The Direct La Presse workshop: THE ULTIMATE GUIDE to the new self-service advertising platform here

Introduction to Atelier Direct La Presse

La Presse: A pillar in the media landscape

La Presse stands out as one of the leading French-language newspapers in Canada, having established a reputation for excellence in journalism since its founding in 1884.

Located in Montreal, this institution has evolved with the times, moving from paper to digital publishing, in order to continue to inform and engage the public with quality content. Recognized for its integrity, precision and innovative approach to journalism, La Presse occupies a special place in the daily lives of readers looking for reliable and relevant information.

Presentation of Atelier Direct

Atelier Direct is a revolutionary initiative launched by La Presse to transform the digital advertising landscape. This platform was designed to facilitate and optimize the implementation of direct advertising campaigns, thus allowing advertisers to target their audience more effectively.

By exploiting the latest technologies in digital advertising, Atelier Direct offers simplified access to La Presse's advertising space, with intuitive tools for planning, purchasing and monitoring campaign performance.

Importance in the advertising ecosystem

Atelier Direct is part of a context where the efficiency and precision of advertising campaigns are essential. By offering an agile and responsive platform, La Presse meets the needs of modern advertisers looking to maximize their return on investment.

The importance of Atelier Direct lies in its ability to boost the advertising ecosystem by offering a solution that combines the significant reach of La Presse with advanced analysis and targeting tools, thus creating new opportunities for brands and businesses of all sizes.

Purpose and benefits for advertisers

The aim of Atelier Direct is to democratize access to quality digital advertising, making La Presse advertising spaces accessible to a wider range of advertisers, from small local businesses to large international brands.

The benefits are multiple: simplified campaign management, real-time optimization, better audience segmentation and precise performance monitoring. These benefits translate into increased visibility, better target audience engagement, and ultimately, better ROI.

Platform overview

Atelier Direct presents itself as a user-friendly and intuitive interface, offering a complete dashboard for managing advertising campaigns. Users can easily create ads, set budgets, select specific targeting criteria, and track the effectiveness of their campaigns in real time.

The platform also integrates advanced analysis tools, allowing advertisers to understand their audience's behavior in depth and adjust their strategies accordingly. With Atelier Direct, La Presse provides a powerful tool to navigate the digital media landscape with confidence and success.

Why Atelier Direct?

Context of the advertising market

The contemporary advertising market is marked by rapid transformation, propelled by the advent of digital technology and the proliferation of communication channels.

In this context, advertisers face significant challenges, particularly in terms of precise targeting, performance measurement and optimization of advertising budgets.

The need to effectively reach the right audience at the right time and on the right platform has never been more critical. It is in this ever-changing environment that Atelier Direct positions itself as an innovative solution, providing advertisers with an effective way to navigate the complex digital advertising landscape.

Benefits of local advertising

Local advertising offers a unique opportunity for advertisers to connect with their audience in a meaningful and relevant way. By targeting specific communities, businesses can personalize their messages to resonate with local interests and needs, increasing their brand engagement and resonance.

Atelier Direct capitalizes on this advantage by allowing advertisers to broadcast their campaigns to an engaged local audience, benefiting from the credibility and trust placed in La Presse by its readers.

Response to the needs of SMEs

Small and medium-sized businesses (SMEs) are looking for advertising solutions that combine efficiency and cost-effectiveness, while providing the flexibility to accommodate varying budgets and objectives.

Atelier Direct meets these needs by offering an accessible and adaptable platform, which allows SMEs to compete on an equal footing with larger companies. Thanks to simplified tools and direct access to quality advertising inventory, SMEs can carry out impactful campaigns without requiring significant resources or specific technical knowledge.

Ease and autonomy of use

One of the main features of Atelier Direct is its ease of use. The platform was designed to be intuitive, allowing advertisers of all sizes to create, manage and optimize their advertising campaigns with complete autonomy.

This ease of access is complemented by a set of advanced features, giving users full control of their campaigns, from setting budgets to analyzing performance, all in just a few clicks.

Advantages compared to the competition

Atelier Direct stands out from the competition by its ability to offer an integrated, advertiser-centered advertising solution in the La Presse ecosystem. Unlike general advertising platforms, Atelier Direct benefits from La Presse's qualified and engaged audience, thus allowing for better campaign effectiveness.

Additionally, with a focus on transparency, precise performance measurement and real-time optimization, Atelier Direct offers advertisers distinct benefits that improve ROI and enhance the relevance of their advertising campaigns.

Features and Offers

Delivery Formats

At Atelier La Presse, we are committed to maximizing the performance of your campaigns by combining the ideal delivery format with the appropriate advertising format, on the most appropriate platform. Our goal is to meet all of your needs with tailored strategies that leverage our unique ecosystem.

BY DELIVERY FORMAT

Depending on your budget, the period of your campaign, or the need for recurrence, we offer various methods for advertising on our platforms.

Permanence

• Editorial environments : Your advertising message will be placed alongside content produced by the La Presse editorial team, allowing you to reach our readership in a context adapted to your message.
• Promotional Environments : Designed and produced by Atelier XTRA, these environments are specially created to meet the needs of your industry or campaigns, providing a continuous presence.

Dynamic

• We have developed specific audiences to allow you to target the right audience within our readership, in response to the disappearance of third-party cookies. This offer is available on all our platforms, using primary data and allowing secure cross-referencing of data with your customer base.

Programmatic

• Our inventory on LaPresse.ca and our mobile application is accessible for programmatic purchasing via INDEX Exchange and Google Ad Exchange. This includes open and private auctions, preferential agreement, and programmatic guarantees.

BY PLATFORM

The Press+

• For maximum engagement and strong emotional impact, La Presse+ offers immersive formats and interactive advertisements, offering 100% visibility, including for videos.

The La Presse mobile application

• Accompanying our readership throughout the day, this growing platform offers immersive formats and ensures recurring consultation thanks to push notifications, on average 4 times per day.

LaPresse.ca

• Our website is the mass platform offering the greatest impact for your campaigns, with impactful formats and significant granularity of sections for precise targeting.

BY ADVERTISING TYPE

We are convinced that our strength lies in our ability to advise you on the most effective advertising formats. Our pleasure is to innovate, creating ever more creative and innovative formats to meet the needs of an evolving market.

Standardized digital formats

• Our platforms are compatible with standard digital formats, including videos, banners, and native formats, allowing you to distribute your existing content without constraints.

Formats exclusive to La Presse

• Our proprietary platforms provide a playground for innovation, with 42% of our 2021 advertising revenue coming from formats that did not exist in 2017. XTRA's immersive, interactive formats, contextual advertising and branded content are designed to maximize engagement, blending organically with editorial content for an enriched user experience.

Specification of formats and weights

To ensure optimal delivery and maximize the reach of your advertising, it is crucial to respect the maximum weights for each advertising format. Here is an exhaustive list of formats available on La Presse+ and their technical specifications:

Regular formats La Presse+

Full screen

• Dimensions : 980 x 670 pixels
• Maximum size : 600 kb
• Image dimensions :
  • Standard: 980 x 670 pixels
  • Retina: 1960 x 1340 pixels

Half screen

• Dimensions : 480 x 670 pixels
• Maximum size : 500 kb
• Image dimensions :
  • Standard: 480 x 670 pixels
  • Retina: 960 x 1340 pixels

¼ Vertical

• Dimensions : 230 x 670 pixels
• Maximum size : 300 kb
• Image dimensions :
  • Standard: 230 x 670 pixels
  • Retina: 460 x 1340 pixels

¼ Horizontal

• Dimensions : 480 x 325 pixels
• Maximum size : 300 kb
• Image dimensions :
  • Standard: 480 x 325 pixels
  • Retina: 960 x 650 pixels

⅙ Horizontal

• Dimensions : 480 x 210 pixels
• Maximum size : 250 kb
• Image dimensions :
  • Standard: 480 x 210 pixels
  • Retina: 960 x 420 pixels

Note : For optimal display quality, it is recommended to provide the images of your advertising in Retina format, i.e. 200% of the final size of the HTML advertising format. The dimensions of your images will be doubled, while the final HTML ad file will maintain the standard dimensions. Make sure that the minimum size of your texts in Retina format is 38 pixels and that of icons is 80 pixels.

Impact formats*

Featured impact banner

• Dimensions : 725 x 122 pixels
• Maximum weight : Not applicable
• Image dimensions :
  • Standard: 725 x 122 pixels
  • Retina: 1450 x 244 pixels

Section Impact

• Dimensions : 230 x 670 pixels
• Maximum size : 300 kb
• Image dimensions :
  • Standard: 230 x 670 pixels
  • Retina: 460 x 1340 pixels

Note : These impact formats are subject to certain restrictions and require approval from your advertising representative. The purchase of a full screen HTML positioned in screen 3 is mandatory with this type of placement. No animation is possible on the featured impact banner, and no interactivity or web redirection is accepted on the section impact.

• DOUBLE ISLAND :

  • Designed for a striking presence with substantial space.
  • Video formats available in 16:9, 1:1, and 9:16 for visual storytelling suited to various advertising objectives.

• SMALL ISLAND :

  • Standard size advertising space, perfect for direct and concise messages.

• SUPER BILLBOARD :

  • Wide format at the top of the page for immediate attention.
  • Option with video for increased visual impact.

• BILLBOARD :

  • Impactful format but smaller than the Super Billboard, with a video option for increased attention.

• BANNER :

  • Classic horizontal format for continuous visibility, suitable for all types of content.

• MOBILE BANNER :

  • Specifically designed for mobile screens, ensuring good visibility in a mobile context.

• SUPER AGORA :

  • Premium space for large campaigns, with a video option to maximize engagement.

• PRODUCT CAROUSEL :

  • Allows the presentation of multiple products or services in an interactive format.

• INTEGRATED NATIVE :

  • Blends into editorial content, with a variant including video for richer interaction.

• PANORAMA :

  • Wide, immersive view, ideal for high-quality visuals and captivating visual storytelling.

• SPLASH :

  • Input format that immediately captures attention upon arrival on the page.

• PRE-ROLL VIDEO :

  • Video broadcast before the main content, ensuring maximum visibility.

• IN-TEXT VIDEO :

  • Integration of videos into the heart of articles for an enriched and dynamic user experience.

Advanced targeting options

Atelier Direct enriches its approach to advertising targeting by offering advertisers the possibility of directing their messages to specific audiences, based on their fields of interest and geographic location. This precision in targeting is made possible thanks to detailed segmentation, which includes:

• Specific fields of interest : Advertisers can target audiences based on their interest in specific La Presse content categories, such as:

  • Business : To reach professionals and enthusiasts of the business world.
  • Food : Ideal for brands linked to gastronomy, nutrition and the pleasures of the table.
  • Arts and entertainment : To target lovers of culture, cinema, music and the arts.
  • Automotive : Reach car enthusiasts and consumers looking for their next vehicle.
  • Education : Perfect for educational institutions and learning-related services.
  • Environment : For eco-responsible brands and sustainable initiatives.
  • Families : Products and services intended for parents and children.
  • Personal Finance : Financial solutions, investment advice, and personal planning.
  • Houses & real estate : For players in the real estate market and home-related products.
  • Fashion & beauty : The latest trends for fashion and personal care enthusiasts.
  • Outdoors : Equipment and activities for lovers of nature and outdoor adventures.
  • SME : Services and products aimed at small and medium-sized businesses.
  • Health : Covering topics of well-being, physical and mental health.
  • Sports : Everything related to sports, from events to equipment.
  • Technologies : The latest innovations and gadgets for techies.
  • Travel : Inspirations and services for globetrotters and vacationers.

• Advanced geotargeting : Atelier Direct offers sophisticated geotargeting options, allowing advertisers to select audiences based on their geographic location. This includes :

  • Predefined geotargeting combinations : Specific geographic groupings, such as regions or metropolitan areas, to target audiences in defined areas.
  • Specific Municipalities : For a hyperlocal approach, advertisers can target users based in specific municipalities, providing increased relevance and personalization of their advertising messages.

This granularity in targeting options allows Atelier Direct advertisers to deliver highly personalized ads, ensuring the right message reaches the right audience at the most appropriate time.

Campaign monitoring and optimization

• Real-time dashboards : For precise monitoring of campaign performance, with data on impressions, clicks, and engagement.
• A/B Testing : Test different versions of an ad to determine which performs best.
• Detailed reporting : Comprehensive analytics providing insights to optimize future campaigns.

Flexibility and accessibility

• Varied pricing models : Choice between CPM, CPC, and CPA to suit different goals and budgets.
• User-friendly platform : Intuitive interface allowing advertisers to easily create and manage their campaigns without external help.
• No minimum spend : Accessible to businesses of all sizes, encouraging SMEs to harness the power of digital advertising.

Tips for better visibility

To maximize the visibility of your advertising campaigns on La Presse Atelier, here are some essential tips:

• Optimize for mobile formats : With increasing consumption of content on smartphones and tablets, make sure your ads are optimized for mobile screens for a seamless user experience.
• Use high-quality visuals : High-resolution images and videos attract attention and drive engagement. Take advantage of Retina formats when possible for maximum clarity.
• Incorporate interactive elements : Interactions such as carousels, games, and interactive videos can increase the time spent on your ad, making your message more memorable.
• Leverage data for targeting : Use the advanced targeting options offered by La Presse Atelier to reach your target audience more precisely, based on their interests, location, or online behavior.
• Create relevant and engaging content : Make sure the advertising message is not only visually appealing but also relevant and valuable to the targeted audience.
• Test and optimize : Use analytics tools to test different formats and messages. Analyze performance to identify what works best and adjust your campaigns accordingly.

Restrictions and recommendations

When creating advertising campaigns on La Presse Atelier, keep the following restrictions in mind and follow these recommendations to ensure the success of your ads:

• Respect maximum weights : To ensure fast loading of pages, it is crucial to respect the maximum weights specified for each advertising format.
• Content Compliance : All advertisements must comply with La Presse content guidelines, avoiding offensive, misleading or inappropriate material.
• Restrictions on animations and videos : Certain restrictions apply to animations and videos, such as duration and automatic sound activation. Check the technical specifications for each format.
• Judicious use of colors and text : Make sure your ads are readable and attractive, with high contrast between text and background and appropriate font sizes.
• Adhere to brand guidelines : If you incorporate brand elements, make sure they follow brand guidelines for consistency across all channels.
• User-centered approach : Always prioritize the user experience by avoiding intrusive or disruptive advertisements that could harm engagement with La Presse content.

By following these tips and taking into account the restrictions, you can optimize the effectiveness of your advertising campaigns on La Presse Atelier, ensuring maximum visibility and increased engagement from your target audience.

Support and support

• Dedicated team : Digital advertising experts available to help with campaign design, targeting, and performance analysis.
• Online resources : Tutorials, FAQs, and webinars to guide advertisers through the different stages of advertising on Atelier Direct.
• Technical support : Assistance available to resolve any technical issues, ensuring the smooth running of advertising campaigns.

XTRA Content and Interactions

Creating engaging content

Creating engaging content as part of XTRA Content is based on an in-depth understanding of the interests and behaviors of La Presse's audience.

These contents are designed to blend organically with editorial articles, providing a fluid and enriching user experience. To capture attention, content must be relevant, informative, and entertaining, while highlighting brand messages in a subtle but effective way.

The use of high-quality visuals, eye-catching headlines, and captivating narratives play a crucial role in attracting and maintaining reader interest.

Innovations in advertising interactions

Innovations in advertising interactions represent a central pillar of XTRA Content, offering brands creative and immersive ways to engage with their audiences.

These interactions can include 360-degree views, animations, product carousels, games, and rich audio and video features. These interactive elements don't just attract attention; they also invite the user to actively participate, which strengthens engagement and promotes better retention of the advertising message.

XTRA production process

The XTRA production process begins with a strategic planning stage, where campaign objectives are defined in close collaboration with the brand.

This is followed by a creative design phase, where ideas are transformed into engaging visual and textual content. The production itself integrates the latest interactivity technologies to create a unique user experience.

Before launch, each piece of content is rigorously tested to ensure its effectiveness and compatibility across different devices and platforms. Continuous monitoring and adjustments are made to optimize campaign performance throughout its duration.

Maximize user engagement

To maximize user engagement with XTRA Content, it is essential to deliver personalized and meaningful experiences. This involves using data and analytics to understand the preferences and behaviors of the target audience, allowing content and interactions to be adjusted accordingly.

Encouraging active participation through clear calls to action and incentives to interact with content can also increase engagement. Finally, offering real added value, whether in the form of useful information, entertainment, or exclusive offers, is crucial to maintaining user interest.

XTRA Specifications and Tips

Specifications for XTRA content include compliance with recommended dimensions for images and videos, compliance with maximum file weights, and adaptation to different screen formats. It is advisable to favor creative approaches that take advantage of the unique interactive capabilities offered by the platform.

Brands need to ensure their content is accessible, inclusive, and SEO-optimized to improve its visibility. Finally, it is crucial to adopt a tone and style that resonates with La Presse's audience, while remaining faithful to the brand's identity.

Effective Campaign Strategies

In the ever-changing digital world, developing effective campaign strategies is crucial to achieving marketing objectives and maximizing ROI. Here are key steps and recommendations for developing successful advertising campaigns.

Set clear goals

The first step to a successful campaign is setting clear, measurable goals. Whether it's to increase brand awareness, generate leads, increase sales, or improve engagement, each campaign should have specific goals. These objectives must be SMART: Specific, Measurable, Achievable, Realistic, and Timely defined. A precise definition of objectives guides all subsequent stages of the campaign, from format selection to performance analysis.

Select the appropriate formats

The choice of advertising formats plays a determining role in the effectiveness of a campaign. Taking into consideration the characteristics of each format, such as banners, videos, native content, or interactive XTRA formats, allows you to better align the message with the preferences of the target audience. The selection must also take into account the campaign objectives, the delivery environment (mobile, desktop, application), and the targeted user experience.

Target the ideal audience

Accurate audience segmentation is crucial to the success of a campaign. Using demographic, behavioral, and psychographic data allows you to personalize messages and send them to the most receptive segments. Leveraging advanced targeting options, such as interest or location targeting, optimizes the campaign's reach and impact on the ideal audience.

Measure and adjust performance

Continuous performance analysis is essential to understanding the effectiveness of a campaign. Key performance indicators (KPIs), such as click-through rate (CTR), cost per acquisition (CPA), or user engagement, should be monitored regularly. This allows you to quickly identify which aspects of the campaign are working well or which need adjustments. The data collected is used to optimize targeting strategies, choice of formats, and advertising messages in real time to improve results.

By following these steps and continually incorporating learnings and adjustments based on real-world performance, brands can develop campaign strategies that are not only effective but also scalable, capable of adapting to market changes and new consumer trends.

Resources and Support

To support advertisers in the success of their advertising campaigns, La Presse Atelier Direct provides a complete range of resources and supports. Whether you're new to digital advertising or looking to fine-tune your existing campaigns, these tools are designed to guide you every step of the way.

Guides and tutorials available

A library of guides and tutorials is available to help advertisers navigate the Atelier Direct platform. Covering everything from the basics of creating an ad to advanced targeting strategies, these resources are designed to make the advertising process as intuitive and effective as possible. From how-to videos to step-by-step handouts, advertisers can easily learn how to optimize their campaigns for maximum impact.

https://atelier-direct-la-presse-help-center.scrollhelp.site/docs/

Assistance from the Atelier Direct team

The Atelier Direct team is at your disposal to offer personalized support. Whether you need help setting up your first campaign, advice on choosing the best ad formats, or technical assistance, our experts are here to help. This direct service ensures that every advertiser can get the most out of the platform and achieve their advertising goals efficiently.

FAQ & Troubleshooting

For common questions and technical challenges, Atelier Direct's FAQ section offers quick answers and proven solutions. This resource is regularly updated to reflect the most frequently asked questions from advertisers, providing practical tips and instructions for solving common problems encountered when creating and managing campaigns.

https://atelier-direct-la-presse-faq.scrollhelp.site/foire-aux-questions/v3/

Updating Resources

Atelier Direct is committed to keeping its resources up to date with the latest market trends, digital advertising innovations, and platform enhancements. Advertisers are encouraged to regularly review available resources to stay informed of new features, best practices and strategic tips that can improve the effectiveness of their campaigns.

Conclusion

As we close our exploration of the innovative services offered by Atelier Direct La Presse, a question arises: how long will it take other Quebec media, whether large-scale like Le Journal de Montréal, Le Devoir, The Gazette, or more niche platforms like Narcity, to follow suit in this technological and strategic advance?

Summary of benefits

Atelier Direct stands out for its leadership in the digital advertising field, offering:

• Advertising formats at the cutting edge of innovation , effectively capturing the attention of audiences.
• Precise targeting options , enabling highly personalized campaigns.
• Advanced analytical tools , for continuous evaluation and adaptation of advertising strategies.
• Comprehensive support and resources , ensuring the success of every campaign.

Encouragement to start

In a context where Atelier Direct sets new standards, the invitation to start using this platform is more relevant than ever. No matter your goal – increase the visibility of your brand, engage your audience, or boost your sales – Atelier Direct provides you with the keys to achieve it.

Future of advertising with Atelier Direct

Atelier Direct's commitment to continuous innovation promises a bright future for digital advertising. By anticipating market developments and adapting its services accordingly, Atelier Direct positions itself as an undisputed leader, ready to offer unparalleled opportunities for impactful brand communication.

Invitation to explore the platform

We invite you to discover Atelier Direct and experience how this platform can revolutionize your advertising efforts. With its intuitive interface and rich features, Atelier Direct is designed to simplify your advertising success.

Contacts and next steps

To get started or to deepen your understanding of what Atelier Direct can bring to your business, do not hesitate to contact our team. Whether you want a demonstration of the platform or a tailor-made consultation, we are here to answer your needs and questions.

The presence of Atelier Direct La Presse on the market raises the question of the adaptation of other Quebec media to this new era of digital advertising. It is time for advertisers to seize these new opportunities offered by Atelier Direct, and to actively participate in the evolution of the advertising landscape. Join us to discover how together we can reach new heights in your advertising campaigns.