{"id":197856,"date":"2022-10-04T09:45:41","date_gmt":"2022-10-04T07:45:41","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=197856"},"modified":"2022-10-04T10:10:35","modified_gmt":"2022-10-04T08:10:35","slug":"une-premiere-en-belgique-le-cim-lance-le-total-video-advertising-planner","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/une-premiere-en-belgique-le-cim-lance-le-total-video-advertising-planner\/","title":{"rendered":"Une premi\u00e8re en Belgique : le CIM lance le Total Video Advertising planner"},"content":{"rendered":"

Le CIM<\/strong> lance le Total Video Advertising planner<\/strong> (ToVA), qui r\u00e9pond \u00e0 une attente des media planners d\u2019int\u00e9grer la TV et la vid\u00e9o en ligne dans un seul outil de planification afin d\u2019optimaliser leurs campagnes. Cet outil – une premi\u00e8re en Belgique – b\u00e9n\u00e9ficie de toute la puissance et de la cr\u00e9dibilit\u00e9 des mesures d\u2019audience TV et digitale et de la nouvelle Crossplatform Survey<\/strong>, r\u00e9alis\u00e9es par le CIM, pour estimer le nombre de contacts touch\u00e9s en t\u00e9l\u00e9 et en ligne apr\u00e8s une p\u00e9riode donn\u00e9e.<\/p>\n

Accessible \u00e0 tous les professionnels <\/strong><\/h3>\n

Les media planners et sales accounts en audiovisuel peuvent enfin acc\u00e9der \u00e0 un outil de r\u00e9f\u00e9rence qui leur permettra notamment :<\/p>\n

    \n
  • d\u2019anticiper l\u2019audience nette d\u2019une campagne combinant TV et vid\u00e9o en ligne ;<\/li>\n
  • de simuler plusieurs sc\u00e9narios pour en sortir le plus efficace pour le groupe cible ;<\/li>\n
  • de calculer l\u2019apport de la vid\u00e9o en ligne \u00e0 une campagne TV sur un groupe cible sp\u00e9cifique ;<\/li>\n
  • de chiffrer le budget n\u00e9cessaire pour atteindre une audience sp\u00e9cifique ;<\/li>\n
  • d\u2019allouer le budget de la mani\u00e8re la plus optimale possible.<\/li>\n<\/ul>\n

    Il s\u2019agit d\u2019une valeur ajout\u00e9e pour les professionnels qui jusqu\u2019ici utilisaient des donn\u00e9es fragment\u00e9es ou incompl\u00e8tes bas\u00e9es sur des r\u00e8gles et hypoth\u00e8ses propres \u00e0 chaque r\u00e9gie et agence.<\/p>\n

    Un outil qui int\u00e8gre pour la premi\u00e8re fois YouTube <\/strong><\/h3>\n

    Le ToVA se base sur les mesures d\u2019audience CIM TV et digitale et sur la Crossplatform Survey, qui permet de conna\u00eetre la duplication et la consommation de vid\u00e9os sur YouTube<\/strong>. L\u2019outil permet donc aux utilisateurs de planifier des campagnes en tenant compte de l\u2019offre vid\u00e9o \u00ab instream \u00bb (int\u00e9gr\u00e9e \u00e0 un contenu vid\u00e9o) des plateformes Internet des m\u00e9dias belges ainsi que de YouTube, un acteur incontournable du march\u00e9 \u00ab instream \u00bb :<\/p>\n

      \n
    • Sites et apps TV de VRT\/Var, RTBF\/RMB, DPG Media, SBS Belgium\/Ads&Data, RTL\/IP Belgium ;<\/li>\n
    • Sites et apps d\u2019actualit\u00e9s de DPG Media, Mediahuis\/Ads&Data, Roularta, Rossel ;<\/li>\n
    • YouTube, avec les formats TrueView, Unskippable Preroll et Bumper.<\/li>\n<\/ul>\n

      Tim Van Doorslaer<\/strong>, Head of Research chez DPG<\/strong> Media<\/strong>, dit : \u00ab Conna\u00eetre l\u2019audience combin\u00e9e d\u2019une campagne TV et vid\u00e9o online est une attente majeure des annonceurs, agences m\u00e9dia et des m\u00e9dias. VIA, l\u2019association des m\u00e9dias audiovisuels, est d\u00e8s lors tr\u00e8s heureuse que l\u2019outil du CIM r\u00e9ponde \u00e0 ce besoin. ToVA combine les currencies TV et online video dans un plan \u2018total video\u2019. Cet outil de planning permet donc de d\u00e9terminer la combinaison optimale de la TV et de la vid\u00e9o online en fonction des objectifs. <\/em>\u00bb<\/p>\n

      \u00ab Je consid\u00e8re l’outil comme une double r\u00e9ussite. <\/em>Il am\u00e8ne une voie vers une r\u00e9f\u00e9rence commune en mati\u00e8re de performances vid\u00e9o lin\u00e9aire et non lin\u00e9aire : l’ensemble du march\u00e9 belge devrait maintenant avoir une interpr\u00e9tation unifi\u00e9e plut\u00f4t que des sources peut-\u00eatre intelligentes mais tr\u00e8s probablement divergentes. En plus, en int\u00e9grant de mani\u00e8re volontariste une vue sur l’audience et les performances de YouTube, il ouvre une voie d’avenir par rapport \u00e0 la question lancinante des non-souscripteurs du CIM : nous pouvons prendre les devants, les mesurer \u00e0 notre mani\u00e8re quoiqu’en pensent les int\u00e9ress\u00e9s <\/em>\u00bb, dit Bernard Cools<\/strong>, Chief Intelligence Officer chez Space<\/strong>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

      Le CIM lance le ToVA, qui r\u00e9pond \u00e0 une attente des media planners d\u2019int\u00e9grer la TV et la vid\u00e9o en ligne dans un seul outil de planification afin d\u2019optimaliser leurs campagnes.<\/p>\n","protected":false},"author":4,"featured_media":186115,"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":[25],"tags":[6699,7098,18825,13406,9085],"class_list":["post-197856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-fr","tag-bernard-cools-fr","tag-cim-fr","tag-total-video-advertising-planner-fr","tag-tim-van-doorslaer-fr","tag-youtube-fr"],"acf":[],"yoast_head":"\nUne premi\u00e8re en Belgique : le CIM lance le Total Video Advertising planner<\/title>\n<meta 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