{"id":19110,"date":"2017-12-12T17:28:01","date_gmt":"2017-12-12T16:28:01","guid":{"rendered":"https:\/\/www.adventori.com\/fr\/?p=19110"},"modified":"2018-01-29T16:40:44","modified_gmt":"2018-01-29T15:40:44","slug":"foodora-2","status":"publish","type":"post","link":"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/cas-clients\/foodora-2\/","title":{"rendered":"Foodora"},"content":{"rendered":"<div class=\"row\"><div class=\"col-xs-12\"><div class=\"row\"><div class=\"col-sm-6\"><h4><strong>Contexte<\/strong><\/h4><ul><li>Campagnes d\u2019acquisition et de retargeting internationales et multilingues, op\u00e9r\u00e9es dans 8 langues et dans 10 pays (du Canada \u00e0 l\u2019Australie, en passant par de nombreux pays europ\u00e9ens)<\/li><li>Desktop, web-mobile et in-app<\/li><li>Multi-variant testing du design des banni\u00e8res et des sc\u00e9narios<\/li><li>Donn\u00e9es utilis\u00e9es\u00a0: historique de navigation, g\u00e9olocalisation, langue, wording et images, horaires d\u2019ouvertures et localisation de plus de 8000 restaurants<\/li><li>Rapports statistique \u00ab\u00a0impression level\u00a0\u00bb int\u00e9grant le co\u00fbt d\u2019acquisition<\/li><\/ul><\/div><div class=\"col-sm-1\"><p>&nbsp;<\/p><\/div><div class=\"col-sm-5\"><p>&nbsp;<\/p><div class=\"row\"><div class=\"col-xs-6\"><p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/foodora.png\" alt=\"\" width=\"143\" height=\"25\" class=\"wp-image-16516 aligncenter\" \/><\/p><\/div><div class=\"col-xs-6\"><p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/the_trade_desk.png\" alt=\"\" width=\"1239\" height=\"156\" class=\"wp-image-19112 size-full aligncenter\" \/><\/p><\/div><\/div><\/div><\/div><\/div><\/div><hr \/><div class=\"row\"><div class=\"col-xs-12\"><h4><strong>Objectifs et Enjeux<\/strong><o:p><\/o:p><\/h4><p>&nbsp;<\/p><p><strong>Internalisation de la strat\u00e9gie digitale de foodora, construction d\u2019une organisation \u00ab\u00a0in house\u00a0\u00bb <\/strong><strong>\u00a0<\/strong><\/p><p>L\u2019entreprise de service de livraison s\u2019adjoint les services de l\u2019ad server data-driven creatif ADventori et du DSP The Trade Desk pour op\u00e9rer ses campagnes en programmatique.<span style=\"text-decoration: line-through;\"> <\/span><\/p><p>&nbsp;<\/p><p><strong>Branding &amp; identit\u00e9 visuelle de foodora <\/strong><strong>\u00a0<\/strong><\/p><p>L\u2019identit\u00e9 de marque de foodora est tr\u00e8s visuelle et se veut facilement identifiable, quel que soit le support de communication et le pays. Pour garantir cette coh\u00e9rence et capitaliser sur cette forte image de marque\u00a0:<\/p><ul><li>Un design de banni\u00e8re particuli\u00e8rement soign\u00e9.<\/li><li>Les images \u00ab\u00a0produits\u00a0\u00bb (les plats des diff\u00e9rents restaurants) plac\u00e9s au centre de toutes les actions de communication.<\/li><\/ul><p>&nbsp;<\/p><p><strong>Transparence, mesure et performance cr\u00e9a<\/strong><strong>\u00a0<\/strong><\/p><p>Les cl\u00e9s de la collaboration entre ADventori et foodora repose sur la capacit\u00e9 d\u2019ADventori \u2013 agnostique \u00e0 l\u2019\u00e9cosyst\u00e8me publicitaire \u2013 d\u2019apporter de la transparence dans l\u2019analyse des campagnes.<\/p><p>L\u2019ad server connect\u00e9 d\u2019une part au trading desk de la marque, et de l\u2019autre, \u00e0 ses sources de donn\u00e9es, permet d\u2019unifier cr\u00e9a, data et m\u00e9dia afin de mesurer la performance compl\u00e8te de chaque impression.<\/p><\/div><\/div><p>&nbsp;<\/p><hr \/><div class=\"row\"><div class=\"col-xs-12\"><p>&nbsp;<\/p><h4><strong>Solution D\u00e9ploy\u00e9e<\/strong><o:p><\/o:p><\/h4><p>&nbsp;<\/p><p><strong>Le dispositif de campagne\u00a0: <\/strong><\/p><ul><li>Messages unifi\u00e9s \u00e0 travers tous les canaux<\/li><li>72304 banni\u00e8res g\u00e9n\u00e9r\u00e9es \u00e0 partir de 6 templates de banni\u00e8res<\/li><li>Rapports agr\u00e9g\u00e9s par restaurant<\/li><li>Int\u00e9gration hebdomadaire de \u00ab package de donn\u00e9es\u00a0\u00bb compl\u00e9mentaires (nouveaux restaurants, nouveaux pays couverts par la marque)<\/li><\/ul><p>Traitement de l\u2019information en interne pour garder le contr\u00f4le des campagnes<\/p><p>&nbsp;<\/p><div class=\"row\"><div class=\"col-md-6\"><p style=\"text-align: center;\"><em>Canada<\/em><\/p><div style=\"width: 320px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-19110-1\" width=\"320\" height=\"270\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_foodora_300x250_ca_montreal_concept1.mp4?_=1\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_foodora_300x250_ca_montreal_concept1.mp4\">https:\/\/v4.adventori.com\/media\/201702_foodora_300x250_ca_montreal_concept1.mp4<\/a><\/video><\/div><\/div><div><div class=\"row\"><div class=\"col-md-6\"><p style=\"text-align: center;\"><em>France<\/em><\/p><div style=\"width: 320px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-19110-2\" width=\"320\" height=\"270\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_300x250_foodora_concept1_FR_Paris.mp4?_=2\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_300x250_foodora_concept1_FR_Paris.mp4\">https:\/\/v4.adventori.com\/media\/201702_300x250_foodora_concept1_FR_Paris.mp4<\/a><\/video><\/div><\/div><\/div><\/div><\/div><p>&nbsp;<\/p><p><strong>De 6 \u00e0 72304 &#8211; la technologie ADventori g\u00e9n\u00e8re des publicit\u00e9s personnalis\u00e9es en temps r\u00e9el<\/strong><\/p><p>La technologie d\u2019ADventori permet de dynamiser les banni\u00e8res publicitaires en temp-r\u00e9el, \u00e0 partir des donn\u00e9es annonceurs, et ainsi de proposer \u00e0 chaque utilisateur un message personnalis\u00e9 quel que soit sa langue, son lieu ou son avanc\u00e9e dans le funnel commercial de foodora.<\/p><p>Les informations relatives \u00e0 plus de 8000 restaurants (images, localisation et horaires d\u2019ouvertures) viennent alimenter le contenu des banni\u00e8res publicitaires. A partir de 6 templates de banni\u00e8res, plusieurs milliers de publicit\u00e9s personnalis\u00e9es ont ainsi \u00e9t\u00e9 g\u00e9n\u00e9r\u00e9es en fonction de la g\u00e9olocalisation et des donn\u00e9es utilisateurs disponibles.<\/p><p>&nbsp;<\/p><p><strong>Multivariant testing \u2013 L\u2019am\u00e9lioration du dispositif publicitaire en continu<\/strong><\/p><p>R\u00e9pondant \u00e0 chaque ligne du plan m\u00e9dia, des sc\u00e9narios de campagnes data-driven soutenus par plusieurs mod\u00e8les de banni\u00e8res ont \u00e9t\u00e9 servis puis test\u00e9s. Des tests multi-variant sont op\u00e9r\u00e9s continuellement pour chaque sc\u00e9nario, dans le but d\u2019optimiser \u00e0 la fois la cr\u00e9ation et la pression publicitaire. L\u2019exploitation des r\u00e9sultats a permis \u00e0 foodora d\u2019am\u00e9liorer consid\u00e9rablement la pertinence de sa communication de marque, tout en alliant branding et performance \u2013 en acquisition comme en retargeting.<\/p><p>&nbsp;<\/p><p style=\"text-align: center;\"><em>Allemagne<\/em><\/p><div class=\"row\"><div class=\"col-xs-6\"><\/div><div class=\"col-xs-6\"><p>&nbsp;<\/p><\/div><\/div><div class=\"row\"><div class=\"col-md-6\"><p style=\"text-align: center;\">Design A<\/p><div style=\"width: 320px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-19110-3\" width=\"320\" height=\"620\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept2_Du\u0308sseldorf.mp4?_=3\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept2_Du\u0308sseldorf.mp4\">https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept2_Du\u0308sseldorf.mp4<\/a><\/video><\/div><\/div><div class=\"col-md-6\"><p style=\"text-align: center;\">Design B<\/p><div style=\"width: 320px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-19110-4\" width=\"320\" height=\"620\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept1_Du\u0308sseldorf.mp4?_=4\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept1_Du\u0308sseldorf.mp4\">https:\/\/v4.adventori.com\/media\/201702_300x600_foodora_concept1_Du\u0308sseldorf.mp4<\/a><\/video><\/div><\/div><\/div><\/div><\/div><p>&nbsp;<\/p><hr \/><div class=\"row\"><div class=\"col-xs-12\"><h4><strong>R\u00e9sultats<\/strong><o:p><\/o:p><\/h4><h4>\u00a0<\/h4><p><strong>Statique vs dynamique\u00a0: baisse des co\u00fbts, augmentation du CA\u00a0<\/strong><\/p><p>&nbsp;<\/p><p>Les performances des banni\u00e8res dynamiques ayant \u00e9t\u00e9 consid\u00e9rablement am\u00e9lior\u00e9es en comparaison avec des campagnes pr\u00e9c\u00e9dentes. Un monitoring global des KPIs de la campagne a \u00e9galement permis une optimisation des d\u00e9penses m\u00e9dias\u00a0:<\/p><ul><li>Une augmentation du CTR de 37% a \u00e9t\u00e9 observ\u00e9e apr\u00e8s deux semaines de diffusion.<\/li><li>Le CPA a en moyenne baiss\u00e9 de 14% sur l\u2019ensemble des pays.<\/li><\/ul><p>&nbsp;<\/p><p>Les frais de cr\u00e9ation de la marque ont \u00e9t\u00e9 fortement impact\u00e9s\u00a0dans la mesure o\u00f9 6 masters cr\u00e9a ont suffi pour couvrir la communication internationale de la marque.<\/p><p>&nbsp;<\/p><p>La collaboration entre ADventori et The Trade Desk, sous la responsabilit\u00e9 de la marque, a permis d\u2019acc\u00e9l\u00e9rer et affiner les performances m\u00e9dias li\u00e9es \u00e0 chaque canal d\u2019acquisition. Le tracking et le trafficking de la campagne \u00e9tant dynamiques et op\u00e9r\u00e9s par ADventori, la mise en production des campagnes a \u00e9t\u00e9 all\u00e9g\u00e9e et les co\u00fbts de tracking r\u00e9duits.<\/p><p>&nbsp;<\/p><p><strong>Neutralit\u00e9 et transparence\u00a0: contr\u00f4le et rapidit\u00e9 d\u2019ex\u00e9cution<\/strong><\/p><p><strong>\u00a0<\/strong><\/p><p>La collaboration entre foodora et l\u2019ad server ADventori a permis de former les \u00e9quipes de l\u2019annonceur \u00e0 la mise en place de campagnes dynamiques. Ce savoir-faire acquis en interne permettra notamment plus d\u2019agilit\u00e9 dans l\u2019ex\u00e9cution des vagues \u00e0 venir.<\/p><p>&nbsp;<\/p><p>Les fonctions d\u2019ad serving dynamiques ont permis d\u2019enrichir les lignes de rapports statistiques\u00a0: la performance de chaque impression, cross-device, est analys\u00e9e, nettoy\u00e9e de la fraude, agr\u00e9ment\u00e9e du niveau de visibilit\u00e9 et rapport\u00e9e \u00e0 la conversion. L\u2019analyse est donc \u00ab\u00a0full funnel\u00a0\u00bb, pr\u00e9d\u00e9finie aux strat\u00e9gies post-view, post-viewable et conversions post-click.<\/p><div class=\"row\"><div class=\"col-xs-2\"><p>&nbsp;<\/p><\/div><div class=\"col-xs-8\"><p style=\"text-align: center;\"><em>Su\u00e8de<\/em><\/p><div style=\"width: 748px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-19110-5\" width=\"748\" height=\"150\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_728x90_foodora_concept1_SE_Stockholm.mp4?_=5\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_728x90_foodora_concept1_SE_Stockholm.mp4\">https:\/\/v4.adventori.com\/media\/201702_728x90_foodora_concept1_SE_Stockholm.mp4<\/a><\/video><\/div><\/div><div class=\"col-xs-2\"><p>&nbsp;<\/p><\/div><\/div><div class=\"row\"><div class=\"col-xs-2\"><p>&nbsp;<\/p><\/div><div class=\"col-xs-8\"><p style=\"text-align: center;\"><em>Finlande<\/em><\/p><div style=\"width: 748px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-19110-6\" width=\"748\" height=\"150\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/v4.adventori.com\/media\/201702_foodora_728x90_fi_helsinki_concept2.mp4?_=6\" \/><a href=\"https:\/\/v4.adventori.com\/media\/201702_foodora_728x90_fi_helsinki_concept2.mp4\">https:\/\/v4.adventori.com\/media\/201702_foodora_728x90_fi_helsinki_concept2.mp4<\/a><\/video><\/div><\/div><div class=\"col-xs-2\"><p>&nbsp;<\/p><\/div><\/div><\/div><p>&nbsp;<\/p><\/div><p>&nbsp;<\/p><div class=\"row\"><div class=\"col-md-6\"><p style=\"text-align: center;\"><a href=\"\/?cat_ID=27\"><button class=\"btn btn-primary\">Tous nos cas clients<\/button><\/a><\/p><\/div><div class=\"col-md-6\"><p style=\"text-align: center;\"><a href=\"\/?cat_ID=6\"><button class=\"btn btn-primary\">Toutes nos campagnes<\/button><\/a><\/p><\/div><\/div><br \/><br \/>\r\n","protected":false},"excerpt":{"rendered":"<p>foodora, entreprise internationale de livraison de restaurants \u00e0 domicile, a choisi la technologie d\u2019ad serving de la fran\u00e7aise ADventori pour la diffusion de ses campagnes digitales \u00e0 l\u2019international.<\/p>\n","protected":false},"author":4,"featured_media":14054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[134,142,163,179,180,183,199,202],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Foodora | ADventori<\/title>\n<meta name=\"description\" content=\"Campagnes d\u2019acquisition et de retargeting internationales et multilingues foodora, op\u00e9r\u00e9es dans 8 langues et dans 10 pays avec la technologie ADventori\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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