{"id":3754,"date":"2021-12-28T09:18:20","date_gmt":"2021-12-28T09:18:20","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=3754"},"modified":"2023-01-03T16:02:56","modified_gmt":"2023-01-03T16:02:56","slug":"en-se-digitalisant-laudio-devient-desormais-parfaitement-mesurable","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/en-se-digitalisant-laudio-devient-desormais-parfaitement-mesurable\/","title":{"rendered":"En se digitalisant, l&rsquo;audio devient d\u00e9sormais parfaitement mesurable"},"content":{"rendered":"<div>Depuis quelques mois, l&rsquo;audio digital est en pleine effervescence et sa croissance peut facilement rappeler celle de la vid\u00e9o en ligne ces derni\u00e8res ann\u00e9es. Largement pl\u00e9biscit\u00e9e pendant les confinements successifs\u00a0<em>(l\u2019\u00e9coute de l\u2019audio digital a augment\u00e9 de 20% pendant les p\u00e9riodes de confinement \u2013 \u00e9tude Audio 2020)<\/em>, l\u2019\u00e9coute digitale tend \u00e0 s\u2019installer durablement dans le temps.<br \/>\nA la maison, au bureau ou en mobilit\u00e9, cette derni\u00e8re prend d\u00e9sormais une place pr\u00e9pond\u00e9rante dans le quotidien des Fran\u00e7ais, ouvrant ainsi de nouvelles opportunit\u00e9s pour la sph\u00e8re publicitaire. A l&rsquo;heure o\u00f9 les annonceurs tendent \u00e0 s&rsquo;approprier cette nouvelle mani\u00e8re de communiquer avec leurs audiences, la question l\u00e9gitime de la mesure d&rsquo;efficacit\u00e9 commence \u00e0 se poser.<\/div>\n<div><\/div>\n<div>Comment \u00e9valuer pr\u00e9cis\u00e9ment l&rsquo;impact de l&rsquo;audio digital dans un plan m\u00e9dia ? Est-il v\u00e9ritablement b\u00e9n\u00e9fique ? Sur quels items agit-il v\u00e9ritablement ?<\/div>\n<div><\/div>\n<div><strong>Un m\u00e9dia de l&rsquo;intime qui s\u00e9duit largement les auditeurs et les annonceurs<\/strong><\/div>\n<div><\/div>\n<div>En 2021, et d\u2019apr\u00e8s la derni\u00e8re \u00e9tude Global Audio de M\u00e9diam\u00e9trie, ce sont 96% des Fran\u00e7ais interrog\u00e9s qui d\u00e9clarent \u00e9couter chaque mois au moins un contenu audio. Streaming musical, radio en ligne ou \u00e0 la demande, podcasts, livres audio\u2026 face \u00e0 l\u2019engouement des usagers, la diversit\u00e9 et la volum\u00e9trie des contenus audio se sont largement d\u00e9velopp\u00e9s ces derniers mois.<\/div>\n<div><\/div>\n<div>Cette r\u00e9volution digitale s\u2019accompagne tout naturellement d\u2019une mutation du profil des auditeurs, d\u00e9sormais ultra-connect\u00e9s, amenant de nouvelles occasions pour les marques d\u2019entrer en contact avec leurs audiences. Pour preuve, et d\u2019apr\u00e8s le dernier barom\u00e8tre de l\u2019audio digital publi\u00e9 par Kantar, ce sont pr\u00e8s de 100 nouveaux annonceurs qui ont test\u00e9 ce format sur le premier semestre de l\u2019ann\u00e9e\u00a0<em>(par rapport \u00e0 2020)<\/em>, soit une augmentation de 17% des volumes de campagnes publicitaires diffus\u00e9es.<\/div>\n<div><\/div>\n<div>Ce formidable essor s\u2019explique en partie par la particularit\u00e9 de ce format. En effet, la voix reste un puissant vecteur d\u2019intimit\u00e9. Elle permet de cr\u00e9er une relation de proximit\u00e9 et de confiance avec l\u2019auditeur, et ainsi, d\u2019instaurer un climat favorable \u00e0 la passation de messages impactants et personnalis\u00e9s.<\/div>\n<div><\/div>\n<div><strong>La digitalisation de l&rsquo;audio a acc\u00e9l\u00e9r\u00e9 sa mesurabilit\u00e9<\/strong><\/div>\n<div><\/div>\n<div>Contrairement au mod\u00e8le lin\u00e9aire historique, l\u2019audio digital apporte davantage de lecture sur ses performances, aussi bien sur la mesure des r\u00e9sultats de diffusion que sur l\u2019impact qu\u2019une campagne peut avoir sur une marque.<\/div>\n<div><\/div>\n<div>En effet, et gr\u00e2ce \u00e0 la connectivit\u00e9 des supports d\u2019\u00e9coute utilis\u00e9s\u00a0<em>(smartphone, ordinateur, tablette, poste de radio num\u00e9rique, enceinte connect\u00e9e\u2026)<\/em>, l\u2019audio digital permet de suivre ais\u00e9ment les performances d\u2019une campagne, du nombre de r\u00e9p\u00e9tition d\u2019un spot audio \u00e0 son taux d\u2019\u00e9coute\u00a0<em>(listen-through-rate)<\/em>\u00a0jusqu\u2019\u00e0 la mesure de la couverture sur cible.<\/div>\n<div><\/div>\n<div>Par ailleurs, et pour aller encore plus loin, il est \u00e9galement possible de mettre en place des protocoles de post-test afin de v\u00e9rifier et quantifier l\u2019impact direct d\u2019une campagne audio sur la perception de marque. Il s\u2019agit ici d\u2019\u00e9valuer l\u2019efficacit\u00e9 publicitaire sur de nombreux aspects comme l\u2019augmentation de la notori\u00e9t\u00e9 de marque, la m\u00e9morisation, la consid\u00e9ration, la compr\u00e9hension du message, et jusqu\u2019\u00e0 l\u2019intention d\u2019achat des auditeurs.<\/div>\n<div><\/div>\n<div>Pour ce faire, il convient de mettre en place des protocoles\u00a0<em>\u00ab nouvelle g\u00e9n\u00e9ration \u00bb<\/em>, bas\u00e9s sur la conception et l\u2019administration de questionnaires digitaux aupr\u00e8s des auditeurs expos\u00e9s \u00e0 une campagne audio. Les r\u00e9sultats sont ensuite compar\u00e9s \u00e0 un groupe de contr\u00f4le, aux caract\u00e9ristiques sociod\u00e9mographiques similaires, mais avec la particularit\u00e9 de ne pas avoir \u00e9t\u00e9 soumis \u00e0 la publicit\u00e9 audio en question. Post-traitement, cette m\u00e9canique permet de confronter les r\u00e9sultats et d\u2019en d\u00e9duire l\u2019impact pr\u00e9cis de la campagne sur les items pr\u00e9c\u00e9demment list\u00e9s.<\/div>\n<div><\/div>\n<div><strong>Associ\u00e9 \u00e0 d\u2019autres m\u00e9dia, l\u2019audio digital d\u00e9cuple son impact<\/strong><\/div>\n<div><\/div>\n<div>En 2021, Hawk, plateforme marketing omnicanale associant activations m\u00e9dia et insights consommateurs, a eu l\u2019opportunit\u00e9 de collaborer avec Dentsu Public, cellule conseil du groupe Dentsu accompagnant le Gouvernement sur leurs strat\u00e9gies de communications publicitaires, dont l\u2019audio digital en compl\u00e9ment d\u2019autres activations \u00ab online \u00bb.<\/div>\n<div><\/div>\n<div>Les r\u00e9sultats sont sans appel. Au total, la mesure de ces campagnes omnicanales pr\u00e9sente un taux de m\u00e9morisation moyen de 61%, soit 4 points d\u2019incr\u00e9ment par rapport \u00e0 des campagnes publicitaires activant uniquement un levier audio.<\/div>\n<div><\/div>\n<div>En compl\u00e9ment, une strat\u00e9gie publicitaire omnicanale permet \u00e9galement d\u2019am\u00e9liorer la perception de l\u2019annonceur. En effet, sur ces m\u00eames campagnes, les performances sur cet item sont meilleures, et atteignent 6 points d\u2019incr\u00e9ment par rapport \u00e0 la moyenne des campagnes audio diffus\u00e9es par Hawk.<\/div>\n<div><\/div>\n<div>C\u2019est un fait, l\u2019audio digital bouleverse les codes en vigueur et r\u00e9volutionne les pratiques, tant pour les auditeurs que pour les agences m\u00e9dia et leurs annonceurs. Intime, chaleureux et multi-supports, son efficacit\u00e9 s\u2019aiguise lorsque ce dernier est activ\u00e9 en compl\u00e9ment d\u2019autres m\u00e9dia \u00ab on \u00bb comme le display, la vid\u00e9o en ligne ou encore le Digital Out-Of-Home, comme le montrent les r\u00e9sultats probants de la campagne cit\u00e9e ci-dessus.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Depuis quelques mois, l&rsquo;audio digital est en pleine effervescence et sa croissance peut facilement rappeler celle de la vid\u00e9o en ligne ces derni\u00e8res ann\u00e9es. Largement pl\u00e9biscit\u00e9e pendant les confinements successifs\u00a0(l\u2019\u00e9coute de l\u2019audio digital a augment\u00e9 de 20% pendant les p\u00e9riodes de confinement \u2013 \u00e9tude Audio 2020), l\u2019\u00e9coute digitale tend \u00e0 s\u2019installer durablement dans le temps. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3755,"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":[55],"tags":[],"class_list":["post-3754","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tribune"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>En se digitalisant, l&#039;audio devient d\u00e9sormais parfaitement mesurable - 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\/en-se-digitalisant-laudio-devient-desormais-parfaitement-mesurable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"En se digitalisant, l&#039;audio devient d\u00e9sormais parfaitement mesurable - Hawk\" \/>\n<meta property=\"og:description\" content=\"Depuis quelques mois, l&rsquo;audio digital est en pleine effervescence et sa croissance peut facilement rappeler celle de la vid\u00e9o en ligne ces derni\u00e8res ann\u00e9es. Largement pl\u00e9biscit\u00e9e pendant les confinements successifs\u00a0(l\u2019\u00e9coute de l\u2019audio digital a augment\u00e9 de 20% pendant les p\u00e9riodes de confinement \u2013 \u00e9tude Audio 2020), l\u2019\u00e9coute digitale tend \u00e0 s\u2019installer durablement dans le temps. 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Largement pl\u00e9biscit\u00e9e pendant les confinements successifs\u00a0(l\u2019\u00e9coute de l\u2019audio digital a augment\u00e9 de 20% pendant les p\u00e9riodes de confinement \u2013 \u00e9tude Audio 2020), l\u2019\u00e9coute digitale tend \u00e0 s\u2019installer durablement dans le temps. 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