{"id":3741,"date":"2021-12-28T09:11:32","date_gmt":"2021-12-28T09:11:32","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=3741"},"modified":"2023-01-03T16:03:46","modified_gmt":"2023-01-03T16:03:46","slug":"quelles-perspectives-pour-lachat-programmatique-digital-out-of-home","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\/","title":{"rendered":"Quelles perspectives pour l’achat programmatique Digital Out-Of-Home ?"},"content":{"rendered":"

VIOOH, plateforme programmatique d\u00e9di\u00e9e \u00e0 l\u2019affichage digital\u00a0(lanc\u00e9e en 2018 par JCDecaux)<\/em>, a r\u00e9cemment publi\u00e9 les r\u00e9sultats de l’\u00e9dition 2021 de son \u00e9tude\u00a0State of the Nation<\/em>. Pour vous, Hawk d\u00e9crypte les principaux enseignements de ce rapport et met en lumi\u00e8re les grandes tendances de demain en mati\u00e8re d’achat programmatique DOOH.<\/p>\n

Triggering, mesure d’impact et ROI comme facteurs du d\u00e9veloppement des investissements programmatiques en DOOH<\/strong><\/p>\n

Pr\u00e9c\u00e9demment cit\u00e9s dans l’\u00e9dition 2020 du rapport\u00a0State of the Nation<\/em>, ces trois moteurs du d\u00e9veloppement programmatique DOOH consolident leur position cette ann\u00e9e encore.<\/p>\n

En effet,\u00a090%<\/strong>\u00a0des agences m\u00e9dia et des annonceurs consid\u00e8rent que le triggering\u00a0(achat d’espaces li\u00e9 \u00e0 un d\u00e9clencheur comme des \u00e9v\u00e9nements, des actualit\u00e9s ou des moments particuliers)\u00a0<\/em>constitue un v\u00e9ritable avantage au DOOH programmatique. Cette fonction permet de varier ses messages cr\u00e9atifs et d’imaginer de v\u00e9ritables sc\u00e9narisations publicitaires pour adresser au mieux ses audiences.<\/p>\n

De plus,\u00a083%<\/strong>\u00a0des agences m\u00e9dia et\u00a077%<\/strong>\u00a0des annonceurs estiment que l’achat programmatique Digital-Out-Of-Home offre un excellent rapport qualit\u00e9-prix et de bons retours sur investissement.<\/p>\n

Enfin, ils sont tout autant \u00e0 consid\u00e9rer que le fait de pouvoir mesurer pr\u00e9cis\u00e9ment les performances de la campagne constitue un v\u00e9ritable avantage \u00e0 l’activation du programmatique de ce canal.<\/p>\n

Le programmatique Digital-Out-Of-Home int\u00e8gre le Top 3 des m\u00e9dias les plus pl\u00e9biscit\u00e9s<\/strong><\/p>\n

D’apr\u00e8s l’\u00e9tude, l’achat programmatique DOOH se positionne avantageusement par rapport aux autres segments digitaux, sur de nombreux crit\u00e8res de comparaison. Les personnes interrog\u00e9es le positionnent\u00a0toujours devant le Search Marketing<\/strong>\u00a0(SEO et SEA)<\/em>\u00a0et l’affichage classique<\/strong>\u00a0en ce qui concerne ses capacit\u00e9s de ciblage g\u00e9ographique, sa rentabilit\u00e9, son impact sur la notori\u00e9t\u00e9 de marque ou encore sa capacit\u00e9 \u00e0 g\u00e9n\u00e9rer des ventes.<\/p>\n

Polyvalent et largement consid\u00e9r\u00e9 par les acheteurs<\/strong><\/p>\n

Consid\u00e9r\u00e9 par\u00a092%<\/strong>\u00a0des agences\u00a0(84% des annonceurs)<\/em>\u00a0comme essentiel afin de maximiser sa couverture sur cible, et par\u00a089%<\/strong>\u00a0d’entre elles\u00a0(79% des annonceurs)<\/em>\u00a0comme un levier moteur au d\u00e9veloppement de l’intention d’achat, le programmatique Digital-Out-Of-Home s’av\u00e8re \u00eatre un canal extr\u00eamement polyvalent aux yeux des acheteurs.<\/p>\n

En compl\u00e9ment, et preuve de cette consid\u00e9ration montante aux yeux des acheteurs,\u00a087%<\/strong>\u00a0des personnes interrog\u00e9es pr\u00e9voient de l’int\u00e9grer dans leurs prochaines campagnes multicanales.<\/p>\n

Impactant, rentable, personnalisable et mesurable, les avantages du programmatique DOOH sont nombreux. Fort de ces atouts, 2022 s’annonce comme une ann\u00e9e prometteuse pour le d\u00e9veloppement de ce segment de march\u00e9, en France et \u00e0 l’international.<\/p>\n

Retrouvez l’int\u00e9gralit\u00e9 des r\u00e9sultats de l’\u00e9tude\u00a0State of the Nation<\/em>\u00a0r\u00e9alis\u00e9e par VIOOH\u00a0\u00e0 cette adresse<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

VIOOH, plateforme programmatique d\u00e9di\u00e9e \u00e0 l\u2019affichage digital\u00a0(lanc\u00e9e en 2018 par JCDecaux), a r\u00e9cemment publi\u00e9 les r\u00e9sultats de l’\u00e9dition 2021 de son \u00e9tude\u00a0State of the Nation. Pour vous, Hawk d\u00e9crypte les principaux enseignements de ce rapport et met en lumi\u00e8re les grandes tendances de demain en mati\u00e8re d’achat programmatique DOOH. Triggering, mesure d’impact et ROI comme […]<\/p>\n","protected":false},"author":4,"featured_media":3742,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[54],"tags":[],"class_list":["post-3741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-shortcuts"],"yoast_head":"\nQuelles perspectives pour l'achat programmatique Digital Out-Of-Home ? - Hawk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hawk-tech.io\/fr\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quelles perspectives pour l'achat programmatique Digital Out-Of-Home ? - Hawk\" \/>\n<meta property=\"og:description\" content=\"VIOOH, plateforme programmatique d\u00e9di\u00e9e \u00e0 l\u2019affichage digital\u00a0(lanc\u00e9e en 2018 par JCDecaux), a r\u00e9cemment publi\u00e9 les r\u00e9sultats de l’\u00e9dition 2021 de son \u00e9tude\u00a0State of the Nation. Pour vous, Hawk d\u00e9crypte les principaux enseignements de ce rapport et met en lumi\u00e8re les grandes tendances de demain en mati\u00e8re d’achat programmatique DOOH. Triggering, mesure d’impact et ROI comme […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hawk-tech.io\/fr\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\/\" \/>\n<meta property=\"og:site_name\" content=\"Hawk\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-28T09:11:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-03T16:03:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2021\/12\/Logo-Hawk-Shortcuts.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1011\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Geoffrey Fossier\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Geoffrey Fossier\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/\"},\"author\":{\"name\":\"Geoffrey Fossier\",\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/#\\\/schema\\\/person\\\/47feaea672e56b440b4c54a80b51af32\"},\"headline\":\"Quelles perspectives pour l’achat programmatique Digital Out-Of-Home ?\",\"datePublished\":\"2021-12-28T09:11:32+00:00\",\"dateModified\":\"2023-01-03T16:03:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/\"},\"wordCount\":470,\"publisher\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hawk-tech.io\\\/wp-content\\\/uploads\\\/2021\\\/12\\\/Logo-Hawk-Shortcuts.jpg\",\"articleSection\":[\"Shortcuts\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/\",\"url\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/quelles-perspectives-pour-lachat-programmatique-digital-out-of-home\\\/\",\"name\":\"Quelles perspectives pour l'achat programmatique Digital Out-Of-Home ? 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