{"id":1980,"date":"2015-09-10T14:02:38","date_gmt":"2015-09-10T18:02:38","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/perspectives-programmatiques-le-reve-des-ecrans-multiples\/"},"modified":"2017-11-03T13:58:12","modified_gmt":"2017-11-03T17:58:12","slug":"perspectives-programmatiques-le-reve-des-ecrans-multiples","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2015\/perspectives-programmatiques-le-reve-des-ecrans-multiples\/","title":{"rendered":"Perspectives programmatiques : le r\u00eave des \u00e9crans multiples"},"content":{"rendered":"<p style=\"text-align: center;\"><em><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9633 aligncenter\" alt=\"second-screen\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/09\/second-screen.jpg\" width=\"500\" height=\"265\" \/><\/em><\/p>\n<p style=\"text-align: left;\"><em>Plus t\u00f4t cet \u00e9t\u00e9, le directeur g\u00e9n\u00e9ral de TubeMogul Canada, <a href=\"http:\/\/www.acaweb.ca\/fr\/?s=Grant+Le+Riche\">Grant Le Riche<\/a> a profit\u00e9 de notre blogue pour <a href=\"http:\/\/www.acaweb.ca\/fr\/2015\/defining-cross-screen-advertising\/\">expliquer les nuances du concept d\u2019\u00e9crans multiples<\/a> en soulignant qu\u2019en raison de l\u2019application des achats programmatiques \u00e0 la <a href=\"http:\/\/www.acaweb.ca\/fr\/2015\/the-promise-of-programmatic-tv-in-canada\/\">t\u00e9l\u00e9 conventionnelle<\/a>, on comprend de plus en plus la notion \u00ab d\u2019\u00e9crans multiples \u00bb comme incluant les m\u00e9dias num\u00e9riques et traditionnels. Notre compr\u00e9hension de publicit\u00e9 sur \u00e9crans multiples a, par cons\u00e9quent, \u00e9volu\u00e9 pour tenir compte de cette nouvelle r\u00e9alit\u00e9. L\u2019article qui suit examine de fa\u00e7on plus approfondie comment identifier les utilisateurs d\u2019un \u00e9cran \u00e0 l\u2019autre. <!--more--><\/em><\/p>\n<p>Aujourd\u2019hui, la publicit\u00e9 sur \u00e9crans multiples fait r\u00e9f\u00e9rence \u00e0 la possibilit\u00e9 de diffuser de la publicit\u00e9 sur plusieurs plateformes et dans des formats diff\u00e9rents et d\u2019en mesurer avec pr\u00e9cision la port\u00e9e, la fr\u00e9quence et l\u2019impact d\u2019une mani\u00e8re transparente et efficace.<\/p>\n<p>Cela semble \u00e9tonnant, mais tout ceci n\u2019\u00e9tait qu\u2019un r\u00eave il y a quelque temps \u00e0 peine. Qu\u2019est-ce qui a chang\u00e9?<\/p>\n<p><strong>Le d\u00e9fi : la fragmentation des audiences d\u2019un appareil \u00e0 l\u2019autre<\/strong><\/p>\n<p>Le fait est qu\u2019on a vu le lancement de plus de fa\u00e7ons de consommer au cours des 5 derni\u00e8res ann\u00e9es que durant les 35 pr\u00e9c\u00e9dentes. On sait tous que les achats au moyen d\u2019appareils mobiles augmentent et que les d\u00e9penses publicitaires dans ce secteur tra\u00eenent de l\u2019arri\u00e8re \u2013 mais ne sommes pas tous conscients que si la t\u00e9l\u00e9 en direct d\u00e9cline, le visionnement \u00e0 partir d\u2019autres sources (contenu provenant de t\u00e9l\u00e9 Internet, de consoles de jeu et d\u2019autres appareils tel le Roku) s\u2019appr\u00eate \u00e0 conna\u00eetre une croissance acc\u00e9l\u00e9r\u00e9e.<\/p>\n<p><strong>La solution : une \u00e9valuation \u00e9volu\u00e9e<\/strong><\/p>\n<p>Il existe trois m\u00e9thodes permettant de rep\u00e9rer les identit\u00e9s des utilisateurs d\u2019un \u00e9cran \u00e0 l\u2019autre :<\/p>\n<ul>\n<li>Les panels d\u2019utilisateurs. Cette approche exploite les techniques informatis\u00e9es pour juxtaposer des donn\u00e9es provenant de tiers, tels de Nielsen, afin de permettre aux annonceurs de mesurer avec plus de pr\u00e9cision la port\u00e9e-fr\u00e9quence dans et \u00e0 travers plusieurs canaux, dont la t\u00e9l\u00e9, les ordinateurs de bureau et les appareils mobiles. Ces m\u00e9thodes leur permettent de rep\u00e9rer les groupes cibles qui ne sont pas expos\u00e9s \u00e0 la publicit\u00e9 t\u00e9l\u00e9 conventionnelle et de les cibler num\u00e9riquement, augmentant ainsi la port\u00e9e des annonces.<\/li>\n<li>L\u2019analyse des probabilit\u00e9s. La plupart des annonceurs utilisent cette m\u00e9thodologie pour cibler leurs audiences sur \u00e9crans multiples. Certaines entreprises comme Tapad et Drawbridge fournissent des donn\u00e9es reli\u00e9es aux divers appareils, qui \u00e9tablissent les liens entre les fichiers t\u00e9moin des ordinateurs de bureau et les num\u00e9ros d\u2019identification des appareils mobiles. Ces donn\u00e9es offrent de tr\u00e8s bons r\u00e9sultats (pr\u00e9cision de plus de 90 %) au niveau des m\u00e9nages.<\/li>\n<li>L\u2019approche d\u00e9terministe. Cette m\u00e9thode utilise l\u2019information fournie par une personne comme son nom d\u2019utilisateur ou son adresse courriel pour l\u2019identifier avec certitude. Google, Facebook, Twitter et Pandora peuvent utiliser cette technique, parce que leurs utilisateurs sont enregistr\u00e9s.<\/li>\n<\/ul>\n<p>Soyons tr\u00e8s clairs : ces m\u00e9thodes en sont \u00e0 leurs balbutiements. S\u2019il existe certaines solutions int\u00e9rimaires pour aller au-del\u00e0 de la mesure de la port\u00e9e-fr\u00e9quence pour \u00e9valuer la visibilit\u00e9 des annonces et le retour sur investissement, l\u2019industrie n\u2019a pas encore adopt\u00e9 de normes dans ce domaine et on n\u2019entrevoit pas encore le jour o\u00f9 elle le fera. Cela dit, on a fait assez de progr\u00e8s au cours des six derniers mois que tout annonceur se demandant comment atteindre ses client\u00e8les vis\u00e9es et optimiser ses achats m\u00e9dia pour accro\u00eetre ses ventes efficacement devrait au moins trouver des amorces de solutions susceptibles de l\u2019aider :<\/p>\n<ol>\n<li>La mesure pr\u00e9cise de la port\u00e9e-fr\u00e9quence aupr\u00e8s des audiences dans tous les m\u00e9dias et \u00e9crans<\/li>\n<li>Comment exploiter les donn\u00e9es de ciblage dans tous les environnements<\/li>\n<li>La possibilit\u00e9 d\u2019optimiser ses achats selon les habitudes m\u00e9dia d\u2019un \u00e9cran \u00e0 l\u2019autre<\/li>\n<\/ol>\n<p>Nous voyons poindre \u00e0 l\u2019horizon un monde o\u00f9 les probl\u00e8mes de visibilit\u00e9 des annonces, de l\u2019achalandage douteux, du blocage des publicit\u00e9s et toutes les autres pr\u00e9occupations courantes seront remplac\u00e9es par des questions fondamentales telles que \u00ab Comment savoir si mes annonces ont \u00e9t\u00e9 efficaces? Comment puis-je reproduire ce qui a march\u00e9 sans trop d\u2019effort et au moindre co\u00fbt? \u00bb.<\/p>\n<p>Nous sommes persuad\u00e9s que la planification pr\u00e9cise des m\u00e9dias et la capacit\u00e9 de rejoindre efficacement ses audiences d\u2019un \u00e9cran \u00e0 l\u2019autre seront des \u00e9l\u00e9ments essentiels de la r\u00e9ponse \u00e0 ces questions.<\/p>\n<p><em>Grant Le Riche est directeur g\u00e9n\u00e9ral, Canada, du fournisseur de logiciels de marques, TubeMogul.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plus t\u00f4t cet \u00e9t\u00e9, le directeur g\u00e9n\u00e9ral de TubeMogul Canada, Grant Le Riche a profit\u00e9 de notre blogue pour expliquer les nuances du concept d\u2019\u00e9crans multiples en soulignant qu\u2019en raison de l\u2019application des achats programmatiques \u00e0 la t\u00e9l\u00e9 conventionnelle, on comprend de plus en plus la notion \u00ab d\u2019\u00e9crans multiples \u00bb comme incluant les m\u00e9dias [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[30,416],"tags":[64,65,52,55],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - 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