{"id":4892,"date":"2025-09-25T22:49:24","date_gmt":"2025-09-25T20:49:24","guid":{"rendered":"https:\/\/goldbach.com\/?p=4892"},"modified":"2025-12-16T17:49:45","modified_gmt":"2025-12-16T16:49:45","slug":"splicky-setzt-mit-intervista-auf-einen-zweiten-renommierten-schweizer-datenpartner","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/splicky-setzt-mit-intervista-auf-einen-zweiten-renommierten-schweizer-datenpartner\/","title":{"rendered":"Avec intervista, Splicky mise sur un deuxi\u00e8me partenaire suisse renomm\u00e9 dans le domaine des donn\u00e9es."},"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><strong>En Suisse, la plateforme c\u00f4t\u00e9 demande (DSP) Splicky \u00e9largit syst\u00e9matiquement ses possibilit\u00e9s de ciblage pour les campagnes de Digital-Out-of-Home (DOOH) programmatiques. Gr\u00e2ce \u00e0 une nouvelle coop\u00e9ration avec l\u2019institut de recherche suisse intervista, les annonceurs peuvent d\u00e9sormais acc\u00e9der \u00e0 une offre de donn\u00e9es compl\u00e8te et in\u00e9dite pour le march\u00e9 suisse. <\/strong><\/p>\n<p>Les annonceurs r\u00e9servent leurs campagnes programmatiques pour Mobile, Desktop, DOOH, CTV et Digital Audio via la plateforme c\u00f4t\u00e9 demande (DSP) Splicky. Ce qui a commenc\u00e9 il y a environ un an avec l\u2019int\u00e9gration des donn\u00e9es du groupe cible de Senozon est syst\u00e9matiquement poursuivi avec la collaboration avec intervista&nbsp;: des donn\u00e9es suisses de qualit\u00e9 pour l\u2019achat programmatique de DOOH en Suisse. Alors que Senozon propose une multitude de groupes cibles principalement sociod\u00e9mographiques \u00e0 partir de son mod\u00e8le de mobilit\u00e9 et de l\u2019\u00e9valuation quotidienne et enti\u00e8rement anonymis\u00e9e des donn\u00e9es de t\u00e9l\u00e9phonie mobile de Sunrise, les nouvelles donn\u00e9es d\u2019intervista sont bas\u00e9es sur des collectes de donn\u00e9es primaires, telles que les donn\u00e9es de mobilit\u00e9 du panel Footprints et les entretiens du panel Online. Il est ainsi d\u00e9sormais possible de piloter des campagnes sur la base de donn\u00e9es d\u2019utilisation et d\u2019int\u00e9r\u00eat. Une nouveaut\u00e9 pour la quasi-totalit\u00e9 de l\u2019inventaire DOOH suisse.    <\/p>\n<p>intervista met \u00e0 disposition des valeurs d\u2019affinit\u00e9 pr\u00e9cises \u00e0 l\u2019heure et au jour de la semaine pour environ 150&nbsp;variables de groupe cible pour les \u00e9crans. Ces valeurs indiquent dans quelle mesure une propri\u00e9t\u00e9 sp\u00e9cifique au sein d\u2019un groupe cible est sur- ou sous-repr\u00e9sent\u00e9e \u00e0 un endroit et \u00e0 un moment donn\u00e9s. Plus la valeur d\u2019affinit\u00e9 est \u00e9lev\u00e9e, plus le groupe cible souhait\u00e9 peut \u00eatre atteint de mani\u00e8re cibl\u00e9e. \u00ab&nbsp;Ces donn\u00e9es permettent de mettre en \u0153uvre des ciblages de groupes cibles bas\u00e9s sur des donn\u00e9es&nbsp;\u00bb, d\u00e9clare Beat&nbsp;Fischer, membre de la direction d\u2019intervista.   <\/p>\n<p>L\u2019offre de variables comprend entre autres&nbsp;:<\/p>\n<ul>\n<li><strong>Mode de vie et int\u00e9r\u00eats&nbsp;:<\/strong> Hobbies, activit\u00e9s de loisirs (p.&nbsp;ex. shopping, cin\u00e9ma) et activit\u00e9 sportive (p.&nbsp;ex. randonn\u00e9e, jogging)<\/li>\n<li><strong>Pr\u00e9f\u00e9rences de consommation et de marques&nbsp;:<\/strong> Possession de voitures dans diff\u00e9rentes cat\u00e9gories de prix, relations clients avec des banques, assurances, caisses-maladie ou op\u00e9rateurs de t\u00e9l\u00e9phonie mobile sp\u00e9cifiques<\/li>\n<li><strong>Comportement en mati\u00e8re de mobilit\u00e9&nbsp;:<\/strong> Voyages en avion ou utilisation du train<\/li>\n<li><strong>Actifs financiers librement disponibles<\/strong><\/li>\n<\/ul>\n<p>Gr\u00e2ce \u00e0 ces donn\u00e9es compl\u00e8tes sur les groupes cibles, les annonceurs peuvent d\u00e9sormais minimiser encore plus efficacement les pertes de diffusion via Splicky, cibler d\u2019autres groupes cibles de mani\u00e8re cibl\u00e9e et ainsi augmenter l\u2019impact de leur publicit\u00e9.<\/p>\n<p>\u00ab&nbsp;La demande et l\u2019utilisation de donn\u00e9es, et en particulier de fournisseurs de donn\u00e9es suisses, ont constamment augment\u00e9 dans le domaine du DOOH. Elles rendent justice au m\u00e9dia, augmentent l\u2019efficacit\u00e9 et la proximit\u00e9 et sont d\u00e9j\u00e0 r\u00e9guli\u00e8rement int\u00e9gr\u00e9es dans la configuration des campagnes programmatiques&nbsp;\u00bb, d\u00e9clare Florian&nbsp;Walz, Country Director Splicky Switzerland.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":4891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87],"tags":[],"kanal":[319],"werbeform":[],"class_list":["post-4892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","kanal-out-of-home"],"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>Splicky\u00a0: Coop\u00e9ration avec intervista<\/title>\n<meta name=\"description\" content=\"Splicky mise sur un deuxi\u00e8me partenaire de donn\u00e9es suisse. 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