{"id":2529,"date":"2025-10-02T14:23:39","date_gmt":"2025-10-02T14:23:39","guid":{"rendered":"https:\/\/impactmemoire.com\/?p=2529"},"modified":"2025-10-09T14:45:06","modified_gmt":"2025-10-09T14:45:06","slug":"barometre-2025","status":"publish","type":"post","link":"https:\/\/impactmemoire.com\/en\/barometre-2025\/","title":{"rendered":"BAROM\u00c8TRE 2025 : LES R\u00c8GLES D\u2019OR DE L\u2019EFFICACIT\u00c9 PUBLICITAIRE"},"content":{"rendered":"<h2 class=\"wp-block-heading\" id=\"qu-est-ce-que-les-meilleures-campagnes-2025-ont-en-commun\">Qu&#8217;est-ce que les meilleures campagnes 2025 ont en commun ? <\/h2>\n\n\n\n<p>Pour r\u00e9pondre \u00e0 cette question, Impact M\u00e9moire a men\u00e9 une \u00e9tude approfondie des communications diffus\u00e9es en 2025, \u00e0 partir de son outil exclusif <a href=\"https:\/\/impactmemoire.com\/en\/im-flash-pre-testez-vos-idees\/\" target=\"_blank\" rel=\"noreferrer noopener\">IM\/FLASH<\/a>, issu des <a href=\"https:\/\/impactmemoire.com\/en\/les-sciences-cognitives\/\" target=\"_blank\" rel=\"noreferrer noopener\">sciences cognitives<\/a>.<\/p>\n\n\n\n<p>Cette \u00e9tude, pr\u00e9sent\u00e9e au dernier Printemps des \u00c9tudes, d\u00e9crypte les succ\u00e8s et les \u00e9checs de ces campagnes pour vous partager les <strong>5 r\u00e8gles d\u2019or<\/strong> de l\u2019efficacit\u00e9 publicitaire et les grandes tendances qui ont marqu\u00e9 cette ann\u00e9e.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"barometre-2025-les-regles-d-or-de-l-efficacite\">Barom\u00e8tre 2025 : les r\u00e8gles d&#8217;or de l&#8217;efficacit\u00e9 <\/h2>\n\n\n\n<p>Le Barom\u00e8tre 2025, c\u2019est un scope de plus de&nbsp;<strong>100 spots TV<\/strong>, sur plus de&nbsp;<strong>10 secteurs d\u2019activit\u00e9<\/strong>, tous formats confondus.&nbsp;<\/p>\n\n\n\n<p><strong>Son objectif&nbsp;<\/strong>: identifier ce qui diff\u00e9rencie les campagnes efficaces en 2025 de celles qu\u2019on oublie.<\/p>\n\n\n\n<p>Cette \u00e9tude, men\u00e9e par notre \u00e9quipe d\u2019experts en neuroscience et communication, vient d\u00e9crypter&nbsp;:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Les tendances dominantes en 2025,<\/li>\n\n\n\n<li>Les recettes qui fonctionnent (et celles qui ne fonctionnent pas),<\/li>\n\n\n\n<li>Les erreurs fr\u00e9quentes \u00e0 \u00e9viter,<\/li>\n\n\n\n<li>Et surtout, les r\u00e8gles d\u2019or pour renforcer l\u2019impact de vos prochaines campagnes.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"les-grandes-tendances-2025\">Les grandes tendances 2025<\/h2>\n\n\n\n<p><strong>Approches cin\u00e9matographiques ou sagas, IA ou authenticit\u00e9, humour&#8230; <\/strong>Les grandes tendances publicitaires s\u2019affirment cette ann\u00e9e dans la contradiction.<\/p>\n\n\n\n<p>R\u00e9ponse \u00e0 un contexte social incertain o\u00f9 les r\u00e8gles de la communication \u00e9voluent rapidement, ces partis-pris ont \u00e9galement un impact sur l\u2019efficacit\u00e9 publicitaire des campagnes.<\/p>\n\n\n\n<p>Qu\u2019il s\u2019agisse de l\u2019\u00e9mergence apport\u00e9e par l\u2019utilisation des codes cin\u00e9matographiques ou la proximit\u00e9 instaur\u00e9e par l\u2019effet saga, ce barom\u00e8tre r\u00e9v\u00e8le les forces et les enjeux de ces approches et leur impact sur les conditions cl\u00e9s de l\u2019efficacit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"les-regles-d-or-de-l-efficacite\">Les r\u00e8gles d&#8217;or de l&#8217;efficacit\u00e9 <\/h2>\n\n\n\n<p>Ce barom\u00e8tre, en s\u2019appuyant sur les succ\u00e8s et les \u00e9checs des campagnes 2025, r\u00e9v\u00e8le \u00e9galement les grands leviers qui font la diff\u00e9rence entre les campagnes dont on se souvient et celles qu\u2019on oubli.<\/p>\n\n\n\n<p>En tout&nbsp;? <strong>5 r\u00e8gles d\u2019or <\/strong>qui contribuent \u00e0 une plus grande efficacit\u00e9 publicitaire :<\/p>\n\n\n\n<ul>\n<li>Attention&nbsp;: l\u2019\u00e9mergence s\u2019accompagne de sens<\/li>\n\n\n\n<li>Perception&nbsp;: renforcer l\u2019imm\u00e9diatet\u00e9 du message<\/li>\n\n\n\n<li>\u00c9motion&nbsp;: favoriser les \u00e9motions profondes pour approfondir la trace m\u00e9morielle<\/li>\n\n\n\n<li>Int\u00e9r\u00eat&nbsp;: transmettre les informations avec pertinence et clart\u00e9<\/li>\n\n\n\n<li>Attribution&nbsp;: un fondamental&#8230; que les marques peinent encore \u00e0 travailler.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Envie de d\u00e9couvrir plus en d\u00e9tail les grands enseignements de cette \u00e9tude&nbsp;? Ou de savoir si votre campagne diffus\u00e9e en 2025 fait partie de notre scope&nbsp;?<\/p>\n\n\n\n<div class=\"ghostkit-button-wrapper ghostkit-button-wrapper-gap-md\"><div class=\"ghostkit-button-wrapper-inner\">\n<a class=\"ghostkit-button ghostkit-button-md ghostkit-custom-ZEJjJO\" href=\"https:\/\/impactmemoire.com\/en\/contact\/#formulaire\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"ghostkit-button-text\">Demandez le barom\u00e8tre complet <strong>juste ici<\/strong><\/span><\/a>\n<\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-1024x575.png\" alt=\"\" class=\"wp-image-2531\" srcset=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-1024x575.png 1024w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-300x169.png 300w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-768x432.png 768w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-1536x863.png 1536w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-2048x1151.png 2048w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.25.20-18x10.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"ghostkit-grid ghostkit-grid-gap-md\"><div class=\"ghostkit-grid-inner\">\n<div class=\"ghostkit-col ghostkit-col-md-12 ghostkit-col-6\"><div class=\"ghostkit-col-content is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-1024x575.png\" alt=\"\" class=\"wp-image-2532\" srcset=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-1024x575.png 1024w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-300x169.png 300w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-768x432.png 768w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-1536x863.png 1536w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-2048x1151.png 2048w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.08-18x10.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<div class=\"ghostkit-col ghostkit-col-md-12 ghostkit-col-6\"><div class=\"ghostkit-col-content is-layout-flow wp-block-ghostkit-grid-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-1024x575.png\" alt=\"\" class=\"wp-image-2533\" srcset=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-1024x575.png 1024w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-300x168.png 300w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-768x431.png 768w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-1536x862.png 1536w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-2048x1149.png 2048w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/10\/Capture-decran-2025-10-09-a-16.26.32-18x10.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez les enseignements du Barom\u00e8tre 2025 : les r\u00e8gles de l&#8217;efficacit\u00e9 publicitaire <\/p>","protected":false},"author":1,"featured_media":2534,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":"","footnotes":""},"categories":[10,11],"tags":[],"class_list":["post-2529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-etude"],"_links":{"self":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2529","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/comments?post=2529"}],"version-history":[{"count":2,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2529\/revisions"}],"predecessor-version":[{"id":2536,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2529\/revisions\/2536"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media\/2534"}],"wp:attachment":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media?parent=2529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/categories?post=2529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/tags?post=2529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}