{"id":312034,"date":"2016-07-20T04:00:00","date_gmt":"2016-07-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\/"},"modified":"2024-10-13T12:53:20","modified_gmt":"2024-10-13T12:53:20","slug":"comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\/","title":{"rendered":"France | Pubdigitale: Comment la visibilit\u00e9 impacte-t-elle l\u2019attention et l\u2019efficacit\u00e9 publicitaires ?"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Pubdigitale<\/strong> &#8211; <strong>12 juillet 2016<\/strong> &#8211; IPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient aujourd\u2019hui en France leur livre blanc \u00ab Visibilit\u00e9 et attention publicitaire \u00bb.<\/span><\/span><\/span><\/span><\/p>\n<p>Cette \u00e9tude, men\u00e9e aupr\u00e8s d\u2019un panel repr\u00e9sentatif de pr\u00e8s de 10 000 internautes am\u00e9ricains, mesure l\u2019efficacit\u00e9 publicitaire en croisant 8 variables : la dur\u00e9e de visibilit\u00e9, la surface d\u2019exposition \u00e0 la publicit\u00e9, le format publicitaire, le secteur d\u2019activit\u00e9 de la marque, l\u2019emplacement du logo, la pr\u00e9sence de son, l\u2019encombrement publicitaire et son contexte.<\/p>\n<p>L\u2019objectif de ce travail ? Apporter des \u00e9l\u00e9ments de r\u00e9flexion concrets sur des questions r\u00e9currentes relatives \u00e0 l\u2019impact de la visibilit\u00e9 sur l\u2019efficacit\u00e9 publicitaire.<\/p>\n<p><strong>Principaux enseignements<\/strong><\/p>\n<p>Plus le niveau de visibilit\u00e9 est \u00e9lev\u00e9, plus le souvenir publicitaire l\u2019est \u00e9galement<\/p>\n<p>Les publicit\u00e9s visibles au moins 1 ou 2 secondes selon le format et la norme associ\u00e9e font progresser les scores de m\u00e9morisation de +3% en moyenne. Cela monte \u00e0 +8% lorsque l\u2019on atteint 4 secondes d\u2019exposition et +17% pour 7 secondes.<\/p>\n<p>En savoir plus sur <a href=\"https:\/\/www.pubdigitale.fr\/\" target=\"_blank\" rel=\"noopener\">Pubdigitale<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pubdigitale &#8211; 12 juillet 2016 &#8211; IPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient aujourd\u2019hui en France leur livre blanc \u00ab Visibilit\u00e9 et attention publicitaire \u00bb. Cette \u00e9tude, men\u00e9e aupr\u00e8s d\u2019un panel repr\u00e9sentatif de pr\u00e8s de 10&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312034","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>France | Pubdigitale: Comment la visibilit\u00e9 impacte-t-elle l\u2019attention et l\u2019efficacit\u00e9 publicitaires ? - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"IPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient en France leur livre blanc: Visibilit\u00e9 et attention publicitaire\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/fr\/news\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | Pubdigitale: Comment la visibilit\u00e9 impacte-t-elle l\u2019attention et l\u2019efficacit\u00e9 publicitaires ?\" \/>\n<meta property=\"og:description\" content=\"IPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient en France leur livre blanc: Visibilit\u00e9 et attention publicitaire\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-13T12:53:20+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/comment-la-visibilite-impacte-t-elle-lattention-et-lefficacite-publicitaires\\\/\",\"name\":\"France | Pubdigitale: Comment la visibilit\u00e9 impacte-t-elle l\u2019attention et l\u2019efficacit\u00e9 publicitaires ? 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