{"id":24248,"date":"2024-09-25T18:13:22","date_gmt":"2024-09-25T16:13:22","guid":{"rendered":"https:\/\/goldbach.com\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/"},"modified":"2025-12-18T10:31:01","modified_gmt":"2025-12-18T09:31:01","slug":"publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/","title":{"rendered":"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>Les spots Radio bas&eacute;s sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements sont sp&eacute;cialement con&ccedil;us pour des &eacute;v&eacute;nements ou des situations sp&eacute;cifiques. Ce type de publicit&eacute; Radio utilise par exemple les conditions m&eacute;t&eacute;orologiques, le niveau actuel de pollen dans l&rsquo;air ou encore le nombre de cas de grippe, afin de transmettre des messages publicitaires pertinents adapt&eacute;s au contexte temporel, situationnel et g&eacute;ographique des auditeurs.<\/p>\n<p>Ils offrent ainsi une possibilit&eacute; int&eacute;ressante de r&eacute;pondre de mani&egrave;re cibl&eacute;e aux circonstances actuelles et d&rsquo;adapter le message publicitaire de mani&egrave;re &agrave; ce qu&rsquo;il soit plus pertinent et plus attrayant pour le public.<\/p>\n<h2>Planification et technologie<\/h2>\n<p>Gr&acirc;ce &agrave; une configuration technique sp&eacute;cialement con&ccedil;ue, il est possible de d&eacute;finir les jours et les heures auxquels les spots respectifs sont diffus&eacute;s, &agrave; condition que la situation appropri&eacute;e (par exemple, certaines temp&eacute;ratures) pr&eacute;vale. Ces cr&eacute;neaux horaires sont r&eacute;serv&eacute;s aupr&egrave;s de toutes les stations de Radio concern&eacute;es avec des spots de remplissage neutres. Le signal de diffusion effective est &eacute;mis par une source de donn&eacute;es externe, telle que l&rsquo;API m&eacute;t&eacute;o Meteomatics. En cas de diffusion, le spot de remplissage est automatiquement remplac&eacute; par le spot appropri&eacute;.<\/p>\n<h2>Cas client Coop&nbsp;: Campagnes m&eacute;t&eacute;o pour grillades et fromage<\/h2>\n<p>Le d&eacute;taillant Coop mise depuis des ann&eacute;es sur les spots bas&eacute;s sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements. Cette ann&eacute;e encore, Coop utilise cette technologie dans le cadre des c&eacute;l&egrave;bres campagnes nationales m&eacute;t&eacute;o pour grillades et fromage. Sur la base de diff&eacute;rentes variantes de spots, l&rsquo;assortiment de grillades ou de fondue ou raclette est promu en fonction des conditions m&eacute;t&eacute;orologiques respectives en &eacute;t&eacute; ou en automne.<\/p>\n<p><strong>Spots Radio bas&eacute;s sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements<\/strong><\/p>\n<ul>\n<li>&laquo;&nbsp;Tout pour un &eacute;t&eacute; de grillades parfait&nbsp;&raquo;<\/li>\n<li>&laquo;&nbsp;L&rsquo;hiver revient lentement&nbsp;&raquo;<\/li>\n<li>&laquo;&nbsp;La saison froide revient&nbsp;&raquo;<\/li>\n<\/ul>\n<p>&Eacute;coutez maintenant&nbsp;:<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-block\"><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-right:20px;--awb-margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300213_coop_grillwetter_edba_2023_d15-1.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Spot m&eacute;t&eacute;o pour grillades<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-right:20px;--awb-margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300504_coop_rfk-wetter-2023_do_fondue_d15.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Spot fondue<\/span><\/a><\/div><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-3 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-right:20px;--awb-margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/202300504_coop_rfk-wetter-2023_fr_raclette_d15.mp3\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Spot raclette<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><p>TWMedia accompagne ces campagnes en tant qu&rsquo;agence principale de Coop. Nous avons demand&eacute; au propri&eacute;taire de l&rsquo;agence, Stephan K&uuml;ng, quelle est l&rsquo;importance des spots Radio dans le <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Mix m&eacute;dia&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Plan m&eacute;dia qui pond&egrave;re et int&egrave;gre diff&eacute;rents m&eacute;dias pour atteindre des port&eacute;es optimales de mani&egrave;re rentable.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/mix-media\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">mix m&eacute;dia<\/a> du d&eacute;taillant et pourquoi Coop mise &agrave; plusieurs reprises sur cette variante de diffusion de publicit&eacute;.<\/p>\n<p><strong>Monsieur K&uuml;ng, tout le monde conna&icirc;t les campagnes TV marquantes de Coop, que vous g&eacute;rez avec votre &eacute;quipe. Quelle est la place de la Radio dans votre <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Mix m&eacute;dia&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Plan m&eacute;dia qui pond&egrave;re et int&egrave;gre diff&eacute;rents m&eacute;dias pour atteindre des port&eacute;es optimales de mani&egrave;re rentable.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/mix-media\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">mix m&eacute;dia<\/a>&nbsp;? <\/strong><br>\nLa Radio nous impressionne par <a class=\"glossaryLink cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;SA&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une Demand-Side Platform (SA) est une plateforme technologique permettant aux annonceurs d&rsquo;acheter de mani&egrave;re automatis&eacute;e de l&rsquo;inventaire publicitaire aupr&egrave;s de plusieurs Ad Exchanges et SSP.&amp;lt;br\/&amp;gt;&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/sa\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>sa<\/a> tr&egrave;s grande port&eacute;e et son effet positif et activateur. Selon l&rsquo;objectif de la campagne, nous utilisons la Radio en cons&eacute;quence.<\/p>\n<p><strong>Vous misez d&eacute;j&agrave; depuis des ann&eacute;es sur les spots Radio bas&eacute;s sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements pour votre cliente Coop. Pourquoi vous &ecirc;tes-vous d&eacute;cid&eacute; &agrave; l&rsquo;&eacute;poque pour cette forme de publicit&eacute;&nbsp;? <\/strong><br>\nDans le cas de notre campagne m&eacute;t&eacute;o pour fromage, la nouvelle possibilit&eacute; technique nous a permis pour la premi&egrave;re fois de diffuser de la publicit&eacute; Radio de mani&egrave;re cibl&eacute;e lorsque le temps invite litt&eacute;ralement &agrave; consommer du fromage. Pour nous, il &eacute;tait clair d&egrave;s le d&eacute;but que nous voulions utiliser cette diffusion de publicit&eacute; bas&eacute;e sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements. Quand il fait beau et 18&nbsp;&deg;C&nbsp;&ndash; et c&rsquo;est de plus en plus le cas en octobre&nbsp;&ndash;, rares sont ceux qui ont envie de fondue ou de quelque chose de similaire. Nous pouvons ainsi utiliser les budgets publicitaires de mani&egrave;re cibl&eacute;e lorsque le besoin est r&eacute;ellement pr&eacute;sent. Nous enrichissons notre <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Mix m&eacute;dia&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Plan m&eacute;dia qui pond&egrave;re et int&egrave;gre diff&eacute;rents m&eacute;dias pour atteindre des port&eacute;es optimales de mani&egrave;re rentable.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/mix-media\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">mix m&eacute;dia<\/a> plut&ocirc;t statique avec ces composantes dynamiques.<\/p>\n<p><strong>O&ugrave; voyez-vous des diff&eacute;rences par rapport aux campagnes Radio &laquo;&nbsp;normales&nbsp;&raquo;&nbsp;?<\/strong><br>\nContrairement aux campagnes Radio habituelles, o&ugrave; de nombreuses personnes sont activ&eacute;es dans un laps de temps assez court, la r&eacute;flexion est diff&eacute;rente pour cette forme de publicit&eacute;. On d&eacute;finit un budget pour une p&eacute;riode plus longue et on fixe une plage horaire dans le courant de la journ&eacute;e pendant laquelle les spots sont diffus&eacute;s, &agrave; condition que les conditions soient r&eacute;unies. Les spots sont donc diffus&eacute;s au bon moment et au bon endroit. Le message publicitaire gagne ainsi consid&eacute;rablement en pertinence.<\/p>\n<p><strong>Et comment &eacute;valueriez-vous le succ&egrave;s des campagnes Radio bas&eacute;es sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements&nbsp;?<\/strong><br>\nLa question de la mesurabilit&eacute; est bien s&ucirc;r toujours un probl&egrave;me. Surtout lorsqu&rsquo;il s&rsquo;agit d&rsquo;une grande campagne avec diff&eacute;rents m&eacute;dias. Nous sommes toutefois convaincus qu&rsquo;en utilisant des campagnes Radio bas&eacute;es sur les donn&eacute;es d&rsquo;&eacute;v&eacute;nements, nous augmentons consid&eacute;rablement la pression et l&rsquo;efficacit&eacute; d&rsquo;un <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Mix m&eacute;dia&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Plan m&eacute;dia qui pond&egrave;re et int&egrave;gre diff&eacute;rents m&eacute;dias pour atteindre des port&eacute;es optimales de mani&egrave;re rentable.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/mix-media\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">mix m&eacute;dia<\/a> existant.<\/p>\n<p><strong>Voyez-vous aussi des inconv&eacute;nients &agrave; cette diffusion dynamique de spots&nbsp;? <\/strong><br>\nFranchement, non. Le m&eacute;canisme est tout simplement efficace, car le spot n&rsquo;est diffus&eacute; que s&rsquo;il correspond &agrave; la situation et que la publicit&eacute; a particuli&egrave;rement de sens &agrave; ce moment-l&agrave;. Cette strat&eacute;gie fonctionne &eacute;galement pour d&rsquo;autres produits, comme par exemple les meubles de jardin par beau temps au printemps ou le spray nasal en cas d&rsquo;allergie au pollen. Pour un produit de consommation courante, comme par exemple le Nutella, cette r&eacute;flexion est probablement moins importante.<\/p>\n<p><strong>Merci beaucoup pour cet entretien.<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24228,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[81,85],"tags":[573],"kanal":[315],"werbeform":[326],"class_list":["post-24248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","category-entretien","tag-targeting","kanal-audio","werbeform-radio"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Publicit\u00e9 radio bas\u00e9e sur les donn\u00e9es d&#039;\u00e9v\u00e9nements<\/title>\n<meta name=\"description\" content=\"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#039;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb\" \/>\n<meta property=\"og:description\" content=\"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/\" \/>\n<meta property=\"og:site_name\" content=\"Goldbach\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-25T16:13:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-18T09:31:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Jessica Wonneberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica Wonneberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/\"},\"author\":{\"name\":\"Jessica Wonneberger\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#\\\/schema\\\/person\\\/6898f118ad9805255f0ec149203dd8ae\"},\"headline\":\"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb\",\"datePublished\":\"2024-09-25T16:13:22+00:00\",\"dateModified\":\"2025-12-18T09:31:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/\"},\"wordCount\":2911,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/stephan-kueng.webp\",\"keywords\":[\"Targeting\"],\"articleSection\":[\"Best Cases\",\"Entretien\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/\",\"url\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/\",\"name\":\"Publicit\u00e9 radio bas\u00e9e sur les donn\u00e9es d'\u00e9v\u00e9nements\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/stephan-kueng.webp\",\"datePublished\":\"2024-09-25T16:13:22+00:00\",\"dateModified\":\"2025-12-18T09:31:01+00:00\",\"description\":\"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#primaryimage\",\"url\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/stephan-kueng.webp\",\"contentUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/12\\\/stephan-kueng.webp\",\"width\":1920,\"height\":1080,\"caption\":\"Portrait de Stephan K\u00fcng\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/best-cases\\\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/\",\"name\":\"Goldbach\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#organization\",\"name\":\"Goldbach\",\"url\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/10\\\/goldbach-media-relations-goldbach-logo.webp\",\"contentUrl\":\"https:\\\/\\\/goldbach.com\\\/app\\\/uploads\\\/2025\\\/10\\\/goldbach-media-relations-goldbach-logo.webp\",\"width\":640,\"height\":360,\"caption\":\"Goldbach\"},\"image\":{\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/goldbach-group-ag\\\/\",\"https:\\\/\\\/www.instagram.com\\\/goldbach_ch\\\/\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/GoldbachGroup\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/#\\\/schema\\\/person\\\/6898f118ad9805255f0ec149203dd8ae\",\"name\":\"Jessica Wonneberger\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g\",\"caption\":\"Jessica Wonneberger\"},\"description\":\"Seit 2006 arbeite ich bei Goldbach und habe dabei einiges an Erfahrungen gesammelt \u2013 von Radio-Marketing und Event Management bis hin zu Digital. Seit 2017 bin ich als Senior Projektmanagerin Digital und Product Ownerin verantwortlich f\u00fcr Strategie und Weiterentwicklung von goldbach.com.\",\"url\":\"https:\\\/\\\/goldbach.com\\\/fr\\\/author\\\/jessi\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Publicit\u00e9 radio bas\u00e9e sur les donn\u00e9es d'\u00e9v\u00e9nements","description":"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/","og_locale":"fr_FR","og_type":"article","og_title":"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d'\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb","og_description":"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.","og_url":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/","og_site_name":"Goldbach","article_published_time":"2024-09-25T16:13:22+00:00","article_modified_time":"2025-12-18T09:31:01+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp","type":"image\/webp"}],"author":"Jessica Wonneberger","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"Jessica Wonneberger","Dur\u00e9e de lecture estim\u00e9e":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#article","isPartOf":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/"},"author":{"name":"Jessica Wonneberger","@id":"https:\/\/goldbach.com\/fr\/#\/schema\/person\/6898f118ad9805255f0ec149203dd8ae"},"headline":"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb","datePublished":"2024-09-25T16:13:22+00:00","dateModified":"2025-12-18T09:31:01+00:00","mainEntityOfPage":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/"},"wordCount":2911,"commentCount":0,"publisher":{"@id":"https:\/\/goldbach.com\/fr\/#organization"},"image":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp","keywords":["Targeting"],"articleSection":["Best Cases","Entretien"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/","url":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/","name":"Publicit\u00e9 radio bas\u00e9e sur les donn\u00e9es d'\u00e9v\u00e9nements","isPartOf":{"@id":"https:\/\/goldbach.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#primaryimage"},"image":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#primaryimage"},"thumbnailUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp","datePublished":"2024-09-25T16:13:22+00:00","dateModified":"2025-12-18T09:31:01+00:00","description":"La publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques pour transmettre des messages publicitaires adapt\u00e9s au contexte temporel ou situationnel.","breadcrumb":{"@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#primaryimage","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/stephan-kueng.webp","width":1920,"height":1080,"caption":"Portrait de Stephan K\u00fcng"},{"@type":"BreadcrumbList","@id":"https:\/\/goldbach.com\/fr\/best-cases\/publicite-radio-basee-sur-les-donnees-devenements-le-message-publicitaire-gagne-ainsi-considerablement-en-pertinence\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/goldbach.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Publicit\u00e9 Radio bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements&nbsp;: \u00ab&nbsp;Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence&nbsp;\u00bb"}]},{"@type":"WebSite","@id":"https:\/\/goldbach.com\/fr\/#website","url":"https:\/\/goldbach.com\/fr\/","name":"Goldbach","description":"","publisher":{"@id":"https:\/\/goldbach.com\/fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/goldbach.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/goldbach.com\/fr\/#organization","name":"Goldbach","url":"https:\/\/goldbach.com\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/goldbach.com\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","contentUrl":"https:\/\/goldbach.com\/app\/uploads\/2025\/10\/goldbach-media-relations-goldbach-logo.webp","width":640,"height":360,"caption":"Goldbach"},"image":{"@id":"https:\/\/goldbach.com\/fr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/goldbach-group-ag\/","https:\/\/www.instagram.com\/goldbach_ch\/","https:\/\/www.youtube.com\/user\/GoldbachGroup"]},{"@type":"Person","@id":"https:\/\/goldbach.com\/fr\/#\/schema\/person\/6898f118ad9805255f0ec149203dd8ae","name":"Jessica Wonneberger","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4f889938c8cf57895bd8283b415bc010912bcf80d33e72cfd78805dc9841adfc?s=96&d=mm&r=g","caption":"Jessica Wonneberger"},"description":"Seit 2006 arbeite ich bei Goldbach und habe dabei einiges an Erfahrungen gesammelt \u2013 von Radio-Marketing und Event Management bis hin zu Digital. Seit 2017 bin ich als Senior Projektmanagerin Digital und Product Ownerin verantwortlich f\u00fcr Strategie und Weiterentwicklung von goldbach.com.","url":"https:\/\/goldbach.com\/fr\/author\/jessi\/"}]}},"_links":{"self":[{"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/posts\/24248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/comments?post=24248"}],"version-history":[{"count":3,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/posts\/24248\/revisions"}],"predecessor-version":[{"id":26506,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/posts\/24248\/revisions\/26506"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/media\/24228"}],"wp:attachment":[{"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/media?parent=24248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/categories?post=24248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/tags?post=24248"},{"taxonomy":"kanal","embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/kanal?post=24248"},{"taxonomy":"werbeform","embeddable":true,"href":"https:\/\/goldbach.com\/fr\/wp-json\/wp\/v2\/werbeform?post=24248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}