{"id":312073,"date":"2017-09-19T04:00:00","date_gmt":"2017-09-19T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/"},"modified":"2024-10-13T09:19:38","modified_gmt":"2024-10-13T09:19:38","slug":"integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/","title":{"rendered":"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S1 2017"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Integral Ad Science (IAS) publie publie aujourd\u2019hui son barome\u0300tre de la qualite\u0301 me\u0301dia digitale au 1er semestre 2017. Pour la premie\u0300re fois, il livre des re\u0301sultats pour les publicit\u00e9s vide\u0301o en France. Il en ressort que les vide\u0301os ont d\u2019excellents taux de visibilite\u0301 en France mais qu\u2019elles sont davantage expos\u00e9es que le display aux probl\u00e8mes de brand safety.<\/span><\/span><\/span><\/span><\/p>\n<p><b>73,7% des impressions vide\u0301o sont visibles contre 51,8% en display <\/b><\/p>\n<p>En France, les publicit\u00e9s vid\u00e9o atteignent d\u2019excellents taux de visibilit\u00e9\u00a0: 73,7% d\u2019impressions servies ont \u00e9t\u00e9 visibles au 1er semestre, selon le standard IAB (plus de 2 secondes, sur au moins 50% de leur surface). C\u2019est 22 points de plus qu\u2019en display, o\u00f9 pr\u00e8s de la moiti\u00e9 des publicit\u00e9s restent non visibles. Cette visibilit\u00e9 \u00e9lev\u00e9e en vid\u00e9o est port\u00e9e par les achats directs, notamment aupr\u00e8s d\u2019\u00e9diteurs et plateformes premiums, qui obtiennent des taux de visibilite\u0301 pre\u0300s de 2 fois supe\u0301rieurs aux achats programmatiques\u00a0: 74,1% pour les achats directs vs 41,4% pour les achats programmatiques.<\/p>\n<p><strong>La vide\u0301o davantage expos\u00e9e aux probl\u00e8mes de brand safety que le display<\/strong><\/p>\n<p>La vid\u00e9o, vendue \u00e0 des CPMs plus \u00e9lev\u00e9s, est pourtant davantage expose\u0301e que le display aux proble\u0300mes de brand safety qui peuvent nuire \u00e0 l\u2019image de la marque. En effet, pre\u0300s d\u2019une publicite\u0301 vide\u0301o sur 10 (8,8%) est affiche\u0301e a\u0300 co\u0302te\u0301 ou dans un contenu risque\u0301 pour la marque soit pre\u0300s de 2 fois plus qu\u2019en display (4,9%). En programmatique, cela atteint presque 12% (11,8%).<\/p>\n<p>Quant aux types de risques, les contextes les plus rencontre\u0301s sont les contenus violents qui repr\u00e9sentent plus d\u2019un quart des impressions risqu\u00e9es pour les marques (25,5%). La 2\u00e8me cat\u00e9gorie de risque, \u00ab langage offensant et contenu controverse\u0301 \u00bb (dont font partie les fake news), est beaucoup plus pre\u0301sente qu\u2019en display : 25,2% des impressions risque\u0301es contre 18,6% en display.<\/p>\n<p><strong><br \/>\nEn display : l\u00e9g\u00e8re am\u00e9lioration de la visibilit\u00e9 mais progression de la brand safety et de la fraude <\/strong><\/p>\n<p>Au 1er semestre, la brand safety a \u00e9t\u00e9 au c\u0153ur de l\u2019actualit\u00e9 de la publicit\u00e9 digitale et on observe en France une progression de la part d\u2019impressions diffus\u00e9es dans un contexte inappropri\u00e9 pour la marque (+44%). Au total, on compte pr\u00e8s de 5% d\u2019impressions risqu\u00e9es pour les marques (4,9%) contre 3,4% au 2\u00e8me semestre 2016.<\/p>\n<p>Comme au 2\u00e8me semestre 2016, la fraude est quasiment nulle (0,2%) sur les campagnes optimis\u00e9es &#8211; c\u2019est-\u00e0-dire ayant fait l\u2019objet d\u2019un filtrage pro-actif des impressions frauduleuses gr\u00e2ce \u00e0 la solution IAS. Par contre, la fraude progresse fortement sur les campagnes non optimis\u00e9es avec 14,6% d\u2019impressions frauduleuses au 1er semestre 2017, contre 2,8% au 2\u00e8me semestre 2016, et cela aussi bien en achats programmatiques que directs.<\/p>\n<p>Quant \u00e0 la visibilit\u00e9, on reste \u00e0 un niveau de visibilit\u00e9 similaire \u00e0 celui du 2\u00e8me semestre 2016 avec un peu plus d\u2019une publicit\u00e9 visible sur 2 servies (51,8%). Ce taux est toutefois en l\u00e9g\u00e8re progression (+1,3 point).<\/p>\n<p>Pour t\u00e9l\u00e9charger le barom\u00e8tre, cliquez <a href=\"https:\/\/go.integralads.com\/fr-mqr-2017h1.html\">ici.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Integral Ad Science publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2017.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312073","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 2017 - Integral Ad Science<\/title>\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\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S1 2017\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2017.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-13T09:19:38+00:00\" \/>\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\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/\",\"url\":\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s1-2017\/\",\"name\":\"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S1 2017 - 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