{"id":311931,"date":"2020-10-07T04:00:00","date_gmt":"2020-10-07T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/"},"modified":"2023-08-30T13:24:38","modified_gmt":"2023-08-30T13:24:38","slug":"achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/","title":{"rendered":"Achats de No\u00ebl : 67% des consommateurs trouvent les publicit\u00e9s utiles"},"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;\">IAS a r\u00e9alis\u00e9 une nouvelle \u00e9tude sur les intentions d\u2019achat des consommateurs europ\u00e9ens pour la p\u00e9riode de No\u00ebl et \u00e0 l\u2019approche du Black Friday. Men\u00e9e au Royaume-Uni, en France et en Allemagne, l\u2019enqu\u00eate r\u00e9v\u00e8le que, dans le contexte actuel de coronavirus, la grande majorit\u00e9 d\u2019entre eux fera son shopping en ligne. Pour cela, les publicit\u00e9s en ligne leur sont utiles pour trouver des produits et des promotions, surtout si elles sont diffus\u00e9es dans un contexte pertinent par rapport au produit et sur des sites brand-safe.<\/span><\/p>\n<h3><b>Quand l\u2019e-commerce et les publicit\u00e9s deviennent le maillon fort des achats de No\u00ebl<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Cette ann\u00e9e, le contexte de pand\u00e9mie acc\u00e9l\u00e8re encore plus l\u2019habitude d\u2019achat en ligne. En effet, 80% des acheteurs se disent inquiets \u00e0 l\u2019id\u00e9e d\u2019effectuer leurs achats en magasin en raison du COVID-19 et 75% pr\u00e9voient ainsi de faire la majeure partie ou l&#8217;int\u00e9gralit\u00e9 de leurs achats de fin d\u2019ann\u00e9e en ligne.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si les sites e-commerce et les moteurs de recherche restent en t\u00eate des sources utilis\u00e9es pour rechercher des cadeaux, il est int\u00e9ressant de noter que les publicit\u00e9s en ligne arrivent en 3\u00e8me position avec 26% des consommateurs s\u2019y r\u00e9f\u00e9rant pour trouver des id\u00e9es de cadeaux. \u00c0 \u00e9galit\u00e9, les vid\u00e9os publicitaires sur YouTube aident \u00e9galement 26% des consommateurs \u00e0 trouver des cadeaux.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus encore, <\/span><b>plus des deux tiers (67%) des consommateurs europ\u00e9ens d\u00e9clarent que les publicit\u00e9s en ligne les aident \u00e0 trouver des produits et des promotions<\/b><span style=\"font-weight: 400;\"> et 63% les consid\u00e8rent importantes pour d\u00e9couvrir de nouveaux produits. Ils y sont \u00e9galement plus r\u00e9ceptifs que d\u2019habitude : 25% des consommateurs se d\u00e9clarent plus attentifs aux publicit\u00e9s pendant cette p\u00e9riode d\u2019achat.<\/span><b>\u00a0<\/b><\/p>\n<h3><b>Les marques devront se concentrer sur la pertinence du contexte pour leurs insertions publicitaires<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Si les publicit\u00e9s en ligne jouent un r\u00f4le majeur dans le choix des cadeaux et dans le processus d\u2019achat, les contenus aux c\u00f4t\u00e9s desquels elles sont diffus\u00e9es occupent \u00e9galement une place primordiale dans la perception des publicit\u00e9s par les consommateurs. En effet, un contexte pertinent et de qualit\u00e9 augmentera l\u2019agr\u00e9ment des consommateurs. <\/span><b>37% d\u2019entre eux d\u00e9clarent ainsi qu\u2019ils trouvent les publicit\u00e9s utiles lorsqu\u2019elles sont pertinentes au regard du contenu qu\u2019ils sont en train de consulter. <\/b><span style=\"font-weight: 400;\">Et 37% pr\u00eatent davantage attention aux publicit\u00e9s diffus\u00e9es sur des sites brand-safe et dignes de confiance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On observe ainsi que <\/span><b>le ciblage du bon contexte a davantage de poids que les messages promotionnels ou le retargeting<\/b><span style=\"font-weight: 400;\"> puisque les consommateurs sont moins nombreux \u00e0 trouver utiles les publicit\u00e9s promotionnelles (32%) ou les publicit\u00e9s bas\u00e9es sur de pr\u00e9c\u00e9dents achats (29%).<\/span><\/p>\n<h3><b>Des achats qui se feront plus t\u00f4t<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">L\u2019enqu\u00eate r\u00e9v\u00e8le \u00e9galement que les achats se feront t\u00f4t cette ann\u00e9e. En effet, pr\u00e8s de six r\u00e9pondants sur dix (59%) commenceront leurs achats avant le mois de novembre. <\/span><b>Cependant le mois de novembre reste le mois o\u00f9 le plus de consommateurs (27%) pr\u00e9voient de faire leurs achats<\/b><span style=\"font-weight: 400;\">, profitant comme chaque ann\u00e9e des promotions de Black Friday et Cyber Monday. C\u2019est \u00e9galement \u00e0 cette p\u00e9riode qu\u2019IAS enregistre un pic du volume des campagnes des retailers et de meilleurs taux de visibilit\u00e9. Aussi existe-t-il une opportunit\u00e9 pour les annonceurs de capter l\u2019attention des consommateurs avant et surtout pendant ce pic du mois de novembre.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h3><b>Pour consulter l\u2019\u00e9tude, remplissez le formulaire ci-dessous.<\/b><\/h3>\n<p><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS a r\u00e9alis\u00e9 une nouvelle \u00e9tude sur les intentions d\u2019achat des consommateurs europ\u00e9ens pour la p\u00e9riode de No\u00ebl et \u00e0 l\u2019approche du Black Friday.<\/p>\n","protected":false},"author":1,"featured_media":295743,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444,463],"tags":[],"class_list":["post-311931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","category-etudes"],"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>Achats de No\u00ebl : 67% des consommateurs trouvent les publicit\u00e9s utiles - 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\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Achats de No\u00ebl : 67% des consommateurs trouvent les publicit\u00e9s utiles\" \/>\n<meta property=\"og:description\" content=\"IAS a r\u00e9alis\u00e9 une nouvelle \u00e9tude sur les intentions d\u2019achat des consommateurs europ\u00e9ens pour la p\u00e9riode de No\u00ebl et \u00e0 l\u2019approche du Black Friday.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-07T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:24:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Holiday-Buying-FR-Email-Header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\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\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Achats de No\u00ebl : 67% des consommateurs trouvent les publicit\u00e9s utiles\",\"datePublished\":\"2020-10-07T04:00:00+00:00\",\"dateModified\":\"2023-08-30T13:24:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/\"},\"wordCount\":609,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/achats-de-noel-67-des-consommateurs-trouvent-les-publicites-utiles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Holiday-Buying-FR-Email-Header.jpg\",\"articleSection\":[\"Analyses\",\"Brand Safety &amp; 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