{"id":1050,"date":"2024-06-28T11:07:55","date_gmt":"2024-06-28T09:07:55","guid":{"rendered":"https:\/\/big-view.fr\/?p=1050"},"modified":"2026-02-24T10:25:48","modified_gmt":"2026-02-24T09:25:48","slug":"portee-des-campagnes-cross-media-sur-tv-traditionnel-et-sur-youtube","status":"publish","type":"post","link":"https:\/\/mv-studios.com\/big-view\/data\/portee-des-campagnes-cross-media-sur-tv-traditionnel-et-sur-youtube\/","title":{"rendered":"Port\u00e9e des campagnes cross-m\u00e9dia sur TV traditionnel et sur Youtube"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1050\" class=\"elementor elementor-1050\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4013ef61 e-flex e-con-boxed e-con e-parent\" data-id=\"4013ef61\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-142df130 elementor-widget elementor-widget-text-editor\" data-id=\"142df130\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2>Les donn\u00e9es de port\u00e9e et de fr\u00e9quence d\u00e9dupliqu\u00e9es sur Youtube et la TV , une nouvelle possibilit\u00e9 pour optimiser les campagnes vid\u00e9os.<\/h2><h3>Google Ads et sa nouvelle fonctionnalit\u00e9 qui risque de bousculer le monde de r\u00e9gie pub!<\/h3><p>La port\u00e9e cross-m\u00e9dia fait r\u00e9f\u00e9rence \u00e0 la capacit\u00e9 d&rsquo;une campagne publicitaire \u00e0 toucher un public cible sur diff\u00e9rents canaux m\u00e9diatiques. Dans le cas de Google Ads, cela signifie mesurer l&rsquo;exposition d&rsquo;une annonce vid\u00e9o sur YouTube, ainsi que sur les cha\u00eenes de t\u00e9l\u00e9vision traditionnelles. L&rsquo;outil de mesure de la port\u00e9e cross-m\u00e9dia agr\u00e8ge et d\u00e9duplique les donn\u00e9es de ces diff\u00e9rentes plateformes, offrant ainsi une vue d&rsquo;ensemble pr\u00e9cise de la performance globale de la campagne<\/p><p>Premier point: cela risque fortement de r\u00e9volutionner le march\u00e9: Avec cet outil chaque nouvel annonceur va pouvoir mesurer les diff\u00e9rences d&rsquo;efficacit\u00e9 des campagnes TV vs Youtube.\u00a0 Lors de son d\u00e9ploiement en France cela risque de fortement chambouler la tarification des diffusions des campagnes pub, il est fort \u00e0 parier que Google cherche \u00e0 augmenter sa part Youtube dans le Mix Marketing des annonceurs, en raison actuellement de leur avantage tarifaire et possibilit\u00e9 de ciblage.<\/p><p>Deuxi\u00e8me point: La collecte de donn\u00e9es va \u00eatre ainsi faciliter tout en \u00e9tant garant d&rsquo;une augmentation du volume et de leur qualit\u00e9 . Le budget des campagnes branding ( campagne de marque)\u00a0 soit mieux utiliser \u00e0 moyens et long terme. Voir avec les IA une personnalisation du message pour chaque cohorte d&rsquo;audience ( Avec nos partenaires, nous travaillons d\u00e9j\u00e0 la dessus on testant \u00e0 partir du message de l&rsquo;annonceur une version personnalis\u00e9 en fonction de chaque cible , en vous en dit plus dans un prochain post\u00a0 )<\/p><p>Le fonctionnement de cet outil de mesure, pas de gros changement dans les principes du traitement de la data :<\/p><ul><li>Agr\u00e9gation des data, d\u00e9duplication de la port\u00e9e et de la fr\u00e9quence sur plusieurs campagnes.<\/li><li>Affiche la port\u00e9e totale cibl\u00e9e pour des groupes d\u00e9mographiques sp\u00e9cifiques<\/li><li>Mesure de la port\u00e9e unique sur diff\u00e9rents appareils, formats, sites, applications et r\u00e9seaux<\/li><\/ul><figure id=\"attachment_1051\" aria-describedby=\"caption-attachment-1051\" style=\"width: 300px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-medium wp-image-1051\" src=\"http:\/\/localhost\/big-view\/wp-content\/uploads\/2024\/06\/Screenshot-2024-06-24-at-21.47.21.png-300x156.webp\" alt=\"\" width=\"300\" height=\"156\" srcset=\"https:\/\/mv-studios.com\/big-view\/wp-content\/uploads\/2024\/06\/Screenshot-2024-06-24-at-21.47.21.png-300x156.webp 300w, https:\/\/mv-studios.com\/big-view\/wp-content\/uploads\/2024\/06\/Screenshot-2024-06-24-at-21.47.21.png-768x398.webp 768w, https:\/\/mv-studios.com\/big-view\/wp-content\/uploads\/2024\/06\/Screenshot-2024-06-24-at-21.47.21.png.webp 981w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-1051\" class=\"wp-caption-text\">Mesure de la port\u00e9e cross-m\u00e9dia<\/figcaption><\/figure><p><strong>Points important :<\/strong><\/p><ul><li>Disponible dans le monde pour toutes les campagnes videos google ads<\/li><li>Tv traditionnelle et vid\u00e9o num\u00e9rique : uniquement dans certain pays<\/li><\/ul><p>\u00a0<\/p><p>Pour en savoir plus contactez nous si vous pouvez aussi vous renseigner sur la page <a href=\"https:\/\/support.google.com\/google-ads\/answer\/14296355?hl=en#:~:text=Cross%2DMedia%20Reach%20primarily%20measures,how%20often%20they%20were%20reached.&amp;text=Effective%20reach%20depending%20on%20an,%2B%2C%20%E2%80%A6%2C%20N%2B%20times.\">aide de Google<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les donn\u00e9es de port\u00e9e et de fr\u00e9quence d\u00e9dupliqu\u00e9es sur Youtube et la TV , une nouvelle possibilit\u00e9 pour optimiser les campagnes vid\u00e9os. Google Ads et sa nouvelle fonctionnalit\u00e9 qui risque de bousculer le monde de r\u00e9gie pub! La port\u00e9e cross-m\u00e9dia fait r\u00e9f\u00e9rence \u00e0 la capacit\u00e9 d&rsquo;une campagne publicitaire \u00e0 toucher un public cible sur diff\u00e9rents [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,17],"tags":[],"class_list":["post-1050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","category-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Port\u00e9e des campagnes cross-m\u00e9dia sur TV traditionnel et sur Youtube - BIG VIEW<\/title>\n<meta name=\"description\" content=\"Cross-Media Reach measurement, ou la nouvelle fonctionnalit\u00e9 qui pourrait bousculer le marche de pub TV traditionnelle\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mv-studios.com\/big-view\/sea\/portee-des-campagnes-cross-media-sur-tv-traditionnel-et-sur-youtube\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Port\u00e9e des campagnes cross-m\u00e9dia sur TV traditionnel et sur Youtube - 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