{"id":311894,"date":"2019-06-18T04:00:00","date_gmt":"2019-06-18T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/le-role-de-lattention-dans-la-creation-publicitaire\/"},"modified":"2023-08-30T14:03:07","modified_gmt":"2023-08-30T14:03:07","slug":"le-role-de-lattention-dans-la-creation-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/le-role-de-lattention-dans-la-creation-publicitaire\/","title":{"rendered":"La cr\u00e9ation publicitaire par Blue449 &#038; Marcel"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><\/p>\n<p style=\"font-weight: 400;\">En France, la dur\u00e9e moyenne d\u2019exposition d\u2019une cr\u00e9ation vid\u00e9o est de 15 secondes. Pour <strong>Benjamin Ta\u00efeb, Partner,\u00a0MARCEL WORLDWIDE<\/strong> cela ne signifie pas que les cr\u00e9atifs doivent \u00eatre contraints par le format mais c\u2019est d\u2019abord l\u2019id\u00e9e et la cr\u00e9ation qui font la force d\u2019une marque. Selon <strong>Fouad Hachani, Head of Brand Activation,\u00a0BLUE449<\/strong>, les formats longs peuvent \u00eatre en faveur de la m\u00e9morisation de la campagne et g\u00e9n\u00e9rer du earned m\u00e9dia qui participe au succ\u00e8s de la campagne. Lorsque le contenu int\u00e9resse les audiences, il est possible dans certains cas de passer de 2% \u00e0 85% de reach organique et d&#8217;atteindre des taux de compl\u00e9tion qui d\u00e9passent tr\u00e8s largement le temps d\u2019exposition moyen.<\/p>\n<p><strong>Retrouvez ci-dessous leur intervention \u00e0 notre 3\u00e8me Summit.<\/strong><\/p>\n<p><iframe src=\"https:\/\/player.vimeo.com\/video\/342089220\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En France, la dur\u00e9e moyenne d\u2019exposition d\u2019une cr\u00e9ation vid\u00e9o est de 15 secondes. Pour Benjamin Ta\u00efeb, Partner,\u00a0MARCEL WORLDWIDE cela ne signifie pas que les cr\u00e9atifs doivent \u00eatre contraints par le format mais c\u2019est d\u2019abord l\u2019id\u00e9e et la cr\u00e9ation qui font&#8230;<\/p>\n","protected":false},"author":1,"featured_media":294748,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[440,449,437,448],"tags":[],"class_list":["post-311894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-environnements","category-mobile-et-applications","category-themes-fr","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 cr\u00e9ation publicitaire par Blue449 &amp; Marcel - 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\/le-role-de-lattention-dans-la-creation-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La cr\u00e9ation publicitaire par Blue449 &amp; Marcel\" \/>\n<meta property=\"og:description\" content=\"En France, la dur\u00e9e moyenne d\u2019exposition d\u2019une cr\u00e9ation vid\u00e9o est de 15 secondes. 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