{"id":312117,"date":"2019-07-10T04:00:00","date_gmt":"2019-07-10T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/groupm-revalorise-15-budget-mondial-dun-annonceur-majeur-solutions-programmatiques-dias\/"},"modified":"2025-01-30T05:04:36","modified_gmt":"2025-01-30T05:04:36","slug":"groupm-revalorise-15-budget-mondial-dun-annonceur-majeur-solutions-programmatiques-dias","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/groupm-revalorise-15-budget-mondial-dun-annonceur-majeur-solutions-programmatiques-dias\/","title":{"rendered":"GroupM revalorise 15% du budget mondial d\u2019un annonceur majeur avec les solutions programmatiques d\u2019IAS"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">\u00a0<\/span><\/span><\/span><\/span><\/p>\n<ul>\n<li><em>Un gain de visibilit\u00e9 de pr\u00e8s de 10 points en achats programmatiques<\/em><\/li>\n<li><em>Des risques fraude et brand safety proches de z\u00e9ro<\/em><\/li>\n<li><em>Une optimisation de 15% du volume d\u2019impressions programmatiques<\/em><strong><em>\u00a0<\/em><\/strong><\/li>\n<\/ul>\n<p><strong><em>GroupM France a mis en place une strat\u00e9gie programmatique ambitieuse pour un de ses annonceurs internationaux qui permet non seulement d\u2019\u00e9viter les espaces publicitaires sans valeur ou risqu\u00e9s pour l\u2019image de la marque (non visibles, frauduleux ou non brand-safe) mais aussi de r\u00e9allouer jusqu\u2019\u00e0 15% de son volume d\u2019impressions \u00e0 des impressions de qualit\u00e9.<\/em><\/strong><\/p>\n<p>Les achats programmatiques peuvent \u00eatre davantage expos\u00e9s aux risques de fraude et de brand safety ainsi qu\u2019\u00e0 des espaces moins visibles. C\u2019est pourquoi GroupM France a d\u00e9ploy\u00e9, pour un annonceur international majeur, une strat\u00e9gie programmatique de grande ampleur en optimisant syst\u00e9matiquement l\u2019ensemble de ses achats (display et vid\u00e9o sur desktop et mobile) dans plus de 20 pays avec les solutions programmatiques IAS, afin de prot\u00e9ger la marque et d\u2019am\u00e9liorer la visibilit\u00e9 de ses campagnes.<\/p>\n<p><strong>Un gain de visibilit\u00e9 de pr\u00e8s de 10 points en achats programmatiques<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-12461 size-full\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/08\/Viewability_v4_768-1.jpg\" alt=\"\" width=\"768\" height=\"365\" \/><\/p>\n<p>L\u2019utilisation des segments pr\u00e9-bid de visibilit\u00e9 permet de cibler, avant ench\u00e8re, les espaces ayant au minimum le taux de visibilit\u00e9 souhait\u00e9. Ainsi, pr\u00e8s de 70% (68,8%) des publicit\u00e9s display sur desktop de l\u2019annonceur ont \u00e9t\u00e9 visibles en septembre 2018 (au moins 1 seconde sur 50% de la surface selon le standard IAB) soit un gain de 10 points par rapport \u00e0 janvier 2018. Ce travail d\u2019optimisation place \u00e9galement cette marque au-dessus de la moyenne mondiale du 1<sup>er<\/sup> semestre 2018 avec 67% de publicit\u00e9s visibles en programmatique contre 61,6% en moyenne selon le barom\u00e8tre IAS. Certains pays comme l&#8217;Espagne ou l&#8217;Italie d\u00e9passent m\u00eame les moyennes march\u00e9 de plus de 10 points.<\/p>\n<p><strong>Des risques fraude et brand safety proches de z\u00e9ro<\/strong><\/p>\n<p>La protection de l&#8217;image de marque a \u00e9galement \u00e9t\u00e9 assur\u00e9e dans ces 20 pays via une optimisation continue du cadre d\u2019achat. Ainsi, 99,8% des impressions ont \u00e9t\u00e9 d\u00e9livr\u00e9es dans des environnements Brand Safe (c\u2019est \u00e0 dire dans des contextes repr\u00e9sentant des risques faibles \u00e0 mod\u00e9r\u00e9s).<\/p>\n<p>De plus le risque de fraude a \u00e9t\u00e9 r\u00e9duit \u00e0 0,56% des impressions en display sur desktop gr\u00e2ce aux segments anti-fraude d&#8217;IAS. Rappelons que le taux d\u2019impressions frauduleuses peut toucher jusqu\u2019\u00e0 14,7% des impressions publicitaires dans le monde selon le barom\u00e8tre IAS du 1<sup>er<\/sup> semestre 2018.<\/p>\n<p><strong>Une optimisation de 15% du volume d\u2019impressions programmatiques<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-12460 size-full\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/08\/key_figures_v4_768.jpg\" alt=\"\" width=\"768\" height=\"328\" \/><\/p>\n<p><strong>En \u00e9vitant les espaces publicitaires sans valeur <\/strong>ou risqu\u00e9s pour la marque &#8211; non visibles, frauduleux ou non brand-safe \u2013 <strong>GroupM France a ainsi pu r\u00e9allouer, pour cet annonceur, 15% de son volume d\u2019impressions \u00e0 des impressions de qualit\u00e9.\u00a0 <\/strong>Cette estimation a \u00e9t\u00e9 faite sur la base du co\u00fbt moyen des impressions (CPM) et de la part moyenne des impressions sans valeur (non visibles, frauduleuses ou risqu\u00e9es), d\u00e9duction faite des co\u00fbts associ\u00e9s \u00e0 l\u2019utilisation des solutions IAS. Cette strat\u00e9gie programmatique permet ainsi non seulement de prot\u00e9ger la marque et son image, mais aussi d\u2019augmenter l\u2019efficacit\u00e9 des campagnes avec une meilleure visibilit\u00e9 et de r\u00e9aliser des \u00e9conomies.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=1eC4r3JrRbU\"><strong>Regardez ci-dessous la vid\u00e9o du Case Study\u00a0:<\/strong><\/a><\/p>\n<p><iframe title=\"GroupM optimise les achats programmatiques de ses clients avec IAS\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/1eC4r3JrRbU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>GroupM France a mis en place une strat\u00e9gie programmatique ambitieuse pour un de ses annonceurs internationaux qui permet non seulement d\u2019\u00e9viter les espaces publicitaires sans valeur ou risqu\u00e9s pour l\u2019image de la marque (non visibles, frauduleux ou non brand-safe) mais aussi de r\u00e9allouer jusqu\u2019\u00e0 15% de son volume d\u2019impressions \u00e0 des impressions de qualit\u00e9.<\/p>\n","protected":false},"author":1,"featured_media":312118,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312117","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - 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