{"id":36718,"date":"2022-05-06T15:30:49","date_gmt":"2022-05-06T13:30:49","guid":{"rendered":"https:\/\/reviews.tn\/news\/une-nouvelle-etude-montre-une-augmentation-des-publicites-en-streaming-audio-et-video-numeriques\/"},"modified":"2022-05-07T18:20:35","modified_gmt":"2022-05-07T16:20:35","slug":"une-nouvelle-etude-montre-une-augmentation-des-publicites-en-streaming-audio-et-video-numeriques","status":"publish","type":"post","link":"https:\/\/reviews.tn\/news\/une-nouvelle-etude-montre-une-augmentation-des-publicites-en-streaming-audio-et-video-numeriques\/","title":{"rendered":"Une nouvelle \u00e9tude montre une augmentation des publicit\u00e9s en streaming audio et vid\u00e9o num\u00e9riques"},"content":{"rendered":"<p><strong>\ud83c\udf7f 2022-05-06 15:30:49 &#8211; Paris\/France. <\/strong><br \/>\n<\/p>\n<p class=\"prntac\">L&rsquo;industrie de la sant\u00e9 voit une augmentation de 61\u00a0% des impressions des publicit\u00e9s audio num\u00e9riques, les trouvant 120\u00a0% plus efficaces que l&rsquo;affichage num\u00e9rique<\/p>\n<p>Lors du Veeva Commercial Summit d&rsquo;aujourd&rsquo;hui, Veeva Systems (NYSE : VEEV) a publi\u00e9 de nouvelles conclusions sur la diversification des m\u00e9dias num\u00e9riques utilis\u00e9s dans la publicit\u00e9 directe aux consommateurs et aux professionnels de la sant\u00e9 (HCP) aux \u00c9tats-Unis. Le rapport Veeva Crossix 2022 sur les tendances de la publicit\u00e9 pour la sant\u00e9 examine le marketing campagnes dans plus de 230 marques de sciences de la vie et constate une augmentation notable de l&rsquo;utilisation des canaux audio et vid\u00e9o num\u00e9riques, les sp\u00e9cialistes du marketing cr\u00e9ant des conversations de marque plus cibl\u00e9es et significatives.<\/p>\n<p>Le rapport regroupe les mesures des m\u00e9dias et les donn\u00e9es de sant\u00e9 sur 6 milliards de dollars d&rsquo;investissements publicitaires en 2021.  Il examine les changements d&rsquo;une ann\u00e9e sur l&rsquo;autre du comportement des consommateurs dans les m\u00e9dias et la combinaison de canaux num\u00e9riques utilis\u00e9s pour atteindre \u00e0 la fois les patients et les professionnels de la sant\u00e9, notamment\u00a0:<\/p>\n<ul>\n<li><b>Diversifier les tactiques num\u00e9riques<\/b>: Les sp\u00e9cialistes du marketing pharmaceutique diversifient leur mix m\u00e9dia, en s&rsquo;appuyant sur de nouvelles tactiques pour g\u00e9n\u00e9rer de l&rsquo;impact.  En 2021, les impressions audio num\u00e9riques ont augment\u00e9 de 61\u00a0% et les impressions vid\u00e9o en <a href=\"https:\/\/reviews.tn\/news\/category\/streaming\/\">Streaming<\/a> ont augment\u00e9 de 18\u00a0%.<\/li>\n<li><b>Couper le bruit<\/b>: L&rsquo;ann\u00e9e derni\u00e8re, 50 % de campagnes suppl\u00e9mentaires incluaient des podcasts et d&rsquo;autres cha\u00eenes audio num\u00e9riques \u00e9mergentes, en particulier dans des cat\u00e9gories telles que la sant\u00e9 des femmes et la m\u00e9decine pr\u00e9ventive.  Le taux de nouveaux patients \u00e0 partir de ces tactiques audio num\u00e9riques a augment\u00e9 de 11\u00a0%, ce qui s&rsquo;est av\u00e9r\u00e9 120\u00a0% plus efficace que les publicit\u00e9s display num\u00e9riques.<\/li>\n<li><b>Atteindre les professionnels de la sant\u00e9 l\u00e0 o\u00f9 ils se trouvent<\/b>: Les sites de niche ax\u00e9s sur les professionnels de la sant\u00e9 \u00e9taient 55\u00a0% plus susceptibles de g\u00e9n\u00e9rer de nouveaux patients l&rsquo;ann\u00e9e derni\u00e8re que les emplacements d&rsquo;annonces programmatiques.  Cependant, le ciblage bas\u00e9 sur l&rsquo;audience jouait toujours un r\u00f4le important, les m\u00e9dias programmatiques g\u00e9n\u00e9rant la majorit\u00e9 de la port\u00e9e des HCP.<\/li>\n<\/ul>\n<p>Des analyses d\u00e9taill\u00e9es de campagnes de marque s\u00e9lectionn\u00e9es montrent \u00e9galement l&rsquo;impact croissant du ciblage de pr\u00e9cision et des strat\u00e9gies multicanal.  Par exemple, les marques d&rsquo;oncologie qui diffusent des m\u00e9dias sur les services de <a href=\"https:\/\/reviews.tn\/news\/category\/streaming\/\">Streaming<\/a> ont augment\u00e9 l&rsquo;efficacit\u00e9 du ciblage de 49\u00a0% par rapport \u00e0 leurs achats TV lin\u00e9aires.  Une marque pharmaceutique a \u00e9galement constat\u00e9 que, pour ses professionnels de la sant\u00e9 les plus prioritaires, la messagerie orchestr\u00e9e \u00e0 travers les publicit\u00e9s num\u00e9riques et l&rsquo;engagement de vente personnel a contribu\u00e9 \u00e0 g\u00e9n\u00e9rer 80\u00a0% des nouveaux d\u00e9marrages de patients au sein de ce groupe.<\/p>\n<p>\u00ab\u00a0Dans un monde de choix num\u00e9riques, les sp\u00e9cialistes du marketing de la sant\u00e9 s&rsquo;appuient sur les donn\u00e9es pour d\u00e9couvrir de nouvelles strat\u00e9gies d&rsquo;optimisation de leurs d\u00e9penses m\u00e9diatiques\u00a0\u00bb, a d\u00e9clar\u00e9 Sarah Caldwell, directrice g\u00e9n\u00e9rale de Veeva Crossix Analytics.  \u00ab\u00a0Les marques les plus ax\u00e9es sur les donn\u00e9es augmentent avec succ\u00e8s leur port\u00e9e et leurs conversions avec un m\u00e9lange plus diversifi\u00e9 et cibl\u00e9 de points de contact patients et HCP.\u00a0\u00bb<\/p>\n<p>D\u00e9couvrez le nouveau podcast Martech Cube.  Pour plus de mises \u00e0 jour de ce type, suivez-nous sur Google News Martech News<\/p>\n<p><em>SOURCE : <a href=\"https:\/\/reviews.tn\/news\/\">Reviews News<\/a><\/em> <\/p>\n<p><em>N\u2019h\u00e9sitez pas \u00e0 partager notre article sur les r\u00e9seaux sociaux afin de nous donner un solide coup de pouce. \ud83c\udf7f<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\ud83c\udf7f 2022-05-06 15:30:49 &#8211; Paris\/France. L&rsquo;industrie de la sant\u00e9 voit une augmentation de 61\u00a0% des impressions des publicit\u00e9s audio num\u00e9riques, les trouvant 120\u00a0% plus efficaces que l&rsquo;affichage num\u00e9rique Lors du Veeva Commercial Summit d&rsquo;aujourd&rsquo;hui, Veeva Systems (NYSE : VEEV) a publi\u00e9 de nouvelles conclusions sur la diversification des m\u00e9dias num\u00e9riques utilis\u00e9s dans la publicit\u00e9 directe [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":36719,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"","_yoast_wpseo_focuskw_text_input":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[128],"tags":[1504,8677,8678,3141,3140,8679,8676,124,125,126],"class_list":["post-36718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-streaming","tag-1504","tag-annonces-display-programmatiques","tag-marketing-display-programmatique","tag-martech","tag-nouvelles-martech","tag-publicite-display-et-programmatique","tag-publicite-display-programmatique","tag-streaming-films","tag-streaming-series","tag-tv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Une nouvelle \u00e9tude montre une augmentation des publicit\u00e9s en streaming audio et vid\u00e9o num\u00e9riques - Reviews News - Actualit\u00e9 High-tech, hardware, consoles, jeux vid\u00e9o et divertissement<\/title>\n<meta name=\"description\" content=\"\ud83c\udf7f 2022-05-06 15:30:49 - Paris\/France. 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