{"id":312095,"date":"2018-04-08T04:00:00","date_gmt":"2018-04-08T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-i-cbnews-visibilite-meilleure-brand-safety-fraude-progressent-selon-ias\/"},"modified":"2018-04-08T04:00:00","modified_gmt":"2018-04-08T04:00:00","slug":"france-i-cbnews-visibilite-meilleure-brand-safety-fraude-progressent-selon-ias","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-i-cbnews-visibilite-meilleure-brand-safety-fraude-progressent-selon-ias\/","title":{"rendered":"France I CBNews : Une visibilit\u00e9 meilleure mais la brand safety et la fraude progressent selon IAS"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Au second semestre 2017 en France, la visibilit\u00e9 des campagnes display s&#8217;am\u00e9liore avec 57,1% d&#8217;impressions visibles, soit une progression de +5,3 points vs le 1er semestre 2017. Une tendance qui, selon Integral Ad Science (IAS) qui r\u00e9alise cette \u00e9tude, \u00ab 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 \u00bb. Par format publicitaire, les formats verticaux enregistrent les meilleures performances en display. Ainsi, le \u00ab Skyscraper \u00bb enregistre-t-il un taux de visibilit\u00e9 tr\u00e8s sup\u00e9rieur \u00e0 la moyenne : 77,8% soit 20,7 points de plus que la moyenne, justifi\u00e9 parce que les publicit\u00e9s display verticales \u00ab ont plus de chances d&#8217;\u00eatre visibles car elles restent plus longtemps \u00e0 l&#8217;\u00e9cran lorsque l&#8217;utilisateur fait d\u00e9filer la page \u00bb, souligne IAS. Quant aux publicit\u00e9s vid\u00e9o, elles atteignent un niveau de visibilit\u00e9 avec 77,6% d&#8217;impressions visibles, soit un taux encore plus \u00e9lev\u00e9 qu&#8217;au 1er trimestre (73,7%), essentiellement port\u00e9 par les achats directs (78,4% d&#8217;impressions visibles vs 59,5% pour les achats programmatiques). En termes de dur\u00e9e de visibilit\u00e9, 58,7% des publicit\u00e9s vid\u00e9o (58,7%) sont regard\u00e9es jusqu&#8217;au 4\u00e8me quartile (c&#8217;est-\u00e0-dire jusqu&#8217;\u00e0 la fin).<\/p>\n<p>N\u00e9anmoins, m\u00eame si en 2017 la brand safety a \u00e9t\u00e9 au c\u0153ur de l&#8217;actualit\u00e9 de la publicit\u00e9 digitale, IAS rel\u00e8ve que pr\u00e8s de 7% de publicit\u00e9s display sont 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&#8217;impressions risqu\u00e9es (contre 6,9% pour le display), et en particulier les achats programmatiques (11,2% d&#8217;impressions risqu\u00e9es). C\u00f4t\u00e9 fraude, m\u00eame si elle est \u00ab plut\u00f4t stable \u00bb \u00e0 0,5% sur les campagnes optimis\u00e9es avec les solutions fournies par IAS, elle continue \u00e0 se propager sur les campagnes non optimis\u00e9es avec 18,2% d&#8217;impressions frauduleuses vs 14,6% au 1er semestre. M\u00eame constat d\u2019IAS 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>Lire l&#8217;int\u00e9gralit\u00e9 de l&#8217;article sur <a href=\"http:\/\/www.cbnews.fr\/etudes\/une-visibilite-meilleure-mais-la-brand-safety-et-la-fraude-progressent-selon-ias-a1041793?utm_source=newsletter&amp;utm_medium=email\">CBNews.fr<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au second semestre 2017 en France, la visibilit\u00e9 des campagnes display s&#8217;am\u00e9liore avec 57,1% d&#8217;impressions visibles, soit une progression de +5,3 points vs le 1er semestre 2017. Une tendance qui, selon Integral Ad Science (IAS) qui r\u00e9alise cette \u00e9tude, \u00ab&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312095","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 CBNews : Une visibilit\u00e9 meilleure mais la brand safety et la fraude progressent selon IAS - 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-cbnews-visibilite-meilleure-brand-safety-fraude-progressent-selon-ias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France I CBNews : Une visibilit\u00e9 meilleure mais la brand safety et la fraude progressent selon IAS\" \/>\n<meta property=\"og:description\" content=\"Au second semestre 2017 en France, la visibilit\u00e9 des campagnes display s&#8217;am\u00e9liore avec 57,1% d&#8217;impressions visibles, soit une progression de +5,3 points vs le 1er semestre 2017. 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