{"id":311906,"date":"2019-11-29T05:00:00","date_gmt":"2019-11-29T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/"},"modified":"2024-11-13T10:47:57","modified_gmt":"2024-11-13T10:47:57","slug":"barometre-de-la-qualite-media-au-1er-semestre-2019","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/","title":{"rendered":"Barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2019"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Notre barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale dans le monde au 1<sup>er<\/sup> semestre 2019 r\u00e9v\u00e8le que la visibilit\u00e9 des publicit\u00e9s digitales a progress\u00e9 dans tous les pays \u00e9tudi\u00e9s, particuli\u00e8rement en environnement Mobile In-App. De plus, les annonceurs ont \u00e9t\u00e9 globalement moins expos\u00e9s au risque Brand Safety, \u00e0 l\u2019exception de la France et de l\u2019Allemagne. <\/strong><\/span><\/span><\/span><\/span><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3><strong>La visibilit\u00e9 d\u00e9passe les 60% dans le monde<\/strong><\/h3>\n<p>Au premier semestre 2019, la part d\u2019impressions visibles en moyenne dans le monde d\u00e9passe les 60% dans tous les formats (display et vid\u00e9o) et environnements (desktop, web mobile et in-app).<\/p>\n<p>Ce sont les publicit\u00e9s vid\u00e9o qui enregistrent la meilleure visibilit\u00e9 avec un taux de 71,9% d\u2019impressions visibles sur desktop. Pour autant, et m\u00eame si la visibilit\u00e9 vid\u00e9o gagne encore 2,5 points en un an, le display a presque rattrap\u00e9 la vid\u00e9o avec 69,2% d\u2019impressions visibles sur desktop (+7,6 points en un an). Cette hausse de la visibilit\u00e9 des publicit\u00e9s display sur desktop s\u2019observe dans tous les pays (\u00e0 l\u2019exception du Japon), les plus fortes hausses allant au Canada (+10,9 points) et \u00e0 l\u2019Italie (+12,2 points).<\/p>\n<p>Mais la progression la plus impressionnante est celle de la visibilit\u00e9 en environnement mobile in-app o\u00f9 l\u2019on passe de 53,5% d\u2019impressions visibles au 1<sup>er<\/sup> semestre 2018 \u00e0 62,3% au 1<sup>er<\/sup> semestre 2019. Ce sont les \u00c9tats-Unis qui enregistrent la meilleure visibilit\u00e9 mobile in-app avec 67,3% d\u2019impressions visibles soit 10 points de plus en un an. Tandis que l\u2019Italie op\u00e8re la plus belle remont\u00e9e avec 14 points de plus en un an et 61,1% en un an.<\/p>\n<p>L\u2019Italie se distingue \u00e9galement par ses performances sur le format vid\u00e9o. En effet elle enregistre les plus forts taux de visibilit\u00e9 en publicit\u00e9 vid\u00e9o que ce soit sur web mobile (80,4%) ou sur desktop (77,9%).<\/p>\n<h3><strong>Une Brand Safety mieux ma\u00eetris\u00e9e <\/strong><\/h3>\n<p>L\u2019augmentation constante des investissements publicitaires digitaux, et la part croissante des achats programmatiques, n\u2019ont fait qu\u2019accentuer la pr\u00e9occupation des annonceurs vis-\u00e0-vis des risques de Brand Safety. D\u2019autant plus que le contexte dans lequel une publicit\u00e9 est vue a clairement un impact significatif sur la perception d\u2019une marque. Selon une re\u0301cente <a href=\"https:\/\/integralads.com\/fr\/insider\/impact-de-lenvironnement-sur-la-perception-publicitaire\/\">e\u0301tude IAS<\/a>, les publicite\u0301s vues dans des environnements de haute qualit\u00e9 sont perc\u0327ues 74% plus favorablement que les me\u0302mes publicite\u0301s vues dans des environnements de faible qualite\u0301.<\/p>\n<p>Et, au premier semestre 2019, les efforts faits pour mieux ma\u00eetriser les environnements dans lesquels les publicit\u00e9s sont diffus\u00e9es ont port\u00e9 leurs fruits puisque l\u2019on constate un net recul du risque Brand Safety en moyenne dans le monde avec 4,7% d\u2019impressions display risqu\u00e9es sur desktop alors qu\u2019il \u00e9tait de 6% au 1<sup>er<\/sup> semestre 2018.<\/p>\n<p>Dans presque tous les environnements et tous les formats, l\u2019Italie a \u00e9t\u00e9 le march\u00e9 publicitaire le plus s\u00fbr pour les marques. A contrario, les march\u00e9s fran\u00e7ais et allemand ont affich\u00e9 des risques de Brand Safety sup\u00e9rieurs \u00e0 la moyenne mondiale dans tous les environnements et formats. En Allemagne, cette augmentation du risque s\u2019explique par l\u2019entr\u00e9e en vigueur d\u2019une nouvelle r\u00e9glementation sur l\u2019alcool tandis qu\u2019en France, les actualit\u00e9s telles que les gilets jaunes, les attaques meurtri\u00e8res, etc. ont eu un impact n\u00e9gatif sur la Brand Safety.<\/p>\n<h3><strong>La fraude publicitaire en augmentation sur mobile<\/strong><\/h3>\n<p>Au 1<sup>er<\/sup> semestre 2019, la fraude publicitaire peut toucher jusqu\u2019a\u0300 12% des impressions des campagnes ne faisant pas l\u2019objet d\u2019un filtrage pre\u0301ventif avec nos solutions. On note en particulier une hausse du risque de fraude sur le web mobile (11,9% de fraude en display contre 9,3% au 2e\u0300me semestre 2018, en moyenne dans le monde).<\/p>\n<p>Les campagnes optimis\u00e9es avec nos solutions anti-fraude obtiennent quant \u00e0 elles des niveaux de fraude tr\u00e8s bas. Au Canada, en Espagne, en France, en Italie en Nouvelle-Z\u00e9lande et au Royaume-Uni, le taux d\u2019impressions frauduleuses est inf\u00e9rieur \u00e0 0,9% quel que soit le format, display ou vid\u00e9o, et l\u2019environnement, desktop ou mobile. Ceci montre l\u2019importance de bien mettre en place des solutions de filtrage pr\u00e9ventif de la fraude \u00e0 la fois en achats directs et en achats programmatiques. Rappelons en effet que 10 \u00e0 30% des investissements publicitaires digitaux seraient sujets \u00e0 la fraude publicitaire selon la WFA (World Federation of Advertisers).<\/p>\n<h3><strong>Pour t\u00e9l\u00e9charger le barom\u00e8tre, remplissez le formulaire ci-dessous.<\/strong><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Notre barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale dans le monde au 1er semestre 2019 r\u00e9v\u00e8le que la visibilit\u00e9 des publicit\u00e9s digitales.<\/p>\n","protected":false},"author":1,"featured_media":296743,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[466,444,440,445,449,448],"tags":[455],"class_list":["post-311906","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mqr-fr","category-brand-safety-suitability-fr","category-environnements","category-fraude-publicitaire","category-mobile-et-applications","category-visibilite","tag-barometre-de-la-qualite-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2019 - 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\/barometre-de-la-qualite-media-au-1er-semestre-2019\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2019\" \/>\n<meta property=\"og:description\" content=\"Notre barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale dans le monde au 1er semestre 2019 r\u00e9v\u00e8le que la visibilit\u00e9 des publicit\u00e9s digitales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-29T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-13T10:47:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/H12019_MQR_Insider-1-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 1er semestre 2019\",\"datePublished\":\"2019-11-29T05:00:00+00:00\",\"dateModified\":\"2024-11-13T10:47:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/\"},\"wordCount\":735,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-de-la-qualite-media-au-1er-semestre-2019\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/H12019_MQR_Insider-1-1-1.png\",\"keywords\":[\"Barom\u00e8tre de la qualit\u00e9 m\u00e9dia\"],\"articleSection\":[\"Barom\u00e8tres Qualit\u00e9 M\u00e9dia\",\"Brand Safety &amp; 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