{"id":11042,"date":"2025-03-20T11:47:36","date_gmt":"2025-03-20T11:47:36","guid":{"rendered":"https:\/\/in-storemedia.com\/publicite-programmatique-la-cle-pour-toucher-le-shopper-au-bon-moment\/"},"modified":"2025-03-20T11:55:42","modified_gmt":"2025-03-20T11:55:42","slug":"publicite-programmatique-cle-toucher-shopper","status":"publish","type":"post","link":"https:\/\/in-storemedia.com\/fr\/publicite-programmatique-cle-toucher-shopper\/","title":{"rendered":"Publicit\u00e9 programmatique : la cl\u00e9 pour toucher le shopper au bon moment"},"content":{"rendered":"<h5 style=\"text-align: center;\">Dans l\u2019\u00e9cosyst\u00e8me publicitaire actuel, o\u00f9 personnalisation et efficacit\u00e9 sont essentielles, la <strong>publicit\u00e9 programmatique<\/strong> s\u2019est impos\u00e9e comme un levier strat\u00e9gique pour les marques et les retailers. Mais en quoi consiste exactement l\u2019achat\/vente d\u2019espaces publicitaires en programmatique, et comment r\u00e9volutionne-t-il le Retail Media ?<\/h5>\n<h2><strong>Qu\u2019est-ce que la publicit\u00e9 programmatique ?<\/strong><\/h2>\n<p>La <strong>publicit\u00e9 programmatique <\/strong>est un processus automatis\u00e9 d\u2019achat et de vente d\u2019espaces publicitaires en temps r\u00e9el, via des plateformes technologiques avanc\u00e9es. Elle s\u2019appuie sur l\u2019analyse des donn\u00e9es d\u2019audience, l\u2019intelligence artificielle et le machine learning pour <strong>diffuser les annonces aux bonnes personnes<\/strong>, au bon moment et dans l\u2019environnement le plus pertinent.<\/p>\n<p>En d\u2019autres termes, il s\u2019agit d\u2019une <strong>ench\u00e8re digitale en temps r\u00e9el<\/strong>, o\u00f9 les annonceurs placent leurs offres pour obtenir des impressions publicitaires en fonction de crit\u00e8res de ciblage sp\u00e9cifiques, tels que :<\/p>\n<ul>\n<li><strong>Donn\u00e9es d\u00e9mographiques<\/strong> (\u00e2ge, sexe, localisation)<\/li>\n<li><strong>Comportement d\u2019achat <\/strong>(habitudes de consommation, utilisation d\u2019apps)<\/li>\n<li><strong>Facteurs contextuels<\/strong> (m\u00e9t\u00e9o, heure de la journ\u00e9e, \u00e9v\u00e9nements locaux)<\/li>\n<li><strong>Donn\u00e9es de performance<\/strong> (trafic en magasin, conversions)<\/li>\n<\/ul>\n<p>Gr\u00e2ce \u00e0 cette automatisation, la pr\u00e9cision du ciblage est renforc\u00e9e et les investissements publicitaires <strong>sont mieux optimis\u00e9s.<\/strong><\/p>\n<h3><strong>Comment fonctionne l\u2019achat programmatique ?<\/strong><\/h3>\n<p>L\u2019\u00e9cosyst\u00e8me de la publicit\u00e9 programmatique repose sur plusieurs plateformes cl\u00e9s :<\/p>\n<ul>\n<li><strong>SSP (Supply-Side Platform) :<\/strong> utilis\u00e9e par les \u00e9diteurs (comme in-Store Media) pour vendre leur inventaire publicitaire de mani\u00e8re automatis\u00e9e.<\/li>\n<li><strong>DSP (Demand-Side Platform) :<\/strong> permet aux annonceurs d\u2019acheter des espaces publicitaires en fonction d\u2019audiences et de donn\u00e9es sp\u00e9cifiques.<\/li>\n<li><strong>DMP (Data Management Platform) :<\/strong> plateforme de gestion des donn\u00e9es qui collecte et analyse les informations des consommateurs pour optimiser les achats m\u00e9dias.<\/li>\n<\/ul>\n<h3><strong>Les diff\u00e9rents types d\u2019achats programmatiques<\/strong><\/h3>\n<p>Il existe plusieurs mod\u00e8les d\u2019achat programmatique, chacun ayant ses sp\u00e9cificit\u00e9s :<\/p>\n<ul>\n<li><strong>Real-Time Bidding (RTB) :<\/strong> ench\u00e8res en temps r\u00e9el sur chaque impression publicitaire, en quelques millisecondes.<\/li>\n<li><strong>Deals programmatiques garantis :<\/strong> l\u2019inventaire publicitaire est n\u00e9goci\u00e9 \u00e0 l\u2019avance et activ\u00e9 de mani\u00e8re programmatique.<\/li>\n<li><strong>Private Marketplace (PMP) :<\/strong> ench\u00e8res priv\u00e9es r\u00e9serv\u00e9es \u00e0 certains annonceurs, offrant un acc\u00e8s exclusif \u00e0 un inventaire premium.<\/li>\n<\/ul>\n<h2><strong>Retail Media et Programmatic DOOH : une r\u00e9volution en point de vente<\/strong><\/h2>\n<p>Le <a href=\"https:\/\/in-storemedia.com\/fr\/connecter-les-marques-aux-shoppers-grace-au-retail-media\/\" target=\"_blank\" rel=\"noopener\">Retail Media<\/a> ne se limite plus aux canaux digitaux traditionnels. L\u2019essor du <strong>Programmatic Digital Out-of-Home (pDOOH)<\/strong> ouvre de nouvelles perspectives pour capter l\u2019attention du shopper sur son parcours <strong>d\u2019achat<\/strong>.<\/p>\n<p>Chez <a href=\"https:\/\/in-storemedia.com\/fr\/\" target=\"_blank\" rel=\"noopener\">in-Store Media<\/a>, nous exploitons la publicit\u00e9 programmatique en DOOH pour diffuser des messages ultra-cibl\u00e9s en point de vente et maximiser l\u2019impact des campagnes.<\/p>\n<h3><strong>Les avantages de la publicit\u00e9 programmatique en Retail Media<\/strong><\/h3>\n<ul>\n<li><strong>Ciblage pr\u00e9cis :<\/strong> toucher le shopper au moment cl\u00e9 de sa d\u00e9cision d\u2019achat.<\/li>\n<li><strong>Optimisation budg\u00e9taire :<\/strong> ne payer que pour les impressions les plus pertinentes.<\/li>\n<li><strong>Messages dynamiques :<\/strong> personnalisation en temps r\u00e9el selon les donn\u00e9es disponibles.<\/li>\n<li><strong>Mesure et attribution : <\/strong>suivi de l\u2019impact sur le trafic en magasin et les conversions.<\/li>\n<\/ul>\n<h2 data-start=\"72\" data-end=\"517\"><strong data-start=\"72\" data-end=\"125\">in-Store Media : une publicit\u00e9 bas\u00e9e sur des donn\u00e9es r\u00e9elles<\/strong><\/h2>\n<p data-start=\"72\" data-end=\"517\">Chez in-Store Media, nous adoptons une <strong>approche data-driven<\/strong>, en int\u00e9grant les plateformes programmatiques et en exploitant des audiences qualifi\u00e9es pour :<\/p>\n<ul>\n<li data-start=\"72\" data-end=\"517\">Toucher le shopper au <strong>moment o\u00f9 il est le plus r\u00e9ceptif<\/strong> \u00e0 l\u2019achat.<\/li>\n<li data-start=\"72\" data-end=\"517\">Optimiser les investissements publicitaires en fonction <strong>des donn\u00e9es de trafic et de conversion.<\/strong><\/li>\n<li data-start=\"72\" data-end=\"517\">Mesurer l\u2019efficacit\u00e9 de chaque campagne en termes de <strong>ventes r\u00e9elles.<\/strong><\/li>\n<\/ul>\n<p data-start=\"519\" data-end=\"1016\" data-is-last-node=\"\" data-is-only-node=\"\">Si la publicit\u00e9 programmatique apporte efficacit\u00e9 et pr\u00e9cision, elle reste un outil parmi d\u2019autres <strong>dans une strat\u00e9gie Retail Media globale<\/strong>. Son impact, bien que croissant, compl\u00e8te d\u2019autres solutions essentielles du marketing en point de vente.<\/p>\n<p data-start=\"519\" data-end=\"1016\" data-is-last-node=\"\" data-is-only-node=\"\">Chez in-Store Media, <strong>nous combinons diff\u00e9rentes strat\u00e9gies bas\u00e9es sur la data afin d\u2019optimiser chaque campagne<\/strong> et de cr\u00e9er de la valeur r\u00e9elle pour les marques et les retailers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans l\u2019\u00e9cosyst\u00e8me publicitaire actuel, o\u00f9 personnalisation et efficacit\u00e9 sont essentielles, la publicit\u00e9 programmatique s\u2019est impos\u00e9e comme un levier strat\u00e9gique pour les marques et les retailers. Mais en quoi consiste exactement&#8230;<\/p>\n","protected":false},"author":3,"featured_media":11037,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[207],"tags":[114,208,143,60],"class_list":{"0":"post-11042","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-proposition-de-valeur","8":"tag-omnichannel-fr","9":"tag-programmatique","10":"tag-publicite","11":"tag-retail-media-fr"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicit\u00e9 programmatique : la cl\u00e9 pour toucher le shopper - in-Store Media<\/title>\n<meta name=\"description\" content=\"Qu\u2019est-ce que la publicit\u00e9 programmatique et comment la mettons-nous en \u0153uvre chez in-Store Media ? 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