{"id":311886,"date":"2019-02-07T05:00:00","date_gmt":"2019-02-07T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/les-risques-dune-approche-trop-generique\/"},"modified":"2023-08-30T14:12:00","modified_gmt":"2023-08-30T14:12:00","slug":"les-risques-dune-approche-trop-generique","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/les-risques-dune-approche-trop-generique\/","title":{"rendered":"Brand Safety : Les risques d\u2019une approche trop g\u00e9n\u00e9rique"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Au 4<sup>\u00e8me<\/sup> trimestre 2018, les marques se sont principalement concentr\u00e9es sur les contenus violents, en t\u00e9moignent les 20 mots cl\u00e9s les plus bloqu\u00e9s sur cette p\u00e9riode (voir infographie ci-dessous).<\/p>\n<p>Selon le Barom\u00e8tre IAS, les annonceurs ont, en 2018, port\u00e9 une attention accrue \u00e0 la Brand Safety afin de prot\u00e9ger leurs marques des pr\u00e9judices caus\u00e9s par la diffusion des publicit\u00e9s dans des contextes risqu\u00e9s. Pourtant, m\u00eame si le risque de Brand Safety a recul\u00e9 au premier semestre en format display et vid\u00e9o, on note une forte progression des risques associ\u00e9s au discours haineux qui est devenu le risque num\u00e9ro 1. En effet, cette cat\u00e9gorie repr\u00e9sente sur format display un risque de 31.9%. Sur le format vid\u00e9o, le risque est de 27.6%.<\/p>\n<p>Il est donc surprenant de constater que les marques n\u2019ont pas concentr\u00e9 leurs efforts sur cette cat\u00e9gorie. Ceci s\u2019explique par le fait que le blocking pour pr\u00e9server sa marque est encore mal appr\u00e9hend\u00e9 par les marques qui ont encore une approche tr\u00e8s standard et g\u00e9n\u00e9rique de la Brand Safety.<\/p>\n<p>Pour une gestion efficace de la Brand Safety, les annonceurs doivent mettre en place une politique sur-mesure qui garantisse que l\u2019ensemble de l\u2019inventaire soit Brand Safe. Celle-ci doit \u00e9galement \u00eatre ajust\u00e9e en permanence en fonction de l\u2019actualit\u00e9\u00a0: c\u2019est le cas par exemple pour les annonceurs automobile avec l\u2019affaire Carlos Ghosn, pour les annonceurs alimentaire avec la r\u00e9cente actualit\u00e9 sur la viande avari\u00e9e, ou encore pour les annonceurs, notamment du secteur du luxe, autour des manifestations des Gilets Jaunes. Sur cette derni\u00e8re actualit\u00e9, IAS a observ\u00e9 quelques nouvelles tendances de mots-cl\u00e9s bloqu\u00e9s tels que\u00a0: gilets jaunes, casseur ou manifestation mais sur un nombre tr\u00e8s limit\u00e9 de campagnes, peu d\u2019annonceurs ayant d\u00e9cid\u00e9 de ne pas diffuser leurs campagnes \u00e0 c\u00f4t\u00e9 de ces mots-cl\u00e9s.<\/p>\n<p>A l\u2019inverse une restriction trop importante peut nuire fortement \u00e0 la visibilit\u00e9 d\u2019une campagne. Aussi, pour am\u00e9liorer la Brand Safety, en 2019, les annonceurs devront garder \u00e0 l\u2019esprit les 3 points cl\u00e9s suivants\u00a0:<\/p>\n<ul>\n<li>Mettre en place une approche adapt\u00e9e au secteur d\u2019activit\u00e9.<\/li>\n<li>Concentrer les efforts sur les cat\u00e9gories les plus expos\u00e9es.<\/li>\n<li>Ajuster en permanence la politique de Brand Safety en fonction de l\u2019actualit\u00e9.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-97629\" src=\"\/wp-content\/uploads\/2019\/02\/t4-2018_blockedkeywords_FR.svg\" alt=\"\" \/><\/p>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Au 4\u00e8me trimestre 2018, les marques se sont principalement concentr\u00e9es sur les contenus violents, en t\u00e9moignent les 20 mots cl\u00e9s les plus bloqu\u00e9s sur cette p\u00e9riode (voir infographie ci-dessous). Selon le Barom\u00e8tre IAS, les annonceurs ont, en 2018, port\u00e9 une&#8230;<\/p>\n","protected":false},"author":1,"featured_media":296846,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444],"tags":[],"class_list":["post-311886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Safety : Les risques d\u2019une approche trop g\u00e9n\u00e9rique - 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\/les-risques-dune-approche-trop-generique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Safety : Les risques d\u2019une approche trop g\u00e9n\u00e9rique\" \/>\n<meta property=\"og:description\" content=\"Au 4\u00e8me trimestre 2018, les marques se sont principalement concentr\u00e9es sur les contenus violents, en t\u00e9moignent les 20 mots cl\u00e9s les plus bloqu\u00e9s sur cette p\u00e9riode (voir infographie ci-dessous). 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