{"id":1505,"date":"2026-03-23T09:37:48","date_gmt":"2026-03-23T08:37:48","guid":{"rendered":"https:\/\/www.vous.sncf-connect.com\/blog\/?p=1505"},"modified":"2026-03-23T09:37:49","modified_gmt":"2026-03-23T08:37:49","slug":"etude-publicites-digitales-sncf-connect","status":"publish","type":"post","link":"https:\/\/www.vous.sncf-connect.com\/blog\/etude-publicites-digitales-sncf-connect\/","title":{"rendered":"Ce qu\u2019il faut retenir de notre \u00e9tude sur nos publicit\u00e9s digitales"},"content":{"rendered":"\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Un grand merci \u00e0 Th\u00e9o, Florentin, Jeanne, Fabien, Ath\u00e9na, P\u00e9rine, Murielle, Paul et Emmanuel qui ont particip\u00e9 \u00e0 nos ateliers d\u2019\u00e9changes les 27 et 28 janvier.<\/p>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Gr\u00e2ce \u00e0 vos retours, nous avons pu mieux comprendre vos perceptions des publicit\u00e9s digitales SNCF Connect et identifier des pistes d\u2019optimisation concr\u00e8tes pour les rendre plus utiles au quotidien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-retour-sur-les-ateliers\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Retour sur les ateliers<\/style=\"background-color:rgba(0,><\/h2>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">\u00c0 l\u2019occasion de ces ateliers, plusieurs membres de la communaut\u00e9 Connect &amp; Vous ont test\u00e9 nos publicit\u00e9s digitales et partag\u00e9 leurs attentes, leurs r\u00e9actions et leurs ressentis \u00e0 chaud.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-l-objectif-de-ces-echanges\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">L\u2019objectif de ces \u00e9changes<\/style=\"background-color:rgba(0,><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Mieux comprendre la perception actuelle des publicit\u00e9s digitales<\/li>\n\n\n\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Co\u2011construire des pistes pour rendre ces messages plus utiles et plus pertinents pour vous<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-principaux-enseignements\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Les principaux enseignements<\/style=\"background-color:rgba(0,><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-trois-roles-attendus-pour-sncf-connect\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Trois r\u00f4les attendus pour SNCF Connect<\/style=\"background-color:rgba(0,><\/h3>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Les publicit\u00e9s digitales sont per\u00e7ues comme utiles lorsqu\u2019elles remplissent trois fonctions cl\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Informer en proposant des solutions compl\u00e9mentaires au trajet recherch\u00e9<\/li>\n\n\n\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Aider en mettant en avant des fonctionnalit\u00e9s ou des offres utiles<\/li>\n\n\n\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Faire voyager en inspirant, tout en restant connect\u00e9 au voyage en train<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-deux-attentes-cles-en-matiere-d-optimisation\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Deux attentes cl\u00e9s en mati\u00e8re d\u2019optimisation<\/style=\"background-color:rgba(0,><\/h3>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Pour am\u00e9liorer l\u2019exp\u00e9rience, deux leviers ressortent clairement :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Une continuit\u00e9 lisible entre la publicit\u00e9 et la suite du parcours<\/li>\n\n\n\n<li><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Une aide per\u00e7ue comme utile, rassurante et bien contextualis\u00e9e, sans \u00eatre intrusive<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-et-maintenant\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Et maintenant ?<\/style=\"background-color:rgba(0,><\/h2>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">L\u2019ensemble de vos retours a \u00e9t\u00e9 analys\u00e9 et partag\u00e9 avec les \u00e9quipes concern\u00e9es. Ils constituent une base pr\u00e9cieuse pour faire \u00e9voluer nos pratiques et optimiser nos publicit\u00e9s digitales.<\/p>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Nous reviendrons vers vous pour vous pr\u00e9senter les premi\u00e8res \u00e9volutions rendues possibles gr\u00e2ce \u00e0 vos contributions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-retenir-en-un-coup-d-oeil\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">\u00c0 retenir en un coup d\u2019\u0153il<\/style=\"background-color:rgba(0,><\/h2>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">Retrouvez ci\u2011dessous l\u2019infographie qui synth\u00e9tise les enseignements cl\u00e9s issus de cette \u00e9tude.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1-683x1024.png\" alt=\"Infographie pr\u00e9sentant les enseignements d\u2019une \u00e9tude Connect &amp; Vous sur les publicit\u00e9s digitales SNCF Connect : trois r\u00f4les attendus (informer, aider, faire voyager) et deux axes d\u2019optimisation, avec un parcours publicitaire coh\u00e9rent et une aide utile et rassurante tout au long du parcours.\" class=\"wp-image-1506\" srcset=\"https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1-683x1024.png 683w, https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1-200x300.png 200w, https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1-768x1152.png 768w, https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1-180x270.png 180w, https:\/\/www.vous.sncf-connect.com\/blog\/wp-content\/uploads\/2026\/03\/INFOGR_1.png 800w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-et-vous-qu-en-pensez-vous\"><style=\"background-color:rgba(0, 0,=\"\" 0)\"=\"\" class=\"has-inline-color has-black-color\">Et vous, qu\u2019en pensez\u2011vous ?<\/style=\"background-color:rgba(0,><\/h3>\n\n\n\n<p><style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-black-color\">N\u2019h\u00e9sitez pas \u00e0 partager votre avis ou \u00e0 participer aux prochaines \u00e9tudes de la communaut\u00e9 <a href=\"https:\/\/www.vous.sncf-connect.com\/\">Connect &amp; Vous<\/a> pour continuer \u00e0 co\u2011construire avec nous.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un grand merci \u00e0 Th\u00e9o, Florentin, Jeanne, Fabien, Ath\u00e9na, P\u00e9rine, Murielle, Paul et Emmanuel qui ont particip\u00e9 \u00e0 nos ateliers d\u2019\u00e9changes les 27 et 28 janvier. Gr\u00e2ce \u00e0 vos retours, nous avons pu mieux comprendre vos perceptions des publicit\u00e9s digitales SNCF Connect et identifier des pistes d\u2019optimisation concr\u00e8tes pour les rendre plus utiles au quotidien. Retour sur les ateliers Les principaux enseignements Les publicit\u00e9s digitales sont per\u00e7ues comme utiles lorsqu\u2019elles remplissent trois fonctions cl\u00e9s : Deux attentes cl\u00e9s en mati\u00e8re&#8230;<\/p>\n<p class=\"read-more\"><a class=\"btn btn-default\" href=\"https:\/\/www.vous.sncf-connect.com\/blog\/etude-publicites-digitales-sncf-connect\/\">Lire la suite<span class=\"screen-reader-text\"> Lire la suite<\/span><\/a><\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-1505","post","type-post","status-publish","format-standard","hentry","category-co-construction"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v21.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ce qu\u2019il faut retenir de notre \u00e9tude sur nos publicit\u00e9s digitales - 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