{"id":311901,"date":"2019-07-10T04:00:00","date_gmt":"2019-07-10T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/impact-de-lenvironnement-sur-la-perception-publicitaire\/"},"modified":"2025-05-18T17:58:34","modified_gmt":"2025-05-18T17:58:34","slug":"impact-de-lenvironnement-sur-la-perception-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/impact-de-lenvironnement-sur-la-perception-publicitaire\/","title":{"rendered":"Etude : Impact de la Brand-Safety sur la perception publicitaire"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><em><strong>Une nouvelle \u00e9tude biom\u00e9trique r\u00e9alis\u00e9e par <a href=\"https:\/\/integralads.com\/fr\/solutions\/brand-safety-suitability\/\">IAS<\/a> et l\u2019institut Neuro-Insight montre un effet de <\/strong><\/em><em><strong>halo pour les publicit\u00e9s :<\/strong> <strong>les publicit\u00e9s diffus\u00e9es dans un environnement de qualit\u00e9 sont per\u00e7ues 74% plus favorablement.<\/strong><\/em><\/span><\/span><\/span><\/span><\/p>\n<p>L&#8217;\u00e9tude r\u00e9v\u00e8le des preuves neurologiques que l&#8217;environnement d&#8217;une publicit\u00e9 a un impact d\u00e9terminant sur la mani\u00e8re dont les gens y r\u00e9agissent. Elle montre en effet que <strong>les publicit\u00e9s vues dans des environnements mobiles de haute qualit\u00e9 &#8211; c\u2019est-\u00e0-dire un environnement brand-safe (correspondant \u00e0 un risque faible pour la marque) &#8211; sont per\u00e7ues 74% plus favorablement que les m\u00eames publicit\u00e9s vues dans des environnements de faible qualit\u00e9<\/strong> (repr\u00e9sentant un risque mod\u00e9r\u00e9, selon la notation du risque brand-safety d&#8217;IAS).<\/p>\n<p>L&#8217;\u00e9tude indique aussi que <strong>les consommateurs sont trois fois moins dispos\u00e9s \u00e0 s&#8217;associer avec des marques dont les publicit\u00e9s apparaissent \u00e0 c\u00f4t\u00e9 de contenus peu recommandables, inappropri\u00e9s ou offensants. <\/strong>De plus, ils ont \u00e9galement tendance \u00e0 penser que le placement de la publicit\u00e9 dans un contexte inappropri\u00e9 est intentionnel de la part de la marque.<\/p>\n<p>Autre enseignement cl\u00e9 de cette recherche biom\u00e9trique d&#8217;IAS, <strong>une publicit\u00e9 diffus\u00e9e dans un contenu de haute qualit\u00e9 g\u00e9n\u00e8re \u00e9galement un taux d&#8217;engagement sup\u00e9rieur de 20% et une m\u00e9morisation jusqu&#8217;\u00e0 30% plus \u00e9lev\u00e9e chez les consommateurs, <\/strong>en comparaison des environnements \u00e0 risques mod\u00e9r\u00e9s.<\/p>\n<h3><strong>Pour t\u00e9l\u00e9charger l&#8217;\u00e9tude, remplissez le formulaire ci-dessous.\u00a0<\/strong><\/h3>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-101582\" src=\"\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-15-at-11.57.54-760x395.png\" alt=\"\" width=\"760\" height=\"395\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Une nouvelle \u00e9tude biom\u00e9trique r\u00e9alis\u00e9e par IAS et l\u2019institut Neuro-Insight montre un effet de halo pour les publicit\u00e9s sur la perception publicitaire.<\/p>\n","protected":false},"author":22,"featured_media":296776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,440,463,449],"tags":[451,452],"class_list":["post-311901","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-environnements","category-etudes","category-mobile-et-applications","tag-halo-effect","tag-perception-publicitaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - 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