{"id":311914,"date":"2020-04-22T04:00:00","date_gmt":"2020-04-22T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire-en-france\/"},"modified":"2024-11-13T10:48:52","modified_gmt":"2024-11-13T10:48:52","slug":"impact-du-coronavirus-sur-la-perception-publicitaire-en-france","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire-en-france\/","title":{"rendered":"ETUDE : Coronavirus et perception publicitaire en France"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">La pand\u00e9mie mondiale<a href=\"https:\/\/integralads.com\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire\/\"> COVID-19 affecte tous les secteurs<\/a>, y compris la publicit\u00e9 digitale. De nombreux annonceurs s\u2019interrogent sur leurs investissements publicitaires et, s\u2019ils continuent \u00e0 communiquer, sur les contextes les plus adapt\u00e9s \u00e0 leurs messages. Au milieu de ce bouleversement, IAS a men\u00e9 une enqu\u00eate pour comprendre la perception que les consommateurs fran\u00e7ais ont des publicit\u00e9s digitales dans un contexte de contenus en ligne marqu\u00e9 par le coronavirus et fournir quelques pistes aux annonceurs actifs.\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><b>Plus de contenus consomm\u00e9s et une perception des marques peu impact\u00e9e<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">75% des consommateurs fran\u00e7ais interrog\u00e9s d\u00e9clarent que le coronavirus modifie les typologies de contenus consomm\u00e9s en ligne. En effet, 71% recherchent activement des contenus li\u00e9s au coronavirus et 78% consultent davantage de contenus d\u2019actualit\u00e9 afin de suivre l\u2019\u00e9volution de la pand\u00e9mie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Certes les consommateurs fran\u00e7ais sont tr\u00e8s pr\u00e9occup\u00e9s par la situation et l\u2019apparition de publicit\u00e9s \u00e0 c\u00f4t\u00e9 de nouvelles anxiog\u00e8nes pourrait \u00eatre mal per\u00e7ue. Mais au final, cela impacte peu la perception des publicit\u00e9s et des marques. En effet, pr\u00e8s de deux tiers des Fran\u00e7ais (64%) ont une perception inchang\u00e9e des marques dont les publicit\u00e9s apparaissent pr\u00e8s de contenus li\u00e9s au coronavirus et seuls 2 Fran\u00e7ais sur 10 d\u00e9clarent qu\u2019une publicit\u00e9 qui appara\u00eet aux c\u00f4t\u00e9s d\u2019un contenu li\u00e9 au coronavirus ne g\u00e9n\u00e8rera aucun engagement.<\/span><\/p>\n<h3><b>Certains secteurs sont mieux per\u00e7us que d\u2019autres\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Les publicit\u00e9s li\u00e9es au secteur de la sant\u00e9, du gouvernement ou de l\u2019\u00e9ducation sont les plus appr\u00e9ci\u00e9es des consommateurs pr\u00e8s de contenus li\u00e9s au coronavirus. Ainsi 44% des consommateurs fran\u00e7ais d\u00e9clarent que les publicit\u00e9s relatives \u00e0 la sant\u00e9 ou \u00e0 des produits pharmaceutiques sont celles qu\u2019ils souhaitent le plus voir appara\u00eetre dans ce contexte tandis que les messages gouvernementaux remportent l\u2019assentiment de 31% d\u2019entre eux, et 29% pour les publicit\u00e9s li\u00e9es \u00e0 l&#8217;\u00e9ducation et \u00e0 la formation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c0 l\u2019inverse d\u2019autres secteurs semblent moins pertinents pour appara\u00eetre dans ce contexte. En t\u00eate les voyages et le tourisme que 46% des Fran\u00e7ais ne souhaitent pas voir appara\u00eetre \u00e0 c\u00f4t\u00e9 de contenus li\u00e9s au coronavirus, suivis du luxe (39%) et de la banque \/ finance \/ assurance (33%).<\/span><\/p>\n<h3><b>Un contenu positif et des messages adapt\u00e9s augmentent l\u2019agr\u00e9ment de la marque<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La tonalit\u00e9 positive, neutre ou n\u00e9gative d\u2019un article li\u00e9 au coronavirus va \u00e9galement impacter la perception des publicit\u00e9s. \u00c0 titre d\u2019exemple, une publicit\u00e9 qui appara\u00eet aux c\u00f4t\u00e9s d\u2019un article d\u00e9di\u00e9 aux applaudissements des soignants entra\u00eene une perception 35% plus favorable de la marque. A contrario, une publicit\u00e9 apparaissant dans le contexte d\u2019un article d\u00e9di\u00e9 aux cons\u00e9quences du coronavirus sur les chiffres du ch\u00f4mage, entra\u00eenerait une perception moins favorable de 35% pour la marque.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainsi il est important de prendre en compte le sentiment associ\u00e9 \u00e0 l\u2019article, les publicit\u00e9s apparaissant dans le cadre d\u2019un contenu neutre ou positif sur le coronavirus g\u00e9n\u00e9rant une perception plus favorable de la marque aupr\u00e8s des consommateurs. C\u2019est pourquoi IAS l\u2019a int\u00e9gr\u00e9 dans sa solution de Brand Suitability, afin de diff\u00e9rencier un article qui parle du coronavirus avec une tonalit\u00e9 positive, neutre ou n\u00e9gative, et cela afin que les annonceurs ne bloquent que les contenus \u00e0 tonalit\u00e9 n\u00e9gative et \u00e9vitent ainsi de se couper d\u2019une trop grande partie de l\u2019inventaire disponible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enfin, les publicit\u00e9s li\u00e9es au coronavirus &#8211; portant sur des informations pratiques,<\/span> <span style=\"font-weight: 400;\">sur les actions d&#8217;une soci\u00e9t\u00e9 pour aider la population ou sur des produits ou services qui peuvent \u00eatre utiles en cette p\u00e9riode &#8211; vont g\u00e9n\u00e9rer un sentiment plus favorable \u00e0 l\u2019\u00e9gard de la marque, de l\u2019ordre de 32% \u00e0 33%. Et pr\u00e8s des deux tiers des Fran\u00e7ais (65%) ont une perception plus positive des marques engag\u00e9es dans la lutte contre le coronavirus.<\/span><\/p>\n<h3>Pour consulter l\u2019\u00e9tude, remplissez le formulaire ci-dessous.<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>La pand\u00e9mie mondiale COVID-19 affecte tous les secteurs, y compris la publicit\u00e9 digitale. IAS a men\u00e9 une enqu\u00eate pour comprendre la perception que les consommateurs fran\u00e7ais ont des publicit\u00e9s digitales.<\/p>\n","protected":false},"author":1,"featured_media":311915,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444,463],"tags":[452,464],"class_list":["post-311914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","category-etudes","tag-perception-publicitaire","tag-publicite-digitale"],"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>ETUDE : Coronavirus et perception publicitaire en France - 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-en-france\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ETUDE : Coronavirus et perception publicitaire en France\" \/>\n<meta property=\"og:description\" content=\"La pand\u00e9mie mondiale COVID-19 affecte tous les secteurs, y compris la publicit\u00e9 digitale. 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