{"id":312043,"date":"2016-09-30T04:00:00","date_gmt":"2016-09-30T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/ias-barometre-de-la-qualite-media-digitale-s12016\/"},"modified":"2016-09-30T04:00:00","modified_gmt":"2016-09-30T04:00:00","slug":"ias-barometre-de-la-qualite-media-digitale-s12016","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/ias-barometre-de-la-qualite-media-digitale-s12016\/","title":{"rendered":"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S1 2016"},"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, le 29 septembre 2016<\/strong> &#8211; Integral Ad Science (IAS), sp\u00e9cialiste de la mesure, optimisation et analyse de la qualit\u00e9 m\u00e9dia digitale, publie aujourd\u2019hui son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2016.<\/p>\n<p><strong>61,6% d\u2019impressions visibles<\/strong><br \/>\nEn France, sur l\u2019ensemble des clients mesur\u00e9s, IAS a d\u00e9nombr\u00e9 61,6% d\u2019impressions visibles (&gt; 1 s), un niveau record et une progression de 8,1 points par rapport au 4\u00e8me trimestre 2015. C\u2019est \u00e9galement le taux le plus \u00e9lev\u00e9 par rapport aux 4 autres pays mesur\u00e9s dans le barom\u00e8tre : 61,1% en Allemagne, 57,4% au Royaume-Uni, 53,6% aux \u00c9tats-Unis et 49,3% en Australie. De bons r\u00e9sultats \u00e0 relativiser puisque pr\u00e8s de 40% d\u2019impressions ne sont pas visibles.<\/p>\n<p><strong>Record \u00e0 la baisse en brand-safety<\/strong><br \/>\nDe m\u00eame, avec 6,2% d\u2019impressions risqu\u00e9es, la France enregistre son plus bas niveau de publicit\u00e9s diffus\u00e9es dans un contexte potentiellement inappropri\u00e9 pour la marque (alcool, discours haineux, drogues, langage offensant, sites adultes, t\u00e9l\u00e9chargement ill\u00e9gal, violence). C\u2019est \u00e9galement le plus bas niveau en comparaison des 4 autres pays analys\u00e9s.<\/p>\n<p><strong>Avant-derni\u00e8re position sur la fraude<\/strong><br \/>\nAvec 6,1% d\u2019impressions frauduleuses, le march\u00e9 fran\u00e7ais se situe \u00e0 un niveau moins satisfaisant que le Royaume-Uni (3,2%), l\u2019Australie (5,2%) et l\u2019Allemagne (5,8%) mais devant les \u00c9tats-Unis (7,1%). <\/p>\n<p><strong>Encombrement publicitaire stable<\/strong><br \/>\nEn France, 1,8% des impressions sont diffus\u00e9es sur des pages tr\u00e8s encombr\u00e9es (comptant 6 publicit\u00e9s et plus), une proportion stable par rapport au 4\u00e8me trimestre (1,9%). C\u2019est un des taux les plus faibles devant l\u2019Allemagne (\u00e0 1,3%) et presque 2 fois moins \u00e9lev\u00e9 qu\u2019aux \u00c9tatsUnis (3,4%).<\/p>\n<p><strong>Dans le monde, les formats verticaux sont les plus visibles<\/strong><br \/>\nL\u2019analyse de la visibilit\u00e9 par taille ou format publicitaire r\u00e9v\u00e8le que ce sont les publicit\u00e9s verticales qui atteignent les meilleurs taux de visibilit\u00e9, d\u00e9passant les 60%. Par exemple, les formats skyscraper, grand angle et portrait atteignent respectivement 64,3%, 63,3% et 60,3% de visibilit\u00e9.<br \/>\nQuant aux publicit\u00e9s vid\u00e9o, elles atteignent des scores moins favorables qu\u2019en display : seules 40% d\u2019impressions sont visibles, 8,9% sont frauduleuses et 11,2% risqu\u00e9es. Cependant la qualit\u00e9 m\u00e9dia de ce format s\u2019am\u00e9liore sur tous les indicateurs par rapport au 4\u00e8me trimestre 2015 (+10,9 points en visibilit\u00e9, -1,1 point en fraude et -6,9 points en contextes inappropri\u00e9s).<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paris, le 29 septembre 2016 &#8211; Integral Ad Science (IAS), sp\u00e9cialiste de la mesure, optimisation et analyse de la qualit\u00e9 m\u00e9dia digitale, publie aujourd\u2019hui son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2016. 61,6% d\u2019impressions visibles En France, sur&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312043","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>Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S1 2016 - 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