{"id":85405,"date":"2026-10-16T17:05:34","date_gmt":"2026-10-16T15:05:34","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=85405"},"modified":"2026-10-16T17:18:16","modified_gmt":"2026-10-16T15:18:16","slug":"complementarite-communication-exterieure-et-retail-media","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/complementarite-communication-exterieure-et-retail-media\/","title":{"rendered":"Outdoor advertising and retail media: iligo studies shed light on the effectiveness of multi-format"},"content":{"rendered":"<h4>Comment mesurer l\u2019apport de formats publicitaires compl\u00e9mentaires ?<\/h4>\n<h3><\/h3>\n<p>Le mardi 13 octobre 2026, <strong>Cityz media<\/strong> a r\u00e9uni clients, partenaires et collaborateurs \u00e0 l\u2019occasion de sa soir\u00e9e annuelle. Un \u00e9v\u00e8nement dans un d\u00e9cor extraordinaire qu&rsquo;est la Grande Galerie de l&rsquo;\u00e9volution pour parler des strat\u00e9gies pour <strong>cr\u00e9er toujours plus d&rsquo;occasions de rencontre entre les marques et leurs publics<\/strong>. C&rsquo;est dans cette optique que l&rsquo;agence Cityz Media a fait appel \u00e0 iligo pour mener des \u00e9tudes consacr\u00e9es \u00e0 l<strong>\u2019efficacit\u00e9 des dispositifs associant plusieurs formats de communication<\/strong> ext\u00e9rieure ou combinant communication ext\u00e9rieure et retail media.<\/p>\n<p>&nbsp;<\/p>\n<p>Les r\u00e9sultats de nos \u00e9tudes ont mis en \u00e9vidence 2 enseignements :<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"wp-image-85406\" title=\"La compl\u00e9mentarit\u00e9 des formats publicitaires\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires-300x170.png\" alt=\"La compl\u00e9mentarit\u00e9 des formats publicitaires\" width=\"1022\" height=\"579\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires-300x170.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires-1024x581.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires-768x436.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires-700x397.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/10\/La-complementarite-des-formats-publicitaires.png 1536w\" sizes=\"(max-width: 1022px) 100vw, 1022px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u00c0 travers ces travaux, iligo contribue \u00e0 <strong>objectiver la compl\u00e9mentarit\u00e9 des formats<\/strong> et \u00e0 <strong>\u00e9clairer les choix m\u00e9dias des marques<\/strong>, en apportant des \u00e9l\u00e9ments concrets de mesure de leur efficacit\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Comment mesurer l\u2019apport de formats publicitaires compl\u00e9mentaires ? Le mardi 13 octobre 2026, Cityz media a r\u00e9uni clients, partenaires et collaborateurs \u00e0 l\u2019occasion de sa soir\u00e9e annuelle. Un \u00e9v\u00e8nement dans un d\u00e9cor extraordinaire qu&rsquo;est la [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":85417,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,663],"tags":[],"class_list":["post-85405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Communication ext\u00e9rieure et retail media : les \u00e9tudes iligo \u00e9clairent sur l\u2019efficacit\u00e9 du multi-format<\/title>\n<meta name=\"description\" content=\"Comment mesurer l\u2019apport de formats publicitaires compl\u00e9mentaires ? 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