{"id":25441,"date":"2023-01-03T18:20:55","date_gmt":"2023-01-03T17:20:55","guid":{"rendered":"https:\/\/optidigital.com\/non-classifiee\/petit-fute\/"},"modified":"2025-06-11T12:06:14","modified_gmt":"2025-06-11T10:06:14","slug":"petit-fute","status":"publish","type":"post","link":"https:\/\/optidigital.com\/fr\/ressources\/etudes-de-cas\/petit-fute\/","title":{"rendered":"Petit Fut\u00e9"},"content":{"rendered":"\n

Entretien avec Louis G\u00e9neau de Lamarliere, Directeur Digital de Petit Fut\u00e9<\/h2>\n\n\n\n

Depuis sa cr\u00e9ation en 1976, Petit Fut\u00e9<\/a> a su s’imposer comme l’une des r\u00e9f\u00e9rences dans le domaine du tourisme (82% de notori\u00e9t\u00e9). Des millions de voyageurs sont partis \u00e0 la d\u00e9couverte de la France et du monde avec leurs guides sous le bras.<\/em><\/p>\n\n\n\n

Petit Fut\u00e9 a \u00e9galement su prendre le virage num\u00e9rique avec plus de 60 Millions de visiteurs par an sur ses sites web. Pour cela, Petit Fut\u00e9 n\u2019a de cesse de d\u00e9velopper son offre sur les nouveaux m\u00e9dias tout en r\u00e9pondant au mieux aux nouvelles tendances, nouvelles envies des internautes, mais aussi et surtout aux nouveaux modes d\u2019information et de consommation dans les domaines du voyage et des loisirs.<\/em><\/p>\n\n\n\n

Pourquoi Opti Digital ?<\/h4>\n\n\n\n

Lors de nos premiers \u00e9changes avec les \u00e9quipes d\u2019Opti Digital nous avons \u00e9t\u00e9 s\u00e9duits par leur approche orient\u00e9e \u00e9diteur. Cette derni\u00e8re combine une volont\u00e9 de proposer des solutions \u00e0 la pointe technologiquement, facile \u00e0 mettre en place tout en offrant une grande transparence \u00e0 l\u2019\u00e9diteur.\u00a0<\/p>\n\n\n\n

Quel \u00e9tait le d\u00e9fi \u00e0 relever avant de collaborer avec Opti Digital ? \u200b<\/h4>\n\n\n\n

Notre plus grand challenge \u00e9tait d\u2019obtenir une meilleure compr\u00e9hension de notre inventaire publicitaire afin de pouvoir mettre en place des solutions d\u2019optimisation adapt\u00e9es et efficaces.<\/p>\n\n\n\n

Quelles sont les solutions propos\u00e9es par Opti Digital ? \u200b<\/h4>\n\n\n\n

Cela a d’abord commenc\u00e9 par une capacit\u00e9 d\u2019\u00e9coute de l\u2019\u00e9quipe d\u2019Opti Digital pour cerner nos probl\u00e9matiques et enjeux. Ensuite leurs reportings et leurs conseils nous ont permis de d\u00e9finir de nouveaux KPIs afin de mesurer l\u2019impact li\u00e9 aux changements op\u00e9r\u00e9s relatifs \u00e0 notre gestion publicitaire. Enfin leurs solutions technologiques (lazy loading, refresh intelligent, price floors, branchement de nouveaux SSP\u2026) nous ont permis de mieux valoriser notre inventaire tout en maitrisant la pression publicitaire sur les internautes.<\/p>\n\n\n\t

\n\t\t
\n\t\t\t

Cela a d'abord commenc\u00e9 par une capacit\u00e9 d\u2019\u00e9coute de l\u2019\u00e9quipe d\u2019Opti Digital pour cerner nos probl\u00e9matiques et enjeux. Ensuite leurs reportings et leurs conseils nous ont permis de d\u00e9finir de nouveaux KPIs afin de mesurer l\u2019impact li\u00e9 aux changements op\u00e9r\u00e9s relatifs \u00e0 notre gestion publicitaire.<\/h4>\n\t\t\t
\n\t\t\t\t\t\t\t\t

Louis G\u00e9neau<\/b>Directeur Digital de Petit Fut\u00e9<\/p>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n\n

Quels sont vos objectifs pour 2023 ?\u200b<\/h4>\n\n\n\n

Tout d\u2019abord, renouer avec la croissance apr\u00e8s des ann\u00e9es difficiles marqu\u00e9es par le COVID.<\/p>\n\n\n\n

Ensuite, nous sommes dans une d\u00e9marche qualitative et non quantitative quand il s\u2019agit de publicit\u00e9. L\u2019id\u00e9e n\u2019est donc pas de multiplier les formats, mais de se concentrer sur ceux qui apportent le plus de valeur aux internautes et \u00e0 aux annonceurs tout en garantissant un bon niveau de performances au niveau du site WEB.<\/p>\n\n\n\n

Enfin, suite au lancement de nos sites espagnol, anglais et encore plus r\u00e9cemment de nos sites allemand et chinois, nous avons pour ambition de mieux mon\u00e9tiser ces audiences en forte croissance.<\/p>\n\n\n\n

Que recommanderiez-vous aux \u00e9diteurs pour \u00e9tablir une bonne strat\u00e9gie de mon\u00e9tisation ?\u200b<\/h4>\n\n\n\n

Ne pas h\u00e9siter \u00e0 se faire accompagner afin de pouvoir se concentrer sur son contenu et sur ce qui fait le succ\u00e8s de son site. La mon\u00e9tisation vient avec l\u2019audience et pas l\u2019inverse.<\/p>\n","protected":false},"excerpt":{"rendered":"

Petit Fut\u00e9 met en place des solutions d’optimisation publicitaires efficaces et adapt\u00e9es gr\u00e2ce \u00e0 Opti Digital<\/p>\n","protected":false},"author":13,"featured_media":23884,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[582],"tags":[],"class_list":["post-25441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas"],"acf":[],"yoast_head":"\nPetit Fut\u00e9 | \u00c9tudes de Cas | Opti Digital<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment Petit Fut\u00e9 a r\u00e9ussi \u00e0 augmenter ses revenus publicitaires de 12 % gr\u00e2ce \u00e0 l\u2019accompagnement d\u2019Opti Digital.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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