{"id":312037,"date":"2016-05-12T04:00:00","date_gmt":"2016-05-12T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/"},"modified":"2016-05-12T04:00:00","modified_gmt":"2016-05-12T04:00:00","slug":"france-integral-ad-science-qualite-media-de-la-publicite-t12016","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/","title":{"rendered":"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Paris<\/strong> &#8211; <strong>11 mai 2016<\/strong> \u2013 Une \u00e9tude r\u00e9alis\u00e9e r\u00e9cemment aux Etats-Unis par Integral Ad Science, IPG Media Lab et Cadreon r\u00e9v\u00e8le que les internautes retiennent davantage le message et la publicit\u00e9 si celle-ci est la seule diffus\u00e9e sur la page consult\u00e9e. A l\u2019inverse, lorsque la page est encombr\u00e9e, l\u2019efficacit\u00e9 est moins significative. Enjeu pour les annonceurs, la pression publicitaire l\u2019est \u00e9galement pour les \u00e9diteurs. En effet, selon une \u00e9tude d\u2019Ipsos pour l\u2019IAB, 30% des Fran\u00e7ais sont \u00e9quip\u00e9s d\u2019ad-block. 1\u00e8re raison pour 85% d\u2019entre eux : la saturation publicitaire qui perturbe leur navigation.<\/p>\n<p>Aussi Integral Ad Science a-t-il d\u00e9velopp\u00e9 un nouvel indicateur d\u2019encombrement publicitaire pour permettre aux annonceurs et agences d\u2019optimiser le ROI de leurs campagnes. Les premiers r\u00e9sultats indiquent que c\u2019est en France que les pages sont les moins encombr\u00e9es de publicit\u00e9s. 92,3% des impressions y sont diffus\u00e9es sur une page peu encombr\u00e9e, c\u2019est-\u00e0-dire comprenant 1 \u00e0 3 publicit\u00e9(s), contre 90,9% en Allemagne, 87,2% au Royaume-Uni, 86,1% aux Etats-Unis et 85,1% en Australie. Au total, au 1er trimestre 2016, seules 2% des impressions ont \u00e9t\u00e9 diffus\u00e9es en France sur des pages \u00e0 encombrement \u00e9lev\u00e9 ou tr\u00e8s \u00e9lev\u00e9, affichant 6 publicit\u00e9s ou plus. Cette proportion est en baisse de 1,7 point par rapport au 4\u00e8me trimestre 2015.<\/p>\n<p><strong>Un niveau record de visibilit\u00e9 \u00e0 60,9%<\/strong><\/p>\n<p>Avec 60,9%d\u2019impressions visibles, la France enregistre un nouveau record et une tr\u00e8s forte progression sur cet indicateur : +7,4 points par rapport au 4\u00e8me trimestre 2015 et +13,1 points en 1 an. Cette hausse est notamment tir\u00e9e par le programmatique et l\u2019utilisation intensifi\u00e9e des segments pre-bid d\u2019Integral Ad Science. En effet, 61,4% des impressions programmatiques ont \u00e9t\u00e9 visibles soit 8,3 points de plus en un trimestre. Pour la 1\u00e8re fois, le niveau de visibilit\u00e9 des achats programmatiques d\u00e9passe ainsi celui des achats directs qui atteint 59,8%.<\/p>\n<p>A noter \u00e9galement, la France affiche le meilleur taux de visibilit\u00e9 devant le Royaume Uni (57%), l\u2019Allemagne (53,7%), les Etats-Unis (52%) ou l\u2019Australie (45,9%), et ce quelle que soit la dur\u00e9e de visibilit\u00e9, qu\u2019elle soit sup\u00e9rieure \u00e0 1, 5 ou 15 secondes. En France, 43,1% des impressions sont visibles pour une dur\u00e9e sup\u00e9rieure \u00e0 5 secondes (+5,4 points) et 25,2% pour une dur\u00e9e sup\u00e9rieure \u00e0 15 secondes (+2,4 points).<\/p>\n<p><strong>Record \u00e0 la baisse pour les diffusions sur des sites probl\u00e9matiques mais augmentation de la fraude<\/strong><\/p>\n<p>La diffusion de publicit\u00e9s sur des sites probl\u00e9matiques (\u00ab brand safety \u00bb) baisse significativement et ne repr\u00e9sente plus que 6,9% des impressions contre 9,9% au 4\u00e8me trimestre 2015. Ce recul s\u2019explique principalement par une moindre diffusion sur les sites adultes et sur les sites de t\u00e9l\u00e9chargement ill\u00e9gal. Et cela place d\u00e9sormais la France comme la plus performante sur cet indicateur devant le Royaume-Uni (7%), les Etats-Unis (9,1%), l\u2019Allemagne (9,9%) et l\u2019Australie (11,6%).<\/p>\n<p>Seul b\u00e9mol, le trafic invalide (ou fraude) gagne du terrain. Peut-\u00eatre insuffisamment pris en compte par les acheteurs et vendeurs, il atteint un niveau significatif de 7,7% des impressions contre 6% au dernier trimestre.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paris &#8211; 11 mai 2016 \u2013 Une \u00e9tude r\u00e9alis\u00e9e r\u00e9cemment aux Etats-Unis par Integral Ad Science, IPG Media Lab et Cadreon r\u00e9v\u00e8le que les internautes retiennent davantage le message et la publicit\u00e9 si celle-ci est la seule diffus\u00e9e sur la&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312037","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.\" \/>\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\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/\" \/>\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\\\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\\\/\",\"name\":\"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"datePublished\":\"2016-05-12T04:00:00+00:00\",\"description\":\"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet - Integral Ad Science","description":"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/","og_locale":"fr_FR","og_type":"article","og_title":"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet","og_description":"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.","og_url":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/","og_site_name":"Integral Ad Science","twitter_card":"summary_large_image","twitter_site":"@integralads","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/","url":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/","name":"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"datePublished":"2016-05-12T04:00:00+00:00","description":"Integral Ad Science vient de publier son rapport mondial sur la qualit\u00e9 m\u00e9dia au 1er trimestre 2016 - celui-ci s\u2019enrichit d\u2019un nouvel indicateur.","breadcrumb":{"@id":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/fr\/news\/france-integral-ad-science-qualite-media-de-la-publicite-t12016\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Integral Ad Science : Rapport T1 2016 qualit\u00e9 m\u00e9dia de la publicit\u00e9 sur Internet"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/portfolio\/312037","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/portfolio\/312037\/revisions"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media?parent=312037"}],"wp:term":[{"taxonomy":"portfolio-types","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/portfolio-types?post=312037"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}