{"id":66321,"date":"2023-03-15T16:50:40","date_gmt":"2023-03-15T15:50:40","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=66321"},"modified":"2024-06-20T19:42:38","modified_gmt":"2024-06-20T17:42:38","slug":"hippoc-loeil-qui-soigne-vos-visuels-publicitaires","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/hippoc-loeil-qui-soigne-vos-visuels-publicitaires\/","title":{"rendered":"Hippoc, l\u2019\u0153il qui soigne vos visuels publicitaires"},"content":{"rendered":"
\n
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C\u2019est un d\u00e9part canon pour l\u2019\u0153il intelligent con\u00e7u par Jean-Maxime Larouche en 2019, alors qu\u2019il \u00e9tait \u00e0 la ma\u00eetrise en neurosciences \u00e0 l\u2019Universit\u00e9 de Montr\u00e9al. (source : courtoisie)<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

15 mars 2023<\/p>\n\n\n\n

Disponible au grand public depuis novembre dernier, l\u2019application d\u2019intelligence artificielle Hippoc<\/a> connait un d\u00e9part canon sur le march\u00e9 des outils de marketing, avec d\u00e9j\u00e0 un millier d\u2019utilisateurs dans 32 pays, des partenariats avec de grandes agences de marketing et un investissement de 3 millions de dollars d\u2019un fonds de capital de risque (Gestion Colvest et de Distinction Capital). Rencontre.<\/strong><\/p>\n\n\n\n

Dans le communiqu\u00e9 de presse, la start-up montr\u00e9alaise se qualifie de \u00ab r\u00e9volutionnaire \u00bb… comme bien des entreprises qui manipulent l’IA. Mais encore? Les fondateurs ont d\u00e9velopp\u00e9 un algorithme d\u2019intelligence artificielle pour pr\u00e9dire l\u2019impact \u00ab visuelle \u00bb des campagnes marketing. <\/p>\n\n\n\n

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Ce que Jean-Maxime, mon associ\u00e9, a d\u00e9couvert lors de sa ma\u00eetrise, c\u2019est que les syst\u00e8mes de neurones qui traitent l\u2019attention et l\u2019encodage des stimulis visuels dans le cerveau sont des syst\u00e8mes que l\u2019on peut mod\u00e9liser – d\u2019un point de vue IA \u00bb, r\u00e9sume K\u00e9vin Combe, cofondateur de l\u2019entreprise.<\/p>\n<\/blockquote>\n\n\n\n

La suite va ainsi : plut\u00f4t que de chercher une solution \u00e0 un probl\u00e8me, le candidat au PhD est mis en qu\u00eate d’un probl\u00e8me \u00e0 r\u00e9soudre avec l\u2019\u0153il \u00abintelligent\u00bb qu’il avait d\u00e9velopp\u00e9. Et apr\u00e8s s\u2019\u00eatre entretenu avec des dirigeants de plusieurs industries, il en est venu \u00e0 la conclusion que le march\u00e9 pr\u00e9sentant le meilleur \u00ab business case<\/em> \u00bb \u00e9tait en marketing.<\/p>\n\n\n\n

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En marketing, les gens perdent un temps fou \u00e0 valider leurs publicit\u00e9s avec des tests AB avant de les faire rouler sur Facebook, explique Jean-Maxime Larouche. Puis en agence, les cr\u00e9atifs perdent un temps pr\u00e9cieux \u00e0 argumenter entre eux pour savoir quels visuels vont le mieux fonctionner aupr\u00e8s d\u2019un auditoire. \u00bb<\/p>\n<\/blockquote>\n\n\n\n

L’application Hippoc  – dont le nom provient du mot Hippocampe, d\u00e9signant une r\u00e9gion du cerveau qui \u00abjoue un r\u00f4le central dans la <\/a>m\u00e9moire<\/a> et la navigation spatiale\u00bb – a \u00e9t\u00e9 entrain\u00e9 avec une banque de donn\u00e9es de 35 000 personnes ayant \u00e9t\u00e9 expos\u00e9 \u00e0 16 millions d\u2019image et de vid\u00e9os (et dont les r\u00e9actions ont \u00e9t\u00e9 enregistr\u00e9s \u00e0 l\u2019aide de capteurs).<\/p>\n\n\n\n

Concr\u00e8tement, le r\u00e9sultat donne une application dans laquelle les marketeurs ou les travailleurs autonomes peuvent t\u00e9l\u00e9verser leurs visuels de campagnes pour obtenir une requalibration des \u00e9l\u00e9ments visuels et textuels, visant \u00e0 optimiser l\u2019impact sur les clients potentiels. Et ce, selon un choix de trois objectifs marketing: augmenter la notori\u00e9t\u00e9, les ventes ou la port\u00e9e num\u00e9rique.  <\/p>\n\n\n\n

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(Source : courtoisie)<\/figcaption><\/figure>\n\n\n\n

Et les r\u00e9sultats rapport\u00e9s sont \u00e9tonnants. Selon les fondateurs, l\u2019application est parvenue \u00e0 r\u00e9duire le co\u00fbt par clic de certaines campagnes \u00ab jusqu\u2019\u00e0 50% \u00bb – par ses recommandations.<\/p>\n\n\n\n

En offrant un forfait plancher de 30$ par mois, les dirigeants de Hippoc d\u00e9sirent d\u00e9mocratiser leur outil, en le mettant entre les mains du plus grand nombre possible de travailleurs autonomes et des dirigeants de petites entreprises, qui font eux-m\u00eames leur marketing.<\/p>\n\n\n

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\u00abAvec nos forfaits grandes entreprises, nous allons pouvoir utiliser leurs donn\u00e9es de campagnes pour entra\u00eener nos mod\u00e8les. Et ainsi les aider \u00e0 pr\u00e9dire leurs performances m\u00e9dias\u00bb, explique K\u00e9vin Combe, cofondateur d’Hippoc. <\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

L\u2019outil trouve son utilit\u00e9 entre les mains des professionnels du monde de la publicit\u00e9, pr\u00e9cise K\u00e9vin Combe.<\/p>\n\n\n\n

\n

Avec nos forfaits grandes entreprises, nous allons pouvoir utiliser leurs donn\u00e9es de campagnes pour entra\u00eener nos mod\u00e8les. Et ainsi les aider \u00e0 pr\u00e9dire leurs performances m\u00e9dias. \u00bb<\/p>\n<\/blockquote>\n\n\n\n

Int\u00e9gration en cours<\/strong><\/p>\n\n\n\n

Pour Hippoc, le d\u00e9fi des prochains mois sera l’int\u00e9gration. La plateforme est actuellement compatible avec Canva, mais les fondateurs veulent aussi int\u00e9grer leur solution avec les grandes plateformes de publicit\u00e9 num\u00e9rique, incluant Sigma, Adobe, Facebook, Google et Twitter.<\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

Disponible au grand public depuis novembre dernier, l\u2019application d\u2019intelligence artificielle Hippoc connait un d\u00e9part canon sur le march\u00e9 des outils de marketing. Rencontre.<\/p>\n","protected":false},"author":73,"featured_media":66324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[186,206,358,359,215],"class_list":["post-66321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articleswebrs","tag-facebook","tag-google","tag-ia","tag-intelligence-artificielle","tag-marketing"],"yoast_head":"\nHippoc, l\u2019\u0153il qui soigne vos visuels publicitaires - Isarta Infos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isarta.fr\/infos\/hippoc-loeil-qui-soigne-vos-visuels-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hippoc, l\u2019\u0153il qui soigne vos visuels publicitaires - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"Disponible au grand public depuis novembre dernier, l\u2019application d\u2019intelligence artificielle Hippoc connait un d\u00e9part canon sur le march\u00e9 des outils de marketing. 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