{"id":1263,"date":"2017-11-16T18:12:00","date_gmt":"2017-11-16T22:12:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1263"},"modified":"2022-05-24T18:13:16","modified_gmt":"2022-05-24T22:13:16","slug":"no-fake-news-le-podcast-un-format-qui-seduit-les-annonceurs","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/no-fake-news-le-podcast-un-format-qui-seduit-les-annonceurs\/","title":{"rendered":"NO FAKE NEWS : LE PODCAST, UN FORMAT QUI S\u00c9DUIT LES ANNONCEURS"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">J\u2019aime bien suivre l\u2019actualit\u00e9, mais je dois vous avouer manquer parfois de temps. Mon copain est, lui, plus rigoureux. Il appr\u00e9cie d\u2019ailleurs souvent (parfois trop) partager avec moi ses d\u00e9couvertes. Il se tient notamment inform\u00e9 gr\u00e2ce \u00e0 divers&nbsp;<em>podcasts<\/em>&nbsp;th\u00e9matiques qu\u2019il \u00e9coute religieusement chaque semaine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Je dois vous avouer \u00eatre plut\u00f4t novice en ce qui concerne les podcasts. Depuis plusieurs ann\u00e9es, j\u2019avais bien remarqu\u00e9 la popularit\u00e9 grandissante du ph\u00e9nom\u00e8ne. Or, je ne comprenais pas tout \u00e0 fait l\u2019int\u00e9r\u00eat du concept. Quel avantage y a-t-il \u00e0 \u00e9couter une \u00e9mission de radio pr\u00e9enregistr\u00e9e?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">J\u2019ai r\u00e9cemment d\u00e9couvert la v\u00e9ritable essence des&nbsp;<em>podcasts<\/em>.&nbsp;<em>Grosso modo<\/em>, il s\u2019agit de blogues audio p\u00e9riodiques qui sont offerts gratuitement aux t\u00e9l\u00e9spectateurs via diverses plateformes num\u00e9riques. Les \u00e9pisodes sont habituellement articul\u00e9s autour d\u2019un champ d\u2019expertise pr\u00e9cis (politique am\u00e9ricaine, histoire, investissements, cin\u00e9ma, etc.). Leur format varie quelque peu (entrevues avec des pan\u00e9listes invit\u00e9s, conf\u00e9rences, \u00e9missions de radio, de t\u00e9l\u00e9vision, etc.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Apr\u00e8s quelques \u00e9coutes d\u2019un&nbsp;<em>podcast<\/em>&nbsp;traitant de cin\u00e9ma, j\u2019ai \u00e9t\u00e9 s\u00e9duite. Pas seulement d\u2019un point de vue personnel, mais aussi d\u2019un point de vue professionnel&nbsp;: les&nbsp;<em>podcasts<\/em>&nbsp;pr\u00e9sentent de superbes opportunit\u00e9s de marketing num\u00e9rique!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Concr\u00e8tement, deux principales strat\u00e9gies s\u2019offrent aux compagnies qui souhaiteraient tirer profit de ce canal&nbsp;de communication :<\/p>\n\n\n\n<ol class=\"wp-block-list\" style=\"font-size:13px\"><li>Cr\u00e9er son propre\u00a0<em>podcast<\/em>\u00a0th\u00e9matique, ce qui permet de cr\u00e9er et diffuser un contenu en lien avec le domaine d\u2019activit\u00e9s de son entreprise;<\/li><li>Parrainer des\u00a0<em>podcasts<\/em>; c\u2019est-\u00e0-dire s\u2019y associer en le commanditant ou en pla\u00e7ant de la publicit\u00e9 lors des \u00e9pisodes.<br><\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Si elles varient en termes d\u2019implication et de co\u00fbts, les deux strat\u00e9gies visent \u00e0\u00a0<strong>cr\u00e9er une relation avec la marque<\/strong>\u00a0et b\u00e9n\u00e9ficient pour ce faire des avantages suivants des podcasts :<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>Les auditeurs constituent une communaut\u00e9 d\u2019int\u00e9r\u00eat&nbsp;:&nbsp;<\/strong>chaque podcast traite typiquement d\u2019un sujet plut\u00f4t nich\u00e9, ce qui fait de son auditoire un groupe, dans un certain sens, relativement homog\u00e8ne. Une entreprise peut ainsi plus facilement cibler un&nbsp;<em>podcast&nbsp;<\/em>en fonction de son auditoire et d\u00e9velopper une campagne cibl\u00e9e et exclusive.<\/li><li><strong>Le message est plus cr\u00e9dible&nbsp;:<\/strong>&nbsp;lors du placement d\u2019annonces, ce sont habituellement les animateurs eux-m\u00eames qui dictent le message publicitaire. Ces derniers jouissent d\u2019une cr\u00e9dibilit\u00e9 certaine aupr\u00e8s de leurs auditeurs. Cet endossement impacte donc positivement l\u2019annonce du commanditaire.&nbsp;<\/li><li><strong>Les auditeurs font preuve d\u2019une meilleure \u00e9coute du message :&nbsp;<\/strong>on n\u2019\u00e9coute pas un&nbsp;<em>podcast<\/em>&nbsp;aussi distraitement que l\u2019on peut \u00e9couter la radio, la t\u00e9l\u00e9 ou naviguer sur le web. Puisque les auditeurs des&nbsp;<em>podcasts<\/em>&nbsp;sont les \u00ab&nbsp;demandeurs&nbsp;\u00bb du contenu, ils y sont donc particuli\u00e8rement attentifs. Le contenu publicitaire est ainsi plus facile \u00e0 consommer et le message, davantage assimil\u00e9.&nbsp;<\/li><li><strong>Les auditeurs sont joignables en tout temps&nbsp;:<\/strong>&nbsp;les&nbsp;<em>podcasts<\/em>&nbsp;peuvent \u00eatre pr\u00e9-t\u00e9l\u00e9charg\u00e9s et \u00e9cout\u00e9s hors ligne. Ils peuvent ainsi \u00eatre \u00e9cout\u00e9s via une vari\u00e9t\u00e9 de plateformes et \u00e0 diff\u00e9rents moments (au travail, en transport, \u00e0 la maison, etc.).<\/li><li><strong>Un retour sur investissement appr\u00e9ciable<\/strong>&nbsp;: les co\u00fbts associ\u00e9s \u00e0 ce type de communication sont habituellement peu \u00e9lev\u00e9s. L\u2019enregistrement d\u2019un podcast ne n\u00e9cessite, dans l\u2019absolu, que du temps et un minimum d\u2019\u00e9quipement d\u2019enregistrement. L\u2019annonce pendant un \u00e9pisode est, quant \u00e0 elle, souvent bien moins dispendieuse qu\u2019une publicit\u00e9 radio, t\u00e9l\u00e9, voire web.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Bien s\u00fbr, la cl\u00e9 de cette plateforme communicationnelle r\u00e9side dans l\u2019ad\u00e9quation du contenu du\u00a0<em>podcast\u00a0<\/em>\u00e0 la proposition de la marque. Il faut rechercher des partenariats naturels, qui ont du sens pour les auditeurs. Un partenariat de mauvais go\u00fbt ou une trop grande distance avec le sujet n\u2019aurait pas l\u2019impact attendu.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Ce serait un peu comme, disons, nommer un dirigeant climato-sceptique \u00e0 la t\u00eate d\u2019une agence d\u00e9di\u00e9e \u00e0 la protection de l\u2019environnement. Certains le font, mais il y a fort \u00e0 parier que \u00e7a ne m\u00e8nera pas aux r\u00e9sultats les plus probants\u2026<\/p>","protected":false},"excerpt":{"rendered":"<p>J&rsquo;aime bien suivre l&rsquo;actualit\u00e9, mais je dois vous avouer manquer parfois de temps. Mon copain est, lui, plus rigoureux. Il appr\u00e9cie d&rsquo;ailleurs souvent (parfois trop) partager avec moi ses d\u00e9couvertes. Il se tient notamment inform\u00e9 gr\u00e2ce \u00e0 divers podcasts th\u00e9matiques qu&rsquo;il \u00e9coute religieusement chaque semaine. Je dois vous avouer \u00eatre plut\u00f4t novice en ce qui concerne les podcasts. Depuis plusieurs ann\u00e9es, j&rsquo;avais bien remarqu\u00e9 la popularit\u00e9 grandissante du ph\u00e9nom\u00e8ne. Or, je ne comprenais pas tout \u00e0 fait l&rsquo;int\u00e9r\u00eat du concept. Quel avantage y a-t-il \u00e0 \u00e9couter une \u00e9mission de radio pr\u00e9enregistr\u00e9e?<\/p>","protected":false},"author":13,"featured_media":1264,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evaluations-publicitaires-et-communicationnelles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>NO FAKE NEWS : LE PODCAST, UN FORMAT QUI S\u00c9DUIT LES ANNONCEURS - Ad Hoc Recherche<\/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.adhoc-recherche.com\/en\/no-fake-news-le-podcast-un-format-qui-seduit-les-annonceurs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NO FAKE NEWS : LE PODCAST, UN FORMAT QUI S\u00c9DUIT LES ANNONCEURS - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"J&#039;aime bien suivre l&#039;actualit\u00e9, mais je dois vous avouer manquer parfois de temps. 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