{"id":311909,"date":"2020-01-22T05:00:00","date_gmt":"2020-01-22T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/tendances-de-la-publicite-digitale-en-2020\/"},"modified":"2023-08-30T13:56:14","modified_gmt":"2023-08-30T13:56:14","slug":"tendances-de-la-publicite-digitale-en-2020","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/tendances-de-la-publicite-digitale-en-2020\/","title":{"rendered":"Tendances 2020 : Contexte, Ad-v\u00e9rification et TV connect\u00e9e"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><b><i>IAS a men\u00e9 une \u00e9tude sur les d\u00e9fis et tendances en mati\u00e8re de publicit\u00e9 digitale pour 2020 aupr\u00e8s des professionnels du march\u00e9 dans 7 pays et r\u00e9gions : Allemagne, Asie du Sud-Est, Australie, \u00c9tats-Unis, France, Japon et Royaume-Uni. Il en ressort qu\u2019en Europe, les 3 principaux d\u00e9fis concernent la protection des donn\u00e9es, la mesure du ROI et la pr\u00e9cision des mesures. Tandis qu\u2019ils identifient comme grandes tendances, le ciblage contextuel, l\u2019optimisation de la qualit\u00e9 m\u00e9dia et la t\u00e9l\u00e9vision connect\u00e9e.\u00a0<\/i><\/b><\/p>\n<h3><b>D\u00e9fi num\u00e9ro 1 : La protection des donn\u00e9es<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Promulgu\u00e9e en mai 2018, la r\u00e9glementation g\u00e9n\u00e9rale sur la protection des donn\u00e9es continue de susciter des inqui\u00e9tudes. En effet, les personnes interrog\u00e9es en Europe citent la l\u00e9gislation sur la protection des donn\u00e9es comme le premier d\u00e9fi auquel ils devront faire face en 2020 (44% des r\u00e9pondants). Le RGPD et autres lois sur la confidentialit\u00e9 des donn\u00e9es limitant les techniques de ciblage bas\u00e9es sur les cookies, le ciblage contextuel devient alors une priorit\u00e9 pour les acteurs du march\u00e9. Il devient m\u00eame, comme nous le verrons plus tard, la premi\u00e8re tendance phare de l\u2019ann\u00e9e 2020.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deuxi\u00e8me d\u00e9fi pour le march\u00e9 publicitaire digital, cit\u00e9 par 40% des r\u00e9pondants, l\u2019\u00e9valuation du ROI des campagnes. Rendue plus difficile par le RGPD, l\u2019\u00e9valuation du ROI est pourtant essentielle pour le march\u00e9, et est la premi\u00e8re solution qu\u2019ils citent (61% d\u2019entre eux) pour am\u00e9liorer la qualit\u00e9 m\u00e9dia de leurs campagnes digitales au cours des 12 prochains mois. Troisi\u00e8me d\u00e9fi le plus cit\u00e9 et corollaire de l\u2019\u00e9valuation du ROI : la pr\u00e9cision des mesures, cit\u00e9 par 35% des r\u00e9pondants.\u00a0\u00a0\u00a0<\/span><\/p>\n<h3><b>Tendances 2020 : Contexte, Ad-v\u00e9rification et TV connect\u00e9e\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Cons\u00e9quence de la l\u00e9gislation sur la confidentialit\u00e9 des donn\u00e9es, le ciblage contextuel gagne de plus en plus d\u2019importance sur le march\u00e9 publicitaire. Il est ainsi cit\u00e9 comme la tendance majeure de 2020, par 82% des r\u00e9pondants. De plus, une r\u00e9cente d\u2019IAS (<\/span><a href=\"\/fr\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/\"><span style=\"font-weight: 400;\">Impact de la qualit\u00e9 du contexte sur les perceptions des consommateurs<\/span><\/a><span style=\"font-weight: 400;\">), r\u00e9v\u00e8le l\u2019importance du contexte publicitaire avec 90% des Fran\u00e7ais jugeant important le contexte dans lequel une publicit\u00e9 est diffus\u00e9e et 72% des consommateurs fran\u00e7ais d\u00e9clarant m\u00eame qu\u2019ils arr\u00eateraient d\u2019utiliser les produits de marques dont les publicit\u00e9s appara\u00eetraient pr\u00e8s de contenus de faible qualit\u00e9 ou peu recommandables.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">2<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> tendance la plus cit\u00e9e (par 81% des r\u00e9pondants), les solutions d\u2019optimisation de la qualit\u00e9 m\u00e9dia deviendront de plus en plus d\u00e9terminantes pour am\u00e9liorer la qualit\u00e9 globale des m\u00e9dias. Pour ce faire, les professionnels du march\u00e9 concentreront leurs efforts en premier lieu sur la mesure du ROI, cit\u00e9e par 69% d\u2019entre eux, la mesure de la visibilit\u00e9 (59%) et la gestion de la Brand Safety et de la qualit\u00e9 du contexte de diffusion (Brand Suitability) pour 55% d\u2019entre eux.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Troisi\u00e8me tendance phare, l\u2019OTT et la t\u00e9l\u00e9vision connect\u00e9e. Les avanc\u00e9es en mati\u00e8re de t\u00e9l\u00e9vision connect\u00e9e et de vid\u00e9o OTT acc\u00e9l\u00e9reront la transition du mode de consommation des m\u00e9dias et des d\u00e9penses en publicit\u00e9 de la TV lin\u00e9aire vers le digital. Selon eMarketer le nombre d\u2019utilisateurs de services OTT devrait passer de 114 millions \u00e0 122 millions en 2010 en Europe de l\u2019Ouest (soit 35% des internautes). Tandis qu\u2019aux \u00c9tats-Unis, 65% des internautes sont des consommateurs de services vid\u00e9o OTT. Rappelons qu\u2019IAS a lanc\u00e9 en juin 2019 aux \u00c9tats-Unis une solution d\u2019ad-v\u00e9rification en environnement OTT. En France la consommation de t\u00e9l\u00e9vision se fait majoritairement en IPTV, \u00e0 90%, versus 10% pour l\u2019OTT. La mesure c\u00f4t\u00e9 OTT fonctionne, \u00e0 l\u2019instar de celle qui a \u00e9t\u00e9 d\u00e9velopp\u00e9e aux \u00c9tats-Unis, tandis qu\u2019IAS explore la partie IPTV en France mais n\u00e9cessite, pour aboutir, les donn\u00e9es anonymis\u00e9es des op\u00e9rateurs t\u00e9l\u00e9coms.\u00a0\u00a0<\/span><\/p>\n<h3><strong>Pour consulter l\u2019\u00e9tude en anglais, remplissez le formulaire ci-dessous.<\/strong><\/h3>\n<p><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS a men\u00e9 une \u00e9tude sur les d\u00e9fis et tendances en mati\u00e8re de publicit\u00e9 digitale pour 2020 aupr\u00e8s des professionnels du march\u00e9 dans 7 pays et r\u00e9gions.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,437,448],"tags":[458],"class_list":["post-311909","post","type-post","status-publish","format-standard","hentry","category-brand-safety-suitability-fr","category-themes-fr","category-visibilite","tag-tendances-2020"],"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>Tendances 2020 : Contexte, Ad-v\u00e9rification et TV connect\u00e9e - 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\/tendances-de-la-publicite-digitale-en-2020\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendances 2020 : Contexte, Ad-v\u00e9rification et TV connect\u00e9e\" \/>\n<meta property=\"og:description\" content=\"IAS a men\u00e9 une \u00e9tude sur les d\u00e9fis et tendances en mati\u00e8re de publicit\u00e9 digitale pour 2020 aupr\u00e8s des professionnels du march\u00e9 dans 7 pays et r\u00e9gions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/tendances-de-la-publicite-digitale-en-2020\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-22T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:56:14+00:00\" \/>\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\/tendances-de-la-publicite-digitale-en-2020\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/tendances-de-la-publicite-digitale-en-2020\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Tendances 2020 : Contexte, Ad-v\u00e9rification et TV connect\u00e9e\",\"datePublished\":\"2020-01-22T05:00:00+00:00\",\"dateModified\":\"2023-08-30T13:56:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/tendances-de-la-publicite-digitale-en-2020\/\"},\"wordCount\":688,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"keywords\":[\"Tendances 2020\"],\"articleSection\":[\"Brand Safety &amp; 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