{"id":6005,"date":"2023-09-26T12:49:41","date_gmt":"2023-09-26T12:49:41","guid":{"rendered":"https:\/\/indigital.marketing\/project\/transforming-media-performance"},"modified":"2026-04-10T10:55:16","modified_gmt":"2026-04-10T10:55:16","slug":"transformer-la-performance-media","status":"publish","type":"project","link":"https:\/\/indigital.marketing\/fr\/project\/transformer-la-performance-media","title":{"rendered":"Transformer la performance m\u00e9dia"},"content":{"rendered":"

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Maximiser la profondeur d’audience transforme la performance m\u00e9dia : Search, Social, Display & Audio<\/p>\n

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The Independent s’appuyait principalement sur son trafic organique, plus de 100 millions de visites par mois, pour convertir des abonn\u00e9s premium.<\/p>\n

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Mais malgr\u00e9 cette audience massive, le taux de conversion restait faible et le Paid Media, peu rentable, avait \u00e9t\u00e9 progressivement mis en retrait faute de r\u00e9sultats convaincants.<\/p>\n

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Gr\u00e2ce \u00e0 une mod\u00e9lisation avanc\u00e9e du comportement utilisateur, nous avons identifi\u00e9 les audiences \u00e0 forte intention d’achat, naturellement plus r\u00e9ceptives aux campagnes m\u00e9dias payantes.<\/p>\n

Ces segments ont ensuite \u00e9t\u00e9 activ\u00e9s sur l’ensemble des canaux (Paid Search, Social, Display et Audio programmatique), via une int\u00e9gration DMP et un tagging sur mesure, garantissant une couverture pr\u00e9cise et coh\u00e9rente.<\/p>\n

R\u00e9sultat: des taux de conversion et de clic en nette hausse, des co\u00fbts m\u00e9dias en baisse et une acc\u00e9l\u00e9ration marqu\u00e9e de l’acquisition d’abonn\u00e9s.<\/p>\n

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L’impact d’un passage de la profondeur d’audience de 36% \u00e0 84%<\/p>\n

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x6<\/p>\n

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Taux de conversion (brand)<\/p>\n

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-39%<\/p>\n

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R\u00e9duction du CPC<\/p>\n

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+117%<\/p>\n

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d’abonnements g\u00e9n\u00e9r\u00e9s<\/p>\n

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R\u00e9alis\u00e9 par l’\u00e9quipe In Digital<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_3,1_3,1_3″ module_class=\u00a0\u00bbteam-member__row team-member__row–single-row\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb90%\u00a0\u00bb custom_margin=\u00a0\u00bb100px|auto||auto|false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb75px||||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb50px||||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_team_member name=\u00a0\u00bbLorenzo Ruggio\u00a0\u00bb position=\u00a0\u00bbDirecteur Solutions\u00a0\u00bb 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15px;\u00a0\u00bb custom_css_member_position=\u00a0\u00bbwidth: 50%\u00a0\u00bb border_width_all_image=\u00a0\u00bb3px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_css_member_description_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_member_description_tablet=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: flex;||flex-direction: column;||justify-content: flex-end;||padding: 0 0 10px 10px;\u00a0\u00bb custom_css_member_description_phone=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: flex;||flex-direction: column;||justify-content: flex-end;||padding: 0 0 15px 15px;\u00a0\u00bb][\/et_pb_team_member][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_team_member name=\u00a0\u00bbEleanor Payne\u00a0\u00bb position=\u00a0\u00bbSenior Performance Manager\u00a0\u00bb image_url=\u00a0\u00bbhttps:\/\/indigital.marketing\/wp-content\/uploads\/2023\/09\/Ind-team-new-ellie.png\u00a0\u00bb module_class=\u00a0\u00bbteam-member team-member–magenta team-member–right-text\u00a0\u00bb _builder_version=\u00a0\u00bb4.22.1″ header_font=\u00a0\u00bbNunito Sans|600|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000″ position_font=\u00a0\u00bbNunito Sans||||||||\u00a0\u00bb position_text_color=\u00a0\u00bb#000000″ width=\u00a0\u00bb100%\u00a0\u00bb height=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\u00a0\u00bb custom_css_main_element=\u00a0\u00bbposition:relative;\u00a0\u00bb custom_css_member_image=\u00a0\u00bbwidth:100%!important;||max-width:100%!important;\u00a0\u00bb custom_css_member_description=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: flex;||flex-direction: column;||justify-content: flex-end;||padding: 0 0 15px 15px;\u00a0\u00bb custom_css_member_position=\u00a0\u00bbwidth: 50%\u00a0\u00bb border_width_all_image=\u00a0\u00bb3px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_css_member_description_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_member_description_tablet=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: flex;||flex-direction: column;||justify-content: flex-end;||padding: 0 0 10px 10px;\u00a0\u00bb custom_css_member_description_phone=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: flex;||flex-direction: column;||justify-content: flex-end;||padding: 0 0 15px 15px;\u00a0\u00bb][\/et_pb_team_member][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb4.22.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_team_member name=\u00a0\u00bbGrace Robertson\u00a0\u00bb 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Pr\u00eat \u00e0 am\u00e9liorer votre performance?<\/h2>\n

Contactez notre \u00e9quipe pour en savoir plus sur nos services et d\u00e9couvrir comment nous pouvons aider votre entreprise \u00e0 prosp\u00e9rer.<\/p>\n

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Maximiser la profondeur d’audience transforme la performance m\u00e9dia : Search, Social, Display & AudioThe Independent s’appuyait principalement sur son trafic organique, plus de 100 millions de visites par mois, pour convertir des abonn\u00e9s premium.   Mais malgr\u00e9 cette audience massive, le taux de conversion restait faible et le Paid Media, peu rentable, avait \u00e9t\u00e9 progressivement […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[91],"project_tag":[],"class_list":["post-6005","project","type-project","status-publish","hentry","project_category-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/comments?post=6005"}],"version-history":[{"count":4,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6005\/revisions"}],"predecessor-version":[{"id":6396,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6005\/revisions\/6396"}],"wp:attachment":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/media?parent=6005"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project_category?post=6005"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project_tag?post=6005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}