{"id":311867,"date":"2018-03-15T04:00:00","date_gmt":"2018-03-15T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/digital-simplifier-pour-ameliorer\/"},"modified":"2025-01-30T05:50:32","modified_gmt":"2025-01-30T05:50:32","slug":"digital-simplifier-pour-ameliorer","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/digital-simplifier-pour-ameliorer\/","title":{"rendered":"Digital : simplifier pour am\u00e9liorer"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>A l&#8217;occasion des 11\u00e8mes Rencontres de l&#8217;UDECAM, notre DG France, Yann Le Roux, a \u00e9chang\u00e9 avec Benoit Cassaigne, Directeur ex\u00e9cutif de M\u00e9diam\u00e9trie sur le th\u00e8me &#8220;Outils, Adtech, Data: quelle contribution \u00e0 la simplicit\u00e9 ?&#8221;. D\u00e9couvrez dans sa tribune en quoi la qualit\u00e9 m\u00e9dia des campagnes contribue \u00e0 apporter plus de simplicit\u00e9 au m\u00e9dia digital.\u00a0<\/strong><\/span><\/span><\/span><\/span><\/p>\n<p>Le m\u00e9dia digital est structurellement complexe et son \u00e9tat d&#8217;\u00e9bullition permanent ne semble pas devoir s&#8217;arr\u00eater \u00e0 court terme. La simplicit\u00e9 y est donc un d\u00e9fi permanent, et tous les acteurs du march\u00e9 y sont confront\u00e9s.<\/p>\n<p>Pour autant, savoir distinguer l&#8217;essentiel de l&#8217;accessoire, malgr\u00e9 le flot continu d&#8217;innovations plus ou moins r\u00e9elles et plus ou moins importantes, est plus indispensable que jamais \u00e0 l&#8217;heure o\u00f9 le digital est le premier m\u00e9dia en termes d&#8217;investissements publicitaires.<\/p>\n<p>La simplicit\u00e9 c&#8217;est donc avoir en t\u00eate quelques points fondamentaux :<\/p>\n<ul>\n<li>C&#8217;est la valeur des insertions publicitaires qui guide les choix d&#8217;investissement des annonceurs et de leurs agences, et qui oriente les strat\u00e9gies de mon\u00e9tisation des r\u00e9gies.<\/li>\n<li>La valeur d&#8217;une insertion publicitaire est intrins\u00e8quement li\u00e9e \u00e0 son ROI pour l&#8217;annonceur, et de nombreuses \u00e9tudes ont montr\u00e9 combien la qualit\u00e9 m\u00e9dia (qualit\u00e9 de l&#8217;exposition publicitaire et qualit\u00e9 du contexte) est un facteur cl\u00e9 de l&#8217;efficacit\u00e9 publicitaire, que ce soit dans le domaine du branding ou de la performance.<\/li>\n<li>Il est donc naturel que les indicateurs de qualit\u00e9 m\u00e9dia (visibilit\u00e9, fraude, &#8220;brand safety&#8221;, encombrement publicitaire, &#8230;) soient de plus en plus reconnus par les acheteurs et vendeurs d&#8217;espace comme l&#8217;\u00e9talon de mesure de la valeur pour les campagnes de branding, et deviennent des param\u00e8tres incontournables dans les outils d&#8217;attribution pour les campagnes de performance.<\/li>\n<li>Les impressions publicitaires frauduleuses ou diffus\u00e9es dans un contexte risqu\u00e9 pour la marque (&#8220;brand safety&#8221;) d\u00e9truisent de la valeur pour les annonceurs concern\u00e9s, et les impressions non visibles ont une valeur \u00e9gale \u00e0 z\u00e9ro. Dans l&#8217;int\u00e9r\u00eat de tous, il faut donc tout faire pour minimiser ces probl\u00e8mes. La solution la plus efficace est certainement de ne pas ou plus payer pour ce type d&#8217;impressions.<\/li>\n<li>Quand on analyse en d\u00e9tail les facteurs cl\u00e9s de succ\u00e8s des campagnes digitales, c&#8217;est souvent l&#8217;exposition cumul\u00e9e par individu qui est d\u00e9terminante, plut\u00f4t que l&#8217;exposition \u00e0 chaque impression. Autrement dit, en moyenne, un individu expos\u00e9 \u00e0 hauteur de 20 secondes cumul\u00e9es, sera tr\u00e8s certainement plus enclin \u00e0 connaitre, m\u00e9moriser, acheter, pr\u00e9f\u00e9rer, etc., que celui expos\u00e9 \u00e0 hauteur de 5 secondes cumul\u00e9es ou moins. Le futur du m\u00e9dia digital est donc dans l&#8217;optimisation des campagnes sur la base de l&#8217;exposition cumul\u00e9e, et la valorisation des partenaires m\u00e9dias sera proportionnelle \u00e0 leur contribution \u00e0 cette exposition cumul\u00e9e.<\/li>\n<\/ul>\n<p>Continuer \u00e0 remettre la valeur au c\u0153ur du march\u00e9 et fonder cette valeur sur le fait que les impressions sont visibles, non frauduleuses et &#8220;brand safe&#8221;, contribuent fortement \u00e0 la simplification et \u00e0 l&#8217;am\u00e9lioration n\u00e9cessaires du m\u00e9dia digital.<\/p>\n<p>Retrouvez la tribune de Yann Le Roux sur <a href=\"http:\/\/www.cbnews.fr\/info-cb-news\/tribune-yann-le-roux-directeur-general-d-integral-ad-science-france-a1041201\">CBNews.fr<\/a>.<\/p>\n<p>Et le replay du dialogue entre Beno\u00eet Cassaigne et Yann Le Roux <a href=\"https:\/\/www.udecam.fr\/evenements\/les-rencontres-de-ludecam-edition-2018-mars\/#photo_video\">sur le site de l&#8217;Udecam<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A l&#8217;occasion des 11\u00e8mes Rencontres de l&#8217;UDECAM, notre DG France, Yann Le Roux, a \u00e9chang\u00e9 avec Benoit Cassaigne, Directeur ex\u00e9cutif de M\u00e9diam\u00e9trie sur le th\u00e8me &#8220;Outils, Adtech, Data: quelle contribution \u00e0 la simplicit\u00e9 ?&#8221;. D\u00e9couvrez dans sa tribune en quoi&#8230;<\/p>\n","protected":false},"author":1,"featured_media":294435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,445,448],"tags":[],"class_list":["post-311867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-fraude-publicitaire","category-visibilite"],"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>Digital : simplifier pour am\u00e9liorer - 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\/digital-simplifier-pour-ameliorer\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital : simplifier pour am\u00e9liorer\" \/>\n<meta property=\"og:description\" content=\"A l&#8217;occasion des 11\u00e8mes Rencontres de l&#8217;UDECAM, notre DG France, Yann Le Roux, a \u00e9chang\u00e9 avec Benoit Cassaigne, Directeur ex\u00e9cutif de M\u00e9diam\u00e9trie sur le th\u00e8me &#8220;Outils, Adtech, Data: quelle contribution \u00e0 la simplicit\u00e9 ?&#8221;. 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