{"id":311838,"date":"2016-07-13T04:00:00","date_gmt":"2016-07-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/"},"modified":"2023-08-30T14:32:56","modified_gmt":"2023-08-30T14:32:56","slug":"livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/","title":{"rendered":"Livre blanc : visibilit\u00e9 et attention publicitaire"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Comment la visibilit\u00e9 impacte-t-elle l\u2019efficacit\u00e9 publicitaire ? Telle est la question \u00e0 laquelle IPG Mediabrands et Integral Ad Science r\u00e9pondent dans ce livre blanc, le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique. Men\u00e9e aupr\u00e8s d\u2019un panel repr\u00e9sentatif de pr\u00e8s de 10 000 internautes am\u00e9ricains, cette \u00e9tude mesure l\u2019efficacit\u00e9 publicitaire en croisant 8 variables : la dur\u00e9e de visibilit\u00e9, la surface d\u2019exposition \u00e0 la publicit\u00e9, le format publicitaire, le secteur d\u2019activit\u00e9 de la marque, l\u2019emplacement du logo, la pr\u00e9sence de son, l\u2019encombrement publicitaire et son contexte. Ses enseignements apportent des r\u00e9ponses claires aux annonceurs et aux \u00e9diteurs quant \u00e0 la mani\u00e8re dont ils peuvent rendre les publicit\u00e9s plus efficaces en fonction des standards de visibilit\u00e9.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment la visibilit\u00e9 impacte-t-elle l\u2019efficacit\u00e9 publicitaire ? Telle est la question \u00e0 laquelle IPG Mediabrands et Integral Ad Science r\u00e9pondent dans ce livre blanc, le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique.<\/p>\n","protected":false},"author":22,"featured_media":294104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[448],"tags":[],"class_list":["post-311838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Livre blanc : visibilit\u00e9 et attention publicitaire - 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\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Livre blanc : visibilit\u00e9 et attention publicitaire\" \/>\n<meta property=\"og:description\" content=\"Comment la visibilit\u00e9 impacte-t-elle l\u2019efficacit\u00e9 publicitaire ? Telle est la question \u00e0 laquelle IPG Mediabrands et Integral Ad Science r\u00e9pondent dans ce livre blanc, le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-13T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T14:32:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png\" \/>\n\t<meta property=\"og:image:width\" content=\"672\" \/>\n\t<meta property=\"og:image:height\" content=\"374\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/\"},\"author\":{\"name\":\"IAS Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"headline\":\"Livre blanc : visibilit\u00e9 et attention publicitaire\",\"datePublished\":\"2016-07-13T04:00:00+00:00\",\"dateModified\":\"2023-08-30T14:32:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/\"},\"wordCount\":132,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/IAS-IPG-livre-blanc.png\",\"articleSection\":[\"Visibilit\u00e9\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/\",\"name\":\"Livre blanc : visibilit\u00e9 et attention publicitaire - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/IAS-IPG-livre-blanc.png\",\"datePublished\":\"2016-07-13T04:00:00+00:00\",\"dateModified\":\"2023-08-30T14:32:56+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/IAS-IPG-livre-blanc.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/IAS-IPG-livre-blanc.png\",\"width\":672,\"height\":374},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Livre blanc : visibilit\u00e9 et attention publicitaire\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\",\"name\":\"IAS Marketing\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g\",\"caption\":\"IAS Marketing\"},\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/author\\\/2021-04-05-221343-9\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Livre blanc : visibilit\u00e9 et attention publicitaire - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/","og_locale":"fr_FR","og_type":"article","og_title":"Livre blanc : visibilit\u00e9 et attention publicitaire","og_description":"Comment la visibilit\u00e9 impacte-t-elle l\u2019efficacit\u00e9 publicitaire ? Telle est la question \u00e0 laquelle IPG Mediabrands et Integral Ad Science r\u00e9pondent dans ce livre blanc, le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique.","og_url":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/","og_site_name":"Integral Ad Science","article_published_time":"2016-07-13T04:00:00+00:00","article_modified_time":"2023-08-30T14:32:56+00:00","og_image":[{"width":672,"height":374,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png","type":"image\/png"}],"author":"IAS Marketing","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS Marketing","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/"},"author":{"name":"IAS Marketing","@id":"https:\/\/integralads.com\/#\/schema\/person\/7385283b34c18807943c65833f585b49"},"headline":"Livre blanc : visibilit\u00e9 et attention publicitaire","datePublished":"2016-07-13T04:00:00+00:00","dateModified":"2023-08-30T14:32:56+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/"},"wordCount":132,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png","articleSection":["Visibilit\u00e9"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/","url":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/","name":"Livre blanc : visibilit\u00e9 et attention publicitaire - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png","datePublished":"2016-07-13T04:00:00+00:00","dateModified":"2023-08-30T14:32:56+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS-IPG-livre-blanc.png","width":672,"height":374},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Livre blanc : visibilit\u00e9 et attention publicitaire"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/7385283b34c18807943c65833f585b49","name":"IAS Marketing","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/fd91e008885a0cc580cc032e53313c99cfdb402c7ca38311698f93cf95a6fa6f?s=96&d=mm&r=g","caption":"IAS Marketing"},"url":"https:\/\/integralads.com\/fr\/insider\/author\/2021-04-05-221343-9\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/311838","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/comments?post=311838"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/311838\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media\/294104"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media?parent=311838"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/categories?post=311838"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/tags?post=311838"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}