{"id":311918,"date":"2020-04-30T04:00:00","date_gmt":"2020-04-30T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/livre-blanc-brand-suitability-et-covid-19\/"},"modified":"2023-08-30T13:47:19","modified_gmt":"2023-08-30T13:47:19","slug":"livre-blanc-brand-suitability-et-covid-19","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/livre-blanc-brand-suitability-et-covid-19\/","title":{"rendered":"Livre Blanc Brand Suitability et COVID-19"},"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;\">Diff\u00e9rentes \u00e9tudes IAS ont montr\u00e9 que le contexte dans lequel une publicit\u00e9 est diffus\u00e9 \u00e9tait tr\u00e8s important, ayant un impact sur la perception qu\u2019ont les consommateurs de la publicit\u00e9 et de la marque associ\u00e9e. Une premi\u00e8re \u00e9tude biom\u00e9trique,<\/span><a href=\"\/fr\/insider\/impact-de-lenvironnement-sur-la-perception-publicitaire\/\"> <span style=\"font-weight: 400;\">Halo Effect<\/span><\/a><span style=\"font-weight: 400;\">, r\u00e9alis\u00e9e avec l\u2019institut Neuro-Insight en mai 2019, d\u00e9montrait d\u00e9j\u00e0 que les publicit\u00e9s diffus\u00e9es dans un environnement de qualit\u00e9 (i.e. ayant un risque Brand Safety faible) \u00e9taient per\u00e7ues 74% plus favorablement que les m\u00eames publicit\u00e9s vues dans des environnements de faible qualit\u00e9 (repr\u00e9sentant un risque mod\u00e9r\u00e9).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une deuxi\u00e8me \u00e9tude,<\/span><a href=\"\/fr\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/\"> <span style=\"font-weight: 400;\">Ripple Effect<\/span><\/a><span style=\"font-weight: 400;\">, r\u00e9alis\u00e9e en France en septembre 2019, a ensuite r\u00e9v\u00e9l\u00e9 qu\u2019un environnement de faible qualit\u00e9 d\u00e9gradait la perception de la marque et les intentions d\u2019achat. Ainsi 72% des consommateurs fran\u00e7ais interrog\u00e9s ont d\u00e9clar\u00e9 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.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En d\u00e9montrant l\u2019importance du contexte de diffusion d\u2019une publicit\u00e9, ces 2 \u00e9tudes attestent ainsi qu\u2019il est essentiel pour une marque de prot\u00e9ger ses cr\u00e9ations publicitaires des contextes risqu\u00e9s pour son image, et donc de mettre en place une strat\u00e9gie de Brand Safety adapt\u00e9e \u00e0 chaque marque.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans le contexte actuel de Coronavirus o\u00f9 une grande majorit\u00e9 d\u2019actualit\u00e9s et d\u2019articles y sont consacr\u00e9s, certains ont pu penser que ce sujet anxiog\u00e8ne pourrait g\u00e9n\u00e9rer une perception n\u00e9gative des consommateurs qui verraient des publicit\u00e9s affich\u00e9es pr\u00e8s de contenus li\u00e9s \u00e0 ce sujet. Pourtant une nouvelle \u00e9tude IAS,<\/span><a href=\"\/fr\/insider\/impact-du-coronavirus-sur-la-perception-publicitaire-en-france\/\"> <span style=\"font-weight: 400;\">Coronavirus et Perception publicitaire<\/span><\/a><span style=\"font-weight: 400;\">, r\u00e9v\u00e8le que les publicit\u00e9s plac\u00e9es pr\u00e8s de contenus li\u00e9s au coronavirus ne sont pas toutes forc\u00e9ment per\u00e7ues n\u00e9gativement en France.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Premi\u00e8rement, le secteur d\u2019activit\u00e9 de la marque peut influencer la perception : les secteurs de la sant\u00e9, du gouvernement, de l\u2019\u00e9ducation, de l\u2019alimentation et des boissons ou des associations \u00e0 but non lucratif sont ceux que les consommateurs fran\u00e7ais souhaitent le plus voir \u00e0 c\u00f4t\u00e9 de contenus li\u00e9s au coronavirus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deuxi\u00e8mement la tonalit\u00e9 de l\u2019article joue \u00e9galement un r\u00f4le important. Ainsi une publicit\u00e9 qui appara\u00eet aux c\u00f4t\u00e9s d\u2019un article d\u00e9di\u00e9 aux applaudissements des soignants &#8211; \u00e0 tonalit\u00e9 positive &#8211; entra\u00eene une perception 35% plus favorable de la marque chez les consommateurs. 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 &#8211; \u00e0 tonalit\u00e9 n\u00e9gative &#8211; entra\u00eenerait une perception moins favorable de 35% pour la marque.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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. De plus IAS estime \u00e0 50% la part de contenus li\u00e9s au coronavirus ayant une tonalit\u00e9 neutre ou positive, ce qui repr\u00e9sente une partie non n\u00e9gligeable de l\u2019inventaire disponible aujourd\u2019hui.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C\u2019est pourquoi IAS a cr\u00e9\u00e9, gr\u00e2ce \u00e0 sa technologie d\u2019analyse s\u00e9mantique, un nouveau \u00ab segment contextuel \u00bb : \u00ab <\/span><i><span style=\"font-weight: 400;\">Maladies infectieuses et Sentiment n\u00e9gatif <\/span><\/i><span style=\"font-weight: 400;\">\u00bb. Celui-ci 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). Cela leur \u00e9vite ainsi de se couper d\u2019une trop grande partie de l\u2019inventaire disponible, tout en prot\u00e9geant leur marque de contenus n\u00e9gatifs qui pourraient nuire \u00e0 leur image.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Pour en savoir plus sur la mani\u00e8re la plus optimale de prot\u00e9ger votre marque, consultez notre guide (en anglais) <\/span><b>Brand Suitability et COVID-19<\/b><span style=\"font-weight: 400;\">.<\/span><\/h3>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pourtant une nouvelle \u00e9tude IAS, Coronavirus et Perception publicitaire, r\u00e9v\u00e8le que les publicit\u00e9s plac\u00e9es pr\u00e8s de contenus li\u00e9s au coronavirus ne sont pas toutes forc\u00e9ment per\u00e7ues n\u00e9gativement en France.<\/p>\n","protected":false},"author":1,"featured_media":293685,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444,463,459],"tags":[],"class_list":["post-311918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","category-etudes","category-livres-blancs"],"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>Livre Blanc Brand Suitability et COVID-19 - 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\/livre-blanc-brand-suitability-et-covid-19\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Livre Blanc Brand Suitability et COVID-19\" \/>\n<meta property=\"og:description\" content=\"Pourtant une nouvelle \u00e9tude IAS, Coronavirus et Perception publicitaire, r\u00e9v\u00e8le que les publicit\u00e9s plac\u00e9es pr\u00e8s de contenus li\u00e9s au coronavirus ne sont pas toutes forc\u00e9ment per\u00e7ues n\u00e9gativement en France.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/livre-blanc-brand-suitability-et-covid-19\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-30T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:47:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Tile-image.001-1-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\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\\\/livre-blanc-brand-suitability-et-covid-19\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-brand-suitability-et-covid-19\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Livre Blanc Brand Suitability et COVID-19\",\"datePublished\":\"2020-04-30T04:00:00+00:00\",\"dateModified\":\"2023-08-30T13:47:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-brand-suitability-et-covid-19\\\/\"},\"wordCount\":671,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/livre-blanc-brand-suitability-et-covid-19\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Tile-image.001-1-1.jpeg\",\"articleSection\":[\"Analyses\",\"Brand Safety &amp; 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