{"id":116718,"date":"2024-12-02T13:28:21","date_gmt":"2024-12-02T18:28:21","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116718"},"modified":"2025-12-02T15:34:39","modified_gmt":"2025-12-02T20:34:39","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/\">Perspectives<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Le blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Restez inform\u00e9 gr\u00e2ce \u00e0 des informations exploitables, des strat\u00e9gies d&#8217;experts et des id\u00e9es novatrices pour assurer le succ\u00e8s de votre marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":162268,\"title\":\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia 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contr\u00f4le\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/strategy\\\/ia-generative-sans-perdre-le-controle\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\u00e9gie\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/strategy\\\/\"}],\"related_info\":{\"author\":\"C\u00e9dric Bellenger\",\"publishedDate\":\"12 mars 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/Execution-to-Orchestration-875x438-Blog1.jpg\"},{\"id\":158767,\"title\":\"ChatGPT\u00a0ouvre la porte aux publicit\u00e9s : opportunit\u00e9s, limites et prochaines \u00e9tapes\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/publicites-chatgpt-guide-pour-les-marques\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Felicia DelVecchio\",\"publishedDate\":\"23 f\u00e9vrier 2026\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/ChatGPT-ads-are-official-875x438-Blog1.jpg\"},{\"id\":156986,\"title\":\"Les Annonces Local Services: un levier cl\u00e9 pour les marques multi-sites\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/local-search\\\/annonces-local-services-marques-multi-sites\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"La Recherche Locale\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/local-search\\\/\"}],\"related_info\":{\"author\":\"Kyle Harris\",\"publishedDate\":\"06 f\u00e9vrier 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\"}];\n    window.cta_label = 'En savoir plus'\n<\/script>\n\n<section id=\"hub-filter\" x-data=\"contentFilter\" data-language=\"fr-ca\" data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"  class=\"d-flex flex-column align-items-center\">\n\n    \n        <div class=\"d-flex flex-row w-100 max-w-1400\" data-role=\"resouce-filter\">\n            <!-- Resouce Filter -->\n            <div class=\"d-flex flex-row\">\n                                                            <button @click=\"activeFilter = '';\" :class=\"activeFilter === '' ? 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            <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 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19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                30 juillet 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Gavin Bowick                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            En bref : la fr\u00e9quence publicitaire n\u2019a de sens que lorsqu\u2019elle est mesur\u00e9e dans son contexte, et non comme un point de r\u00e9f\u00e9rence universel. Les sp\u00e9cialistes du marketing cherchent souvent \u00e0 conna\u00eetre la fr\u00e9quence publicitaire \u00ab optimale \u00bb, mais la r\u00e9ponse d\u00e9pend de bien plus que du nombre d\u2019impressions vues par une personne. Le moment de diffusion, l\u2019audience, la cr\u00e9ation publicitaire, les objectifs de campagne et la m\u00e9thodologie de mesure d\u00e9terminent tous si les expositions r\u00e9p\u00e9t\u00e9es g\u00e9n\u00e8rent une valeur incr\u00e9mentale ou des rendements d\u00e9croissants. D\u00e9couvrez pourquoi la fr\u00e9quence doit \u00eatre consid\u00e9r\u00e9e comme un \u00e9l\u00e9ment d\u2019une strat\u00e9gie de mesure plus large \u2014 et comment une approche plus nuanc\u00e9e peut mener \u00e0 de meilleures d\u00e9cisions m\u00e9dias. Jusqu\u2019\u00e0 r\u00e9cemment, je d\u00e9tenais un r\u00e9gime de retraite aupr\u00e8s d\u2019un ancien employeur. J\u2019avais continu\u00e9 d\u2019y verser des cotisations pendant des ann\u00e9es et j\u2019\u00e9tais un client satisfait, sans m\u00eame vraiment y penser. Puis j\u2019ai commenc\u00e9 \u00e0 voir \u00e0 r\u00e9p\u00e9tition leurs publicit\u00e9s sur YouTube, qui m\u2019encourageaient \u00e0 regrouper mes fonds de retraite. Je les ai vues si souvent que la campagne a produit l\u2019effet recherch\u00e9, mais aussi un effet inattendu : j\u2019ai transf\u00e9r\u00e9 mes fonds hors de ce r\u00e9gime et les ai regroup\u00e9s ailleurs \u2014 parce que ce genre de chose peut m\u2019agacer et que, peut-\u00eatre \u00e0 mon d\u00e9triment, je prends souvent des d\u00e9cisions pour faire valoir mon point de vue. Mon exp\u00e9rience ne prouve pas que la fr\u00e9quence publicitaire soit nuisible. Elle soul\u00e8ve toutefois une question importante pour les sp\u00e9cialistes du marketing : \u00e0 quel moment une impression suppl\u00e9mentaire cesse-t-elle d\u2019\u00eatre utile et commence-t-elle \u00e0 nuire au rendement de la campagne ? La r\u00e9ponse est plus complexe que ne le laisse croire cet indicateur. Que mesure r\u00e9ellement la \u00ab fr\u00e9quence \u00bb ? Un rapport r\u00e9cent de Google, The Effectiveness Equation, pr\u00e9sente un graphique indiquant une \u00ab port\u00e9e optimale \u00bb de 58 % et une \u00ab fr\u00e9quence optimale \u00bb de cinq. Le graphique illustre une surface de r\u00e9ponse port\u00e9e-fr\u00e9quence, le b\u00e9n\u00e9fice variant en fonction de ces deux variables d\u2019exposition m\u00e9dia. Surtout, le rapport pr\u00e9cise que ce graphique est fourni \u00e0 titre illustratif et que les surfaces de r\u00e9ponse r\u00e9elles sont influenc\u00e9es par les contraintes budg\u00e9taires, le ciblage, la faisabilit\u00e9 pratique des combinaisons de port\u00e9e et de fr\u00e9quence, ainsi que les interactions entre les canaux. La l\u00e9gende de la figure est ici particuli\u00e8rement importante. Mais cet axe de \u00ab fr\u00e9quence \u00bb soul\u00e8ve une question \u00e9vidente : cinq quoi ? Cinq impressions par jour ? Cinq par semaine ? Cinq par mois ? Cinq sur toute la dur\u00e9e de la campagne ? Cinq sur une seule plateforme ? Cinq sur l\u2019ensemble des m\u00e9dias ? Cinq impressions diffus\u00e9es, impressions visibles, vues compl\u00e8tes, expositions attentives ou expositions m\u00e9moris\u00e9es ? Le probl\u00e8me, c\u2019est que la \u00ab fr\u00e9quence \u00bb n\u2019est pas toujours mesur\u00e9e comme la plupart des gens l\u2019imaginent. Dans le langage courant, la fr\u00e9quence d\u00e9crit le nombre de fois o\u00f9 quelque chose se produit dans le temps. Sur la plupart des plateformes publicitaires, elle d\u00e9signe toutefois le nombre moyen d\u2019impressions diffus\u00e9es \u00e0 chaque personne comptabilis\u00e9e dans la port\u00e9e, au cours d\u2019une p\u00e9riode de rapport donn\u00e9e. fr\u00e9quence = impressions \/ port\u00e9e unique* *Le terme \u00ab unique \u00bb pouvant d\u00e9signer une personne, un compte, un appareil, un navigateur ou un foyer, selon la plateforme et le ciblage Cette distinction est importante, car modifier la p\u00e9riode de rapport modifie la fr\u00e9quence d\u00e9clar\u00e9e. Une campagne affichant une fr\u00e9quence moyenne de cinq sur une semaine est tr\u00e8s diff\u00e9rente d\u2019une campagne affichant une fr\u00e9quence moyenne de cinq sur six mois. La plateforme peut indiquer la m\u00eame moyenne, mais l\u2019exp\u00e9rience client ne sera probablement pas la m\u00eame. Une campagne peut sembler r\u00e9p\u00e9titive et intrusive, tandis que l\u2019autre passera presque inaper\u00e7ue. Ces sch\u00e9mas d\u2019exposition diff\u00e9rents cr\u00e9ent des possibilit\u00e9s diff\u00e9rentes en mati\u00e8re de m\u00e9morisation de la marque, de fatigue publicitaire et d\u2019irritation des clients. La fr\u00e9quence indique combien d\u2019impressions ont \u00e9t\u00e9 diffus\u00e9es \u2014 pas si ces impressions ont cr\u00e9\u00e9 de la valeur. Pourquoi la fr\u00e9quence moyenne ne dit pas tout C\u2019est important, car la publicit\u00e9 ne fonctionne pas de la m\u00eame mani\u00e8re dans toutes les situations. Un m\u00eame nombre d\u2019impressions peut produire des effets tr\u00e8s diff\u00e9rents selon leur r\u00e9partition dans le temps, la qualit\u00e9 de la cr\u00e9ation publicitaire, l\u2019audience, la cat\u00e9gorie de produit et le fait que la personne soit ou non en processus d\u2019achat. Voyez les choses ainsi : votre perception d\u2019une marque serait-elle la m\u00eame si vous voyiez la m\u00eame publicit\u00e9 50 fois sur une ann\u00e9e ou 50 fois en une seule semaine ? Le m\u00eame principe s\u2019applique \u00e0 la port\u00e9e. La port\u00e9e indique combien de personnes uniques ont vu votre publicit\u00e9 au cours d\u2019une p\u00e9riode de rapport donn\u00e9e, mais ce chiffre est lui aussi li\u00e9 au temps. Il est impossible d\u2019additionner simplement les chiffres de port\u00e9e hebdomadaire pour calculer la port\u00e9e mensuelle, car bon nombre des m\u00eames personnes ont pu \u00eatre expos\u00e9es au cours des deux semaines. Le d\u00e9fi est encore plus grand lorsqu\u2019on cherche \u00e0 estimer la port\u00e9e sur plusieurs plateformes qui ne partagent pas un identifiant utilisateur commun. Le rapport de Google le reconna\u00eet, mais un chiffre illustratif comme \u00ab cinq \u00bb peut facilement \u00eatre pris pour une r\u00e8gle. Il pr\u00e9sente la port\u00e9e et la fr\u00e9quence comme des variables de planification d\u00e9crivant la r\u00e9partition des budgets m\u00e9dias, notamment selon qu\u2019une campagne privil\u00e9gie une vaste exposition de l\u2019audience ou des expositions r\u00e9p\u00e9t\u00e9es aupr\u00e8s d\u2019un groupe plus restreint. Il donne un exemple simple : 1 000 impressions peuvent atteindre 1 000 personnes une fois, 250 personnes quatre fois, ou une personne 1 000 fois. Le nombre total d\u2019impressions est identique, mais le r\u00e9sultat commercial probable ne l\u2019est clairement pas. C\u2019est le principal enseignement. Le nombre total d\u2019impressions ne suffit pas \u00e0 d\u00e9terminer si une campagne est efficace \u2014 mais la fr\u00e9quence moyenne non plus. Pour comprendre le rendement, les sp\u00e9cialistes du marketing doivent aller au-del\u00e0 des indicateurs de diffusion et examiner comment les personnes vivent r\u00e9ellement ces impressions. Ce que les sp\u00e9cialistes du marketing devraient r\u00e9ellement mesurer Au lieu de demander \u00ab Quelle est la fr\u00e9quence publicitaire optimale ? \u00bb, les sp\u00e9cialistes du marketing devraient poser une autre question : Quelle valeur chaque impression suppl\u00e9mentaire cr\u00e9e-t-elle ? La r\u00e9ponse d\u00e9pend de la personne qui voit la publicit\u00e9, du moment o\u00f9 elle la voit et de l\u2019objectif vis\u00e9. Une deuxi\u00e8me ou une troisi\u00e8me impression peut am\u00e9liorer la m\u00e9morisation de la marque ou inciter quelqu\u2019un \u00e0 passer \u00e0 l\u2019action. \u00c0 la dixi\u00e8me impression, en revanche, vous d\u00e9pensez peut-\u00eatre simplement davantage pour toucher une personne qui a d\u00e9j\u00e0 pris sa d\u00e9cision. C\u2019est pourquoi il est si important de d\u00e9finir la r\u00e9ussite avant de lancer une campagne. Des objectifs clairs et les bons indicateurs cl\u00e9s de performance (KPI) fournissent le contexte n\u00e9cessaire pour d\u00e9terminer si une exposition suppl\u00e9mentaire g\u00e9n\u00e8re des r\u00e9sultats commerciaux significatifs ou ne fait que gonfler les indicateurs de diffusion. Ce contexte permet de d\u00e9terminer si une exposition suppl\u00e9mentaire g\u00e9n\u00e8re des r\u00e9sultats commerciaux significatifs \u2014 ou ne fait que gonfler les indicateurs de diffusion. Les premi\u00e8res impressions peuvent avoir peu d\u2019effet mesurable parce que l\u2019audience n\u2019a pas remarqu\u00e9 la marque ou ne l\u2019a pas associ\u00e9e \u00e0 un besoin. \u00c0 mesure que l\u2019exposition augmente, la notori\u00e9t\u00e9, la familiarit\u00e9 et la consid\u00e9ration peuvent progresser. Mais, \u00e0 terme, ces gains commencent \u00e0 ralentir. Les impressions suppl\u00e9mentaires peuvent devenir inefficaces et, dans certains cas, m\u00eame contre-productives. Mon exemple du r\u00e9gime de retraite rel\u00e8ve clairement de cette derni\u00e8re cat\u00e9gorie. La campagne a certes renforc\u00e9 ma connaissance du message de la marque, mais la notori\u00e9t\u00e9 n\u2019est pas toujours positive. Chaque impression suppl\u00e9mentaire ne me rapprochait pas du r\u00e9sultat recherch\u00e9 par l\u2019annonceur : elle me rendait plus d\u00e9termin\u00e9 \u00e0 partir. Pour moi, le rendement de ces derni\u00e8res impressions n\u2019\u00e9tait pas seulement faible. Il \u00e9tait n\u00e9gatif. C\u2019est pourquoi une \u00ab fr\u00e9quence optimale \u00bb ne doit pas \u00eatre trait\u00e9e comme une r\u00e8gle universelle. Elle r\u00e9sulte d\u2019un mod\u00e8le pr\u00e9cis, construit pour une audience, une campagne et un objectif commercial pr\u00e9cis. Modifiez ces conditions, et la r\u00e9ponse change elle aussi. Qu\u2019est-ce qui d\u00e9termine le niveau optimal d\u2019exposition publicitaire ? Il n\u2019existe pas de \u00ab fr\u00e9quence optimale \u00bb universelle. Le niveau d\u2019exposition appropri\u00e9 d\u00e9pend de votre audience, de votre cr\u00e9ation publicitaire, de votre objectif et du cycle d\u2019achat. Au minimum, les sp\u00e9cialistes du marketing devraient tenir compte de ces six facteurs : 1. P\u00e9riode consid\u00e9r\u00e9eCinq expositions en une journ\u00e9e et cinq expositions au cours d\u2019un trimestre ne constituent pas la m\u00eame exp\u00e9rience. Lorsque les impressions sont r\u00e9parties dans le temps, elles influencent la notori\u00e9t\u00e9 et la m\u00e9morisation diff\u00e9remment que lorsqu\u2019elles sont concentr\u00e9es sur une courte p\u00e9riode.2. Objectif de campagneLe niveau d\u2019exposition id\u00e9al pour d\u00e9velopper la notori\u00e9t\u00e9 de la marque peut \u00eatre tr\u00e8s diff\u00e9rent de celui qui permet de g\u00e9n\u00e9rer des ventes, d\u2019acqu\u00e9rir ou de fid\u00e9liser des clients, ou d\u2019am\u00e9liorer la rentabilit\u00e9. La fr\u00e9quence appropri\u00e9e d\u00e9pend de la d\u00e9finition de la r\u00e9ussite.3. Cat\u00e9gorie de produitLes produits achet\u00e9s fr\u00e9quemment peuvent b\u00e9n\u00e9ficier d\u2019expositions r\u00e9p\u00e9t\u00e9es \u00e0 proximit\u00e9 du moment de l\u2019achat. Les cat\u00e9gories qui exigent une plus grande r\u00e9flexion,comme les r\u00e9gimes de retraite, les assurances, les voitures, les logiciels d\u2019entreprise ou les pr\u00eats hypoth\u00e9caires, comportent des cycles de d\u00e9cision plus longs. Dans ces cas, une r\u00e9p\u00e9tition excessive sur une courte p\u00e9riode peut devenir contre-productive. 4. \u00c9tat d\u2019esprit de l\u2019audienceUne personne qui cherche activement des chaussures de course n\u2019est pas dans le m\u00eame \u00e9tat d\u2019esprit qu\u2019une personne qui regarde tranquillement YouTube et \u00e0 qui l\u2019on pr\u00e9sente une publicit\u00e9 pour un r\u00e9gime de retraite. La m\u00eame publicit\u00e9 peut avoir des effets tr\u00e8s diff\u00e9rents selon que l\u2019audience est pr\u00eate ou non \u00e0 acheter.5. Usure cr\u00e9ativeCertaines publicit\u00e9s gagnent en efficacit\u00e9 avec la r\u00e9p\u00e9tition parce qu\u2019elles renforcent la reconnaissance de la marque. D\u2019autres s\u2019usent rapidement, car la r\u00e9p\u00e9tition les rend pr\u00e9visibles, peu pertinentes ou simplement aga\u00e7antes.6. R\u00e9partition des impressionsUne fr\u00e9quence moyenne de cinq ne signifie pas que tout le monde a vu la publicit\u00e9 cinq fois. Cela peut signifier que la plupart des personnes ne l\u2019ont vue qu\u2019une fois, tandis qu\u2019un petit groupe l\u2019a vue 20 ou 30 fois. Se limiter \u00e0 la moyenne peut masquer les audiences les plus expos\u00e9es au risque de fatigue publicitaire. Ce dernier point est particuli\u00e8rement important dans la publicit\u00e9 num\u00e9rique. Les syst\u00e8mes d\u2019optimisation des plateformes peuvent naturellement rep\u00e9rer les personnes peu co\u00fbteuses \u00e0 atteindre ou qui semblent d\u00e9j\u00e0 susceptibles d\u2019effectuer une conversion. Cela peut am\u00e9liorer l\u2019efficacit\u00e9 \u00e0 court terme, mais aussi entra\u00eener la diffusion d\u2019un plus grand nombre d\u2019impressions aupr\u00e8s de la m\u00eame audience plut\u00f4t que d\u2019atteindre de nouveaux clients potentiels. Google souligne ce risque dans The Effectiveness Equation, en mettant en garde contre le fait de \u00ab pr\u00eacher aux convertis \u00bb. Se concentrer excessivement sur les personnes d\u00e9j\u00e0 susceptibles d\u2019effectuer une conversion peut am\u00e9liorer les indicateurs de campagne tout en n\u00e9gligeant l\u2019audience plus vaste n\u00e9cessaire \u00e0 la croissance \u00e0 long terme. Ces variables ne se r\u00e9sument pas facilement dans un seul graphique, et c\u2019est pr\u00e9cis\u00e9ment pourquoi les sp\u00e9cialistes du marketing ne devraient pas se fier \u00e0 une seule \u00ab fr\u00e9quence optimale \u00bb. Une meilleure mesure peut \u00eatre plus complexe, mais elle m\u00e8ne \u00e0 de meilleures d\u00e9cisions. Pourquoi l\u2019incr\u00e9mentalit\u00e9 compte davantage que les indicateurs de diffusion C\u2019est ici que la diff\u00e9rence entre efficience et efficacit\u00e9 devient importante. Une campagne peut sembler efficiente parce qu\u2019elle atteint \u00e0 r\u00e9p\u00e9tition des personnes d\u00e9j\u00e0 susceptibles d\u2019effectuer une conversion. Mais si elles devaient effectuer une conversion de toute fa\u00e7on, les impressions suppl\u00e9mentaires ne cr\u00e9ent peut-\u00eatre que peu de valeur incr\u00e9mentale. C\u2019est pourquoi les sp\u00e9cialistes du marketing accordent de plus en plus d\u2019importance \u00e0 l\u2019incr\u00e9mentalit\u00e9 : il s\u2019agit de d\u00e9terminer si la publicit\u00e9 a r\u00e9ellement modifi\u00e9 le comportement des clients, plut\u00f4t que de simplement observer ce qui s\u2019est produit ensuite. Prenons l\u2019exemple d\u2019une personne qui pr\u00e9voyait d\u00e9j\u00e0 acheter votre produit. Si elle effectue une conversion apr\u00e8s avoir vu votre campagne, il est tentant d\u2019attribuer la vente \u00e0 la publicit\u00e9. Mais sans savoir ce qui se serait pass\u00e9 si elle ne l\u2019avait pas vue, il est difficile de d\u00e9terminer si la publicit\u00e9 a r\u00e9ellement influenc\u00e9 le r\u00e9sultat. C\u2019est pourquoi la port\u00e9e et la fr\u00e9quence sont surtout utiles lorsqu\u2019elles s\u2019inscrivent dans une strat\u00e9gie de mesure plus large. Le rapport de Google recommande de combiner les tests d\u2019incr\u00e9mentalit\u00e9, l\u2019attribution et la mod\u00e9lisation du mix marketing (MMM), plut\u00f4t que de s\u2019appuyer sur une seule approche de mesure. Chaque m\u00e9thode r\u00e9pond \u00e0 une question diff\u00e9rente et, ensemble, elles offrent une vision beaucoup plus compl\u00e8te du rendement. Le principal constat est simple : les sp\u00e9cialistes du marketing doivent \u00e9viter de traiter la \u00ab fr\u00e9quence optimale \u00bb comme une r\u00e8gle universelle. Le niveau d\u2019exposition appropri\u00e9 d\u00e9pend de votre audience, de votre cr\u00e9ation publicitaire, de vos objectifs et du contexte dans lequel les personnes voient votre publicit\u00e9. La production de rapports peut elle aussi \u00eatre am\u00e9lior\u00e9e. Plut\u00f4t que d\u2019affirmer qu\u2019une campagne affichait \u00ab une fr\u00e9quence de cinq \u00bb, il est plus utile de pr\u00e9ciser qu\u2019elle a g\u00e9n\u00e9r\u00e9 en moyenne cinq impressions par personne atteinte sur une p\u00e9riode de 28 jours. Mieux encore, les sp\u00e9cialistes du marketing devraient aller au-del\u00e0 de la moyenne en indiquant comment les impressions ont \u00e9t\u00e9 r\u00e9parties \u2014 par exemple, combien de personnes ont vu une publicit\u00e9 une fois, deux \u00e0 trois fois, quatre \u00e0 six fois ou plus de dix fois. Surtout, reliez l\u2019exposition aux r\u00e9sultats commerciaux. Si la cinqui\u00e8me impression g\u00e9n\u00e8re un b\u00e9n\u00e9fice incr\u00e9mental, elle a de la valeur. Si la sixi\u00e8me n\u2019apporte rien, il s\u2019agit d\u2019une d\u00e9pense inutile. Si la dixi\u00e8me d\u00e9t\u00e9riore la perception de la marque, elle n\u2019est plus simplement inefficace \u2014 elle nuit activement \u00e0 votre campagne. Ce que les sp\u00e9cialistes du marketing devraient faire maintenant La port\u00e9e et la fr\u00e9quence demeurent de pr\u00e9cieux indicateurs de planification. Mais la fr\u00e9quence, telle qu\u2019elle est g\u00e9n\u00e9ralement pr\u00e9sent\u00e9e, n\u2019est qu\u2019une pi\u00e8ce du casse-t\u00eate de la mesure. Sans comprendre quand les impressions ont \u00e9t\u00e9 diffus\u00e9es, qui les a re\u00e7ues et quel r\u00e9sultat commercial vous cherchez \u00e0 influencer, il est impossible d\u2019affirmer qu\u2019une fr\u00e9quence donn\u00e9e est \u00ab optimale \u00bb. Au lieu de rechercher un point de r\u00e9f\u00e9rence universel, les sp\u00e9cialistes du marketing devraient b\u00e2tir des cadres de mesure qui relient la diffusion m\u00e9dia \u00e0 de v\u00e9ritables r\u00e9sultats commerciaux. Cela implique de d\u00e9finir des objectifs clairs, de s\u00e9lectionner les bons indicateurs cl\u00e9s de performance (KPI) et d\u2019aller au-del\u00e0 des indicateurs des plateformes pour comprendre ce qui g\u00e9n\u00e8re r\u00e9ellement un rendement incr\u00e9mental. Les meilleures strat\u00e9gies de mesure ne r\u00e9duisent pas le marketing \u00e0 un seul chiffre : elles fournissent le contexte n\u00e9cessaire pour prendre de meilleures d\u00e9cisions. C\u2019est pourquoi nous estimons que les sp\u00e9cialistes du marketing doivent consid\u00e9rer les indicateurs comme la fr\u00e9quence comme un point de d\u00e9part pour l\u2019analyse, et non comme la r\u00e9ponse finale. \u00c0 mesure que les plateformes publicitaires \u00e9voluent, notre fa\u00e7on de mesurer la r\u00e9ussite doit elle aussi \u00e9voluer. Chez DAC, nous aidons les sp\u00e9cialistes du marketing \u00e0 relier les indicateurs m\u00e9dias \u00e0 de v\u00e9ritables r\u00e9sultats commerciaux gr\u00e2ce \u00e0 des mesures, des analyses et des exp\u00e9rimentations plus intelligentes, afin qu\u2019ils puissent prendre de meilleures d\u00e9cisions d\u2019investissement en toute confiance.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/ce-que-les-specialistes-du-marketing-comprennent-mal-sur-la-frequence-publicitaire\/\" class=\"custom-cta\">\n                        En savoir plus                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/Apple-Maps-advertising-Blog1-875x438-1.jpg\" alt=\"Publicit\u00e9s Apple Maps : ce que les marques multi-sites doivent savoir\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/publicites-apple-maps-marques-multi-sites\/\">Publicit\u00e9s Apple Maps : ce que les marques multi-sites doivent savoir<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    29 juillet 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Kyle Harris \/ Victoria Khinevich\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Kyle Harris \/ Victoria Khinevich                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/\">La Recherche Locale<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/Social-media-age-restrictions-Blog1-875x438-1.jpg\" alt=\"Les restrictions d\u2019\u00e2ge sur les m\u00e9dias sociaux\u00a0: ce qu\u2019elles signifient pour les marques et les annonceurs\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/restrictions-age-medias-sociaux-marques-annonceurs\/\">Les restrictions d\u2019\u00e2ge sur les m\u00e9dias sociaux\u00a0: ce qu\u2019elles signifient pour les marques et les annonceurs<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                          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19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    03 juillet 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Jenna Watson\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Jenna Watson                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg\" alt=\"L\u2019IA ne r\u00e9glera pas vos probl\u00e8mes de donn\u00e9es clients : \u00a0pr\u00e9parez d\u2019abord votre CRM\u00a0\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/ia-ne-reglera-pas-mauvaises-donnees-clients-preparation-crm\/\">L\u2019IA ne r\u00e9glera pas vos probl\u00e8mes de donn\u00e9es clients : \u00a0pr\u00e9parez d\u2019abord votre CRM\u00a0<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    22 juin 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ruchika Dhunna\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Ruchika Dhunna                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/\">Proove Analytics<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Plus de nouvelles           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