{"id":2209,"date":"2015-06-23T16:28:33","date_gmt":"2015-06-23T20:28:33","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/quest-ce-que-la-publicite-sur-ecrans-multiples\/"},"modified":"2020-03-02T12:11:40","modified_gmt":"2020-03-02T17:11:40","slug":"quest-ce-que-la-publicite-sur-ecrans-multiples","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2015\/quest-ce-que-la-publicite-sur-ecrans-multiples\/","title":{"rendered":"Qu\u2019est-ce que la publicit\u00e9 sur \u00e9crans multiples?"},"content":{"rendered":"<p><em><strong>Par Grant Le Riche, directeur g\u00e9n\u00e9ral pour le Canada, TubeMogul<\/strong><\/em><\/p>\n<figure id=\"attachment_9187\" aria-describedby=\"caption-attachment-9187\" style=\"width: 160px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-9187\" alt=\"Grant le RIche\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/06\/grant-le-riche.jpg\" width=\"160\" height=\"185\" \/><figcaption id=\"caption-attachment-9187\" class=\"wp-caption-text\">Grant le Riche<\/figcaption><\/figure>\n<p>Un peu plus t\u00f4t ce trimestre, la revue eMarketer a publi\u00e9 un rapport qui estimait qu\u2019en 2015 au Canada, <a href=\"http:\/\/www.emarketer.com\/Article.aspx?R=1012364\" target=\"_blank\" rel=\"noopener noreferrer\">le tiers des investissements publicitaires<\/a> ira aux m\u00e9dias num\u00e9riques et que la publicit\u00e9 sur appareil mobile, en particulier, s\u2019appr\u00eatait \u00e0 vivre une croissance exponentielle au cours des prochaines ann\u00e9es.<\/p>\n<p>Or, la rencontre entre l\u2019essor de la publicit\u00e9 num\u00e9rique propuls\u00e9 par la mobilit\u00e9 et l\u2019adoption r\u00e9cente des achats t\u00e9l\u00e9 programmatiques a donn\u00e9 lieu \u00e0 la cr\u00e9ation du plus r\u00e9cent mot-valise de 2015 : \u00ab \u00e9crans multiples \u00bb. Et, si le concept est assez facile \u00e0 comprendre : annoncer efficacement aux personnes consommant des contenus sur des \u00e9crans divers, on remarque que sa signification varie d\u2019une personne \u00e0 l\u2019autre.<!--more--><\/p>\n<p>En fait, \u00e0 l\u2019heure actuelle, on d\u00e9finit \u00ab publicit\u00e9 sur \u00e9crans multiples \u00bb de deux mani\u00e8res diff\u00e9rentes. La premi\u00e8re d\u00e9finition ne tient compte que du monde num\u00e9rique \u2013 tablettes, t\u00e9l\u00e9phones intelligents, ordinateurs de bureau et, plus r\u00e9cemment, web t\u00e9l\u00e9 (en direct ou sur demande). Les annonceurs constatent un d\u00e9placement du nombre des spectateurs, \u00e0 mesure que les gens consomment plus leurs contenus sur ce type d\u2019appareils. Cela dite, le d\u00e9fi de la mesure de l\u2019impact et de l\u2019efficacit\u00e9 des budgets consacr\u00e9s aux m\u00e9dias num\u00e9riques reste entier.<\/p>\n<p>Afin de rem\u00e9dier \u00e0 cette situation, on a d\u00e9velopp\u00e9 des plateformes logicielles pouvant effectuer, \u00e0 partir d\u2019un site unique et selon des param\u00e8tres uniformis\u00e9s, des achats dans tous les types de r\u00e9seaux mobiles de m\u00eame que dans tous les m\u00e9dias s\u2019adressant aux ordinateurs de bureau. On peut ainsi choisir ses cibles plus efficacement et g\u00e9n\u00e9rer des rapports comparatifs utilisant des donn\u00e9es uniformes. Or, les environnements mobiles qui ne soutiennent pas les fichiers t\u00e9moins pr\u00e9sentent aux annonceurs des d\u00e9fis uniques en mati\u00e8re de g\u00e9n\u00e9ration de rapports. Les identifiants peuvent varier d\u2019une plateforme \u00e0 l\u2019autre, certains peuvent servir au ciblage d\u2019autres pas. Il en ressort que les diff\u00e9rences entre les diverses plateformes rendent extr\u00eamement difficile pour les technologies publicitaires, les marques et les annonceurs la comparaison des mesures obtenues d\u2019un \u00e9cran \u00e0 l\u2019autre.<\/p>\n<p>Heureusement, Nielsen a lanc\u00e9 au Canada en avril dernier ses <a href=\"http:\/\/www.nielsen.com\/us\/en\/solutions\/capabilities\/digital-ad-ratings.html\" target=\"_blank\" rel=\"noopener noreferrer\">cotes des annonces num\u00e9riques<\/a>, qui permettent aux annonceurs de mesurer leur port\u00e9e par auditoire selon les appareils mobiles ou de bureau. Il s\u2019agit du premier outil de mesure sur \u00e9crans multiples offert au Canada, ce qui constitue un grand pas en avant qui aidera les annonceurs \u00e0 mieux comprendre comment les audiences consomment la vid\u00e9o en passant d\u2019un \u00e9cran \u00e0 l\u2019autre.<\/p>\n<p>La deuxi\u00e8me d\u00e9finition tient plut\u00f4t compte des liens entre la publicit\u00e9 sur \u00e9crans num\u00e9riques et la t\u00e9l\u00e9 conventionnelle. C\u2019est dans ce cr\u00e9neau que l\u2019on pourra \u00e9ventuellement r\u00e9aliser les gains de productivit\u00e9 les plus importants et o\u00f9 la pr\u00e9cision des mesures devient essentielle. Nielsen, de m\u00eame que plusieurs autres entreprises, tentent de mettre au point une m\u00e9thode d\u2019\u00e9valuation globale de la vid\u00e9o afin de faire la corr\u00e9lation entre les divers m\u00e9dias adopt\u00e9s par les personnes et les familles ayant vu une annonce vid\u00e9o num\u00e9rique et une annonce t\u00e9l\u00e9 conventionnelle.<\/p>\n<p>Toutefois, puisqu\u2019il est d\u00e9sormais possible d\u2019effectuer ses achats t\u00e9l\u00e9 conventionnels et num\u00e9riques \u00e0 partir d\u2019une plateforme unique, les annonceurs peuvent cibler plus pr\u00e9cis\u00e9ment, \u00e9valuer la contribution de chaque m\u00e9dia par rapport \u00e0 l\u2019ensemble de la campagne et, ainsi, mieux comprendre \u00e0 quoi servent les sommes qu\u2019ils investissent en m\u00e9dia.<\/p>\n<p>Il s\u2019agit l\u00e0 d\u2019un premier pas dans la r\u00e9alisation du r\u00eave de tout chef de marque : disposer d\u2019une plateforme logicielle unique pouvant acc\u00e9der \u00e0 tous les espaces publicitaires dans le monde, les mesurer de mani\u00e8re comparable et allouer automatiquement les budgets aux m\u00e9dias qui r\u00e9pondent efficacement aux objectifs de la marque. \u00c0 mesure que ce type d\u2019automatisation s\u2019\u00e9tendra aux autres types de m\u00e9dias tels que les imprim\u00e9s, la radio et l\u2019affichage, il deviendra de plus en plus facile de concentrer les budgets sur les m\u00e9dias qui r\u00e9pondent efficacement aux objectifs.<\/p>\n<p>Dans 10 ans, on ne parlera probablement plus d\u2019\u00e9crans multiples, ou m\u00eame de canaux multiples&#8230; mais plut\u00f4t tout simplement de publicit\u00e9. En attendant, j\u2019esp\u00e8re que ces quelques lignes aideront \u00e0 mieux comprendre ce que la technologie rend possible et ce que l\u2019industrie doit faire pour y arriver.<\/p>\n<p><em>Joignez-vous \u00e0 l\u2019ACA, TubeMogul et \u00e0 plusieurs autres chefs de file de l\u2019industrie \u00e0 Toronto, lors de notre <a href=\"http:\/\/www.acaweb.ca\/en\/aca-supported-events\/\">Conf\u00e9rence des leaders<\/a> du 24 juin (\u00e9v\u00e9nement qui se d\u00e9roulera en anglais).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Grant Le Riche, directeur g\u00e9n\u00e9ral pour le Canada, TubeMogul Un peu plus t\u00f4t ce trimestre, la revue eMarketer a publi\u00e9 un rapport qui estimait qu\u2019en 2015 au Canada, le tiers des investissements publicitaires ira aux m\u00e9dias num\u00e9riques et que la publicit\u00e9 sur appareil mobile, en particulier, s\u2019appr\u00eatait \u00e0 vivre une croissance exponentielle au cours [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[204],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu\u2019est-ce que la publicit\u00e9 sur \u00e9crans multiples? 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