{"id":1133,"date":"2013-01-04T10:56:39","date_gmt":"2013-01-04T09:56:39","guid":{"rendered":"http:\/\/testing.iligo.fr\/?p=1133"},"modified":"2013-01-04T10:56:39","modified_gmt":"2013-01-04T09:56:39","slug":"les-nouveaux-ecrans-digitaux-et-le-replay-quelle-efficacite-publicitaire","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/les-nouveaux-ecrans-digitaux-et-le-replay-quelle-efficacite-publicitaire\/","title":{"rendered":"Les nouveaux \u00e9crans digitaux et le replay : quelle efficacit\u00e9 publicitaire ?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>iligo et TF1 Publicit\u00e9 ont pr\u00e9sent\u00e9 aujourd\u2019hui, jeudi 29 novembre, les r\u00e9sultats d\u2019une \u00e9tude exclusive sur l\u2019efficacit\u00e9 de la publicit\u00e9 vid\u00e9o en amont du replay sur l\u2019ensemble des devices digitaux (ordinateur, TV connect\u00e9e via Box, smartphone et tablette), en compl\u00e9ment d\u2019une communication \u00e0 la t\u00e9l\u00e9vision.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Cette \u00e9tude a \u00e9t\u00e9 r\u00e9alis\u00e9e gr\u00e2ce \u00e0 un protocole original : \u00ab\u00a0les conditions r\u00e9elles simul\u00e9es\u00a0\u00bb. Son principe\u00a0: se situer au plus pr\u00e8s du r\u00e9el en reproduisant les conditions sp\u00e9cifiques de fr\u00e9quentation des nouveaux \u00e9crans. Ainsi, sur les quatre devices digitaux, 1817 individus ont \u00e9t\u00e9 expos\u00e9s \u00e0 un contenu en replay avec publicit\u00e9 sur un environnement MyTF1 reconstitu\u00e9. Ces individus \u00e9taient ensuite r\u00e9interrog\u00e9s en \u00ab\u00a0day after recall\u00a0\u00bb afin de mesurer la trace m\u00e9morielle et l\u2019impact publicitaire de ce contact digital, en compl\u00e9ment du contact TV.<\/p>\n<p>&nbsp;<\/p>\n<p>L\u2019\u00e9tude sera \u00e9galement pr\u00e9sent\u00e9e lors du s\u00e9minaire M\u00e9dia de l\u2019IREP, le 5 d\u00e9cembre prochain.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>iligo et TF1 Publicit\u00e9 ont pr\u00e9sent\u00e9 aujourd\u2019hui, jeudi 29 novembre, les r\u00e9sultats d\u2019une \u00e9tude exclusive sur l\u2019efficacit\u00e9 de la publicit\u00e9 vid\u00e9o en amont du replay sur l\u2019ensemble des devices digitaux (ordinateur, TV connect\u00e9e via Box, smartphone et tablette), en compl\u00e9ment d\u2019une communication \u00e0 la t\u00e9l\u00e9vision.<\/p>","protected":false},"author":2,"featured_media":45428,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[206,207,208,209,210,211,205,212],"class_list":["post-1133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-consommation","tag-device","tag-efficacite-publicitaire","tag-etude","tag-marketing","tag-media","tag-publicite","tag-tf1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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