{"id":7634,"date":"2025-09-08T18:24:54","date_gmt":"2025-09-08T18:24:54","guid":{"rendered":"https:\/\/thinkvia.be\/?p=7634"},"modified":"2025-09-08T18:53:10","modified_gmt":"2025-09-08T18:53:10","slug":"la-tv-et-la-radio-performent-aussi-bien-en-haut-quen-bas-du-funnel","status":"publish","type":"post","link":"https:\/\/thinkvia.be\/fr\/la-tv-et-la-radio-performent-aussi-bien-en-haut-quen-bas-du-funnel\/","title":{"rendered":"La TV et la Radio performent aussi bien en haut qu&rsquo;en bas du funnel"},"content":{"rendered":"\n<p class=\"has-black-color has-text-color has-link-color wp-elements-e2bccb7413d34c41b1ef63243b9bf36a wp-block-paragraph\"><strong>Il est parfois simple de cat\u00e9goriser les m\u00e9dias suivant deux cat\u00e9gories : ceux qui aident \u00e0 renforcer le brand building et ceux qui servent \u00e0 cr\u00e9er de l&rsquo;activation. La r\u00e9alit\u00e9 du mediaplanning n&rsquo;est bien s\u00fbr pas aussi binaire. Des m\u00e9dias efficaces dans le haut du funnel peuvent aussi \u00eatre d&rsquo;excellents vecteurs d&rsquo;activation. Et inversement. C&rsquo;est ce que Andrew Tindall, SVP Marketing Effectiveness at System 1, nous a montr\u00e9 lors du UBA Media Date le 26 ao\u00fbt dernier.<\/strong><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-1331f173a9e245603dd1d72fcbc4a21c wp-block-paragraph\">L&rsquo;\u00e9tude de System 1 \u00ab\u00a0<a href=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/System-1-and-Effie-The-Creative-Dividend.pdf\" data-type=\"link\" data-id=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/System-1-and-Effie-The-Creative-Dividend.pdf\">The Creative Dividend<\/a>\u00a0\u00bb commence par \u00e9tablir un constat : une majorit\u00e9 de marketeers manquent de confiance en eux pour obtenir des r\u00e9sultats. Cons\u00e9quence logique, ils privil\u00e9gient la chasse aux clicks, au reach et \u00e0 la conversion. Et ils consid\u00e8rent la cr\u00e9ativit\u00e9 comme un risque. Bref, la plupart des marketeers sous-\u00e9valuent les b\u00e9n\u00e9fices de la cr\u00e9ativit\u00e9 et sur\u00e9valuent le ciblage.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-04c0004608e67fb49724cd403e39355a wp-block-paragraph\">C&rsquo;est ce constat qui a amen\u00e9 System 1 \u00e0 analyser en d\u00e9tails les r\u00e9sultats de plus de 1.200 cases Effie, en Europe, UK et aux USA, sur une p\u00e9riode allant de 2007 \u00e0 2023. Une base extr\u00eamement solide donc pour \u00e9tablir des constats percutants.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"964\" height=\"516\" src=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/Capture-decran-2025-09-08-a-18.27.12.png\" alt=\"\" class=\"wp-image-7645\" srcset=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/Capture-decran-2025-09-08-a-18.27.12.png 964w, https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/Capture-decran-2025-09-08-a-18.27.12-300x161.png 300w, https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/Capture-decran-2025-09-08-a-18.27.12-768x411.png 768w\" sizes=\"auto, (max-width: 964px) 100vw, 964px\" \/><\/figure>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-201f075c33750f7a90b6e3574c8ad5a9 wp-block-paragraph\">Attardons-nous ici sur le mapping pla\u00e7ant chaque touchpoint sur deux axes : ceux qui boostent le brand building en abscisses, et ceux qui d\u00e9livrent de la performance \u00e0 court terme (&lt; 6 mois) en ordonn\u00e9es. Andrew Tindall isole ensuite les \u00ab\u00a0super touchpoints\u00a0\u00bb, ceux qui parviennent \u00e0 performer aussi bien dans le haut que dans le bas du funnel. Pas \u00e9tonnant d&rsquo;y retrouver la T\u00e9l\u00e9vision, dont on conna\u00eet depuis longtemps la capacit\u00e9 \u00e0 d\u00e9velopper l&rsquo;image des marques, et aussi \u00e0 activer des ventes. De m\u00eame, la Radio est souvent utilis\u00e9e comme levier d&rsquo;activation des ventes, mais se r\u00e9v\u00e8le \u00e9galement \u00eatre un excellent touchpoint pour le brand building, entre autres au travers du visual transfer, mais pas que.<\/p>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-file with-form\"><a id=\"wp-block-file--media-7ac86419-10a1-4334-8515-d00a368cda67\" href=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/VIA-Power-slides-2025-6.pptx\">VIA Power slides 2025-6<\/a><a href=\"https:\/\/thinkvia.be\/wp-content\/uploads\/2025\/09\/VIA-Power-slides-2025-6.pptx\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-7ac86419-10a1-4334-8515-d00a368cda67\">T\u00e9l\u00e9charger<\/a><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il est parfois simple de cat\u00e9goriser les m\u00e9dias suivant deux cat\u00e9gories : ceux qui aident \u00e0 renforcer le brand building et ceux qui servent \u00e0 cr\u00e9er de l&rsquo;activation. La r\u00e9alit\u00e9 du mediaplanning n&rsquo;est bien s\u00fbr pas aussi binaire. Des m\u00e9dias&#8230;<\/p>\n","protected":false},"author":3,"featured_media":7635,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1,46],"tags":[],"class_list":["post-7634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-video-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/posts\/7634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/comments?post=7634"}],"version-history":[{"count":5,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/posts\/7634\/revisions"}],"predecessor-version":[{"id":7676,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/posts\/7634\/revisions\/7676"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/media\/7635"}],"wp:attachment":[{"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/media?parent=7634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/categories?post=7634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thinkvia.be\/fr\/wp-json\/wp\/v2\/tags?post=7634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}