{"id":311917,"date":"2020-04-29T04:00:00","date_gmt":"2020-04-29T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/covid-19-quelle-alternative-aux-mots-cles\/"},"modified":"2023-08-30T13:47:54","modified_gmt":"2023-08-30T13:47:54","slug":"covid-19-quelle-alternative-aux-mots-cles","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/covid-19-quelle-alternative-aux-mots-cles\/","title":{"rendered":"Covid-19 : Quelle alternative aux mots-cl\u00e9s ?"},"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 publicit\u00e9 digitale doit, elle aussi, composer avec cette nouvelle r\u00e9alit\u00e9 impos\u00e9e par le COVID-19. Tandis que les sites d\u2019actualit\u00e9 enregistrent des records d\u2019audience, certaines marques continuent de diffuser des messages publicitaires adapt\u00e9s tandis que d\u2019autres pr\u00e9f\u00e8rent arr\u00eater toute communication pendant cette pand\u00e9mie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ind\u00e9pendamment de la situation mondiale actuelle, chaque marque est unique et a donc une approche sp\u00e9cifique pour d\u00e9finir les contextes dans lesquels elle souhaite que ses publicit\u00e9s apparaissent. Cette approche repose parfois essentiellement sur le blocage des mots cl\u00e9s. Pourtant cet outil ne devrait s\u2019appliquer qu\u2019\u00e0 des cas tr\u00e8s sp\u00e9cifiques et ne constituer ainsi qu\u2019une petite partie de la strat\u00e9gie de Brand Safety.\u00a0<\/span><\/p>\n<h3><b>Comment les mots-cl\u00e9s sont-ils mis en place ?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La technologie d\u2019IAS permet notamment aux annonceurs d\u2019emp\u00eacher que leurs publicit\u00e9s apparaissent aux c\u00f4t\u00e9s de contenus inappropri\u00e9s \u00e0 leur image de marque (Brand Safety). Le blocage des mots cl\u00e9s est une des mani\u00e8res le permettant, en compl\u00e9ment de la d\u00e9finition d\u2019une strat\u00e9gie pr\u00e9cise de Brand Safety.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le choix de ces mots cl\u00e9s est laiss\u00e9 \u00e0 la discr\u00e9tion de l&#8217;annonceur ou de son agence. IAS joue un r\u00f4le de conseil aupr\u00e8s de ses clients sur la strat\u00e9gie la plus efficace \u00e0 mettre en \u0153uvre pour une marque et en apportant un point de vue ext\u00e9rieur sur les listes de mots cl\u00e9s appropri\u00e9s. Mais, au bout du compte, c&#8217;est l&#8217;annonceur qui d\u00e9cide ce qu\u2019il souhaite bloquer. Personne ne conna\u00eet mieux sa marque que lui.<\/span><\/p>\n<h3><b>La \u00ab Brand Suitability \u00bb, une approche plus fine que les mots-cl\u00e9s<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">IAS ne pr\u00e9conise pas une approche g\u00e9n\u00e9rique ni une utilisation exag\u00e9r\u00e9e des mots-cl\u00e9s. Il existe des termes aux c\u00f4t\u00e9s desquels la plupart des annonceurs pr\u00e9f\u00e9reraient ne pas appara\u00eetre (par exemple, meurtre), mais ces termes sont pour la plupart d\u00e9j\u00e0 d\u00e9tect\u00e9s par nos mod\u00e8les de Brand Safety. La solution de Brand Safety d\u2019IAS dispose en effet de 8 cat\u00e9gories de risques qui couvrent l\u2019essentiel des contextes risqu\u00e9s que l\u2019on peut rencontrer en publicit\u00e9 digitale : contenus adultes, alcool, discours haineux, drogues, langage offensant, t\u00e9l\u00e9chargement ill\u00e9gal et violence. De plus, chaque marque a la possibilit\u00e9 de personnaliser sa Brand Safety selon son secteur et ses exigences, en d\u00e9finissant un seuil de tol\u00e9rance sp\u00e9cifique pour chacune de ces cat\u00e9gories. Ainsi une marque va pouvoir associer \u00e0 chaque cat\u00e9gorie un risque qu\u2019elle souhaite tr\u00e8s faible, faible, mod\u00e9r\u00e9, \u00e9lev\u00e9 ou tr\u00e8s \u00e9lev\u00e9 selon sa sensibilit\u00e9 \u00e0 chacun de ces types de risques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus, IAS enrichit \u00e9galement sa solution de Brand Safety par la \u00ab Brand Suitability \u00bb, qui permet de cibler avec beaucoup plus de pr\u00e9cision que des mots-cl\u00e9s des contenus pertinents pour une marque et ses publicit\u00e9s. Bas\u00e9e sur une technologie d\u2019analyse s\u00e9mantique sophistiqu\u00e9e, cette solution permet de d\u00e9finir des profils contextuels. Ce profil contextuel est d\u00e9fini via 4 grands piliers. Le 1<\/span><span style=\"font-weight: 400;\">er<\/span><span style=\"font-weight: 400;\"> repose sur plus de 1 200 cat\u00e9gories classifiant les contenus, et parmi lesquelles, dans le cas sp\u00e9cifique du coronavirus, une cat\u00e9gorie \u00ab Maladies infectieuses \u00bb. Le 2<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> pilier repose sur l\u2019analyse <\/span><span style=\"font-weight: 400;\">de la tonalit\u00e9 du contenu, ainsi que de l\u2019\u00e9motion qu\u2019il va susciter chez l\u2019internaute : positif\/neutre\/n\u00e9gatif, joie, tristesse, etc<\/span><span style=\"font-weight: 400;\">. 3<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> brique, l\u2019entit\u00e9, qui va distinguer un nom commun (class\u00e9 au sein d\u2019une cat\u00e9gorie) d\u2019un nom de marque, d\u2019un nom de personne, d\u2019un nom de lieu ou de zone g\u00e9ographique (qui seront des entit\u00e9s). Par exemple Apple, la marque sera une entit\u00e9, tandis que le fruit \u201capple\u201d fera partie d\u2019une cat\u00e9gorie classique. Dernier pilier, il est possible d\u2019y ajouter des mots-cl\u00e9s sans ambigu\u00eft\u00e9, de pr\u00e9f\u00e9rence des noms propres.<\/span><\/p>\n<h3><b>Des segments sp\u00e9cifiques pour distinguer les contenus positifs li\u00e9s au coronavirus<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Pour prot\u00e9ger ses clients de contenus n\u00e9gatifs li\u00e9s au coronavirus, IAS a ainsi cr\u00e9\u00e9, gr\u00e2ce \u00e0 cette technologie d\u2019analyse s\u00e9mantique, 2 nouveaux \u00ab segments contextuels d\u2019exclusion \u00bb : <\/span><i><span style=\"font-weight: 400;\">\u00ab Maladies infectieuses \u00bb <\/span><\/i><span style=\"font-weight: 400;\">et <\/span><i><span style=\"font-weight: 400;\">\u00ab Maladies infectieuses et Sentiment n\u00e9gatif \u00bb<\/span><\/i><span style=\"font-weight: 400;\">. Ce dernier segment permet ainsi aux annonceurs de bloquer uniquement les contenus n\u00e9gatifs li\u00e9s au coronavirus (parlant du nombre de morts par exemple) et de tol\u00e9rer ainsi les contenus neutres ou positifs (parlant des avanc\u00e9es de la m\u00e9decine dans ce domaine par exemple). Dans un contexte d\u2019actualit\u00e9s marqu\u00e9 par cette pand\u00e9mie, cela leur \u00e9vite ainsi de se couper d\u2019une trop grande partie de l\u2019inventaire disponible. En effet, nos analyses ont d\u00e9montr\u00e9 que les contenus positifs et neutres repr\u00e9sentaient 50% des contenus li\u00e9s au coronavirus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De plus, notre \u00e9tude consommateurs<\/span><a href=\"\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire-en-france\/\"> <span style=\"font-weight: 400;\">\u00ab Coronavirus et Perception publicitaire \u00bb<\/span><\/a><span style=\"font-weight: 400;\"> men\u00e9e en France en avril 2020, r\u00e9v\u00e8le que la perception des publicit\u00e9s et d\u2019une marque varie en fonction de la tonalit\u00e9 des articles li\u00e9s \u00e0 ce sujet. Ainsi 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. Il semble donc 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les 2 nouveaux segments contextuels (\u00ab Maladies infectieuses \u00bb et \u00ab Maladies infectieuses et Sentiment n\u00e9gatif \u00bb) vont ainsi apporter une analyse plus fine du contexte que les mots-cl\u00e9s, \u00e9viter \u00e0 une marque de communiquer dans un contexte n\u00e9gatif sans impacter significativement le volume de diffusion. Ils sont disponibles \u00e0 la demande pour la solution Agence\/Annonceur, en pr\u00e9-bid dans certains DSP (The Trade Desk, Verizon\u2026) et accessibles pour les r\u00e9gies via la solution Publisher Optimization.<\/span><\/p>\n<h3><strong>Pour en savoir plus, contactez infoFR@integralads.com et regardez notre<a href=\"https:\/\/go.integralads.com\/fr-webinar-special-coronavirus.html\"> Webinar<\/a> sur le sujet.<\/strong><\/h3>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour prot\u00e9ger ses clients de contenus n\u00e9gatifs li\u00e9s au coronavirus, IAS a ainsi cr\u00e9\u00e9, gr\u00e2ce \u00e0 cette technologie d\u2019analyse s\u00e9mantique,<\/p>\n","protected":false},"author":1,"featured_media":296316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444],"tags":[464],"class_list":["post-311917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","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>Covid-19 : Quelle alternative aux mots-cl\u00e9s ? 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