Pour les fêtes, Mobext et Havas Media lancent la toute première campagne audio mobile dynamique avec DCO pour « Les Idées Cadeaux » de KIABI

  • Pour les fêtes, Mobext et Havas Media lancent la toute première campagne audio mobile dynamique avec DCO (Dynamic Creative Optimization) pour « Les Idées Cadeaux » de KIABI. Une première en France !

    Mobext conduit cette nouvelle et innovante campagne Idées Cadeaux de Kiabi en audio-DCO avec un objectif drive-to-store, pratique par laquelle des créations publicitaires digitales audio sont automatiquement optimisées au fur et à mesure de leur diffusion grâce à la data afin de créer du trafic dans les points de ventes physiques.

    Par le biais d’une plateforme spécialisée et à l’aide d’un DSP audio partenaire, des créations dynamiques de la Campagne de Noël sont personnalisées pour chaque mobinautes, grâce à des paramètres préalablement indiqués (date, météo, CSP, etc…) pour promouvoir l’offre de Kiabi.

    Cette campagne utilise deux paramètres de data dynamique :

    • La géolocalisation : le mobinaute exposé à la publicité audio sera invité à se rendre dans l’un des magasins de la région le plus proche de sa localisation.
    • La date : un compte à rebours annoncera le nombre de jours restants jusqu’à Noël

    Le message diffusé fait la promotion de trois catégories de produits distincts, t-shirt femmes, pull homme et t-shirt enfant réversible. Une piste audio est dédiée à chaque produit afin d’y appliquer le bon ciblage socio-démographique.

    Afin de mesurer au mieux la portée de cette campagne, une étude Footfall (tracking des visites mesurées en magasin) sera menée jusqu’à J+7 post-campagne par Mobext afin d’évaluer l’impact de la campagne sur les visites en magasin.

    La campagne audio mobile arrive en soutien ciblé des campagnes radio classique, display et mobile.

    Orchestré par Mobext et Havas Media, la campagne est en écoute du 13 au 25 décembre sur Spotify, Soundcloud, et les webradios d’NRJ Group (NRJ, Rire&Chanson, Nostalgie,CherieFM…) et d’AdWave (Radio Nova, MFM, Euronews, Générations, Radio FG…)

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