{"id":311905,"date":"2019-11-28T05:00:00","date_gmt":"2019-11-28T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/visibilite-duree-dexposition-quelle-efficacite-publicitaire\/"},"modified":"2025-05-18T17:45:11","modified_gmt":"2025-05-18T17:45:11","slug":"visibilite-duree-dexposition-quelle-efficacite-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/visibilite-duree-dexposition-quelle-efficacite-publicitaire\/","title":{"rendered":"\u00c9TUDE : Impact de la Dur\u00e9e d\u2019exposition sur l&#8217;Efficacit\u00e9 publicitaire"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Pour la premi\u00e8re fois, IAS et M\u00e9diam\u00e9trie\/\/NetRatings ont men\u00e9 une \u00e9tude mesurant l\u2019impact de la visibilit\u00e9 et de la <a href=\"https:\/\/integralads.com\/fr\/insider\/la-duree-dexposition-nouveau-kpi-defficacite\/\">dur\u00e9e d\u2019exposition<\/a> des campagnes digitales sur l\u2019efficacit\u00e9 publicitaire.<\/span><\/span><\/span><\/span><\/p>\n<p>Il en ressort que plus un individu est expos\u00e9 longtemps \u00e0 une cr\u00e9ation publicitaire, plus des indicateurs tels que <strong>la notori\u00e9t\u00e9 de la marque, son image, la recommandation, les intentions d\u2019achat, ou encore l\u2019agr\u00e9ment de la campagne, vont augmenter<\/strong>.<\/p>\n<p>Les effets positifs apparaissent d\u00e8s qu\u2019une campagne est visible au standard MRC. Ainsi, une personne expos\u00e9e \u00e0 une campagne visible a une intention d&#8217;achat sup\u00e9rieure de +14%. Deuxi\u00e8me enseignement de l\u2019\u00e9tude\u00a0: les effets positifs sur l\u2019efficacit\u00e9 publicitaire sont amplifi\u00e9s au fur et \u00e0 mesure que la dur\u00e9e d\u2019exposition augmente. <strong>Ainsi, quand un internaute est expos\u00e9 au moins 15 secondes \u00e0 une cr\u00e9ation, son intention d\u2019achat augmente de +23%.<\/strong> Certains KPIs d\u2019efficacit\u00e9 sont m\u00eame doubl\u00e9s lorsque la dur\u00e9e d\u2019exposition est sup\u00e9rieure \u00e0 15 secondes, comme par exemple l\u2019agr\u00e9ment de la campagne dont l\u2019apport passe de +9% \u00e0 +18%.<\/p>\n<p>Cette analyse robuste a \u00e9t\u00e9 mise en place avec 3 annonceurs de secteurs diff\u00e9rents\u00a0: <strong>Citro\u00ebn, Conforama et Mercure Hotels<\/strong>, en partenariat avec leurs agences <strong>iProspect, Mediacom et Vizeum<\/strong>.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-107271\" src=\"\/wp-content\/uploads\/2019\/11\/Mediametrie_infographic_time-in-view_fullsize_v2-1-760x581.png\" alt=\"\" width=\"760\" height=\"581\" \/><\/p>\n<p>M\u00e9diam\u00e9trie et IAS ont d\u00e9ploy\u00e9 une solution innovante bas\u00e9e sur un double dispositif :<\/p>\n<p>&#8211; une mesure observ\u00e9e via l\u2019hybridation des donn\u00e9es de M\u00e9diam\u00e9trie\/\/NetRatings (via un tracking Digital Ad Ratings permettant de quantifier et de qualifier l\u2019audience) et d\u2019IAS (via un tag propri\u00e9taire permettant de mesurer la visibilit\u00e9 et la dur\u00e9e d\u2019exposition),<\/p>\n<p>&#8211; cette mesure observ\u00e9e est associ\u00e9e \u00e0 une mesure d\u00e9clarative via des post-tests administr\u00e9s aupr\u00e8s de 2 300 individus, selon la dur\u00e9e d\u2019exposition de chacun aux campagnes \u00e9tudi\u00e9es.<\/p>\n<p>L\u2019\u00e9tude a \u00e9t\u00e9 r\u00e9compens\u00e9e par le Troph\u00e9e Or dans la cat\u00e9gorie \u00ab\u00a0Efficacit\u00e9 de la communication, Efficacit\u00e9 de la publicit\u00e9\u00a0\u00bb lors des <strong>Troph\u00e9es \u00c9tudes et Innovations 2019<\/strong> organis\u00e9s par Offremedia et Syntec Conseil Etudes.<\/p>\n<p>Elle a ensuite \u00e9t\u00e9 r\u00e9compens\u00e9e en 2020 d&#8217;un <a href=\"https:\/\/iabeurope.eu\/winners-announced-for-europes-prestigious-mixx-awards-and-research-awards-2020\/\"><strong>IAB Europe Research Awards 2020<\/strong>, cat\u00e9gorie \u00ab Brand effectiveness \u00bb<\/a>.<\/p>\n<p><strong>Pour t\u00e9l\u00e9charger l\u2019\u00e9tude, remplissez le formulaire ci-dessous.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS et M\u00e9diam\u00e9trie\/\/NetRatings ont men\u00e9 une \u00e9tude mesurant l\u2019impact de la visibilit\u00e9 et de la dur\u00e9e d\u2019exposition des campagnes digitales.<\/p>\n","protected":false},"author":1,"featured_media":296878,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[463,448],"tags":[453,454],"class_list":["post-311905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","category-visibilite","tag-efficacite-publicitaire","tag-etude"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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