{"id":312111,"date":"2019-04-12T04:00:00","date_gmt":"2019-04-12T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/publicite-mobile-visible\/"},"modified":"2019-04-12T04:00:00","modified_gmt":"2019-04-12T04:00:00","slug":"publicite-mobile-visible","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/publicite-mobile-visible\/","title":{"rendered":"France I Les Echos : La publicit\u00e9 sur mobile encore trop peu visible"},"content":{"rendered":"

Alors que l’essentiel des investissements publicitaires digitaux se concentre sur le mobile, l’\u00e9tude d’Integral Ad Sciences d\u00e9montre leur faible visibilit\u00e9.<\/p>\n

En d\u00e9couvrant le \u00ab Barom\u00e8tre de la Qualit\u00e9 M\u00e9dia Digitale \u00bb au deuxi\u00e8me semestre 2018 publi\u00e9 par l’Institut Integral Ad Science (IAS), certains risquent de faire la grimace. Si le terme de \u00ab qualit\u00e9 m\u00e9dia digitale \u00bb peut sembler un peu obscur aux n\u00e9ophytes, la conclusion de l’\u00e9tude, elle, est d’une rare limpidit\u00e9 : alors que le mobile absorbe 56 % des investissements digitaux, selon le Syndicat des R\u00e9gies Internet (SRI), la publicit\u00e9 qui y est diffus\u00e9e, jouit d’une \u00ab visibilit\u00e9 \u00bb m\u00e9diocre, bien en dessous de celle enregistr\u00e9e sur ordinateur et tablette.<\/p>\n

\n

En environnement web mobile, le chiffre atteint est inf\u00e9rieur en effet de 12 points \u00e0 l’ordinateur. Et l’\u00e9cart se creuse encore en \u00ab\u00a0in – app\u00a0\u00bb, c’est-\u00e0-dire au coeur d’une application (site immobilier, site bancaire\u2026), avec une visibilit\u00e9 inf\u00e9rieure de 18 points \u00e0 celle constat\u00e9e sur ordinateur et tablette.\u00a0Pire, moins d’une publicit\u00e9 \u00ab\u00a0in-app\u00a0\u00bb sur deux -soit 46,6\u00a0% de l’ensemble – est visible au minimum 1 seconde sur smartphone\u2026 contre pr\u00e8s de deux tiers (64,1\u00a0%) sur ordinateur, \u00ab\u00a0alors qu’une publicit\u00e9 expos\u00e9e 15 \u00e0 30 secondes est 3 fois plus m\u00e9moris\u00e9e qu’une publicit\u00e9 vue 1 seconde<\/em>\u00a0\u00bb, rel\u00e8ve l’IAS.<\/p>\n

Des m\u00e9dias offline plus efficaces<\/h3>\n

L’Institut\u00a0CSA, int\u00e9gr\u00e9 en 2015 \u00e0 Havas, tire lui la sonnette d’alarme sur le d\u00e9calage entre la perception de l’efficacit\u00e9 du digital\u2026 et la dure r\u00e9alit\u00e9 du retour sur investissement. \u00ab\u00a0Tandis que\u00a0<\/em>\u00a0les annonceurs n’ont jamais autant investi dans le digital,<\/a>\u00a0les m\u00e9dias offline (TV, presse\u2026) p\u00e8sent plus des deux tiers de l’efficacit\u00e9<\/em>, rel\u00e8ve Yves Del Frate, CEO CSA et Data Solutions, dans une \u00e9tude \u00e0 para\u00eetre, intitul\u00e9e \u00ab\u00a0Media Impact\u00a0\u00bb.<\/p>\n

\u00ab\u00a0La distorsion est ainsi nette entre ces m\u00e9dias, qui \u00ab\u00a0p\u00e8sent\u00a0\u00bb 71\u00a0% de l’efficacit\u00e9 – affichage et t\u00e9l\u00e9vision en t\u00eate – mais ne repr\u00e9sentent que 59\u00a0% des investissements nets<\/em>, poursuit-il.\u00a0Tandis qu’en face, les m\u00e9dias online captent 41\u00a0% des investissements nets pour une utilit\u00e9 \u00e9tablie \u00e0 29\u00a0%.\u00a0<\/em>\u00bb Et de chiffrer \u00ab\u00a0le d\u00e9ficit d’investissement pour le offline \u00e0 1,5\u00a0milliard d’euros, soit 12\u00a0% des investissements en m\u00e9dia.\u00a0<\/em>\u00bb<\/p>\n

Des plateformes \u00ab\u00a0surinvesties\u00a0\u00bb publicitairement<\/h3>\n

Encore faut-il distinguer les diff\u00e9rents formats. \u00ab\u00a0Sur les m\u00e9dias historiques, qu’il s’agisse des titres de presse ou du replay en t\u00e9l\u00e9vision, l’audience existe<\/em>\u00a0\u00bb, reprend Yves Del Frate. \u00ab\u00a0Elle est qualifi\u00e9e, transparente et la publicit\u00e9 n’y est pas rejet\u00e9e,<\/em>\u00a0en particulier lorsqu’il s’agit de native advertising<\/a>\u00a0.\u00a0\u00bb<\/p>\n

En revanche, \u00ab\u00a0la publicit\u00e9 est beaucoup moins tol\u00e9r\u00e9e, en particulier par les millennials qui la jugent intrusive, sur les plateformes comme Google et Facebook.<\/em>\u00a0\u00bb Deux acteurs qui concentrent \u00e0 eux seuls, \u00ab\u00a064\u00a0% des 5\u00a0milliards d’euros d’investissements dans le digital, mais qui sont \u00ab\u00a0surinvestis publicitairement.<\/em>\u00a0\u00bb<\/p>\n

Et comment expliquer le d\u00e9ficit d’audience du mobile de ces fameux\u00a0\u00a0millennials<\/a>\u00a0\u00a0? Essentiellement, selon Yves Del Frate, en raison des formats publicitaires utilis\u00e9s, trop souvent encore inspir\u00e9s des formats TV\u2026 \u00ab\u00a0On n’a pas encore trouv\u00e9 la bonne \u00e9criture publicitaire pour le smartphone, l’\u00e9quivalent du spot TV de 30 secondes ou l’affiche\u00a0<\/em>\u00bb, conclut-il.<\/p>\n<\/div>\n

V\u00e9ronique Richebois<\/p>\n

Lire l\u2019int\u00e9gralit\u00e9 de l\u2019article sur lesechos.fr<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Alors que l’essentiel des investissements publicitaires digitaux se concentre sur le mobile, l’\u00e9tude d’Integral Ad Sciences d\u00e9montre leur faible visibilit\u00e9. En d\u00e9couvrant le \u00ab Barom\u00e8tre de la Qualit\u00e9 M\u00e9dia Digitale \u00bb au deuxi\u00e8me semestre 2018 publi\u00e9 par l’Institut Integral Ad…<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312111","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"\nFrance I Les Echos : La publicit\u00e9 sur mobile encore trop peu visible - 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\/publicite-mobile-visible\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France I Les Echos : La publicit\u00e9 sur mobile encore trop peu visible\" \/>\n<meta property=\"og:description\" content=\"Alors que l’essentiel des investissements publicitaires digitaux se concentre sur le mobile, l’\u00e9tude d’Integral Ad Sciences d\u00e9montre leur faible visibilit\u00e9. 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