{"id":29193,"date":"2024-08-21T15:03:31","date_gmt":"2024-08-21T13:03:31","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=221869"},"modified":"2024-11-08T12:38:19","modified_gmt":"2024-11-08T11:38:19","slug":"konnex-und-teads-steigern-awareness-und-performance-fuer-4b-mit-predictive-ki","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-08-21\/konnex-und-teads-steigern-awareness-und-performance-fuer-4b-mit-predictive-ki\/","title":{"rendered":"Konnex et Teads augmentent la notori\u00e9t\u00e9 et la performance de 4B gr\u00e2ce \u00e0 l'IA pr\u00e9dictive"},"content":{"rendered":"

\"4B<\/p>\r\n

La campagne cross-m\u00e9dia pour 4B, avec des accents r\u00e9gionaux, avait pour objectif d'augmenter la notori\u00e9t\u00e9 de la marque et d'am\u00e9liorer la g\u00e9n\u00e9ration de leads. En Suisse al\u00e9manique, la t\u00e9l\u00e9vision, la presse \u00e9crite et les m\u00e9dias num\u00e9riques visaient \u00e0 accro\u00eetre la notori\u00e9t\u00e9 non soutenue, \u00e0 affiner le profil de la marque et \u00e0 augmenter la pr\u00e9f\u00e9rence pour celle-ci. En Suisse romande, l'accent a \u00e9t\u00e9 mis sur l'augmentation de la notori\u00e9t\u00e9 assist\u00e9e via des canaux similaires. De plus, une campagne num\u00e9rique Always-on a \u00e9t\u00e9 r\u00e9alis\u00e9e dans toute la Suisse avec pour objectif la g\u00e9n\u00e9ration de leads, sous forme de demandes de contact.<\/p>\r\n

Les contenus existants sont optimis\u00e9s<\/strong><\/h3>\r\n

Un \u00e9l\u00e9ment essentiel de cette strat\u00e9gie \u00e9tait l'utilisation d'images anim\u00e9es \u00e0 la t\u00e9l\u00e9vision et sur les canaux num\u00e9riques. Le mat\u00e9riel vid\u00e9o existant a \u00e9t\u00e9 optimis\u00e9 au mieux gr\u00e2ce \u00e0 la technologie d'IA pr\u00e9dictive de Neurons. L'atelier de co-cr\u00e9ation Teads Atelier, auquel l'agence de publicit\u00e9, l'agence m\u00e9dia, le client et Teads ont activement particip\u00e9, a jou\u00e9 un r\u00f4le central dans ce processus.<\/p>\r\n

Neurons combine l'intelligence artificielle et les neurosciences afin de pr\u00e9dire le comportement des clients et d'am\u00e9liorer les performances publicitaires. Comme il n'\u00e9tait pas possible de cr\u00e9er de nouvelles images et vid\u00e9os, les contenus existants ont \u00e9t\u00e9 analys\u00e9s et am\u00e9lior\u00e9s par des adaptations cibl\u00e9es telles que le changement de sc\u00e8ne, l'ajout de cartes de d\u00e9but et de fin et de sous-titres. Ces mesures avaient pour but d'augmenter l'attention et la compr\u00e9hension du groupe cible.<\/p>\r\n

Optimisation \u00e0 l'aide de deux scores<\/strong><\/h3>\r\n

Neurons utilise deux m\u00e9triques centrales pour \u00e9valuer et optimiser les supports publicitaires : Le Focus Score indique l'intensit\u00e9 de l'attention des spectateurs sur certaines zones de l'image ou de la vid\u00e9o ; une valeur \u00e9lev\u00e9e indique une attention concentr\u00e9e. Le Cognitive Demand Score mesure la complexit\u00e9 visuelle et la densit\u00e9 des informations que les spectateurs doivent traiter. Plus une image est complexe, plus le Cognitive Demand Score est \u00e9lev\u00e9 et plus il est difficile pour les spectateurs d'identifier rapidement les informations pertinentes.<\/p>\r\n

D\u00e8s la premi\u00e8re analyse des neurones, la vid\u00e9o retravaill\u00e9e par Teads Studio a permis d'obtenir une remont\u00e9e du Focus Score de +14 % et une r\u00e9duction de la Cognitive Demand de -2 %.<\/p>\r\n

Sur la base de l'analyse des neurones, une configuration cr\u00e9ative complexe a \u00e9t\u00e9 d\u00e9velopp\u00e9e dans l'atelier Teads, compos\u00e9e de diff\u00e9rents actifs optimis\u00e9s pour les mobiles en tant que solution hybride dynamique de display et d'annonces vid\u00e9o. Les motifs de la campagne s'adressaient \u00e0 tous les objectifs du funnel - de la sensibilisation \u00e0 la performance et \u00e0 la g\u00e9n\u00e9ration de leads en passant par la consideration. Les tests de r\u00e9f\u00e9rence Teads qui ont suivi ont permis d'\u00e9tablir des pr\u00e9visions de campagne et d'identifier les formes de publicit\u00e9 les plus efficaces en termes d'attention et de temps pass\u00e9.<\/p>\r\n

R\u00e9sultats analys\u00e9s scientifiquement<\/strong><\/h3>\r\n

Les r\u00e9sultats de l'analyse des neurones ont \u00e9t\u00e9 mis en relation avec l'\u00e9tude Kantar Brand Lift \"4B Switzerland - Creative Lab : ABC-Testing\", qui \u00e9tudie l'impact publicitaire des annonces num\u00e9riques dans diff\u00e9rents contextes en se concentrant sur la notori\u00e9t\u00e9 de la marque. L'ABC-Testing permet de tester simultan\u00e9ment plusieurs variantes d'annonces afin de d\u00e9terminer la plus performante.<\/p>\r\n

L'optimisation des supports publicitaires dans l'Atelier Teads s'est av\u00e9r\u00e9e d\u00e9cisive pour augmenter la notori\u00e9t\u00e9 de la marque. Concr\u00e8tement, cela se traduit par les r\u00e9sultats des formats Teads inRead Video Square et Teads inRead Video Landscape par rapport aux formats standard. Dans l'ensemble, la campagne, y compris toutes les mesures mises en \u0153uvre par Konnex et Teads, a entra\u00een\u00e9 une nette augmentation des leads et une r\u00e9duction des co\u00fbts par lead pour la campagne num\u00e9rique.<\/p>\r\n

Aper\u00e7u dansRead 3D Cube Square<\/a><\/p>\r\n

Aper\u00e7u dansRead Spin Card Square<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Le fournisseur de solutions de fen\u00eatres et de fa\u00e7ades 4B a r\u00e9alis\u00e9 en partenariat avec Teads et Konnex une campagne compos\u00e9e d'annonces display et vid\u00e9o. Gr\u00e2ce \u00e0 l'IA, les supports publicitaires ont \u00e9t\u00e9 optimis\u00e9s et l'attention port\u00e9e \u00e0 la campagne a \u00e9t\u00e9 mesur\u00e9e et optimis\u00e9e.<\/p>","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":"4B crossmediale","_yoast_wpseo_metadesc":"4B steigert Markenbekanntheit und Leadgenerierung durch eine optimierte, crossmediale Kampagne mit regionalem Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[4407,4408,319,4343,2795],"class_list":["post-29193","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-4b","tag-konnex","tag-kuenstliche-intelligenz","tag-markom","tag-teads"],"acf":[],"yoast_head":"\nKonnex und Teads steigern Awareness und Performance f\u00fcr 4B mit Predictive KI - Organisator<\/title>\n<meta name=\"description\" content=\"4B steigert Markenbekanntheit und Leadgenerierung durch eine optimierte, crossmediale Kampagne mit regionalem Fokus.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2024-08-21\/konnex-und-teads-steigern-awareness-und-performance-fuer-4b-mit-predictive-ki\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Konnex und Teads steigern Awareness und Performance f\u00fcr 4B mit Predictive KI - 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