{"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\u00e9s sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements sont sp\u00e9cialement con\u00e7us pour des \u00e9v\u00e9nements ou des situations sp\u00e9cifiques. Ce type de publicit\u00e9 Radio utilise par exemple les conditions m\u00e9t\u00e9orologiques, le niveau actuel de pollen dans l&#8217;air ou encore le nombre de cas de grippe, afin de transmettre des messages publicitaires pertinents adapt\u00e9s au contexte temporel, situationnel et g\u00e9ographique des auditeurs.<\/p>\n<p>Ils offrent ainsi une possibilit\u00e9 int\u00e9ressante de r\u00e9pondre de mani\u00e8re cibl\u00e9e aux circonstances actuelles et d&#8217;adapter le message publicitaire de mani\u00e8re \u00e0 ce qu&#8217;il soit plus pertinent et plus attrayant pour le public.<\/p>\n<h2>Planification et technologie<\/h2>\n<p>Gr\u00e2ce \u00e0 une configuration technique sp\u00e9cialement con\u00e7ue, il est possible de d\u00e9finir les jours et les heures auxquels les spots respectifs sont diffus\u00e9s, \u00e0 condition que la situation appropri\u00e9e (par exemple, certaines temp\u00e9ratures) pr\u00e9vale. Ces cr\u00e9neaux horaires sont r\u00e9serv\u00e9s aupr\u00e8s de toutes les stations de Radio concern\u00e9es avec des spots de remplissage neutres. Le signal de diffusion effective est \u00e9mis par une source de donn\u00e9es externe, telle que l&#8217;API m\u00e9t\u00e9o Meteomatics. En cas de diffusion, le spot de remplissage est automatiquement remplac\u00e9 par le spot appropri\u00e9.<\/p>\n<h2>Cas client Coop\u00a0: Campagnes m\u00e9t\u00e9o pour grillades et fromage<\/h2>\n<p>Le d\u00e9taillant Coop mise depuis des ann\u00e9es sur les spots bas\u00e9s sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements. Cette ann\u00e9e encore, Coop utilise cette technologie dans le cadre des c\u00e9l\u00e8bres campagnes nationales m\u00e9t\u00e9o pour grillades et fromage. Sur la base de diff\u00e9rentes variantes de spots, l&#8217;assortiment de grillades ou de fondue ou raclette est promu en fonction des conditions m\u00e9t\u00e9orologiques respectives en \u00e9t\u00e9 ou en automne.<\/p>\n<p><strong>Spots Radio bas\u00e9s sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements<\/strong><\/p>\n<ul>\n<li>\u00ab\u00a0Tout pour un \u00e9t\u00e9 de grillades parfait\u00a0\u00bb<\/li>\n<li>\u00ab\u00a0L&#8217;hiver revient lentement\u00a0\u00bb<\/li>\n<li>\u00ab\u00a0La saison froide revient\u00a0\u00bb<\/li>\n<\/ul>\n<p>\u00c9coutez maintenant\u00a0:<\/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=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/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\u00e9t\u00e9o 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=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/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=\"--button_margin-right:20px;--button_margin-bottom:20px;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"http:\/\/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&#8217;agence principale de Coop. Nous avons demand\u00e9 au propri\u00e9taire de l&#8217;agence, Stephan K\u00fcng, quelle est l&#8217;importance des spots Radio dans le mix m\u00e9dia du d\u00e9taillant et pourquoi Coop mise \u00e0 plusieurs reprises sur cette variante de diffusion de publicit\u00e9.<\/p>\n<p><strong>Monsieur K\u00fcng, tout le monde conna\u00eet les campagnes TV marquantes de Coop, que vous g\u00e9rez avec votre \u00e9quipe. Quelle est la place de la Radio dans votre mix m\u00e9dia\u00a0? <\/strong><br \/>\nLa Radio nous impressionne par sa tr\u00e8s grande port\u00e9e et son effet positif et activateur. Selon l&#8217;objectif de la campagne, nous utilisons la Radio en cons\u00e9quence.<\/p>\n<p><strong>Vous misez d\u00e9j\u00e0 depuis des ann\u00e9es sur les spots Radio bas\u00e9s sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements pour votre cliente Coop. Pourquoi vous \u00eates-vous d\u00e9cid\u00e9 \u00e0 l&#8217;\u00e9poque pour cette forme de publicit\u00e9\u00a0? <\/strong><br \/>\nDans le cas de notre campagne m\u00e9t\u00e9o pour fromage, la nouvelle possibilit\u00e9 technique nous a permis pour la premi\u00e8re fois de diffuser de la publicit\u00e9 Radio de mani\u00e8re cibl\u00e9e lorsque le temps invite litt\u00e9ralement \u00e0 consommer du fromage. Pour nous, il \u00e9tait clair d\u00e8s le d\u00e9but que nous voulions utiliser cette diffusion de publicit\u00e9 bas\u00e9e sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements. Quand il fait beau et 18\u00a0\u00b0C\u00a0\u2013 et c&#8217;est de plus en plus le cas en octobre\u00a0\u2013, rares sont ceux qui ont envie de fondue ou de quelque chose de similaire. Nous pouvons ainsi utiliser les budgets publicitaires de mani\u00e8re cibl\u00e9e lorsque le besoin est r\u00e9ellement pr\u00e9sent. Nous enrichissons notre mix m\u00e9dia plut\u00f4t statique avec ces composantes dynamiques.<\/p>\n<p><strong>O\u00f9 voyez-vous des diff\u00e9rences par rapport aux campagnes Radio \u00ab\u00a0normales\u00a0\u00bb\u00a0?<\/strong><br \/>\nContrairement aux campagnes Radio habituelles, o\u00f9 de nombreuses personnes sont activ\u00e9es dans un laps de temps assez court, la r\u00e9flexion est diff\u00e9rente pour cette forme de publicit\u00e9. On d\u00e9finit un budget pour une p\u00e9riode plus longue et on fixe une plage horaire dans le courant de la journ\u00e9e pendant laquelle les spots sont diffus\u00e9s, \u00e0 condition que les conditions soient r\u00e9unies. Les spots sont donc diffus\u00e9s au bon moment et au bon endroit. Le message publicitaire gagne ainsi consid\u00e9rablement en pertinence.<\/p>\n<p><strong>Et comment \u00e9valueriez-vous le succ\u00e8s des campagnes Radio bas\u00e9es sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements\u00a0?<\/strong><br \/>\nLa question de la mesurabilit\u00e9 est bien s\u00fbr toujours un probl\u00e8me. Surtout lorsqu&#8217;il s&#8217;agit d&#8217;une grande campagne avec diff\u00e9rents m\u00e9dias. Nous sommes toutefois convaincus qu&#8217;en utilisant des campagnes Radio bas\u00e9es sur les donn\u00e9es d&#8217;\u00e9v\u00e9nements, nous augmentons consid\u00e9rablement la pression et l&#8217;efficacit\u00e9 d&#8217;un mix m\u00e9dia existant.<\/p>\n<p><strong>Voyez-vous aussi des inconv\u00e9nients \u00e0 cette diffusion dynamique de spots\u00a0? <\/strong><br \/>\nFranchement, non. Le m\u00e9canisme est tout simplement efficace, car le spot n&#8217;est diffus\u00e9 que s&#8217;il correspond \u00e0 la situation et que la publicit\u00e9 a particuli\u00e8rement de sens \u00e0 ce moment-l\u00e0. Cette strat\u00e9gie fonctionne \u00e9galement pour d&#8217;autres produits, comme par exemple les meubles de jardin par beau temps au printemps ou le spray nasal en cas d&#8217;allergie au pollen. Pour un produit de consommation courante, comme par exemple le Nutella, cette r\u00e9flexion 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 v25.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Publicit\u00e9 radio bas\u00e9e sur les donn\u00e9es 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