Tout change dans la publicité : les formats, les supports, la façon de converser avec ses cibles... et par conséquent les indicateurs de performance, devenus plus complexe. Retour sur des expériences ayant réussi à intégrer ces nouvelles contraintes.
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Choose your language and your payment mean : "Publicité : comment tirer profit de campagnes réussies ?"
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Note: Cloning this topic will result in duplicating it into the same web-tv.
Tout change dans la publicité : les formats, les supports, la façon de converser avec ses cibles... et par conséquent les indicateurs de performance, devenus plus complexe. Retour sur des expériences ayant réussi à intégrer ces nouvelles contraintes.
Article rédigé par Alexandre Lachaut (Webcastory).
Jean-Pierre nous fait un rappel de bon sens: toute excellente execution créative est le fruit d'une excellente préparation en amont (cahier des charges, étude des besoins...) et d'une capacité à mettre autour de la table l'ensemble des acteurs du projet. Chaque acteur aura d'ailleurs le lead sur le projet à un moment donné (un peu comme le passage de témoin lors d'une course de relais) mais tout doit être bien écrit dès le départ afin que tout le monde tire dans le même sens.En faisant ce rappel, Jean-Pierre fait comprendre, à mots couverts, que ce n'est pas encore le cas.Les annonceurs se rendent compte que le message publicitaire change car on n'est plus dans le "one shot". Les messages restent plus longtemps et sur différents formats. Il faut donc bien veiller au message que l'on veut envoyer.Autre point qui revient dans l'interview : la mesure de l'efficacité des campagnes internet. Il y a encore un travail d'évangélisation pour rassurer les annonceurs sur la capacité qu'ont les régies et les agences de mesurer la performance. Le fameux ROI. Jean-Pierre relève d'ailleurs qu'il ne faut pas confondre critères de performance et indicateurs de performance.Enfin, le webcasting a amené une nouvelle génération de formats et l'IAB a d'ailleurs intégré cette année de nouveaux formats dont la vidéo.
Tout change dans la publicité : les formats, les supports, la façon de converser avec ses cibles... et par conséquent les indicateurs de performance, devenus plus complexe. Retour sur des expériences ayant réussi à intégrer ces nouvelles contraintes.
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