{"id":5627,"date":"2018-10-15T13:38:18","date_gmt":"2018-10-15T12:38:18","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5627"},"modified":"2022-06-16T13:08:03","modified_gmt":"2022-06-16T12:08:03","slug":"search-tv","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/search-tv\/","title":{"rendered":"Synergies SEA et TV avec Castorama"},"content":{"rendered":"

\"Synergie<\/h2>\n

Synchronisation SEA & TV<\/strong><\/span><\/h2>\n

Castorama<\/a> est une enseigne du groupe Kingfisher et un acteur majeur de l\u2019am\u00e9lioration de la maison en France. L\u2019enseigne dispose d\u2019un r\u00e9seau de 102 magasins en France et r\u00e9pond \u00e0 la demande de 52 millions de clients par an. Accompagn\u00e9e par les agences Keyade et KR Wavemaker (GroupM), la marque est pr\u00e9sente en TV et sur le media digital (notamment SEA).<\/p>\n

En mati\u00e8re de publicit\u00e9, les annonceurs sont souvent en qu\u00eate de synergies entre leurs leviers d\u2019acquisition. Entre le SEA et la TV, le lien se fait intuitivement\u00a0: \u00e0 l\u2019heure du multi-\u00e9crans, un t\u00e9l\u00e9spectateur expos\u00e9 \u00e0 un spot publicitaire qui l\u2019interpelle aura tr\u00e8s probablement le r\u00e9flexe d\u2019aller chercher les informations qui l\u2019int\u00e9ressent sur son smartphone, en utilisant un moteur de recherche.<\/p>\n

DISPOSITIF<\/strong><\/span><\/h3>\n

Synergies SEA & TV : comment \u00e7a marche ?<\/strong><\/span><\/h2>\n

Keyade et KR Wavemaker proposent de mettre en place TVTY, une solution qui permet de synchroniser la diffusion des campagnes SEA d\u2019un annonceur en fonction de spots publicitaires identifi\u00e9s en temps r\u00e9el en TV. Pendant ces laps de temps pr\u00e9cis, TVTY permet de booster les ench\u00e8res SEA afin de maximiser la part de voix de l\u2019annonceur et ainsi capter le pic de requ\u00eates g\u00e9n\u00e9r\u00e9 par la publicit\u00e9 TV.<\/p>\n

Pour Castorama, deux dispositifs Search\/TV sont mis en place successivement avec TVTY\u00a0:<\/p>\n

    \n
  • L\u2019activation de campagnes SEA Castorama lors de la diffusion d\u2019un spot TV Castorama<\/strong><\/li>\n<\/ul>\n

    -Diffusion de la campagne marque suite \u00e0 la diffusion d\u2019un spot publicitaire \u2018g\u00e9n\u00e9raliste\u2019 de Castorama (Scenario 1).<\/em><\/p>\n

    -Diffusion d\u2019une campagne g\u00e9n\u00e9rique li\u00e9e \u00e0 un univers produit de la marque, suite \u00e0 la diffusion d\u2019un spot publicitaire de Castorama d\u00e9di\u00e9 \u00e0 cet univers produit (Scenario 2)<\/em>. En particulier, Castorama souhaite promouvoir l\u2019univers Salle de Bain.<\/p>\n

      \n
    • L\u2019activation de campagnes SEA Castorama lors de la diffusion de spots TV de concurrents<\/strong> (Scenario 3)<\/em>. Particuli\u00e8rement, Castorama teste ce dispositif sur l\u2019univers Jardin.<\/li>\n<\/ul>\n

      Les campagnes concern\u00e9es par le dispositif TVTY sont dupliqu\u00e9es afin de pouvoir mesurer l\u2019impact de la solution.<\/p>\n

      RESULTATS<\/strong><\/span><\/h3>\n

      Triple impact<\/strong><\/span><\/h2>\n

      Trois indicateurs sont particuli\u00e8rement int\u00e9ressants \u00e0 analyser pour ces dispositifs\u00a0: la visibilit\u00e9, les ventes et les visites g\u00e9n\u00e9r\u00e9es en magasin (donn\u00e9es de Store Visits remont\u00e9es par Google).<\/p>\n

      Dans le premier scenario (boost des campagnes SEA Castorama suite \u00e0 la diffusion de spots TV Castorama), la visibilit\u00e9 des campagnes \u2018marque\u2019 se r\u00e9v\u00e8le tr\u00e8s efficace puisque ces campagnes g\u00e9n\u00e8rent 95% des ventes sur le temps d\u2019activation du dispositif et pr\u00e9sentent un taux de Store Visits sup\u00e9rieur de 44% \u00e0 l\u2019objectif des campagnes men\u00e9es en fil rouge.<\/p>\n

      Dans le second scenario (par univers produits), TVTY permet de mesurer que le passage des spots \u2018Salle de Bain\u2019 de Castorama en TV entraine une augmentation du volume des requ\u00eates SEA sur les mots cl\u00e9s g\u00e9n\u00e9riques associ\u00e9s (+81%). Gr\u00e2ce au boost d\u2019ench\u00e8res, Castorama augmente sa part de voix de 67% par rapport aux campagnes fil rouge et progresse de 25% sur le classement. Le dispositif g\u00e9n\u00e8re donc un pic de trafic tr\u00e8s qualifi\u00e9 puisque les conversions augmentent de 152% sur la p\u00e9riode d\u2019activation.<\/p>\n

      Enfin, dans le troisi\u00e8me scenario, les requ\u00eates li\u00e9es \u00e0 l\u2019univers du Jardin augmentent de 65% lors du passage des spots TV de concurrents et le boost des ench\u00e8res sur les campagnes g\u00e9n\u00e9riques de Castorama d\u00e9di\u00e9es \u00e0 cet univers permet de capter un trafic qualifi\u00e9 puisque les conversions augmentent de 56% (pour un co\u00fbt d\u2019acquisition en baisse de 22%) sur la p\u00e9riode d\u2019activation.<\/p>\n

      En conclusion, la synchronisation SEA – TV permet non seulement de rationaliser les investissements SEA en investissant sur les moments forts en TV, mais aussi, par cons\u00e9quent, d\u2019augmenter l\u2019impact d\u2019une campagne TV. D\u2019autre part, l\u2019activation du dispositif TVTY sur les spots TV de concurrents permet d\u2019assurer une pr\u00e9sence en ligne sur des univers produits plus critiques et d\u2019assurer une strat\u00e9gie de pr\u00e9sence m\u00eame lorsque Castorama est absent en TV.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Synchronisation SEA & TV Castorama est une enseigne du groupe Kingfisher et un acteur majeur de l\u2019am\u00e9lioration de la maison en France. L\u2019enseigne dispose d\u2019un r\u00e9seau de 102 magasins en France et r\u00e9pond \u00e0 la demande de 52 millions de clients par an. Accompagn\u00e9e par les agences Keyade et KR Wavemaker (GroupM), la marque est […]<\/p>\n","protected":false},"author":1,"featured_media":5651,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89,295],"tags":[5,185,239],"class_list":["post-5627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","category-fil-actualite","tag-sea","tag-synergies","tag-tv"],"yoast_head":"\nSynergies SEA et TV avec l'\u00e9tude de cas Castorama | Keyade<\/title>\n<meta name=\"description\" content=\"En mati\u00e8re de publicit\u00e9, les annonceurs sont souvent en qu\u00eate de synergies entre leurs leviers d\u2019acquisition, ici le SEA et TV.\" \/>\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\/search-tv\/\" \/>\n<meta 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