{"id":311875,"date":"2018-07-03T04:00:00","date_gmt":"2018-07-03T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/panorama-mondial-de-la-qualite-media-2\/"},"modified":"2024-10-17T09:58:49","modified_gmt":"2024-10-17T09:58:49","slug":"panorama-mondial-de-la-qualite-media-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/panorama-mondial-de-la-qualite-media-2\/","title":{"rendered":"Panorama mondial de la qualit\u00e9 m\u00e9dia"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Un march\u00e9 publicitaire plus visible\u2026 mais plus risqu\u00e9 en 2017<\/strong><\/span><\/span><\/span><\/span><\/p>\n<p>En 2017, les investissements dans la publicit\u00e9 digitale ont continu\u00e9 de progresser et le rythme s\u2019est m\u00eame acc\u00e9l\u00e9r\u00e9 en France pour franchir la barre des 4 milliards d\u2019euros investis, dont 1,5 milliard pour le display (+20% en un an). La tendance est internationale. Le poids \u00e9conomique de ce march\u00e9 rend encore plus cruciaux les enjeux de visibilit\u00e9, de fraude et de Brand Safety. Mais tout le monde n\u2019est pas log\u00e9 \u00e0 la m\u00eame enseigne comme le r\u00e9v\u00e8le notre barom\u00e8tre mondial de la qualit\u00e9 m\u00e9dia digitale 2017. Publi\u00e9 aujourd\u2019hui, le barom\u00e8tre mondial d\u2019IAS analyse les grandes tendances de la qualit\u00e9 m\u00e9dia dans 12 pays \/ r\u00e9gions du monde, selon les principaux indicateurs de visibilit\u00e9, de fraude et de Brand Safety.<\/p>\n<p><strong>Une meilleure visibilit\u00e9 dans le monde, notamment en France et en Australie <\/strong><\/p>\n<p>On observe au 2<sup>\u00e8me<\/sup> semestre 2017 une tendance \u00e0 la hausse de la visibilit\u00e9 dans la majorit\u00e9 des pays analys\u00e9s dans notre barom\u00e8tre. Seuls le Japon (-5 points) et dans une moindre mesure le Br\u00e9sil (-1,6 points) et le Canada (-1,1 point) enregistrent une baisse par rapport au 1<sup>er<\/sup> semestre.\u00a0 Au global dans le monde, 55,8% des impressions display sur desktop ont \u00e9t\u00e9 visibles au 2<sup>\u00e8me<\/sup> semestre soit une hausse de 3 points par rapport au 1<sup>er<\/sup> semestre 2017. Cette hausse est essentiellement port\u00e9e par la France qui enregistre la plus forte progression\u00a0(+5,3 points avec 57,1% d\u2019impressions visibles) et l\u2019Australie (+4,6 points avec 57,2% d\u2019impressions visibles). Le Royaume-Uni progresse bien \u00e9galement (+5,3 points) mais reste en de\u00e7\u00e0 de la moyenne mondiale (53,3%). Le peloton de t\u00eate est ainsi constitu\u00e9 des pays nordiques\u00a0 (64,3% d\u2019impressions visibles), l\u2019Allemagne (60,2%), et l\u2019Asie du Sud Est, Hong Kong et Taiwan (58,9%), suivis de tr\u00e8s pr\u00e8s par l\u2019Australie (57,2%) et la France (57,1%) tandis que l\u2019Italie enregistre le plus faible taux de visibilit\u00e9 (43,2%, en hausse de 2,4 points).<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-90367\" src=\"\/wp-content\/uploads\/2024\/10\/IAS_MQR_H2_2017_Global_Benchmarks_Viewability-760x317-1.png\" alt=\"\" width=\"760\" height=\"317\" \/><\/p>\n<p><strong>Mais davantage de risques pour les marques, en particulier au Royaume-Uni, aux \u00c9tats-Unis<\/strong><strong> et en France<\/strong><\/p>\n<p>Plus de visibilit\u00e9 des impressions\u2026 Mais un risque Brand Safety accru pour les marques\u00a0! Tout au long de l\u2019ann\u00e9e, la Brand Safety a \u00e9t\u00e9 au c\u0153ur de l\u2019actualit\u00e9 de la publicit\u00e9 digitale. Malgr\u00e9 les alertes, ce risque continue de gagner du terrain et l\u2019\u00e9volution des indicateurs de l\u2019ann\u00e9e 2017 montre qu\u2019il reste des efforts \u00e0 faire dans le domaine de la Brand Safety.<\/p>\n<p>Si la France se situe en dessous de la moyenne mondiale, avec un taux d\u2019impressions risqu\u00e9es pour les marques \u00e0 6,9% (contre 7,9% en moyenne dans le monde), elle enregistre une des plus fortes progressions de ce risque (+1,9 points) avec le Royaume-Uni (+2,1 points) et les \u00c9tats-Unis (+2 points), la moyenne mondiale progressant de 1,2 point quant \u00e0 elle.<\/p>\n<p>On note d\u2019importantes disparit\u00e9s en fonction des r\u00e9gions du globe avec les niveaux de risque les plus \u00e9lev\u00e9s en Am\u00e9rique du Nord (11,4% aux \u00c9tats-Unis et 10% au Canada) et en Am\u00e9rique Latine (9,7% au Br\u00e9sil) et les niveaux d&#8217;exposition les plus faibles en Asie du Sud Est, Hong Kong et Taiwan (3,5%).<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-90373\" src=\"\/wp-content\/uploads\/2024\/10\/IAS_MQR_H2_2017_Global_Benchmarks_BrandRisk-760x317-1.png\" alt=\"\" width=\"760\" height=\"317\" \/><\/p>\n<p><strong>Un risque de fraude stable dans le monde mais en progression en France et aux \u00c9tats-Unis <\/strong><\/p>\n<p>Le risque de fraude publicitaire est stable en moyenne dans le monde, pouvant toucher jusqu\u2019\u00e0 8,7% des impressions (8,6% au 1<sup>er<\/sup> semestre). Pourtant la fraude augmente significativement en France (+3,6 points) et aux \u00c9tats-Unis (+3,3 points). C\u2019est d\u2019ailleurs dans ces 2 pays qu\u2019elle est la plus \u00e9lev\u00e9e avec un risque de 18,2% d\u2019impressions frauduleuses en France et 14,6% aux \u00c9tats-Unis, <strong>dans le cas de campagnes publicitaires non optimis\u00e9es par les solutions IAS. En effet gr\u00e2ce \u00e0 nos solutions de filtrage pr\u00e9ventif des impressions frauduleuses, ce risque est r\u00e9duit \u00e0 0,5% en France<\/strong> et 1,8% aux \u00c9tats-Unis, pour les campagnes prot\u00e9g\u00e9es par IAS.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-90379\" src=\"\/wp-content\/uploads\/2024\/10\/IAS_MQR_H2_2017_Global_Benchmarks_Fraud-760x333-1.png\" alt=\"\" width=\"760\" height=\"333\" \/><\/p>\n<p>Si la visibilit\u00e9 s\u2019am\u00e9liore de mani\u00e8re g\u00e9n\u00e9rale dans le monde, on note que les risques de fraude et de Brand Safety atteignent encore des niveaux \u00e9lev\u00e9s de 8% et plus. La premi\u00e8re \u00e9tape pour une marque est d\u2019abord de r\u00e9duire au minimum ces impressions qui n\u2019ont aucune valeur et de prot\u00e9ger leur image des contextes qui pourraient la ternir. Une fois assur\u00e9e que ses publicit\u00e9s sont vues par des personnes r\u00e9elles \u2013 et non des robots \u2013 dans un contexte adapt\u00e9 \u00e0 son image, la marque peut alors optimiser la visibilit\u00e9 et de la dur\u00e9e d\u2019exposition de ses publicit\u00e9s afin de maximiser l\u2019impact de ses publicit\u00e9s, leur efficacit\u00e9 et leur ROI.<\/p>\n<p><strong><a href=\"https:\/\/go.integralads.com\/global-mqr-2017-h2.html\">Cliquez ici pour consulter le rapport complet<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un march\u00e9 publicitaire plus visible\u2026 mais plus risqu\u00e9 en 2017 En 2017, les investissements dans la publicit\u00e9 digitale ont continu\u00e9 de progresser et le rythme s\u2019est m\u00eame acc\u00e9l\u00e9r\u00e9 en France pour franchir la barre des 4 milliards d\u2019euros investis, dont&#8230;<\/p>\n","protected":false},"author":1,"featured_media":311873,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,445,448],"tags":[],"class_list":["post-311875","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>Panorama mondial de la qualit\u00e9 m\u00e9dia - 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\/panorama-mondial-de-la-qualite-media-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Panorama mondial de la qualit\u00e9 m\u00e9dia\" \/>\n<meta property=\"og:description\" content=\"Un march\u00e9 publicitaire plus visible\u2026 mais plus risqu\u00e9 en 2017 En 2017, les investissements dans la publicit\u00e9 digitale ont continu\u00e9 de progresser et le rythme s\u2019est m\u00eame acc\u00e9l\u00e9r\u00e9 en France pour franchir la barre des 4 milliards d\u2019euros investis, dont...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/panorama-mondial-de-la-qualite-media-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-03T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-17T09:58:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/08\/H2-2017_insider_hero-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"835\" \/>\n\t<meta property=\"og:image:height\" content=\"525\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\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 TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/panorama-mondial-de-la-qualite-media-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/panorama-mondial-de-la-qualite-media-2\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Panorama mondial de la qualit\u00e9 m\u00e9dia\",\"datePublished\":\"2018-07-03T04:00:00+00:00\",\"dateModified\":\"2024-10-17T09:58:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/panorama-mondial-de-la-qualite-media-2\\\/\"},\"wordCount\":773,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/panorama-mondial-de-la-qualite-media-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/H2-2017_insider_hero-1.png\",\"articleSection\":[\"Brand Safety &amp; 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