{"id":312035,"date":"2016-07-13T04:00:00","date_gmt":"2016-07-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\/"},"modified":"2016-07-13T04:00:00","modified_gmt":"2016-07-13T04:00:00","slug":"offremedia-livre-blanc-ipg-mediabrands-integral-ad-science","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\/","title":{"rendered":"France | Offre Media: Livre Blanc IPG Mediabrands \u2013 Integral Ad Science : Visibilit\u00e9 et attention publicitaire"},"content":{"rendered":"

Offre Media<\/strong> – 13 juillet 2016<\/strong> – Plus le niveau de visibilit\u00e9 est \u00e9lev\u00e9, plus le souvenir publicitaire l\u2019est \u00e9galement ; des publicit\u00e9s sous la norme MRC peuvent avoir un impact sur l\u2019efficacit\u00e9 publicitaire ; le temps d\u2019exposition est d\u00e9terminant, davantage que la proportion de surface visible. Ces conclusions sont issues du dernier livre blanc \u00ab Visibilit\u00e9 et attention publicitaire \u00bb publi\u00e9 par IPG Mediabrands (Initiative, UM, Cadreon) et Integral Ad Science.<\/p>\n

L\u2019\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

Au-del\u00e0 des donn\u00e9es chiffr\u00e9es et de leur analyse, le Livre Blanc tire \u00e9galement de ces enseignements des r\u00e8gles \u00e0 suivre pour atteindre un meilleur retour sur investissement, m\u00eame si les publicit\u00e9s ne sont pas totalement visibles. Il s\u2019agira par exemple de favoriser les supports publicitaires o\u00f9 l\u2019encombrement est faible pour maximiser le souvenir du message et de la publicit\u00e9 ; ou encore de privil\u00e9gier les espaces publicitaires o\u00f9 le son est susceptible d\u2019\u00eatre \u00ab on \u00bb pour les formats vid\u00e9o, puisqu\u2019un son audible augmente de 175% le souvenir publicitaire des publicit\u00e9s en dessous des normes MRC.<\/p>\n

Pour Thomas Jamet, CEO d\u2019IPG Mediabrands : \u00ab La visibilit\u00e9 est une m\u00e9trique qui cohabite avec les strat\u00e9gies cr\u00e9atives et le ciblage pour d\u00e9livrer les prestations les plus adapt\u00e9es et redonner de la valeur \u00e0 l\u2019\u00e9change. Am\u00e9liorer sa compr\u00e9hension est un enjeu pour de bonnes pratiques et plus de fluidit\u00e9 \u00bb.<\/p>\n

Yann Le Roux, DG France d\u2019Integral Ad Science, ajoute : \u00ab Ce livre blanc exceptionnel est le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique. Il apporte des r\u00e9ponses claires quant \u00e0 la mani\u00e8re dont la visibilit\u00e9 et la qualit\u00e9 d\u2019exposition publicitaire affectent l\u2019objectif des campagnes \u00bb.<\/p>\n

En savoir plus sur Offre Media<\/a><\/p>\n

T\u00e9l\u00e9charger le livre blanc<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Offre Media – 13 juillet 2016 – Plus le niveau de visibilit\u00e9 est \u00e9lev\u00e9, plus le souvenir publicitaire l\u2019est \u00e9galement ; des publicit\u00e9s sous la norme MRC peuvent avoir un impact sur l\u2019efficacit\u00e9 publicitaire ; le temps d\u2019exposition est d\u00e9terminant,…<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312035","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"\nFrance | Offre Media: Livre Blanc IPG Mediabrands \u2013 Integral Ad Science : Visibilit\u00e9 et attention publicitaire - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Livre blanc, Visibilit\u00e9 et attention publicitaire, publi\u00e9 par IPG Mediabrands (Initiative, UM, Cadreon) et Integral Ad Science.\" \/>\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\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | Offre Media: Livre Blanc IPG Mediabrands \u2013 Integral Ad Science : Visibilit\u00e9 et attention publicitaire\" \/>\n<meta property=\"og:description\" content=\"Livre blanc, Visibilit\u00e9 et attention publicitaire, publi\u00e9 par IPG Mediabrands (Initiative, UM, Cadreon) et Integral Ad Science.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/offremedia-livre-blanc-ipg-mediabrands-integral-ad-science\\\/\",\"name\":\"France | Offre Media: Livre Blanc IPG Mediabrands \u2013 Integral Ad Science : Visibilit\u00e9 et attention publicitaire - 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