{"id":312041,"date":"2015-06-11T04:00:00","date_gmt":"2015-06-11T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-ad-exchange-le-grp-video-explique-par-integral-ad-science\/"},"modified":"2015-06-11T04:00:00","modified_gmt":"2015-06-11T04:00:00","slug":"france-ad-exchange-le-grp-video-explique-par-integral-ad-science","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-ad-exchange-le-grp-video-explique-par-integral-ad-science\/","title":{"rendered":"France | Ad Exchange: Le GRP vid\u00e9o expliqu\u00e9 par Integral Ad Science"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Ad Exchange, 10 juin 2015<\/strong> &#8211; Integral Ad Science (IAS) a \u00e9t\u00e9 choisi par M\u00e9diam\u00e9trie pour mettre en place sa toute nouvelle mesure d\u2019audiences vid\u00e9o digitales, le GRP vid\u00e9o. Cette annonce arrive alors que ce sp\u00e9cialiste am\u00e9ricain de la s\u00e9curit\u00e9 et de la mesure de la visibilit\u00e9 des impressions publicitaires en ligne vient \u00e0 peine d\u2019ouvrir un bureau en France (janvier 2015). La parole au directeur France d\u2019IAS, Yann Le Roux.<\/p>\n<p><strong>Pouvez-vous nous en dire plus sur comment allez-vous proc\u00e9der pour mesurer ce GRP vid\u00e9o ?<\/strong><\/p>\n<p>Le groupe de travail dirig\u00e9 par M\u00e9diam\u00e9trie a d\u00e9fini la formule de calcul dans les d\u00e9tails. Il y avait d\u00e9j\u00e0 un GRP pour la t\u00e9l\u00e9vision qui consiste \u00e0 moyenner l\u2019audience r\u00e9elle d\u2019une coupure publicitaire (constitu\u00e9e de plusieurs spots) et d\u2019attribuer l\u2019audience moyenne \u00e0 chacun des spots. Leur d\u00e9marche \u00e9tait d\u2019essayer de trouver un \u00e9quivalent sur le digital qui soit le plus proche possible de cela. Ils sont arriv\u00e9s \u00e0 la prise en compte de la visibilit\u00e9 non pas comme tout le monde fait, avec un seuil minimum de visibilit\u00e9, mais, au contraire, \u00e0 travers une approche progressive, enti\u00e8rement proportionnelle, avec un ratio de visibilit\u00e9. Ainsi, par exemple, pour un spot de 20 secondes vu \u00e0 hauteur de 10 secondes pour moiti\u00e9 de sa surface on aura 50% de sa surface multipli\u00e9e par 50% de sa dur\u00e9e, soit un coefficient de visibilit\u00e9 de 0,25 ou 25%. Et on proc\u00e9dera comme \u00e7a pour chacun des spots. Chaque impression aura donc un coefficient de visibilit\u00e9. Notre travail \u00e0 Integral Ad Science est de calculer cela, de produire ce coefficient de visibilit\u00e9 qui constitue l\u2019un des trois composants du GRP Vid\u00e9o, dont la formule est : le nombre d\u2019impressions (1) multipli\u00e9 par le coefficient de visibilit\u00e9 (2) sur cible effectivement touch\u00e9e (3), qui est le volet OCR.  Ce sera fait \u00e0 la commande, campagne par campagne ?Oui, tout \u00e0 fait. Les cibles peuvent varier d\u2019une campagne \u00e0 l\u2019autre. Le GRP est sp\u00e9cifique \u00e0 une cible.  En pratique, les agences et annonceurs doivent faire appel \u00e0 vous directement ?Sur la partie GRP cibl\u00e9 (avec le volet OCR) il faut contacter M\u00e9diam\u00e9trie, car c\u2019est une option d\u2019OCR. Nous proposons aussi le GRP non cibl\u00e9 \u2013 qui a pour cible la France enti\u00e8re \u2013 qui est int\u00e9gr\u00e9 \u00e0 notre solution vid\u00e9o.<\/p>\n<p><strong>Quelle est au fond la diff\u00e9rence entre le GRP classique de la t\u00e9l\u00e9vision et le GRP vid\u00e9o ?<\/strong><\/p>\n<p>On ne parle pas des m\u00eames contacts. Le GRP est une mesure quantitative des contacts, et ne prend pas en compte la notion de qualit\u00e9 ou de valeur du contact. Toutes les impressions ne se valent pas sur le digital. C\u2019est la m\u00eame chose pour le GRP t\u00e9l\u00e9. Un GRP t\u00e9l\u00e9 et un GRP vid\u00e9o Internet ne seront pas fusionn\u00e9s, car fondamentalement ce ne sont pas les m\u00eames contacts. Il fallait \u00e9galement pouvoir appliquer le GRP sur l\u2019in-banner et non seulement sur l\u2019in-stream. Mais ce sont des expositions diff\u00e9rentes. M\u00eame si on peut les mesurer avec un m\u00eame indicateur, pour autant on ne parle pas de la m\u00eame chose. Le GRP n\u2019est pas non plus une mesure de performance ou d\u2019impact, mais de quantit\u00e9 de contacts. On est dans le tonnage et non pas dans l\u2019impact, donc cela ne va pas tout remplacer.<\/p>\n<p>En savoir plus sur <a href=\"http:\/\/www.ad-exchange.fr\/le-grp-video-explique-par-integral-ad-science-en-france-25588\/\">AdExchange.fr<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ad Exchange, 10 juin 2015 &#8211; Integral Ad Science (IAS) a \u00e9t\u00e9 choisi par M\u00e9diam\u00e9trie pour mettre en place sa toute nouvelle mesure d\u2019audiences vid\u00e9o digitales, le GRP vid\u00e9o. Cette annonce arrive alors que ce sp\u00e9cialiste am\u00e9ricain de la s\u00e9curit\u00e9&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[481],"class_list":["post-312041","portfolio","type-portfolio","status-publish","hentry","portfolio-types-communiques"],"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 | Ad Exchange: Le GRP vid\u00e9o expliqu\u00e9 par Integral Ad Science - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Integral Ad Science a \u00e9t\u00e9 choisi par M\u00e9diam\u00e9trie pour mettre en place sa toute nouvelle mesure d\u2019audiences vid\u00e9o digitales, le GRP vid\u00e9o.\" \/>\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-ad-exchange-le-grp-video-explique-par-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 | Ad Exchange: Le GRP vid\u00e9o expliqu\u00e9 par Integral Ad Science\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science a \u00e9t\u00e9 choisi par M\u00e9diam\u00e9trie pour mettre en place sa toute nouvelle mesure d\u2019audiences vid\u00e9o digitales, le GRP vid\u00e9o.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/france-ad-exchange-le-grp-video-explique-par-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=\"3 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-ad-exchange-le-grp-video-explique-par-integral-ad-science\/\",\"url\":\"https:\/\/integralads.com\/fr\/news\/france-ad-exchange-le-grp-video-explique-par-integral-ad-science\/\",\"name\":\"France | Ad Exchange: Le GRP vid\u00e9o expliqu\u00e9 par Integral Ad Science - 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