{"id":8692,"date":"2023-03-31T12:49:21","date_gmt":"2023-03-31T12:49:21","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=8692"},"modified":"2023-04-26T10:01:43","modified_gmt":"2023-04-26T10:01:43","slug":"hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\/","title":{"rendered":"Hawk et Publicis Media France d\u00e9voilent les r\u00e9sultats d&rsquo;une \u00e9tude sur l&rsquo;efficacit\u00e9 de l&rsquo;Audio Digital"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbsection\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row admin_label=\u00a0\u00bbrow\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text admin_label=\u00a0\u00bbText\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.4&Prime; background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p><span style=\"font-weight: 400;\">Paris, le 30 mars 2023,<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alors que <strong>48%<\/strong> de la consommation Audio est d\u00e9sormais digitale*, <a href=\"https:\/\/hawk-tech.io\/fr\/\">Hawk<\/a> et <a href=\"https:\/\/www.publicismediafrance.com\/\">Publicis Media France<\/a> se sont associ\u00e9s pour analyser l&rsquo;efficacit\u00e9 m\u00e9dia de ce levier en forte croissance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Au global, l&rsquo;\u00e9tude d\u00e9montre le <strong>fort impact positif<\/strong> de l&rsquo;Audio Digital sur de <strong>nombreux indicateurs de marque<\/strong>, de la m\u00e9morisation jusqu&rsquo;\u00e0 l&rsquo;intention d&rsquo;achat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toutefois, si l&rsquo;impact de ce levier est globalement tr\u00e8s important, l&rsquo;\u00e9tude r\u00e9v\u00e8le d&rsquo;autre part que ces indicateurs \u00e9voluent diff\u00e9remment en fonction de la pression publicitaire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A ce titre, <strong>la m\u00e9morisation se caract\u00e9rise par une \u00e9lasticit\u00e9 forte<\/strong>, amenant des performances croissantes en fonction des volumes investis, alors que les scores de perception et d&rsquo;intention saturent plus rapidement, tout en restant \u00e0 un niveau tr\u00e8s \u00e9lev\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus, l&rsquo;\u00e9tude apporte un compl\u00e9ment d&rsquo;informations autour du <strong>format podcast<\/strong>, mettant en avant un taux de <strong>m\u00e9morisation moyen largement sup\u00e9rieur<\/strong> sur les cadres, les CSP+ et les profils 35-44 ans. Sur les indicateurs de perception et d&rsquo;intention, la tendance est similaire avec des r\u00e9sultats respectivement de +21 points et + 22 points par rapport aux scores moyens de tous les formats Audio Digital confondus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enfin, l&rsquo;\u00e9tude r\u00e9v\u00e8le les <strong>\u00ab\u00a0Top Profils\u00a0\u00bb des auditeurs<\/strong> selon la nature des flux Audio Digital, selon des crit\u00e8res d&rsquo;\u00e2ge et de CSP, ainsi que leurs performances selon les indicateurs de marque \u00e9tudi\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retrouvez les principaux r\u00e9sultats de cette \u00e9tude \u00e0 travers le<strong>\u00a0barom\u00e8tre exclusif<\/strong> propos\u00e9 par Hawk et Publicis Media France :<\/span><\/p>\n<p>[\/et_pb_text][et_pb_button button_url=\u00a0\u00bbhttps:\/\/bit.ly\/40Hatmq\u00a0\u00bb button_text=\u00a0\u00bbD\u00e9couvrir le barom\u00e8tre\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_button=\u00a0\u00bbon\u00a0\u00bb button_text_size=\u00a0\u00bb18px\u00a0\u00bb button_text_color=\u00a0\u00bb#ffffff\u00a0\u00bb button_bg_color=\u00a0\u00bb#0f7ca3&Prime; button_border_width=\u00a0\u00bb0px\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paris, le 30 mars 2023, Alors que 48% de la consommation Audio est d\u00e9sormais digitale*, Hawk et Publicis Media France se sont associ\u00e9s pour analyser l&rsquo;efficacit\u00e9 m\u00e9dia de ce levier en forte croissance. Au global, l&rsquo;\u00e9tude d\u00e9montre le fort impact positif de l&rsquo;Audio Digital sur de nombreux indicateurs de marque, de la m\u00e9morisation jusqu&rsquo;\u00e0 l&rsquo;intention [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":8698,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<span style=\"font-weight: 400;\">Paris, le 30 mars 2023,<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Alors que <strong>48%<\/strong> de la consommation Audio est d\u00e9sormais digitale*, <a href=\"https:\/\/hawk-tech.io\/fr\/\">Hawk<\/a> et <a href=\"https:\/\/www.publicismediafrance.com\/\">Publicis Media France<\/a> se sont associ\u00e9s pour analyser l'efficacit\u00e9 m\u00e9dia de ce levier en forte croissance.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Au global, l'\u00e9tude d\u00e9montre le <strong>fort impact positif<\/strong> de l'Audio Digital sur de <strong>nombreux indicateurs de marque<\/strong>, de la m\u00e9morisation jusqu'\u00e0 l'intention d'achat.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Toutefois, si l'impact de ce levier est globalement tr\u00e8s important, l'\u00e9tude r\u00e9v\u00e8le d'autre part que ces indicateurs \u00e9voluent diff\u00e9remment en fonction de la pression publicitaire.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">A ce titre, <strong>la m\u00e9morisation se caract\u00e9rise par une \u00e9lasticit\u00e9 forte<\/strong>, amenant des performances croissantes en fonction des volumes investis, alors que les scores de perception et d'intention saturent plus rapidement, tout en restant \u00e0 un niveau tr\u00e8s \u00e9lev\u00e9.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">De plus, l'\u00e9tude apporte un compl\u00e9ment d'informations autour du <strong>format podcast<\/strong>, mettant en avant un taux de <strong>m\u00e9morisation moyen largement sup\u00e9rieur<\/strong> sur les cadres, les CSP+ et les profils 35-44 ans. Sur les indicateurs de perception et d'intention, la tendance est similaire avec des r\u00e9sultats respectivement de +21 points et + 22 points par rapport aux scores moyens de tous les formats Audio Digital confondus.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Enfin, l'\u00e9tude r\u00e9v\u00e8le les <strong>\"Top Profils\" des auditeurs<\/strong> selon la nature des flux Audio Digital, selon des crit\u00e8res d'\u00e2ge et de CSP, ainsi que leurs performances selon les indicateurs de marque \u00e9tudi\u00e9s.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Retrouvez les principaux r\u00e9sultats de cette \u00e9tude \u00e0 travers le<strong>\u00a0barom\u00e8tre exclusif<\/strong> propos\u00e9 par Hawk et Publicis Media France :<\/span>\r\n<p style=\"text-align: center;\">[button link=\"https:\/\/drive.google.com\/file\/d\/11QfAAPduwT4nd2t_V2apK6EepHuyMGWd\/view?usp=sharing\" type=\"big\" color=\"black\" newwindow=\"yes\"] D\u00e9couvrir le barom\u00e8tre[\/button]<\/p>","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[56],"tags":[],"class_list":["post-8692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communiques-de-presse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hawk et Publicis Media France d\u00e9voilent les r\u00e9sultats d&#039;une \u00e9tude sur l&#039;efficacit\u00e9 de l&#039;Audio Digital - Hawk<\/title>\n<meta name=\"description\" content=\"Alors que 48% de la consommation Audio est d\u00e9sormais digitale, Hawk et Publicis Media France se sont associ\u00e9s pour analyser l&#039;efficacit\u00e9 m\u00e9dia de ce levier en forte croissance.\" \/>\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\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hawk et Publicis Media France d\u00e9voilent les r\u00e9sultats d&#039;une \u00e9tude sur l&#039;efficacit\u00e9 de l&#039;Audio Digital - Hawk\" \/>\n<meta property=\"og:description\" content=\"Alors que 48% de la consommation Audio est d\u00e9sormais digitale, Hawk et Publicis Media France se sont associ\u00e9s pour analyser l&#039;efficacit\u00e9 m\u00e9dia de ce levier en forte croissance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hawk-tech.io\/fr\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\/\" \/>\n<meta property=\"og:site_name\" content=\"Hawk\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-31T12:49:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-26T10:01:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/03\/Visuel-etude-Facts-stats.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1173\" \/>\n\t<meta property=\"og:image:height\" content=\"782\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lucie Marand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucie Marand\" \/>\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\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/\"},\"author\":{\"name\":\"Lucie Marand\",\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/#\\\/schema\\\/person\\\/c24ef62ab2108c472e8c45296446ae16\"},\"headline\":\"Hawk et Publicis Media France d\u00e9voilent les r\u00e9sultats d&rsquo;une \u00e9tude sur l&rsquo;efficacit\u00e9 de l&rsquo;Audio Digital\",\"datePublished\":\"2023-03-31T12:49:21+00:00\",\"dateModified\":\"2023-04-26T10:01:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/\"},\"wordCount\":423,\"publisher\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hawk-tech.io\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/Visuel-etude-Facts-stats.png\",\"articleSection\":[\"Communiqu\u00e9s de presse\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/\",\"url\":\"https:\\\/\\\/hawk-tech.io\\\/fr\\\/hawk-et-publicis-media-france-devoilent-les-resultats-dune-etude-sur-lefficacite-de-laudio-digital\\\/\",\"name\":\"Hawk et Publicis Media France d\u00e9voilent les r\u00e9sultats d'une \u00e9tude sur l'efficacit\u00e9 de l'Audio Digital - 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