[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Dans un contexte de saturation publicitaire, les marques doivent redoubler de cr\u00e9ativit\u00e9 pour capter l’attention<\/b> de leur audience. Pour varier des formats publicitaires classiques, les banni\u00e8res display peuvent d\u00e9sormais \u00eatre interactives et m\u00eame jouables. C’est ce que l’on appelle les Playable Ads<\/a>, un format publicitaire de Playable marketing qui consiste \u00e0 gamifier ses banni\u00e8res publicitaires pour les rendre plus captivantes, engageantes et m\u00e9morables.<\/span><\/p>\n Dans cet article, nous allons donc nous int\u00e9resser aux publicit\u00e9s jouables et aux nombreux avantages<\/b> qu’elles peuvent offrir \u00e0 votre marque. Nous vous partageons \u00e9galement des exemples concrets dont vous pourrez vous inspirer et des conseils pratiques pour dynamiser votre strat\u00e9gie publicitaire !<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||-3px||false|false” global_colors_info=”{}”]<\/p>\n Les Playable Ads, ou publicit\u00e9s jouables<\/strong>, sont un format publicitaire interactif<\/strong> con\u00e7u pour capter l’attention de l’audience en lui offrant une exp\u00e9rience ludique. En s’inspirant des codes du jeu vid\u00e9o, ce format engage les utilisateurs en les incitant \u00e0 interagir activement avec le contenu, que ce soit pour r\u00e9soudre un d\u00e9fi, explorer un univers ou accomplir une t\u00e2che. <\/span><\/p>\n Contrairement aux banni\u00e8res statiques traditionnelles, les Playable Ads<\/a> transforment une interaction passive en une exp\u00e9rience immersive, o\u00f9 l’utilisateur devient acteur. Cette participation active stimule l’attention et favorise une meilleure m\u00e9morisation du message, augmentant ainsi les chances de conversion et renfor\u00e7ant l’impact global de la campagne publicitaire.<\/span><\/p>\n En jouant sur le plaisir de l’interaction, ce format publicitaire am\u00e9liore non seulement l’engagement, mais aussi des indicateurs cl\u00e9s comme le taux de clic et le temps pass\u00e9 avec la marque.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n To assess the effectiveness of a Playable Ads campaign, several key performance indicators (KPIs) are used to measure both the traffic generated and the level of engagement. These KPIs include: <\/span><\/p>\n These indicators show that Playable Ads are particularly effective at capturing attention, engaging users and maximising the impact of campaigns.<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”243.8px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Playable advertising comes in different display formats<\/b>. Each can be adapted to different display distribution networks: <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2024\/10\/formats-diffusion-playable-ads.webp” alt=”formats diffusion playable ads” title_text=”formats-diffusion-playable-ads” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”86%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n En fonction des objectifs qu’elle s’est fix\u00e9s, la marque pourra choisir une m\u00e9canique de publicit\u00e9 jouable adapt\u00e9e<\/a>. Par exemple :<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”518.3px” custom_margin=”||0px||false|false” custom_padding=”||0px|||” global_colors_info=”{}”]<\/p>\n Comme n’importe quel format de publicit\u00e9 classique, la Playable Ads permet aux marques de g\u00e9n\u00e9rer des leads<\/b> et de convertir de nouveaux clients<\/a> en mettant en avant ses produits et services et en soulignant sa proposition de valeur.\u00a0<\/span><\/p>\n Les publicit\u00e9s jouables permettent de r\u00e9pondre \u00e0 des enjeux marketing strat\u00e9giques<\/a> des enseignes. Voici les objectifs principaux des Playable Ads :<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font=”Montserrat|300|||||||” text_text_color=”#000000″ text_font_size=”30px” header_2_font=”|300|||||||” header_2_font_size=”25px” header_2_line_height=”1.2em” text_orientation=”center” custom_margin=”|0px|||false|false” custom_margin_tablet=”” custom_margin_phone=”57px|0px||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_button button_url=”https:\/\/staging.adictiz.com\/demo\/” button_text=”Request a demo” button_alignment=”center” _builder_version=”4.27.2″ _module_preset=”default” custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0092ff” button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”0px” button_font=”Montserrat|700|||||||” button_icon=”||fa||900″ button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||105px||false|false” custom_padding=”8px|40px|8px|50px|false|false” global_colors_info=”{}” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#0092ff” button_bg_enable_color__hover=”on”][\/et_pb_button][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Avant de vous lancer dans le Playable Advertising<\/a>, vous pouvez vous inspirer des exemples suivants :\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||51px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n\n
What are Playable Ads? <\/strong><\/h2>\n
Playable Ads KPI’s<\/strong><\/h3>\n
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The different display formats for Playable Ads<\/strong><\/h3>\n
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The different mechanics of Playable Ads<\/strong><\/h3>\n
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What are the objectives of playable advertising? <\/h2>\n
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<\/ol>\n
Reconcile consumers with<\/span> digital advertising<\/strong><\/h2>\n
5 examples of playable advertising to inspire you <\/h2>\n
1. Raise your profile<\/strong><\/h3>\n