{"id":29502,"date":"2017-11-08T14:57:42","date_gmt":"2017-11-08T13:57:42","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=29502"},"modified":"2017-11-30T12:23:28","modified_gmt":"2017-11-30T11:23:28","slug":"publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/","title":{"rendered":"Nouvelle \u00e9tude CIM OOH: premi\u00e8re application des big data"},"content":{"rendered":"<p>Elle \u00e9tait annonc\u00e9e depuis un certain temps ; voici enfin la bonne nouvelle : le CIM publie la premi\u00e8re \u00e9tude hybride Out-of-Home demain. Apr\u00e8s plusieurs reports (lisez notre article de <a href=\"https:\/\/www.mediaspecs.be\/fr\/la-nouvelle-etude-ooh-du-cim\/\">24\/4\/2017<\/a>), dus \u00e0 la taille de la base de donn\u00e9es (500GB) et \u00e0 la mise au point du software IDS, les r\u00e9sultats sont donc ouverts \u00e0 l\u2019exploitation.<\/p>\n<p>Le nouveau-n\u00e9 combine pour la premi\u00e8re fois plusieurs types de donn\u00e9es :<\/p>\n<ul>\n<li>Des interviews classiques (CIM) et des enqu\u00eates publiques de mobilit\u00e9 (BELDAM, OVG) ont permis \u00e0 Be-Mobile de mod\u00e9liser les d\u00e9placements, les motifs et les modalit\u00e9s de transport de l\u2019ensemble de la population belge.<\/li>\n<li>Be-Mobile a ensuite calibr\u00e9 les volumes de d\u00e9placements \u00e0 l\u2019aide de donn\u00e9es de g\u00e9olocalisation de flottes de v\u00e9hicules priv\u00e9es, les mesures passives du trafic routier (loop detectors) et des comptages des utilisateurs des divers types de transports publics.<\/li>\n<\/ul>\n<p>Le r\u00e9sultat est une base de donn\u00e9es gigantesque avec, pour chaque Belge \u00e2g\u00e9 de 12 ans et plus, ses d\u00e9placements d\u00e9taill\u00e9s pour chaque jour d\u2019une semaine (lieu et heure de d\u00e9part et d\u2019arriv\u00e9e, segments de routes emprunt\u00e9s, moyen de transport utilis\u00e9 et motif du d\u00e9placement).<\/p>\n<p>En m\u00eame temps, Belgian Posters, Clear Channel, JC Decaux et Publifer ont implant\u00e9 et codifi\u00e9 tous leurs panneaux dans Open Street Maps (avec adresse, latitude, longitude, angle, format, \u00e9clairage, mouvement\u2026). Ils l\u2019ont fait avec le Inventory Management System (IMS) de MGE Data, qui ont par ailleurs valid\u00e9es toutes ces donn\u00e9es.<\/p>\n<p>Le logiciel IDS (Inventory Delivery System) de MGE Data permet de combiner les donn\u00e9es de d\u00e9placement de l\u2019ensemble de la population belge et les implantations d\u00e9taill\u00e9es des panneaux. La combinaison de ces deux informations permet de calculer le nombre de contacts accumul\u00e9s par un ensemble de panneaux, caract\u00e9ris\u00e9s en termes socio-d\u00e9mographiques et par moment de d\u00e9placement (jour, heure), mode de d\u00e9placement et motif de d\u00e9placement (se rendre \u00e0 son domicile, son lieu de travail, faire du shopping, \u2026).<\/p>\n<p>L\u2019autre grande nouveaut\u00e9 de la nouvelle \u00e9tude CIM Out-of-Home est qu\u2019elle va au-del\u00e0 des contacts potentiels classiques. Ces Realistic Opportunities To See (ROTS) tiennent uniquement compte du sens et de la vitesse de circulation, ainsi que de l\u2019angle et de la dur\u00e9e de vision. Le CIM calcule dor\u00e9navant pour chaque panneau individuel un indice de visibilit\u00e9. Le Visibility Adjustment Index (VAI de Route, UK) estime la visibilit\u00e9 r\u00e9elle d\u2019un panneau en tenant compte aussi du format du panneau, sa hauteur, sa position et sa distance par rapport \u00e0 l\u2019axe de circulation, l\u2019utilisation d\u2019un dispositif d\u2019\u00e9clairage ou de mouvement (trivision, scrolling, \u2026). Avec cette \u00e9tude, le CIM lance donc une nouvelle currency qui ajuste les notions d\u2019audience classique par la visibilit\u00e9 r\u00e9elle (gr\u00e2ce \u00e0 l\u2019application du VAI aux ROTS) : le VA Reach (Visibility Adjusted Reach); le VRP (Visibility adjusted Rating Point)et le VA Frequency (Visibility Adjusted Frequency).<\/p>\n<p>Cependant, il ne s\u2019agit clairement que d\u2019une premi\u00e8re \u00e9tape. Pendant que le march\u00e9 d\u00e9couvre la richesse des nouvelles donn\u00e9es, le CIM s\u2019appr\u00eate \u00e0 d\u00e9velopper l\u2019\u00e9tude : la mod\u00e9lisation des d\u00e9placements est appel\u00e9e \u00e0 \u00eatre raffin\u00e9e, l\u2019outil d\u2019exploitation tiendra \u00e0 l\u2019avenir compte de nouveaux param\u00e8tres (heure et saisonnalit\u00e9 des d\u00e9placements), le VAI appliqu\u00e9 aux panneaux digitaux comprendra de nouveaux facteurs d\u2019ajustement, et, last but not least, l\u2019algorithme Route devra \u00eatre adapt\u00e9 aux r\u00e9alit\u00e9s de l\u2019affichage indoor (m\u00e9tro, gares de chemins de fer).<\/p>\n<p><a href=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2017\/11\/CIM-OOH-2017.pdf\">Plus d&rsquo;information sur la m\u00e9thodologie de l&rsquo;\u00e9tude ici.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le CIM a publi\u00e9 les r\u00e9sultats de la premi\u00e8re \u00e9tude hybride OOH. Il en r\u00e9sulte une base de donn\u00e9es enrichie permettant de consulter les d\u00e9placements d\u00e9taill\u00e9s des Belges de 12 ans et plus, pour chaque jour de la semaine.<\/p>\n","protected":false},"author":4,"featured_media":0,"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":[8133,7098,8134,8135],"class_list":["post-29502","post","type-post","status-publish","format-standard","hentry","category-featured-fr","category-media-fr","tag-be-mobile-fr","tag-cim-fr","tag-cim-out-of-home-fr","tag-mge-data-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nouvelle \u00e9tude CIM OOH: premi\u00e8re application des big data<\/title>\n<meta name=\"description\" content=\"Le 9 novembre le CIM publie les r\u00e9sultats de la premi\u00e8re \u00e9tude hybride Out-of-Home.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nouvelle \u00e9tude CIM OOH: premi\u00e8re application des big data\" \/>\n<meta property=\"og:description\" content=\"Le 9 novembre le CIM publie les r\u00e9sultats de la premi\u00e8re \u00e9tude hybride Out-of-Home.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/\" \/>\n<meta property=\"og:site_name\" content=\"MediaSpecs\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-08T13:57:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-11-30T11:23:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2017\/10\/CIM.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"560\" \/>\n\t<meta property=\"og:image:height\" content=\"329\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@Bart\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@Bart\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/\"},\"author\":{\"name\":\"@Bart\",\"@id\":\"https:\/\/www.mediaspecs.be\/#\/schema\/person\/d83b92e96a208300c55cf83440c05017\"},\"headline\":\"Nouvelle \u00e9tude CIM OOH: premi\u00e8re application des big data\",\"datePublished\":\"2017-11-08T13:57:42+00:00\",\"dateModified\":\"2017-11-30T11:23:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/publication-la-nouveau-etude-cim-out-home-le-9-novembre-premiere-application-des-big-data\/\"},\"wordCount\":628,\"keywords\":[\"Be-Mobile\",\"CIM\",\"CIM Out-Of-Home\",\"MGE Data\"],\"articleSection\":[\"Featured\",\"Media - 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