{"id":312081,"date":"2017-09-20T04:00:00","date_gmt":"2017-09-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-4-chiffres-a-retenir-qualite-media-digitale\/"},"modified":"2017-09-20T04:00:00","modified_gmt":"2017-09-20T04:00:00","slug":"france-4-chiffres-a-retenir-qualite-media-digitale","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-4-chiffres-a-retenir-qualite-media-digitale\/","title":{"rendered":"France | Strat\u00e9gies : 4 chiffres \u00e0 retenir sur la qualit\u00e9 m\u00e9dia digitale"},"content":{"rendered":"

Integral Ad Science (IAS) France publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale au 1er semestre 2017. Pour la premi\u00e8re fois, il livre des r\u00e9sultats pour les publicit\u00e9s vid\u00e9o en France. Il appara\u00eet que les vid\u00e9os ont d\u2019excellents taux de visibilit\u00e9 mais qu\u2019elles sont davantage expos\u00e9es que le display aux probl\u00e8mes de brand safety.<\/p>\n

73,7%<\/strong>
\nC’est la part des impressions vid\u00e9o qui sont \u00abvisibles\u00bb, selon le standard IAB (plus de deux secondes, sur au moins 50% de leur surface), contre 51,8% en display. \u00abEn France, les publicit\u00e9s vid\u00e9o atteignent d\u2019excellents taux de visibilit\u00e9\u00bb, explique Yann Le Roux, DG d’Integral Ad Science France qui publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale au 1er semestre 2017. <\/p>\n

74,1%<\/strong>
\nC’est le taux de visibilit\u00e9 obtenu pour les achats directs vs 41,4% pour les achats programmatiques. On voit que la 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 visibilit\u00e9 pr\u00e8s de deux fois sup\u00e9rieurs aux achats programmatiques.<\/p>\n

8,8%<\/strong>
\nC’est la part des pubs vid\u00e9os qui sont affich\u00e9es \u00e0 c\u00f4t\u00e9 ou dans un contenu risqu\u00e9 pour la marque soit pr\u00e8s de deux fois plus qu\u2019en display (5%). On remarque en effet que la vid\u00e9o est davantage expos\u00e9e aux probl\u00e8mes de brand safety que le display. Et en programmatique, ce chiffre atteint presque 12% (11,8%). <\/p>\n

0,2%<\/strong>
\nC’est la part – quasiment nulle – de la fraude sur les campagnes optimis\u00e9es. C\u2019est-\u00e0-dire ayant fait l\u2019objet d\u2019un filtrage pro-actif des impressions frauduleuses. En revanche, 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

Lire l’int\u00e9gralit\u00e9 de l’article sur Strat\u00e9gies<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Integral Ad Science (IAS) France publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale au 1er semestre 2017. Pour la premi\u00e8re fois, il livre des r\u00e9sultats pour les publicit\u00e9s vid\u00e9o en France. Il appara\u00eet que les vid\u00e9os ont d\u2019excellents taux de visibilit\u00e9 mais qu\u2019elles sont davantage expos\u00e9es que le display aux probl\u00e8mes de brand safety.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[482,481],"class_list":["post-312081","portfolio","type-portfolio","status-publish","hentry","portfolio-types-articles","portfolio-types-communiques"],"acf":[],"yoast_head":"\nFrance | Strat\u00e9gies : 4 chiffres \u00e0 retenir sur la qualit\u00e9 m\u00e9dia digitale - 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\/france-4-chiffres-a-retenir-qualite-media-digitale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | Strat\u00e9gies : 4 chiffres \u00e0 retenir sur la qualit\u00e9 m\u00e9dia digitale\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science (IAS) France publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale au 1er semestre 2017. 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