{"id":53365,"date":"2026-06-19T16:18:20","date_gmt":"2026-06-19T14:18:20","guid":{"rendered":"https:\/\/goldbach.com\/non-categorise\/une-portee-mesurable-garantit-la-securite-de-planification-limpact-fait-la-difference\/"},"modified":"2026-06-23T14:43:58","modified_gmt":"2026-06-23T12:43:58","slug":"une-portee-mesurable-garantit-la-securite-de-planification-limpact-fait-la-difference","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/etudes\/une-portee-mesurable-garantit-la-securite-de-planification-limpact-fait-la-difference\/","title":{"rendered":"Une port\u00e9e mesurable garantit la s\u00e9curit\u00e9 de planification \u2013 l\u2019impact fait la diff\u00e9rence"},"content":{"rendered":"<p><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-margin-bottom: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-blend:overlay;--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 fusion-text-no-margin\" style=\"--awb-margin-bottom:0px;\"><p>Avec la <a href=\"https:\/\/goldbach.com\/fr\/entretien\/interview-sur-la-mesure-video-convergente\/\">mesure convergente de la vid\u00e9o en mouvement de Mediapulse<\/a> pr\u00e9vue, la Suisse se dote pour la premi\u00e8re fois d\u2019une mesure unifi\u00e9e pour la TV, l\u2019Online Video (OLV) et la Connected TV (CTV). Goldbach s\u2019engage activement en tant que premier partenaire du march\u00e9 en faveur de cette \u00e9volution. Car une mesure unifi\u00e9e cr\u00e9e de la transparence, rend les port\u00e9es comparables et garantit une meilleure s\u00e9curit\u00e9 de planification. \u00c0 long terme, elle doit constituer la base d\u2019une monnaie commune sur le march\u00e9 suisse de la vid\u00e9o en mouvement.<\/p>\n<p>Mais la port\u00e9e \u00e0 elle seule ne r\u00e9pond pas encore \u00e0 la question la plus importante :<\/p>\n<p><strong>Quel impact la publicit\u00e9 g\u00e9n\u00e8re-t-elle r\u00e9ellement ?<\/strong><\/p>\n<p>C\u2019est pr\u00e9cis\u00e9ment \u00e0 cette question que Goldbach r\u00e9pond avec <a href=\"https:\/\/goldbach.com\/fr\/portfolio-items\/mesurer-limpact-publicitaire-swiss-ad-impact\/\">Swiss Ad Impact<\/a>. Pour la pr\u00e9sente m\u00e9ta-analyse, les Data de 68 campagnes suisses avec TV et Online Video ainsi que de 13 campagnes avec TV, Online Video et Connected TV ont \u00e9t\u00e9 \u00e9valu\u00e9es, mesur\u00e9es depuis d\u00e9but 2024 dans le cadre de Swiss Ad Impact. Les r\u00e9sultats montrent le r\u00f4le que jouent les diff\u00e9rents canaux pour la port\u00e9e et l\u2019impact publicitaire \u2013 et pourquoi une planification vid\u00e9o en mouvement r\u00e9ussie a besoin \u00e0 la fois d\u2019une mesure de port\u00e9e fiable et d\u2019une compr\u00e9hension approfondie de l\u2019impact publicitaire.<\/p>\n<h2>Les principaux enseignements en un coup d\u2019\u0153il<\/h2>\n<\/div><ul style=\"--awb-margin-top:-10px;--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 fa-chevron-circle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>En combinaison avec la TV lin\u00e9aire, l\u2019Online Video augmente en moyenne la m\u00e9morisation publicitaire de 34 %<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-chevron-circle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Chez les 15 \u00e0 29 ans, la m\u00e9morisation publicitaire augmente m\u00eame de 48 % gr\u00e2ce \u00e0 l\u2019Online Video<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-chevron-circle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>La visibilit\u00e9 de la campagne et l\u2019impact publicitaire n\u2019\u00e9voluent pas toujours au m\u00eame rythme<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-chevron-circle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>TV, Online Video et Connected TV remplissent des r\u00f4les diff\u00e9rents tout au long du funnel<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon fa-chevron-circle-right fas\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>La plus grande force de Total Video r\u00e9side dans l\u2019interaction des canaux<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-2\"><h2>L\u2019Online Video augmente la m\u00e9morisation publicitaire<\/h2>\n<p>La TV lin\u00e9aire g\u00e9n\u00e8re une forte m\u00e9morisation publicitaire. Cependant, quiconque souhaite aujourd\u2019hui atteindre de jeunes Groupe cible ne peut pas faire l\u2019impasse sur les canaux Video num\u00e9riques. C\u2019est pr\u00e9cis\u00e9ment ce que confirme la m\u00e9ta-analyse.<\/p>\n<p>Sur l\u2019ensemble des campagnes analys\u00e9es, l\u2019Online Video, combin\u00e9e \u00e0 la TV lin\u00e9aire, augmente la m\u00e9morisation publicitaire de 34 % en moyenne. Chez les 15 \u00e0 29 ans, cette contribution suppl\u00e9mentaire est encore plus marqu\u00e9e : la m\u00e9morisation publicitaire y augmente en moyenne de 48 %.<\/p>\n<p><em>Graphique 1 : M\u00e9morisation publicitaire incr\u00e9mentale pour les campagnes TV et OLV (Total) :<\/em><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-bottom:30px;--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\"><a href=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[140a1810091cecb87fb]\" data-title=\"Graphique1_756x350\" title=\"Graphique1_756x350\"><img decoding=\"async\" width=\"756\" height=\"350\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350.png\" alt class=\"lazyload img-responsive wp-image-53572\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27756%27%20height%3D%27350%27%20viewBox%3D%270%200%20756%20350%27%3E%3Crect%20width%3D%27756%27%20height%3D%27350%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350-200x93.png 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350-400x185.png 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350-600x278.png 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique1_756x350.png 756w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 756px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-3\"><p><em>Graphique 2 : M\u00e9morisation publicitaire incr\u00e9mentale pour les campagnes TV et OLV (15\u201329 ans) :<\/em><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-bottom:30px;--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\/2026\/06\/Graphique2_756x350.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[9bcb6952796714a67b4]\" data-title=\"Graphique2_756x350\" title=\"Graphique2_756x350\"><img decoding=\"async\" width=\"756\" height=\"350\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350.png\" alt class=\"lazyload img-responsive wp-image-53573\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27756%27%20height%3D%27350%27%20viewBox%3D%270%200%20756%20350%27%3E%3Crect%20width%3D%27756%27%20height%3D%27350%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350-200x93.png 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350-400x185.png 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350-600x278.png 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique2_756x350.png 756w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 756px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-4\"><p>Les r\u00e9sultats le montrent clairement : l\u2019Online Video augmente la m\u00e9morisation publicitaire des campagnes TV et aide \u00e0 atteindre des Groupe cible qui, via la t\u00e9l\u00e9vision lin\u00e9aire seule, deviennent toujours plus difficiles \u00e0 toucher.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--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-text fusion-text-5\"><p>\u2794 L\u2019Online Video apporte une contribution importante \u00e0 la m\u00e9morisation publicitaire au sein des campagnes Total Video modernes.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 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-6\"><h2>Visibilit\u00e9 et impact ne sont pas la m\u00eame chose<\/h2>\n<p>Une forte visibilit\u00e9 est importante. Mais elle ne constitue qu\u2019une partie de la formule du succ\u00e8s.<\/p>\n<p>L\u2019analyse montre que les diff\u00e9rents canaux pr\u00e9sentent des forces distinctes. Alors que l\u2019Online Video augmente nettement la visibilit\u00e9 d\u2019une campagne, d\u2019autres environnements d\u00e9ploient leurs atouts surtout sur des indicateurs proches de l\u2019impact.<\/p>\n<p>Ont notamment \u00e9t\u00e9 analys\u00e9s des KPI dits de bas de funnel, tels que la recherche d\u2019informations, la recommandation et l\u2019intention d\u2019achat. Les r\u00e9sultats montrent que les contacts TV obtiennent des valeurs particuli\u00e8rement \u00e9lev\u00e9es sur ces indicateurs.<\/p>\n<p>Cela indique que des facteurs tels que l\u2019attention, la situation d\u2019usage et l\u2019environnement publicitaire ont une influence importante sur l\u2019impact publicitaire.<\/p>\n<p><em>Graphique 3 : Impact publicitaire par canal (Ad Impact Overall) :<\/em><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-bottom:20px;--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\/2026\/06\/Graphique3_756x450.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[8895d921dff6acbdf1c]\" data-title=\"Graphique3_756x450\" title=\"Graphique3_756x450\"><img decoding=\"async\" width=\"756\" height=\"450\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450.png\" alt class=\"lazyload img-responsive wp-image-53574\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27756%27%20height%3D%27450%27%20viewBox%3D%270%200%20756%20450%27%3E%3Crect%20width%3D%27756%27%20height%3D%27450%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450-200x119.png 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450-400x238.png 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450-600x357.png 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique3_756x450.png 756w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 756px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-7\"><p>L\u2019enseignement n\u2019est pas qu\u2019un canal est meilleur qu\u2019un autre. Au contraire, les diff\u00e9rents canaux assument des r\u00f4les diff\u00e9rents au sein d\u2019une campagne.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-top:20px;--awb-padding-right:20px;--awb-padding-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--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-text fusion-text-8\"><p>\u2794 Visibilit\u00e9 et impact sont deux facteurs de succ\u00e8s distincts \u2013 et tous deux doivent \u00eatre pris en compte lors de la planification de campagne.<\/p>\n<\/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%;\"><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-9\"><h2>Connected TV : le meilleur des deux mondes ?<\/h2>\n<p>Le focus sur la Connected TV est particuli\u00e8rement int\u00e9ressant.<\/p>\n<p>La contribution suppl\u00e9mentaire de la Connected TV \u00e0 la visibilit\u00e9 de la campagne est actuellement encore relativement faible. Cela s\u2019explique surtout par le fait que, dans de nombreuses campagnes, ce canal ne repr\u00e9sente jusqu\u2019ici qu\u2019une petite part du mix m\u00e9dia.<\/p>\n<p>Parall\u00e8lement, les Data montrent des valeurs d\u2019impact sup\u00e9rieures \u00e0 la moyenne \u2013 notamment pour la recherche d\u2019informations et la recommandation. Tout indique ainsi que la Connected TV dispose d\u2019un fort potentiel d\u2019impact.<\/p>\n<p><em>Graphique 4 : Valeurs d\u2019impact de la Connected TV<\/em><\/p>\n<\/div><div class=\"fusion-image-element\" style=\"--awb-margin-bottom:20px;--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\/2026\/06\/Graphique4_756x450.png\" class=\"fusion-lightbox\" data-rel=\"iLightbox[3dd98fc47ec3fcda40d]\" data-title=\"Graphique4_756x450\" title=\"Graphique4_756x450\"><img decoding=\"async\" width=\"756\" height=\"450\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450.png\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450.png\" alt class=\"lazyload img-responsive wp-image-53575\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27756%27%20height%3D%27450%27%20viewBox%3D%270%200%20756%20450%27%3E%3Crect%20width%3D%27756%27%20height%3D%27450%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450-200x119.png 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450-400x238.png 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450-600x357.png 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/06\/Graphique4_756x450.png 756w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 640px) 100vw, 756px\" \/><\/a><\/span><\/div><div class=\"fusion-text fusion-text-10\"><p>La Connected TV associe l\u2019usage de la t\u00e9l\u00e9vision, tr\u00e8s g\u00e9n\u00e9rateur d\u2019attention sur grand \u00e9cran, aux possibilit\u00e9s de diffusion num\u00e9rique. Avec une port\u00e9e croissante et des investissements plus \u00e9lev\u00e9s, son r\u00f4le devrait gagner en importance au sein des campagnes Total Video.<\/p>\n<\/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-left:20px;--awb-bg-size:cover;--awb-border-color:var(--awb-color6);--awb-border-top:1px;--awb-border-right:1px;--awb-border-bottom:1px;--awb-border-left:1px;--awb-border-style:solid;--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-text fusion-text-11\"><p>\u2794 La Connected TV montre d\u00e9j\u00e0 aujourd\u2019hui des signaux d\u2019impact prometteurs et reste un champ de recherche passionnant pour l\u2019avenir.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 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-12\"><h2>Qu\u2019est-ce que cela signifie pour la planification vid\u00e9o en mouvement ?<\/h2>\n<p>Les r\u00e9sultats montrent clairement que les campagnes r\u00e9ussies ne reposent pas sur un seul canal.<\/p>\n<p>La TV reste le principal moteur de la visibilit\u00e9 de la campagne. L\u2019utilisation compl\u00e9mentaire de l\u2019Online Video permet d\u2019augmenter encore la visibilit\u00e9 \u2013 en particulier aupr\u00e8s des Groupe cible plus jeunes. Parall\u00e8lement, la TV montre ses forces non seulement en mati\u00e8re de m\u00e9morisation publicitaire, mais aussi lorsqu\u2019il s\u2019agit d\u2019inciter les personnes \u00e0 agir \u2013 par exemple via la recherche d\u2019informations, la recommandation et l\u2019intention d\u2019achat. La Connected TV a, quant \u00e0 elle, le potentiel de r\u00e9unir efficacement les avantages de la t\u00e9l\u00e9vision lin\u00e9aire et de la Video num\u00e9rique.<br \/>\nL\u2019avenir ne r\u00e9side donc pas dans la TV, l\u2019Online Video ou la Connected TV seules \u2013 mais dans leur interaction.<\/p>\n<h2>\u00c0 propos de l\u2019analyse<\/h2>\n<p>La m\u00e9ta-analyse repose sur le framework Swiss Ad Impact de Goldbach. Ont \u00e9t\u00e9 analys\u00e9es 68 campagnes avec TV et Online Video ainsi que 13 campagnes avec TV, Online Video et Connected TV, issues de 16 secteurs au total. Toutes les campagnes ont \u00e9t\u00e9 mesur\u00e9es depuis d\u00e9but 2024 dans le cadre de Swiss Ad Impact.<\/p>\n<p>Les Data proviennent d\u2019enqu\u00eates repr\u00e9sentatives de la population en Suisse al\u00e9manique et en Suisse romande. Pour l\u2019analyse TV\/OLV, plus de 34\u202f000 personnes ont \u00e9t\u00e9 interrog\u00e9es ; pour l\u2019analyse TV\/OLV\/CTV, plus de 6\u202f600 personnes.<\/p>\n<p>La m\u00e9thodologie unifi\u00e9e assure la comparabilit\u00e9 entre campagnes et environnements et permet d\u2019analyser les contributions sp\u00e9cifiques de chaque canal, ind\u00e9pendamment des effets cr\u00e9atifs et de campagne.<\/p>\n<p>Swiss Ad Impact fournit aux annonceurs des enseignements standardis\u00e9s sur l\u2019impact publicitaire des campagnes de vid\u00e9o en mouvement et cr\u00e9e ainsi une base solide pour une planification m\u00e9dia fond\u00e9e sur les Data.<\/p>\n<h2>Vous avez des questions ? Contactez-nous.<\/h2>\n<\/div><\/div><\/div><\/div><\/div><div id=\"kontakt\" class=\"fusion-container-anchor\"><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 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-padding-top:20px;--awb-padding-right:20px;--awb-padding-bottom:20px;--awb-padding-left:20px;--awb-background-color:var(--awb-color2);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center 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-7 fusion_builder_column_1_3 1_3 fusion-flex-column fusion-no-small-visibility fusion-animated\" 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data-autoplay=\"yes\" data-autoplayspeed=\"4000\" data-autoplaypause=\"no\" data-loop=\"yes\" data-columns=\"1.0\" data-columnsmedium=\"1\" data-columnssmall=\"1\" data-itemmargin=\"0\" data-itemwidth=\"180\" data-touchscroll=\"no\" data-freemode=\"no\" data-imagesize=\"auto\" data-scrollitems=\"0\" data-scrollitems-medium=\"0\" data-scrollitems-small=\"0\" data-centeredslides=\"no\" data-rotationangle=\"50\" data-depth=\"100\" data-speed=\"500\" data-shadow=\"no\" data-pagination=\"bullets\" style=\"--awb-columns:1.0;--awb-column-spacing:0px;--awb-dots-margin-top:20px;--awb-dots-align:center;\"><div class=\"swiper-wrapper awb-image-carousel-wrapper fusion-flex-align-items-center\"><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Rene-Wodrich-kontakt.jpg\" class=\"attachment-full size-full lazyload\" 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https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Rene-Wodrich-kontakt-800x800.jpg 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Rene-Wodrich-kontakt.jpg 1000w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt.jpg\" class=\"attachment-full size-full lazyload\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271000%27%20height%3D%271000%27%20viewBox%3D%270%200%201000%201000%27%3E%3Crect%20width%3D%271000%27%20height%3D%271000%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt.jpg\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-66x66.jpg 66w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-150x150.jpg 150w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-200x200.jpg 200w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-300x300.jpg 300w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-400x400.jpg 400w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-600x600.jpg 600w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-768x768.jpg 768w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt-800x800.jpg 800w, https:\/\/goldbach.com\/app\/uploads\/2025\/12\/Yves-Meier-kontakt.jpg 1000w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"1280\" height=\"1280\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt.jpg\" class=\"attachment-full size-full lazyload\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271280%27%20height%3D%271280%27%20viewBox%3D%270%200%201280%201280%27%3E%3Crect%20width%3D%271280%27%20height%3D%271280%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt.jpg\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-66x66.jpg 66w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-150x150.jpg 150w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-200x200.jpg 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-300x300.jpg 300w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-400x400.jpg 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-600x600.jpg 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-768x768.jpg 768w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-800x800.jpg 800w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-1024x1024.jpg 1024w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt-1200x1200.jpg 1200w, https:\/\/goldbach.com\/app\/uploads\/2026\/03\/tamara-schmid-kontakt.jpg 1280w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><div class=\"swiper-slide\"><div class=\"fusion-carousel-item-wrapper\"><div class=\"fusion-image-wrapper hover-type-none\"><img decoding=\"async\" width=\"605\" height=\"605\" src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider.jpg\" class=\"attachment-full size-full lazyload\" alt=\"\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27605%27%20height%3D%27605%27%20viewBox%3D%270%200%20605%20605%27%3E%3Crect%20width%3D%27605%27%20height%3D%27605%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider.jpg\" data-srcset=\"https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-66x66.jpg 66w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-150x150.jpg 150w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-200x200.jpg 200w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-300x300.jpg 300w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-400x400.jpg 400w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider-600x600.jpg 600w, https:\/\/goldbach.com\/app\/uploads\/2026\/04\/Angelica-Di-Biase-Slider.jpg 605w\" data-sizes=\"auto\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_2_3 2_3 fusion-flex-column fusion-animated\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:20px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.47%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:20px;--awb-spacing-left-medium:1.47%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\" data-animationType=\"fadeInRight\" data-animationDuration=\"1.0\" data-animationDelay=\"0.3\" data-animationOffset=\"top-into-view\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-center fusion-content-layout-column\"><div class=\"fusion-text fusion-text-13 fusion-text-no-margin\" style=\"--awb-text-color:var(--awb-color1);--awb-margin-bottom:0px;--awb-text-font-family:&quot;LTTetria Black&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Pour une campagne publicitaire TV r\u00e9ussie<\/p>\n<\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color1);--awb-margin-top-small:10px;--awb-margin-right-small:0px;--awb-margin-bottom-small:10px;--awb-margin-left-small:0px;--awb-font-size:24px;\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;font-size:1em;\">Nous vous aidons \u00e0 planifier votre campagne publicitaire<\/h2><\/div><div class=\"fusion-text fusion-text-14\" style=\"--awb-text-color:var(--awb-color1);\"><p>Quels que soient les objectifs que vous poursuivez, nous avons le format adapt\u00e9 \u00e0 votre campagne. Trouvons ensemble la solution id\u00e9ale pour vous.<\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type kontakt-footer\" style=\"--button_accent_color:var(--awb-color1);--button_border_color:var(--awb-color2);--button_accent_hover_color:var(--awb-color1);--button_border_hover_color:var(--awb-color1);--button_gradient_top_color:var(--awb-custom_color_4);--button_gradient_bottom_color:var(--awb-custom_color_4);--button_gradient_top_color_hover:var(--awb-color5);--button_gradient_bottom_color_hover:var(--awb-color5);\" target=\"_self\" data-hover=\"bg_slide_right\" href=\"https:\/\/goldbach.com\/fr\/tv\/contacter-lequipe-tv\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Contacter des experts TV<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":22,"featured_media":53364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[89,354],"tags":[],"kanal":[314],"werbeform":[320,322,381],"class_list":["post-53365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","category-savoir","kanal-tv","werbeform-linear-tv","werbeform-replay-ads","werbeform-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Total Video : nouvelles connaissances sur l\u2019impact publicitaire<\/title>\n<meta name=\"description\" content=\"Avec Swiss Ad Impact, Goldbach n\u2019analyse pas seulement les port\u00e9es, mais aussi l\u2019impact. 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