{"id":311930,"date":"2020-09-11T04:00:00","date_gmt":"2020-09-11T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/"},"modified":"2024-11-13T08:27:53","modified_gmt":"2024-11-13T08:27:53","slug":"controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/","title":{"rendered":"Contr\u00f4le du contexte : La Brand Safety alli\u00e9e \u00e0 la Brand Suitability"},"content":{"rendered":"<h3><em>Contr\u00f4ler avec pr\u00e9cision la pertinence du contexte de diffusion d\u2019une publicit\u00e9 \u00e0 \u00e9chelle mondiale<\/em><\/h3>\n<p>Dans un paysage publicitaire complexe, marqu\u00e9 par le Covid et chahut\u00e9 par la fin annonc\u00e9e des cookies, les annonceurs ont aujourd\u2019hui besoin d\u2019une solution qui va au-del\u00e0 des outils binaires classiques de Brand Safety. Si la protection de l\u2019image d\u2019une marque via la ma\u00eetrise du risque Brand Safety reste primordiale, nos diff\u00e9rentes \u00e9tudes, \u00e0 commencer par \u00a0<a href=\"\/insider\/contextual-advertising-research\/\">\u00ab\u00a0Power of Context\u00a0\u00bb<\/a>, ont montr\u00e9 que des facteurs tels que <strong>le sentiment g\u00e9n\u00e9ral \u00e9manant d\u2019un article avait un impact d\u00e9cisif sur la perception publicitaire, un contenu positif influen\u00e7ant positivement de +93% l\u2019agr\u00e9ment d\u2019une publicit\u00e9<\/strong> par les consommateurs. C\u2019est pourquoi nous avons regroup\u00e9 sous \u00ab Context Control \u00bb, les solutions de Brand Safety et de Brand Suitability, permettant notamment de cibler des contenus positifs. Avec cette solution de contr\u00f4le du contexte, les annonceurs peuvent ainsi choisir des contenus positifs sur une palette de plus de 1 200 cat\u00e9gories de ciblage contextuel, pour diffuser leurs publicit\u00e9s. Cela leur permet de d\u00e9finir des strat\u00e9gies qui sont propres \u00e0 leur marque et \u00e0 ses sp\u00e9cificit\u00e9s, pour ne cibler que les contenus pertinents et \u00e9tablir des liens durables avec les consommateurs.<\/p>\n<p><strong>Avec la solution de contr\u00f4le du contexte, les annonceurs b\u00e9n\u00e9ficient :<\/strong><\/p>\n<ul>\n<li>D\u2019une analyse au niveau de la page utilisant une technologie s\u00e9mantique brevet\u00e9e et le Machine Learning pour une plus grande pr\u00e9cision<\/li>\n<li>D\u2019un contr\u00f4le proactif, du d\u00e9but \u00e0 la fin des achats programmatiques, avec un filtrage pr\u00e9-bid et post-bid des contenus qui ne sont pas en ad\u00e9quation avec la strat\u00e9gie de la marque<\/li>\n<li>D\u2019une large couverture, dans plus de 40 langues<\/li>\n<\/ul>\n<p>Lorsqu\u2019une publicit\u00e9 appara\u00eet dans un contexte pertinent, les consommateurs en ont une meilleure perception et la marque a davantage de chances de cr\u00e9er de l\u2019engagement de la part de son audience. Ainsi, selon notre \u00e9tude <a href=\"\/fr\/insider\/impact-de-la-qualite-du-contexte-sur-les-perceptions-des-consommateurs\/\">\u00ab\u00a0Ripple Effect\u00a0\u00bb<\/a>, <strong>les Fran\u00e7ais sont tr\u00e8s nombreux (90%) \u00e0 juger important le contexte dans lequel une publicit\u00e9 est diffus\u00e9e.<\/strong> Et 72 % des consommateurs fran\u00e7ais estiment qu\u2019une marque est responsable du contenu dans lequel sa publicit\u00e9 appara\u00eet. En d&#8217;autres termes, les consommateurs attendent des marques que leurs publicit\u00e9s apparaissent dans des environnements pertinents et appropri\u00e9s.<\/p>\n<p>Gr\u00e2ce au contr\u00f4le du contexte, les annonceurs peuvent acc\u00e9der aux contextes les plus pertinents pour leurs messages et leur image de marque. Chaque marque peut se cr\u00e9er son propre profil contextuel \u00e0 partir de plus de <strong>1 200 cat\u00e9gories de ciblage contextuel, auxquelles elles peuvent associer un sentiment positif.<\/strong> Cela leur permet de cibler uniquement les contenus g\u00e9n\u00e9rant un sentiment positif parmi les cat\u00e9gories les plus pertinentes pour leur marque. Selon une \u00e9valuation ind\u00e9pendante r\u00e9alis\u00e9e par Ozone, <strong>la technologie s\u00e9mantique brevet\u00e9e d\u2019IAS s&#8217;est av\u00e9r\u00e9e 42% plus pr\u00e9cise que ses concurrents.<\/strong> Gr\u00e2ce \u00e0 l&#8217;analyse des sentiments et \u00e0 la technologie de classification \u00e9motionnelle, la solution de contr\u00f4le du contexte d\u2019IAS est la seule \u00e0 pouvoir discerner l\u2019intention de l\u2019auteur d\u2019un contenu.<\/p>\n<h3><strong>Pour en savoir plus, <a href=\"https:\/\/integralads.com\/fr\/solutions\/brand-safety-suitability\/\">cliquez ici<\/a> ou t\u00e9l\u00e9chargez notre plaquette ci-dessous.<\/strong><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>C\u2019est pourquoi nous avons regroup\u00e9 sous \u00ab Control Context \u00bb, les solutions de Brand Safety et de Brand Suitability, permettant notamment de cibler des contenus positifs. Avec cette solution de contr\u00f4le du contexte, les annonceurs peuvent ainsi choisir des contenus positifs sur une palette de plus de 1 200 cat\u00e9gories de ciblage contextuel.<\/p>\n","protected":false},"author":1,"featured_media":296067,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,485],"tags":[],"class_list":["post-311930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-featured-fr"],"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>Contr\u00f4le du contexte : La Brand Safety alli\u00e9e \u00e0 la Brand Suitability - 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\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contr\u00f4le du contexte : La Brand Safety alli\u00e9e \u00e0 la Brand Suitability\" \/>\n<meta property=\"og:description\" content=\"C\u2019est pourquoi nous avons regroup\u00e9 sous \u00ab Control Context \u00bb, les solutions de Brand Safety et de Brand Suitability, permettant notamment de cibler des contenus positifs. 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