{"id":13626,"date":"2025-03-25T08:46:56","date_gmt":"2025-03-25T08:46:56","guid":{"rendered":"https:\/\/donutzdigital.com\/?post_type=case_studies&#038;p=13626"},"modified":"2025-06-02T12:17:39","modified_gmt":"2025-06-02T12:17:39","slug":"notoriete-case-study-teads-bompard","status":"publish","type":"case_studies","link":"https:\/\/donutzdigital.com\/fr\/case_studies\/notoriete-case-study-teads-bompard\/","title":{"rendered":"Bompard x Teads : Augmenter sa notori\u00e9t\u00e9 en gardant le contr\u00f4le"},"content":{"rendered":"\n<p>Voici un article case study sur l\u2019accompagnement r\u00e9alis\u00e9 avec Bompard. Nous avons pour cela utilis\u00e9 la plateforme publicitaire Teads pour diffuser une campagne digitale de notori\u00e9t\u00e9 hautement cibl\u00e9e.<\/p>\n\n\n\n<p>L\u2019objectif ? Maximiser la notori\u00e9t\u00e9 de la marque aupr\u00e8s d\u2019une audience qualifi\u00e9e, tout en assurant un environnement premium. Ce case study revient sur la strat\u00e9gie mise en place, les r\u00e9sultats obtenus et les enseignements cl\u00e9s de cette campagne.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Contexte et objectifs<\/strong><\/h2>\n\n\n\n<p>Bompard souhaitait accro\u00eetre sa visibilit\u00e9 aupr\u00e8s d\u2019une audience cibl\u00e9e, tout en maintenant un contr\u00f4le total sur la diffusion et l\u2019image de la marque.<\/p>\n\n\n\n<p>Les principaux objectifs \u00e9taient :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Renforcer la notori\u00e9t\u00e9 de la marque <strong>aupr\u00e8s d\u2019un public nouveau.<\/strong><\/li>\n\n\n\n<li>Maximiser l\u2019attention et l\u2019engagement des formats publicitaires.<\/li>\n\n\n\n<li>Cibler pr\u00e9cis\u00e9ment l\u2019audience avec des crit\u00e8res sociod\u00e9mographiques et comportementaux affin\u00e9s, en s\u00e9lectionnant des \u00e9diteurs ayant une forte affinit\u00e9 avec notre cible, tels que des sites premium du secteur mode &amp; luxe.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Strat\u00e9gie et mise en \u0153uvre<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Ciblage<\/strong><\/h3>\n\n\n\n<p>La campagne s\u2019est d\u00e9roul\u00e9e en deux phases en fin d\u2019ann\u00e9e 2024.<\/p>\n\n\n\n<p>L\u2019audience cible \u00e9tait constitu\u00e9e de femmes d\u2019une certaine tranche d\u2019\u00e2ge, passionn\u00e9es par la mode, la beaut\u00e9 et le luxe, avec une segmentation affin\u00e9e via Teads Audiences et un ciblage contextuel bas\u00e9 sur des contenus de qualit\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Formats publicitaires premium<\/strong><\/h3>\n\n\n\n<p>Gr\u00e2ce \u00e0 Teads Ad Manager, nous avons pu diffuser les annonces sur un inventaire premium avec plusieurs formats interactifs pour capter l\u2019attention :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>inRead Video Square 15s : un format vid\u00e9o carr\u00e9 de 15 secondes qui appara\u00eet au sein des articles lorsqu\u2019un utilisateur fait d\u00e9filer la page.<\/li>\n\n\n\n<li>inRead Scroller Square : un format publicitaire scrollable en format carr\u00e9, qui permet une interaction fluide avec l\u2019utilisateur.<\/li>\n\n\n\n<li>inRead Swipe Carousel : Un format qui permet aux utilisateurs de swiper plusieurs images ou vid\u00e9os dans une m\u00eame publicit\u00e9.<\/li>\n<\/ul>\n\n\n\n<p>L\u2019utilisation de Teads Studio a permis d\u2019optimiser les cr\u00e9as et d\u2019adapter les formats aux meilleures pratiques du march\u00e9, assurant ainsi une performance maximale en visibilit\u00e9 et engagement.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"552\" height=\"1024\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Exemple-pub-Bompard-2-552x1024.png\" alt=\"\" class=\"wp-image-13630\" style=\"width:303px;height:auto\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Exemple-pub-Bompard-2-552x1024.png 552w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Exemple-pub-Bompard-2-162x300.png 162w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/03\/Exemple-pub-Bompard-2.png 656w\" sizes=\"auto, (max-width: 552px) 100vw, 552px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>R\u00e9sultats et performances<\/strong><\/h2>\n\n\n\n<p>2,7M d\u2019impressions ont \u00e9t\u00e9 diffus\u00e9es sur Teads avec une fr\u00e9quence proche de 1, signifiant autant d\u2019utilisateurs touch\u00e9s.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Une visibilit\u00e9 sup\u00e9rieure aux benchmarks<\/strong><\/h3>\n\n\n\n<p>La campagne a surperform\u00e9 par rapport aux standards de l\u2019industrie :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Viewability (Taux de visibilit\u00e9) : 20 points de pourcentage au dessus du benchmark<\/li>\n\n\n\n<li>Completion Rate : 12 points de pourcentage au dessus du benchmark<\/li>\n\n\n\n<li>Mesure de l\u2019attention (APM time) de 1,953s pour la vid\u00e9o et 1,572s pour le display (benchmark 0,572)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Engagement et interaction<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Un VTR 15 points de pourcentage au dessus du benchmark sur les deux temps<\/li>\n\n\n\n<li>Scroller Square a enregistr\u00e9 les meilleurs r\u00e9sultats en In-View Time et en CTR (vs le format Carousel SQ)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Une audience cibl\u00e9e et r\u00e9ceptive<\/strong><\/h3>\n\n\n\n<p>Le profil type des personnes expos\u00e9es correspondait parfaitement aux attentes de la marque :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Femme d\u2019une tranche d\u2019\u00e2ge sp\u00e9cifique<\/li>\n\n\n\n<li>Centres d\u2019int\u00e9r\u00eat divers autour de la mode et du luxe<\/li>\n\n\n\n<li>Ciblage de quelques sites plus premium et performants<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/donutbreaktheinternet.substack.com\/\" rel=\"nofollow noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"341\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-1024x341.png\" alt=\"Newsletter Donut Break The Internet\" class=\"wp-image-13135\" style=\"width:858px;height:auto\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-1024x341.png 1024w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-300x100.png 300w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-768x256.png 768w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-1536x512.png 1536w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2024\/12\/Donut-Break-the-Internet-2048x683.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Enseignements et recommandations<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ce qui a fonctionn\u00e9<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Excellente visibilit\u00e9 et engagement, prouvant la pertinence du ciblage et des formats.<\/li>\n\n\n\n<li>Optimisation cr\u00e9ative via Teads Studio, am\u00e9liorant la performance des annonces.<\/li>\n\n\n\n<li>Diffusion sur un inventaire premium, garantissant un environnement s\u00e9curis\u00e9 et une meilleure attention des utilisateurs.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>Gr\u00e2ce au travail que nous avons effectu\u00e9 sur Teads, Bompard a pu augmenter sa visibilit\u00e9 de mani\u00e8re ma\u00eetris\u00e9e, en assurant une diffusion coh\u00e9rente avec la cible, un ciblage pr\u00e9cis et des performances au-del\u00e0 des benchmarks.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Bompard a renforc\u00e9 sa notori\u00e9t\u00e9 gr\u00e2ce \u00e0 une campagne digitale cibl\u00e9e via Teads. Ce case study d\u00e9taille les strat\u00e9gies, formats publicitaires premium, et r\u00e9sultats obtenus pour maximiser l&#8217;impact et l&#8217;engagement.<\/p>\n","protected":false},"featured_media":13947,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[],"tags":[126],"white_paper_industries":[],"class_list":["post-13626","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","tag-bompard"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13626","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":6,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13626\/revisions"}],"predecessor-version":[{"id":15567,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/case_studies\/13626\/revisions\/15567"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/13947"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=13626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=13626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=13626"},{"taxonomy":"white_paper_industries","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/white_paper_industries?post=13626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}