{"id":24444,"date":"2024-11-05T07:31:15","date_gmt":"2024-11-05T06:31:15","guid":{"rendered":"https:\/\/goldbach.com\/impact-incrementiel-de-la-publicite-comment-le-digital-audio-complete-et-renforce-la-radio\/"},"modified":"2025-12-18T10:28:07","modified_gmt":"2025-12-18T09:28:07","slug":"impact-incrementiel-de-la-publicite-comment-le-digital-audio-complete-et-renforce-la-radio","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/etudes\/impact-incrementiel-de-la-publicite-comment-le-digital-audio-complete-et-renforce-la-radio\/","title":{"rendered":"Impact incr\u00e9mentiel de la publicit\u00e9 : comment le Digital Audio compl\u00e8te et renforce la Radio"},"content":{"rendered":"

Au plus tard depuis la <\/span>Digital-Audio-Studie 2023<\/span><\/a> nous savons : le Digital Audio, \u00e7a marche. La publicit\u00e9 sur ce canal est cr\u00e9dible, active et contribue \u00e0 la popularit\u00e9 de la marque. Et elle s’ancre dans l’esprit des gens, comme le montrent les chiffres de l’\u00e9tude. <\/span><\/p>\n

Afin d’approfondir les connaissances sur les effets de la publicit\u00e9 audio, nous avons accompagn\u00e9 diff\u00e9rentes campagnes des secteurs \u00ab\u00a0Automobile\u00a0\u00bb, \u00ab\u00a0Voyages, loisirs, tourisme\u00a0\u00bb ainsi que \u00ab\u00a0Mode & Sport\u00a0\u00bb avec notre analyse d’impact publicitaire <\/span>Swiss Ad Impact<\/span><\/a>, <\/span>qui ont utilis\u00e9 des budgets publicitaires correspondants pour la Radio et le Digital Audio.<\/span> De d\u00e9cembre 2023 \u00e0 ao\u00fbt 2024, plus de 1500 personnes \u00e2g\u00e9es de 15 \u00e0 79 ans de Suisse al\u00e9manique et de Suisse romande ont \u00e9t\u00e9 interrog\u00e9es \u00e0 ce sujet.<\/span><\/p>\n

Les r\u00e9sultats des \u00e9tudes d’impact publicitaire concluent que le Digital Audio renforce l’impact publicitaire de la Radio de plusieurs mani\u00e8res. <\/span><\/p>\n<\/div>

\"Une

Swiss Ad Impact Digital Audio<\/h2>

L'\u00e9tude donne des informations sur l'influence de la combinaison de la Radio et du Digital Audio sur l'impact publicitaire d'une campagne. <\/p><\/div><\/div><\/a><\/span><\/div>

Key Fact 1\u00a0: Le Digital Audio compl\u00e8te efficacement les campagnes Radio et augmente la performance de m\u00e9morisation.<\/h2>\n

Dans le cadre des campagnes analys\u00e9es, la plus forte m\u00e9morisation publicitaire est obtenue dans tous les cas gr\u00e2ce \u00e0 la combinaison du Digital Audio et de la Radio. De plus, l’examen des budgets publicitaires utilis\u00e9s montre que plus la part du Digital Audio dans les d\u00e9penses publicitaires totales est \u00e9lev\u00e9e, plus la reconnaissance publicitaire de l’ensemble de la campagne augmente.<\/p>\n

Ad Recognition Digital Audio et Radio (avec des budgets publicitaires croissants)<\/strong><\/p>\n<\/div>

\"Graphique<\/span><\/div>

Ainsi, la reconnaissance publicitaire de la campagne dans le secteur \u00ab\u00a0Automobile\u00a0\u00bb est de 14\u00a0%, celle de la campagne dans le segment \u00ab\u00a0Voyages, loisirs, tourisme\u00a0\u00bb de 17\u00a0%. Alors que les deux campagnes disposaient de budgets comparables, une part plus importante a \u00e9t\u00e9 investie au total dans le Digital Audio dans le deuxi\u00e8me cas (5\u00a0% contre 14\u00a0%), ce qui a entra\u00een\u00e9 une m\u00e9morisation publicitaire globale plus \u00e9lev\u00e9e.<\/p>\n

Key Fact 2\u00a0: \u00c0 partir d’un budget de 30\u00a0000\u00a0CHF pour le Digital Audio, la m\u00e9morisation publicitaire augmente de mani\u00e8re disproportionn\u00e9e.<\/h2>\n

La reconnaissance publicitaire a \u00e9t\u00e9 analys\u00e9e en fonction de l’investissement brut dans le Digital Audio \u00e0 l’aide d’une analyse de r\u00e9gression. Le r\u00e9sultat\u00a0: \u00e0 partir d’un budget de 30\u00a0000\u00a0CHF pour le Digital Audio, la reconnaissance publicitaire en pourcentage augmente de mani\u00e8re disproportionn\u00e9e, ce qui permet de profiter d’un impact publicitaire nettement plus important de l’ensemble de la campagne. <\/span><\/p>\n

Ad Recognition en fonction des d\u00e9penses brutes<\/strong><\/p>\n<\/div>

\"Graphique<\/span><\/div>

Key Fact 3\u00a0: En utilisant la Radio en combinaison avec le Digital Audio, les annonceurs peuvent \u00e9galement optimiser l’impact global de la campagne.<\/h2>\n

Si l’on consid\u00e8re, outre la reconnaissance publicitaire, d’autres niveaux d’impact de la publicit\u00e9 audio, on constate que la combinaison de la Radio et du Digital Audio a \u00e9galement un effet d’activation nettement plus important.<\/span><\/p>\n

Ainsi, en ce qui concerne l’intention d’achat, 57\u00a0% des personnes qui se souviennent de la publicit\u00e9 Radio et Digital Audio ont l’intention d’acheter le produit. La combinaison de la publicit\u00e9 Radio et Digital Audio permet donc d’obtenir clairement l’efficacit\u00e9 la plus \u00e9lev\u00e9e. <\/span><\/p>\n

Ad Impact sur diff\u00e9rents niveaux d’impact<\/strong><\/p>\n<\/div>

\"Graphique<\/span><\/div>

Key Fact 4\u00a0: Le Digital Audio dans le mix m\u00e9dia augmente consid\u00e9rablement la m\u00e9morisation publicitaire chez les jeunes.<\/h2>\n

Ce n’est pas vraiment surprenant, mais c’est n\u00e9anmoins tr\u00e8s r\u00e9jouissant\u00a0: si le mix m\u00e9dia est compl\u00e9t\u00e9 par le Digital Audio, cela augmente consid\u00e9rablement la reconnaissance publicitaire de la publicit\u00e9 aupr\u00e8s du jeune groupe cible. Les personnes interrog\u00e9es qui sont en formation se sont \u00e9galement souvenues beaucoup plus souvent de la publicit\u00e9 correspondante.<\/p>\n

M\u00e9morisation publicitaire chez le jeune groupe cible<\/strong><\/p>\n<\/div>

\"Ad<\/span><\/div>

Conclusion<\/h2>\n

Les neuf \u00e9tudes Swiss Ad Impact r\u00e9alis\u00e9es jusqu’\u00e0 pr\u00e9sent dans les secteurs les plus divers montrent que l’audio, en tant que combinaison de la Radio et du Digital Audio, est un canal d’activation exceptionnellement puissant dans le mix m\u00e9dia, en particulier pour les ventes.<\/p>\n

Les campagnes analys\u00e9es ont utilis\u00e9 un budget publicitaire suppl\u00e9mentaire pour diffuser des spots Radio existants \u00e9galement via les canaux Digital Audio.<\/p>\n

Ad Impact en comparaison (index\u00e9)<\/strong><\/p>\n<\/div>

\"Graphique<\/span><\/div>

Les annonceurs peuvent donc non seulement atteindre un groupe cible plus large et plus jeune gr\u00e2ce \u00e0 la combinaison de la Radio et du Digital Audio, mais aussi am\u00e9liorer la performance de m\u00e9morisation et l’impact global de leurs campagnes.<\/p>\n

Int\u00e9ress\u00e9(e) ?<\/h2>\n

Vous souhaitez \u00e9galement faire de votre prochaine campagne un v\u00e9ritable tube\u00a0? Contactez-nous et nous discuterons de la mani\u00e8re d’int\u00e9grer le Digital Audio et la Radio le plus efficacement possible dans votre campagne. <\/span><\/p>\n<\/div>

Contacter l’\u00e9quipe audio<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":15244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[89],"tags":[236,220],"kanal":[315],"werbeform":[377,326],"class_list":["post-24444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","tag-campagneradio","tag-swiss-ad-impact","kanal-audio","werbeform-digital-audio","werbeform-radio"],"acf":[],"yoast_head":"\nComment le Digital Audio compl\u00e8te et renforce la Radio<\/title>\n<meta name=\"description\" content=\"Afin d'approfondir les connaissances sur les effets de la publicit\u00e9 audio, nous avons analys\u00e9 diff\u00e9rentes campagnes avec notre \u00e9tude d'impact publicitaire.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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