{"id":24585,"date":"2023-09-12T08:16:58","date_gmt":"2023-09-12T06:16:58","guid":{"rendered":"https:\/\/goldbach.com\/campagne-axa-replay-ads\/"},"modified":"2025-12-18T11:36:53","modified_gmt":"2025-12-18T10:36:53","slug":"campagne-axa-replay-ads","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/best-cases\/campagne-axa-replay-ads\/","title":{"rendered":"Campagne AXA Replay Ads"},"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>L&rsquo;automne dernier, le secteur de la TV suisse a pr&eacute;sent&eacute; les <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>. D&egrave;s les <g id=\"gid_0\">100 premiers jours suivant le lancement<\/g>, plus de 100 campagnes <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> originales ont &eacute;t&eacute; diffus&eacute;es sur les cha&icirc;nes de TV. Depuis le 1er juillet, les <a href=\"https:\/\/goldbach.com\/fr\/les-replay-ads-font-desormais-partie-de-la-mesure-tv-suisse\/\" target=\"_blank\" rel=\"noopener\">Replay Ads font partie de la mesure d&rsquo;audience de la TV suisse<\/a>, ce qui permet de conna&icirc;tre pour la premi&egrave;re fois les port&eacute;es nettes des campagnes <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>. Dans l&rsquo;article suivant, nous vous montrons, &agrave; l&rsquo;aide de la <strong>campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> d&rsquo;AXA<\/strong>, l&rsquo;ampleur de l&rsquo;impact r&eacute;el des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>.   <\/p>\n<p>L&rsquo;entreprise d&rsquo;assurance AXA a men&eacute; sa premi&egrave;re campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> d&rsquo;avril &agrave; juin 2023 sur les cha&icirc;nes du portefeuille de Goldbach Media, dans le cadre d&rsquo;une campagne globale sur les solutions d&rsquo;assurance pour les cr&eacute;ateurs d&rsquo;entreprises.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--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><a class=\"glossaryLink cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Start Ad&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Spot publicitaire vid&eacute;o non d&eacute;sactivable au lancement d&amp;#039;un programme en TV diff&eacute;r&eacute;e.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/start-ad\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>Start Ad<\/a><\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\"><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/zFoAWFeHjuU?wmode=transparent&amp;autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--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-3\"><p>Fast Forward Ad<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"320\" height=\"183\" alt=\"Publicit&eacute; Axa Pause Ad\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png\" class=\"lazyload img-responsive wp-image-24532\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27320%27%20height%3D%27183%27%20viewBox%3D%270%200%20320%20183%27%3E%3Crect%20width%3D%27320%27%20height%3D%27183%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad-200x114.png 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa_case_pause-ad.png 320w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 320px\"\/><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.94%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:2.94%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:2.94%;--awb-spacing-left-medium:2.94%;--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-4\"><p><a class=\"glossaryLink cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Start Ad&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Spot publicitaire vid&eacute;o non d&eacute;sactivable au lancement d&amp;#039;un programme en TV diff&eacute;r&eacute;e.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/start-ad\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>Start Ad<\/a><\/p>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:600px;--awb-max-height:350px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:58.33%;\"><iframe title=\"YouTube video player 2\" src=\"https:\/\/www.youtube.com\/embed\/YKQHTocbUAQ?wmode=transparent&amp;autoplay=0\" width=\"600\" height=\"350\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 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-text fusion-text-5\"><p>Afin de d&eacute;montrer l&rsquo;efficacit&eacute; des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>, la campagne a &eacute;t&eacute; accompagn&eacute;e d&rsquo;une &eacute;tude (voir encadr&eacute; &agrave; la fin de l&rsquo;article), dont nous vous pr&eacute;sentons ici les r&eacute;sultats. La commanditaire &eacute;tait &eacute;galement satisfaite de la campagne :<\/p>\n<\/div><div class=\"fusion-testimonials classic awb-speech-bubble-show fusion-testimonials-1\" style=\"--awb-textcolor:var(--awb-color1);--awb-testimonial-text-font-size:24px;--awb-backgroundcolor:var(--awb-color2);--awb-testimonial-border-style:solid;--awb-testimonial-border-color:var(--awb-color3);--awb-navigation-size:12px;--awb-border-top-left-radius:0px;--awb-border-top-right-radius:0px;--awb-border-bottom-left-radius:0px;--awb-border-bottom-right-radius:0px;--testimonial-border-width-top:0px;--testimonial-border-width-right:0px;--testimonial-border-width-bottom:0px;--testimonial-border-width-left:0px;\" data-random=\"0\" data-speed=\"4000\"><div class=\"reviews\"><div class=\"review active-testimonial alignment-left male\"><blockquote><div class=\"awb-quote\"><div class=\"awb-quote-content\">\n<p>L&rsquo;&eacute;tude d&rsquo;accompagnement nous fournit des informations passionnantes et utiles, que nous serons ravis de prendre en compte lors de la planification des prochaines campagnes. La collaboration avec Goldbach a en outre &eacute;t&eacute; extr&ecirc;mement professionnelle, efficace et agr&eacute;able.<\/p>\n<\/div><\/div><span class=\"awb-triangle\"><\/span><\/blockquote><div class=\"author\"><span class=\"testimonial-thumbnail doe\"><\/span><span class=\"company-name\"><strong>Tanja Hediger<\/strong><span>, <\/span><span>Senior Advertising Manager AXA<\/span><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-6\"><h2>La plupart des gens se souviennent de la TV<\/h2>\n<p>Parmi les participants &agrave; l&rsquo;&eacute;tude interrog&eacute;s, 32 % ont d&eacute;clar&eacute; se souvenir de la campagne globale d&rsquo;AXA, quel que soit le canal. La plupart d&rsquo;entre eux se sont souvenus de la publicit&eacute; &agrave; la TV (graphique 1). <\/p>\n<h3 class=\"pagecomponent__header__headline h3\" data-v-386130aa=\"\">Graphique 1 : Souvenir publicitaire de la campagne globale par m&eacute;dia en %<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-2 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[b2b577fbac276cb092e]\"><img decoding=\"async\" width=\"1920\" height=\"1109\" alt=\"Graphique sur les diff&eacute;rents m&eacute;dias, &laquo; oui, ne sais pas o&ugrave; &raquo; &agrave; 33 %, suivi de la TV avec 29 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp\" class=\"lazyload img-responsive wp-image-24533\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%271109%27%20viewBox%3D%270%200%201920%201109%27%3E%3Crect%20width%3D%271920%27%20height%3D%271109%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-200x116.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-400x231.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-600x347.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-800x462.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test-1200x693.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik1_test.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>Le graphique suivant montre que les gens se sont &eacute;galement souvenus des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>. Pr&egrave;s d&rsquo;un quart des personnes interrog&eacute;es ont &eacute;t&eacute; en contact avec la campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> d&rsquo;AXA. <\/p>\n<h3>Graphique 2 : Souvenir publicitaire Replay Ads en %, tous les interrog&eacute;s<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-3 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[a8ba6780ae7af70ff3e]\"><img decoding=\"async\" width=\"1920\" height=\"695\" alt=\"Graphique sur la performance des Replay Ads, Start et Fast Forward Ad 21 %, Pause Ad 7 %, campagne Replay Ads 22 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp\" class=\"lazyload img-responsive wp-image-24534\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27695%27%20viewBox%3D%270%200%201920%20695%27%3E%3Crect%20width%3D%271920%27%20height%3D%27695%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-200x72.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-400x145.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-600x217.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-800x290.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2-1200x434.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik2.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-8\"><h2>Les Replay Ads augmentent la probabilit&eacute; de nouvelles souscriptions d&rsquo;assurance<\/h2>\n<p>Le graphique pr&eacute;c&eacute;dent montre que les participants &agrave; l&rsquo;&eacute;tude ont per&ccedil;u les <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>. L&rsquo;&eacute;tude devait toutefois &eacute;galement montrer l&rsquo;impact des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> sur la notori&eacute;t&eacute; et la sympathie de la marque AXA, ainsi que sur la consid&eacute;ration, c&rsquo;est-&agrave;-dire la prise en compte d&rsquo;AXA lors de la conclusion d&rsquo;une nouvelle assurance. Les r&eacute;sultats ont &eacute;t&eacute; tr&egrave;s satisfaisants.  <\/p>\n<p>&Agrave; la question de savoir quelles entreprises proposant les solutions d&rsquo;assurance correspondantes leur viennent &agrave; l&rsquo;esprit, le nom &laquo; AXA &raquo; a &eacute;t&eacute; cit&eacute; nettement plus souvent par les personnes ayant &eacute;t&eacute; en contact avec la campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> que par celles n&rsquo;ayant pas &eacute;t&eacute; en contact (graphique 3). Pour expliquer le graphique : pour la notori&eacute;t&eacute; de la marque assist&eacute;e, la notori&eacute;t&eacute; d&rsquo;AXA a &eacute;t&eacute; demand&eacute;e sur la base d&rsquo;une liste d&rsquo;entreprises d&rsquo;assurance, pour la notori&eacute;t&eacute; non assist&eacute;e sans liste. &laquo; Top of Mind &raquo; signifie qu&rsquo;AXA a &eacute;t&eacute; cit&eacute;e comme premi&egrave;re entreprise d&rsquo;assurance dans la notori&eacute;t&eacute; non assist&eacute;e.  <\/p>\n<h3>Graphique 3 : Notori&eacute;t&eacute; de la marque (index&eacute;e), tous les interrog&eacute;s<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-4 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[e5325840486f6381c52]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphique sur la notori&eacute;t&eacute; de la marque, assist&eacute;e plus 4 %, non assist&eacute;e +49 %, Top of mind +64 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp\" class=\"lazyload img-responsive wp-image-24535\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik3.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-9\"><p>Un tableau similaire s&rsquo;est dessin&eacute; en ce qui concerne la sympathie pour la marque. &Agrave; la question de savoir s&rsquo;ils trouvent AXA sympathique, les personnes qui ont &eacute;t&eacute; en contact avec la campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> ont &eacute;t&eacute; plus nombreuses &agrave; r&eacute;pondre par l&rsquo;affirmative que celles qui n&rsquo;ont pas &eacute;t&eacute; en contact (+17 %, voir graphique 4). <\/p>\n<h3>Graphique 4 : Sympathie pour la marque (index&eacute;e), tous les interrog&eacute;s<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-5 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[1c771af80a37d34dd50]\"><img decoding=\"async\" width=\"1920\" height=\"819\" alt=\"Graphique sans contact vs. avec contact Augmentation de 17 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp\" class=\"lazyload img-responsive wp-image-24536\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27819%27%20viewBox%3D%270%200%201920%20819%27%3E%3Crect%20width%3D%271920%27%20height%3D%27819%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-200x85.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-400x171.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-600x256.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-800x341.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4-1200x512.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik4.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-10\"><p>En outre, il a &eacute;t&eacute; demand&eacute; aux participants quelles entreprises ils choisiraient &agrave; titre priv&eacute;. Pour les d&eacute;cideurs en mati&egrave;re d&rsquo;assurance au sein des entreprises, il a &eacute;galement &eacute;t&eacute; demand&eacute; quelles entreprises d&rsquo;assurance ils envisageraient pour leur entreprise. C&rsquo;est surtout pour une assurance pour l&rsquo;entreprise que plus de personnes ayant eu un contact avec <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> ont cit&eacute; AXA que les personnes n&rsquo;ayant pas eu de contact avec <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> (+41 %, voir graphique 5).  <\/p>\n<h3>Graphique 5 : Consid&eacute;ration (index&eacute;e)<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-6 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[52331e42ebc7abff323]\"><img decoding=\"async\" width=\"1920\" height=\"877\" alt=\"Graphique Assurance Entreprise +41 %, Assurance priv&eacute;e +16 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp\" class=\"lazyload img-responsive wp-image-24537\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27877%27%20viewBox%3D%270%200%201920%20877%27%3E%3Crect%20width%3D%271920%27%20height%3D%27877%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-200x91.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-400x183.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-600x274.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-800x365.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5-1200x548.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik5.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-11\"><p>Pour conclure l&rsquo;&eacute;tude, les participants devaient encore donner une &eacute;valuation g&eacute;n&eacute;rale d&rsquo;AXA. L&agrave; aussi, le verdict est clair : les personnes qui ont &eacute;t&eacute; en contact avec la campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> d&rsquo;AXA &eacute;valuent l&rsquo;entreprise de mani&egrave;re nettement plus positive que le reste (graphique 6). <\/p>\n<h3>Graphique 6 : &Eacute;valuation (index&eacute;e), tous les connaisseurs d&rsquo;AXA<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-7 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[74b5684ad5d36b4ba77]\"><img decoding=\"async\" width=\"1920\" height=\"943\" alt=\"Graphique sur le souvenir publicitaire, le plus &laquo; est durable &raquo; avec +59 %, puis &laquo; est proactif &raquo; avec +45 %\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp\" class=\"lazyload img-responsive wp-image-24538\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27943%27%20viewBox%3D%270%200%201920%20943%27%3E%3Crect%20width%3D%271920%27%20height%3D%27943%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-200x98.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-400x196.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-600x295.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-800x393.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6-1200x589.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik6.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-12\"><h2>Les Replay Ads ont des effets positifs sur votre marque<\/h2>\n<p>En r&eacute;sum&eacute;, on peut dire que 32 % de toutes les personnes interrog&eacute;es se sont souvenues de la campagne globale d&rsquo;AXA. La plupart s&rsquo;en sont souvenues gr&acirc;ce &agrave; la TV. Les graphiques 3 &agrave; 6 ont ensuite montr&eacute; de mani&egrave;re impressionnante l&rsquo;efficacit&eacute; des <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> aupr&egrave;s des destinataires. Le graphique suivant montre &agrave; quel point.   <\/p>\n<h3>Graphique 7 : Effets positifs sur toutes les dimensions de la marque<\/h3>\n<\/div><div class=\"fusion-image-element in-legacy-container\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-8 hover-type-none\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"fusion-lightbox\" data-rel=\"iLightbox[be60b6c8d94e6811410]\"><img decoding=\"async\" width=\"1920\" height=\"745\" alt=\"Graphique Aper&ccedil;u de la notori&eacute;t&eacute; de la marque, de la sympathie pour la marque et de l'augmentation de la consid&eacute;ration\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp\" class=\"lazyload img-responsive wp-image-24539\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27745%27%20viewBox%3D%270%200%201920%20745%27%3E%3Crect%20width%3D%271920%27%20height%3D%27745%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-200x78.webp 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-400x155.webp 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-600x233.webp 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-800x310.webp 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7-1200x466.webp 1200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/axa-case_grafik7.webp 1920w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 1920px\"\/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-13\"><h2>Souhaitez-vous l&rsquo;&eacute;tude au format PDF ?<\/h2>\n<p>T&eacute;l&eacute;chargez l&rsquo;&eacute;tude ici et laissez-vous inspirer pour votre propre campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>. Si vous avez des remarques, des questions ou si vous souhaitez r&eacute;server votre premi&egrave;re \/ prochaine campagne <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a>, notre &eacute;quipe de vente se tient &agrave; votre enti&egrave;re disposition.<\/p>\n<\/div><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=\"\/app\/uploads\/2025\/12\/goldbach_axa_replay-ads-begleitstudie-2023.pdf\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">T&eacute;l&eacute;charger l&rsquo;&eacute;tude au format PDF<\/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\" target=\"_self\" href=\"https:\/\/goldbach.com\/fr\/tv\/replay-ads\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Informations sur les Replay Ads<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-bg-color:#f2f2f2;--awb-bg-color-hover:#f2f2f2;--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-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">&Agrave; propos de l&rsquo;&eacute;tude<\/h2><\/div><ul style=\"--awb-line-height:28.9px;--awb-icon-width:28.9px;--awb-icon-height:28.9px;--awb-icon-margin:11.9px;--awb-content-margin:40.8px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>M&eacute;thode &ndash; Enqu&ecirc;te Online apr&egrave;s la campagne<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Population cible &ndash; Particuliers &acirc;g&eacute;s de 15 &agrave; 65 ans<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;&Eacute;chantillon&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Repr&eacute;sentation num&eacute;rique plus petite d&amp;#039;une population ou d&amp;#039;un univers. Les &eacute;chantillonnages suivent un principe d&eacute;fini, par exemple de mani&egrave;re al&eacute;atoire ou par quota. Mediapulse mesure l&amp;#039;utilisation de la Radio, de la TV et de l&amp;#039;Online au sein d&amp;#039;un &eacute;chantillon de personnes ou de m&eacute;nages. Le terme &laquo; &Eacute;chantillon &raquo; est &eacute;galement disponible en tant qu&amp;#039;indicateur (&laquo; Fact &raquo;) dans les outils d&amp;#039;analyse et d&eacute;signe le nombre de cas sous-jacents &agrave; une &eacute;valuation.   &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/echantillon\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">&Eacute;chantillon<\/a> &ndash; Suisse al&eacute;manique&nbsp;: n=875&nbsp;personnes, <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;&Eacute;chantillon&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Repr&eacute;sentation num&eacute;rique plus petite d&amp;#039;une population ou d&amp;#039;un univers. Les &eacute;chantillonnages suivent un principe d&eacute;fini, par exemple de mani&egrave;re al&eacute;atoire ou par quota. Mediapulse mesure l&amp;#039;utilisation de la Radio, de la TV et de l&amp;#039;Online au sein d&amp;#039;un &eacute;chantillon de personnes ou de m&eacute;nages. Le terme &laquo; &Eacute;chantillon &raquo; est &eacute;galement disponible en tant qu&amp;#039;indicateur (&laquo; Fact &raquo;) dans les outils d&amp;#039;analyse et d&eacute;signe le nombre de cas sous-jacents &agrave; une &eacute;valuation.   &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/echantillon\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">&eacute;chantillon<\/a> repr&eacute;sentatif<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>P&eacute;riode de collecte &ndash; 21.06.2023 &ndash; 06.07.2023<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Campagne &ndash; Campagne AXA <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Replay Ads&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Les Replay Ads d&eacute;signent l&amp;#039;ensemble des trois formats publicitaires : Start Ad, Fas Forward Ad et Pause Ad.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/replay-ads\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Replay Ads<\/a> 2023 : avril &agrave; juin 2023<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon gb-List-Element\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Pond&eacute;ration &ndash; Les donn&eacute;es sont pond&eacute;r&eacute;es selon les caract&eacute;ristiques sociod&eacute;mographiques (sexe, &acirc;ge, activit&eacute; professionnelle, formation), RUS Internet, <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;WEMF&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;La WEMF (dont le si&egrave;ge est &agrave; Zurich) recueille en Suisse et au Liechtenstein des donn&eacute;es sur l&rsquo;utilisation des m&eacute;dias pour le placement cibl&eacute; de publicit&eacute; dans les journaux et magazines. Ses missions principales incluent l&rsquo;&eacute;tude nationale des lectorats, la certification des tirages de la presse suisse ainsi que la certification d&rsquo;autres cat&eacute;gories de m&eacute;dias (par ex. DOOH et publicit&eacute; dans les transports publics). En outre, elle &eacute;labore des &eacute;tudes et des statistiques pertinentes pour le marketing pour l&rsquo;ensemble du secteur des m&eacute;dias et de la publicit&eacute;.  &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/wemf\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>WEMF<\/a> et r&eacute;gion linguistique conform&eacute;ment &agrave; MA Strategy All-in-One 2022.<\/p>\n<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[81],"tags":[352],"kanal":[314],"werbeform":[322],"class_list":["post-24585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-cases","tag-replayads","kanal-tv","werbeform-replay-ads"],"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>Comment le Digital Audio compl\u00e8te et renforce la Radio<\/title>\n<meta name=\"description\" content=\"Afin d&#039;approfondir les connaissances sur les effets de la publicit\u00e9 audio, nous avons analys\u00e9 diff\u00e9rentes campagnes avec notre \u00e9tude 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