{"id":332084,"date":"2024-05-23T12:56:33","date_gmt":"2024-05-23T12:56:33","guid":{"rendered":"https:\/\/integralads.com\/?post_type=portfolio&#038;p=332084"},"modified":"2024-05-23T13:07:31","modified_gmt":"2024-05-23T13:07:31","slug":"ias-lance-un-lab-pour-faire-face-au-contexte-electoral-de-2024","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/ias-lance-un-lab-pour-faire-face-au-contexte-electoral-de-2024\/","title":{"rendered":"IAS lance un lab pour faire face au contexte \u00e9lectoral de 2024"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"332084\" class=\"elementor elementor-332084\" data-elementor-post-type=\"portfolio\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-180b299b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"33523\" data-id=\"180b299b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6d602887\" data-eae-slider=\"32992\" data-id=\"6d602887\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-79b17ca3 elementor-widget elementor-widget-text-editor\" data-id=\"79b17ca3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5>L&#8217;Election Lab d&#8217;IAS publie son premier rapport pour aider les annonceurs \u00e0 g\u00e9rer les enjeux de brand safety pendant la p\u00e9riode \u00e9lectorale.<\/h5><div>\u00a0<\/div><p>Integral Ad Science, leader mondial de mesure et d\u2019optimisation des m\u00e9dias, annonce le lancement de son\u00a0 \u201cElection Lab\u201d. Dirig\u00e9 par les experts IAS en mati\u00e8re de recherche et d&#8217;insights, de Data Science et de Brand Safety, l&#8217;Election Lab d\u2019IAS a pour but de donner aux annonceurs\u00a0 des conseils strat\u00e9giques et des informations concr\u00e8tes pendant la p\u00e9riode \u00e9lectorale.<\/p><p>&#8220;Alors que la p\u00e9riode \u00e9lectorale s&#8217;intensifie, les responsables marketing doivent \u00eatre de plus en plus attentifs au contenu diffus\u00e9 \u00e0 c\u00f4t\u00e9 de leurs publicit\u00e9s, qui peut aller de la d\u00e9sinformation \u00e0 des sujets incompatibles avec le cadre de brand safety et suitability de la marque&#8221;, a d\u00e9clar\u00e9 Lisa Utzschneider, CEO d&#8217;IAS. \u00a0&#8220;L\u2019objectif de l\u2019Election Lab d\u2019IAS est d\u2019aider les marques \u00e0 g\u00e9rer les risques et les opportunit\u00e9s li\u00e9s au contexte \u00e9lectoral. En utilisant la puissance de la Data Science, les\u00a0 responsables marketing disposeront de toutes les informations utiles pour se concentrer sur la performance.&#8221;<\/p><p>Les recherches de l&#8217;Election Lab d&#8217;IAS se concentrent sur les enjeux auxquels sont confront\u00e9s les responsables marketing en p\u00e9riode \u00e9lectorale, notamment sur la mani\u00e8re d&#8217;\u00e9viter la d\u00e9sinformation et les contenus controvers\u00e9s autour d\u2019\u00e9v\u00e9nements politiques, tout en continuant \u00e0 mener des campagnes efficaces et en pr\u00e9servant la r\u00e9putation de la marque.<\/p><p><span style=\"text-decoration: underline;\">Les principaux points sur lesquels se concentre\u00a0 l&#8217;Election Lab d\u2019IAS sont :<\/span><\/p><ul><li style=\"list-style-type: none;\">1) Les fausses informations qui semblent se multiplier lors d&#8217;\u00e9v\u00e9nements m\u00e9diatis\u00e9s. Cette ann\u00e9e, deux jours avant le Super Tuesday,\u00a0 le volume de d\u00e9sinformation a \u00e9t\u00e9 multipli\u00e9 par trois par rapport au premier trimestre.<br \/><br \/>2) Les publicit\u00e9s plac\u00e9es \u00e0 proximit\u00e9 de contenu pol\u00e9mique d&#8217;un parti politique ont une performance inf\u00e9rieure de 66 % et un co\u00fbt de conversion sup\u00e9rieur de 29 %. De m\u00eame, les publicit\u00e9s plac\u00e9es \u00e0 proximit\u00e9 d&#8217;informations erron\u00e9es ont enregistr\u00e9 une performance inf\u00e9rieure de 53 % et un co\u00fbt de conversion sup\u00e9rieur de 8 %.<br \/><br \/>3) Apr\u00e8s avoir analys\u00e9 le volume de trafic d&#8217;impressions n\u00e9gatives des partis politiques tout au long du premier trimestre 2024, l&#8217;Election Lab d\u2019IAS a constat\u00e9 que le trafic atteignait des pics au moment des principaux \u00e9v\u00e9nements politiques.<br \/><br \/>4) Lors de l&#8217;\u00e9lection pr\u00e9sidentielle de 2020, IAS a observ\u00e9 que plus de trois consommateurs sur quatre pensaient que la publicit\u00e9 digitale jouerait un r\u00f4le important dans le r\u00e9sultat de l&#8217;\u00e9lection.<\/li><li style=\"list-style-type: none;\">\u00a0<\/li><\/ul><p>Pour plus d\u2019informations sur comment mettre en place des campagnes performantes durant la p\u00e9riode \u00e9lectorale t\u00e9l\u00e9chargez le <a href=\"https:\/\/integralads.com\/insider\/political-guide\/\">Guide politique d&#8217;IAS<\/a>, et d\u00e9couvrez l\u2019 <a href=\"https:\/\/integralads.com\/insider\/election-lab\/\">IAS Election Lab<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>L&#8217;Election Lab d&#8217;IAS publie son premier rapport pour aider les annonceurs \u00e0 g\u00e9rer les enjeux de brand safety pendant la p\u00e9riode \u00e9lectorale. \u00a0 Integral Ad Science, leader mondial de mesure et d\u2019optimisation des m\u00e9dias, annonce le lancement de son\u00a0 \u201cElection&#8230;<\/p>\n","protected":false},"author":66,"featured_media":331772,"menu_order":0,"template":"","portfolio-types":[698,80],"class_list":["post-332084","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-types-comunicados-de-prensa","portfolio-types-featured-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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