{"id":12257,"date":"2018-11-02T19:16:00","date_gmt":"2018-11-02T19:16:00","guid":{"rendered":"https:\/\/360.agency\/?p=12257\/"},"modified":"2019-02-22T15:58:32","modified_gmt":"2019-02-22T15:58:32","slug":"entrevue-avec-safwan-choudhry-la-programmatique-est-le-futur-du-marketing-digital","status":"publish","type":"post","link":"https:\/\/360.agency\/fr\/blog\/entrevue-avec-safwan-choudhry-la-programmatique-est-le-futur-du-marketing-digital\/","title":{"rendered":"360.Interview &#8211; Entretien avec Safwan Choudhry &#8211; La programmatique est le futur du marketing digital"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/6&Prime;][vc_single_image image=\u00a0\u00bb11547&Prime; img_size=\u00a0\u00bb100&#215;100&Prime;][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb5\/6&Prime; css=\u00a0\u00bb.vc_custom_1527799440391{padding-left: 30px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbSafwan Choudhry\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:left|color:%23e14940&Prime; google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550512560563{margin-bottom: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb border_width=\u00a0\u00bb2&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1527799485597{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 8px !important;padding-bottom: 8px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbDirecteur M\u00e9dia &#8211; Ontario\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:16px|text_align:left\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550512566930{margin-top: 0px !important;padding-top: 0px !important;}\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_video link=\u00a0\u00bbhttps:\/\/youtu.be\/q8yMgSM4SG0&Prime; align=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column css=\u00a0\u00bb.vc_custom_1550851097529{margin-right: 0px !important;margin-left: 0px !important;padding-right: 20px !important;padding-left: 20px !important;}\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb border_width=\u00a0\u00bb3&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1541189781167{margin-bottom: 15px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbCibler les bonnes personnes en utilisant<br \/>\nune m\u00e9thodologie intelligente\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:center|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550851022368{margin-top: 0px !important;margin-right: 0px !important;margin-left: 0px !important;border-right-width: 0px !important;border-left-width: 0px !important;padding-top: 0px !important;padding-right: 0px !important;padding-left: 0px !important;}\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column offset=\u00a0\u00bbvc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs\u00a0\u00bb][vc_row_inner][vc_column_inner][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb border_width=\u00a0\u00bb3&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1541189781167{margin-bottom: 15px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbCibler les bonnes personnes en utilisant une m\u00e9thodologie intelligente\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:center|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550512590777{margin-top: 0px !important;padding-top: 0px !important;}\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_column_text css=\u00a0\u00bb.vc_custom_1541603555244{margin-bottom: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb]<span style=\"font-family: Roboto;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-10848\" src=\"https:\/\/360.agency\/wp-content\/uploads\/2018\/03\/icon_rouge_quote.png\" alt=\"\" width=\"23\" height=\"20\" \/>\u00a0Maintenant que de nombreuses personnes naviguent dans ce domaine difficile qu\u2019est la publicit\u00e9 sur \u00e9cran, la programmatique est devenue une strat\u00e9gie de premier plan pour de nombreux annonceurs intelligents. Vous voyez, il y a 10\u00a0000 fa\u00e7ons diff\u00e9rentes de d\u00e9penser 10\u00a0000\u00a0$. Cependant, ce qui nous int\u00e9resse davantage, c\u2019est de d\u00e9penser de l\u2019argent intelligent pour cibler les bonnes personnes en utilisant une m\u00e9thodologie intelligente. La programmatique est le moyen de le faire.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bb\u00ab\u00a0La programmatique est l\u2019un des outils publicitaires les plus puissants\u00ab\u00a0\u00a0\u00bb font_container=\u00a0\u00bbtag:h3|font_size:20px|text_align:center|color:%234a4a4a|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]<span style=\"font-family: Roboto;\">Nous avons la chance d\u2019avoir un partenaire interne comme Fidelitix, qui est l\u2019un des principaux acheteurs de programmes publicitaires au Canada. C\u2019est l\u2019une de nos particularit\u00e9s\u00a0: nous sommes les seuls \u00e0 poss\u00e9der un programme propri\u00e9taire appel\u00e9 banni\u00e8re. En quelques millisecondes, nous pouvons produire des annonces dynamiques en temps r\u00e9el pour cibler les personnes en fonction des v\u00e9hicules qui les int\u00e9ressent, des mod\u00e8les et des tendances. Nous avons \u00e9galement la plus grande base de donn\u00e9es photographique sur chaque mod\u00e8le, chaque garniture et chaque v\u00e9hicule en particulier.<\/span><\/p>\n<p><span style=\"font-family: Roboto;\">Si vous regardez une Hyundai Tucson bleue ou une Volkswagen Atlas\u00a02018 noire, nous pouvons vous cibler avec un certain niveau de prix, avec ce v\u00e9hicule sp\u00e9cifique. Si un client a une promotion sp\u00e9ciale sur un v\u00e9hicule \u00e0 venir et qu\u2019il a sa propre Mercedes\u00a0C300 avec laquelle il souhaite vendre son v\u00e9hicule en fin d\u2019ann\u00e9e, nous pouvons concevoir une campagne programmatique particuli\u00e8re avec une offre sp\u00e9cifique et cibler tous les clients potentiels de notre base de donn\u00e9es. Nous pouvons faire une liste d\u2019audience personnalis\u00e9e, ou encore cibler en fonction de la g\u00e9ographie, des comportements. Plus particuli\u00e8rement encore ceux qui ach\u00e8tent des signaux lorsque le client est dans son nouveau processus d\u2019achat de voiture ou dans son parcours d\u2019achat de voiture d\u2019occasion.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=\u00a0\u00bb\u00ab\u00a0Nous croyons en l\u2019encouragement et l\u2019autonomisation de nos clients\u00ab\u00a0\u00a0\u00bb font_container=\u00a0\u00bbtag:h3|font_size:20px|text_align:center|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]<\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: Roboto;\">Le deuxi\u00e8me composant qui rend cette strat\u00e9gie programmatique particuli\u00e8rement puissante utilise des API int\u00e9gr\u00e9es tr\u00e8s puissantes qui se connectent directement \u00e0 votre inventaire pr\u00e9poss\u00e9d\u00e9. Connaissant l\u2019inventaire des clients, nous pouvons r\u00e9ellement diffuser des annonces cibl\u00e9es pour ces v\u00e9hicules sp\u00e9cifiques. Cela vous aide \u00e0 prendre votre inventaire pr\u00e9propre sur votre site Web et \u00e0 le mettre en contact avec vos clients potentiels, peu importe o\u00f9 ils se trouvent. Avant qu\u2019ils n\u2019arrivent sur votre site Web, vous avez la possibilit\u00e9 de consulter votre inventaire en fonction de leurs signaux d\u2019achat et de notre d\u00e9ploiement strat\u00e9gique de nos annonces programmatiques.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: Roboto;\">La programmatique est en train de devenir tr\u00e8s rapidement l\u2019un des outils les plus puissants de la bo\u00eete \u00e0 outils des annonceurs intelligents. Nous sommes particuli\u00e8rement chanceux avec notre programme propri\u00e9taire via notre partenaire interne, Fidelitex. Fidelitex est l\u2019une des principales plateformes de publicit\u00e9 au Canada. Notre strat\u00e9gie de programmation par fid\u00e9lit\u00e9 nous a permis de cibler le bon client en quelques millisecondes, en utilisant notre banni\u00e8re pour cr\u00e9er des annonces dynamiques en quelques millisecondes.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: Roboto;\">Ceci est un changement de jeu. Nous avons l\u2019une des plus grandes bases de donn\u00e9es de photos de tous les mod\u00e8les, marques et garnitures. Nous pouvons r\u00e9ellement cibler les gens en fonction d\u2019un v\u00e9hicule sp\u00e9cifique, dans une couleur pr\u00e9cise et une garniture sp\u00e9cifique en quelques millisecondes. Comment ? Gr\u00e2ce au comportement que les clients potentiels nous ont montr\u00e9. S\u2019ils ont manifest\u00e9 leur int\u00e9r\u00eat pour une berline bleue \u00e0 travers une offre sp\u00e9ciale, nous pouvons les cibler avec une offre sur ce type pr\u00e9cis de v\u00e9hicule.<\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_custom_heading text=\u00a0\u00bb\u00ab\u00a0Nous fournissons des solutions publicitaires sur mesure \u00e0 nos clients\u00ab\u00a0\u00a0\u00bb font_container=\u00a0\u00bbtag:h3|font_size:20px|text_align:center|line_height:24px\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:500%20bold%20regular%3A500%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text css=\u00a0\u00bb.vc_custom_1541450424876{margin-bottom: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb]<span style=\"font-family: Roboto;\">C\u2019est un proc\u00e9d\u00e9 unique dans l\u2019espace et nous constatons une conversion beaucoup plus \u00e9lev\u00e9e. <\/span><span style=\"font-family: Roboto;\">Il\u00a0y\u00a0a\u00a0un taux de clics accru, donc, nous voyons des ventes augment\u00e9es et des distributeurs plus heureux.<\/span><\/p>\n<p><span style=\"font-family: Roboto;\">Ce qui est unique dans notre strat\u00e9gie ? Nous ne croyons pas en la n\u00e9cessit\u00e9 de forcer nos ventes. Notre philosophie est d\u2019enrichir et d\u2019autonomiser nos clients, en leur fournissant les ressources n\u00e9cessaires pour prendre la d\u00e9cision la plus intelligente. C\u2019est ce qui a fait notre succ\u00e8s ! Nos clients prennent des d\u00e9cisions beaucoup plus \u00e9clair\u00e9es, perspicaces et intelligentes, ce qui nous permet de leur fournir les solutions les plus adapt\u00e9es. <img decoding=\"async\" class=\"alignnone size-full wp-image-10847\" src=\"https:\/\/360.agency\/wp-content\/uploads\/2018\/03\/icon_rouge_quote_right.png\" alt=\"\" width=\"23\" height=\"20\" \/><br \/>\n<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb60px\u00a0\u00bb][vc_row_inner][vc_column_inner][vc_btn title=\u00a0\u00bbContactez-nous pour plus d&rsquo;information\u00a0\u00bb style=\u00a0\u00bbclassic\u00a0\u00bb shape=\u00a0\u00bbsquare\u00a0\u00bb color=\u00a0\u00bbjuicy-pink\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb link=\u00a0\u00bburl:https%3A%2F%2F360.agency%2Ffr%2Fcontactez-nous%2F||target:%20_blank|\u00a0\u00bb el_class=\u00a0\u00bbbutton_primary\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb100px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div><!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=\u00a0\u00bb1\/6&Prime;][vc_single_image image=\u00a0\u00bb11547&Prime; img_size=\u00a0\u00bb100&#215;100&Prime;][\/vc_column_inner][vc_column_inner width=\u00a0\u00bb5\/6&Prime; css=\u00a0\u00bb.vc_custom_1527799440391{padding-left: 30px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbSafwan Choudhry\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:20px|text_align:left|color:%23e14940&Prime; google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_primary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550512560563{margin-bottom: 0px !important;padding-bottom: 0px !important;}\u00a0\u00bb][vc_separator color=\u00a0\u00bbcustom\u00a0\u00bb align=\u00a0\u00bbalign_left\u00a0\u00bb border_width=\u00a0\u00bb2&Prime; el_width=\u00a0\u00bb10&Prime; accent_color=\u00a0\u00bb#e14940&Prime; css=\u00a0\u00bb.vc_custom_1527799485597{margin-top: 0px !important;margin-bottom: 0px !important;padding-top: 8px !important;padding-bottom: 8px !important;}\u00a0\u00bb][vc_custom_heading text=\u00a0\u00bbDirecteur M\u00e9dia &#8211; Ontario\u00a0\u00bb font_container=\u00a0\u00bbtag:div|font_size:16px|text_align:left\u00a0\u00bb google_fonts=\u00a0\u00bbfont_family:Roboto%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C500%2C500italic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal\u00a0\u00bb el_class=\u00a0\u00bbtitle_secondary\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1550512566930{margin-top: 0px !important;padding-top: 0px !important;}\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner][vc_video link=\u00a0\u00bbhttps:\/\/youtu.be\/q8yMgSM4SG0&Prime; align=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column css=\u00a0\u00bb.vc_custom_1550851097529{margin-right: 0px !important;margin-left: 0px !important;padding-right: 20px !important;padding-left: &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/360.agency\/fr\/blog\/entrevue-avec-safwan-choudhry-la-programmatique-est-le-futur-du-marketing-digital\/\" class=\"more-link\">Continuer la lecture<span class=\"screen-reader-text\"> de &laquo;&nbsp;360.Interview &#8211; Entretien avec Safwan Choudhry &#8211; La programmatique est le futur du marketing digital&nbsp;&raquo;<\/span><\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":26,"featured_media":12344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[235,229],"tags":[],"class_list":["post-12257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-360-experts","category-360-interview"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>360.Agency &#8226; 360.Interview - Entretien avec Safwan Choudhry - La programmatique est le futur du marketing digital<\/title>\n<meta name=\"description\" content=\"\u00c9coutez l&#039;expertise de Safwan Choudhry, notre Directeur M\u00e9dia de l&#039;Ontario. 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