{"id":2167,"date":"2016-03-03T16:22:01","date_gmt":"2016-03-03T21:22:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/conseils-aux-annonceurs-face-a-la-mutation-des-budgets-media\/"},"modified":"2017-11-03T13:29:48","modified_gmt":"2017-11-03T17:29:48","slug":"conseils-aux-annonceurs-face-a-la-mutation-des-budgets-media","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2016\/conseils-aux-annonceurs-face-a-la-mutation-des-budgets-media\/","title":{"rendered":"Conseils aux annonceurs face \u00e0 la mutation des budgets m\u00e9dia"},"content":{"rendered":"<figure id=\"attachment_10237\" aria-describedby=\"caption-attachment-10237\" style=\"width: 300px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-10237\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2016\/03\/leading-canadian-marketers-white-paper-ronlund.png\" alt=\"Ron Lund\" width=\"300\" height=\"400\" \/><figcaption id=\"caption-attachment-10237\" class=\"wp-caption-text\">Ron Lund<\/figcaption><\/figure>\n<p>On peut lire dans les m\u00e9dias sp\u00e9cialis\u00e9s et entendre lors des rencontres de l\u2019industrie toutes sortes d\u2019anecdotes sur le transfert des budgets de publicit\u00e9 t\u00e9l\u00e9 vers les m\u00e9dias num\u00e9riques.<\/p>\n<p>Il est cependant tr\u00e8s difficile de trouver des donn\u00e9es fiables \u00e0 ce propos au Canada. Ceci explique sans doute pourquoi plusieurs annonceurs, acheteurs et repr\u00e9sentants de m\u00e9dias se sont entass\u00e9s r\u00e9cemment dans une salle du Royal Canadian Yacht Club afin d\u2019apprendre les r\u00e9sultats d\u2019un sondage conjoint ACA-Nielsen sur la fa\u00e7on dont les annonceurs canadiens r\u00e9partissent leurs budgets m\u00e9dia.<\/p>\n<p>Pr\u00e9sent\u00e9s par Imran Hirani, vice-pr\u00e9sident, Analytiques m\u00e9dia et annonceurs, Nielsen, les r\u00e9sultats d\u2019un sondage effectu\u00e9 aupr\u00e8s de 66 grands annonceurs canadiens intitul\u00e9 Leading Canadian Marketers White Paper indiquent que les m\u00e9dias num\u00e9riques sont en forte progression, alors que la t\u00e9l\u00e9 \u2013 bien que toujours dominante \u2013 perd du terrain.<!--more--><\/p>\n<p>Intervenant tout de suite apr\u00e8s cette pr\u00e9sentation, Ron Lund, pr\u00e9sident et chef de la direction de l\u2019ACA a exhort\u00e9 les annonceurs \u00e0 la prudence dans l\u2019augmentation des allocations aux m\u00e9dias num\u00e9riques. Il leur a notamment conseill\u00e9 de ne pas perdre de vue leurs d\u00e9ficiences, comme le trafic robotique, l\u2019engorgement publicitaire, le manque de visibilit\u00e9 des annonceurs et le blocage des publicit\u00e9s.<\/p>\n<p>\u00ab Avant de d\u00e9laisser la t\u00e9l\u00e9, sachez dans quelle aventure vous vous lancez \u00bb, d\u00e9clarait-il. \u00ab Et n\u2019allez surtout pas abandonner vos demandes de meilleures m\u00e9thodes d\u2019\u00e9valuation autant pour la t\u00e9l\u00e9 que pour les m\u00e9dias num\u00e9riques. \u00bb<\/p>\n<p>En mati\u00e8re de t\u00e9l\u00e9, M. Lund insist\u00e9 pour que les t\u00e9l\u00e9diffuseurs mettent en \u0153uvre la <a href=\"http:\/\/www.acaweb.ca\/fr\/webinars\/#tabs-2\">t\u00e9l\u00e9 adressable<\/a> afin de tirer le maximum des technologies num\u00e9riques en proposant aux consommateurs des annonces mieux cibl\u00e9es et plus pertinentes.<\/p>\n<p>Il a aussi encourag\u00e9 les diffuseurs d\u2019\u00e9viter de surcharger les pauses publicitaires des \u00e9missions diffus\u00e9es en vid\u00e9o sur demande (VSD), puisque les auditoires restent plus stables dans l\u2019environnement moins engorg\u00e9 de la VSD.<\/p>\n<p>Les personnes pr\u00e9sentes ont aussi d\u00e9couvert que plus du tiers des Canadiens utilisent les services de vid\u00e9o en t\u00e9l\u00e9chargement continu. \u00c0 ce propos, M. Lund a soulign\u00e9 que l\u2019industrie se devait de d\u00e9velopper des moyens d\u2019\u00e9valuer ce type de service pour que les annonceurs puissent prendre des d\u00e9cisions plus \u00e9clair\u00e9es.<\/p>\n<p>\u00ab Si vous voulez investir dans ces plateformes, vous devez savoir ce que vous obtiendrez pour votre argent \u00bb, a t-il pr\u00e9cis\u00e9.<\/p>\n<p><em>Pour en savoir plus sur ce livre blanc, consultez <a href=\"http:\/\/mediaincanada.com\/2016\/02\/24\/tvs-loss-is-digital-videos-gain-nielsen\/\" target=\"_blank\" rel=\"noopener\">Media in Canada<\/a>. Notons aussi que les membres de l\u2019ACA recevront un exemplaire de \u00ab Leading Canadian Marketers White Paper \u00bb (en version anglaise) plus tard ce mois-ci.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On peut lire dans les m\u00e9dias sp\u00e9cialis\u00e9s et entendre lors des rencontres de l\u2019industrie toutes sortes d\u2019anecdotes sur le transfert des budgets de publicit\u00e9 t\u00e9l\u00e9 vers les m\u00e9dias num\u00e9riques. Il est cependant tr\u00e8s difficile de trouver des donn\u00e9es fiables \u00e0 ce propos au Canada. Ceci explique sans doute pourquoi plusieurs annonceurs, acheteurs et repr\u00e9sentants de [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[605],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conseils aux annonceurs face \u00e0 la mutation des budgets m\u00e9dia - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2016\/conseils-aux-annonceurs-face-a-la-mutation-des-budgets-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conseils aux annonceurs face \u00e0 la mutation des budgets m\u00e9dia - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"On peut lire dans les m\u00e9dias sp\u00e9cialis\u00e9s et entendre lors des rencontres de l\u2019industrie toutes sortes d\u2019anecdotes sur le transfert des budgets de publicit\u00e9 t\u00e9l\u00e9 vers les m\u00e9dias num\u00e9riques. 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