{"id":27508,"date":"2019-11-07T12:22:27","date_gmt":"2019-11-07T11:22:27","guid":{"rendered":"https:\/\/www.adventori.com\/?p=27508"},"modified":"2021-02-25T18:07:17","modified_gmt":"2021-02-25T17:07:17","slug":"oui-sncf-audience-planning","status":"publish","type":"post","link":"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/cas-clients\/oui-sncf-audience-planning\/","title":{"rendered":"OUI.sncf &#8211; Audience Planning"},"content":{"rendered":"\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h4 class=\"wp-block-heading\"><strong>Contexte<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Campagnes d&rsquo;acquisition et de retargeting en fil rouge<\/li><li>Desktop et web-mobile <\/li><li>Multi-variant testing du design des banni\u00e8res et des sc\u00e9narios<\/li><li>Donn\u00e9es utilis\u00e9es : historique de navigation, g\u00e9olocalisation,\ndonn\u00e9es OUI.sncf (prix, trajets, dates), wording et images, donn\u00e9es DMP <\/li><li>Internalisation de l\u2019achat m\u00e9dia par l\u2019\u00e9quipe digitale de OUI.sncf\n(DV360)<\/li><\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/ADventori_Logo.png\" alt=\"\" class=\"wp-image-27072\" width=\"150\" height=\"150\"\/><\/figure><\/div>\n\n\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/OuiSNCF.png\" alt=\"OuiSNCF\" class=\"wp-image-26818\" width=\"150\" height=\"150\"\/><\/figure>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<h4 class=\"wp-block-heading\"><strong>Objectifs et enjeux<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>OUI.sncf<\/strong>, acteur majeur du tourisme en Europe et premier site e-commerce fran\u00e7ais, a fait appel \u00e0 <strong>la technologie d\u2019ad serving DCO d\u2019ADventori<\/strong> pour promouvoir ses centaines de destinations tout en personnalisant son message publicitaire. L\u2019objectif de ce dispositif est de d\u00e9ployer \u00e0 la fois un message pertinent \u00e0 l\u2019internaute et de d\u00e9livrer un niveau de performance de campagne plus \u00e9lev\u00e9 pour l\u2019annonceur.  <\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/Quote-OUI.sncf-Sc\u00e9nariser-la-prise-de-parole-de-OUI.sncf-tout-au-long-de-l\u2019ann\u00e9e-aupr\u00e8s-de-chacune-de-ses-cibles-avec-une-organisation-optimale.v1.png\" alt=\"\" class=\"wp-image-27654\" width=\"338\" height=\"187\"\/><\/figure><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong> Missions d\u2019accompagnement <\/strong><\/h4>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<ul><li>Accompagner la transition d\u2019une strat\u00e9gie \u201cproduct centric\u201d vers une strat\u00e9gie \u201caudience-based\u201d<\/li><li>Rationaliser la production cr\u00e9ative g\u00e9n\u00e9r\u00e9e par la multiplication des messages<\/li><li>Exploiter les donn\u00e9es temps r\u00e9el de la marque<\/li><li> Tester et optimiser les messages en fonction de leurs performances (diff\u00e9rents KPI)<\/li><\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<ul><li>G\u00e9rer le trafficking et assurer l\u2019ad serving<\/li><li>Organiser des flux de donn\u00e9es<\/li><li>Exploiter et nourrir les donn\u00e9es de la DMP (Eulerian)<\/li><\/ul>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Solution d\u00e9ploy\u00e9e<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dans le cadre de cette campagne, <strong>OUI.sncf<\/strong> a mis en place une strat\u00e9gie one-to-one bas\u00e9e sur sa connaissance client. En s\u2019appuyant sur la <strong>technologie Data-Driven Creative d\u2019ADventori<\/strong>, qui permet de dynamiser les banni\u00e8res publicitaires en temps r\u00e9el, le contenu des publicit\u00e9s s\u2019adapte \u00e0 la situation de chaque utilisateur.<\/p>\n\n\n\n<p>Alliant cr\u00e9a, data et enjeux business, <strong>OUI.sncf<\/strong> a mis en place 45 sc\u00e9narios de campagnes qui s\u2019appuient sur des donn\u00e9es de g\u00e9olocalisation, des donn\u00e9es 1st party (trajets, prix et dates) ainsi que de 27 audiences issues de sa DMP, Eulerian.<\/p>\n\n\n\n<p>Pour accompagner la marque sur les missions qui lui sont confi\u00e9es, ADventori a mis en place les modules d\u2019accompagnement et de conseil suivants&nbsp;:<\/p>\n\n\n\n<ul><li>D\u00e9l\u00e9gation d\u2019un consultant d\u00e9di\u00e9 en r\u00e9gie chez l\u2019annonceur pendant la p\u00e9riode de d\u00e9ploiement et suivi des campagnes<\/li><li>\u00c9laboration d\u2019une matrice de sc\u00e9narios couvrant toutes les strat\u00e9gies et les audiences &gt; 45 sc\u00e9narios<\/li><li>Production d\u2019assets cr\u00e9atifs HTML5 sous la forme d\u2019un m\u00e9ta-template, respectant la charte graphique, connect\u00e9s aux donn\u00e9es de l\u2019annonceur (DMP, API, site), construit pour r\u00e9pondre automatiquement \u00e0 l\u2019appel de chaque sc\u00e9nario de la strat\u00e9gie OUI.sncf<\/li><li>Mise en production des campagnes et gestion annuelle du fil rouge<\/li><li>Jusqu\u2019\u00e0 10 AB tests men\u00e9s simultan\u00e9ment et \u00e9tudi\u00e9s<\/li><li>Workshops r\u00e9guliers d\u2019audit et d\u2019optimisation <\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><span style=\"text-decoration: underline;\">Exemple de sc\u00e9narios d\u00e9velopp\u00e9s<\/span><\/strong><\/p>\n\n\n\n<p>La g\u00e9olocalisation a inspir\u00e9 les principaux sc\u00e9narios de la campagne. En fonction de la position de l\u2019internaute, le message et l\u2019offre s\u2019adaptent pour proposer la gare de d\u00e9part la plus proche, et un top des destinations possibles.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 3\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"250\" src=\"\/media\/1.Frame-OUI.png\" alt=\"\" class=\"wp-image-27520\"\/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 3\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"250\" src=\"\/media\/2.Frame-OUI.png\" alt=\"\" class=\"wp-image-27522\"\/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 3\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"250\" src=\"\/media\/3.Frame-OUI.png\" alt=\"\" class=\"wp-image-27524\"\/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 3\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"250\" src=\"\/media\/4.Frame-OUI.png\" alt=\"\" class=\"wp-image-27526\"\/><\/figure>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p>Le message peut \u00e9galement varier en fonction de la connaissance client <strong>OUI.sncf<\/strong>. Ainsi, un actif poss\u00e9dant une carte jeune qui arrive \u00e0 expiration, se voyait proposer une offre de renouvellement. <\/p>\n\n\n\n<p>C\u2019est ainsi 45 sc\u00e9narios de communication\nqui sont mis en place et qui s\u2019appliquent tant \u00e0 la condition de l\u2019internaute\nqu\u2019aux enjeux business de la marque&nbsp;: yield, taux d\u2019occupation, objectifs\nde vente sur gare, disponibilit\u00e9 de billets, fid\u00e9lisation \u2013 entre autres.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<h4 class=\"wp-block-heading\"><strong> Le OUIbot de OUI.sncf <\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A l\u2019occasion de son premier anniversaire, <strong>OUI.sncf<\/strong> int\u00e8gre son agent conversationnel, <strong>OUIbot<\/strong>, dans une campagne digitale innovante utilisant la <strong>technologie DCO<\/strong> (Dynamic Creative Optimisation) <strong>d\u2019ADventori<\/strong>. <\/p>\n\n\n\n<p>En int\u00e9grant le bot directement dans la\nbanni\u00e8re, OUI.sncf simplifie et personnalise le tunnel de conversion de\nl\u2019internaute.<\/p>\n\n\n\n<p>Une fois sa requ\u00eate saisie dans la banni\u00e8re, l\u2019internaute se voit redirig\u00e9 sur le site du robot conversationnel (<a href=\"https:\/\/www.oui.sncf\/bot\">https:<\/a><a href=\"https:\/\/www.oui.sncf\/bot\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"\/\/www.oui.sncf\/bot (opens in a new tab)\">\/\/www.oui.sncf\/bot<\/a>), avec l\u2019historique de ses \u00e9changes. Il peut ainsi poursuivre sa discussion et finaliser la commande de son voyage dans l\u2019univers de la marque.<\/p>\n\n\n\n<p>Cette campagne s\u2019int\u00e8gre dans un dispositif \u00ab&nbsp;d\u2019audience planning&nbsp;\u00bb qui permet \u00e0 OUI.sncf de piloter en fil rouge tous ses messages au travers d\u2019une structure cr\u00e9ative adaptable et dynamique (meta-template DCO).<\/p>\n\n\n\n<p><strong>D\u00e9couvrez la campagne OUIbot dans <a href=\"\/?p=26808\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"notre galerie (opens in a new tab)\">notre galerie<\/a>. <\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"\/media\/300x600_OUIbot-1-1.gif\" alt=\"\" class=\"wp-image-27542\" width=\"243\" height=\"468\"\/><\/figure><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/Quote-OUI.sncf-Tous-les-sc\u00e9narios-textes-et-images-peuvent-\u00eatre-modifi\u00e9es-et-mis-en-ligne-en-un-temps-record.v1.png\" alt=\"\" class=\"wp-image-27671\" width=\"340\" height=\"166\"\/><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<h4 class=\"wp-block-heading\"><strong>Le m\u00e9ta template cr\u00e9atif d\u2019ADventori <\/strong><\/h4>\n\n\n\n<p>L\u2019ad serving de campagne data-driven n\u00e9cessite une technologie HTML5 avanc\u00e9e. Le <strong><a href=\"\/?page_id=25222\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Creative Lab d\u2019ADventori (opens in a new tab)\">Creative Lab d\u2019ADventori<\/a><\/strong> a d\u00e9ploy\u00e9 un meta-template cr\u00e9atif qui r\u00e9pond \u00e0 la fois \u00e0 la n\u00e9cessit\u00e9 de rendre chaque \u00e9l\u00e9ment de la cr\u00e9a dynamique et connect\u00e9 \u00e0 une source de donn\u00e9e, mais aussi de r\u00e9pondre \u00e0 une logique de sc\u00e9nario. Afin une biblioth\u00e8que de frame cr\u00e9ative a \u00e9t\u00e9 constitu\u00e9e permettant d\u2019assembler \u00e0 la vol\u00e9e une banni\u00e8re pertinente. Le m\u00e9ta-template d\u2019ADventori va permettre d\u2019orchestrer et d\u2019adapter les cr\u00e9as en temps r\u00e9el en fonction de l\u2019internaute expos\u00e9. Cette structure cr\u00e9ative permet donc le d\u00e9ploiement de plus de 400&nbsp;000 possibilit\u00e9s de messages dynamiques, sur tous les formats pr\u00e9vus de la campagne, en fil rouge.  <\/p>\n\n\n\n<p> 5 jeux de frame pour ma\u00eetriser :  <\/p>\n\n\n\n<ul><li>45 sc\u00e9narios<\/li><li>4 formats<\/li><li>10 AB tests<\/li><li>2 millions impressions par jour en campagne fil rouge<\/li><\/ul>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>R\u00e9sultats<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Co\u00fbts\ncr\u00e9atifs divis\u00e9s par 4<\/li><li>+30%\nde performance sur les contenus personnalis\u00e9s vs non personnalis\u00e9s<\/li><li>Temps\nde lancement d\u2019une campagne r\u00e9duit de 1 mois \u00e0 2 semaines.<\/li><li>Collecte\nd\u2019insights permanente pour qualifier et am\u00e9liorer les publicit\u00e9s et les\nsegments d\u2019audience<\/li><li>Optimisation\nde la performance de chaque pistes cr\u00e9atives gr\u00e2ce aux AB test d\u00e9ploy\u00e9s.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"\/media\/OUIsncf-quote-Julie-Bidaut.png\" alt=\"\" class=\"wp-image-27702\" width=\"800\" height=\"309\"\/><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator is-style-wide\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\"><strong>Pour cette campagne Audience Planning, OUI.sncf a re\u00e7u trois prix : <\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-caxton-grid relative\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-columns caxton-grid-block\" style=\"padding-top:0;padding-left:0;padding-bottom:0;padding-right:0;grid-template-columns:repeat(12, 1fr)\" data-tablet-css=\"padding-left:em;padding-right:em;\" data-mobile-css=\"padding-left:em;padding-right:em;\">\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<p class=\"has-text-align-center\"><strong>Prix de la relation client 2019 lors de la <\/strong><a href=\"https:\/\/v4.adventori.com\/?p=27779\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>3\u00e8me \u00e9dition du Grand Prix Data &amp; Cr\u00e9ativit\u00e9<\/strong><\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"\/media\/Logo-grand-prix.png\" alt=\"\" class=\"wp-image-16489\" width=\"235\" height=\"137\"\/><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-caxton-section relative\" style=\"grid-area:span 1\/span 6\"><div class=\"absolute absolute--fill\"><div class=\"absolute absolute--fill cover bg-center\" style=\"background-color:;background-image:linear-gradient( );\"><\/div><div class=\"absolute absolute--fill\" style=\"background-color:;background-image:linear-gradient( );opacity:1;\"><\/div><\/div><div class=\"relative caxton-section-block\" style=\"padding-top:5px;padding-left:5px;padding-bottom:5px;padding-right:5px\" data-mobile-css=\"padding-left:1em;padding-right:1em;\" data-tablet-css=\"padding-left:1em;padding-right:1em;\">\n<p class=\"has-text-align-center\"><strong>Prix d&rsquo;Or du Dispositif de Prospection 2019 et Prix d&rsquo;Argent de la Personnalisation <a href=\"https:\/\/v4.adventori.com\/fr\/actualites\/oui-sncf-primee-pour-sa-campagne-audience-planning-lors-du-data-festival-2019\/\" target=\"_blank\" rel=\"noreferrer noopener\">lors du #DataFestival2019<\/a><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"\/media\/OUI1-1-1.png\" alt=\"\" class=\"wp-image-40498\" width=\"322\" height=\"116\"\/><\/figure><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-video aligncenter\"><video controls poster=\"https:\/\/v4.adventori.com\/media\/OUIsncf-video.png\" src=\"\/media\/OuiSncf_DisplayVideo_Vdef-1.mp4.mp4\"><\/video><\/figure>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"row\">\n<div class=\"col-md-6\">\n<p style=\"text-align: center;\"><a href=\"\/?cat_ID=27\"><button class=\"btn btn-primary\">Tous nos cas clients<\/button><\/a><\/p>\n<\/div>\n<div class=\"col-md-6\">\n<p style=\"text-align: center;\"><a href=\"\/?cat_ID=6\"><button class=\"btn btn-primary\">Toutes nos campagnes<\/button><\/a><\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>OUI.sncf a fond\u00e9 sa strat\u00e9gie sur 3 piliers : la connaissance client, la gestion interne de l\u2019achat m\u00e9dia et une structure DCO ADventori compl\u00e8te pour ad server et mesurer les milliers de messages dynamiques activ\u00e9s par l\u2019Audience Planning.<\/p>\n<p>D\u00e9couvrez comment \u00e0 travers ce cas client.<\/p>\n","protected":false},"author":4,"featured_media":19166,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cas Client - Audience Planning OUI.sncf | ADventori<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment OUI.sncf utilise la DCO d&#039;ADventori pour ad server et mesurer les milliers de messages dynamiques activ\u00e9s par son dispositif &quot;Audience Planning&quot;.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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