \u00e9galement cr\u00e9er des int\u00e9grations programmatiques pour des cas d\u2019usage plus avanc\u00e9s.<\/li>\n\n\n\n<li><strong>Les rapports de g\u00e9n\u00e9ration de prospects<\/strong> et <strong>les audiences sugg\u00e9r\u00e9es<\/strong> mettent en \u00e9vidence les points de friction dans le parcours, les segments les plus performants et les opportunit\u00e9s d\u2019am\u00e9lioration. Ces analyses soutiennent \u00e0 la fois les strat\u00e9gies d\u2019acquisition et de fid\u00e9lisation.<\/li>\n\n\n\n<li><strong>Passerelle de balisage<\/strong> et <strong>Planification de sc\u00e9narios (outil Meridian)<\/strong> offrent aux \u00e9quipes un meilleur contr\u00f4le sur l\u2019infrastructure de mesure, ainsi que la capacit\u00e9 de mod\u00e9liser diff\u00e9rents sc\u00e9narios. Cela permet de pr\u00e9voir l\u2019impact de changements budg\u00e9taires ou de r\u00e9partition m\u00e9dia avant de les activer.<\/li>\n<\/ul>\n\n\n\n<p>Ensemble, ces innovations donnent aux marques une vision plus claire des performances et l\u2019agilit\u00e9 n\u00e9cessaire pour optimiser leurs campagnes en toute confiance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">R\u00e9inventer la recherche avec des formats publicitaires pilot\u00e9s par l\u2019IA<\/h2>\n\n\n\n<p>Google int\u00e8gre l\u2019IA plus en profondeur dans la mani\u00e8re dont les internautes d\u00e9couvrent les marques via la recherche.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Annonces dans AI Mode et AI Overviews :<\/h3>\n\n\n\n<p>Les annonces textuelles et Shopping peuvent d\u00e9sormais appara\u00eetre au sein des r\u00e9sultats g\u00e9n\u00e9r\u00e9s par l\u2019IA, ces moments d\u2019exploration, de comparaison et d\u2019analyse qui vont au-del\u00e0 des requ\u00eates classiques par mots-cl\u00e9s. Cela permet de toucher les utilisateurs \u00e0 des \u00e9tapes de recherche \u00e0 forte intention, mais cela implique aussi que les cr\u00e9ations, les flux et les outils de mesure soient pr\u00eats pour une r\u00e9alit\u00e9 TotalSERP.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Formulaires publicitaires nouvelle generation :<\/h3>\n\n\n\n<p>Gr\u00e2ce \u00e0 de nouvelles questions de qualification et \u00e0 des relances conditionnelles, il est d\u00e9sormais possible de filtrer les prospects d\u00e8s les premi\u00e8res \u00e9tapes, ce qui am\u00e9liore la qualit\u00e9 des leads et limite les points de friction pour les \u00e9quipes commerciales. Coupl\u00e9es aux int\u00e9grations CRM, ces fonctionnalit\u00e9s permettent de mieux prioriser les demandes \u00e0 fort potentiel et d\u2019acc\u00e9l\u00e9rer le passage \u00e0 la conversion.<\/p>\n\n\n\n<p>Le r\u00e9sultat : une visibilit\u00e9 accrue dans les exp\u00e9riences de recherche centr\u00e9es sur l\u2019IA, associ\u00e9e \u00e0 des formats publicitaires qui privil\u00e9gient la qualit\u00e9 des prospects plut\u00f4t que la quantit\u00e9.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69de338689feb'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69de338689feb');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '94901490-bbd4-411e-b605-43504b151185';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/94901490-bbd4-411e-b605-43504b151185', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Ils offrent un accompagnement continu en mati\u00e8re d\u2019optimisation, des diagnostics proactifs et des recommandations personnalis\u00e9es.<\/li>\n\n\n\n<li>Sur certains march\u00e9s, <strong>un conseiller marketing <\/strong>est en phase de test : il s\u2019agit d\u2019un assistant int\u00e9gr\u00e9 au navigateur, capable de r\u00e9soudre des probl\u00e8mes, de faire remonter des informations cl\u00e9s et m\u00eame d\u2019interagir par la voix. Bien qu\u2019encore \u00e0 ses d\u00e9buts, cette innovation laisse entrevoir un futur o\u00f9 l\u2019expertise est directement int\u00e9gr\u00e9e au quotidien des annonceurs.<\/li>\n<\/ul>\n\n\n\n<p>Pour les marketeurs, cette \u00e9volution signifie moins de gestion de crise et plus de temps consacr\u00e9 \u00e0 la strat\u00e9gie. Plut\u00f4t que d\u2019attendre que les probl\u00e8mes surviennent, les marques peuvent d\u00e9sormais compter sur un soutien plus rapide, des analyses plus personnalis\u00e9es et une gestion des campagnes plus efficace.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce que cela signifie pour votre strat\u00e9gie de m\u00e9dias digitaux<\/h2>\n\n\n\n<p>Les annonces de Think Leads 2025 mettent en lumi\u00e8re une r\u00e9alit\u00e9 \u00e9vidente : le succ\u00e8s dans l\u2019ann\u00e9e \u00e0 venir d\u00e9pendra de la capacit\u00e9 des marques \u00e0 adopter l\u2019IA, \u00e0 exploiter les donn\u00e9es propri\u00e9taires et \u00e0 mettre en place une mesure agile. Pour les marketeurs, cela se traduit par cinq priorit\u00e9s concr\u00e8tes :<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Prioriser la collecte et la qualit\u00e9 des donn\u00e9es propri\u00e9taires.<\/strong> Des outils comme Data Manager et AI Max for Search reposent sur des donn\u00e9es propres, bien connect\u00e9es.<\/li>\n\n\n\n<li><strong>Diversifier les contenus cr\u00e9atifs.<\/strong> Une plus grande vari\u00e9t\u00e9 d\u2019images, de vid\u00e9os et de formats permet \u00e0 l\u2019IA d\u2019optimiser plus efficacement sur l\u2019ensemble des plateformes.<\/li>\n\n\n\n<li><strong>Tester les nouveaux formats d\u00e8s maintenant.<\/strong> Les annonces dans AI Mode et AI Overviews offrent un avantage concurrentiel alors que leur adoption reste encore limit\u00e9e.<\/li>\n\n\n\n<li><strong>Renforcer l\u2019infrastructure de mesure.<\/strong> Utilisez Tag Gateway, la planification de sc\u00e9narios et les nouveaux rapports pour identifier ce qui g\u00e9n\u00e8re r\u00e9ellement de l\u2019impact.<\/li>\n\n\n\n<li><strong>G\u00e9rer les budgets avec agilit\u00e9.<\/strong> Des outils comme Meridian permettent aux \u00e9quipes de pr\u00e9voir les d\u00e9penses et de r\u00e9allouer rapidement les ressources en fonction des performances.<\/li>\n<\/ol>\n\n\n\n<p>Pour les marques, aller de l\u2019avant ne consiste pas seulement \u00e0 adopter de nouveaux outils, mais \u00e0 d\u00e9velopper l\u2019agilit\u00e9 n\u00e9cessaire pour anticiper, s\u2019adapter et agir avec confiance dans un environnement en constante \u00e9volution.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cette semaine \u00e0 New York, Zhenya Brisker, vice-pr\u00e9sident, m\u00e9dias digitaux chez DAC, a rejoint Google lors de l\u2019\u00e9v\u00e9nement Think Leads 2025, qui mettait en lumi\u00e8re l\u2019avenir de la g\u00e9n\u00e9ration de prospects et du marketing de performance. Une tendance claire se d\u00e9gage : Google mise plus que jamais sur l\u2019efficacit\u00e9 et la performance aliment\u00e9es par l\u2019IA, [&hellip;]<\/p>\n","protected":false},"author":447,"featured_media":149537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2862],"tags":[],"class_list":["post-149662","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Think Leads 2025 de Google : l\u2019avenir de la g\u00e9n\u00e9ration de prospects \u00e0 l\u2019\u00e8re de l\u2019IA et des donn\u00e9es propri\u00e9taires | DAC<\/title>\n<meta name=\"description\" content=\"Enseignements cl\u00e9s de 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