{"id":82381,"date":"2025-12-11T18:25:59","date_gmt":"2025-12-11T17:25:59","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=82381"},"modified":"2025-12-17T10:49:32","modified_gmt":"2025-12-17T09:49:32","slug":"ce-quil-faut-retenir-de-notre-intervention-au-media-leader-cafe","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/ce-quil-faut-retenir-de-notre-intervention-au-media-leader-cafe\/","title":{"rendered":"Ce qu\u2019il faut retenir de notre intervention au Media Leader Caf\u00e9"},"content":{"rendered":"<p>Ce matin \u00e0 la Samaritaine, The Media Leader a r\u00e9uni l\u2019\u00e9cosyst\u00e8me du DOOH pour une \u00e9dition sp\u00e9ciale de son Media Leader Caf\u00e9, consacr\u00e9e aux enjeux du digital, du programmatique et de l\u2019omnicanalit\u00e9. \u00c0 cette occasion, C\u00e9line Pasquier, COO d\u2019iligo, a pr\u00e9sent\u00e9 deux \u00e9tudes de cas innovantes.<\/p>\n<p>&nbsp;<\/p>\n<p>Ces travaux ont mis en lumi\u00e8re :<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li data-start=\"449\" data-end=\"603\"><strong data-start=\"606\" data-end=\"667\">L\u2019impact de l\u2019OOH et du DOOH selon les parcours voyageurs<\/strong>, gr\u00e2ce \u00e0 un dispositif d\u2019Eye Tracking r\u00e9alis\u00e9 sur des centaines de trajets.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li data-start=\"449\" data-end=\"603\"><strong data-start=\"748\" data-end=\"795\">La performance des campagnes personnalis\u00e9es en DCO<\/strong> (Cas de la campagne Allianz).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Les \u00e9changes de la matin\u00e9e ont confirm\u00e9 que le DOOH, port\u00e9 par la r\u00e9volution digitale, progresse fortement dans les strat\u00e9gies media. L\u2019omnicanalit\u00e9, la mesure de l\u2019efficacit\u00e9 et la capacit\u00e9 \u00e0 qualifier les audiences sont apparues comme des enjeux centraux pour les annonceurs et les r\u00e9gies.<\/p>\n<p>&nbsp;<\/p>\n<p>Un focus a \u00e9galement \u00e9t\u00e9 fait sur les \u00e9volutions du march\u00e9 : certification DOOH Trust, nouvelles installations d\u2019\u00e9crans dans les futures lignes du Grand Paris, mont\u00e9e en puissance des dispositifs de g\u00e9olocalisation, et importance croissante de la cr\u00e9ation publicitaire pour capter l\u2019attention.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-82383 aligncenter\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-300x169.png\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-300x169.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-1024x576.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-768x432.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-1536x864.png 1536w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1-700x394.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2025\/12\/Bandeau-DOOH-Cafe-1.png 2048w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Ce matin \u00e0 la Samaritaine, The Media Leader a r\u00e9uni l\u2019\u00e9cosyst\u00e8me du DOOH pour une \u00e9dition sp\u00e9ciale de son Media Leader Caf\u00e9, consacr\u00e9e aux enjeux du digital, du programmatique et de l\u2019omnicanalit\u00e9. \u00c0 cette occasion, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":82392,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,663,400],"tags":[],"class_list":["post-82381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-events","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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