{"id":312084,"date":"2017-09-25T04:00:00","date_gmt":"2017-09-25T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-i-ecranmobile-qualite-inventaires-mobiles-question\/"},"modified":"2017-09-25T04:00:00","modified_gmt":"2017-09-25T04:00:00","slug":"france-i-ecranmobile-qualite-inventaires-mobiles-question","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-i-ecranmobile-qualite-inventaires-mobiles-question\/","title":{"rendered":"France I EcranMobile : La qualit\u00e9 des inventaires mobiles en question"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Selon le dernier barom\u00e8tre IAS, la qualit\u00e9 des inventaires mobiles reste tr\u00e8s nettement en de\u00e7\u00e0 de celle des inventaires &#8220;desktop&#8221;.<\/p>\n<p>Avec 42% des investissements m\u00e9dias et une croissance annuelle de 47%, le mobile devrait tr\u00e8s prochainement d\u00e9passer le &#8220;desktop&#8221; en fin d&#8217;ann\u00e9e et m\u00eame bousculer l&#8217;incontournable SpotTV d&#8217;ici la fin de la d\u00e9cennie. <\/p>\n<p>Mais derri\u00e8re ces performances &#8220;quantitatives&#8221;, l&#8217;\u00e9cran mobile doit encore faire ses preuves sur le terrain qualitatif comme en t\u00e9moigne la derni\u00e8re \u00e9tude d&#8217;IntegralAdScience (IAS),un sp\u00e9cialiste de la mesure de la qualit\u00e9 et de la visibilit\u00e9 de la publicit\u00e9. <\/p>\n<p>Selon son derni\u00e8re barom\u00e8tre de la qualit\u00e9 m\u00e9dia, le taux de fraude sur mobile s&#8217;\u00e9tablit \u00e0 0,4% contre seulement 0,2% sur desktop et les contenus inappropri\u00e9s concernent 8,5% des impressions contre 5% sur desktop). <\/p>\n<p>&#8220;Les cat\u00e9gories de risque les plus rencontr\u00e9es en web mobile sont semblables au desktop avec les contenus violents et les sites adultes en t\u00eate. La cat\u00e9gorie \u00ab langage offensant et contenu controvers\u00e9 \u00bb (dont font partie les fake news) arrive au 3\u00e8me rang des impressions risqu\u00e9es les plus rencontr\u00e9es tandis qu\u2019il s\u2019agit du discours haineux pour le desktop en France (display).&#8221; explique IAS.<\/p>\n<p>En mati\u00e8re de visibilit\u00e9 les diff\u00e9rences s&#8217;att\u00e9nuent avec un taux de visibilit\u00e9 sur mobile de 43,9% contre 51,8% en moyenne sur desktop. <\/p>\n<p>&#8220;Au standard MRC, les achats directs aupr\u00e8s des \u00e9diteurs pr\u00e9sentent un taux de visibilit\u00e9 plus \u00e9lev\u00e9 que les achats programmatiques. Cependant, la capacit\u00e9 d\u2019une publicit\u00e9 \u00e0 rester visible pendant plus de 5 secondes est plus difficile que sur desktop. &#8221;<\/p>\n<p>Lire l&#8217;int\u00e9gralit\u00e9 de l&#8217;article sur <a href=\"https:\/\/www.ecranmobile.fr\/La-qualite-des-inventaires-mobiles-en-question_a65007.html\">EcranMobile<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selon le dernier barom\u00e8tre IAS, la qualit\u00e9 des inventaires mobiles reste tr\u00e8s nettement en de\u00e7\u00e0 de celle des inventaires &#8220;desktop&#8221;. Avec 42% des investissements m\u00e9dias et une croissance annuelle de 47%, le mobile devrait tr\u00e8s prochainement d\u00e9passer le &#8220;desktop&#8221; en&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312084","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 I EcranMobile : La qualit\u00e9 des inventaires mobiles en question - 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-i-ecranmobile-qualite-inventaires-mobiles-question\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France I EcranMobile : La qualit\u00e9 des inventaires mobiles en question\" \/>\n<meta property=\"og:description\" content=\"Selon le dernier barom\u00e8tre IAS, la qualit\u00e9 des inventaires mobiles reste tr\u00e8s nettement en de\u00e7\u00e0 de celle des inventaires &#8220;desktop&#8221;. 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