{"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\u2019\u00e9tude d\u2019impact publicitaire \u00ab\u00a0Swiss Ad Impact\u00a0\u00bb de Goldbach est utilis\u00e9e avec succ\u00e8s depuis le d\u00e9but de cette ann\u00e9e. Gr\u00e2ce aux r\u00e9sultats collect\u00e9s lors des diff\u00e9rentes campagnes, les annonceurs b\u00e9n\u00e9ficient d\u00e9sormais des premiers benchmarks sectoriels. <\/strong><\/p>\n

Goldbach a d\u00e9j\u00e0 accompagn\u00e9 plus de 30\u00a0campagnes issues de onze\u00a0secteurs avec son \u00e9tude d\u2019impact publicitaire \u00ab\u00a0Swiss Ad Impact\u00a0\u00bb. Gr\u00e2ce aux r\u00e9sultats collect\u00e9s, le vendeur d\u2019espaces publicitaires peut d\u00e9sormais mettre \u00e0 la disposition des annonceurs les premiers benchmarks pour les diff\u00e9rents secteurs.<\/p>\n

Pour ce faire, Goldbach a \u00e9tudi\u00e9 l\u2019impact des diff\u00e9rentes campagnes en termes de \u00ab\u00a0recherche d\u2019informations\u00a0\u00bb, de \u00ab\u00a0recommandation\u00a0\u00bb et d\u2019\u00ab\u00a0intention d\u2019achat\/d\u2019utilisation\u00a0\u00bb. Sur la base de ces donn\u00e9es, l\u2019Ad Impact Overall, c\u2019est-\u00e0-dire l\u2019impact publicitaire total, a \u00e9t\u00e9 calcul\u00e9. Goldbach a constat\u00e9 des diff\u00e9rences parfois importantes entre les diff\u00e9rentes campagnes (valeur minimale de 27\u00a0%, valeur maximale de 82\u00a0%). Il est frappant de constater que les valeurs moyennes au sein d\u2019un secteur sont moins diff\u00e9rentes qu\u2019entre les secteurs (voir graphique\u00a01). Sanja Ruggiero, Director Sales Management de Goldbach, d\u00e9clare \u00e0 ce sujet\u00a0: \u00ab\u00a0Nous sommes heureux de pouvoir offrir \u00e0 nos clients un avantage suppl\u00e9mentaire avec le benchmark sectoriel de Swiss Ad Impact et donc les premi\u00e8res possibilit\u00e9s de comparaison pour l\u2019impact publicitaire de leur campagne\u00a0\u00bb.<\/p>\n<\/div>

\"Diff\u00e9rence<\/span><\/div>

Graphique\u00a01\u00a0: Diff\u00e9rence d\u2019Ad Impact Overall au sein et entre les secteurs.<\/em><\/p>\n

D\u2019autres secteurs et options de benchmark sont pr\u00e9vus<\/strong><\/p>\n

Les benchmarks montrent l\u2019impact publicitaire sur les canaux Online, TV, y compris Replay Ads et CTV, (D)OOH, audio et Print sur l\u2019ensemble de l\u2019inventaire Goldbach et tiers. Actuellement, il s\u2019agit de donn\u00e9es des secteurs de la construction, de l\u2019industrie et de l\u2019ameublement, du commerce de d\u00e9tail, de la finance, des boissons, de la mode et du sport, de l\u2019alimentation et des t\u00e9l\u00e9communications. D\u2019autres secteurs devraient suivre prochainement. Afin de faciliter au maximum l\u2019utilisation des r\u00e9sultats, Goldbach a compl\u00e9t\u00e9 le reporting de Swiss Ad Impact par un tableau de bord suppl\u00e9mentaire (voir graphique\u00a02). Goldbach pr\u00e9voit en outre d\u2019autres benchmarks. \u00ab\u00a0Swiss Ad Impact est en constante expansion\u00a0\u00bb, d\u00e9clare Ruggiero, \u00ab\u00a0Outre les secteurs, nous souhaitons int\u00e9grer d\u2019autres options de benchmark telles que \u00ab\u00a0objectif de campagne\u00a0\u00bb ou \u00ab\u00a0format publicitaire\u00a0\u00bb.<\/p>\n<\/div>

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

Graphique\u00a02\u00a0: Tableau de bord des benchmarks sectoriels.<\/em><\/p>\n

Swiss Ad Impact\u00a0: une offre qui porte ses fruits<\/strong><\/p>\n

Swiss Ad Impact est une offre de Goldbach qui permet aux annonceurs de recevoir, en plus du reporting habituel des performances m\u00e9dias, une \u00e9tude d\u2019impact publicitaire sur leur campagne. L\u2019\u00e9tude montre en un coup d\u2019\u0153il et sur tous les canaux, les performances d\u2019une campagne en termes de diff\u00e9rents KPI d\u2019impact publicitaire et au sein de divers groupes cibles. L\u2019offre est disponible depuis d\u00e9but\u00a02024.<\/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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