{"id":311907,"date":"2020-01-08T05:00:00","date_gmt":"2020-01-08T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/"},"modified":"2025-05-18T18:13:51","modified_gmt":"2025-05-18T18:13:51","slug":"impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/","title":{"rendered":"Impact de la qualit\u00e9 du contexte sur les perceptions des consommateurs"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Pour la premi\u00e8re fois, IAS a men\u00e9, dans 8 pays, une enqu\u00eate mesurant l\u2019impact de la qualit\u00e9 du contexte de diffusion d\u2019une publicit\u00e9 sur les perceptions des consommateurs. Il en ressort qu\u2019un environnement de qualit\u00e9 stimule leur engagement tandis, qu\u2019a contrario, un environnement de faible qualit\u00e9 d\u00e9grade leur perception de la marque et pourrait m\u00eame amener une majorit\u00e9 d\u2019entre eux \u00e0 cesser d\u2019utiliser ou d\u2019acheter la marque.\u00a0<\/strong><\/span><\/span><\/span><\/span><\/p>\n<h3><b>La pertinence de la publicit\u00e9 et du contexte est tr\u00e8s importante pour les Fran\u00e7ais<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Les Fran\u00e7ais sont les consommateurs accordant le plus d\u2019importance \u00e0 la pertinence de la publicit\u00e9 : 93% des personnes interrog\u00e9es en France d\u00e9clarent qu\u2019il est important que la publicit\u00e9 qu\u2019ils voient soit pertinente pour eux. De m\u00eame, les Fran\u00e7ais sont les plus nombreux derri\u00e8re les Britanniques (91% des Britanniques versus 90% des Fran\u00e7ais) \u00e0 juger important le contexte dans lequel une publicit\u00e9 est diffus\u00e9e. Plus encore, un contexte de haute qualit\u00e9\u00a0 &#8211; contenus pr\u00e9sentant un risque <a href=\"https:\/\/integralads.com\/fr\/solutions\/brand-safety-suitability\/\">Brand Safety<\/a> faible et\/ou contenus d\u2019\u00e9diteurs de confiance &#8211; stimule l\u2019engagement des consommateurs : pr\u00e8s de 2 consommateurs fran\u00e7ais sur 3 (65%) sont susceptibles de s\u2019engager avec une publicit\u00e9 si elle est plac\u00e9e au sein d\u2019un contenu de haute qualit\u00e9.<\/span><\/p>\n<h3><b>Un environnement de faible qualit\u00e9 d\u00e9grade la perception de la marque et les intentions d\u2019achat<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A contrario, un environnement de faible qualit\u00e9 d\u00e9grade la perception de la marque. En effet, les consommateurs fran\u00e7ais sont les plus nombreux (92%) \u00e0 \u00eatre agac\u00e9s lorsque la publicit\u00e9 d\u2019une marque est plac\u00e9e pr\u00e8s d\u2019un contenu de faible qualit\u00e9 ou peu recommandable (contenus pr\u00e9sentant un risque Brand Safety mod\u00e9r\u00e9 ou \u00e9lev\u00e9, par exemple des contenus violents ou terroristes). Et 72% d\u2019entre eux d\u00e9clarent m\u00eame qu\u2019ils arr\u00eateraient d\u2019utiliser ou d\u2019acheter les produits de marques dont les publicit\u00e9s apparaissent pr\u00e8s de contenus de faible qualit\u00e9 ou peu recommandables.\u00a0<\/span><\/p>\n<h3><b>Disparit\u00e9 entre les consommateurs et les marques<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Ces r\u00e9sultats s\u2019expliquent notamment par le fait que les consommateurs imputent la responsabilit\u00e9 du contexte publicitaire aux annonceurs. 72% des consommateurs fran\u00e7ais tiennent ainsi les marques pour responsables du contenu qui appara\u00eet \u00e0 c\u00f4t\u00e9 de leurs publicit\u00e9s. La France est l\u2019un des pays dans lesquels cette tendance est la plus marqu\u00e9e, mais quel que soit le march\u00e9 cette tendance est forte, avec des taux compris entre 61% et 86% dans les 8 pays analys\u00e9s (Allemagne, Canada, \u00c9tats Unis, France, Indon\u00e9sie, Japon Royaume-Uni et Singapour). Pourtant, aux \u00c9tats Unis, seuls 37% des annonceurs consid\u00e8rent leur responsabilit\u00e9 en mati\u00e8re de Brand Safety. Ces r\u00e9sultats illustrent ainsi l\u2019importance pour les responsables marketing et les marques de mieux s\u2019approprier les sujets de brand safety et de brand suitability. Car comme nous l\u2019avons vu pr\u00e9c\u00e9demment, le placement d\u2019une publicit\u00e9 dans un contexte de mauvaise qualit\u00e9 peut avoir des cons\u00e9quences nuisibles pour la marque comme des perceptions moins favorables des consommateurs qui pourraient aller jusqu\u2019\u00e0 cesser d\u2019utiliser la marque.\u00a0<\/span><\/p>\n<h3><strong>Pour consulter l\u2019\u00e9tude, remplissez le formulaire ci-dessous.<\/strong><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>La pertinence de la publicit\u00e9 et du contexte est tr\u00e8s importante pour les Fran\u00e7ais, sont les consommateurs accordant le plus d\u2019importance \u00e0 la pertinence de la publicit\u00e9.<\/p>\n","protected":false},"author":1,"featured_media":293626,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444,463],"tags":[454,456],"class_list":["post-311907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","category-etudes","tag-etude","tag-ripple-effect"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Impact de la qualit\u00e9 du contexte sur les perceptions des consommateurs - 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\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impact de la qualit\u00e9 du contexte sur les perceptions des consommateurs\" \/>\n<meta property=\"og:description\" content=\"La pertinence de la publicit\u00e9 et du contexte est tr\u00e8s importante pour les Fran\u00e7ais, sont les consommateurs accordant le plus d\u2019importance \u00e0 la pertinence de la publicit\u00e9.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-08T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-18T18:13:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ripple_760_760-scaled-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Impact de la qualit\u00e9 du contexte sur les perceptions des consommateurs\",\"datePublished\":\"2020-01-08T05:00:00+00:00\",\"dateModified\":\"2025-05-18T18:13:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\\\/\"},\"wordCount\":540,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ripple_760_760-scaled-2.jpg\",\"keywords\":[\"\u00e9tude\",\"ripple effect\"],\"articleSection\":[\"Analyses\",\"Brand Safety &amp; 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