{"id":311887,"date":"2019-02-11T05:00:00","date_gmt":"2019-02-11T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/publicite-digitale-le-mobile-au-coeur-des-preoccupations\/"},"modified":"2024-11-13T10:50:43","modified_gmt":"2024-11-13T10:50:43","slug":"publicite-digitale-le-mobile-au-coeur-des-preoccupations","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/publicite-digitale-le-mobile-au-coeur-des-preoccupations\/","title":{"rendered":"Les challenges de la publicit\u00e9 sur mobile"},"content":{"rendered":"

Avec une consommation des contenus sur mobile presque 2 fois plus \u00e9lev\u00e9e que sur desktop, la publicit\u00e9 et son efficacit\u00e9 sur ce canal deviennent un enjeu majeur aussi bien pour les annonceurs que pour les plateformes de diffusion. Mais force est de constater que la qualit\u00e9 m\u00e9dia n\u2019est pas (encore) au rendez-vous.<\/strong><\/span><\/span><\/span><\/span><\/p>\n

Qualit\u00e9 m\u00e9dia\u00a0sur mobile\u00a0: le compte n\u2019y est pas<\/strong><\/h3>\n

Par rapport au desktop, le constat est sans appel\u00a0: web-mobile ou in-app, en display, on compte moins d\u2019une impression visible sur deux, selon notre dernier barom\u00e8tre de la qualit\u00e9 m\u00e9dia<\/a>, contre 62% sur desktop. Un vrai coup dur puisque la visibilit\u00e9 des impressions est un crit\u00e8re central pour l\u2019ensemble des d\u00e9cideurs de l\u2019industrie publicitaire<\/a>.<\/p>\n

Part d’impressions visibles :<\/em><\/p>\n

\"\"<\/p>\n

La bonne nouvelle\u00a0: une formidable marge de progression dans un contexte de croissance des investissements publicitaires suivant la tendance de la consommation de contenus en mobilit\u00e9\u00a0! La mauvaise\u00a0? Si la croissance des investissements tend en priorit\u00e9 \u00e0 am\u00e9liorer la part des impressions visibles, les annonceurs vont \u00e9galement devoir faire face \u00e0 une probable augmentation de la fraude et des contenus risqu\u00e9s sur le mobile.<\/p>\n

La mesure de l\u2019in-app, principal \u00e9cueil des annonceurs<\/strong><\/h3>\n

Avant d\u2019am\u00e9liorer la qualit\u00e9 m\u00e9dia d\u2019une campagne publicitaire sur mobile, les annonceurs doivent d\u2019abord mesurer leurs campagnes sur les principaux indicateurs. Leur priorit\u00e9\u00a0: Identifier les impressions qui n\u2019ont aucune valeur ainsi que les contextes risqu\u00e9s sur toutes leurs campagnes, dans tous les environnements, y compris les walled-gardens (Facebook, YouTube, etc), et sur tous les \u00e9crans.<\/p>\n

Sur mobile, le probl\u00e8me le plus important concerne la mesure de la visibilit\u00e9 des publicit\u00e9s vid\u00e9o in-app. Elle n\u00e9cessite l\u2019int\u00e9gration d\u2019un SDK (Software Development Kit) de mesure, du c\u00f4t\u00e9 des technologies publicitaires utilis\u00e9es par les r\u00e9gies (c\u00f4t\u00e9 ad-servers par exemple). Or il en existe une multitude, chaque mesure et chaque partenaire ayant son propre SDK. Et l\u2019impl\u00e9mentation de plusieurs SDK pose diff\u00e9rents probl\u00e8mes\u00a0: cela peut gonfler le poids d\u2019une application, cela n\u00e9cessite davantage de suivi pour assurer leur bon fonctionnement et cela peut \u00e9galement nuire \u00e0 l\u2019exp\u00e9rience utilisateur, avec des temps de chargement plus longs. La seule solution de mesure fiable aujourd\u2019hui passe ainsi par l\u2019impl\u00e9mentation du SDK de mesure g\u00e9r\u00e9 par l\u2019IAB Tech Lab\u00a0: l\u2019OM SDK (Open Measurement SDK). En effet, le caract\u00e8re mutualis\u00e9 de ce SDK permet de travailler avec diff\u00e9rents mesureurs.<\/p>\n

De cette fa\u00e7on, l\u2019environnement in-app devient plus facilement mesurable. Des chiffres fiables pour prendre les (bonnes) d\u00e9cisions et \u00e9viter le gaspillage budg\u00e9taire. Aujourd\u2019hui, 20 soci\u00e9t\u00e9s ont int\u00e9gr\u00e9 ce SDK dont InMobi, Gameloft, Teads, Madvertise, et tout r\u00e9cemment Google, tandis que l\u2019int\u00e9gration est en cours chez de nombreux autres acteurs importants du march\u00e9.<\/p>\n

Au-del\u00e0 de la mesure, il faut optimiser pour am\u00e9liorer le ROI <\/strong><\/h3>\n

Une fois la qualit\u00e9 mesur\u00e9e, on peut alors s\u2019atteler \u00e0 l\u2019am\u00e9liorer. Dans le digital comme sur les m\u00e9dias traditionnels, en mati\u00e8re de publicit\u00e9, il s\u2019agit de maximiser l\u2019impact d\u2019une campagne, son efficacit\u00e9 aupr\u00e8s du public et en assurer un ROI. Bref, faire en sorte que ses publicit\u00e9s soient vues et entendues par ses cibles. L\u00e0 encore les solutions de mesure d\u00e9pendent de l\u2019environnement, du support et du format.<\/p>\n

En achats directs d\u2019espaces, le filtrage ou \u00ab\u00a0blocking\u00a0\u00bb permet aux marques d\u2019emp\u00eacher l\u2019affichage de leurs publicit\u00e9s sur des impressions frauduleuses ou risqu\u00e9es pour leur image. Tandis qu\u2019en achats programmatiques, un filtrage pr\u00e9-bid efficace permet de cibler, au sein des applications mobiles, et avant ench\u00e8re, les inventaires brand-safe et non frauduleux tout en r\u00e9pondant aux objectifs de visibilit\u00e9 de la marque. Autrement dit, si l\u2019impression ne satisfait pas les crit\u00e8res de la marque en termes de visibilit\u00e9, fraude et brand safety, il n\u2019y a pas d\u2019ench\u00e8re sur cette impression.<\/p>\n

L\u2019efficacit\u00e9 d\u2019une campagne publicitaire sur mobile d\u00e9pend donc de la facult\u00e9 des acteurs du march\u00e9 \u00e0 la mesurer et \u00e0 l\u2019optimiser. En 2019, si l\u2019effort d\u2019am\u00e9lioration de la qualit\u00e9 m\u00e9dia sur mobile portera notamment sur la part des impressions visibles, la nouvelle tendance va \u00e0 la prise en compte d\u2019un indicateur plus proche de l\u2019attention : la dur\u00e9e d\u2019exposition. La combinaison de la dur\u00e9e d\u2019exposition moyenne et du nombre d\u2019impressions visibles permet ainsi aux annonceurs de conna\u00eetre la dur\u00e9e d\u2019exposition totale d\u2019une campagne et d\u2019\u00e9valuer si leurs publicit\u00e9s sont affich\u00e9es suffisamment longtemps pour capter l\u2019attention des consommateurs et g\u00e9n\u00e9rer un impact. <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Avec une consommation des contenus sur mobile presque 2 fois plus \u00e9lev\u00e9e que sur desktop, la publicit\u00e9 et son efficacit\u00e9 sur ce canal deviennent un enjeu majeur aussi bien pour les annonceurs que pour les plateformes de diffusion. Mais force est de constater que la qualit\u00e9 m\u00e9dia n\u2019est pas (encore) au rendez-vous.<\/p>\n","protected":false},"author":1,"featured_media":294474,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,445,449,441,448],"tags":[],"class_list":["post-311887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-fraude-publicitaire","category-mobile-et-applications","category-programmatique","category-visibilite"],"acf":[],"yoast_head":"\nLes challenges de la publicit\u00e9 sur mobile - 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\/publicite-digitale-le-mobile-au-coeur-des-preoccupations\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les challenges de la publicit\u00e9 sur mobile\" \/>\n<meta property=\"og:description\" content=\"Avec une consommation des contenus sur mobile presque 2 fois plus \u00e9lev\u00e9e que sur desktop, la publicit\u00e9 et son efficacit\u00e9 sur ce canal deviennent un enjeu majeur aussi bien pour les annonceurs que pour les plateformes de diffusion. 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