{"id":312122,"date":"2019-09-17T04:00:00","date_gmt":"2019-09-17T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/visibilite-publicites-mobile-in-app-passe-cap-50\/"},"modified":"2019-09-17T04:00:00","modified_gmt":"2019-09-17T04:00:00","slug":"visibilite-publicites-mobile-in-app-passe-cap-50","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/visibilite-publicites-mobile-in-app-passe-cap-50\/","title":{"rendered":"La visibilit\u00e9 des publicit\u00e9s mobiles in-app passe le cap des 50%"},"content":{"rendered":"

Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale au<\/strong> 1er<\/sup> semestre 2019<\/strong><\/p>\n

Integral Ad Science (IAS) publie aujourd\u2019hui son barom\u00e8tre mondial de la qualite\u0301 me\u0301dia digitale au 1er semestre 2019. En France on constate une nette progression de la visibilit\u00e9 par rapport au second semestre 2018, notamment en environnement mobile in-app mais le risque de Brand Safety augmente quant \u00e0 lui sur tous les environnements et formats. <\/em><\/p>\n

La publicit\u00e9 mobiles in-app progresse de 10 points <\/strong><\/p>\n

Au premier semestre 2019, les investissements publicitaires des annonceurs ont gagn\u00e9 en performance avec une progression de la visibilit\u00e9 des publicit\u00e9s digitales dans tous les environnements et formats. Cette am\u00e9lioration est particuli\u00e8rement spectaculaire en environnement in-app qui affiche une progression de 10 points. Avec 56,9% d\u2019impressions visibles, l\u2019environnement in-app d\u00e9passe ainsi le web mobile et se situe \u00e0 10 points d\u2019\u00e9cart du desktop.<\/p>\n

Ce constat positif est \u00e0 nuancer car la France est en dessous de la moyenne mondiale, en particulier sur l\u2019environnement in-app o\u00f9 elle se classe 6\u00e8me<\/sup> sur les 8 pays analys\u00e9s (-5,4 points par rapport \u00e0 la moyenne mondiale). De plus, la dur\u00e9e d\u2019exposition des formats display in-app est aussi en dessous de la moyenne avec 12 secondes contre 20 secondes en moyenne dans le monde.<\/p>\n

La visibilit\u00e9 in-app devrait encore progresser au second semestre, suivant la m\u00eame tendance que le desktop o\u00f9 la visibilit\u00e9 a progress\u00e9 de plus de 15 points en 2 ans et avec l’int\u00e9gration progressive de l\u2019OM SDK (Open Measurement Software Development Kit) de l\u2019IAB Tech Lab, qui permet aux annonceurs de mesurer plus facilement et plus pr\u00e9cis\u00e9ment la visibilit\u00e9 de leurs publicit\u00e9s in-app.<\/p>\n

Notons enfin qu\u2019en publicit\u00e9 vid\u00e9o, la France continue \u00e0 surperformer en termes de visibilit\u00e9 et se classe en 3\u00e8me<\/sup> position au niveau mondial avec pr\u00e8s de 75% d\u2019impressions visibles<\/p>\n

Le risque de Brand Safety augmente significativement<\/strong><\/p>\n

Cette forte progression de la visibilit\u00e9 s\u2019accompagne d\u2019un plus grand risque de Brand Safety pour les annonceurs en France, quel que soit le format et l\u2019environnement. En web mobile, deux fois plus de publicit\u00e9s vid\u00e9o ont \u00e9t\u00e9 diffus\u00e9es dans un contexte risqu\u00e9 pour l\u2019image de la marque avec un risque Brand Safety qui touche au total plus de 10% des impressions vid\u00e9o mobiles. M\u00eame constat en display sur web mobile avec 8,8% d\u2019impressions risqu\u00e9es (+3 points par rapport au 2\u00e8me<\/sup> semestre 2018) et sur desktop\u00a0: 6,8% d\u2019impressions display non brand-safe (+2,5 points) et 8,2% d\u2019impressions vid\u00e9o risqu\u00e9es (+3,2 points).<\/p>\n

Cette augmentation du risque Brand Safety s\u2019explique notamment par des actualit\u00e9s telles que les gilets jaunes, des attaques meurtri\u00e8res, etc. et par la multiplication des contenus g\u00e9n\u00e9r\u00e9s par les internautes. Elle montre \u00e9galement l\u2019importance, pour un annonceur, de mettre en place une approche de Brand Safety sur-mesure, adapt\u00e9e \u00e0 son secteur d\u2019activit\u00e9, et de l\u2019ajuster en permanence en fonction de l\u2019actualit\u00e9 via un filtrage des impressions risqu\u00e9es et des mots-cl\u00e9s auxquels la marque ne souhaite pas \u00eatre associ\u00e9e.<\/p>\n

Rappelons en effet, que le contexte dans lequel une publicit\u00e9 est vue a un impact significatif sur la perception d\u2019une marque. Une re\u0301cente e\u0301tude IAS<\/a> re\u0301v\u00e8le en effet que les publicite\u0301s vues dans des environnements de haute qualite\u0301 (correspondant \u00e0 un risque faible pour la marque), sont perc\u0327ues 74% plus favorablement que les me\u0302mes publicite\u0301s vues dans des environnements de faible qualite\u0301.<\/p>\n

 <\/p>\n

Pour t\u00e9l\u00e9charger le rapport complet, cliquez <\/strong>ici<\/strong><\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Integral Ad Science (IAS) publie aujourd\u2019hui son barom\u00e8tre mondial de la qualite\u0301 me\u0301dia digitale au 1er semestre 2019. En France on constate une nette progression de la visibilit\u00e9 par rapport au second semestre 2018, notamment en environnement mobile in-app mais le risque de Brand Safety augmente quant \u00e0 lui sur tous les environnements et formats.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312122","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"\nLa visibilit\u00e9 des publicit\u00e9s mobiles in-app passe le cap des 50% - 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\/visibilite-publicites-mobile-in-app-passe-cap-50\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La visibilit\u00e9 des publicit\u00e9s mobiles in-app passe le cap des 50%\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science (IAS) publie aujourd\u2019hui son barom\u00e8tre mondial de la qualite\u0301 me\u0301dia digitale au 1er semestre 2019. 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