{"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&#8217;une initiative commune de Goldbach et Mediapulse, il a \u00e9t\u00e9 possible pour la premi\u00e8re fois de mesurer la p\u00e9n\u00e9tration nette des Online Video Ads par profil d\u2019user et de la combiner avec celle de la t\u00e9l\u00e9vision. Ce test concluant a \u00e9t\u00e9 r\u00e9alis\u00e9 avec la campagne de marques propres de Migros Supermarkt SA, avec le soutien essentiel de l&#8217;institut d&#8217;\u00e9tudes de recherche en m\u00e9dias Kantar Media. La m\u00e9thode test\u00e9e doit maintenant \u00eatre d\u00e9velopp\u00e9e pour devenir une solution de march\u00e9, afin que la p\u00e9n\u00e9tration par profil d\u2019user pour les campagnes Online Video puisse, \u00e0 l&#8217;avenir, \u00eatre standardis\u00e9e et combin\u00e9e avec la p\u00e9n\u00e9tration TV.<\/strong><\/p>\n<p>En octobre dernier, la campagne d&#8217;images anim\u00e9es des marques propres Migros de Migros Supermarkt AG a \u00e9t\u00e9 diffus\u00e9e pendant trois semaines \u00e0 la TV et Online sur le Goldbach Video Network. Dans le cadre d&#8217;un test, le marketeur publicitaire Goldbach, en collaboration avec Mediapulse et Kantar Media, est parvenue pour la premi\u00e8re fois \u00e0 mesurer la p\u00e9n\u00e9tration des Online Video Ads par profil d\u2019user dans le cadre de cette campagne. Alors que depuis de nombreuses ann\u00e9es, cette mesure est devenue la norme pour la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision, elle n&#8217;\u00e9tait jusqu&#8217;\u00e0 pr\u00e9sent possible pour la publicit\u00e9 en ligne qu&#8217;au niveau des appareils.<\/p>\n<p>Annette Dielmann, Managing Director Switzerland de Kantar Media, explique comment cela a \u00e9t\u00e9 possible : &#8220;La collecte des donn\u00e9es a \u00e9t\u00e9 effectu\u00e9e sur l&#8217;infrastructure de mesure hybride de la recherche TV et Online TV de Mediapulse&#8221;. Le balisage des publicit\u00e9s num\u00e9riques \u00e0 l&#8217;aide d&#8217;un tag sp\u00e9cifique a permis d&#8217;identifier la campagne Online dans les foyers du panel. &#8220;Nous avons ainsi pu saisir la campagne Online au sein du panel Mediapulse existant, ce qui constitue d&#8217;ailleurs la base de la mesure TV.\u201d L&#8217;analyse et la mod\u00e9lisation des donn\u00e9es ont ensuite \u00e9t\u00e9 confi\u00e9es \u00e0 Kantar Media, qui a compar\u00e9 les donn\u00e9es de la campagne Online avec les donn\u00e9es existantes de la campagne TV. \u201cNous avons ainsi pu calculer la p\u00e9n\u00e9tration brute et nette de la campagne Video Ad en ligne et de la campagne TV classique, individuellement et en combinaison.\u201d<\/p>\n<p>Cette m\u00e9thode de mesure constitue non seulement un jalon important du point de vue de la recherche publicitaire, mais elle r\u00e9pond aussi \u00e0 la demande des annonceurs : \u201cNous sommes conscients depuis longtemps que le march\u00e9 publicitaire souhaite mesurer la p\u00e9n\u00e9tration par profil d\u2019user des publicit\u00e9s en ligne et la combiner avec celle de la t\u00e9l\u00e9vision.\u201d, d\u00e9clare Christoph Marty, CEO de Goldbach. \u201cAvec ce premier test concluant, nous franchissons une \u00e9tape importante vers une mesure standardis\u00e9e et personnalis\u00e9e des Online Video Als, ouvrant ainsi la voie \u00e0 une premi\u00e8re mesure convergente des images anim\u00e9es au niveau des campagnes en Suisse.\u201d<\/p>\n<p>Migros se montre \u00e9galement satisfaite de ce test et souligne les avantages pour les annonceurs : \u201cPour la planification de nos campagnes, c&#8217;est un \u00e9norme avantage de savoir combien de personnes et surtout quelles personnes nous atteignons avec notre campagne en ligne\u201d, constate Susanne Schlatter, responsable Insights-Strategie-Media de Migros Supermarkt AG. \u201c Et le fait que la p\u00e9n\u00e9tration en ligne puisse \u00e9galement \u00eatre \u00e9valu\u00e9e, si n\u00e9cessaire, en combinaison avec la p\u00e9n\u00e9tration TV d\u00e9j\u00e0 \u00e9tablie, est quelque chose que nous souhaitons depuis longtemps en tant qu&#8217;annonceurs.\u201d Ainsi, il est possible d\u2019optimiser davantage les futures campagnes de vid\u00e9o et d\u2019en planifier l\u2019ex\u00e9cution de mani\u00e8re plus efficiente.<\/p>\n<p>Le Dr Mirko Marr, Head of Research de Mediapulse, ajoute : \u201cEn tant qu&#8217;organisme de recherche sectorielle, Mediapulse poursuit l&#8217;objectif strat\u00e9gique de mettre \u00e0 la disposition du march\u00e9 suisse une mesure convergente pour l&#8217;\u00e9valuation de la performance des campagnes d&#8217;images anim\u00e9es, qui permette de saisir non seulement la publicit\u00e9 TV classique et les Replay Ads, mais aussi les Video Ads d\u00e9coupl\u00e9es. Le test actuel r\u00e9alis\u00e9 sur l&#8217;infrastructure de mesure de Mediapulse fournit des informations importantes et encourageantes sur la faisabilit\u00e9 de ces objectifs.\u201d<\/p>\n<p>Afin d&#8217;atteindre l&#8217;objectif d&#8217;une solution de march\u00e9 standardis\u00e9e et neutre pour une mesure convergente des campagnes d&#8217;images anim\u00e9es, Goldbach, Mediapulse et Kantar Media souhaitent \u00e0 pr\u00e9sent perfectionner la solution de mesure gr\u00e2ce aux enseignements tir\u00e9s de l&#8217;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 v25.8 (Yoast SEO v27.2) - 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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