{"id":311883,"date":"2018-12-10T05:00:00","date_gmt":"2018-12-10T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/la-duree-dexposition-nouveau-kpi-defficacite\/"},"modified":"2024-11-13T10:56:46","modified_gmt":"2024-11-13T10:56:46","slug":"la-duree-dexposition-nouveau-kpi-defficacite","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/la-duree-dexposition-nouveau-kpi-defficacite\/","title":{"rendered":"La dur\u00e9e d\u2019exposition, nouveau KPI d\u2019efficacit\u00e9"},"content":{"rendered":"<h3><strong>Alors que des \u00e9tudes montrent le lien entre temps d\u2019exposition et souvenir publicitaire, de nouveaux indicateurs IAS permettent d\u2019affiner la mesure de l\u2019attention publicitaire et donc de gagner en efficacit\u00e9.<\/strong><\/h3>\n<p>Pour que les publicit\u00e9s digitales aient un impact, il faut d\u2019abord qu\u2019elles soient vues, et suffisamment longtemps pour que la marque et le message puissent \u00eatre identifi\u00e9s et m\u00e9moris\u00e9s. L\u2019\u00e9tude <a href=\"https:\/\/integralads.com\/fr\/insider\/livre-blanc-ias-et-ipg-mediabrands-visibilite-et-attention-publicitaire\/\"><em>\u00ab Visibilit\u00e9 et attention publicitaire \u00bb<\/em><\/a> que nous avons r\u00e9alis\u00e9e avec IPG Mediabrands r\u00e9v\u00e9lait d\u00e9j\u00e0 que le temps d\u2019exposition avait une influence d\u00e9terminante sur le souvenir publicitaire : <strong>une publicit\u00e9 expos\u00e9e 15 \u00e0 30\u00a0secondes est 3\u00a0fois plus m\u00e9moris\u00e9e qu\u2019une publicit\u00e9 vue 1\u00a0seconde<\/strong>. De plus, selon nos \u00e9tudes, 70 \u00e0 85\u00a0% des internautes sont expos\u00e9s \u00e0 seulement 1\u00a0impression visible par campagne, c\u2019est-\u00e0-dire \u00e0 une publicit\u00e9 visible au moins 1\u00a0seconde sur 50\u00a0% de sa surface si on prend l\u2019exemple du display.<\/p>\n<p>C\u2019est pourquoi IAS a lanc\u00e9 de nouveaux indicateurs et reportings de dur\u00e9e d\u2019exposition (Time-in-View) en juin 2018. <strong>Ces nouveaux indicateurs de dur\u00e9e d\u2019exposition vont au-dela\u0300 de la simple distinction entre une publicit\u00e9 visible<\/strong> <strong>et une impression non visible, sans aucune valeur.<\/strong> L\u2019analyse de la dure\u0301e d\u2019exposition est faite uniquement sur la base des impressions visibles, soit sur une base moyenne de 62,1\u00a0% d\u2019impressions au 1<sup>er<\/sup>\u00a0semestre 2018 en France, selon les derniers r\u00e9sultats de notre <a href=\"https:\/\/go.integralads.com\/fr-mqr-2018-h1.html\">barom\u00e8tre de la qualit\u00e9 m\u00e9dia<\/a>.<\/p>\n<p>On constate ainsi que lorsque l\u2019on supprime toutes les impressions non visibles et sans valeur (37,9\u00a0%), on obtient des dur\u00e9es d\u2019exposition int\u00e9ressantes et significatives : <strong>plus de 15\u00a0secondes pour une publicit\u00e9 vid\u00e9o<\/strong> sur desktop ou web mobile et <strong>plus de 9\u00a0secondes pour une publicit\u00e9 display,<\/strong> sur desktop ou web mobile \u00e9galement, en moyenne au 1<sup>er<\/sup>\u00a0semestre en France. Ces re\u0301sultats permettent de comprendre la dure\u0301e d\u2019exposition que peut atteindre une impression lorsque celle-ci est conside\u0301re\u0301e comme visible et d\u2019identifier la dure\u0301e optimale de la cre\u0301ation susceptible de capter l\u2019attention des consommateurs et de ge\u0301ne\u0301rer une conversion. <strong>Disponibles pour le display et la vid\u00e9o, y compris sur les principaux r\u00e9seaux sociaux, ces indicateurs IAS permettent de quantifier la dure\u0301e moyenne pendant laquelle une impression est visible et de connai\u0302tre la dure\u0301e d\u2019exposition totale de votre campagne. <\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-95873\" src=\"\/wp-content\/uploads\/2018\/12\/Infographie_duree-dexposition_graphic_1200x850-760x538.png\" alt=\"\" width=\"760\" height=\"538\" \/><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>L\u2019\u00e9tape suivante est de relier cet indicateur d\u2019attention aux performances et \u00e0 l\u2019efficacit\u00e9 publicitaire (notorie\u0301te\u0301 d\u2019une marque, visite d\u2019une page web ou r\u00e9alisation d\u2019un achat). Re-Mind PHD a commenc\u00e9 \u00e0 analyser l\u2019impact du temps d\u2019exposition sur l\u2019efficacit\u00e9 publicitaire des campagnes. <strong>Jeremy Fritsch, Directeur des Op\u00e9rations Digitales chez Re-Mind PHD<\/strong>, intervenu \u00e0 notre Summit le 27\u00a0septembre 2018, d\u00e9clare ainsi : \u00ab <em>Plus on est fort sur la visibilit\u00e9 au standard march\u00e9, puis sur les indicateurs avanc\u00e9s disponibles dans l\u2019interface IAS, plus on est fort en temps d\u2019exposition. Si on travaille bien chaque \u00e9tape, on maximise nos chances d\u2019\u00eatre bons sur l\u2019\u00e9tape d\u2019apr\u00e8s. Pour les annonceurs sur lesquels on a optimis\u00e9 ce temps d\u2019exposition, on constate une am\u00e9lioration des CPA qui peut aller jusqu\u2019\u00e0 30\u00a0%.<\/em> \u00bb<\/p>\n<p>Essentiels pour am\u00e9liorer les performances, ces nouveaux indicateurs pourraient \u00eatre la cl\u00e9 pour faire de votre campagne une r\u00e9ussite totale.<\/p>\n<p><a href=\"https:\/\/integralads.com\/fr\/insider\/re-mind-phd-duree-dexposition-et-efficacite-publicitaire\/\"><u>D\u00e9couvrez la suite de l\u2019intervention de Jeremy Fritsch dans cette vid\u00e9o. <\/u><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que des \u00e9tudes montrent le lien entre temps d\u2019exposition et souvenir publicitaire, de nouveaux indicateurs IAS permettent d\u2019affiner la mesure de l\u2019attention publicitaire et donc de gagner en efficacit\u00e9. Pour que les publicit\u00e9s digitales aient un impact, il faut&#8230;<\/p>\n","protected":false},"author":1,"featured_media":295902,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[448],"tags":[],"class_list":["post-311883","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 v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>La dur\u00e9e d\u2019exposition, nouveau KPI d\u2019efficacit\u00e9 - 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\/la-duree-dexposition-nouveau-kpi-defficacite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La dur\u00e9e d\u2019exposition, nouveau KPI d\u2019efficacit\u00e9\" \/>\n<meta property=\"og:description\" content=\"Alors que des \u00e9tudes montrent le lien entre temps d\u2019exposition et souvenir publicitaire, de nouveaux indicateurs IAS permettent d\u2019affiner la mesure de l\u2019attention publicitaire et donc de gagner en efficacit\u00e9. 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