{"id":6042,"date":"2018-09-27T10:02:13","date_gmt":"2018-09-27T08:02:13","guid":{"rendered":"http:\/\/lili-cast.com\/?p=6042"},"modified":"2020-03-03T11:01:56","modified_gmt":"2020-03-03T10:01:56","slug":"et-si-la-radio-faisait-enfin-sa-publicite","status":"publish","type":"post","link":"https:\/\/lilicast.com\/fr\/blog\/et-si-la-radio-faisait-enfin-sa-publicite\/","title":{"rendered":"Quand la radio fera sa pub"},"content":{"rendered":"

Ma r\u00e9flexion sur la publicit\u00e9 des radios m\u2019a amen\u00e9 cette semaine \u00e0 m\u00e9langer et secouer bien fort deux informations dans le m\u00eame shaker.<\/p>\n

Premi\u00e8rement RMC, grande radio nationale fran\u00e7aise est devenue une marque de\u2026 t\u00e9l\u00e9vision. Alors que SFR, op\u00e9rateur de t\u00e9l\u00e9phonie mobile est devenu par le fait\u2026 diffuseur de contenu. L\u2019un diffuse, l\u2019autre fabrique\u2026<\/p>\n

Ensuite,  \u00e7a y est, aux US, le pas est franchi. 51% des budgets publicitaires sont pass\u00e9s dans le digital.<\/p>\n

Quel rapport entre les deux me direz-vous ?<\/p>\n

Donc je me suis demand\u00e9 comment les radios faisaient aujourd\u2019hui leur publicit\u00e9. Comment vendre de la publicit\u00e9 ? \u00c7a elles savent. Comment expliquer aux annonceurs qu\u2019il faut faire de la publicit\u00e9 ? \u00c9videmment elles le savent aussi. Mais se mettre en avant elles-m\u00eames ? Il ne faudrait pas qu\u2019elles tombent dans le \u201cfais ce que je dis, fais pas ce que je fais\u201d.<\/em><\/p>\n

Vraiment je suis surpris de voir que les campagnes publicitaires des radios, si elles sont principalement locales, le sont quasi essentiellement encore sur les m\u00e9dias traditionnels. Clairement par \u201ctraditionnels\u201d, j\u2019entends les anciennes m\u00e9thodes qui ne parlent pas digital. Et oui : affichage sur les arr\u00eats de bus, panneaux sur les terrains de foot, sponsoring de concerts et autres spectacles.<\/p>\n

Bien s\u00fbr tout ceci fonctionne, en partie. Mais une campagne publicitaire qui n\u2019est pas 360\u00b0<\/a> fonctionne rarement.<\/p>\n

J\u2019ai pass\u00e9 5 jours passionnants \u00e0 IBC Amsterdam, \u00e0 discuter avec toutes sortes de responsables de radios : animateurs, producteurs, directeurs techniques, responsables d\u2019antenne. Alors j\u2019ai essay\u00e9, au maximum, de leur ouvrir \u00e0 nouveau le champs des possibles.<\/p>\n

\u00c9videmment que le nom de la radio est une marque. Sans aucun doute qu\u2019une \u00e9mission est un produit. Bien s\u00fbr que le nom de l\u2019animateur<\/a> est une marque.<\/p>\n

Ainsi une radio, comme n\u2019importe quelle entreprise a des marques, des produits. Alors il est urgent, quelle que soit leur taille, qu\u2019elles s\u2019en occupent et qu\u2019elles aient une approche compl\u00e8te de leur communication. Pour cela le temps o\u00f9 le digital \u00e9tait une opportunit\u00e9 est pass\u00e9\u2026 Nous en sommes au temps o\u00f9 le digital est une n\u00e9cessit\u00e9 vitale.<\/p>\n

Alors se pose le probl\u00e8me des ressources les plus rares dans le monde radio : le temps et la monnaie. Pour cela aussi IBC f\u00fbt un formidable vecteur de motivation pour l\u2019\u00e9quipe LiLiCAST<\/a>. D\u00e9finitivement, nous sommes une r\u00e9ponse pertinente \u00e0 tous ces enjeux.<\/p>\n

J\u2019avais h\u00e2te de rentrer\u2026 et de reprendre ma communication digitale.<\/p>\n

Arnaud<\/p>\n

Je CLIQUE\u2026 Je veux bien une d\u00e9mo !<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ma r\u00e9flexion sur la publicit\u00e9 des radios m\u2019a amen\u00e9 cette semaine \u00e0 m\u00e9langer et secouer bien fort deux informations dans … <\/p>\n

Lire plus<\/a><\/p>\n","protected":false},"author":1,"featured_media":7590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_trash_the_other_posts":false,"footnotes":""},"categories":[287],"tags":[328],"class_list":["post-6042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-radio","tag-actualite","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"\nPourquoi la radio devrait faire de la pub pour elle-m\u00eame - LiLiCAST<\/title>\n<meta name=\"description\" content=\"51% du budget d\u00e9di\u00e9 \u00e0 la communication est attribu\u00e9 aux canaux digitaux. 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