{"id":44522,"date":"2017-11-10T12:21:34","date_gmt":"2017-11-10T11:21:34","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=3826"},"modified":"2025-01-16T16:29:05","modified_gmt":"2025-01-16T15:29:05","slug":"engagement-tv-francetv-publicite","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/engagement-tv-francetv-publicite\/","title":{"rendered":"L&rsquo;engagement sur 4 \u00e9crans en replay, une \u00e9tude multi-screens iligo pour FranceTV Publicit\u00e9"},"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>Apr\u00e8s 2013 et 2015, iligo investigue une nouvelle fois le terrain de\u00a0l&rsquo;engagement TV pour FranceTV Publicit\u00e9 avec une \u00e9tude multi-screens. Sur chacun des 4 \u00e9crans en replay, est mesur\u00e9 le niveau d\u2019engagement des t\u00e9l\u00e9spectateurs \u00e0 travers 5 crit\u00e8res.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Les usages des devices \u00e9voluent, \u00e0 la fois au fur et \u00e0 mesure de leur adoption dans le quotidien des foyers, mais aussi au fil des d\u00e9veloppements technologiques (4G, d\u00e9veloppement des offres de contenus VOL, puissance de calcul des devices).<\/p>\n<p>&nbsp;<\/p>\n<p>Le but de cette nouvelle \u00e9tude sur l&rsquo;engagement TV est donc de faire un \u00e9tat des lieux du choix des devices pour consulter de la VOL, notamment en s\u2019appuyant sur les deux \u00e9tudes pr\u00e9c\u00e9dentes r\u00e9alis\u00e9es en 2013 et 2015 par iligo pour FranceTV Publicit\u00e9. Quel est aujourd\u2019hui l\u2019\u00e9tat des lieux de ces pratiques\u00a0? Quelle en est l\u2019intensification\u00a0? O\u00f9 en est le d\u00e9veloppement du multimodal\u00a0? Les forces et faiblesses d\u2019un device sont elles toujours les m\u00eames 4 ou 2 ans apr\u00e8s\u00a0?<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><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\"><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Des r\u00e9ponses auxquelles cette \u00e9tude sur l&rsquo;engagement TV dans la VOL et le replay r\u00e9pond par un m\u00eame socle m\u00e9thodologie utilis\u00e9 en 2013 et 2015, permettant ainsi de faire des comparaisons, avec un \u00e9chantillon renforc\u00e9.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><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-6\"><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<ul>\n<li style=\"text-align: left;\">Une <strong>\u00e9tude quantitative<\/strong> men\u00e9e aupr\u00e8s d\u2019un \u00e9chantillon de 1000 personnes \u00e2g\u00e9es de 18 \u00e0 64 ans et fr\u00e9quentant r\u00e9guliers de catch-up. L\u2019objectif \u00e9tant de comprendre et identifier quels crit\u00e8res impactent le plus fortement le choix du device dans la consultation de VOL, \u00e0 travers une mod\u00e9lisation de l\u2019engagement<\/li>\n<\/ul>\n<p><!--:en--><!--:--><!--:fr--><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-6\"><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<ul>\n<li style=\"text-align: left;\">Une <strong>\u00e9tude qualitative<\/strong> men\u00e9e aupr\u00e8s de 20 individus et fr\u00e9quentants r\u00e9guliers de catch-up TV via diff\u00e9rents devices, participants et non-participants aux pr\u00e9c\u00e9dentes \u00e9tudes en 2013 et 2015 pour identifier les forces et faiblesses de chacun des \u00e9crans en fonction des pratiques,<\/li>\n<\/ul>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><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<blockquote><p>\nEn 2018, nous souhaitons proposer aux annonceurs des garanties d\u2019efficacit\u00e9 suppl\u00e9mentaires. Les travaux men\u00e9s avec <strong>Vuble<\/strong> et <strong>iligo<\/strong> pour diffuser la bonne publicit\u00e9 dans le bon contexte avec un ciblage performant, vont \u00a0garantir des publicit\u00e9s 100% vues avec 100% d\u2019attention.\u00a0<strong>Marianne Siproudhis, Directrice G\u00e9n\u00e9rale de FranceTV Publicit\u00e9<\/strong>\n<\/p><\/blockquote>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><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\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s 2013 et 2015, iligo investigue une nouvelle fois le terrain de l\u2019engagement TV pour FranceTV Publicit\u00e9 avec une \u00e9tude multi-screens. <\/p>","protected":false},"author":2,"featured_media":44649,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[1185,1187,465,1189,1191,1193,1195,1197,429],"class_list":["post-44522","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-1185","tag-1187","tag-465","tag-engagement","tag-engagement-tv","tag-francetv-publicite","tag-multi-screens","tag-replay","tag-vol"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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