{"id":152217,"date":"2020-02-03T10:34:40","date_gmt":"2020-02-03T09:34:40","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=152217"},"modified":"2020-02-03T10:34:40","modified_gmt":"2020-02-03T09:34:40","slug":"premiere-campagne-addressable-tv-chez-ip","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/premiere-campagne-addressable-tv-chez-ip\/","title":{"rendered":"Premi\u00e8re campagne addressable TV chez IP"},"content":{"rendered":"<p>Suite \u00e0 un accord ent\u00e9rin\u00e9 entre <strong>Proximus<\/strong> et <strong>IP<\/strong> en d\u00e9cembre sur l\u2019offre addressable TV, IP adapte le contenu diffus\u00e9 aux int\u00e9r\u00eats des personnes d\u2019un m\u00eame foyer et allie la puissance du ciblage avec celle de la t\u00e9l\u00e9vision.<\/p>\n<p>L\u2019addressable TV vient compl\u00e9ter l\u2019offre de ciblage publicitaire Arrow, d\u00e9j\u00e0 utilis\u00e9e pour les campagnes digitales, et \u00e9largit le spectre de la publicit\u00e9 adress\u00e9e aux trois cha\u00eenes de t\u00e9l\u00e9vision <strong>RTL <\/strong>: RTL TVI, Club RTL et Plug RTL.<\/p>\n<p>Cette nouvelle mani\u00e8re de faire de la publicit\u00e9 correspond \u00e0 la demande des consommateurs : une \u00e9tude (VAB 2018 Relevance Report) a prouv\u00e9 que 66% de ceux-ci souhaitent que les publicit\u00e9s correspondent mieux \u00e0 leurs int\u00e9r\u00eats et \u00e0 leur mode de vie.<\/p>\n<p>Les publicit\u00e9s pertinentes sont plus susceptibles d\u2019engager les t\u00e9l\u00e9spectateurs et de susciter une r\u00e9ponse \u00e9motionnelle qui contribue \u00e0 augmenter le retour sur investissement des annonces. L\u2019offre d\u2019IP s\u2019adresse aux annonceurs existants n\u00e9cessitant un ciblage publicitaire et aux annonceurs non-encore pr\u00e9sents en t\u00e9l\u00e9vision et permet d\u2019adresser les boxes de Proximus tant en live qu\u2019en replay.<\/p>\n<p><strong>Denis Masquelier<\/strong> (Directeur G\u00e9n\u00e9ral d\u2019IP) : <em>\u00ab Nous sommes fiers de faire partie des pionniers europ\u00e9ens en lan\u00e7ant le ciblage publicitaire en t\u00e9l\u00e9vision, qui vient compl\u00e9ter notre offre Arrow. Alors que la data devient de plus en plus importante sur le march\u00e9, IP compl\u00e8te son approche de Total Vid\u00e9o avec son offre Addressable TV. Cela nous permet une fois de plus de favoriser l\u2019innovation et de proposer des solutions adapt\u00e9es aux besoins des annonceurs. \u00bb<\/em><\/p>\n<p><strong>Bart Swimberghe<\/strong> (Head of Smart Ads chez Proximus) : <em>\u00ab La publicit\u00e9 cibl\u00e9e apporte une solution qui permet aux consommateurs et aux marques de mieux se rencontrer. Avec la contribution d\u2019IP, nous ouvrons une solution de personnalisation publicitaire \u00e0 des cha\u00eenes tr\u00e8s appr\u00e9ci\u00e9es des t\u00e9l\u00e9spectateurs belges francophones. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019addressable TV via Proximus vient compl\u00e9ter l\u2019offre de ciblage publicitaire Arrow et \u00e9largit le spectre de la publicit\u00e9 adress\u00e9e aux trois cha\u00eenes de t\u00e9l\u00e9vision RTL : RTL TVI, Club RTL et Plug RTL.<\/p>\n","protected":false},"author":7,"featured_media":152214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6706,25],"tags":[7826,13735,9243,7584,13734,9138,1078],"class_list":["post-152217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-media-fr","tag-addressable-advertising-fr","tag-bart-swimberghe-fr","tag-denis-masquelier-fr","tag-ip-belgium-fr","tag-ip-tv-fr","tag-proximus-fr","tag-rtl-belgium"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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