{"id":2978,"date":"2025-04-07T09:16:33","date_gmt":"2025-04-07T07:16:33","guid":{"rendered":"https:\/\/goldbach.com\/?p=2978"},"modified":"2025-10-22T21:23:36","modified_gmt":"2025-10-22T19:23:36","slug":"une-premiere-suisse-penetration-nette-egalement-mesurable-pour-les-campagnes-online-video","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/une-premiere-suisse-penetration-nette-egalement-mesurable-pour-les-campagnes-online-video\/","title":{"rendered":"Une premi\u00e8re suisse : p\u00e9n\u00e9tration nette \u00e9galement mesurable pour les campagnes Online Video"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background 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-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-1\"><p><strong>Dans le cadre d&rsquo;une initiative commune de Goldbach et Mediapulse, il a &eacute;t&eacute; possible pour la premi&egrave;re fois de mesurer la p&eacute;n&eacute;tration nette des Online Video Ads par profil d&rsquo;user et de la combiner avec celle de la t&eacute;l&eacute;vision. Ce test concluant a &eacute;t&eacute; r&eacute;alis&eacute; avec la campagne de marques propres de Migros Supermarkt <a class=\"glossaryLink cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;SA&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une Demand-Side Platform (SA) est une plateforme technologique permettant aux annonceurs d&rsquo;acheter de mani&egrave;re automatis&eacute;e de l&rsquo;inventaire publicitaire aupr&egrave;s de plusieurs Ad Exchanges et SSP.&amp;lt;br\/&amp;gt;&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/sa\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>SA<\/a>, avec le soutien essentiel de l&rsquo;institut d&rsquo;&eacute;tudes de recherche en m&eacute;dias Kantar Media. La m&eacute;thode test&eacute;e doit maintenant &ecirc;tre d&eacute;velopp&eacute;e pour devenir une solution de march&eacute;, afin que la p&eacute;n&eacute;tration par profil d&rsquo;user pour les campagnes Online Video puisse, &agrave; l&rsquo;avenir, &ecirc;tre standardis&eacute;e et combin&eacute;e avec la p&eacute;n&eacute;tration TV.<\/strong><\/p>\n<p>En octobre dernier, la campagne d&rsquo;images anim&eacute;es des marques propres Migros de Migros Supermarkt AG a &eacute;t&eacute; diffus&eacute;e pendant trois semaines &agrave; la TV et Online sur le Goldbach Video <a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Network&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Un regroupement de diff&eacute;rents sites web ou plateformes qui commercialisent leurs espaces publicitaires ensemble via un fournisseur central.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/network\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>Network<\/a>. Dans le cadre d&rsquo;un test, le marketeur publicitaire Goldbach, en collaboration avec Mediapulse et Kantar Media, est parvenue pour la premi&egrave;re fois &agrave; mesurer la p&eacute;n&eacute;tration des Online Video Ads par profil d&rsquo;user dans le cadre de cette campagne. Alors que depuis de nombreuses ann&eacute;es, cette mesure est devenue la norme pour la publicit&eacute; &agrave; la t&eacute;l&eacute;vision, elle n&rsquo;&eacute;tait jusqu&rsquo;&agrave; pr&eacute;sent possible pour la publicit&eacute; en ligne qu&rsquo;au niveau des appareils.<\/p>\n<p>Annette Dielmann, Managing Director Switzerland de Kantar Media, explique comment cela a &eacute;t&eacute; possible : &ldquo;La collecte des donn&eacute;es a &eacute;t&eacute; effectu&eacute;e sur l&rsquo;infrastructure de <a class=\"glossaryLink cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Mesure hybride&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Principe de collecte de Data reposant sur diff&eacute;rents types de sources et les regroupant g&eacute;n&eacute;ralement sous une forme ou une autre. Un exemple de mesure hybride est la combinaison de Data issues d&rsquo;un &eacute;chantillon (par ex. d&rsquo;un panel) avec des Data issues d&rsquo;une population globale (par ex. Data de recensement). &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/mesure-hybride\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">mesure hybride<\/a> de la recherche TV et Online TV de Mediapulse&rdquo;. Le balisage des publicit&eacute;s num&eacute;riques &agrave; l&rsquo;aide d&rsquo;un tag sp&eacute;cifique a permis d&rsquo;identifier la campagne Online dans les foyers du <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Panel&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Personnes ou m&eacute;nages interrog&eacute;s r&eacute;guli&egrave;rement sur un ou plusieurs sujets, ou dont la consommation de certaines offres est mesur&eacute;e r&eacute;guli&egrave;rement. Mediapulse g&egrave;re deux panels. Les Mediapulse Radio Data proviennent d&rsquo;un panel de personnes repr&eacute;sentatif de la population, et les Mediapulse TV Data d&rsquo;un panel de m&eacute;nages repr&eacute;sentatif du public TV. Les participants au panel sont appel&eacute;s &laquo; pan&eacute;listes &raquo;.   &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/panel\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>panel<\/a>. &ldquo;Nous avons ainsi pu saisir la campagne Online au sein du <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Panel&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Personnes ou m&eacute;nages interrog&eacute;s r&eacute;guli&egrave;rement sur un ou plusieurs sujets, ou dont la consommation de certaines offres est mesur&eacute;e r&eacute;guli&egrave;rement. Mediapulse g&egrave;re deux panels. Les Mediapulse Radio Data proviennent d&rsquo;un panel de personnes repr&eacute;sentatif de la population, et les Mediapulse TV Data d&rsquo;un panel de m&eacute;nages repr&eacute;sentatif du public TV. Les participants au panel sont appel&eacute;s &laquo; pan&eacute;listes &raquo;.   &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/panel\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>panel<\/a> Mediapulse existant, ce qui constitue d&rsquo;ailleurs la base de la mesure TV.&rdquo; L&rsquo;analyse et la mod&eacute;lisation des donn&eacute;es ont ensuite &eacute;t&eacute; confi&eacute;es &agrave; Kantar Media, qui a compar&eacute; les donn&eacute;es de la campagne Online avec les donn&eacute;es existantes de la campagne TV. &ldquo;Nous avons ainsi pu calculer la p&eacute;n&eacute;tration brute et nette de la campagne Video <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Ad&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Abr&eacute;viation d&rsquo;&laquo; advertisement &raquo; d&eacute;signant une annonce ou un support publicitaire dans le contexte des m&eacute;dias et de la publicit&eacute;, tant num&eacute;riques que classiques.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/ad\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>Ad<\/a> en ligne et de la campagne TV classique, individuellement et en combinaison.&rdquo;<\/p>\n<p>Cette m&eacute;thode de mesure constitue non seulement un jalon important du point de vue de la recherche publicitaire, mais elle r&eacute;pond aussi &agrave; la demande des annonceurs : &ldquo;Nous sommes conscients depuis longtemps que le march&eacute; publicitaire souhaite mesurer la p&eacute;n&eacute;tration par profil d&rsquo;user des publicit&eacute;s en ligne et la combiner avec celle de la t&eacute;l&eacute;vision.&rdquo;, d&eacute;clare Christoph Marty, CEO de Goldbach. &ldquo;Avec ce premier test concluant, nous franchissons une &eacute;tape importante vers une mesure standardis&eacute;e et personnalis&eacute;e des Online Video Als, ouvrant ainsi la voie &agrave; une premi&egrave;re mesure convergente des images anim&eacute;es au niveau des campagnes en Suisse.&rdquo;<\/p>\n<p>Migros se montre &eacute;galement satisfaite de ce test et souligne les avantages pour les annonceurs : &ldquo;Pour la planification de nos campagnes, c&rsquo;est un &eacute;norme avantage de savoir combien de personnes et surtout quelles personnes nous atteignons avec notre campagne en ligne&rdquo;, constate Susanne Schlatter, responsable Insights-Strategie-Media de Migros Supermarkt AG. &ldquo; Et le fait que la p&eacute;n&eacute;tration en ligne puisse &eacute;galement &ecirc;tre &eacute;valu&eacute;e, si n&eacute;cessaire, en combinaison avec la p&eacute;n&eacute;tration TV d&eacute;j&agrave; &eacute;tablie, est quelque chose que nous souhaitons depuis longtemps en tant qu&rsquo;annonceurs.&rdquo; Ainsi, il est possible d&rsquo;optimiser davantage les futures campagnes de <a class=\"glossaryLink cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Vid&eacute;o&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Terme g&eacute;n&eacute;rique d&eacute;signant tous les contenus vid&eacute;o qui utilisent une succession d&amp;#039;images pour cr&eacute;er une illusion optique (mouvement). Cela comprend la t&eacute;l&eacute;vision lin&eacute;aire classique, la TV en diff&eacute;r&eacute;, la vid&eacute;o &agrave; la demande (VoD), les vid&eacute;os sur les r&eacute;seaux sociaux ainsi que les services de streaming. &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/video\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>vid&eacute;o<\/a> et d&rsquo;en planifier l&rsquo;ex&eacute;cution de mani&egrave;re plus efficiente.<\/p>\n<p>Le Dr Mirko Marr, Head of Research de Mediapulse, ajoute : &ldquo;En tant qu&rsquo;organisme de recherche sectorielle, Mediapulse poursuit l&rsquo;objectif strat&eacute;gique de mettre &agrave; la disposition du march&eacute; suisse une mesure convergente pour l&rsquo;&eacute;valuation de la performance des campagnes d&rsquo;images anim&eacute;es, qui permette de saisir non seulement la publicit&eacute; TV classique et 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>, mais aussi les Video Ads d&eacute;coupl&eacute;es. Le test actuel r&eacute;alis&eacute; sur l&rsquo;infrastructure de mesure de Mediapulse fournit des informations importantes et encourageantes sur la faisabilit&eacute; de ces objectifs.&rdquo;<\/p>\n<p>Afin d&rsquo;atteindre l&rsquo;objectif d&rsquo;une solution de march&eacute; standardis&eacute;e et neutre pour une mesure convergente des campagnes d&rsquo;images anim&eacute;es, Goldbach, Mediapulse et Kantar Media souhaitent &agrave; pr&eacute;sent perfectionner la solution de mesure gr&acirc;ce aux enseignements tir&eacute;s de l&rsquo;essai.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87],"tags":[250,134],"kanal":[316],"werbeform":[],"class_list":["post-2978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","tag-etudie","tag-recherche","kanal-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>P\u00e9n\u00e9tration nette \u00e9galement mesurable pour Online<\/title>\n<meta name=\"description\" content=\"En collaboration avec Mediapulse et Kantar Media, Goldbach a r\u00e9ussi de mesurer la p\u00e9n\u00e9tration nette des Online Video Ads dans le cadre d&#039;un 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