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(Re)discover the essential digital Advent Calendar

by Audrey Edart | Apr 14, 2025 | Audience engagement, Collect data, Engagement, Lead gen strategy

The digital advent calendar, that essential tool that takes us back to our childhood memories, is the ideal way to celebrate the festive season. Setting up a digital advent calendar in your marketing strategy is offering you a unique opportunity. Celebrate this special time of year while strengthening the relationship with your audience.

Against this enchanting backdrop, invite your users to take part every day during the month of December. It’s a great opportunity to engage, recruit and qualify your prospects!

In this article, we explore the benefits of the digital advent calendar, how it can be used in a campaign, and some concrete customer use cases. Let’s dive into the fairytale world of these interactive campaigns that transcend the boundaries of time to connect brands with their audiences throughout December.

SUMMARY

1. Why choose a digital advent calendar?
2. How to use a digital advent calendar in a marketing campaign
3. Examples of digital advent calendars from our customers
Conclusion

1. Why choose a digital advent calendar?

When the lights are twinkling and the excitement around the holidays is building, brands can find a unique opportunity to connect with their audience. By the way, the French spend around 5 hours online every day. The digital advent calendar is emerging as a powerful marketing strategy.

Creating a strong commitment

Christmas is a great time for engagement, and a digital advent calendar offers a unique opportunity to spend time with your audience throughout December. Last year, an average of no less than 8 games per user were played on Adictiz’s December calendars!

Every day, a new offer or mechanic is unveiled (from a wide choice of game mechanics and customisable content), encouraging participants to return to the campaign regularly.

Recruter et qualifier des leads

A well-designed <a href="https://www.adictiz.com/en/project/advent-calendar/" target="_blank" rel="noopener" title="Events calendar
” style=”color: #000000;text-decoration: underline”>Advent calendar campaign is the ideal way to recruit and qualify leads. Beyond the fun and festive aspect it brings to the festive season, this type of campaign stands out for its ability to recruit and qualify leads strategically.

What’s more, the daily offers and surprises encourage visitors to sign up and take part, enabling brands and chains to develop a prospect base. In 2022, Adictiz recorded 800k registrations for all December calendars!

Thanks to customisable forms and a variety of mechanisms, it’s easy to qualify your database!

Collect opt-in leads

Placed on a homepage, the advent calendar will be an excellent data-gathering tool. A well thought-out form will help you transform your web traffic, which is often higher before Christmas, into opt-in leads. What’s more, this first-party data is invaluable, enabling the information gathered to be used to target future campaigns more effectively.

The more attractive they are, the more likely you are to convert visitors into subscribers. So to optimise your performance, think 100% winner and give away discount vouchers to use in the shop or on your website!

2. How to use a digital advent calendar in a marketing campaign

Now you know the advantages of the digital advent calendar. Cette deuxième partie vous plongera dans les détails de sa mise en place, révélant les astuces qui vous permettent de réaliser des calendriers performants.

Taking care of the calendar’s design

The online advent calendar is fully customisable, giving you the choice of the number of boxes, the type of content and its distribution (Facebook, iFrame or dedicated domain). The possibilities are vast, from varied game mechanics to text, image, video or downloadable content. Your visual identity is the key to an attractive campaign.

Creating a coherent story

Advent calendars allow brands to create an in-depth storytelling experience, offering users an immersive experience at the heart of their brand universe. By offering prizes to be won every day for 24 days, you can multiply the amount of contact and time spent with users. Each day has its own box and a chance to communicate with your prospects. Vous pouvez ainsi raconter une histoire ou partager les valeurs de votre marque pour toucher votre audience.

Stimulate sharing thanks to the social gauge

Some features, such as the social gauge, help to stimulate the sharing of the game between users. Encourage participants to invite their friends to increase their chances of winning. This feature generates qualified traffic and improves the return on investment (ROI) of the operation.

3. Les exemples de calendrier de l’avent digitaux par nos clients

Floa’s interactive advent calendar: A winning strategy for raising awareness and qualifying prospects

Floa Bank cleverly opted for an advent calendar to raise its brand awareness while qualifying its prospects. The results speak for themselves, with an opt-in rate of 36% and no fewer than 1,000 shares on social networks. The campaign is proving to be an undeniable success for the online bank. By implementing this creative approach, Floa has set itself apart by offering its customers an interactive and engaging experience. The advent calendar is proving to be an effective way of strengthening its presence and attracting consumer interest.

How Class’ Croute won over 50k prospects with a digital advent calendar

The advent calendar can be a powerful tool for attracting leads, as shown by the Class’Croute experience. Using a simple calendar with a scratch-off system, the company succeeded in recruiting no fewer than 50,000 subscribers during their campaign. This clever device captivated users, who played an average of 4.5 times each. Undeniable proof that this fun, interactive strategy is bearing fruit in terms of acquiring new prospects.

Find out how Savencia achieved a 41% opt-in rate

Savencia has set up a digital advent calendar aimed at recruiting leads for its Qui Veut Du Fromage website. With an impressive opt-in rate of 41%, the success of this initiative is undeniable. What’s more, the neat, gourmet design immerses users in the world of the brand. The digital advent calendar has proved to be an effective way for Savencia to communicate with and engage its consumers. This interactive strategy demonstrates the importance of innovation in creating lasting links with its community.

How Speedy’s campaign attracted 37k new leads

Speedy has chosen an advent calendar to attract new leads. Highlighting its various shops throughout France, the company stood out with an original and attractive campaign. The results were immediate, with the campaign attracting no fewer than 37,000 subscribers.

This strategy demonstrates the effectiveness of the advent calendar as a means of capturing the attention of prospective customers and arousing their interest in the brand. Speedy was able to take advantage of this initiative to increase its visibility and strengthen its links with prospective customers throughout France.

Conclusion

Thanks to its customisability, this traditional game mechanic can be adapted to any story you want to tell. As well as delighting your prospects and customers at the festive season, it will also enable you to achieve your various objectives. In short, this timeless device is sure to end the year on a high note!

Ready to engage your community in an unforgettable festive adventure? Then go ahead and offer your customers and prospects a memorable digital Advent Calendar!

4 tips for creating a successful winning moment

by Audrey Edart | Apr 14, 2025 | Audience engagement, Engagement

Is your brand looking for new marketing levers to engage and retain its audience? Gamified and interactive campaigns are effective levers for achieving these objectives, particularly when they rely on the interactive mechanics of the winning moment.

This game lets participants know immediately if they’ve won a prize or a gift is just as addictive as it is beneficial for the brands that organise it. They stand out from fake games where participants never win anything (spam, scams).

In this article, we reveal the main advantages that a brand can gain from creating an instant win game online and how to run a successful campaign in 4 steps.

What is an instant win game?

The principle behind instant win games is simple: it’s a game mechanic in which participants know immediately after playing that they have won a prize whether they have won a gift or not. This distinguishes it from another type of marketing game, such as a prize draw, where you have to wait a certain amount of time (usually several days/weeks) before finding out who the big winners are.

The first advantage of this instantaneous aspect is that it makes you want to participatebecause you’ll know immediately whether you’ve won a prize or not. It’s also very simple for the company. The instant win game works by time slots designated as ‘winning’. So all you have to do is enter at the right time to win a gift. And outside these time slots, all participants will lose.

Companies can also opt for a 100% winning mechanism. All they have to do is distribute a promotional code at the end of the operation (even in the losing slots) and offer larger prizes in certain time slots.

Instant win competitions have become increasingly popular because of their immediacy and simplicity. Companies set them up on their social networks or websites to engage their audience, build customer loyalty or promote a new product/service.

The different types of instant win games

The popularity of instant win marketing games is also due to their versatility. It is possible to choose from different game mechanics depending on your target audience and the objectives you want to achieve.

For example :

Create a wheel of luck (or fortune). This is a must-have instant win game. Participants simply spin the wheel of chance to try and win a gift or promotional code.
The scratch card game : games of chance such as scratch cards, lotteries, etc. are also excellent instant wins. Participants will immediately know whether or not they have won after scratching an image using the cursor (or their finger for mobile users). Quick and fun, scratch cards can also be used to reveal a new product.
The slot machine (or one-armed bandit). Inspired by casino games, this instant win allows you to distribute gifts to your audience at random. Once again, you can personalise the signs so that they represent the prize to be won (a promotion, a product, etc.).
The dice game; very popular in many cultures (where it is known as Yams or 421), the dice game is also a very popular format in gamified marketing.

Why launch an instant win competition?

Instant win competitions offer a number of advantages to the companies that organise them. The first is that their ultra-simple game mechanics allow you to maximise participation and commitment.

The ability to find out immediately whether you’ve won or not encourages members of your community to take part or even share this interactive animation with their friends and family. This makes the marketing game an excellent way of boosting visibility. What’s more, there are plenty of customisation options available, so you can boost brand awareness while enhancing your image.

Creating an instant win competition is also a very effective way of generating leads. Participants can be asked to fill in a form before rolling the dice or the wheel of chance. In this way, the company collects first-party data more easily and can learn more about its audience and consumer habits.

Finally, instant wins are particularly well suited to companies that want to increase their conversion rate or build customer loyalty. By distributing promotional codes to the winners, they can encourage participants to visit their site and place an order.

Shared in a reactivation email, this marketing game can also encourage a customer who hasn’t bought from the brand for a while to discover a new collection, etc. Or simply reward a loyal customer with gifts/promotions.

How do you run a successful instant win campaign?

Creating an instant win game is very simple. However, to ensure the success of an interactive marketing campaign, it’s important to think it through and plan it well. Here are the steps to follow to organise a successful interactive game.

Choose the right game mechanics for your objectives and target audience

For an instant win game to be effective, it is important to clearly define your marketing objectives and target audience. If the aim is to build audience loyalty over the Christmas period, an Advent Calendar-style game will be the most appropriate format.

The target audience you wish to engage is also a very important factor to take into account when choosing the right game mechanics. Some worlds may be more effective with one audience than another. The one-armed bandit, for example, will appeal to a more male audience (even if it is possible to customise his design to appeal to a wider audience).

Choosing the best prizes

The whole attraction of the instant win game is the chance to win an attractive gift. That’s why it’s particularly important to choose the right endowment. Promotional codes are a good idea, especially during frenzied shopping periods like the festive season or Black Friday.

Companies can also boost engagement and maximise conversions from their interactive events by offering exclusive prizes. The prizes in the tech world, for example, are the ones that work best. Ahead of the launch of a new collection, participants can also win items that are not yet available in their online shop.

Define clear conditions for participation

To create a successful instant win, it is also essential to clearly indicate the conditions of participation to avoid any unpleasant surprises for participants. The conditions are generally set out in the entry form. This is another key element in a successful instant win, as it will enable the company to collect relevant data about its audience.

Promote an instant win game

Once the company has created and personalised its instant win game, all that’s left to do is promote it to the public. Social networks, QR codes in shops and banners on the website are all good ideas for raising the profile of the game. Influencers can also be good relays for boosting the participation rate.

Whatever the communication channel, the key is to focus on :

The immediacy of the game,
the fun, interactive aspect of the instant win game,
and above all the possible prizes to be won!

Want to create an instant win? Discover our different game mechanics and customise your marketing campaign!

6 original ideas for Halloween marketing campaigns

by Audrey Edart | Apr 14, 2025 | Animation, Captivate the audience, Engagement

Halloween is becoming increasingly popular in France. As a result, many brands are organising marketing campaigns around Halloween to engage their audience and boost conversion.

You’re looking for inspiration for your future Halloween marketing activities? Adictiz has some ideas for marketing campaigns that will help you make the most of the excitement surrounding this terrifying and fun festival!

Engage fans and convert new customers with a Halloween marketing campaign

Like many other marketing favourites (such as Christmas, back-to-school or Valentine’s Day), Halloween lends itself perfectly to the organisation of an interactive campaign.. En effet, les consommateurs sont particulièrement attentifs aux marques qui proposent des animations et leur permettent de remporter des cadeaux ou des promotions.

To attract the attention of your audience and stand out from your competitors, Halloween marketing campaigns rely on gamification and interactivity. Gamification is an effective lever for increasing visibility, but also for building loyalty and animating your community of fans.

By offering rewards to participants, companies can boost their commitment and attract new customers. They also attract qualified leads to their online or physical shop by rewarding the winners with promotions. Interactive marketing games are therefore an excellent way of increasing traffic to your site and converting more customers.

In short, Halloween games facilitate interaction between the brand and its audience and increase the chances of triggering a purchase!

6 ideas for Halloween marketing campaigns this year

There’s no shortage of gamification techniques to engage your audience this Halloween. Here are a few ideas for Halloween marketing campaigns to help you stand out from the crowd this year.

1. An interactive quiz on the theme of Halloween

Many French people celebrate Halloween without knowing its true meaning Did you know, for example, that the word Halloween is a contraction of ‘All Hallows’ Eve’?

The interactive quiz can therefore be an excellent idea for a Halloween event to test your community’s knowledge of the subject. Halloween is synonymous with horror films. So we can imagine a trivia game based on the most famous films. The participants who find the most correct answers could win a nice prize.

2. Trick-or-treating

Companies can exploit the Halloween theme by transposing it into an interactive digital marketing game such as a treasure hunt (or Hidden Object). Cette mécanique d’animation consiste à find objects hidden in a picture. In exchange, users can receive rewards following a prize draw.

The treasure hunt can be easily adapted to Halloween themes, this time taking place in a cemetery or a haunted manor house. The hidden objects will be sweets of all kinds, or products marketed by the brand, which will showcase them in a more fun and engaging way.

3. The Halloween difference game

The difference game is a classic marketing challenge. This time, participants will have to
detect differences between two images. By adding a timer, brands can make this Halloween animation even more engaging.

To keep with the Halloween theme, simply choose an image from a horror film or one inspired by Halloween folklore.

4. A terrifying puzzle

The puzzle game consists of putting together a visual in a given time to win as many points as possible. The best players will then be drawn at random to win gifts, free prizes or rewards (such as promotions or free delivery).

Once again, this Halloween competition is very easy to adapt to the horror theme while respecting your image and brand universe. For example, companies can use a photo of their teams dressed up for the occasion and invite their community to recreate the original image and guess who is behind each costume.

It’s also an ideal way to promote special Halloween products and challenge customers by displaying the results of the fastest players at the end of each game.

5. A “trick or treat” one-armed bandit

Traditionally, children dress up for Halloween, then go and ring doorbells to ask for sweets or ‘cast a spell’.

Companies can confront their customers with the same dilemma by organising a one-armed bandit-style competition. Très populaire dans l’univers du casino, cette animation marketing s’adapte facilement à chaque occasion spécifique ainsi qu’à chaque univers de marque. Pour Halloween, on peut imaginer que les symboles qui défileront sur le bandit manchot seront sweets or magic wands/skulls.

Winners will be able to unlock benefits to use on the brand’s website. This ultra-simple, fun format is an excellent way of driving traffic and engagement, as well as boosting your conversion rate for Halloween.

6. Photo competition for the best costume

Another great idea for Halloween activities is the photo competition. Ce jeu marketing encourage la créativité des clients en les incitant à partager leurs costumes et maquillages d’Halloween sur les réseaux sociaux.

To boost the visibility of this Halloween competition and make it go viral, all you have to do is create a hashtag for the occasion and offer an exceptional prize to the best costumes!

Photo competitions are also very effective for generating user generated content (UGC)directly related to their brand and products. Companies will then be able to re-use the best photos (with the agreement of the participants) for their next Halloween campaigns and actions.

Need help organising your Halloween competition? Discover
all the gamified marketing mechanisms of Adicitz and launch a truly original and engaging campaign!

Engaging audiences at Christmas through gamification

by Audrey Edart | Apr 14, 2025 | Audience engagement, Engagement

Christmas is undoubtedly one of the most important times in your marketing calendar. But it’s also a time when consumers are bombarded with advertising messages. Why not take advantage of this by offering Christmas competitions to your audience?

Gamified marketing is a highly effective way of setting yourself apart from the competition and achieving your objectives.

Find out how gamification can maximise your brand’s visibility and your audience’s engagement during the festive season. We also share some original ideas for competitions to set up, depending on your audience and your objectives.

SUMMARY

What do we mean by gamification?
Ideas for Christmas games to engages your audiences
Our tips for maximising the impact your Christmas games

What do we mean by gamification?

Let’s start with a quick reminder

Gamification is a marketing strategy that involves incorporating animations and/or games into traditional marketing campaigns (email, display, website, etc.). The aim is to boost the engagement of your audience your business objectives (such as increasing your sales, for example).

Let’s take an example. At Christmas, gamification generally takes the form of an interactive advent calendar. Every day, from.1 to 25 December, participants discover a new box behind wihich a mini-game is hidden, giving them the chance to win a gift.

It’s an excellent way of captivating your audience throughout December. But it’s also a great way to vary the fun activities by inviting your prospects to spin a Wheel of Fortune, take part in a Christmas Quiz or win an instant prize.

Why create a Christmas competition?

Because of the various formats and contexts in which you can set up a marketing game, gamification offers many advantages to your brand. But the main benefits you can reap are:

Capture the attention of your prospects and boost your visibility. La gamification est en effet un excellent moyen de se démarquer de la concurrence. D’autant plus lors de temps forts comme Noël, le Black Friday, etc.
Engage your audience. The fun aspect and the possibility to win a reward encourage users to interact with your brand.
Incease your conversion rate. Providing free prizes or toher benefits can encourage your prospects o buy more from your brand. As well as bringing them to your site, you can offer them a promotion to trigger a purchase.
Collect and activate customer data. The marketing game is also an excellent way of collecting first-party data. You can then use it to refine your marketing strategy, adapt your offer to your customer’s expectations, etc.

Christmas games ideas to engage your audience

Gamification is a simple and effective way of achieving your sales objectives in the run-up to Christmas. But what format should you choose? If you’re short of ideas for Christmas competitions, here are a few examples to inspire you.

1. Create a digital advent calendar for Christmas

The most popular Christmas device is undoubtedly the virtual Advent Calendar. This digital version of the traditional calendar allows you to immerse your audience in the world of your brand by creating a reccuring appointment from the first to the 25th of December.

Every day, participants discover a new game and can win prizzes (material or otherwie). In exchange, all they have to do is fill in a form on your site.

Brands that have opted for this marketing strategy and created an online Advent calendar game are gaining in visibility and boosting their conversion rate.

Click here for more advent calendar ideas.

2. The survey

The Christmas survey is a Christmas competition based on the classic survey. You ask your customers to answer a series of questions or give their opinion. Each participant can win points or advantages on your online shop. The best answer, for example, will be rewarded with an exclusive price.

This format is an excellent way of engaging your audience and gathering feedback about your brand. You can ask thel what they would like you to improve, etc. This data is a real goldmine for refining you marketing strategy and your offering.

3. Christmas competition

Another ultra-interactive feature you can offer your audience at Christmas is a competition. It’s an excellent way of stimulating the creativity of your community and generate UGC (user-generated content).This content is valuable for your brand because 97% of buyers under the age of 30 say that content by other consumers influences their purchasing decisions.

For example, you could launch a Photo Contest and invite your subscribers to post photos with your Christmas-themed products. You can also take advantage of the opportunity to get your teams involved to create an even stronger bond with your audience and share with them what goes on behind the scenes at your company.

4. Instant Win

Instant wins are Christmas competitions that are easy to set up. It’s also highly engaging, as participant know instantly if they’ve won a prize.

You can integrate them directly into your e-commerce site, but also via your marketing emails or social networks. The one-amed bandit, the wheel of fortune or a Flip and Win mechanism are excellent examples of instant prizes to engage your audience.

our tips to maximise the impact of your Christmas games

Now all you have to do is launch your Christmas competition. To maximise its impact, remember to follow these best practices:

Launch your competition at the beginning of the month : get ahead of the game to grab your audience’s attention as early as possible. But also to ensure that your gifts arrive before Christmas;
Optimise the distribution of your Advent calendar. Utilisez tous vos canaux de communication pour amplifier l’impact de votre jeu concours. Mobilisez vos réseaux sociaux, mais relayez également votre campagne via votre newsletter, votre site web, en magasin (via un QR code) ou en vous associant à des influenceurs ;
Choosing the right rewards : be relevant in your choice of prizes. And be generous to encourage your audience to take part (for example, by offering delivery costs to the losers on the final page).
Think retargeting: increase audience retention by sending instant, personalised emails to participants to build loyalty.

Launching Christmas competitions is therefore a powerful marketing strategy for engaging your audience, generating leads, collecting qualified data and boosting your sales. To create your own interactive Christmas game and gain a significant competitive advantage during this busy period, discover our gamification platform.

Influencer marketing campaign: the example of Celio

by Audrey Edart | Apr 14, 2025 | Audience engagement, Engagement, Use Case

It cannot be repeated often enough: social networks have completely transformed the way brands communicate. Influencer marketing is adapting to these new codes and is now focusing on levers such as gamification, interactivity and influence.

The brands that come out on top are those that take advantage of these levers to create highly engaging campaigns. This is particularly true of Celio, the men’s ready-to-wear brand.

In the run-up to Father’s Day 2023, Celio has organised a campaign which combines all the ingredients we’ve just mentioned. La caisse des Pères combines gamification, interactivity and influencer marketing in collaboration with content creator GMK.

Launched via our gamified marketing platform, this article takes you behind the scenes of an example of an original and effective competition. You’ll also find some best practices for launching your own marketing campaign.

SUMMARY

La caisse des Pères: a perfect example of an influencer marketing campaign
Marketing game mechanisms to borrow from Celio
Influencer marketing: an effective lever for your marketing games?

La caisse des Pères: a perfect example of an influencer marketing campaign

To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, Célio opted for a marketing game. The principle was simple: participants had to :

follow Celio and influencer partner GMK on Instagram,
like the publication presenting the competition,
comment on it and then share it with two of their friends (or re-share the post as a story)

For the version of the competition on the Celio website (and not on social networks), participants had to fill in a form.. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form.

influencer marketing game competition campaign

The prize for this no-obligation competition is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of €81,900.

And the results are in: in just 3 days, 780,000 people signed up for the competition and Celio’s Instagram account registered over 800,000 new followers! It’s an excellent example of an original marketing campaign that results in an unprecedented boost in visibility and engagement!

Marketing game mechanisms to borrow from Celio

If Celio’s competition has had such a huge impact, it’s not just because the brand is serious about Father’s Day and has pulled out all the stops for the occasion, as it explains in its press release.

Above all, it’s because it has a good understanding of gamification mechanisms to apply to your marketing campaign. you can take inspiration from this by following the best practices that have been applied for this marketing game.

Choosing the right prize

The success of a competition depends above all on the appeal of the prize. In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over €80,000, the prize is very tempting indeed.

What’s more, to maximise the impact of its marketing campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously very interested in the chance to win an Audi.

Simple (for participants) and effective (for the brand) participation conditions

As mentioned above, the Celio competition was open to everyone, with no obligation to buy. So you didn’t have to buy anything from the brand to win the car. Celio is thus considerably widening its audience and proving its generosity (since in exchange for such a gift, it expects nothing more than a little strength on the networks or the sharing of personal data).

In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a simple form to fill in. This was an effective strategy, as it was easier for the brand to implement, while at the same time allowing it to naturally redirect participants to its site (and thus encourage them to place an order on its online shop).

So it kills two birds with one stone and collects more :

visibility and engagement on its social networks;
traffic to your website and therefore potential sales in your shop.

A multi-channel competition for even greater impact

In addition to the very accessible participation conditions, Celio succeeded in multiplying the impact of its marketing campaign by launching it across several channels. Audiences could participate via social networks, directly on the brand’s website, and also in-store by scanning a QR code to access the form.

This multi-channel strategy makes it possible to reach a larger number of potential participants. It also helps you to achieve a number of different objectives: gather data on your target audience, boost sales, increase your profile on social networks and expand your audience.

Influencer marketing: an effective lever for your marketing games?

The great strength of Celio’s original competition was also its partnership with an influencer. As already mentioned, GMK is a particularly good choice because its community is naturally interested in the prize, and therefore more likely to take part.

But above all, with almost 4 million followers on Instagram, Celio is considerably increasing the reach of its marketing campaign among an audience of young men who are a good match for its buyer persona.

The partnership with GMK was not limited to announcing the marketing game, as the influencer regularly posted updates on the random drawing and the discovery of the car by the winner and his father. Celio has perfectly understood how to maximise the impact of influencer marketing.

The brand is banking on a privileged, long-term partnership with the content creator. And she’s taking advantage of GMK’s publications to tease a new competition in the near future to win another car!

Want to launch your own gamified marketing campaign? Discover our solutions for creating a marketing campaign as powerful as Celio’s.

4 AdTech trends to incorporate into your marketing strategy

by Audrey Edart | Apr 14, 2025 | Audience engagement, Engagement

La manière dont nous communiquons en ligne ne cesse d’évoluer, notamment avec l’usage de l’AdTech. Cela vaut pour les particuliers et pour les marques, qui doivent s’adapter aux nouveaux canaux et stratégies marketing pour garder une longueur d’avance sur leurs concurrentes.

En quelques années, nous sommes passés des encarts publicitaires télévisés ultra scriptés à des campagnes marketing natives sur les réseaux sociaux, créées et portées par les consommateurs. Les marques adoptent ainsi une communication authentique et engageante en misant sur des leviers comme les jeux marketing, les challenges sur les réseaux sociaux ou encore l’UGC.

Ces stratégies marketing repose sur l’usage des nouvelles technologies publicitaires, que l’on appellent aussi AdTech. Quelles sont les tendances fortes pour optimiser la manière dont votre entreprise communique avec son audience ? Comment les intégrer à votre calendrier marketing ? Nous répondons à toutes vos questions !

SUMMARY

What is AdTech?
4 AdTech trends to watch in 2023
The benefits of Playable Ads for your brand
Conclusion

What is AdTech?

Le concept d’Adtech fait référence à un éventail de technologies et solutions qui permettent à votre marque de créer et diffuser ses campagnes publicitaires. Il peut s’agir de logiciels ou de plateformes SaaS offrant différentes fonctionnalités. Mais encore d’outils plus ciblés qui se concentrent sur la personnalisation, le ciblage, ou le monitoring de vos publicités digitales.

Un très bon exemple d’AdTech est le système de header bidding. Il s’agit d’un programme informatique qui permet de gérer les enchères et de fixer le prix le plus juste entre la régie publicitaire (par exemple Google ou TikTok) et l’annonceur (comme votre marque).

4 tendances AdTech à surveiller en 2023

Le monde des AdTech évolue à vitesse grand V. Pour booster la visibilité de votre marque et maximiser son taux d’acquisition, il est crucial de garder un œil sur les nouvelles technologies publicitaires à intégrer à votre stratégie.

Voici les tendances fortes à surveiller en 2023 :

Advertising programming

La programmation publicitaire (ou programmatic advertising) consiste à automatiser l’achat et la vente d’espace publicitaire sur un large spectre de canaux de diffusion. Mais aussi pour un large choix de format display (y compris les annonces display responsive, qui s’adaptent à l’appareil de l’utilisateur).

Cette technologie permet à votre entreprise d’allouer son budget efficacement et de s’assurer que ses campagnes aboutissent au résultat attendu (nombre de clic, taux de conversion, etc.)

La programmation publicitaire devrait continuer à connaître une forte croissance ces prochaines années. En 2019, plus de 86 % des dépenses publicitaires display ont été programmées. Ce pourcentage dépassera les 91 % en 2023.

Artificial Intelligence and AdTech

L’IA prend de plus en plus de place dans le secteur de l’AdTech. Elle permet d’optimiser la segmentation, d’affiner le ciblage ou encore de personnaliser votre message en fonction des comportements de chaque consommateur.

Netflix utilise par exemple l’intelligence artificielle pour définir automatiquement parmi plusieurs choix de vignettes celle qui a le plus de chances de pousser ses utilisateurs à regarder un film ou une série.

Mobile-first advertising solutions

Les annonceurs reconnaissent de plus en plus l’importance de répondre aux besoins des consommateurs qui utilisent principalement leur mobile pour se connecter à Internet. Les entreprises de l’AD Tech développent donc des formats et stratégies spécifiques aux mobiles, notamment la publicité intégrée aux applications.

The gamification boom in AdTech

L’AdTech est de plus en plus liée au gaming en ligne. Cette connexion se fait à tous les niveaux. On assiste à un véritable boom de la publicité native dans les jeux, en particulier dans les applications de jeu gratuites. Les utilisateurs sont invités à visionner une publicité avant de pouvoir commencer ou continuer leur partie. Cette pratique est de plus en plus populaire, notamment pour les applications partenaires de la plateforme de streaming Twitch.

En parallèle, les publicités intègrent une dynamique de gamification. Les consommateurs étant exposés chaque jour à plus de 1 200 publicités, ils ont développé une forme de banner blindness (soit le fait d’ignorer les informations partagées dans les bannières publicitaires classiques).

Pour gagner la bataille de l’attention, les marques ont donc dû inventer de nouveaux formats, plus ludiques. C’est dans ce contexte que sont apparus les Playables Ads (soit littéralement la publicité jouable). Ces formats display interactifs sont en effet idéaux pour donner de la visibilité aux campagnes, renforcer les performances publicitaires et améliorer la notoriété d’une marque.

Concrètement, la playable ad est donc un mini-jeu qui va s’exécuter pendant quelques secondes. Ce format est devenu si populaire qu’il ne se limite aujourd’hui plus aux applications de jeu mais aussi aux marques généralistes. Elles peuvent ainsi capter l’attention et engager leurs prospects à travers un jeu marketing.

The benefits of Playable Ads for your brand

The Playable ads advertising format offers your brand a number of advantages. The first is to capture the attention and boost the acquisition of your targets by offering them unique and entertaining content.

In the world of gaming, playable advertising is a bit like the interactive trailer for your mobile application. But for a brand in another sector, such as beauty, telecoms or sport, this gamified format is an extension of your game marketing strategy.

Your playable ad allows you to promote a new product or service by letting players discover it in an immersive virtual environment.

Playables ads help you to achieve several objectives:

Brand awareness: by raising awareness of your offer and demonstrating its added value;
Engagement: by encouraging users to interact with your brand. Playable ads attract 47% more attention than traditional video ads.
Conversion: by boosting traffic to your application or website.
Qualification: by gathering insights that will enable you to capitalise on consumer preferences.

Examples of interactive and playable displays

When it comes to gamification scenarios, you’re spoilt for choice. Memory, Battle, Swiper or Rattrape-Tout. Your brand can draw inspiration from different game mechanisms depending on the product to be promoted and its target audience.

To give you an example of a promotional campaign in the form of Playable ads, RED by SFR recently used the Memory game mechanic to present its range of packages. The interactive format makes the advertising more engaging. But the very nature of the game also encourages better retention of the information presented (and in particular the value delivered by the company).

Tape taupe | RED by SFR

Mystery word | Qonto

Wheel of Fortune | Nickel

Swiper | Cetelem

Scratch-off | FDJ

Slot machine | Carrefour

Catch them all | Uber Eats

Glutton | Orange

Memory | Sowee

Scratch-off | Wamiz

Slot machine | SFR

Wheel of chance | Tiime

Whack-a-mole | Allociné

Penalty | Carrefour

Pinata | Casino Max

Slicer | SFR

Battle | Dordogne

Memory | Eden auto

Swiper | Carrefour

Outrun | Sowe

Whack-a-mole | SFR

Slicer | Nickel

Catch Them All | SFR

Outrun | Carrefour

Battle | Del’Arte

Quiz | Floa Bank

Battle | easyVoyage

Battle | Maison du monde

Scratch-off | Monster

Scratch-off | Lotus

Playables Ads catalog

Conclusion

The new advertising technologies (or AdTech) enable your brand to meet its key marketing challenges and stand out from the competition. Your ability to create unique interactive experiences will be a powerful lever for attracting and converting new customers, as well as gathering and activating valuable insights into your market. Discover our turnkey solutions for creating your Playable ads or opt for customised support for your next campaigns.

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