{"id":88874,"date":"2026-04-01T21:41:57","date_gmt":"2026-04-01T19:41:57","guid":{"rendered":"https:\/\/actin-co.com\/?p=88874"},"modified":"2026-04-14T16:43:20","modified_gmt":"2026-04-14T14:43:20","slug":"creas-retail-media-roi-data-creation-etude-valiuz-actinco","status":"publish","type":"post","link":"https:\/\/actin-co.com\/fr\/creas-retail-media-roi-data-creation-etude-valiuz-actinco\/","title":{"rendered":"Data &#038; cr\u00e9ation : le nouveau ROI \u2013 insights \u00e9tude Valiuz"},"content":{"rendered":"<h1 data-start=\"924\" data-end=\"1020\"><span class=\"font-762333\"><strong data-start=\"924\" data-end=\"1020\">Les cr\u00e9ations retail media sont aujourd\u2019hui un levier cl\u00e9 de performance en e-commerce FMCG.<\/strong><\/span><\/h1>\n<p data-start=\"1022\" data-end=\"1232\"><span class=\"font-762333\">Pr\u00e9sent\u00e9e par <a href=\"https:\/\/www.valiuz.com\/fr\/etude-de-marche\">Valiuz<\/a> et partag\u00e9e dans le cadre des Lunchbox&amp;Insights ACTINCO, cette analyse issue de milliers de campagnes met en \u00e9vidence les leviers cr\u00e9atifs qui font r\u00e9ellement la diff\u00e9rence en termes de ROI.<\/span><\/p>\n<pre data-start=\"260\" data-end=\"285\"><a href=\"https:\/\/actin-co.com\/wp-content\/uploads\/2026\/04\/ACTINCO_lunchbox_ROI_crea_retail-_media.mp4\"><span class=\"font-762333\">\u25b6 Voir le replay vid\u00e9o\r\n<\/span><\/a><\/pre>\n<h2 data-start=\"1083\" data-end=\"1139\"><span class=\"font-762333\">Le cadre de l\u2019\u00e9tude<\/span><\/h2>\n<ul data-start=\"757\" data-end=\"981\">\n<li data-start=\"757\" data-end=\"792\"><span class=\"font-762333\">milliers de campagnes analys\u00e9es<\/span><\/li>\n<li data-start=\"793\" data-end=\"847\"><span class=\"font-762333\">donn\u00e9es issues de plusieurs enseignes retail media<\/span><\/li>\n<li data-start=\"848\" data-end=\"923\"><span class=\"font-762333\">analyse crois\u00e9e : performance (ROAS \/ ROS) + caract\u00e9ristiques cr\u00e9atives<\/span><\/li>\n<li data-start=\"924\" data-end=\"981\"><span class=\"font-762333\">donn\u00e9es anonymis\u00e9es (logique concurrentielle respect\u00e9e)<\/span><\/li>\n<\/ul>\n<p data-start=\"983\" data-end=\"1076\"><span class=\"font-762333\">\ud83d\udca1 Objectif : identifier <strong data-start=\"1008\" data-end=\"1076\">ce qui fait vraiment la diff\u00e9rence dans la performance des cr\u00e9as<\/strong><\/span><\/p>\n<h2 data-start=\"1083\" data-end=\"1139\">## Framework : optimiser les creas retail media ROI<\/h2>\n<h3 data-start=\"1141\" data-end=\"1177\"><span class=\"font-762333\">1. Couleurs : capter sans saturer<\/span><\/h3>\n<p data-start=\"1179\" data-end=\"1190\"><span class=\"font-762333\">\u2714 \u00c0 faire<\/span><\/p>\n<ul data-start=\"1191\" data-end=\"1342\">\n<li data-start=\"1191\" data-end=\"1228\"><span class=\"font-762333\">utiliser des couleurs contrast\u00e9es<\/span><\/li>\n<li data-start=\"1229\" data-end=\"1281\"><span class=\"font-762333\">cr\u00e9er une tension visuelle (2 couleurs oppos\u00e9es)<\/span><\/li>\n<li data-start=\"1282\" data-end=\"1342\"><span class=\"font-762333\">adapter au contexte de diffusion (site, mobile, dark mode)<\/span><\/li>\n<\/ul>\n<p data-start=\"1344\" data-end=\"1356\"><span class=\"font-762333\">\u2716 \u00c0 \u00e9viter<\/span><\/p>\n<ul data-start=\"1357\" data-end=\"1497\">\n<li data-start=\"1357\" data-end=\"1395\"><span class=\"font-762333\">fonds noirs (hors univers premium)<\/span><\/li>\n<li data-start=\"1396\" data-end=\"1459\"><span class=\"font-762333\">fonds blancs neutres (peu visibles en environnement retail)<\/span><\/li>\n<li data-start=\"1460\" data-end=\"1497\"><span class=\"font-762333\">couleurs trop pastel ou ton sur ton<\/span><\/li>\n<\/ul>\n<p data-start=\"1499\" data-end=\"1607\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0Une cr\u00e9a \u201cbelle\u201d n\u2019est pas forc\u00e9ment performante : <strong data-start=\"1567\" data-end=\"1607\">la visibilit\u00e9 prime sur l\u2019esth\u00e9tique\u00a0\u00bb<\/strong><\/span><\/p>\n<hr data-start=\"1609\" data-end=\"1612\" \/>\n<h3 data-start=\"1614\" data-end=\"1655\"><span class=\"font-762333\">2. Packshot : montrer vs faire d\u00e9sirer<\/span><\/h3>\n<p data-start=\"1657\" data-end=\"1668\"><span class=\"font-762333\">\u2714 \u00c0 faire<\/span><\/p>\n<ul data-start=\"1669\" data-end=\"1808\">\n<li data-start=\"1669\" data-end=\"1721\"><span class=\"font-762333\">sc\u00e9nariser le produit (mise en situation, usage)<\/span><\/li>\n<li data-start=\"1722\" data-end=\"1776\"><span class=\"font-762333\">projeter le consommateur (gourmandise, usage r\u00e9el)<\/span><\/li>\n<li data-start=\"1777\" data-end=\"1808\"><span class=\"font-762333\">limiter le nombre de produits<\/span><\/li>\n<\/ul>\n<p data-start=\"1810\" data-end=\"1822\"><span class=\"font-762333\">\u2716 \u00c0 \u00e9viter<\/span><\/p>\n<ul data-start=\"1823\" data-end=\"1947\">\n<li data-start=\"1823\" data-end=\"1858\"><span class=\"font-762333\">packshot seul (effet catalogue)<\/span><\/li>\n<li data-start=\"1859\" data-end=\"1909\"><span class=\"font-762333\">multiplication des r\u00e9f\u00e9rences (perte d\u2019impact)<\/span><\/li>\n<li data-start=\"1910\" data-end=\"1947\"><span class=\"font-762333\">redondance avec le rayon e-commerce<\/span><\/li>\n<\/ul>\n<p data-start=\"1949\" data-end=\"2022\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0<strong data-start=\"1966\" data-end=\"2022\">Sortir le produit de son pack augmente la conversion\u00a0\u00bb<\/strong><\/span><\/p>\n<hr data-start=\"2024\" data-end=\"2027\" \/>\n<h3 data-start=\"2029\" data-end=\"2068\"><span class=\"font-762333\">3. Message : simplifier radicalement<\/span><\/h3>\n<p data-start=\"2070\" data-end=\"2081\"><span class=\"font-762333\">\u2714 \u00c0 faire<\/span><\/p>\n<ul data-start=\"2082\" data-end=\"2218\">\n<li data-start=\"2082\" data-end=\"2104\"><span class=\"font-762333\">1 message = 1 cr\u00e9a<\/span><\/li>\n<li data-start=\"2105\" data-end=\"2127\"><span class=\"font-762333\">4 \u00e0 6 mots maximum<\/span><\/li>\n<li data-start=\"2128\" data-end=\"2161\"><span class=\"font-762333\">compl\u00e9mentarit\u00e9 image \/ texte<\/span><\/li>\n<li data-start=\"2162\" data-end=\"2218\"><span class=\"font-762333\">traduire visuellement (fra\u00eecheur, origine, naturalit\u00e9)<\/span><\/li>\n<\/ul>\n<p data-start=\"2220\" data-end=\"2232\"><span class=\"font-762333\">\u2716 \u00c0 \u00e9viter<\/span><\/p>\n<ul data-start=\"2233\" data-end=\"2307\">\n<li data-start=\"2233\" data-end=\"2261\"><span class=\"font-762333\">accumulation d\u2019arguments<\/span><\/li>\n<li data-start=\"2262\" data-end=\"2291\"><span class=\"font-762333\">redondance texte \/ visuel<\/span><\/li>\n<li data-start=\"2292\" data-end=\"2307\"><span class=\"font-762333\">slogans longs<\/span><\/li>\n<\/ul>\n<p data-start=\"2309\" data-end=\"2403\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0En digital, <strong data-start=\"2338\" data-end=\"2403\">2 \u00e0 3 secondes d\u2019attention \u2192 lisibilit\u00e9 imm\u00e9diate obligatoire\u00a0\u00bb<\/strong><\/span><\/p>\n<hr data-start=\"2405\" data-end=\"2408\" \/>\n<h3 data-start=\"2410\" data-end=\"2441\"><span class=\"font-762333\">4. CTA : d\u00e9clencher l\u2019action<\/span><\/h3>\n<p data-start=\"2443\" data-end=\"2454\"><span class=\"font-762333\">\u2714 \u00c0 faire<\/span><\/p>\n<ul data-start=\"2455\" data-end=\"2581\">\n<li data-start=\"2455\" data-end=\"2502\"><span class=\"font-762333\">verbes d\u2019action : d\u00e9couvrir, go\u00fbter, tester<\/span><\/li>\n<li data-start=\"2503\" data-end=\"2533\"><span class=\"font-762333\">CTA contrast\u00e9 visuellement<\/span><\/li>\n<li data-start=\"2534\" data-end=\"2581\"><span class=\"font-762333\">explicite (pas de \u201cen savoir plus\u201d g\u00e9n\u00e9rique)<\/span><\/li>\n<\/ul>\n<p data-start=\"2583\" data-end=\"2670\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0Le CTA est un <strong data-start=\"2614\" data-end=\"2645\">levier direct de conversion<\/strong>, pas un d\u00e9tail graphique\u00a0\u00bb<\/span><\/p>\n<hr data-start=\"2672\" data-end=\"2675\" \/>\n<h3 data-start=\"2677\" data-end=\"2725\"><span class=\"font-762333\">5. On-site vs Off-site : logiques diff\u00e9rentes<\/span><\/h3>\n<h3 data-start=\"2727\" data-end=\"2759\"><span class=\"font-762333\">On-site (drive \/ e-commerce)<\/span><\/h3>\n<ul data-start=\"2760\" data-end=\"2844\">\n<li data-start=\"2760\" data-end=\"2784\"><span class=\"font-762333\">proximit\u00e9 du produit<\/span><\/li>\n<li data-start=\"2785\" data-end=\"2813\"><span class=\"font-762333\">besoin d\u2019impact imm\u00e9diat<\/span><\/li>\n<li data-start=\"2814\" data-end=\"2844\"><span class=\"font-762333\">cr\u00e9a compl\u00e9mentaire du rayon<\/span><\/li>\n<\/ul>\n<h3 data-start=\"2846\" data-end=\"2866\"><span class=\"font-762333\">Off-site (media)<\/span><\/h3>\n<ul data-start=\"2867\" data-end=\"2958\">\n<li data-start=\"2867\" data-end=\"2904\"><span class=\"font-762333\">r\u00f4le de captation et m\u00e9morisation<\/span><\/li>\n<li data-start=\"2905\" data-end=\"2931\"><span class=\"font-762333\">importance du branding<\/span><\/li>\n<li data-start=\"2932\" data-end=\"2958\"><span class=\"font-762333\">sc\u00e9narisation plus forte<\/span><\/li>\n<\/ul>\n<p data-start=\"2960\" data-end=\"3047\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0<strong data-start=\"2977\" data-end=\"3047\">Une m\u00eame cr\u00e9a ne fonctionne pas de la m\u00eame fa\u00e7on selon le contexte\u00a0\u00bb<\/strong><\/span><\/p>\n<hr data-start=\"3049\" data-end=\"3052\" \/>\n<h3 data-start=\"3054\" data-end=\"3107\"><span class=\"font-762333\">6. Sp\u00e9cificit\u00e9s techniques : souvent sous-estim\u00e9es<\/span><\/h3>\n<p data-start=\"3109\" data-end=\"3120\"><span class=\"font-762333\">\u2714 \u00c0 faire<\/span><\/p>\n<ul data-start=\"3121\" data-end=\"3256\">\n<li data-start=\"3121\" data-end=\"3178\"><span class=\"font-762333\">exploiter toute la surface (pas uniquement safe zone)<\/span><\/li>\n<li data-start=\"3179\" data-end=\"3234\"><span class=\"font-762333\">tester en conditions r\u00e9elles (mobile, \u00e9cran r\u00e9duit)<\/span><\/li>\n<li data-start=\"3235\" data-end=\"3256\"><span class=\"font-762333\">adapter les formats<\/span><\/li>\n<\/ul>\n<p data-start=\"3258\" data-end=\"3270\"><span class=\"font-762333\">\u2714 Off-site<\/span><\/p>\n<ul data-start=\"3271\" data-end=\"3333\">\n<li data-start=\"3271\" data-end=\"3304\"><span class=\"font-762333\">statique &gt; GIF en performance<\/span><\/li>\n<li data-start=\"3305\" data-end=\"3333\"><span class=\"font-762333\">formats simples sur mobile<\/span><\/li>\n<\/ul>\n<p data-start=\"3335\" data-end=\"3424\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0Des contraintes techniques mal g\u00e9r\u00e9es = <strong data-start=\"3392\" data-end=\"3424\">perte directe de performance\u00a0\u00bb<\/strong><\/span><\/p>\n<hr data-start=\"3426\" data-end=\"3429\" \/>\n<h3 data-start=\"3431\" data-end=\"3456\"><span class=\"font-762333\">7. M\u00e9thode recommand\u00e9e <\/span><\/h3>\n<ul data-start=\"3458\" data-end=\"3609\">\n<li data-start=\"3458\" data-end=\"3482\"><span class=\"font-762333\">A\/B tester les cr\u00e9as<\/span><\/li>\n<li data-start=\"3483\" data-end=\"3534\"><span class=\"font-762333\">renouveler r\u00e9guli\u00e8rement (\u00e9viter la saturation)<\/span><\/li>\n<li data-start=\"3535\" data-end=\"3582\"><span class=\"font-762333\">adapter selon marque \/ cat\u00e9gorie \/ enseigne<\/span><\/li>\n<li data-start=\"3583\" data-end=\"3609\"><span class=\"font-762333\">int\u00e9grer data + cr\u00e9ation<\/span><\/li>\n<\/ul>\n<p data-start=\"3611\" data-end=\"3688\"><span class=\"font-762333\">\ud83d\udca1 \u00ab\u00a0Le ROI cr\u00e9atif est un <strong data-start=\"3650\" data-end=\"3688\">processus continu, pas un one shot\u00a0\u00bb<\/strong><\/span><\/p>\n<h2 data-start=\"3695\" data-end=\"3721\"><span class=\"font-762333\">Ce qu\u2019il faut retenir<\/span><\/h2>\n<ul>\n<li><span class=\"font-762333\">la data seule ne suffit pas \u2192 la cr\u00e9a est d\u00e9terminante<\/span><\/li>\n<li><span class=\"font-762333\">la performance repose sur des <strong data-start=\"3814\" data-end=\"3848\">r\u00e8gles simples mais exigeantes<\/strong><\/span><\/li>\n<li><span class=\"font-762333\">la diff\u00e9renciation visuelle est cl\u00e9 dans des environnements satur\u00e9s<\/span><\/li>\n<li><span class=\"font-762333\">le lien cr\u00e9ation \u2194 business est d\u00e9sormais mesurable<\/span><\/li>\n<\/ul>\n<hr data-start=\"3978\" data-end=\"3981\" \/>\n<h2 data-start=\"3695\" data-end=\"3721\"><span class=\"font-762333\">Remerciements et invit\u00e9s<\/span><\/h2>\n<ul data-start=\"3723\" data-end=\"3976\">\n<li data-start=\"3782\" data-end=\"3850\"><span class=\"font-762333\"><a href=\"https:\/\/www.linkedin.com\/in\/charlotte-galvain-535021104\/\">Charlotte Galvain<\/a><\/span><\/li>\n<li data-start=\"3851\" data-end=\"3922\"><span class=\"font-762333\"><a href=\"https:\/\/www.linkedin.com\/in\/manon-marais-a231391b1\/\">Manon Marais<\/a><\/span><\/li>\n<li data-start=\"3923\" data-end=\"3976\"><span class=\"font-762333\"><a href=\"https:\/\/www.linkedin.com\/in\/egidemaes\/\">Egide Ma\u00ebs-Evrard<\/a><\/span><\/li>\n<li data-start=\"3923\" data-end=\"3976\">Soci\u00e9t\u00e9s membres des <a href=\"https:\/\/actin-co.com\/fr\/masterminds\/\">Masterminds\u00ae 2026<\/a><\/li>\n<\/ul>\n<h2 data-start=\"3983\" data-end=\"3995\"><span class=\"font-762333\">\u25b6 Acc\u00e9der au replay<\/span><\/h2>\n<p data-start=\"4021\" data-end=\"4087\"><a href=\"https:\/\/actin-co.com\/wp-content\/uploads\/2026\/04\/ACTINCO_lunchbox_ROI_crea_retail-_media.mp4\"><span class=\"font-762333\">\ud83d\udc49 <strong data-start=\"4024\" data-end=\"4087\">\u00a0Lunchbox ACTINCO : Data &amp; cr\u00e9ation \u2013 le nouveau ROI<\/strong><\/span><\/a><\/p>\n<h2 data-start=\"3983\" data-end=\"3995\"><span class=\"font-762333\">\u25b6 Prochain Lunchbox : le 21 mai \u00e0 12h30<\/span><\/h2>\n<p data-start=\"4021\" data-end=\"4087\"><a href=\"https:\/\/actin-co.com\/fr\/marketing-engage-reussir-sans-tomber-dans-le-purpose-washing\/\"><span class=\"font-762333\">\ud83d\udc49 <strong data-start=\"4024\" data-end=\"4087\">\u00a0Marketing : Quelles conditions pour r\u00e9ussir son \u201cmarketing engag\u00e9\u201d et \u00e9viter l\u2019\u00e9cueil du \u201cpurpose washing\u201d<\/strong><\/span><\/a><\/p>\n<p data-start=\"4021\" data-end=\"4087\">\n","protected":false},"excerpt":{"rendered":"<p>Les cr\u00e9ations retail media sont aujourd\u2019hui un levier cl\u00e9 de performance en e-commerce FMCG. Pr\u00e9sent\u00e9e par Valiuz et partag\u00e9e dans [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":88901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[232,1,113,108,103],"tags":[185,233,262,263,264,265,266,267,268,269,270],"class_list":["post-88874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-retail-media","category-actinco","category-data-valorisation","category-e-commerce","category-events","tag-conference","tag-retail-media","tag-creas-retail-media","tag-roi-e-commerce","tag-performance-media","tag-valiuz","tag-ecommerce-fmcg","tag-publicite-digitale","tag-roas","tag-mastermind","tag-replay"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Data &amp; cr\u00e9ation : le nouveau ROI \u2013 insights \u00e9tude Valiuz - Actinco<\/title>\n<meta name=\"description\" content=\"Insights de l\u2019\u00e9tude Valiuz sur la performance des cr\u00e9as retail media : couleurs, packshots, message et CTA pour am\u00e9liorer le ROI des campagnes e-commerce en Drive.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/actin-co.com\/creas-retail-media-roi-data-creation-etude-valiuz-actinco\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data &amp; 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