{"id":40659,"date":"2026-03-04T14:06:56","date_gmt":"2026-03-04T13:06:56","guid":{"rendered":"https:\/\/goldbach.com\/?p=40659"},"modified":"2026-03-05T14:10:18","modified_gmt":"2026-03-05T13:10:18","slug":"interview-avec-steve-krebser","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/entretien\/interview-avec-steve-krebser\/","title":{"rendered":"Interview avec Steve Krebser au sujet du Swiss Audio Network"},"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\"><h2><b>\u00abPourquoi nous misons d\u00e9sormais sur la confiance locale.\u00bb<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dans un march\u00e9 publicitaire fragment\u00e9, le paysage audio suisse, avec ses stations de radio profond\u00e9ment ancr\u00e9es et ses podcasts locaux, offre un \u00ab avantage \u00e0 domicile \u00bb unique, solidement ancr\u00e9 localement. Avec notre nouveau Swiss Audio Network, nous regroupons la force des webradios r\u00e9gionales et des podcasts s\u00e9lectionn\u00e9s, et r\u00e9pondons au besoin de Brand Safety, qui b\u00e9n\u00e9ficie d\u2019une forte acceptation gr\u00e2ce au principe Single Spot avec un Pre Roll.<\/span><\/p>\n<p><b>Steve Krebser de Swiss Radioworld <\/b><span style=\"font-weight: 400;\">nous explique pourquoi la cr\u00e9dibilit\u00e9 des \u00e9diteurs locaux contribue directement \u00e0 la r\u00e9putation de votre marque et comment l&#8217;environnement de confiance des voix suisses permet d&#8217;atteindre un taux d\u2019\u00e9coute int\u00e9grale (Listen-Through-Rate) de 95 %.<\/span><\/p>\n<p><b>Steve, pourquoi le Swiss Audio Network est-il si important en ce moment pour le march\u00e9 publicitaire suisse ?<\/b><br \/>\n<span style=\"font-weight: 400;\">\u00abNous avons constat\u00e9 que les annonceurs ne recherchent plus seulement la port\u00e9e, mais aussi la confiance. Lorsqu\u2019un message est diffus\u00e9 dans un podcast local ou une webradio avec des voix suisses connues, la cr\u00e9dibilit\u00e9 des \u00e9diteurs rejaillit directement sur la marque. Nous vous donnons d\u00e9sormais l\u2019outil pour exploiter cette atmosph\u00e8re de mani\u00e8re cibl\u00e9e.\u00bb<\/span><\/p>\n<p><b>Un taux d\u2019\u00e9coute int\u00e9grale (LTR) de 95 % dans des environnements suisses est impressionnant. Comment expliquez-vous cette valeur ?<\/b><br \/>\n<span style=\"font-weight: 400;\">La LTR est l\u2019un des plus grands avantages de l\u2019audio, et ce n\u2019est pas un hasard. Lorsque les auditeurs allument une station de radio ou un podcast, il n\u2019y a en g\u00e9n\u00e9ral qu\u2019un seul spot, puis ils peuvent \u00e9couter le contenu sans publicit\u00e9 pendant plusieurs heures. Cela vaut bien s\u00fbr surtout pour l\u2019offre des cha\u00eenes web-only des stations de radio. Mais dans les podcasts aussi, la publicit\u00e9 est accept\u00e9e, et nous constatons dans nos rapports qu\u2019elle est rarement pass\u00e9e. Un autre avantage est que l\u2019audio est ind\u00e9pendant de la plateforme et de l\u2019appareil, ce qui nous permet d\u2019atteindre les utilisateurs dans presque tous les moments. Exemple : webradio en cuisinant ou podcast en faisant du sport.<\/span><\/p>\n<p><strong>La Brand Safety est un sujet r\u00e9current. Dans quelle mesure le Swiss Audio Network contribue-t-il \u00e0 la s\u00e9curit\u00e9 des marques ? <\/strong><br \/>\nL\u2019audio est, de mani\u00e8re g\u00e9n\u00e9rale, l\u2019un des canaux les plus s\u00fbrs. Dans notre Network, il y a tr\u00e8s peu de contenus g\u00e9n\u00e9r\u00e9s par les utilisateurs ou d\u2019origine douteuse. Les flux web et les podcasts proviennent de r\u00e9seaux s\u00e9lectionn\u00e9s et offrent un contenu professionnel. Avec notre Swiss Audio Network, les annonceurs savent que leurs spots audio sont diffus\u00e9s dans des environnements entretenus de mani\u00e8re journalistique. Cela prot\u00e8ge la marque contre des contenus inappropri\u00e9s et renforce la r\u00e9putation gr\u00e2ce aux \u00e9diteurs suisses dignes de confiance. On ne peut pas faire plus s\u00fbr ni plus qualitatif.<\/p>\n<p><strong>L\u2019audio est en plein essor, mais le march\u00e9 devient plus complexe. L\u2019ancrage local est-il la r\u00e9ponse \u00e0 cette fragmentation ? <\/strong><br \/>\nOui, la fragmentation offre aussi des opportunit\u00e9s d\u2019atteindre diff\u00e9rents groupes cibles par des voies vari\u00e9es. L\u2019attachement aux stations locales reste constant dans l\u2019audio. Avec le ciblage Swissness, nous simplifions l\u2019acc\u00e8s \u00e0 l\u2019inventaire suisse en regroupant pour la premi\u00e8re fois webradio et podcasts. De plus, la r\u00e9servation dans le domaine des podcasts devient ainsi plus attractive en termes de prix. C\u2019est l\u2019occasion id\u00e9ale de tester le format audio !<\/p>\n<\/div><div class=\"fusion-text fusion-text-2\"><h2>Int\u00e9ress\u00e9(e) par la publicit\u00e9 audio ? Contactez-nous.<\/h2>\n<\/div><div ><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\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/goldbach.com\/fr\/audio\/contacter-lequipe-audio\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Contacte-nous<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":42,"featured_media":40660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[85],"tags":[185,373],"kanal":[315],"werbeform":[377],"class_list":["post-40659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entretien","tag-campagneaudio","tag-featured","kanal-audio","werbeform-digital-audio"],"acf":[],"yoast_head":"<!-- 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