La vidéo apparaît aujourd'hui comme un élément central de la communication des marques. Ce phénomène est dû à plusieurs facteurs :...
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La vidéo apparaît aujourd'hui comme un élément central de la communication des marques. Ce phénomène est dû à plusieurs facteurs :...
Interview de Frédéric Bellier, Directeur de la Régie, Dailymotion, sur ad:tech Paris.
Enregistrée le 7 avril 2009.
Article rédigé par Alexandre Lachaut (Webcastory)
La vidéo apparaît aujourd'hui comme un élément central de la communication des marques. Ce phénomène est dû à plusieurs facteurs :
- une forte hausse de la consommation de vidéos par les internautes,
- une capacité de mesure en temps réel des métriques liées au ROI (taux de lecture, taux de transfert...),
- une opportunité de définir en amont la cible de la vidéo et d'éviter une dillution de la vidéo vers une cible non pertinente comme peuvent le proposer d'autres supports,
- une facilité de "viralité" de la publicité vidéo via la démocratisation du haut débit et l'avènement des plate-formes communautaires où circulent quantité de vidéos,
- une diffusion multicanale permettant à l"homo digitalus" de consommer la vidéo comme il veut et quand il veut.
Frédéric constate un investissement croissant de la part des grandes entreprises dans la communication sur le web. Cependant, la crise rend certaines entreprises plus frileuses et attentistes alors que d'autres se montrent au contraire très actives considérant que la vidéo peut-être un bon facteur différenciant.
Toutefois face aux différents supports vidéos (TV, site web, téléphone portable...), les marques doivent imaginer différents contenus vidéos. Il est aujourd'hui peu pertinent de copier une publicité TV sur un écran de mobile (visibilité trop réduite) ou sur un site internet (l'internaute attend de l'interactivité). Les marques et leurs conseils doivent donc prendre en compte des modes de consommation différents (snacking media sur portable, interactivité sur le web) pour réussir leur communication vidéo.
Je regrette de ne pas avoir plus abordé avec Frédéric le futur de la publicité sur mobile vue par Dailymotion. Mais je ne doute pas que ce n'est que partie remise...n'est-ce pas Frédéric ;-)