{"id":2173,"date":"2017-07-11T16:22:01","date_gmt":"2017-07-11T20:22:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/"},"modified":"2017-12-21T15:39:55","modified_gmt":"2017-12-21T20:39:55","slug":"les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/","title":{"rendered":"Les cinq principales conclusions tir\u00e9es du Livre blanc num\u00e9rique de Nielsen"},"content":{"rendered":"

\"The<\/p>\n

Nielsen a r\u00e9cemment publi\u00e9 la 4e<\/sup> \u00e9dition de son Livre blanc sur les m\u00e9dias num\u00e9riques qui donne des trucs et les meilleures proc\u00e9dures pour maximiser l\u2019investissement m\u00e9dia. Dale King, Directrice, Services \u00e0 la client\u00e8le chez Nielsen Media Research et son coll\u00e8gue Josh Hopson tiendront un atelier d\u2019immersion lors d\u2019un Webinaire ACA qui aura lieu le 12 juillet. <\/em><\/p>\n

<\/p>\n

    \n
  1. Les tarifs On-Target ont augment\u00e9 ann\u00e9e apr\u00e8s ann\u00e9e<\/strong> – Cette tendance \u00e9tait particuli\u00e8rement importante du c\u00f4t\u00e9 des publicit\u00e9s directes. Toutefois, les donn\u00e9es Nielsen indiquent qu\u2019il y a encore place \u00e0 l\u2019am\u00e9lioration. En moyenne, 59\u00a0% des impressions font mouche. Ce chiffre tombe \u00e0 38\u00a0% d\u2019impressions pour des cibles plus serr\u00e9es (tranches d\u2019\u00e2ge de moins de 15 ans)<\/li>\n
  2. L\u2019\u00e9talage continue de faire mieux que la vid\u00e9o<\/strong> – Quand on parle des tarifs On-Target, les affiches atteignaient plus facilement l\u2019auditoire vis\u00e9 que les vid\u00e9os. Toutefois, le diff\u00e9rentiel \u00e9tait plus serr\u00e9 pour les d\u00e9mos plus serr\u00e9es, alors que les tarifs On-Target pour les vid\u00e9os sont aussi efficaces sinon plus, que ceux des affiches.<\/li>\n
  3. La mesure de l\u2019efficacit\u00e9 de la port\u00e9e est une composante essentielle de toute campagne<\/strong> – Les taux d\u2019efficacit\u00e9 de la port\u00e9e On-Target sont plus \u00e9lev\u00e9s sur les plateformes mobiles que sur les ordinateurs de bureau\u00a0; toutefois le taux d\u2019efficacit\u00e9 de la port\u00e9e est plus \u00e9lev\u00e9 lorsqu\u2019on utilise les deux ensemble.<\/li>\n
  4. Plus de consommateurs acceptent les campagnes num\u00e9riques –<\/strong> Non seulement avons-nous mesur\u00e9 plus de campagnes num\u00e9riques que l\u2019an pass\u00e9 qui ont d\u00e9montr\u00e9 une hausse marqu\u00e9e de rappel des marques, mais cette hausse \u00e9tait g\u00e9n\u00e9ralement plus \u00e9lev\u00e9e, ce qui nous permet de dire que les consommateurs ont accept\u00e9 le m\u00e9dium num\u00e9rique.<\/li>\n
  5. Ce que \u00e7a veut dire en termes r\u00e9els<\/strong> – Nielsen? a men\u00e9 une \u00e9tude de cas sur l\u2019\u00e9veil \u00e0 la marque de multivitamines Centrum. L\u2019\u00e9tude a utilis\u00e9 les mesures Nielsen pour \u00e9valuer le rappel, la port\u00e9e et la mesure On-Target de la marque. Parmi ses r\u00e9sultats, l\u2019\u00e9tude a d\u00e9montr\u00e9 que ce ne sont pas tous les annonceurs sur le plan m\u00e9dia qui avaient ce qu\u2019il fallait pour tirer le maximum de l\u2019efficacit\u00e9 de la port\u00e9e\u00be une mesure cl\u00e9 avec un Accent sur l\u2019indicateur de performance principal.<\/li>\n<\/ol>\n

    &nbsp;<\/p>\n

    \"Dale
    Dale King<\/figcaption><\/figure>\n

    Apprenez-en plus le 12 juillet \u00e0 11 h 30 au Webinaire ACA Le livre blanc Nielsen 2017 sur les m\u00e9dias num\u00e9riques<\/a><\/em><\/p>\n

    Dale King, Directrice, Services \u00e0 la client\u00e8le chez Nielsen Media Research<\/em>
    \n&nbsp;
    \n&nbsp;
    \n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"

    Nielsen a r\u00e9cemment publi\u00e9 la 4e \u00e9dition de son Livre blanc sur les m\u00e9dias num\u00e9riques qui donne des trucs et les meilleures proc\u00e9dures pour maximiser l\u2019investissement m\u00e9dia. Dale King, Directrice, Services \u00e0 la client\u00e8le chez Nielsen Media Research et son coll\u00e8gue Josh Hopson tiendront un atelier d\u2019immersion lors d\u2019un Webinaire ACA qui aura lieu le […]<\/p>\n","protected":false},"author":32,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[605],"tags":[596,606,597],"acf":[],"yoast_head":"\nLes cinq principales conclusions tir\u00e9es du Livre blanc num\u00e9rique de Nielsen - 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\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les cinq principales conclusions tir\u00e9es du Livre blanc num\u00e9rique de Nielsen - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Nielsen a r\u00e9cemment publi\u00e9 la 4e \u00e9dition de son Livre blanc sur les m\u00e9dias num\u00e9riques qui donne des trucs et les meilleures proc\u00e9dures pour maximiser l\u2019investissement m\u00e9dia. Dale King, Directrice, Services \u00e0 la client\u00e8le chez Nielsen Media Research et son coll\u00e8gue Josh Hopson tiendront un atelier d\u2019immersion lors d\u2019un Webinaire ACA qui aura lieu le […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-11T20:22:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-21T20:39:55+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/07\/pexels-photo-450035.jpeg\" \/>\n<meta name=\"author\" content=\"dalekingfr\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"dalekingfr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\"},\"author\":{\"name\":\"dalekingfr\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/12097d5699589a585de8cb8e5bbea713\"},\"headline\":\"Les cinq principales conclusions tir\u00e9es du Livre blanc num\u00e9rique de Nielsen\",\"datePublished\":\"2017-07-11T20:22:01+00:00\",\"dateModified\":\"2017-12-21T20:39:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\"},\"wordCount\":464,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/07\/pexels-photo-450035.jpeg\",\"keywords\":[\"Dale King\",\"le Livre blanc Nielsen 2017 sur les m\u00e9dias num\u00e9riques.\",\"Nielsen\"],\"articleSection\":[\"Recherche\"],\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\",\"url\":\"https:\/\/acaweb.ca\/fr\/2017\/les-cinq-principales-conclusions-tirees-du-livre-blanc-numerique-de-nielsen\/\",\"name\":\"Les cinq principales conclusions tir\u00e9es du Livre blanc num\u00e9rique de Nielsen - 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