{"id":46238,"date":"2018-10-12T09:48:37","date_gmt":"2018-10-12T07:48:37","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=46238"},"modified":"2025-01-16T16:40:17","modified_gmt":"2025-01-16T15:40:17","slug":"faisons-attention-a-lattention","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/faisons-attention-a-lattention\/","title":{"rendered":"Faisons attention \u00e0 l&rsquo;attention !"},"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>L\u2019attention au centre de toutes les attentions\u2026 Mais connaitra-t-elle le m\u00eame sort que l\u2019engagement ? Par Isabelle Le Roy, fondatrice et CEO de tracks&amp;facts, et Olivier Goulet, pr\u00e9sident-fondateur d\u2019iligo.<\/strong><\/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>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p style=\"font-weight: 400;\">L\u2019attention est devenue le buzzword actuel de la communication au niveau mondial.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Le constat est simple, nous, individus, consommateurs, prospects, clients, citoyens, sommes bombard\u00e9s (et pourtant, avec le ciblage affin\u00e9 promis par le digital, le \u00ab carpet bombing \u00bb devait dispara\u00eetre) de messages publicitaires toujours plus nombreux, toujours plus personnalis\u00e9s. Et encore, c\u2019est sans compter les messages diffus\u00e9s que nous ne voyons pas (un peu moins de 40% des publicit\u00e9s sur dekstop ne sont pas visibles, 23% des vid\u00e9os selon IAS 1er semestre 2018).<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Il est alors l\u00e9gitime de se poser la question : sommes-\u00ab\u00a0nous\u00a0\u00bb attentifs ou non \u00e0 ce qui est diffus\u00e9. C\u2019est la base, le socle, d\u2019un d\u00e9but de relation entre un message \u00e9mis et sa r\u00e9ception dans notre cerveau. Le cerveau humain est ainsi fait que, si nous ne portons pas un minimum d\u2019attention \u00e0 un message, il ne se passera rien !<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">La question est donc bonne. Mais a-t-on les moyens, aujourd\u2019hui, de mesurer cette attention ?<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Des initiatives existent dans certains pays que l\u2019on pourra toujours critiquer, glorifier, mais qui ont le m\u00e9rite d\u2019exister et d\u2019apporter des \u00e9l\u00e9ments de r\u00e9flexion. Aux USA et au Japon, par exemple, des annonceurs et des media utilisent les services de soci\u00e9t\u00e9s technologiques sp\u00e9cialis\u00e9es dans cette mesure. Autre exemple, l\u2019Australie, o\u00f9 un media, la t\u00e9l\u00e9vision, est le fer de lance de la mesure technologique de l\u2019attention, \u00e0 grande \u00e9chelle, pour mettre en avant ses qualit\u00e9s par rapport aux plateformes.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Des constantes dans les pays actifs sur le sujet ? Oui, les technologies de mesure passives, la masse, et, pour certains, la syndication.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Technologies passives ? Les progr\u00e8s des neurosciences sont certains et y recourir est aujourd\u2019hui la seule solution pour parvenir \u00e0 approcher, correctement, le ph\u00e9nom\u00e8ne. Vous ajoutez \u00e0 cela toutes les technologies embarqu\u00e9es dans les diff\u00e9rents devices qui font partie de notre quotidien et vous obtenez un couple gagnant.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">La masse ? Ou que ce soit, on parle d\u2019\u00e9chantillons repr\u00e9sentatifs, la base d\u2019une mesure fiable, et g\u00e9n\u00e9ralement, ce ne sont pas de petits \u00e9chantillons !<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">La syndication ? Les dispositifs sont co\u00fbteux, qui a les moyens de les payer ? Un media? Des media? De gros annonceurs qui en ont assez de d\u00e9penser de l\u2019argent \u00e0 fonds perdus ?<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Le march\u00e9 fran\u00e7ais, depuis quelques mois, fourmillent d\u2019initiatives sur la mesure de l\u2019attention. Elles proviennent, souvent, des agences media (c\u2019est tr\u00e8s bien de revoir les agences media sur le sujet de l\u2019expertise pour montrer qu\u2019elles ont toujours un r\u00f4le \u00e0 jouer dans le conseil donn\u00e9 aux annonceurs). Elles viennent aussi des r\u00e9gies qui initient des projets ponctuels sur leurs supports ou leurs m\u00e9dias.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Mais, on assiste, o\u00f9 l\u2019on va assister, \u00e0 la m\u00eame chose que ce que l\u2019on a pu voir pour l\u2019engagement.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Tout le monde mesure \u00ab l\u2019engagement \u00bb, mais tout le monde a une d\u00e9finition diff\u00e9rente de ce qu\u2019est l\u2019engagement. On ne sait donc plus ce qui est mesur\u00e9 \u00e0 droite ou \u00e0 gauche, par qui, pourquoi, comment ! Au final, cet indicateur essentiel a perdu son sens et son universalit\u00e9 par trop plein de d\u00e9finitions diverses, vari\u00e9es et parfois, disons-le, loufoques.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">L\u00e0, pour l\u2019attention, il faut prendre les choses dans le bon sens, \u00eatre innovant dans la mesure, y mettre des moyens, et faire travailler ensemble media, agences et annonceurs.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">C\u2019est un enjeu collectif qui doit \u00eatre abord\u00e9 comme tel. Il s\u2019agit moins de d\u00e9fendre les int\u00e9r\u00eats particuliers de certains que de d\u00e9fendre l\u2019int\u00e9r\u00eat global d\u2019une profession \u00e0 d\u00e9montrer sa pertinence.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"font-weight: 400;\">Nous sommes pr\u00eats pour accompagner ceci. Et vous ?<\/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>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Tribune publi\u00e9e par Isabelle Le Roy, fondatrice et CEO de tracks&amp;facts, et Olivier Goulet, pr\u00e9sident-fondateur d\u2019iligo, sur CBnews le 11 octobre 2018.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>L\u2019attention au centre de toutes les attentions\u2026 Mais connaitra-t-elle le m\u00eame sort que l\u2019engagement ?<\/p>","protected":false},"author":2,"featured_media":46242,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[2402,430,2400,421,2404],"class_list":["post-46238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-attention","tag-communication","tag-isabelle-leroy","tag-olivier-goulet","tag-tracksfacts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Faisons attention \u00e0 l&#039;attention ! 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