{"id":4042,"date":"2014-06-26T09:00:30","date_gmt":"2014-06-26T07:00:30","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=4042"},"modified":"2025-08-08T09:58:37","modified_gmt":"2025-08-08T07:58:37","slug":"enjeux-du-multi-ecran","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/enjeux-du-multi-ecran\/","title":{"rendered":"Les enjeux du multi-\u00e9cran"},"content":{"rendered":"

Nos journ\u00e9es, qu’elles soient dans notre vie personnelle que professionnelle, passent d’un \u00e9cran connect\u00e9 \u00e0 un autre<\/strong>\u00a0et notre soci\u00e9t\u00e9 a d\u00e9velopp\u00e9 autour de cela un comportement quasi instinctif. Que ce soit le matin en regardant les informations \u00e0 la t\u00e9l\u00e9, en envoyant un mail sur le chemin du travail avec son smartphone, ou le soir en travaillant sur sa tablette en ayant la t\u00e9l\u00e9 en fond sonore, notre quotidien est m\u00eal\u00e9 \u00e0 ces habitudes d’utilisation.<\/p>\n

L’essor du visionnage multi-\u00e9cran<\/span><\/h2>\n

D\u00e9sormais, plus de\u00a02 personnes sur 3<\/strong>\u00a0utilisent leur smartphone pour se connecter \u00e0 internet.<\/p>\n

Parall\u00e8lement, selon le Web Obervatoire 2014<\/span><\/a><\/span> de M\u00e9diam\u00e9trie : \u00ab\u00a0Les internautes utilisent en partie leur tablette comme un ordinateur avec des activit\u00e9s web<\/strong> (90%) : navigation, moteurs de recherche et consultation d\u2019applications. Sa particularit\u00e9 : les usages m\u00e9dias ou loisirs<\/strong> (78%), comme la consultation de sites d\u2019actualit\u00e9s, de recettes de cuisine ou de vid\u00e9os.\u00a0\u00bb<\/p>\n

Plusieurs habitudes se sont install\u00e9es et la premi\u00e8re est le fait de superposer un \u00e9cran<\/strong> (tablette ou smartphone) \u00e0 celui de la t\u00e9l\u00e9vision. Dans ce cas, la personne peut notamment\u00a0utiliser ce second \u00e9cran\u00a0avec des contenus diff\u00e9rents de ceux de la t\u00e9l\u00e9vision. Il est m\u00eame de plus en plus courant que la t\u00e9l\u00e9vision passe au second plan donc du statut de premier \u00e9cran au statut de second \u00e9cran.<\/p>\n

Une autre alternative d’utilisation\u00a0est celle de rendre les \u00e9crans compl\u00e9mentaires<\/strong>. Dans ce cas,\u00a0plusieurs \u00e9crans sont utilis\u00e9s pour une seule et m\u00eame activit\u00e9. Par exemple, on peut imaginer un internaute chercher la r\u00e9ponse \u00e0 un jeu TV sur son PC portable, exprimer le fait qu’elle y joue sur les r\u00e9seaux sociaux avec son smartphone et y jouer directement sur sa tablette.<\/p>\n

L’utilisation d’un second \u00e9cran voire d’un troisi\u00e8me \u00e9cran peut \u00eatre une opportunit\u00e9 pour\u00a0les\u00a0marques de multiplier leur visibilit\u00e9 et points de contact avec leur cible<\/strong>.<\/p>\n

Le multi-\u00e9cran pour mieux atteindre sa cible<\/span><\/h2>\n

Face \u00e0 ces nouveaux modes de travail et d’utilisation des plateformes, les marques voient de nouvelles opportunit\u00e9s s’offrir \u00e0 elles. On peut citer notamment celles de mieux conna\u00eetre les habitudes de consommation<\/strong> de leurs clients, leurs comportements<\/strong> (taux d’interaction ou \u00e9missions regard\u00e9es) mais \u00e9galement la possibilit\u00e9 d’installer de nouveaux modes d’interaction<\/strong>\u00a0entre les m\u00e9dias et leurs clients.<\/p>\n

Le multi-\u00e9cran : une nouvelle opportunit\u00e9 pour les annonceurs<\/span><\/h2>\n

Nos vies de tous les jours ont \u00e9t\u00e9 boulevers\u00e9es par l’\u00e8re du digital<\/span><\/a><\/span>. <\/strong>En particulier, la\u00a0consommation de l’information<\/strong>\u00a0et du contenu a profond\u00e9ment \u00e9volu\u00e9. Mais c’est aussi une nouvelle porte qui s’est ouverte aux annonceurs, celle du multi-\u00e9cran qui red\u00e9finie les pratiques publicitaires\u00a0et\u00a0offre des\u00a0opportunit\u00e9s naissantes<\/strong>\u00a0aux marques d’atteindre leurs cibles diff\u00e9remment<\/strong>.<\/p>\n

Consciente (ou oblig\u00e9es de l’\u00eatre) des opportunit\u00e9s qu’offrent le second \u00e9cran, les cha\u00eenes de t\u00e9l\u00e9vision offrent aux annonceurs de nouveaux moyens\u00a0d\u2019entrer en contact avec leur cible<\/strong>. Par exemple, le site Top Chef et l\u2019option \u00abDevant ma TV\u00bb int\u00e9gr\u00e9e aux applications du groupe M6, proposent de d\u00e9couvrir les recettes des candidats de l\u2019\u00e9mission. Ce syst\u00e8me interactif et compl\u00e8tement synchronis\u00e9 donne \u00e0 l’utilisateur, apr\u00e8s avoir t\u00e9l\u00e9charg\u00e9 l’application M6, la capacit\u00e9 de noter mais \u00e9galement commenter en live les recettes des candidats. Ils peuvent ensuite voir l’avis des diff\u00e9rents internautes et ont\u00a0la possibilit\u00e9 de partager \u00e0 leur tour leurs avis sur les r\u00e9seaux sociaux et m\u00eame de recevoir les fiches des recettes les plus innovantes. A noter que d\u00e9j\u00e0 presque 5 millions de t\u00e9l\u00e9chargement sur iphone et ipad ont \u00e9t\u00e9 r\u00e9alis\u00e9s selon la cha\u00eene.<\/p>\n

\"top<\/p>\n

La compl\u00e9mentarit\u00e9 TV\/second \u00e9cran propose \u00e9galement aux marques la capacit\u00e9 d\u2019interagir en direct<\/strong> avec les t\u00e9l\u00e9spectateurs via leur spot TV, permettant par la m\u00eame opportunit\u00e9\u00a0une meilleure mesure de l\u2019efficacit\u00e9 publicitaire<\/strong> de la t\u00e9l\u00e9vision. On note d’ailleurs de plus en plus de spots t\u00e9l\u00e9visuels utilisant Shazam<\/span><\/a><\/span> pour offrir aux t\u00e9l\u00e9spectateurs la possibilit\u00e9 de prolonger l’exp\u00e9rience t\u00e9l\u00e9visuelle<\/strong> avec leur smartphone.<\/p>\n

Par le biais de ce proc\u00e9d\u00e9, Kia a par exemple \u00e9labor\u00e9 un jeu concours innovant.<\/strong>\u00a0Le t\u00e9l\u00e9spectateur \u00e9tait invit\u00e9 \u00e0 se connecter, via son smartphone, sur l’application de la cha\u00eene qui diffusait la publicit\u00e9. Suite \u00e0 cela, il devait tendre son smartphone vers l’\u00e9cran TV quand le spot publicitaire Kia se d\u00e9voilait \u00e0 l’\u00e9cran. Ce mouvement permettait alors de basculer du spot publicitaire au jeu concours sur smartphone qui donnait la chance \u00e0 un des t\u00e9l\u00e9spectateurs de remporter une exemplaire de la derni\u00e8re n\u00e9e chez Kia.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nos journ\u00e9es, qu’elles soient dans notre vie personnelle que professionnelle, passent d’un \u00e9cran connect\u00e9 \u00e0 un autre et notre soci\u00e9t\u00e9 a d\u00e9velopp\u00e9 autour de cela […]<\/p>\n","protected":false},"author":11,"featured_media":4063,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[913,916,664,914,915],"class_list":["post-4042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-multi-ecran","tag-ordinateur","tag-smartphones","tag-tablettes","tag-television"],"yoast_head":"\nLes enjeux du multi-\u00e9cran - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Nos \u00e9crans connect\u00e9s se multiplient : mobile, tablette, TV. 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