{"id":311913,"date":"2020-03-17T04:00:00","date_gmt":"2020-03-17T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire\/"},"modified":"2023-08-30T13:53:52","modified_gmt":"2023-08-30T13:53:52","slug":"impact-du-coronavirus-sur-la-perception-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire\/","title":{"rendered":"Impact du Coronavirus sur la perception publicitaire aux Etats-Unis"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><iframe title=\"Coronavirus Content Adjacency Study: Key Takeaways\" src=\"https:\/\/player.vimeo.com\/video\/398267131?dnt=1&amp;app_id=122963\" width=\"640\" height=\"329\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/p>\n<p>Le coronavirus a cr\u00e9\u00e9 une perturbation sans pr\u00e9c\u00e9dent dans la vie quotidienne de milliards de personnes dans le monde entier. Alors que les pays touch\u00e9s continuent \u00e0 s\u2019organiser pour faire face \u00e0 cette crise sanitaire, la grande majorit\u00e9 des actualit\u00e9s y est consacr\u00e9e et de nombreux acteurs de la publicit\u00e9 digitale cherchent des conseils pour g\u00e9rer au mieux cette situation. IAS a donc men\u00e9 une enqu\u00eate aupr\u00e8s des consommateurs am\u00e9ricains le 12 mars dernier pour analyser les modifications de leurs comportements et de leurs perceptions des contenus publicitaires dans ce contexte.<\/p>\n<p>\u00c9pid\u00e9mie et crise mondiale, le coronavirus modifie la consommation de contenus en ligne : 88% des personnes interrog\u00e9es d\u00e9clarent que le coronavirus change le type de contenus qu\u2019ils consultent en ligne. Les contenus dans les m\u00e9dias y sont majoritairement consacr\u00e9s et 59% des internautes consultent davantage d\u2019actualit\u00e9s en ligne pour suivre la situation.<\/p>\n<p>Notre \u00e9tude d\u2019impact de la qualit\u00e9 du contexte de diffusion d\u2019une publicit\u00e9 sur les perceptions des consommateurs, publi\u00e9e en janvier 2020, r\u00e9v\u00e9lait que le placement d\u2019une publicit\u00e9 dans un contexte peu recommandable (pr\u00e9sentant un risque Brand Safety mod\u00e9r\u00e9 ou \u00e9lev\u00e9) pouvait avoir des cons\u00e9quences nuisibles pour la marque, pouvant aller jusqu\u2019\u00e0 arr\u00eater d\u2019acheter les produits d\u2019une marque pour 72% des consommateurs fran\u00e7ais. Dans un contexte aussi marqu\u00e9 par cette actualit\u00e9, omnipr\u00e9sente sur les sites premium, la perception de publicit\u00e9s diffus\u00e9es dans des contenus li\u00e9s au coronavirus est beaucoup moins n\u00e9gative. 78% d\u00e9clarent ainsi que cela n\u2019alt\u00e8rerait pas leur perception de la marque et seulement 16% auraient une perception moins favorable d\u2019une marque dont les publicit\u00e9s seraient diffus\u00e9es pr\u00e8s de contenus sur ce sujet.<\/p>\n<p>Leur perception va en fait plut\u00f4t d\u00e9pendre ici de la marque elle-m\u00eame, pour 32% des personnes interrog\u00e9es, et de son secteur d\u2019activit\u00e9. Ainsi les secteurs que les consommateurs trouvent le moins en ad\u00e9quation avec des contenus sur le coronavirus sont l\u2019alimentation (37%), le tourisme (35%) et la banque \/ finance (28%). \u00c0 l\u2019inverse les publicit\u00e9s relevant des domaines de la sant\u00e9 \/ pharmacie, du gouvernement ou de l\u2019\u00e9ducation seront les mieux per\u00e7ues par les consommateurs am\u00e9ricains avec respectivement 46%, 30% et 23% d\u2019assentiment.<\/p>\n<h3>Pour consulter l\u2019\u00e9tude, remplissez le formulaire ci-dessous.<\/h3>\n<p><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le coronavirus modifie la consommation de contenus en ligne : 88% des personnes interrog\u00e9es d\u00e9clarent que le coronavirus change le type de contenus qu\u2019ils consultent en ligne.<\/p>\n","protected":false},"author":1,"featured_media":296659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444],"tags":[],"class_list":["post-311913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Impact du Coronavirus sur la perception publicitaire aux Etats-Unis - 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-du-coronavirus-sur-la-perception-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impact du Coronavirus sur la perception publicitaire aux Etats-Unis\" \/>\n<meta property=\"og:description\" content=\"Le coronavirus modifie la consommation de contenus en ligne : 88% des personnes interrog\u00e9es d\u00e9clarent que le coronavirus change le type de contenus qu\u2019ils consultent en ligne.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-17T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:53:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-CORONA-02-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1585\" \/>\n\t<meta property=\"og:image:height\" content=\"996\" \/>\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=\"2 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-du-coronavirus-sur-la-perception-publicitaire\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-du-coronavirus-sur-la-perception-publicitaire\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Impact du Coronavirus sur la perception publicitaire aux Etats-Unis\",\"datePublished\":\"2020-03-17T04:00:00+00:00\",\"dateModified\":\"2023-08-30T13:53:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-du-coronavirus-sur-la-perception-publicitaire\\\/\"},\"wordCount\":408,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/impact-du-coronavirus-sur-la-perception-publicitaire\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/insider-image-CORONA-02-1-1.jpg\",\"articleSection\":[\"Brand Safety &amp; 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