{"id":9420,"date":"2023-12-13T14:22:25","date_gmt":"2023-12-13T14:22:25","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=9420"},"modified":"2023-12-15T15:42:53","modified_gmt":"2023-12-15T15:42:53","slug":"comment-identifiant-mobile-reconnecte-vos-audiences-sur-tous-les-ecrans","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/comment-identifiant-mobile-reconnecte-vos-audiences-sur-tous-les-ecrans\/","title":{"rendered":"Comment l\u2019identifiant mobile reconnecte vos audiences sur tous les \u00e9crans"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Cet identifiant unique, particuli\u00e8rement int\u00e9ressant \u00e0 l\u2019aube d\u2019une \u00e8re Cookieless, est devenu le socle de <strong>la r\u00e9conciliation des audiences sur les nouveaux m\u00e9dias.\u00a0<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">L\u2019identifiant mobile : origine et fonctionnement<\/span><\/h5>\n<p><span style=\"font-weight: 400;\"><strong>L\u2019identifiant mobile, aussi commun\u00e9ment appel\u00e9 Device ID, IDFA ou encore IFA<\/strong>, est un identifiant unique attribu\u00e9 \u00e0 chaque smartphone, permettant ainsi d\u2019identifier chaque appareil.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initialement destin\u00e9 aux d\u00e9veloppeurs afin de les aider \u00e0 tester et fournir des mises \u00e0 jour, le Device ID n\u2019avait pas vocation \u00e0 servir aux sp\u00e9cialistes de la communication.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais ses diff\u00e9rentes caract\u00e9ristiques en ont fait un <strong>\u00e9l\u00e9ment de tracking de choix pour les annonceurs<\/strong> afin de cibler leurs audiences :\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019identifiant mobile permet de suivre et reconna\u00eetre un appareil mobile sp\u00e9cifique \u00e0 travers divers environnements en ligne<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Il pr\u00e9serve l\u2019anonymat des utilisateurs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Il a l\u2019avantage d\u2019\u00eatre un identifiant permanent (sauf si l&rsquo;utilisateur fait le choix de le r\u00e9initialiser, sa dur\u00e9e de vie est illimit\u00e9e)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Il n\u2019implique aucun cookie<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">L\u2019identifiant mobile se distingue en effet de la m\u00e9thode de tracking via les cookies, et c\u2019est une r\u00e9elle force dans le contexte actuel.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">Une alternative int\u00e9ressante aux cookies\u00a0<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Alors que Google annon\u00e7ait en 2020 sa volont\u00e9 de supprimer les cookies tiers \u201cafin de rendre le web plus priv\u00e9 et s\u00e9curis\u00e9 pour les utilisateurs\u201d, cette initiative devrait officiellement voir le jour \u00e0 partir de 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus en plus contest\u00e9s pour des questions de confidentialit\u00e9 et de protection des donn\u00e9es personnelles, <strong>les cookies pr\u00e9sentent par ailleurs d\u2019autres faiblesses : \u00e9tant centr\u00e9s sur le navigateur des internautes, ils ne permettent pas de les suivre sur leurs diff\u00e9rents navigateurs, ni de suivre leur comportement au sein des environnements in-app, et encore moins de les cibler en cross-device.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">De r\u00e9elles limites \u00e0 l\u2019heure o\u00f9 les consommateurs ont des comportements de consommation et de navigation omnicanaux, demandant aux annonceurs d\u2019adapter leurs strat\u00e9gies de communication et de ciblages pour des campagnes coh\u00e9rentes et pertinentes \u00e0 travers les diff\u00e9rents m\u00e9dias et devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019identifiant mobile repr\u00e9sente donc une alternative aux cookies particuli\u00e8rement int\u00e9ressante.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><span style=\"font-weight: 400;\">Reconnecter les audiences sur tous les \u00e9crans : l\u2019identifiant mobile comme socle de l\u2019omnicanalit\u00e9\u00a0<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Vous l\u2019aurez compris : le Device ID est un \u00e9l\u00e9ment cl\u00e9 pour les annonceurs pour cibler leurs audiences et ma\u00eetriser la fr\u00e9quence d\u2019exposition de leur message publicitaire, notamment au sein de l\u2019\u00e9cosyst\u00e8me applicatif.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mais sa force principale \u00e0 ce jour est de pouvoir \u00eatre <strong>le socle de la r\u00e9conciliation des audiences sur les nouveaux m\u00e9dias.<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<div id=\"attachment_9482\" style=\"width: 5496px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9482\" class=\"wp-image-9482 size-full\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre.png\" alt=\"\" width=\"5486\" height=\"2369\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre.png 5486w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-1280x553.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-980x423.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/12\/Sans-titre-480x207.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 5486px, 100vw\" \/><p id=\"caption-attachment-9482\" class=\"wp-caption-text\">Exemple g\u00e9n\u00e9rique de campagne omnicanale incluant, de gauche \u00e0 droite : Audio digital, Display mobile, Vid\u00e9o mobile, In-Gaming mobile et DOOH.<\/p><\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">L\u2019identifiant mobile peut en effet \u00eatre utilis\u00e9 pour vos <strong>campagnes sur mobile et en DOOH, en activant une multitude de formats : Display, Vid\u00e9o, Audio digital et In-Gaming, et en mettant en place un ciblage et un retargeting cross-device.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un r\u00e9el atout lorsque l\u2019on sait qu\u2019une campagne op\u00e9r\u00e9e de mani\u00e8re omnicanale peut engendrer jusqu\u2019\u00e0 <\/span><a href=\"https:\/\/hawk-tech.io\/fr\/les-nouveaux-ecrans-sont-autant-dopportunites-pour-les-marques-que-lopen-web\/\"><span style=\"font-weight: 400;\">six fois plus de ROI<\/span><\/a><span style=\"font-weight: 400;\"> qu\u2019une campagne n\u2019incluant qu\u2019un seul \u00e9cran !<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Concr\u00e8tement, en DOOH, il est possible de <strong>s\u2019appuyer sur les donn\u00e9es de g\u00e9olocalisation des smartphones, et de savoir, de ce fait, si le Device ID a \u00e9t\u00e9 expos\u00e9 aux panneaux.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Quant \u00e0 l\u2019audio digital, la plupart des \u00e9coutes se font \u00e0 ce jour au sein des applications<\/strong>, permettant ainsi de cibler ais\u00e9ment les audiences et de ma\u00eetriser la fr\u00e9quence d\u2019exposition du message publicitaire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enfin, le Device ID est un pr\u00e9cieux atout pour la mesure de l\u2019efficacit\u00e9 des campagnes : les <strong>\u00e9tudes Brand Lift<\/strong> de Hawk sont en effet bas\u00e9es sur le Device ID, qui permet notamment de <strong>mesurer la contribution \/ l\u2019attribution de chaque \u00e9cran dans l\u2019impact publicitaire.\u00a0<\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Vous souhaitez en savoir plus sur l\u2019utilisation du Device ID pour vos campagnes publicitaires digitales ? Recevoir des exemples de cas clients concrets ?\u00a0<a href=\"https:\/\/hawk-tech.io\/fr\/hawk-contact\/\">\u00c9crivez-nous !<\/a><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cet identifiant unique, particuli\u00e8rement int\u00e9ressant \u00e0 l\u2019aube d\u2019une \u00e8re Cookieless, est devenu le socle de la r\u00e9conciliation des audiences sur les nouveaux m\u00e9dias.\u00a0 &nbsp; L\u2019identifiant mobile : origine et fonctionnement L\u2019identifiant mobile, aussi commun\u00e9ment appel\u00e9 Device ID, IDFA ou encore IFA, est un identifiant unique attribu\u00e9 \u00e0 chaque smartphone, permettant ainsi d\u2019identifier chaque appareil.\u00a0\u00a0 Initialement [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9425,"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":[112],"tags":[],"class_list":["post-9420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hawk-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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