{"id":7459,"date":"2019-07-29T10:21:46","date_gmt":"2019-07-29T09:21:46","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7459"},"modified":"2019-07-29T15:36:24","modified_gmt":"2019-07-29T14:36:24","slug":"group-m-one-team","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/group-m-one-team\/","title":{"rendered":"La \u2018OneTeam\u2019 GroupM : quand les meilleurs sp\u00e9cialistes travaillent ensemble"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Le cas de l\u2019audio programmatique<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/One_team_-1024x348.jpg\" alt=\"one team\" class=\"wp-image-7461\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/One_team_-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/One_team_-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/One_team_-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/One_team_-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>S\u00e9bastien Ruiz (Directeur GroupM Radio), Laurence Milhau (Directrice GroupM Digital) <br>et Pierre Vidal (Directeur de client\u00e8le chez KR Wavemaker).<\/figcaption><\/figure>\n\n\n\n<p>GroupM France, c\u2019est bien s\u00fbr un r\u00e9seau d\u2019agences (dont fait\npartie Keyade aux c\u00f4t\u00e9s de KR Wavemaker, MediaCom et Mindshare), mais c\u2019est aussi\net surtout un vaste savoir-faire m\u00e9dia, port\u00e9 par plus de 1000 collaborateurs\net des d\u00e9partements et services d\u00e9di\u00e9s (\u00e9tudes, publicit\u00e9 programmatique, studio\nde cr\u00e9ation, audio, affichage\u2026). Multi-comp\u00e9tente, solide, rapproch\u00e9e, la grande\n\u00e9quipe de GroupM France est structur\u00e9e pour apporter une r\u00e9ponse globale et\ncollective \u00e0 ses clients, sur l\u2019ensemble de leurs dispositifs de communication.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Le virage de l\u2019audio programmatique<\/strong><\/h2>\n\n\n\n<p>En avril 2019, une grande marque d\u2019ameublement souhaite lancer une campagne de publicit\u00e9 comprenant un volet vid\u00e9o (TV et digital) ainsi qu\u2019un volet radio. Sur ce volet audio, Pierre Vidal, directeur de client\u00e8le chez KR Wavemaker explique&nbsp;: \u00ab <em>Aujourd\u2019hui, les marques envisagent encore l\u2019audio digital comme un dispositif compl\u00e9mentaire \u00e0 une campagne de radio traditionnelle. Pourtant, il offre un moyen unique de communiquer plus qualitativement&nbsp;: ciblage plus qualifi\u00e9, possibilit\u00e9 de choisir un contexte de diffusion affinitaire avec la cible, emplacements premium gr\u00e2ce \u00e0 la multiplication des podcasts natifs, meilleure qualit\u00e9 d\u2019\u00e9coute puisque la majorit\u00e9 de l\u2019audience est r\u00e9alis\u00e9e aujourd\u2019hui sur mobile et donc au casque, etc.<\/em>&nbsp;\u00bb. Pour ouvrir ce champ d\u2019opportunit\u00e9s \u00e0 son client avec une offre adapt\u00e9e, Pierre Vidal a sollicit\u00e9 deux sp\u00e9cialistes&nbsp;chez GroupM&nbsp;: S\u00e9bastien Ruiz, directeur de GroupM Radio, et Laurence Milhau, directrice de GroupM Digital.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les sp\u00e9cialistes de KR\nWavemaker, GroupM Radio et GroupM Digital autour de la table<\/strong><\/h2>\n\n\n\n<p>A la direction de GroupM Radio, S\u00e9bastien Ruiz pose le d\u00e9cor&nbsp;: \u00ab&nbsp;<em>Aujourd\u2019hui, les marques viennent sur l\u2019audio digital essentiellement pour la qualit\u00e9 des ciblages et la ma\u00eetrise de KPIs d\u2019audience plus complets&nbsp;: auditeurs mieux qualifi\u00e9s, mesure de la reconnaissance publicitaire et performances des call-to-action (trafic sur le site, \u00e9ventuelles conversions\u2026)&nbsp;<\/em>\u00bb. Pour ce client retailer, S\u00e9bastien et son \u00e9quipe ont donc propos\u00e9 un dispositif audio digital en achat programmatique en s\u2019appuyant sur les sp\u00e9cialistes de GroupM Digital. <\/p>\n\n\n\n<p>Apr\u00e8s plusieurs \u00e9changes entre GroupM Digital, GroupM Radio et le Conseil KR Wavemaker, les sp\u00e9cialistes du groupe d\u00e9cident de s\u2019associer au DSP Hawk by TabMo, permettant de d\u00e9ployer la campagne sur la totalit\u00e9 des inventaires audio des plateformes de streaming musicales et des webradios (Deezer, Spotify, TargetSpot et NRJ Global). Laurence Milhau, directrice de GroupM Digital commente&nbsp;:&nbsp;\u00ab&nbsp;<em>cette activation programmatique nous a permis de ma\u00eetriser et d\u2019optimiser la r\u00e9p\u00e9tition du message et d\u2019avoir une totale transparence sur la diffusion publicitaire et sa r\u00e9partition par device et par zone g\u00e9ographique, tout cela en temps r\u00e9el.<\/em>&nbsp;\u00bb<\/p>\n\n\n\n<p>S\u00e9bastien Ruiz ajoute&nbsp;: \u00ab <em>En faisant le choix d\u2019un partenaire 100% mobile, nous sommes parvenus \u00e0 mesurer le nombre d\u2019auditeurs uniques, non plus publisher par publisher mais au global sur la campagne. Forts de ce nouvel indicateur, nous avons pu appr\u00e9hender le potentiel de couverture offert par l\u2019audio digital sur une consommation 100% mobile.<\/em>&nbsp;\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le cas de l\u2019audio programmatique GroupM France, c\u2019est bien s\u00fbr un r\u00e9seau d\u2019agences (dont fait partie Keyade aux c\u00f4t\u00e9s de KR Wavemaker, MediaCom et Mindshare), mais c\u2019est aussi et surtout un vaste savoir-faire m\u00e9dia, port\u00e9 par plus de 1000 collaborateurs et des d\u00e9partements et services d\u00e9di\u00e9s (\u00e9tudes, publicit\u00e9 programmatique, studio de cr\u00e9ation, audio, affichage\u2026). Multi-comp\u00e9tente, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7463,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,295],"tags":[487,7],"class_list":["post-7459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-fil-actualite","tag-audio-programmatique","tag-groupm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La \u2018OneTeam\u2019 GroupM : quand les meilleurs sp\u00e9cialistes travaillent ensemble - Keyade<\/title>\n<meta name=\"description\" content=\"Pour int\u00e9grer un volet audio digital au sein du plan m\u00e9dia global d&#039;une grande marque, GroupM a cr\u00e9\u00e9\u00a0un dispositif enti\u00e8rement sur-mesure.\u00a0\" \/>\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\/group-m-one-team\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La \u2018OneTeam\u2019 GroupM : quand les meilleurs sp\u00e9cialistes travaillent ensemble - 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