{"id":312151,"date":"2021-05-11T21:05:00","date_gmt":"2021-05-11T21:05:00","guid":{"rendered":"https:\/\/integralads.com\/news\/lusage-de-youtube-bascule-vers-la-tv-connectee-la-brand-safety-et-suitability-au-centre-des-preoccupations\/"},"modified":"2021-05-11T21:05:00","modified_gmt":"2021-05-11T21:05:00","slug":"lusage-de-youtube-bascule-vers-la-tv-connectee-la-brand-safety-et-suitability-au-centre-des-preoccupations","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/lusage-de-youtube-bascule-vers-la-tv-connectee-la-brand-safety-et-suitability-au-centre-des-preoccupations\/","title":{"rendered":"L\u2019usage de YouTube bascule vers la TV Connect\u00e9e ; la Brand Safety et Suitability au centre des pr\u00e9occupations"},"content":{"rendered":"<\/p>\n<p>Integral Ad Science (IAS), un leader mondial de l\u2019ad-v\u00e9rification digitale, publie\u00a0<a href=\"https:\/\/go.integralads.com\/YouTube-CTV-Research.html?utm_campaign=WC-2021-YouTube-CTV-Research-EMEA&amp;utm_medium=website&amp;utm_source=sales&amp;utm_content=brand-safety&amp;utm_term=fr-ctv-youtube-research-pr\"><strong>une nouvelle \u00e9tude<\/strong><\/a>\u00a0montrant que les consommateurs am\u00e9ricains pr\u00e9f\u00e8rent YouTube \u00e0 tout autre service de streaming support\u00e9 par la publicit\u00e9 sur t\u00e9l\u00e9vision connect\u00e9e, et que la Brand Safety et la Brand Suitability sont au c\u0153ur des pr\u00e9occupations. Sondant plus de 1 000 consommateurs am\u00e9ricains, ce nouveau rapport d\u2019IAS analyse, aupr\u00e8s des utilisateurs de t\u00e9l\u00e9vision connect\u00e9e, leur perception des contenus et des publicit\u00e9s sur YouTube.\u00a0<\/p>\n<\/p>\n<p>\u00ab\u00a0Apr\u00e8s une p\u00e9riode de croissance rapide, la TV Connect\u00e9e est maintenant officiellement l\u2019\u00e9cran pr\u00e9f\u00e9r\u00e9 des consommateurs pour regarder des contenus vid\u00e9o en streaming, et YouTube est en t\u00eate des services de streaming financ\u00e9s par la publicit\u00e9 que les consommateurs regardent sur TV Connect\u00e9e\u00a0\u00bb, d\u00e9clare\u00a0<strong>Tony Marlow, Chief Marketing Officer, IAS<\/strong>. \u00ab\u00a0Cette nouvelle \u00e9tude montre clairement que YouTube est l\u2019endroit o\u00f9 il faut \u00eatre pour les sp\u00e9cialistes du marketing qui cherchent \u00e0 capter l\u2019attention des consommateurs, et ils peuvent le faire en toute confiance puisque IAS propose d\u00e9sormais des solutions de brand safety et de brand suitability pour YouTube sur TV Connect\u00e9e.\u00a0\u00bb<\/p>\n<\/p>\n<p>Suite \u00e0 la r\u00e9cente augmentation de l\u2019audience de la TV Connect\u00e9e, IAS constate que:<\/p>\n<\/p>\n<ul>\n<li><strong>Les consommateurs choisissent YouTube sur les t\u00e9l\u00e9visions connect\u00e9es :\u00a0<\/strong>IAS r\u00e9v\u00e8le que 88% des consommateurs regardent des contenus vid\u00e9o en streaming sur TV Connect\u00e9e. De plus, les consommateurs y regardent des contenus support\u00e9s par la publicit\u00e9, et 61% d\u2019entre eux pr\u00e9f\u00e8rent YouTube \u00e0 toutes les autres options, d\u00e9passant Hulu (43%).<\/li>\n<li><strong>La vitesse \u00e0 laquelle la cr\u00e9ation de contenus se d\u00e9veloppe entra\u00eene un besoin de Brand Safety pour les marques :<\/strong>\u00a0Selon l\u2019\u00e9tude, 58% des consommateurs ont rencontr\u00e9 un contenu douteux sur YouTube sur TV Connect\u00e9e. C\u2019est un point important \u00e0 prendre en compte pour les annonceurs, puisque 83% des consommateurs sont susceptibles d\u2019ignorer une publicit\u00e9 diffus\u00e9e sur un contenu douteux sur YouTube.<\/li>\n<li><strong>Les consommateurs pr\u00e9f\u00e8rent les publicit\u00e9s pertinentes par rapport au contenu consult\u00e9, et \u00e0 proximit\u00e9 de contenus de qualit\u00e9 :\u00a0<\/strong>44% des consommateurs sont plus r\u00e9ceptifs aux publicit\u00e9s sur YouTube sur TV Connect\u00e9e lorsque celles-ci sont diffus\u00e9es pr\u00e8s de contenus premium et pertinents pour la marque (brand suitability). Par ailleurs, les consommateurs sont moins enclins \u00e0 ignorer les publicit\u00e9s lorsqu\u2019elles sont pertinentes par rapport au contenu consult\u00e9. 40% affirment qu\u2019ils sont davantage susceptibles de visualiser l\u2019int\u00e9gralit\u00e9 d\u2019une publicit\u00e9 sur YouTube si elle est pertinente par rapport au contenu de la vid\u00e9o qu\u2019ils regardent.\u00a0<\/li>\n<\/ul>\n<\/p>\n<p>Selon YouTube, plus de 500 heures de contenu sont t\u00e9l\u00e9charg\u00e9es chaque minute et, en d\u00e9cembre 2020 seulement, plus de 120 millions de personnes aux \u00c9tats-Unis ont visionn\u00e9 YouTube ou YouTube TV sur leur \u00e9cran de t\u00e9l\u00e9vision. Cette nouvelle \u00e9tude IAS d\u00e9montre que YouTube est le premier choix des consommateurs sur TV Connect\u00e9e, tout en indiquant de nouvelles opportunit\u00e9s pour les annonceurs via l\u2019activation de solutions de brand safety et de brand suitability en 2021. Les r\u00e9sultats sont bas\u00e9s sur les r\u00e9ponses des utilisateurs am\u00e9ricains de YouTube sur TV Connect\u00e9e en f\u00e9vrier 2021.<\/p>\n<h5>Pour t\u00e9l\u00e9charger l&#8217;\u00e9tude compl\u00e8te, <a href=\"https:\/\/go.integralads.com\/YouTube-CTV-Research.html?\">cliquez ici<\/a>.<\/h5><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Integral Ad Science (IAS), un leader mondial de l\u2019ad-v\u00e9rification digitale, publie\u00a0une nouvelle \u00e9tude\u00a0montrant que les consommateurs am\u00e9ricains pr\u00e9f\u00e8rent YouTube \u00e0 tout autre service de streaming support\u00e9 par la publicit\u00e9 sur t\u00e9l\u00e9vision connect\u00e9e, et que la Brand Safety et la Brand&#8230;<\/p>\n","protected":false},"author":1,"featured_media":301041,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312151","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019usage de YouTube bascule vers la TV Connect\u00e9e ; 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