{"id":2573,"date":"2017-07-23T13:19:13","date_gmt":"2017-07-23T12:19:13","guid":{"rendered":"http:\/\/mouillere.com\/universconvergents\/?p=2573"},"modified":"2017-07-23T13:19:13","modified_gmt":"2017-07-23T12:19:13","slug":"le-programmatique-est-partout","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2017\/07\/23\/le-programmatique-est-partout\/","title":{"rendered":"Le programmatique est partout"},"content":{"rendered":"

Le JDNet consacre un article sur le programmatique \u00e0 la TV (PTV) alliant la puissance du canal TV pour la notori\u00e9t\u00e9 d’une marque \u00e0 celle du \u00a0num\u00e9rique\u00a0comme canal privil\u00e9gi\u00e9 du\u00a0marketing direct (ciblage et personnalisation).<\/p>\n

<\/p>\n

La PTV s’appuie sur l’impact et l’\u00e9chelle de la t\u00e9l\u00e9vision, mais de mani\u00e8re plus cibl\u00e9e que la publicit\u00e9 traditionnelle. Gr\u00e2ce \u00e0 la PTV, les marques peuvent b\u00e9n\u00e9ficier d’une visibilit\u00e9 accrue, d’un meilleur ciblage de leur public et, au final, d’un engagement sup\u00e9rieur.<\/em><\/p><\/blockquote>\n

Aux \u00c9tats-Unis, 1\u00a0% des d\u00e9penses PTV totales sont de type programmatique mais ce taux devrait passer \u00e0 6\u00a0% d’ici 2018. En France, \u00a075\u00a0% des d\u00e9cisionnaires d’agences marketing, de publicit\u00e9 et d’\u00e9dition\u00a0estiment que l’achat programmatique de publicit\u00e9s TV serait une de leurs priorit\u00e9s cette ann\u00e9e.<\/p>\n

Mais des contraintes r\u00e8glementaires et\u00a0l’absence de standardisation (formats, modes d’utilisation et mesures des donn\u00e9es) freinent le d\u00e9veloppement de la PTV m\u00eame si certains \u00e9diteurs\u00a0commencent \u00e0 commercialiser leurs publicit\u00e9s de mani\u00e8re programmatique via leurs services de TV de rattrapage.<\/p>\n

http:\/\/www.journaldunet.com\/ebusiness\/expert\/67364\/le-futur-de-la-tv-programmatique-sera-omnicanal.shtml<\/a><\/p>\n

https:\/\/www.emarketer.com\/Article\/Programmatic-Ad-Buying-on-Rise-France\/1014611<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Le JDNet consacre un article sur le programmatique \u00e0 la TV (PTV) alliant la puissance du canal TV pour la notori\u00e9t\u00e9 d’une marque \u00e0 celle du \u00a0num\u00e9rique\u00a0comme canal privil\u00e9gi\u00e9 du\u00a0marketing… <\/p>\n","protected":false},"author":1,"featured_media":2574,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[10,2,28],"tags":[],"class_list":["post-2573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisuel","category-big-data","category-publicite-marketing-communication"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/217692.gif?fit=324%2C207&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-Fv","jetpack-related-posts":[{"id":2180,"url":"https:\/\/mouillere.com\/universconvergents\/2016\/10\/26\/les-72-questions-posees-aux-annonceurs-relatives-a-la-situation-concurrentielle-du-secteur-de-la-publicite-sur-internet-et-limportance-de-lexploitation-des-donnees\/","url_meta":{"origin":2573,"position":0},"title":"Les 72 questions pos\u00e9es aux annonceurs relatives \u00e0 la situation concurrentielle du secteur de la publicit\u00e9 sur Internet et l’importance de l’exploitation des donn\u00e9es","author":"Fred","date":"26 octobre 2016","format":false,"excerpt":"L'Autorit\u00e9 de la concurrence s'est enfin d\u00e9cid\u00e9e de se saisir \u00e0 nouveau pour avis pour \u00e9valuer la situation concurrentielle du secteur de la publicit\u00e9 sur Internet et l'importance de l'exploitation des donn\u00e9es, six ans apr\u00e8s son premier avis sur ce secteur (avis 10-A-29 du 14 d\u00e9cembre 2010 sur le fonctionnement\u2026","rel":"","context":"Dans "Audiovisuel"","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":1313,"url":"https:\/\/mouillere.com\/universconvergents\/2015\/10\/29\/marie-le-guevel-amnet-il-y-a-encore-un-temps-avant-le-basculement-de-la-tv-lineaire-en-programmatique\/","url_meta":{"origin":2573,"position":1},"title":"MARIE LE GU\u00c9VEL (AMNET) : \u00abIL Y A ENCORE UN TEMPS AVANT LE BASCULEMENT DE LA TV LIN\u00c9AIRE EN PROGRAMMATIQUE\u00bb","author":"Fred","date":"29 octobre 2015","format":false,"excerpt":"Nous sommes encore aux pr\u00e9mices de la t\u00e9l\u00e9vision programmatique. Un premier test a \u00e9t\u00e9 r\u00e9alis\u00e9 aux Etats-Unis par la marque Oreo lors du Super Bowl en janvier dernier... http:\/\/www.offremedia.com\/voir-article\/marie-le-guevel-amnet-il-y-a-encore-un-temps-avant-le-basculement-de-la-tv-lineaire-en-programmatique","rel":"","context":"Dans "Audiovisuel"","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/11\/synodiance-lien-tv-search-smx-paris-09062015-57-638.jpg?fit=638%2C479&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/11\/synodiance-lien-tv-search-smx-paris-09062015-57-638.jpg?fit=638%2C479&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/11\/synodiance-lien-tv-search-smx-paris-09062015-57-638.jpg?fit=638%2C479&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":3582,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/01\/23\/publicite-digitale-en-2020-protection-des-donnees-personnelles-roi-ciblage-contextuel-et-ott\/","url_meta":{"origin":2573,"position":2},"title":"Publicit\u00e9 digitale en 2020: protection des donn\u00e9es personnelles, ROI, ciblage contextuel et OTT","author":"Fred","date":"23 janvier 2020","format":false,"excerpt":"Selon l\u2019\u00e9tude \"Industry Pulse\" d\u2019Integral Ad Science (IAS) men\u00e9e en Allemagne, Asie du Sud-Est, Australie, \u00c9tats-Unis, France, Japon et Royaume-Uni, les principaux d\u00e9fis des acteurs de la publicit\u00e9 digitale en 2020 sont la protection des donn\u00e9es personnelles, le ROI, le ciblage contextuel et la TV connect\u00e9e. 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