{"id":312089,"date":"2018-04-05T04:00:00","date_gmt":"2018-04-05T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2017\/"},"modified":"2018-04-05T04:00:00","modified_gmt":"2018-04-05T04:00:00","slug":"integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2017","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2017\/","title":{"rendered":"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S2 2017"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Une visibilite\u0301 qui progresse en France, m<\/strong><strong>ais des risques Brand Safety et Fraude en augmentation<\/strong><\/p>\n<p><em>En 2017, les annonceurs ont porte\u0301 une attention accrue a\u0300 la Brand Safety afin de prote\u0301ger leurs marques des pre\u0301judices cause\u0301s par la diffusion des publicite\u0301s dans des contextes risque\u0301s. Pourtant les nouveaux r\u00e9sultats du barom\u00e8tre IAS de la qualit\u00e9 me\u0301dia digitale r\u00e9v\u00e8lent qu\u2019il reste des efforts \u00e0 faire pour endiguer ce ph\u00e9nom\u00e8ne, de m\u00eame que la fraude publicitaire. Pour autant, on note une ame\u0301lioration significative de la visibilite\u0301 en display, reflet des efforts d\u2019ame\u0301lioration du marche\u0301 tandis que la visibilite\u0301 vide\u0301o, qui e\u0301tait de\u0301ja\u0300 excellente, progresse a\u0300 nouveau. \u00a0<\/em><\/p>\n<p><strong>Am\u00e9lioration de la visibilit\u00e9 en display et en vid\u00e9o<\/strong><\/p>\n<p>En France, la visibilit\u00e9 des campagnes display s\u2019am\u00e9liore sur le second semestre 2017 avec 57,1% d\u2019impressions visibles soit une hausse de 5,3 points par rapport au 1er semestre 2017. Cela refl\u00e8te les efforts du march\u00e9 en mati\u00e8re de visibilit\u00e9, notamment en achats programmatiques dont la visibilit\u00e9 progresse de 7,5 points en 6 mois.<\/p>\n<p>Si on analyse maintenant la visibilit\u00e9 par format publicitaire, il en ressort que les formats verticaux enregistrent les meilleures performances en display. Le skyscraper enregistre un taux de visibilite\u0301 tre\u0300s supe\u0301rieur a\u0300 la moyenne : 77,8% soit 20,7 points de plus que la moyenne. En effet, les publicite\u0301s display verticales ont plus de chances d\u2019e\u0302tre visibles car elles restent plus longtemps a\u0300 l\u2019e\u0301cran lorsque l\u2019utilisateur fait de\u0301filer la page.<\/p>\n<p>Quant aux publicit\u00e9s vid\u00e9o, elles atteignent \u00e0 nouveau d\u2019excellents niveaux de visibilit\u00e9\u00a0avec 77,6% d\u2019impressions visibles, soit un taux encore plus \u00e9lev\u00e9 qu\u2019au 1er trimestre (73,7%) et essentiellement port\u00e9 par les achats directs (78,4% d\u2019impressions visibles contre 59,5% pour les achats programmatiques). En termes de dur\u00e9e de visibilit\u00e9, facteur cl\u00e9 de l\u2019efficacit\u00e9 des campagnes, plus de la moiti\u00e9 des publicit\u00e9s vid\u00e9o (58,7%) sont visibles jusqu\u2019au 4\u00e8me quartile (c\u2019est-\u00e0-dire jusqu\u2019\u00e0 la fin), ce qui de\u0301montre encore la grande qualite\u0301 d\u2019exposition de la vide\u0301o en France.<\/p>\n<p><strong>Brand Safety et fraude\u00a0publicitaire continuent \u00e0 gagner du terrain<\/strong><\/p>\n<p>Les fake news, les scandales ou les actualit\u00e9s violentes repr\u00e9sentent autant de menaces pour les marques qui recherchent les meilleurs environnements dans lesquels diffuser leurs messages. En 2017, la Brand Safety a \u00e9t\u00e9 au c\u0153ur de l\u2019actualit\u00e9 de la publicit\u00e9 digitale.<br \/>\nPourtant ce risque continue \u00e0 gagner du terrain avec pr\u00e8s de 7% de publicit\u00e9s display diffus\u00e9es dans un contexte risqu\u00e9 pour la marque contre 5% au 1er semestre. La vid\u00e9o est davantage expos\u00e9e avec 9% d\u2019impressions risqu\u00e9es (contre 6,9% pour le display), et en particulier les achats programmatiques (11,2% d\u2019impressions risqu\u00e9es).<\/p>\n<p>Quant \u00e0 la fraude, elle reste une pr\u00e9occupation majeure et a d\u2019ailleurs inspir\u00e9 diff\u00e9rentes initiatives parmi lesquelles ads.txt, qui permet aux e\u0301diteurs de de\u0301clarer quelles entite\u0301s sont autorise\u0301es a\u0300 vendre leur inventaire. Si elle est plut\u00f4t stable \u00e0 0,5% sur les campagnes optimis\u00e9es avec nos solutions de filtrage pr\u00e9ventif des impressions frauduleuses, la fraude continue \u00e0 se propager sur les campagnes non optimis\u00e9es avec 18,2% d\u2019impressions frauduleuses contre 14,6% au 1er semestre. M\u00eame constat en publicit\u00e9 vid\u00e9o avec un tr\u00e8s faible taux de fraude sur les campagnes optimis\u00e9es (0,6%) et un niveau beaucoup plus \u00e9lev\u00e9 sur les campagnes non optimis\u00e9es (14,7%).<\/p>\n<p>Pour <strong>Yann Le Roux, DG IAS France<\/strong>\u00a0: \u00ab\u00a0La ma\u00eetrise et l&#8217;optimisation de la qualit\u00e9 m\u00e9dia sont un levier essentiel pour tous les acteurs de la publicit\u00e9 digitale, et celui-ci se d\u00e9cline en 2 axes compl\u00e9mentaires : r\u00e9duire l&#8217;exposition aux risques (brand safety, fraude) et maximiser l&#8217;efficacit\u00e9 (visibilit\u00e9 et dur\u00e9e d&#8217;exposition notamment). Les r\u00e9sultats de notre barom\u00e8tre du 2\u00e8me semestre 2017 montrent que l&#8217;effort g\u00e9n\u00e9ral port\u00e9 sur la visibilit\u00e9 paie, avec des indicateurs qui progressent notablement. Malheureusement, les risques fraude et brand safety ont augment\u00e9. Plus que jamais, la d\u00e9marche doit \u00eatre compl\u00e8te, en portant \u00e0 la fois sur la mesure et l&#8217;optimisation, et sur les 3 indicateurs cl\u00e9s simultan\u00e9ment : fraude, brand safety, visibilit\u00e9. \u00bb.<\/p>\n<p>Pour t\u00e9l\u00e9charger le barom\u00e8tre, cliquez <a href=\"https:\/\/go.integralads.com\/fr-mqr-2017-h2.html?\">ici.<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une visibilite\u0301 qui progresse en France, mais des risques Brand Safety et Fraude en augmentation En 2017, les annonceurs ont porte\u0301 une attention accrue a\u0300 la Brand Safety afin de prote\u0301ger leurs marques des pre\u0301judices cause\u0301s par la diffusion des&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312089","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - 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