{"id":1384,"date":"2012-08-22T09:30:23","date_gmt":"2012-08-22T07:30:23","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=1384"},"modified":"2025-08-07T10:53:03","modified_gmt":"2025-08-07T08:53:03","slug":"creez-des-videos-que-les-gens-regarderont","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/creez-des-videos-que-les-gens-regarderont\/","title":{"rendered":"Cr\u00e9ez des vid\u00e9os que les gens regarderont"},"content":{"rendered":"<p style=\"text-align: justify;\">Faire des vid\u00e9os au contenu int\u00e9ressant est loin d&rsquo;\u00eatre une chose ais\u00e9e. Pensez par exemple \u00e0 la frustration g\u00e9n\u00e9ralement g\u00e9n\u00e9r\u00e9e par les pages de publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision. Cons\u00e9quence directe, les publicitaires cherchent alors \u00e0 rivaliser d&rsquo;ing\u00e9niosit\u00e9 pour susciter l&rsquo;int\u00e9r\u00eat des spectateurs. On pense notamment au carton plein r\u00e9alis\u00e9 par le buzz tipex.<\/p>\n<h2 style=\"text-align: justify;\">S\u00e9duire toute de suite<\/h2>\n<p style=\"text-align: justify;\">Il n&rsquo;est en effet pas dur d&rsquo;\u00e9viter une publicit\u00e9 sur internet, il suffit bien souvent d&rsquo;ouvrir une autre fen\u00eatre ou de r\u00e9duire celle que l&rsquo;on vient d&rsquo;ouvrir au moment de la publicit\u00e9. Cependant l&rsquo;on peut constater une prise de conscience de ce ph\u00e9nom\u00e8nes chez les publicitaires. D\u00e9sormais lorsque vous regardez une vid\u00e9o en replay (m6 ou tf1), la vision de la publicit\u00e9 vous est impos\u00e9e pour continuer \u00e0 voir le contenu vid\u00e9o &#8211; et si vous tentez l&rsquo;entourloupette du changement d&rsquo;onglet la vid\u00e9o se bloque.<\/p>\n<h2 style=\"text-align: justify;\">Un contenu qui fait appel aux \u00e9motions<\/h2>\n<p style=\"text-align: justify;\">Comment font les publicitaires pour g\u00e9n\u00e9rer des vid\u00e9os attractives ? Ils ont recours \u00e0 l&rsquo;Eye Tracking, ce proc\u00e9d\u00e9 marketing qui consiste \u00e0 capter l\u00e0 ou se pose les regards des t\u00e9l\u00e9spectateurs (en utilisant des lunettes sp\u00e9ciales lors de focus group). Une \u00e9tude men\u00e9e \u00e0 Harvard (<a title=\"http:\/\/hbswk.hbs.edu\/item\/6807.html\" href=\"https:\/\/www.library.hbs.edu\/working-knowledge\/creating-online-ads-we-want-to-watch\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff6600;\">disponible ici<\/span>)<\/a> a d\u00e9montr\u00e9 que : sur un panel de 58 hommes, regardant 28 vid\u00e9os de 30 sec, tous se concentraient sur les m\u00eames, les vid\u00e9os d\u00e9rangeantes, choquantes. A chaque fois, les participants avaient la possibilit\u00e9 de suivre la vid\u00e9o en entier ou de l&rsquo;interrompre \u00e0 tout moment. D\u00e8s que des \u00e9motions fortes \u00e9taient suscit\u00e9es suite \u00e0 la vision de la vid\u00e9o, les hommes continuaient de regarder. \u00a0Bien entendu, la conclusion est toute simple : plus les \u00e9motions sont suscit\u00e9es et plus l&rsquo;intention du spectateur est importante.<\/p>\n<p style=\"text-align: justify;\">Les chercheurs ont ainsi trouv\u00e9 qu&rsquo;une vid\u00e9o r\u00e9ussie doit susciter un \u00e9l\u00e9ment rapide de surprise, suivi par un long moment de joie afin de capter l&rsquo;attention du spectateur. Cette publicit\u00e9 <span style=\"color: #ff6600;\"><a title=\"http:\/\/www.youtube.com\/watch?v=EJJL5dxgVaM\" href=\"http:\/\/www.youtube.com\/watch?v=EJJL5dxgVaM\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #ff6600;\">pour la bi\u00e8re Budweiser<\/span><\/a> <\/span>en est l&rsquo;exemple parfait.<\/p>\n<p style=\"text-align: justify;\">En conclusion, afin de cr\u00e9er un contenu efficace vous devez intriguer et surprendre et ensuite g\u00e9n\u00e9rer un sentiment d&rsquo;amusement&#8230;vous savez ce qu&rsquo;il vous reste \u00e0 faire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Faire des vid\u00e9os au contenu int\u00e9ressant est loin d&rsquo;\u00eatre une chose ais\u00e9e. Pensez par exemple \u00e0 la frustration g\u00e9n\u00e9ralement g\u00e9n\u00e9r\u00e9e par les pages de publicit\u00e9 [&#8230;]<\/p>\n","protected":false},"author":3,"featured_media":1499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[441,454,455,442],"class_list":["post-1384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campagnes-publicitaires-2","tag-video","tag-video-dentreprise","tag-video-populaire","tag-videos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cr\u00e9ez des vid\u00e9os que les gens regarderont - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Pour qu&#039;une vid\u00e9o soit regard\u00e9e et partag\u00e9e, elle doit \u00e9mouvoir, incarner votre marque sans \u00eatre promotional, s\u2019appuyer sur un plan marketing solide et disposer des moyens pour r\u00e9ussir.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/creez-des-videos-que-les-gens-regarderont\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cr\u00e9ez des vid\u00e9os que les gens regarderont - 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