{"id":24501,"date":"2024-10-31T18:52:52","date_gmt":"2024-10-31T17:52:52","guid":{"rendered":"https:\/\/goldbach.com\/lancement-reussi-de-swiss-ad-impact-premiere-etude-sur-limpact-publicitaire\/"},"modified":"2025-12-18T10:29:49","modified_gmt":"2025-12-18T09:29:49","slug":"lancement-reussi-de-swiss-ad-impact-premiere-etude-sur-limpact-publicitaire","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/etudes\/lancement-reussi-de-swiss-ad-impact-premiere-etude-sur-limpact-publicitaire\/","title":{"rendered":"Lancement r\u00e9ussi de Swiss Ad Impact : premi\u00e8re \u00e9tude sur l\u2019impact publicitaire"},"content":{"rendered":"

L’étude d’impact publicitaire « Swiss Ad<\/a> Impact » de Goldbach est utilisée avec succès depuis le début de cette année. Grâce aux résultats collectés lors des différentes campagnes, les annonceurs bénéficient désormais des premiers benchmarks sectoriels. <\/strong><\/p>\n

Goldbach a déjà accompagné plus de 30 campagnes issues de onze secteurs avec son étude d’impact publicitaire « Swiss Ad<\/a> Impact ». Grâce aux résultats collectés, le vendeur d’espaces publicitaires peut désormais mettre à la disposition des annonceurs les premiers benchmarks pour les différents secteurs.<\/p>\n

Pour ce faire, Goldbach a étudié l’impact des différentes campagnes en termes de « recherche d’informations », de « recommandation » et d’« intention d’achat\/d’utilisation ». Sur la base de ces données, l’Ad<\/a> Impact Overall, c’est-à-dire l’impact publicitaire total, a été calculé. Goldbach a constaté des différences parfois importantes entre les différentes campagnes (valeur minimale de 27 %, valeur maximale de 82 %). Il est frappant de constater que les valeurs moyennes au sein d’un secteur sont moins différentes qu’entre les secteurs (voir graphique 1). Sanja Ruggiero, Director Sales Management de Goldbach, déclare à ce sujet : « Nous sommes heureux de pouvoir offrir à nos clients un avantage supplémentaire avec le benchmark<\/a> sectoriel de Swiss Ad<\/a> Impact et donc les premières possibilités de comparaison pour l’impact publicitaire de leur campagne ».<\/p>\n<\/div>

\"Différence<\/span><\/div>

Graphique 1 : Différence d’Ad<\/a> Impact Overall au sein et entre les secteurs.<\/em><\/p>\n

D’autres secteurs et options de benchmark<\/a> sont prévus<\/strong><\/p>\n

Les benchmarks montrent l’impact publicitaire sur les canaux Online, TV, y compris Replay Ads<\/a> et CTV, (D)OOH, audio et Print sur l’ensemble de l’inventaire Goldbach et tiers. Actuellement, il s’agit de données des secteurs de la construction, de l’industrie et de l’ameublement, du commerce de détail, de la finance, des boissons, de la mode et du sport, de l’alimentation et des télécommunications. D’autres secteurs devraient suivre prochainement. Afin de faciliter au maximum l’utilisation des résultats, Goldbach a complété le reporting de Swiss Ad<\/a> Impact par un tableau de bord supplémentaire (voir graphique 2). Goldbach prévoit en outre d’autres benchmarks. « Swiss Ad<\/a> Impact est en constante expansion », déclare Ruggiero, « Outre les secteurs, nous souhaitons intégrer d’autres options de benchmark<\/a> telles que « objectif de campagne » ou « format publicitaire ».<\/p>\n<\/div>

\"Tableau<\/span><\/div>

Graphique 2 : Tableau de bord des benchmarks sectoriels.<\/em><\/p>\n

Swiss Ad<\/a> Impact : une offre qui porte ses fruits<\/strong><\/p>\n

Swiss Ad<\/a> Impact est une offre de Goldbach qui permet aux annonceurs de recevoir, en plus du reporting habituel des performances médias, une étude d’impact publicitaire sur leur campagne. L’étude montre en un coup d’œil et sur tous les canaux, les performances d’une campagne en termes de différents KPI d’impact publicitaire et au sein de divers groupes cibles. L’offre est disponible depuis début 2024.<\/p>\n<\/div>

En savoir plus sur Swiss Ad Impact<\/span><\/a><\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87,89],"tags":[347,220],"kanal":[],"werbeform":[],"class_list":["post-24501","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","category-etudes","tag-rapports","tag-swiss-ad-impact"],"acf":[],"yoast_head":"\nSwiss Ad Impact\u00a0: premiers benchmarks d\u2019impact publicitaire disponibles<\/title>\n<meta name=\"description\" content=\"Avec Swiss Ad Impact, Goldbach peut d\u00e9sormais mettre \u00e0 la disposition des annonceurs des benchmarks sectoriels sur l\u2019impact publicitaire.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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