{"id":26543,"date":"2020-04-10T12:07:15","date_gmt":"2020-04-10T10:07:15","guid":{"rendered":"https:\/\/www.adventori.com\/?p=26543"},"modified":"2020-04-14T12:41:07","modified_gmt":"2020-04-14T10:41:07","slug":"3-questions-a-fabien-delaforge-head-of-creative-lab-dadventori","status":"publish","type":"post","link":"https:\/\/v4.adventori.com\/fr\/actualites\/3-questions-a-fabien-delaforge-head-of-creative-lab-dadventori\/","title":{"rendered":"3 questions \u00e0 Fabien Delaforge, Head of Creative Lab d\u2019ADventori"},"content":{"rendered":"\n
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3 questions \u00e0 Fabien Delaforge, Head of Creative Lab d\u2019ADventori<\/h2>\n\n\n\n

Fabien Delaforge, Head of Creative Lab, nous ouvre les portes de l’atelier cr\u00e9atif d’ADventori. Entre concept cr\u00e9a et production de banni\u00e8res, Fabien nous pr\u00e9sente les principales missions qui animent le quotidien du Creative Lab.<\/p>\n<\/div><\/div>\n\n\n\n

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\"Fabien<\/figure><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n
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Peux-tu nous pr\u00e9senter le Creative Lab d\u2019ADventori ? <\/strong><\/h4>\n\n\n\n

A l\u2019instar du Tech Lab<\/a> qui est le c\u0153ur technologique d\u2019ADventori, le Creative Lab regroupe toute l\u2019activit\u00e9 li\u00e9e \u00e0 la cr\u00e9ation publicitaire. Nous sommes en effet amen\u00e9s \u00e0 travailler tant au niveau du concept cr\u00e9a qu\u2019\u00e0 celui de la production des banni\u00e8res publicitaires. <\/p>\n\n\n\n

Notre \u00e9quipe est compos\u00e9e de talents issus de formations sp\u00e9cialis\u00e9es dans les domaines de la cr\u00e9ation visuelle et du d\u00e9veloppement web. Ainsi, nous disposons de profils hybrides, \u00e0 m\u00eame de cr\u00e9er et coder des assets cr\u00e9atifs digitaux que nous d\u00e9ployons pour les marques.\n\n<\/p>\n<\/div><\/div>\n\n\n\n

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\u00c0 quels besoins r\u00e9pond la cr\u00e9ation du Creative Lab ?<\/strong><\/h4>\n\n\n\n

Le Creative Lab est n\u00e9 pour\nr\u00e9pondre \u00e0 2 probl\u00e9matiques :<\/p>\n\n\n\n

La premi\u00e8re \u00e9videmment afin de dynamiser des banni\u00e8res et r\u00e9pondre aux logiques de sc\u00e9narisation DCO des campagnes. Ainsi techniquement les cr\u00e9as sont nativement optimis\u00e9es et con\u00e7ues pour ex\u00e9cuter parfaitement des sc\u00e9narios DCO, des plus simples aux plus \u00e9volu\u00e9s. La cr\u00e9a est \u00e0 ce stade connect\u00e9e \u00e0 la donn\u00e9e et aux strat\u00e9gies m\u00e9dias.<\/p>\n\n\n\n

Et la seconde, et bien simplement pour pallier \u00e0 un manque de ma\u00eetrise de la techno HTML5 global du march\u00e9. On aurait pu croire que cette technologie \u00e9tait pratiqu\u00e9e par le plus grand nombre \u00e9tant un standard du march\u00e9, mais en r\u00e9alit\u00e9, c'est un savoir-faire dont les enjeux publicitaires sont peu ma\u00eetris\u00e9s. Ainsi, une cr\u00e9a qui ne s\u2019affiche pas car trop lourde, qui n\u2019int\u00e8gre pas les multiples r\u00e8gles d\u2019affichage d\u2019un navigateur \u00e0 un autre ou bien pire sur mobile, et bien c\u2019est tout simplement du budget de perdu pour l\u2019annonceur et une contre-performance de campagne.<\/span><\/p>\n\n\n\n

Une des promesses fortes d\u2019ADventori est que la cr\u00e9ation est un levier de performance sous exploit\u00e9 sur le march\u00e9 du digital. Le Creative Lab est l\u00e0 pour le prouver, en cr\u00e9ant non seulement de la performance par une ex\u00e9cution technique parfaite, mais aussi en g\u00e9n\u00e9rant des \u00e9conomies sur les frais cr\u00e9atifs gr\u00e2ce \u00e0 la DCO. <\/p>\n<\/div><\/div>\n\n\n\n

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\"Creative<\/figure>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n
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Quelles sont vos principales missions ?<\/strong><\/h4>\n\n\n\n

En fonction des campagnes et de ses besoins, les clients nous demandent de les accompagner, soit sur la partie concept cr\u00e9a + production HTML5, soit uniquement sur la production HTML5.<\/p>\n\n\n\n

Ainsi dans le premier cas, nous travaillons sur la conception cr\u00e9ative. Nous sommes \u00e9troitement li\u00e9s \u00e0 notre \u00e9quipe conseil mais aussi \u00e0 nos Campaign Managers de mani\u00e8re \u00e0 \u00e9tablir des scenarii et ainsi de permettre au graphiste de les retranscrire de mani\u00e8re visuelle en story board puis en maquette.<\/p>\n\n\n\n

Nous intervenons \u00e9galement dans la production des banni\u00e8res \u00e0 partir des maquettes produites en apportant notre expertise technique de mani\u00e8re \u00e0 les optimiser au maximum. L\u2019id\u00e9e \u00e9tant \u00e0 la fois de respecter les standards et recommandations en place \u2013 IAB notamment - (poids, formats, etc.)<\/em> mais aussi de r\u00e9duire les temps de chargement et de faciliter la compatibilit\u00e9 technique sur tous les \u00e9crans et navigateurs.<\/p>\n\n\n\n

Notre force sur cette partie est de proposer des structures de banni\u00e8res 100% dynamiques gr\u00e2ce \u00e0 la production de meta-template. C'est une offre dont je suis assez fier car unique sur le march\u00e9. Le meta-template pour certaines campagnes permet de couvrir plusieurs scenarii, d'\u00eatre connect\u00e9 \u00e0 de nombreuses donn\u00e9es, et ainsi de mesurer chaque variante cr\u00e9a. Gr\u00e2ce au meta-template, la dynamisation peut \u00eatre pouss\u00e9e \u00e0 son extr\u00eame, que ce soit en terme de contenu, de structure ou bien d'animation. En tant que dev, travailler sur cette offre est un vrai challenge, c'est une vraie prouesse technologique. Activ\u00e9 en fil rouge, c'est non seulement un confort pour les marques mais surtout un outil de gain de productivit\u00e9 cr\u00e9a tr\u00e8s important.<\/p>\n<\/div><\/div>\n\n\n\n

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En savoir plus sur le Creative Lab<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":26544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20,26],"tags":[],"yoast_head":"\n3 questions \u00e0 Fabien Delaforge, Head of Creative Lab d\u2019ADventori | ADventori<\/title>\n<meta name=\"description\" content=\"Fabien Delaforge, Head of Creative Lab d'ADventori explique l'importance et le r\u00f4le de la production cr\u00e9a dans la publicit\u00e9 digitale. 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