{"id":1538,"date":"2012-03-27T16:29:00","date_gmt":"2012-03-27T16:29:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/la-publicite-exterieure-interactive-stimule-les-utilisateurs-de-smartphone\/"},"modified":"2012-03-27T16:29:00","modified_gmt":"2012-03-27T16:29:00","slug":"la-publicite-exterieure-interactive-stimule-les-utilisateurs-de-smartphone","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/la-publicite-exterieure-interactive-stimule-les-utilisateurs-de-smartphone\/","title":{"rendered":"La publicit\u00e9 ext\u00e9rieure interactive stimule les utilisateurs de smartphone"},"content":{"rendered":"<p>Plus encore : 74 % des utilisateurs de smartphone auraient d\u00e9j\u00e0 au moins une fois interagi avec une campagne publicitaire ext\u00e9rieure. L\u2019interaction semble\u00a0 logiquement plus efficace si elle r\u00e9sulte en une r\u00e9compense ou une proposition cr\u00e9ative. Toutefois de nombreux utilisateurs de smarthphone ne semblent pas suffisamment inform\u00e9s quant aux possibilit\u00e9s interactives de la publicit\u00e9 ext\u00e9rieure. Les codes QR sont les plus connus et plus utilis\u00e9s, alors que la NFC (Near Field Communication) est encore totalement m\u00e9connue. Bien que le public accueille avec enthousiasme les nouvelles technologies, les annonceurs doivent se rendre compte\u00a0 que toutes ces technologies n\u2019ont pas encore atteint le grand public.\u00a0<\/p>\n<h2>\n<br \/>Compatibilit\u00e9 parfaite<\/h2>\n<p>Selon l\u2019\u00e9tude, la publicit\u00e9 ext\u00e9rieure et le mobile sont parfaitement compatibles : la publicit\u00e9 ext\u00e9rieure peut inciter les utilisateurs de smartphone \u00e0 faire des achats impulsifs. 32 % des utilisateurs de smartphone indiquent avoir chercher online de plus amples informations concernant un produit ou une marque apr\u00e8s avoir vu une publicit\u00e9 ext\u00e9rieure et\u00a0 20% ont effectivement achet\u00e9 le produit en question. Si les marques s\u2019y prennent bien, cette nouvelle interactivit\u00e9 pourra g\u00e9n\u00e9rer une plus grande fid\u00e9lit\u00e9 du client et une publicit\u00e9 positive de bouche \u00e0 oreille, tant online qu\u2019offline. Toutefois les marques devront \u00e9viter les exp\u00e9riences interactives d\u00e9cevantes.<br \/>\u00a0<br \/>La publicit\u00e9 ext\u00e9rieure interactive a bel et bien la cote. Toutefois celle-ci ne sera\u00a0 efficace que si les annonceurs s\u2019adressent au public au bon moment, avec les moyens technologiques appropri\u00e9s et r\u00e9compensent le consommateur de son interactivit\u00e9 avec leur marque.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduit par Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plus encore : 74 % des utilisateurs de smartphone auraient d\u00e9j\u00e0 au moins une fois interagi avec une campagne publicitaire ext\u00e9rieure. L\u2019interaction semble\u00a0 logiquement plus efficace si elle r\u00e9sulte en une r\u00e9compense ou une proposition cr\u00e9ative. Toutefois de nombreux utilisateurs de smarthphone ne semblent pas suffisamment inform\u00e9s quant aux possibilit\u00e9s interactives de la publicit\u00e9 ext\u00e9rieure. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La publicit\u00e9 ext\u00e9rieure interactive stimule les utilisateurs de smartphone - RetailDetail BE<\/title>\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.retaildetail.be\/fr\/news\/m-tail\/la-publicite-exterieure-interactive-stimule-les-utilisateurs-de-smartphone\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La publicit\u00e9 ext\u00e9rieure interactive stimule les utilisateurs de smartphone - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Plus encore : 74 % des utilisateurs de smartphone auraient d\u00e9j\u00e0 au moins une fois interagi avec une campagne publicitaire ext\u00e9rieure. L\u2019interaction semble\u00a0 logiquement plus efficace si elle r\u00e9sulte en une r\u00e9compense ou une proposition cr\u00e9ative. Toutefois de nombreux utilisateurs de smarthphone ne semblent pas suffisamment inform\u00e9s quant aux possibilit\u00e9s interactives de la publicit\u00e9 ext\u00e9rieure. 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