{"id":311896,"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-2\/"},"modified":"2023-08-30T14:03:23","modified_gmt":"2023-08-30T14:03:23","slug":"le-role-de-lattention-dans-la-creation-publicitaire-2","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/le-role-de-lattention-dans-la-creation-publicitaire-2\/","title":{"rendered":"Le r\u00f4le de l\u2019attention dans la cr\u00e9ation publicitaire"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Invit\u00e9e \u00e0 notre 3\u00e8me IAS Summit France, <strong>Isabelle Le Roy, CEO, TRACKS&amp;FACTS<\/strong> a explicit\u00e9 le processus de l\u2019attention et l\u2019impact sur les m\u00e9dias.<\/p>\n<p>Sans attention, il ne peut rien se passer! L&#8217;attention n&#8217;est que le d\u00e9but du processus mental dans le cerveau des individus.<\/p>\n<p>Selon une \u00e9tude australienne, si l\u2019on compare des contenus publicitaires TV, Facebook et YouTube, le mobile est le device qui emporte l&#8217;attention car nos yeux sont riv\u00e9s dessus. En revanche, en termes d\u2019impact sur les ventes, le contenu publicitaire t\u00e9l\u00e9visuel l\u2019emporte (broadcast ou video).<\/p>\n<p>Dans 2 \u00e9tudes d&#8217;agences m\u00e9dia en France (DAN, MyMedia), l&#8217;attention publicitaire des m\u00e9dias dits &#8220;classiques&#8221; est toujours plus \u00e9lev\u00e9e que celle port\u00e9e aux contenus publicitaires digitaux. On retrouve une hi\u00e9rarchie d&#8217;attention dans une r\u00e9cente \u00e9tude Kantar media sur le niveau de r\u00e9p\u00e9tition n\u00e9cessaire par m\u00e9dia pour que le message soit m\u00e9moris\u00e9 (dans le cas de campagnes efficaces) : Si une r\u00e9p\u00e9tition de 4 du message est suffisante dans la presse, la t\u00e9l\u00e9vision n\u00e9cessite une r\u00e9p\u00e9tition de 12, la radio de 18 et l\u2019affichage de 30. Mais de toute fa\u00e7on, ce qui compte c&#8217;est l&#8217;id\u00e9e, la cr\u00e9ation pour attirer l&#8217;attention!<\/p>\n<p><strong>Retrouvez ci-dessous son intervention \u00e0 notre Summit.<\/strong><\/p>\n<p><iframe src=\"https:\/\/player.vimeo.com\/video\/342966341\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le temps d\u2019exposition au c\u0153ur de l\u2019\u00e9conomie de l\u2019attention : Quelles cons\u00e9quences pour la cr\u00e9ation publicitaire ?<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[448],"tags":[],"class_list":["post-311896","post","type-post","status-publish","format-standard","hentry","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.5) - 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