{"id":18095,"date":"2022-12-01T12:51:35","date_gmt":"2022-12-01T11:51:35","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190854"},"modified":"2024-11-20T07:01:28","modified_gmt":"2024-11-20T06:01:28","slug":"attention-program-teads-startet-kooperation-mit-khc","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-12-01\/attention-program-teads-startet-kooperation-mit-khc\/","title":{"rendered":"Programme de l'attention : Teads lance une coop\u00e9ration avec KHC"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-190855 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/12\/2022_06_BLOG_Attention-Program-1140x500-1-1024x449-1.jpg\" alt=\"Attention\" width=\"1024\" height=\"449\" \/>Dans l'\u00e9cosyst\u00e8me num\u00e9rique actuel, satur\u00e9, l'attention est un facteur d\u00e9cisif. Pour attirer l'attention des consommateurs, la cr\u00e9ativit\u00e9 est essentielle. Une r\u00e9cente <u>\u00c9tude<\/u> montre que les annonceurs peuvent augmenter l'attention port\u00e9e \u00e0 leurs publicit\u00e9s de 49 % s'ils les optimisent pour l'environnement en question <em><a href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marktforschung\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/\" rel=\"noopener\">(Werbewoche.ch a rapport\u00e9)<\/a><\/em>.<\/p>\r\n<p>Le \"Teads Attention Program\" doit permettre aux marques d'optimiser le reporting multi-\u00e9crans de l'attention dans Teads Ad Manager. En int\u00e9grant Lumen et Adelaide, deux fournisseurs de mesures de l'attention, ainsi que le fournisseur d'\u00e9tudes d'eye-tracking et de neuromarketing Realeyes, Teads met en place un ensemble d'outils qui devrait permettre aux annonceurs d'augmenter leur efficacit\u00e9 et leurs r\u00e9sultats commerciaux.<\/p>\r\n<p>\u00c9tudes de <u>Dentsu<\/u> Des \u00e9tudes internationales ont montr\u00e9 que la mesure de l'attention est trois fois plus efficace pour pr\u00e9dire les r\u00e9sultats que la viewability. Petit \u00e0 petit, l'attention devient donc de plus en plus importante. Les annonceurs sont d\u00e9sormais en mesure de relever certains des principaux d\u00e9fis qu'ils ont rencontr\u00e9s en mati\u00e8re de d\u00e9penses publicitaires. Mais pour cela, ils doivent, selon Teads, \u00e9voluer et mettre l'accent sur les m\u00e9triques de l'attention en ce qui concerne l'achat, la planification et la mesure des campagnes.<\/p>\r\n<h3><strong>La cr\u00e9ativit\u00e9 comme force motrice<\/strong><\/h3>\r\n<p>Pour attirer et retenir l'attention des consommateurs, il faut de la cr\u00e9ativit\u00e9. Son importance pour la publicit\u00e9 num\u00e9rique est indiscutable. Selon des \u00e9tudes, il existe une diff\u00e9rence de 17 % entre les bonnes et les mauvaises cr\u00e9ations en termes de m\u00e9morisation de la marque. En outre, il a \u00e9t\u00e9 d\u00e9montr\u00e9 qu'environ deux tiers de l'efficacit\u00e9 des m\u00e9dias d\u00e9pendent de la cr\u00e9ativit\u00e9.<\/p>\r\n<p>Les annonceurs doivent \u00e9galement tenir compte du contexte des annonces et de la cr\u00e9ativit\u00e9. Placer des annonces dans un contexte de contenu pertinent permet d'attirer l'attention tout en offrant une meilleure exp\u00e9rience globale aux consommateurs.<\/p>\r\n<h3><strong>Une UX positive influence l'attention<\/strong><\/h3>\r\n<p>L'exp\u00e9rience utilisateur d'un site web a \u00e9galement une influence consid\u00e9rable sur l'attention. Les utilisateurs sont plus r\u00e9ceptifs aux annonces qui sont pr\u00e9sent\u00e9es dans un environnement de qualit\u00e9, non surcharg\u00e9. Une annonce plus grande et mieux con\u00e7ue a un impact plus durable sur la m\u00e9moire, contrairement \u00e0 plusieurs petites annonces.<\/p>\r\n<p>Les consommateurs appr\u00e9cient qu'on attire leur attention plut\u00f4t que de les forcer \u00e0 consommer de la publicit\u00e9. La publicit\u00e9 consomm\u00e9e volontairement a un effet plus positif sur les indicateurs de fid\u00e9lisation \u00e0 la marque, ind\u00e9pendamment de la dur\u00e9e pendant laquelle le consommateur regarde la publicit\u00e9.<\/p>\r\n<h3><strong>Coop\u00e9ration entre Teads, KHC et Dentsu International<\/strong><\/h3>\r\n<p>La coop\u00e9ration de Teads avec KHC et Dentsu International, mise en place par l'agence m\u00e9dia Carat de KHC, doit permettre de d\u00e9velopper le \"Teads Attention Program\". Pour ce faire, Teads et Carat utilisent le mod\u00e8le d'attention d\u00e9velopp\u00e9 par Dentsu avec Lumen, qui doit permettre de mesurer l'attention du groupe cible publicitaire.<\/p>\r\n<p>Sur une p\u00e9riode de six mois, cela permettra de recueillir et de documenter des informations et une compr\u00e9hension importantes sur les moteurs et les m\u00e9triques de l'attention port\u00e9e aux produits de KHC. Ces nouvelles m\u00e9triques permettront \u00e0 KHC d'optimiser de mani\u00e8re plus efficace et durable ses performances num\u00e9riques pour ses futures campagnes.<\/p>","protected":false},"excerpt":{"rendered":"<p>Im aktuellen, ges\u00e4ttigten digitalen \u00d6kosystem ist Aufmerksamkeit ein entscheidender Faktor. Um die Aufmerksamkeit der Verbraucher zu gewinnen, ist Kreativit\u00e4t das A und O. Eine aktuelle Studie zeigt auf, dass Werbetreibende die Aufmerksamkeit f\u00fcr ihre Werbung um 49 Prozent steigern k\u00f6nnen, wenn sie sie f\u00fcr das jeweilige Umfeld optimieren (Werbewoche.ch berichtete). Das \u00abTeads Attention Program\u00bb soll [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Aufmerksamkeit","_yoast_wpseo_metadesc":"Aufmerksamkeit 2023: Kreativit\u00e4t und kontextoptimierte Anzeigen steigern Werbewirkung um 49%. Studien und Programme im Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[3537],"class_list":["post-18095","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dentsu"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attention Program: Teads startet Kooperation mit KHC - Organisator<\/title>\n<meta name=\"description\" content=\"Aufmerksamkeit 2023: Kreativit\u00e4t und kontextoptimierte Anzeigen steigern Werbewirkung um 49%. 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