{"id":58987,"date":"2022-06-15T18:37:06","date_gmt":"2022-06-15T16:37:06","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=58987"},"modified":"2026-10-21T11:55:26","modified_gmt":"2026-10-21T09:55:26","slug":"tei-2022-iligo-remporte-un-trophee-surla-puissance-creative-de-laudio-avec-nrj-global","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/tei-2022-iligo-remporte-un-trophee-surla-puissance-creative-de-laudio-avec-nrj-global\/","title":{"rendered":"Troph\u00e9es \u00e9tudes et innovations 2022 : iligo remporte un Troph\u00e9e sur la puissance cr\u00e9ative de l\u2019audio avec NRJ Global"},"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>Pour la 6<sup>\u00e8me<\/sup> ann\u00e9e cons\u00e9cutive, iligo est reconnue par les Troph\u00e9es Etudes et Innovation comme participant \u00e0 l\u2019avanc\u00e9e du domaine du Market Research. Au cours des pr\u00e9c\u00e9dentes \u00e9ditions, iligo a ainsi \u00e9t\u00e9 prim\u00e9 pour des protocoles employant l\u2019Eye-tracking pour le compte de Google ou du Groupe La Poste, sur une \u00e9tude hybride d\u2019envergure sur les nouveaux comportements m\u00e9dia pour le compte de Twitter, ou encore l\u2019an dernier pour des mesures innovantes sur les communications RSE pour le compte d\u2019acteurs tels que Le Figaro, France T\u00e9l\u00e9visions ou Clear Channel. Cette ann\u00e9e, c\u2019est un protocole sur une tendance \u00e9mergente, le d\u00e9veloppement de l\u2019audio, qui a re\u00e7u un troph\u00e9e.<\/p>\n<p>&nbsp;<\/p>\n<p>Depuis quelques ann\u00e9es, les Fran\u00e7ais sont en effet des plus en plus nombreux \u00e0 \u00e9couter du streaming audio digital. Cet essor accompagne le d\u00e9veloppement de multiples nouveaux formats comme les podcasts, les webradios etc. Dans cette effervescence, comment se d\u00e9marquer en tant qu\u2019annonceur\u00a0? Et plus globalement, en tant que producteur de contenu\u00a0?<\/p>\n<p>&nbsp;<\/p>\n<p>Dans le cadre de l\u2019\u00e9v\u00e8nement de f\u00e9vrier 2022 Audio Moves sp\u00e9cial Cr\u00e9ativit\u00e9, iligo et NRJ Global ont pr\u00e9sent\u00e9 l\u2019\u00e9tude \u00ab\u00a0Listen &amp; Feel\u00a0\u00bb pour identifier les leviers cr\u00e9atifs audio g\u00e9n\u00e9rant le plus d\u2019\u00e9motions, et am\u00e9liorant l\u2019efficacit\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Un mix de mesures passives et d\u00e9claratives<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Pour r\u00e9pondre \u00e0 ces objectifs, une m\u00e9thodologie hybride a \u00e9t\u00e9 mise en place\u00a0:<\/p>\n<ol>\n<li>Une mesure quantitative de l\u2019appr\u00e9ciation de spots radio<\/li>\n<li>Une mesure passive des \u00e9motions g\u00e9n\u00e9r\u00e9es par ces m\u00eames spots via un bracelet \u00e9lectrodermal utilis\u00e9 lors d\u2019une session audio m\u00e9langeant musique et cr\u00e9ations publicitaires. Enfin, concernant les individus qui ont utilis\u00e9 le bracelet :<\/li>\n<li>Une interrogation en face \u00e0 face pour mettre des mots sur les \u00e9motions ressenties.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><em>Exemple d\u2019un individu avec un bracelet \u00e9lectrodermal\u00a0:<\/em><\/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\">\n\t<div class=\"wpb_video_widget wpb_content_element vc_clearfix   vc_video-aspect-ratio-169 vc_video-el-width-100 vc_video-align-center\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<div class=\"wpb_video_wrapper\"><iframe title=\"TEI 2022 - D\u00e9monstration bracelet\" src=\"https:\/\/player.vimeo.com\/video\/704235960?dnt=1&amp;app_id=122963\" width=\"174\" height=\"310\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/div>\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><\/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<h4><strong>Stimuler l\u2019imaginaire, une cl\u00e9 pour g\u00e9n\u00e9rer des \u00e9motions<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Bonne nouvelle, cr\u00e9er des spots forts en \u00e9motions, c\u2019est possible\u2026 et tr\u00e8s efficace ! Le spot ayant g\u00e9n\u00e9r\u00e9 les \u00e9motions les plus intenses a connu des variations d\u2019\u00e9motions 2,5 fois plus fortes que la moyenne des autres spots. L\u2019analyse crois\u00e9e de ces mesures a permis de d\u00e9celer 5 recommandations pour produire des spots audios g\u00e9n\u00e9rateurs d\u2019\u00e9motions :<\/p>\n<ol>\n<li>Raconter une histoire<\/li>\n<li>Cr\u00e9er un imaginaire mental<\/li>\n<li>Adopter un tempo mod\u00e9r\u00e9<\/li>\n<li>Donner une place de choix \u00e0 la musique<\/li>\n<li>Rayonner avec des messages RSE<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><em>Exemple d\u2019un spot publicitaire ayant particuli\u00e8rement bien fonctionn\u00e9\u00a0:<\/em><\/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\">\n\t<div class=\"wpb_video_widget wpb_content_element vc_clearfix   vc_video-aspect-ratio-169 vc_video-el-width-100 vc_video-align-center\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<div class=\"wpb_video_wrapper\"><iframe title=\"TEI 2022 - Chateau Angelus\" src=\"https:\/\/player.vimeo.com\/video\/704236447?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/div>\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><\/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<h4><strong>Un mix d\u2019\u00e9l\u00e9ments \u00e9motionnels et rationnels pour une meilleure efficacit\u00e9 publicitaire<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p>Il ne suffit cependant pas qu\u2019un spot soit \u00e9motionnel pour \u00eatre efficace. Les spots combinant des \u00e9l\u00e9ments \u00e9motionnels et rationnels voient leur agr\u00e9ment progresser de 9 points par rapport \u00e0 l\u2019\u00e9motionnel seul. Certains \u00e9l\u00e9ments rationnels sont particuli\u00e8rement efficaces pour am\u00e9liorer l\u2019agr\u00e9ment :<\/p>\n<ul>\n<li>La pr\u00e9sence de promotions quantifi\u00e9es<\/li>\n<li>La pr\u00e9sence de slogan<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Depuis l\u2019\u00e9v\u00e8nement Audio Moves sp\u00e9cial Cr\u00e9ativit\u00e9, l\u2019\u00e9tude a \u00e9t\u00e9 pr\u00e9sent\u00e9e lors d\u2019une conf\u00e9rence europ\u00e9enne organis\u00e9e par l\u2019EGTA (association of TV&amp;Radio Sales Houses). iligo continue de son c\u00f4t\u00e9 d\u2019\u00e9tudier les leviers cr\u00e9atifs de l\u2019audio, en interrogeant de nouveaux Fran\u00e7ais sur leur appr\u00e9ciation de spots audio, et bient\u00f4t sur les podcasts\u2026<\/p>\n<p>&nbsp;<\/p>\n<p><em>Retrouvez un extrait de l\u2019\u00e9v\u00e8nement Audio Moves Sp\u00e9cial Cr\u00e9ativit\u00e9\u00a0:<\/em><\/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\">\n\t<div class=\"wpb_video_widget wpb_content_element vc_clearfix   vc_video-aspect-ratio-169 vc_video-el-width-100 vc_video-align-center\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<div class=\"wpb_video_wrapper\"><iframe title=\"2022 TEI - Pr\u00e9sentation Olivier\" src=\"https:\/\/player.vimeo.com\/video\/704233410?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\"><\/iframe><\/div>\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><\/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<p><a href=\"https:\/\/www.offremedia.com\/iligo-remporte-un-trophee-argent-avec-nrj-global-pour-letude-listen-feel\">Lire l&rsquo;article d&rsquo;Offre M\u00e9dia<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>iligo remporte un nouveau Troph\u00e9e pour l\u2019\u00e9tude \u00ab Listen &#038; Feel \u00bb avec NRJ Global sur la puissance cr\u00e9ative de l\u2019audio<\/p>","protected":false},"author":6,"featured_media":59109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400,2888],"tags":[520,242,208,1209],"class_list":["post-58987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo","category-references","tag-creativite","tag-data","tag-efficacite-publicitaire","tag-tf1-publicite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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