{"id":4580,"date":"2020-10-28T13:34:08","date_gmt":"2020-10-28T17:34:08","guid":{"rendered":"https:\/\/acaweb.ca\/fr\/?page_id=4580"},"modified":"2020-10-28T13:34:24","modified_gmt":"2020-10-28T17:34:24","slug":"levaluation-multimedia-sur-le-point-de-changer-au-canada","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/fr\/a-propos-de-nous\/ressources-pour-les-medias\/levaluation-multimedia-sur-le-point-de-changer-au-canada\/","title":{"rendered":"L\u2019\u00e9valuation multim\u00e9dia sur le point de changer au Canada"},"content":{"rendered":"<h3>\n<ul>\n<li>L\u2019ACA a form\u00e9 un comit\u00e9 r\u00e9gi par des annonceurs afin d\u2019am\u00e9liorer l\u2019\u00e9valuation multim\u00e9dia au Canada<\/li>\n<li>La directrice m\u00e9dia de P&#038;G, Judi Hoffman, pr\u00e9sidera ce comit\u00e9<\/li>\n<\/ul>\n<\/h3>\n<p><strong>29 octobre 2020.<\/strong> &#8211; Pour emboiter le pas \u00e0 l\u2019initiative du groupe de travail mondial nomm\u00e9 le \u00ab\u2009Cross Media Working Group\u2009\u00bb qui a pour <a href=\"https:\/\/acaweb.ca\/fr\/a-propos-de-nous\/ressources-pour-les-medias\/les-annonceurs-mondiaux-lancent-une-nouvelle-approche-en-matiere-devaluation-multimedia\/\">objectif d\u2019uniformiser l\u2019\u00e9valuation multim\u00e9dia<\/a>, l\u2019Association canadienne des annonceurs (ACA) a cr\u00e9\u00e9 un comit\u00e9 sur l\u2019\u00e9valuation multim\u00e9dia. Judi Hoffman, directrice m\u00e9dia, Marketing et exploitation de la marque chez P&#038;G Canada, a accept\u00e9 de pr\u00e9sider ce nouveau comit\u00e9.  <\/p>\n<p>Judi Hoffman, professionnelle aguerrie dans l\u2019\u00e9dification de marques, est responsable de l\u2019optimisation des capacit\u00e9s m\u00e9dia de P&#038;G Canada pour des marques vedettes valant plusieurs milliards de dollars comme Tide, Crest, Pampers et Pantene. Chef de file reconnue, elle innove en planification m\u00e9dia pour \u00e9crans multiples et en nouveaux m\u00e9dias. <\/p>\n<p>Le manque d\u2019uniformit\u00e9 dans les syst\u00e8mes de mesure de tous les m\u00e9dias rend impossible l\u2019obtention d\u2019un portrait r\u00e9el de l\u2019efficacit\u00e9 et de l\u2019efficience de l\u2019ensemble des investissements m\u00e9dia. L\u2019objectif ultime du comit\u00e9 est de superviser la mise en place de ce syst\u00e8me uniformis\u00e9 au Canada. Le comit\u00e9 adoptera une approche coh\u00e9rente avec <a href=\"https:\/\/acaweb.ca\/fr\/resource\/etablissement-des-principes-dune-nouvelle-approche-dans-levaluation-multimedia\/\">la d\u00e9marche structur\u00e9e et la proposition technique<\/a> pr\u00e9sent\u00e9es par le groupe de travail mondial nomm\u00e9 le \u00ab\u2009Cross Media Working Group\u2009\u00bb\u2009de la WFA (World Federation of Advertisers).<\/p>\n<p>\u00ab\u2009Le d\u00e9fi de l\u2019ACA est de mettre en place un syst\u00e8me d\u2019\u00e9valuation multim\u00e9dia transparent et coh\u00e9rent et ce n\u2019est pas une mince affaire, reconna\u00eet Ron Lund, pr\u00e9sident et chef de la direction de l\u2019ACA. Toutefois, je n\u2019ai aucun doute que Judi Hoffman, avec sa vaste exp\u00e9rience en m\u00e9dia et en gestion, aidera ce comit\u00e9 \u00e0 atteindre ses objectifs.\u2009\u00bb <\/p>\n<p>\u00ab\u2009Pendant plusieurs ann\u00e9es, nous avons demand\u00e9 \u00e0 tous les m\u00e9dias de l\u2019industrie d\u2019\u00eatre plus transparents, explique Judi Hoffman, directrice m\u00e9dia chez P&#038;G Canada. En \u00e9laborant une solution d\u2019\u00e9valuation multim\u00e9dia globale, nous am\u00e9liorerons l\u2019exp\u00e9rience des consommateurs, \u00e9liminerons les pertes, rejoindrons plus de gens et stimulerons la croissance de l\u2019industrie pour l\u2019ensemble des joueurs.\u2009\u00bb<\/p>\n<p>Avec l\u2019apport d\u2019intervenants cl\u00e9s, y compris des compagnies m\u00e9dia d\u2019envergure mondiale et locale, des agences m\u00e9dia ainsi que des firmes de mesure et de technologies marketing, le mandat du comit\u00e9 sera de faciliter la mise en \u0153uvre d\u2019une solution \u00e0 l\u2019\u00e9chelle de l\u2019industrie ratifi\u00e9e par les annonceurs. <\/p>\n<p>Pour arriver \u00e0 relever ce d\u00e9fi, le comit\u00e9 examinera les meilleures pratiques, les principes et les acquis d\u2019initiatives d\u00e9j\u00e0 test\u00e9es au Royaume-Uni et aux \u00c9tats-Unis par l\u2019ISBA et l\u2019ANA respectivement, ainsi qu\u2019ailleurs dans le monde. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour emboiter le pas \u00e0 l\u2019initiative du groupe de travail mondial nomm\u00e9 le \u00ab\u2009Cross Media Working Group\u2009\u00bb qui a pour objectif d\u2019uniformiser l\u2019\u00e9valuation multim\u00e9dia, l\u2019ACA a cr\u00e9\u00e9 un comit\u00e9 sur l\u2019\u00e9valuation multim\u00e9dia. Judi Hoffman, directrice m\u00e9dia, Marketing et exploitation de la marque chez P&#038;G Canada, a accept\u00e9 de pr\u00e9sider ce nouveau comit\u00e9. <\/p>\n","protected":false},"author":1,"featured_media":4582,"parent":52,"menu_order":197,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" 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