{"id":5431,"date":"2025-08-03T16:00:39","date_gmt":"2025-08-03T20:00:39","guid":{"rendered":"https:\/\/calumetmedia.ca\/tuning-in-to-whats-next-launching-digital-audio-for-local-advertising-in-the-ottawa-valley\/"},"modified":"2025-08-03T17:53:40","modified_gmt":"2025-08-03T21:53:40","slug":"a-lecoute-de-lavenir-lancement-de-la-publicite-audio-numerique-pour-les-entreprises-locales-de-la-vallee-de-loutaouais","status":"publish","type":"post","link":"https:\/\/calumetmedia.ca\/fr\/a-lecoute-de-lavenir-lancement-de-la-publicite-audio-numerique-pour-les-entreprises-locales-de-la-vallee-de-loutaouais\/","title":{"rendered":"\u00c0 l\u2019\u00e9coute de l\u2019avenir : lancement de la publicit\u00e9 audio num\u00e9rique pour les entreprises locales de la Vall\u00e9e de l\u2019Outaouais"},"content":{"rendered":"\n<p>Avant de lancer Calumet Media, j\u2019ai travaill\u00e9 pendant 20 ans dans les m\u00e9dias locaux \u2014 dont 12 ans dans la radio.<\/p>\n\n\n\n<p>J\u2019\u00e9tais chez Rogers Radio \u00e0 Ottawa, o\u00f9 je g\u00e9rais les ventes num\u00e9riques pour des dizaines de stations \u00e0 travers l\u2019Est du Canada. \u00c0 l\u2019\u00e9poque, la diffusion en continu \u00e9tait per\u00e7ue comme un luxe \u2014 une d\u00e9pense \u00e9lev\u00e9e avec peu de retour. Pourquoi payer pour livrer votre contenu en ligne quand il est d\u00e9j\u00e0 gratuit sur les ondes FM?<\/p>\n\n\n\n<p>Mais le secteur a chang\u00e9. Et je l\u2019ai vu \u00e9voluer de pr\u00e8s.<\/p>\n\n\n\n<p>Les radios, autrefois omnipr\u00e9sentes dans nos maisons, <a href=\"https:\/\/www.edisonresearch.com\/radios-hardware-problem-deepens\/\">rejoignent peu \u00e0 peu les lecteurs VHS et les disques compacts dans les garde-robes<\/a>. Aujourd\u2019hui, ce sont les t\u00e9l\u00e9phones, les haut-parleurs intelligents et les applications comme Spotify, TuneIn ou iHeartRadio qui prennent leur place. Les gens \u00e9coutent encore leurs stations pr\u00e9f\u00e9r\u00e9es, mais souvent via une application ou une commande vocale \u2014 pas via une antenne. I watched as smart speakers quietly replaced radios in homes. And I was there when we first had to explain to advertisers that listeners were still tuning in\u2014just not through the tower anymore.<\/p>\n\n\n\n<p>Demandez \u00e0 Alexa ou Google de \u00ab jouer les nouvelles \u00bb, et vous entendrez probablement un flux audio local\u2026 avec une publicit\u00e9 ins\u00e9r\u00e9e dynamiquement, selon votre emplacement ou vos int\u00e9r\u00eats.<\/p>\n\n\n\n<p>Et ce n\u2019est pas une mauvaise chose. C\u2019est toujours de la publicit\u00e9 audio \u2014 simplement adapt\u00e9e \u00e0 notre \u00e9poque. Et aujourd\u2019hui, les petites entreprises d\u2019ici peuvent enfin en profiter.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u2019est-ce que la publicit\u00e9 audio num\u00e9rique ?<\/h2>\n\n\n\n<p>Si vous avez d\u00e9j\u00e0 entendu une publicit\u00e9 de 30 secondes sur Spotify, un message publicitaire avant un balado, ou une annonce pendant que vous \u00e9coutez une station radio sur votre t\u00e9l\u00e9phone ou haut-parleur intelligent \u2014 vous connaissez d\u00e9j\u00e0 la publicit\u00e9 audio num\u00e9rique.<\/p>\n\n\n\n<p>C\u2019est toujours une voix dans l\u2019oreille, mais au lieu de rejoindre tout le monde avec une radio, elle peut cibler :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Seulement les r\u00e9sidents du Pontiac<\/li>\n\n\n\n<li>Ou les gens de Pembroke \u00e2g\u00e9s de moins de 45 ans<\/li>\n\n\n\n<li>Ou ceux qui s\u2019int\u00e9ressent au jardinage, aux camions-restaurants ou \u00e0 l\u2019immobilier<\/li>\n<\/ul>\n\n\n\n<p>R\u00e9sultat : moins de gaspillage, plus de pr\u00e9cision, et de meilleurs r\u00e9sultats.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Radio vs audio num\u00e9rique : deux approches compl\u00e9mentaires<\/h2>\n\n\n\n<p>La radio traditionnelle rassemble son public en proposant une formule stable \u2014 on sait \u00e0 quoi s\u2019attendre en syntonisant. C\u2019est une pr\u00e9sence fiable, surtout en voiture ou au travail.<\/p>\n\n\n\n<p>La diffusion en continu renverse cette approche. Les auditeurs choisissent quoi \u00e9couter, quand ils le veulent. Une g\u00e9n\u00e9ration compl\u00e8te a grandi sans jamais attendre qu\u2019une chanson passe \u00e0 la radio \u2014 parce qu\u2019elle peut maintenant la demander \u00e0 la seconde.<\/p>\n\n\n\n<p>Mais cela ne veut pas dire que l\u2019audio num\u00e9rique s\u2019adresse seulement \u00e0 ceux qui ont abandonn\u00e9 la radio. En fait, la plupart des gens naviguent entre les deux, selon le moment et le contexte. C\u2019est une opportunit\u00e9 de les rejoindre \u00e0 plusieurs endroits, sur plusieurs plateformes.<\/p>\n\n\n\n<p>Voici un aper\u00e7u des donn\u00e9es pr\u00e9vues pour ao\u00fbt 2025 sur un r\u00e9seau publicitaire audio num\u00e9rique (incluant TuneIn, SoundCloud, iHeartRadio, etc.). Il montre combien de personnes peuvent \u00eatre rejointes, combien de pubs sont diffus\u00e9es, et \u00e0 quelle fr\u00e9quence un auditeur entend votre message.<\/p>\n\n\n\n<style>\n  .audio-inventory-table {\n    width: 100%;\n    border-collapse: collapse;\n    font-family: 'Segoe UI', Tahoma, Geneva, Verdana, sans-serif;\n    margin-bottom: 2rem;\n  }\n\n  .audio-inventory-table th,\n  .audio-inventory-table td {\n    padding: 12px 16px;\n    text-align: left;\n    border-bottom: 1px solid #ddd;\n  }\n\n  .audio-inventory-table th {\n    background-color: #f5f5f5;\n    font-weight: bold;\n    text-transform: uppercase;\n    font-size: 14px;\n  }\n\n  .audio-inventory-table tr:nth-child(even) {\n    background-color: #fafafa;\n  }\n\n  .audio-inventory-table caption {\n    caption-side: top;\n    font-size: 18px;\n    font-weight: 600;\n    text-align: left;\n    margin-bottom: 10px;\n  }\n\n  @media screen and (max-width: 600px) {\n    .audio-inventory-table th,\n    .audio-inventory-table td {\n      font-size: 14px;\n      padding: 10px;\n    }\n  }\n<\/style>\n\n<table class=\"audio-inventory-table\">\n  <caption>Port\u00e9e audio num\u00e9rique mensuelle par communaut\u00e9<\/caption>\n  <thead>\n    <tr>\n      <th>Communaut\u00e9<\/th>\n      <th>Auditoire total<\/th>\n      <th>Nombre d\u2019impressions<\/th>\n      <th>Fr\u00e9quence moyenne<\/th>\n    <\/tr>\n  <\/thead>\n  <tbody>\n    <tr><td colspan=\"4\"><strong>Eastern Ontario<\/strong><\/td><\/tr>\n    <tr><td>Renfrew<\/td><td>8,500<\/td><td>83,800<\/td><td>9.86<\/td><\/tr>\n    <tr><td>Arnprior<\/td><td>8,900<\/td><td>87,800<\/td><td>9.86<\/td><\/tr>\n    <tr><td>Eganville<\/td><td>800<\/td><td>7,200<\/td><td>9.00<\/td><\/tr>\n    <tr><td>Pembroke<\/td><td>12,900<\/td><td>182,000<\/td><td>14.11<\/td><\/tr>\n    <tr><td>Petawawa<\/td><td>5,100<\/td><td>44,500<\/td><td>8.73<\/td><\/tr>\n    <tr><td>Deep River<\/td><td>8,700<\/td><td>17,900<\/td><td>2.06<\/td><\/tr>\n    <tr><td>Golden Lake<\/td><td>600<\/td><td>5,200<\/td><td>8.67<\/td><\/tr>\n    <tr><td>Barry&rsquo;s Bay<\/td><td>2,300<\/td><td>20,100<\/td><td>8.74<\/td><\/tr>\n    <tr><td>Chalk River<\/td><td>200<\/td><td>1,500<\/td><td>7.50<\/td><\/tr>\n\n    <tr><td colspan=\"4\"><strong>Pontiac<\/strong><\/td><\/tr>\n    <tr><td>Shawville<\/td><td>1,300<\/td><td>11,300<\/td><td>8.69<\/td><\/tr>\n    <tr><td>Campbell\u2019s Bay<\/td><td>1,100<\/td><td>9,900<\/td><td>9.00<\/td><\/tr>\n    <tr><td>Fort-Coulonge<\/td><td>1,200<\/td><td>10,600<\/td><td>8.83<\/td><\/tr>\n    <tr><td>Isle-aux-Allumettes<\/td><td>1,200<\/td><td>10,600<\/td><td>8.83<\/td><\/tr>\n    <tr><td>Quyon &#038; Luskville<\/td><td>800<\/td><td>8,400<\/td><td>10.50<\/td><\/tr>\n  <\/tbody>\n<\/table>\n\n\n\n<p>Les habitudes d\u2019\u00e9coute \u00e9voluent, mais ces donn\u00e9es d\u00e9montrent clairement que le streaming gagne du terrain \u2014 m\u00eame dans les petites localit\u00e9s de la r\u00e9gion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi l\u2019audio fonctionne toujours<\/h2>\n\n\n\n<p>Les habitudes ont chang\u00e9. La plupart des maisons n\u2019ont plus de radio. Les tableaux de bord automobiles affichent maintenant Spotify aux c\u00f4t\u00e9s de vos stations FM. Et les haut-parleurs intelligents remplacent les radios de cuisine.<\/p>\n\n\n\n<p>Mais l\u2019audio, lui, reste puissant \u2014 plus que jamais.<\/p>\n\n\n\n<p>C\u2019est personnel. Souvent un \u00e0 un. Vous n\u2019\u00eates pas en concurrence avec des pop-ups ou des fils d\u2019actualit\u00e9. Vous parlez \u00e0 quelqu\u2019un pendant qu\u2019il conduit, cuisine ou prom\u00e8ne le chien.<\/p>\n\n\n\n<p>Et maintenant, on peut combiner cette force avec les outils du marketing moderne : ciblage par code postal, segmentation par langue ou int\u00e9r\u00eats, suivi des r\u00e9sultats.<\/p>\n\n\n\n<p>La radio nous a montr\u00e9 le pouvoir de la voix humaine. L\u2019audio num\u00e9rique ajoute simplement des donn\u00e9es, des outils de mesure, et de la pr\u00e9cision \u2014 sans perdre la connexion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Construisons ensemble votre prochaine campagne audio<\/h2>\n\n\n\n<p>Que vous soyez un resto \u00e0 Pembroke, un entrepreneur \u00e0 Fort-Coulonge ou un commerce \u00e0 Shawville \u2014 on peut vous aider \u00e0 rejoindre les bonnes personnes avec une campagne audio adapt\u00e9e \u00e0 votre budget.<\/p>\n\n\n\n<p>Chez Calumet Media, on s\u2019occupe de tout :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00c9criture et production de votre publicit\u00e9<\/li>\n\n\n\n<li>Diffusion sur les bonnes plateformes (Spotify, TuneIn, iHeart, balados, etc.)<\/li>\n\n\n\n<li>Ciblage g\u00e9ographique pr\u00e9cis<\/li>\n\n\n\n<li>Rapports clairs \u2014 impressions, clics, visites vers votre site<\/li>\n<\/ul>\n\n\n\n<p>J\u2019ai vu les deux c\u00f4t\u00e9s de cette \u00e9volution \u2014 des studios de radio jusqu\u2019aux algorithmes. Et j\u2019ai lanc\u00e9 Calumet Media pour rendre cette expertise accessible ici, chez nous.<\/p>\n\n\n\n<p>Si vous avez d\u00e9j\u00e0 fait de la pub radio, ou si vous n\u2019y avez jamais pens\u00e9&#8230; c\u2019est le moment d\u2019essayer.<\/p>\n\n\n\n<p>\u00c9crivez-moi. On peut en parler.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avant de lancer Calumet Media, j\u2019ai travaill\u00e9 pendant 20 ans dans les m\u00e9dias locaux \u2014 dont 12 ans dans la radio. J\u2019\u00e9tais chez Rogers Radio \u00e0 Ottawa, o\u00f9 je g\u00e9rais les ventes num\u00e9riques pour des dizaines de stations \u00e0 travers l\u2019Est du Canada. \u00c0 l\u2019\u00e9poque, la diffusion en continu \u00e9tait per\u00e7ue comme un luxe \u2014 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5420,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[77,125],"tags":[],"class_list":["post-5431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-page-daccueil","category-radio-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c0 l\u2019\u00e9coute de l\u2019avenir : lancement de la publicit\u00e9 audio num\u00e9rique pour les entreprises locales de la Vall\u00e9e de l\u2019Outaouais - Calumet Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/calumetmedia.ca\/fr\/a-lecoute-de-lavenir-lancement-de-la-publicite-audio-numerique-pour-les-entreprises-locales-de-la-vallee-de-loutaouais\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c0 l\u2019\u00e9coute de l\u2019avenir : lancement de la publicit\u00e9 audio num\u00e9rique pour les entreprises locales de la Vall\u00e9e de l\u2019Outaouais - Calumet Media\" \/>\n<meta property=\"og:description\" content=\"Avant de lancer Calumet Media, j\u2019ai travaill\u00e9 pendant 20 ans dans les m\u00e9dias locaux \u2014 dont 12 ans dans la radio. 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