{"id":312093,"date":"2018-04-05T04:00:00","date_gmt":"2018-04-05T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-i-figaro-visibilite-de-publicite-digitale-sameliore\/"},"modified":"2018-04-05T04:00:00","modified_gmt":"2018-04-05T04:00:00","slug":"france-i-figaro-visibilite-de-publicite-digitale-sameliore","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-i-figaro-visibilite-de-publicite-digitale-sameliore\/","title":{"rendered":"France I Le Figaro : La visibilit\u00e9 de la publicit\u00e9 digitale s’am\u00e9liore"},"content":{"rendered":"

Trop de vid\u00e9os p\u00e2tissent d’un contexte risqu\u00e9.<\/strong><\/p>\n

C’est une bonne nouvelle qu’il faut saluer pour le b\u00e9n\u00e9fice de l’\u00e9cosyst\u00e8me publicitaire digital, tr\u00e8s malmen\u00e9 en ce moment: la visibilit\u00e9 des banni\u00e8res et des publicit\u00e9s vid\u00e9o s’est am\u00e9lior\u00e9e en France au second semestre 2017. Ce qui veut dire concr\u00e8tement que les publicit\u00e9s diffus\u00e9es en ligne ont globalement \u00e9t\u00e9 mieux vues par les internautes.<\/p>\n

En display (banni\u00e8res classiques), le taux de cette visibilit\u00e9 a grimp\u00e9 pour atteindre 57,1 % d’impressions visibles, soit 5,3 points de mieux qu’au premier semestre 2017. L’un des formats les plus efficaces (77,8 % de visibilit\u00e9) est le \u00abskyscraper\u00bb, la banni\u00e8re verticale qui s’ins\u00e8re g\u00e9n\u00e9ralement \u00e0 droite du contenu d’un site. En vid\u00e9o aussi, les am\u00e9liorations sont sensibles avec 77,6 % d’impressions visibles fin 2017, contre 73,7 % en d\u00e9but d’ann\u00e9e. Cette situation, mesur\u00e9e par le dernier barom\u00e8tre de la soci\u00e9t\u00e9 Integral Ad Science (IAS), sp\u00e9cialis\u00e9e dans l’observation de la qualit\u00e9 du m\u00e9dia digital, n’est cependant pas optimale. Loin de l\u00e0.<\/p>\n

Si le crit\u00e8re de la visibilit\u00e9 est traditionnellement la priorit\u00e9 des annonceurs, d’autres crit\u00e8res les mobilisent tout autant aujourd’hui. Et notamment la \u00abbrand safety\u00bb, c’est-\u00e0-dire la garantie que leurs publicit\u00e9s ne seront pas expos\u00e9es dans des contextes \u00abinappropri\u00e9s\u00bb (publicit\u00e9 en pre-roll d’un contenu vid\u00e9o haineux, par exemple).<\/p>\n

Dans un contexte marqu\u00e9 par la prolif\u00e9ration des \u00abfake news\u00bb et des contenus violents sur Internet, la \u00abbrand safety\u00bb est le sujet sur lequel les annonceurs sont devenus intraitables. Furieuses de voir leurs pubs desservies par des contextes qui peuvent \u00eatre dangereux pour leur image, les grandes marques ont ouvert ces derniers mois un front de discussion muscl\u00e9e avec Facebook ou Google et l’ensemble des \u00e9diteurs de sites pour obtenir cette garantie.<\/p>\n

Efficacit\u00e9 et risques<\/p>\n

IAS a pu mesurer que, sur ce crit\u00e8re de la \u00abbrand safety\u00bb, la situation s’est d\u00e9grad\u00e9e l’an dernier. Pr\u00e8s de 7 % de pubs display ont ainsi \u00e9t\u00e9 diffus\u00e9es dans un contexte risqu\u00e9 au second semestre. C’\u00e9tait 5 % sur les six premiers mois de l’ann\u00e9e\u2026 Sachant que la vid\u00e9o, en plein boom, est la plus expos\u00e9e avec 9 % d’impressions risqu\u00e9es.<\/p>\n

Dernier souci, historiquement le premier: la fraude, notamment au clic, avec des robots qui cliquent pour am\u00e9liorer les statistiques. Fin 2017, elle pouvait frapper jusqu’\u00e0 18,2 % des impressions en display, contre 14,6 % en d\u00e9but d’ann\u00e9e, et jusqu’\u00e0 14,7 % de la publicit\u00e9 vid\u00e9o. La bataille est loin d’\u00eatre finie.<\/p>\n

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

Trop de vid\u00e9os p\u00e2tissent d’un contexte risqu\u00e9. C’est une bonne nouvelle qu’il faut saluer pour le b\u00e9n\u00e9fice de l’\u00e9cosyst\u00e8me publicitaire digital, tr\u00e8s malmen\u00e9 en ce moment: la visibilit\u00e9 des banni\u00e8res et des publicit\u00e9s vid\u00e9o s’est am\u00e9lior\u00e9e en France au second…<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312093","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"\nFrance I Le Figaro : La visibilit\u00e9 de la publicit\u00e9 digitale s'am\u00e9liore - 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-figaro-visibilite-de-publicite-digitale-sameliore\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France I Le Figaro : La visibilit\u00e9 de la publicit\u00e9 digitale s'am\u00e9liore\" \/>\n<meta property=\"og:description\" content=\"Trop de vid\u00e9os p\u00e2tissent d’un contexte risqu\u00e9. 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