{"id":69042,"date":"2022-05-20T07:30:50","date_gmt":"2022-05-20T05:30:50","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=69042"},"modified":"2022-07-25T18:32:30","modified_gmt":"2022-07-25T16:32:30","slug":"publicite-mobile","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/05\/20\/publicite-mobile\/","title":{"rendered":"Publicit\u00e9 mobile : les budgets des distributeurs bient\u00f4t multipli\u00e9s par 5 ou 10"},"content":{"rendered":"

Les budgets\u00a0publicit\u00e9 mobile des distributeurs pourraient bien \u00eatre multipli\u00e9s par 5 ou 10 dans un futur proche<\/strong>, sous l’impulsion du Oui Pub et la disparition du prospectus. Finalement, ce bon vieux catalogue papier ne survivra pas au digital<\/a>. La publicit\u00e9 mobile est d\u00e9j\u00e0 un g\u00e9ant de la pub, et son d\u00e9veloppement ne fait que commencer. <\/i>Thomas Fagot<\/a>, fondateur de MobSuccess<\/a>, pionnier de l’app marketing, prodigue ses conseils aux distributeurs soucieux de ne\u00a0pas rater le coche de ce nouveau boom du digital \u00e0 base de Drive to store<\/strong>.<\/i><\/p>\n

Publicit\u00e9 mobile : des budgets pour les \u00ab\u00a0retailers\u00a0\u00bb multipli\u00e9s par 5 ou 10<\/h2>\n
\"publicit\u00e9
La publicit\u00e9 mobile est devenue la voie royale du drive to store et elle est en passe de supplanter le bon vieux prospectus<\/figcaption><\/figure>\n
\n

Transparence : Ce podcast est r\u00e9alis\u00e9 en partenariat avec \u00c9cran mobile<\/a>\u00a0pour le compte de MobSuccess<\/a>, fournisseur de solutions drive to mobile et drive to store. Nous avons r\u00e9dig\u00e9 ce\u00a0<\/i>billet<\/i><\/span><\/span>\u00a0avec notre\u00a0<\/i>objectif\u00a0<\/i>habituel<\/i><\/span> d’ind\u00e9pendance et <\/i>d’authenticit\u00e9.<\/i><\/span><\/span><\/p>\n

\n
\"publicit\u00e9
La publicit\u00e9 mobile conna\u00eet d\u00e9j\u00e0 un v\u00e9ritable boom et cela ne fait que commencer. Le drive to store va lui donner un nouvel \u00e9lan et d\u00e9cupler son revenu. Que de chemin parcouru depuis 2013<\/a> ! – source Ecran Mobile<\/a><\/figcaption><\/figure>\n
<\/div>\n

<\/p>\n

Selon l\u2019observatoire de la publicit\u00e9 Internet, le march\u00e9 d\u00e9passe tout juste les 6 milliards d\u2019euros en 2020, dont pr\u00e8s de 3.7 milliards pour la publicit\u00e9 mobile<\/a>. On parle beaucoup de la publicit\u00e9 digitale, et finalement on ne se rend pas compte qu’on l’utilise principalement par le mobile.<\/p>\n

En effet, selon J\u00e9r\u00f4me Bouteiller<\/a> d’\u00c9cran Mobile, la publicit\u00e9 mobile r\u00e9alise plus de chiffre d’affaires que la t\u00e9l\u00e9vision.<\/p>\n

[Le mobile est devenu] le premier \u00e9cran digital, devant l\u2019ordinateur, mais \u00e9galement […] devant le t\u00e9l\u00e9viseur, dont le chiffre d\u2019affaires 2020 ne devrait pas d\u00e9passer les 3 milliards d\u2019euros<\/p><\/blockquote>\n

Conseils \u00e0 suivre pour r\u00e9ussir le drive to store mobile<\/h3>\n

Au vu de l’importance de ce march\u00e9, les distributeurs ne peuvent passer \u00e0 c\u00f4t\u00e9 de cette formidable opportunit\u00e9 de drive to store qu’offre le mobile.<\/p>\n

Et pour les aider, j’ai demand\u00e9 \u00e0\u00a0Thomas Fagot de MobSuccess de nous livrer ses conseils.<\/p>\n

Voici un bref r\u00e9sum\u00e9 de ses recommandations :<\/p>\n

Conseil no 1 : bien mesurer ce qu’on attend d’une campagne drive-to-store<\/h4>\n

La mesure d’impact est le thermom\u00e8tre d’une campagne. De cette mesure en d\u00e9pendra le bilan final, c’est-\u00e0-dire les crit\u00e8res sur lesquels on se basera pour d\u00e9finir son succ\u00e8s ou son \u00e9chec.<\/p>\n

\"Publicit\u00e9
Les budgets des distributeurs en publicit\u00e9 mobile pourraient bien \u00eatre multipli\u00e9s par 5 ou 10 dans un futur proche, sous l’impulsion du Oui Pub et la disparition du prospectus. C’est \u00e0 un v\u00e9ritable boom du drive to store par mobile que nous allons assister dans les ann\u00e9es qui viennent.<\/figcaption><\/figure>\n

Deux m\u00e9canismes existent pour mesurer l’impact des campagnes drive to store par le mobile:<\/strong><\/p>\n

    \n
  1. La mesure gr\u00e2ce aux donn\u00e9es GPS<\/strong>, l’exposition publicitaire et les personnes qui se sont rendues en magasin suite \u00e0 cette exposition\u00a0;<\/li>\n
  2. Un autre \u00e9l\u00e9ment, un peu plus pouss\u00e9, tr\u00e8s utilis\u00e9 aujourd\u2019hui, appel\u00e9 le g\u00e9olift<\/strong>. Il permet de cr\u00e9er des bassins de magasins actifs en publicit\u00e9, avec une mesure d\u2019incr\u00e9ment de chiffre d’affaires dans les magasins qui ont particip\u00e9 \u00e0 une op\u00e9ration d’activation multilocale.<\/li>\n<\/ol>\n

    Conseil no 2 : tenir compte de 2 \u00e9l\u00e9ments majeurs en amont de la campagne<\/h4>\n

    Deux \u00e9l\u00e9ments forts sont \u00e0 consid\u00e9rer en amont de la campagne selon Thomas :<\/p>\n

      \n
    1. La publicit\u00e9 en elle-m\u00eame\u00a0:<\/strong> la cr\u00e9ation publicitaire doit \u00eatre la plus locale possible, souligne Thomas. On utilise beaucoup la DCO, Dynamic Creative Optimization<\/a>, qui permet d’afficher le nom du magasin le plus proche, ou des produits li\u00e9s aux stocks du magasin par rapport \u00e0 son stock temps r\u00e9el. Cette publicit\u00e9 s’adresse v\u00e9ritablement au local, les gens se sentent plus concern\u00e9s par ce type de messages que par des publicit\u00e9s g\u00e9n\u00e9ralistes nationales.<\/li>\n
    2. Le ciblage g\u00e9ographique\u00a0:<\/strong> historiquement, les marques ont beaucoup utilis\u00e9 le radius, qui consiste \u00e0 tracer un cercle autour d’un point de vente, plus ou moins \u00e9largi selon la zone de communication. De vrais actes d\u2019optimisations sont \u00e0 r\u00e9aliser pour des ciblages plus pr\u00e9cis, bas\u00e9s sur le code postal par exemple, voire du multiradius (plusieurs points qui \u00e9pousent une zone de chalandise). Ceci afin d’\u00e9viter une d\u00e9perdition forte d’achat m\u00e9dia, qui pourrait aller dans des zones qui ne concernent pas le bassin de consommation du point de vente.<\/li>\n<\/ol>\n

      Conseil no 3 : remettre en question les KPI traditionnels<\/h4>\n

      Une mesure historiquement utilis\u00e9e pour analyser les campagnes digitales \u00e9tait le co\u00fbt par clic (Click-Through Rate<\/a>) explique Thomas<\/p>\n

      Ce CTR ne pr\u00e9sente pas le m\u00eame int\u00e9r\u00eat pour des campagnes multilocales.<\/p>\n

      Le but d’une publicit\u00e9 locale est en premier lieu d’informer d’une offre en cours dans son magasin le plus proche. Le clic devient presque facultatif, sauf si on veut en savoir plus. Un bon message et une bonne cr\u00e9a permettent d\u00e9j\u00e0 de dire l’essentiel d\u00e8s l’exposition publicitaire.<\/p>\n

      Les annonceurs doivent donc s\u2019int\u00e9resser aux nouveaux KPI \u00e0 regarder lorsqu’on est dans le cas d’une campagne multilocale.<\/p>\n

      Ainsi, la mesure en point de vente est essentielle.<\/p>\n

      Quel futur pour la publicit\u00e9 mobile\u00a0: va-t-elle remplacer compl\u00e8tement les prospectus\u00a0?<\/h3>\n

      Depuis ces trois derni\u00e8res ann\u00e9es, la publicit\u00e9 mobile est pass\u00e9e chez les annonceurs d\u2019une petite ligne de budget \u00e0 un enjeu essentiel<\/p><\/blockquote>\n

      De plus en plus de budgets offline, que ce soit ceux allou\u00e9s aux prospectus ou \u00e0 la radio locale, se transf\u00e8rent dans l\u2019\u00e9cosyst\u00e8me digital.<\/p>\n

      La publicit\u00e9 mobile prendra une importance croissante pour les retailers dans les ann\u00e9es \u00e0 venir, et les budgets vont \u00eatre multipli\u00e9s par 5 voire par 10<\/p><\/blockquote>\n

      Voil\u00e0 des perspectives r\u00e9jouissantes pour la publicit\u00e9 mobile, nous sommes d\u00e9finitivement bien loin des d\u00e9buts laborieux<\/a> de cette discipline, il y a \u00e0 peine 10 ans.<\/p>\n

      https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-05-20-Ecran-mobile-01-mobsuccess-mixdown.mp3<\/a><\/audio><\/div><\/div>

      Podcast: Play in new window<\/a> | Download<\/a> (Duration: 26:50 — 37.0MB)<\/p>

      Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

      Les budgets\u00a0publicit\u00e9 mobile des distributeurs pourraient bien \u00eatre multipli\u00e9s par 5 ou 10 dans un futur proche, sous l’impulsion du Oui Pub et la disparition du prospectus. Finalement, ce bon vieux catalogue papier ne survivra pas au digital. La publicit\u00e9 mobile est d\u00e9j\u00e0 un g\u00e9ant de la pub, et son d\u00e9veloppement ne fait que commencer. …<\/p>\n","protected":false},"author":2,"featured_media":69079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-69042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nPublicit\u00e9 mobile : les budgets des distributeurs multipli\u00e9s par 5 ou 10<\/title>\n<meta name=\"description\" content=\"Les budgets\u00a0publicit\u00e9 mobile des distributeurs pourraient \u00eatre multipli\u00e9s par 5 ou 10 dans le futur, un v\u00e9ritable essor du drive to store\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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