{"id":2621,"date":"2017-10-09T09:09:40","date_gmt":"2017-10-09T08:09:40","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2621"},"modified":"2018-06-18T13:31:23","modified_gmt":"2018-06-18T12:31:23","slug":"adweek-nyc-ii-etat-lieux-perspectives-de-publicite-basee-data","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/adweek-nyc-ii-etat-lieux-perspectives-de-publicite-basee-data","title":{"rendered":"ADWEEK NYC II : Etat des lieux et perspectives de la publicit\u00e9 bas\u00e9e sur la data"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points de vue. <\/em><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Conf\u00e9rence \u00ab\u00a0Etat des lieux et perspectives de de la publicit\u00e9 bas\u00e9e sur la data\u00a0\u00bb<\/strong><\/span><\/h2>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2623 size-medium alignleft\" src=\"https:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-300x225.jpg\" alt=\"adweek-data-oriented-advertising\" width=\"300\" height=\"225\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-300x225.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-768x576.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-1024x768.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-720x540.jpg 720w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising-133x100.jpg 133w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2017\/10\/adweek-data-oriented-advertising.jpg 1440w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><span style=\"letter-spacing: 0.2px;\">En pr\u00e9sence de\u00a0:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/rickerwin\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Rick Erwin<\/em><\/strong><\/a><em>, Pr\u00e9sident d\u2019Audience Solutions Acxiom<\/em><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/glenneisen\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Glenn Eisen<\/em><\/strong><\/a><em>, CMO Emeritus SlingTV<\/em><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/bill-livek-99a757a\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Bill Livek<\/em><\/strong><\/a><em>,\u00a0Executive Vice Chairman &amp; President comScore Inc.<\/em><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/matt-o-grady-521a731\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Matt O&#8217;Grady<\/em><\/strong><\/a><em>, CEO Nielsen Catalina Solutions<\/em><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/in\/bryson-gordon-168787\/\" target=\"_blank\" rel=\"noopener\"><strong><em>Bryson Gordon<\/em><\/strong><\/a><em>,\u00a0Executive Vice President, Advanced Advertising\u00a0Viacom<\/em><\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong>Pourquoi la fiabilit\u00e9 de la data est si indispensable<\/strong><\/h3>\n<p style=\"text-align: justify;\">Alors que la data offre aux marketers des perspectives sans limite, ceux-ci souhaitent avant tout ma\u00eetriser leur environnement de diffusion. Selon les intervenants, environ un tiers du trafic issu de la publicit\u00e9 programmatique est frauduleux, 50% des publicit\u00e9s TV et plus de 50% des publicit\u00e9s RTB ne sont pas vues. La fiabilit\u00e9 de la data est donc une question centrale dans le d\u00e9veloppement des budgets publicitaires\u00a0: sans donn\u00e9es coh\u00e9rentes, aucune perspective solide n\u2019est envisageable \u00e0 long terme.<\/p>\n<p style=\"text-align: justify;\">Dans la continuit\u00e9 de cette probl\u00e9matique, la s\u00e9curit\u00e9 des donn\u00e9es est \u00e9galement un enjeu majeur. A noter toutefois qu\u2019aux Etats-Unis, la question du respect de la vie priv\u00e9e est beaucoup moins pr\u00e9gnante qu\u2019en Europe, en raison d\u2019une r\u00e9gulation moins stricte.<\/p>\n<h3 style=\"text-align: justify;\"><strong>Data et TV\u00a0: des perspectives sans limite<\/strong><\/h3>\n<p style=\"text-align: justify;\">La TV est le m\u00e9dia qui offre la meilleure efficacit\u00e9 publicitaire en termes de m\u00e9morisation et de couverture. Avec l\u2019arriv\u00e9e de la data, les perspectives seront uniques\u00a0: la TV rapprochera les consommateurs des marques en diffusant des publicit\u00e9s plus pertinentes et plus personnalis\u00e9es, en TV aussi bien qu\u2019en TV OTT. Les professionnels parlent m\u00eame de \u00ab\u00a0renaissance de la TV\u00a0\u00bb. Aux Etats-Unis, on observe un d\u00e9placement des budgets Paid Search et Paid Social vers la TV OTT gr\u00e2ce \u00e0 des ciblages avanc\u00e9s plus pr\u00e9cis, plus performants, et une meilleure mesure de l\u2019impact du media sur les r\u00e9sultats.<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #bfbbbb;\"><em>*TV OTT (TV Over The Top) d\u00e9signe les modes de consommation de contenus t\u00e9l\u00e9visuels qui s\u2019affranchissent non seulement de la\u00a0<\/em><em>t\u00e9l\u00e9vision lin\u00e9aire<\/em><em>, mais \u00e9galement du fournisseur d\u2019acc\u00e8s Internet.\u00a0L\u2019expression Over The Top symbolise le fait que l\u2019on passe au-dessus de la box Internet et de ses programmes ou bouquets t\u00e9l\u00e9visuels propos\u00e9s par d\u00e9faut, m\u00eame si les programmes passent toujours physiquement par la box Internet. Exemples\u00a0: YouTube, Netflix, catch-up TV\u2026<\/em><\/span><\/p>\n<h3 style=\"text-align: justify;\"><strong>Amazon, l\u2019acteur de r\u00e9f\u00e9rence <\/strong><\/h3>\n<p style=\"text-align: justify;\">En termes de e-commerce, Amazon a tr\u00e8s bien compris les enjeux de la data comportementale d\u2019achat et s\u2019en sert aujourd\u2019hui pour asseoir sa position de leader aux Etats-Unis. Les intervenants parlent du \u2018power of discovery\u2019 pour d\u00e9signer la place pr\u00e9pond\u00e9rante d\u2019Amazon dans la recherche d\u2019informations en ligne. Les intervenants recommandent de travailler conjointement avec Amazon pour b\u00e9n\u00e9ficier de son consid\u00e9rable r\u00e9servoir de donn\u00e9es en mati\u00e8re de comportement d\u2019achat.<\/p>\n<h3 style=\"text-align: justify;\"><strong>Un vent d\u2019optimisme dans la profession<\/strong><\/h3>\n<p style=\"text-align: justify;\">C\u00f4t\u00e9 utilisateur, l\u2019offre n\u2019a jamais \u00e9t\u00e9 aussi dense, les services n\u2019ont jamais \u00e9t\u00e9 aussi \u00e9volu\u00e9s et les prix n\u2019ont jamais \u00e9t\u00e9 aussi bas. C\u00f4t\u00e9 agences et professionnels du media, l\u2019arriv\u00e9e de nouvelles technologies et l\u2019\u00e9mancipation des pratiques sur la data offrent des perspectives uniques. Les professionnels sont enthousiastes et s\u2019attendent \u00e0 de nombreuses avanc\u00e9es dans les prochaines ann\u00e9es pour des publicit\u00e9s mieux cibl\u00e9es, plus pertinentes et potentiellement \u00e0 terme, moins nombreuses.<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>L&#8217;avis Keyade<\/strong><\/span><\/h2>\n<p style=\"text-align: justify;\">Adrien Alioua, directeur du d\u00e9veloppement chez Keyade\u00a0: \u00ab L\u2019enthousiasme du march\u00e9 ne touche pas que les soci\u00e9t\u00e9s technologiques ou les acteurs de la TV. En search, la data offre d\u00e9j\u00e0 des perspectives uniques, notamment avec les audiences 1st-party, qui permettent d\u2019adresser les requ\u00eates des internautes avec une pertinence incomparable. Avec les avanc\u00e9es de la data et du vocal, il y a fort \u00e0 parier que demain, ce ne seront plus les mots-cl\u00e9s qui seront la mati\u00e8re premi\u00e8re du paid search, mais bien les audiences. Et si demain, nous n\u2019achetions que des audiences en paid search ? Finis les mots-cl\u00e9s ?\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ev\u00e9nement incontournable des professionnels du marketing, de la publicit\u00e9, des m\u00e9dias et nouvelles technologies, l\u2019Advertising Week de New York s\u2019est tenue du 25 au 29 septembre. Chez Keyade, Adrien Alioua (Directeur du d\u00e9veloppement) et Benoit Le Bras (Directeur digital adjoint et responsable innovation) ont assist\u00e9 \u00e0 plusieurs conf\u00e9rences et nous partagent leurs apprentissages et points [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2623,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[173,241,55,239,237],"class_list":["post-2621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","tag-amazon","tag-data","tag-event","tag-tv","tag-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ADWEEK NYC II : Publicit\u00e9 bas\u00e9e sur la data | Keyade<\/title>\n<meta name=\"description\" content=\"La data offre des perspectives sans limite pour la publicit\u00e9 et l&#039;UX... et 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