{"id":14603,"date":"2023-09-19T10:00:00","date_gmt":"2023-09-19T08:00:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14603"},"modified":"2023-09-19T14:19:18","modified_gmt":"2023-09-19T12:19:18","slug":"audio-ads-youtube-norauto","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/audio-ads-youtube-norauto\/","title":{"rendered":"YouTube : booster son reach incr\u00e9mental avec Audio Ads"},"content":{"rendered":"\n

Vous souhaitez pousser une offre promotionnelle \u00e0 l\u2019audience la plus large possible pour toucher une nouvelle cible ? Audio Ads sur YouTube est peut-\u00eatre l\u2019adjuvant essentiel \u00e0 votre strat\u00e9gie. D\u00e9couvrez ce format et comment il a permis \u00e0 Norauto de toucher, en 7 jours, 10 millions de personnes dans sa cible.<\/strong><\/p>\n\n\n\n

\"YouTube<\/figure>\n\n\n\n

Une grande part du chiffre d\u2019affaires de Norauto se r\u00e9alise avant les grands d\u00e9parts, d\u2019\u00e9t\u00e9, mais aussi de P\u00e2ques en Espagne. Ces p\u00e9riodes sont donc propices au lancement d\u2019offres promotionnelles pour la marque. Traditionnellement, celles-ci s\u2019accompagnent de campagnes publicitaires TV et YouTube. Cette ann\u00e9e, pour maximiser le reach, les \u00e9quipes de Keyade, YouTube et Norauto ont souhait\u00e9 tester les Audio Ads.<\/p>\n\n\n\n

Audio Ads : manuel d\u2019utilisation<\/h2>\n\n\n\n

+81 %<\/strong><\/p>\n\n\n\n

de consid\u00e9ration de marque<\/p>\n\n\n\n

par rapport \u00e0 une campagne<\/p>\n\n\n\n

YouTube traditionnelle[1]<\/a>.<\/p>\n\n\n\n

L\u2019audio est aujourd’hui omnipr\u00e9sent. Pour exemple, 8 Fran\u00e7ais sur 10 \u00e9coutent de l\u2019audio tous les jours. Les utilisateurs l\u2019\u00e9coutent souvent en faisant autre chose, comme les t\u00e2ches m\u00e9nag\u00e8res, au r\u00e9veil ou en mangeant\/cuisinant. Leur \u00e9coute est personnelle et leur attention optimale.<\/p>\n\n\n\n

Pour sa part, YouTube (et YouTube Music) est la premi\u00e8re plateforme de streaming utilis\u00e9e pour l\u2019\u00e9coute de musique, bien avant Spotify. On lance la musique en arri\u00e8re-plan sur YouTube pendant le travail par exemple.<\/p>\n\n\n\n

Audio Ads s\u2019inscrit dans cette tendance. Un message publicitaire audio de 15 \u00e0 30 secondes est diffus\u00e9 sur YouTube et YouTube Music avant des vid\u00e9os susceptibles d\u2019\u00eatre consomm\u00e9es sans l\u2019image, comme des playlists musicales ou des podcasts. Sur le site ou l\u2019application ouverte en arri\u00e8re-plan s\u2019affiche une banni\u00e8re pendant la diffusion de la publicit\u00e9. Il est possible de param\u00e9trer l\u2019affichage d\u2019un bouton d\u2019action, pour profiter d\u2019une offre par exemple.<\/p>\n\n\n\n

La cible des Audio Ads est majoritairement masculine (58 %) et a entre 18 et 34 ans (63%)[2]<\/a>.<\/p>\n\n\n\n

Norauto prend le virage de l\u2019Audio Ads<\/h2>\n\n\n\n

Pour atteindre son objectif d\u2019augmentation du reach incr\u00e9mental et cibler une audience sp\u00e9cifique qu\u2019il ne touche pas en radio et t\u00e9l\u00e9vision, Norauto a d\u00e9cid\u00e9 de tester Audio Ads. En France, les spots radio de marque ont \u00e9t\u00e9 diffus\u00e9s en annonce publicitaire. En Espagne, des messages sp\u00e9cifiques pour Audio Ads ont \u00e9t\u00e9 enregistr\u00e9s, pour pousser la promotion, en respectant les bonnes pratiques du format, telles que la pr\u00e9sentation de la marque en d\u00e9but de message. Sur la banni\u00e8re espagnole, la promotion \u00e9tait affich\u00e9e, en lien avec le message audio.<\/p>\n\n\n

\n
\"Audio<\/figure>\n<\/div>\n\n\n

Performances de la campagne<\/h2>\n\n\n\n
\n
\n

+29%<\/strong> <\/p>\n\n\n\n

de lifts relatifs<\/p>\n<\/div>\n\n\n\n

\n

0,05 \u20ac<\/strong> <\/p>\n\n\n\n

cost\/lifted user<\/p>\n<\/div>\n<\/div>\n\n\n\n

L\u2019Audio Ads a permis \u00e0 Norauto d\u2019\u00e9largir consid\u00e9rablement son reach incr\u00e9mental !<\/p>\n\n\n\n

En sept jours seulement, Norauto a touch\u00e9 10 millions d\u2019utilisateurs uniques<\/strong>, avec un CPM comp\u00e9titif \u00e0 1,80 \u20ac<\/strong>. Alors m\u00eame que ce format est orient\u00e9 notori\u00e9t\u00e9, l\u2019op\u00e9ration est aussi une r\u00e9ussite en termes de consid\u00e9ration, avec 4,3 % de lift absolu et 2,8 millions d\u2019auditeurs cherchant la marque Norauto apr\u00e8s avoir entendu l\u2019annonce<\/strong> en Espagne.<\/p>\n\n\n\n

Le taux d\u2019augmentation du Search Lift \u00e0 +29%<\/strong> est tr\u00e8s int\u00e9ressant, alors m\u00eame que Norauto diffuse des campagnes tout au long de l\u2019ann\u00e9e.<\/p>\n\n\n\n

Notons qu\u2019en parall\u00e8le de ce dispositif, nous avons mis en place une campagne VAC orient\u00e9e performance qui a obtenu des r\u00e9sultats excellents avec un CPA record \u00e0 0,59\u00a0\u20ac<\/strong> gr\u00e2ce \u00e0 une synergie reach\/performance.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n

\u00ab YouTube Audio Ads nous a donn\u00e9 la possibilit\u00e9 d\u2019\u00e9tendre notre reach au-del\u00e0 de la radio et nous a aussi offert des options de ciblage int\u00e9ressantes. \u00bb<\/em><\/p>\nNorauto<\/cite><\/blockquote>\n\n\n\n

<\/div>\n\n\n\n
\n\n\n\n

[1]<\/a> Donn\u00e9es internes de Google (2021).<\/p>\n\n\n\n

[2]<\/a> Donn\u00e9es internes de Google (ao\u00fbt 2020).<\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e9couvrez comment les Audio Ads sur YouTube peuvent booster votre reach incr\u00e9mental et la performance de vos campagnes marketing. Exemple de Norauto.<\/p>\n","protected":false},"author":1,"featured_media":14605,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nAudio Ads sur YouTube : la cl\u00e9 pour booster votre reach incr\u00e9mental - Keyade<\/title>\n<meta name=\"description\" content=\"Explorez le potentiel des Audio Ads sur YouTube pour maximiser votre reach et atteindre une nouvelle audience, suivant l'exemple de Norauto.\" \/>\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.keyade.com\/fr\/blog\/audio-ads-youtube-norauto\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Audio Ads sur YouTube : la cl\u00e9 pour booster votre reach incr\u00e9mental - 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