{"id":312167,"date":"2021-11-18T11:17:46","date_gmt":"2021-11-18T11:17:46","guid":{"rendered":"https:\/\/integralads.com\/news\/supply-path-optimization-des-investissements-en-augmentation-dici-2022-selon-une-etude-ias\/"},"modified":"2021-11-18T11:17:46","modified_gmt":"2021-11-18T11:17:46","slug":"supply-path-optimization-des-investissements-en-augmentation-dici-2022-selon-une-etude-ias","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/supply-path-optimization-des-investissements-en-augmentation-dici-2022-selon-une-etude-ias\/","title":{"rendered":"Supply Path Optimization : Des investissements en augmentation d\u2019ici 2022 selon une \u00e9tude IAS"},"content":{"rendered":"\n

La croissance de la publicit\u00e9 programmatique et les probl\u00e8mes de transparence stimuleront l’adoption de cette technologie.<\/em><\/p>\n\n\n\n

Integral Ad Science (Nasdaq: IAS), un leader mondial de la qualit\u00e9 m\u00e9dia digitale a publi\u00e9 aujourd’hui sa derni\u00e8re \u00e9tude, \u00ab Perfecting Your Supply Path : The Expansion of SPO in Programmatic <\/a>\u00bb (Am\u00e9liorez votre cha\u00eene d’achat programmatique : L’expansion de la Supply Path Optimization<\/em>). Cette nouvelle \u00e9tude met en lumi\u00e8re les d\u00e9fis et les opportunit\u00e9s que repr\u00e9sente l’augmentation des d\u00e9penses publicitaires programmatiques, ainsi que les approches distinctes des annonceurs et des agences pour l’optimisation de la cha\u00eene d\u2019achat (Supply Path Optimization – SPO).<\/p>\n\n\n\n

“Cette \u00e9tude montre qu\u2019un changement fondamental est en cours en faveur de l\u2019optimisation de la cha\u00eene d\u2019achat. Plut\u00f4t que de se concentrer sur les inventaires publicitaires \u00e0 bas prix dans les environnements programmatiques, les responsables marketing d\u00e9ploient des strat\u00e9gies de SPO pour rechercher des investissements efficaces sur des m\u00e9dias de haute qualit\u00e9”, a d\u00e9clar\u00e9 Tony Marlow, CMO, IAS. <\/p>\n\n\n\n

L’achat programmatique continue de cro\u00eetre dans le monde entier. On estime qu’en 2021, il repr\u00e9sentera plus de 154 milliards de dollars<\/a> et de plus en plus d\u2019annonceurs ont recours \u00e0 des strat\u00e9gies d’optimisation de la cha\u00eene d\u2019achat pour obtenir de meilleurs r\u00e9sultats. Selon la derni\u00e8re \u00e9tude IAS :<\/p>\n\n\n\n

Les publicit\u00e9s vid\u00e9o dominent l’achat programmatique, tandis que la CTV et l’audio sont en plein essor<\/strong><\/p>\n\n\n\n

La majorit\u00e9 des annonceurs (52 %) d\u00e9clarent que plus de la moiti\u00e9 de leurs d\u00e9penses publicitaires sont effectu\u00e9es en achats programmatiques aujourd’hui, et 80 % affirment que cela repr\u00e9sente un tiers ou plus de leurs d\u00e9penses. Les publicit\u00e9s vid\u00e9o concentrent la majorit\u00e9 des achats programmatiques, en particulier dans les environnements mobiles et r\u00e9seaux sociaux. La vid\u00e9o sur les r\u00e9seau sociaux (71 %), la vid\u00e9o sur Web mobile (61 %) et la vid\u00e9o sur les applications mobiles (60 %) sont les formats qui arrivent en t\u00eate du classement dans cette enqu\u00eate, tandis que les formats \u00e9mergents, notamment la CTV (38 %) et l’audio num\u00e9rique (37 %), montrent qu’il y a encore de la place pour la croissance.<\/p>\n\n\n\n

Les avantages sont nombreux, mais les probl\u00e8mes de transparence et de qualit\u00e9 m\u00e9dia persistent pour les experts en m\u00e9dias<\/strong><\/p>\n\n\n\n

Les annonceurs continuent de se tourner vers le programmatique, 54 % d’entre eux d\u00e9clarant que l’optimisation de la couverture d\u2019audience \u00e0 grande \u00e9chelle est le principal avantage. Cependant, les annonceurs d\u00e9clarent que le manque de transparence dans le programmatique (42%) est un d\u00e9fi majeur, ainsi que l’augmentation de la fraude publicitaire (44%) et du risque de Brand Safety (46%). Dans certains cas, le point de vue des annonceurs et des agences m\u00e9dia diverge : les experts au sein des agences m\u00e9dia sont <\/p>\n\n\n\n

presque 1,5 fois plus nombreux que les marques \u00e0 s’inqui\u00e9ter de l’augmentation de la fraude publicitaire dans le programmatique. Pour r\u00e9pondre aux inqui\u00e9tudes concernant la transparence, de nombreux experts du secteur se tournent vers des strat\u00e9gies de Supply Path Optimization pour leurs campagnes.<\/p>\n\n\n\n

Les strat\u00e9gies SPO sont en hausse, mais les marques et les agences ne sont pas d’accord sur les responsabilit\u00e9s.<\/strong><\/p>\n\n\n\n

60 % des acheteurs de publicit\u00e9 mettent d\u00e9j\u00e0 en \u0153uvre des strat\u00e9gies de SPO pour maximiser l’efficacit\u00e9 de leurs campagnes. Au fur et \u00e0 mesure que ces tactiques se <\/strong>d\u00e9veloppent, 95 % des acheteurs de publicit\u00e9 renforceront leurs efforts en mati\u00e8re de SPO en travaillant avec des consultants externes ou des technologies de v\u00e9rification de la cha\u00eene d\u2019achat. 48 % d’entre eux utilisent ou pr\u00e9voient de mettre en \u0153uvre des technologies de v\u00e9rification et de surveillance tierces pour contr\u00f4ler et optimiser les campagnes vers les cha\u00eenes d\u2019achat m\u00e9dia les plus rentables et de haute qualit\u00e9. Bien qu’ils soient d’accord sur l’opportunit\u00e9, les marques et les agences ne sont pas d’accord sur qui doit assumer la responsabilit\u00e9 du SPO et de la qualit\u00e9 m\u00e9dia. Interrog\u00e9es \u00e0 ce sujet, 47% des marques et 38% des agences s’accordent \u00e0 dire que les marques sont responsables des activit\u00e9s quotidiennes de SPO ; en revanche, 29% des marques et 38% des agences pensent que les agences sont responsables de ces t\u00e2ches. Ce d\u00e9calage souligne l’importance d’un meilleur alignement entre les acheteurs m\u00e9dias pour tirer pleinement parti des avantages du Supply Path Optimization.<\/p>\n\n\n\n

L’\u00e9tude \u201cPerfecting Your Supply Path : The Expansion of SPO in Programmatic\u201d d\u2019IAS a interrog\u00e9 200 marques et agences am\u00e9ricaines pour mieux comprendre les perceptions de la publicit\u00e9 programmatique et la fa\u00e7on dont elles activent les strat\u00e9gies d’optimisation de la cha\u00eene d\u2019achat.<\/p>\n","protected":false},"excerpt":{"rendered":"

La croissance de la publicit\u00e9 programmatique et les probl\u00e8mes de transparence stimuleront l’adoption de cette technologie. Integral Ad Science (Nasdaq: IAS), un leader mondial de la qualit\u00e9 m\u00e9dia digitale a publi\u00e9 aujourd’hui sa derni\u00e8re \u00e9tude, \u00ab Perfecting Your Supply Path…<\/p>\n","protected":false},"author":1,"featured_media":293895,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312167","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nSupply Path Optimization : Des investissements en augmentation d\u2019ici 2022 selon une \u00e9tude 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\/supply-path-optimization-des-investissements-en-augmentation-dici-2022-selon-une-etude-ias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Supply Path Optimization : Des investissements en augmentation d\u2019ici 2022 selon une \u00e9tude IAS\" \/>\n<meta property=\"og:description\" content=\"La croissance de la publicit\u00e9 programmatique et les probl\u00e8mes de transparence stimuleront l’adoption de cette technologie. 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