{"id":312040,"date":"2016-06-13T04:00:00","date_gmt":"2016-06-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-strategies-le-grp-video-mode-demploi\/"},"modified":"2016-06-13T04:00:00","modified_gmt":"2016-06-13T04:00:00","slug":"france-strategies-le-grp-video-mode-demploi","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-strategies-le-grp-video-mode-demploi\/","title":{"rendered":"France | Strat\u00e9gies: Le GRP Vid\u00e9o, Mode d\u2019Emploi"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Strat\u00e9gies, 12 juin 2015<\/strong> &#8211; Faire converger la publicit\u00e9 vid\u00e9o sur Internet et la t\u00e9l\u00e9vision: cette demande formul\u00e9e par l\u2019UDA et \u00e0 l\u2019Udecam est en passe de devenir une r\u00e9alit\u00e9 m\u00e9diaplanning avec le lancement, dans la deuxi\u00e8me quinzaine de juin, du GRP vid\u00e9o. Cette mesure de la performance de la vid\u00e9o, qui repose sur un coefficient de visibilit\u00e9 (proportion de la surface de la publicit\u00e9 et de la dur\u00e9e du spot) sera beaucoup plus pr\u00e9cise que le vu-pas vu qui permettait jusqu\u2019ici de comptabiliser un message publicitaire vid\u00e9o ayant \u00e9t\u00e9 vu au moins une seconde sur 50% de sa surface.<\/p>\n<p>Yann Le Roux, managing directeur d\u2019Integral Ad Science, souligne que ce GRP rompt avec la logique d\u2019une vid\u00e9o publicitaire g\u00e9r\u00e9e comme un \u00e9l\u00e9ment de display, en fonction du seul nombre d\u2019impressions. Le GRP vid\u00e9o correspond, en effet, au nombre de clics (ou d\u2019impressions) multipli\u00e9 par le coefficient de visibilit\u00e9 rapport\u00e9 \u00e0 la cible. Sa soci\u00e9t\u00e9 produira un GRP non cibl\u00e9, se rapportant \u00e0 la population (plus de deux ans) ainsi qu\u2019un GRP cibl\u00e9 (m\u00e9nag\u00e8res de moins de cinquante ans, etc.) avec les donn\u00e9es OCR de Nielsen (M\u00e9diam\u00e9trie Netratings). Elle se contentera au d\u00e9but de format in-stream mais \u00e9voluera ensuite vers la \u00abvideo in banner\u00bb.<\/p>\n<p><strong>A l&#8217;approche du temps r\u00e9el<\/strong><\/p>\n<p>Cette visibilit\u00e9 des spots sur Internet se rapproche de l\u2019audience moyenne constat\u00e9e pendant la coupure pub en TV. En plus pr\u00e9cis: \u00abQue le spot soit de quinze ou de vingt secondes, vous avez le m\u00eame GRP en TV, rappelle Yann Le Roux. Mais la finalit\u00e9 est bien de travailler de fa\u00e7on plus convergente sur de la vid\u00e9o multi-device avec des notions de reach, de mont\u00e9e en couverture&#8230;\u00bb Aux Etats-Unis, l\u2019heure est aux budgets vid\u00e9os: on y positionne le m\u00e9dia TV au m\u00eame niveau que l\u2019image sur Internet (vid\u00e9o, catch up, replay&#8230;). <\/p>\n<p>En savoir plus sur <a href=\"http:\/\/www.strategies.fr\/actualites\/medias\/1017563W\/le-grp-video-mode-d-emploi.html\">Strat\u00e9gies<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strat\u00e9gies, 12 juin 2015 &#8211; Faire converger la publicit\u00e9 vid\u00e9o sur Internet et la t\u00e9l\u00e9vision: cette demande formul\u00e9e par l\u2019UDA et \u00e0 l\u2019Udecam est en passe de devenir une r\u00e9alit\u00e9 m\u00e9diaplanning avec le lancement, dans la deuxi\u00e8me quinzaine de juin,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312040","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>France | Strat\u00e9gies: Le GRP Vid\u00e9o, Mode d\u2019Emploi - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Le lancement du GRP vid\u00e9o va rapprocher la mesure de l&#039;audience vid\u00e9o de celle de la t\u00e9l\u00e9vision. 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