{"id":311932,"date":"2020-11-10T05:00:00","date_gmt":"2020-11-10T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\/"},"modified":"2023-08-30T13:22:23","modified_gmt":"2023-08-30T13:22:23","slug":"un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\/","title":{"rendered":"Un contenu \u00e0 tonalit\u00e9 positive augmente de +93% l&#8217;agr\u00e9ment d&#8217;une publicit\u00e9"},"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;\">Imaginez que vous lisiez un article sur l\u2019augmentation du taux de ch\u00f4mage, et que vous voyiez \u00e0 c\u00f4t\u00e9 une publicit\u00e9 pour une voiture de luxe. Ou que vous consultiez un article sur les possibles dangers de la 5G et que vous voyiez appara\u00eetre sur cette page la publicit\u00e9 d\u2019un op\u00e9rateur t\u00e9l\u00e9com. Vous vous diriez sans doute que ces publicit\u00e9s sont en d\u00e9calage par rapport au contenu que vous lisez dans le premier cas et vous pourriez associer, dans le 2\u00e8me cas, l\u2019op\u00e9rateur aux potentiels m\u00e9faits de la 5G ?&nbsp;<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et vous ne seriez pas les seuls \u00e0 le penser. En effet, selon le nouvelle \u00e9tude IAS \u00ab La puissance du contexte \u00bb, <\/span><b>70% des consommateurs trouvent qu&#8217;il est important que les publicit\u00e9s qu\u2019ils voient soient pertinentes par rapport au contenu qu\u2019ils sont en train de consulter.<\/b><span style=\"font-weight: 400;\"> Et 72% d\u00e9clarent que la tonalit\u00e9 &#8211; positive, neutre ou n\u00e9gative &#8211; du contenu qu\u2019ils consultent influence leur perception de la publicit\u00e9 et de la marque pr\u00e9sentes sur la page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans cette nouvelle \u00e9tude, IAS analyse l\u2019impact du contexte de diffusion d\u2019une publicit\u00e9, et de sa tonalit\u00e9 g\u00e9n\u00e9rale sur la perception qu\u2019ont les consommateurs d\u2019une publicit\u00e9. Il en ressort que :<\/span><\/p>\n<ul>\n<li><b>Une publicit\u00e9 diffus\u00e9e pr\u00e8s d\u2019un contenu \u00e0 tonalit\u00e9 positive impacte favorablement les consommateurs<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Lorsqu&#8217;on leur pr\u00e9sente des exemples de publicit\u00e9s et de contenus, les consommateurs sont plus r\u00e9ceptifs de +80% aux publicit\u00e9s diffus\u00e9es aux c\u00f4t\u00e9s de titres ou de contenus positifs ou neutres. Ils sont \u00e9galement plus favorables aux marques (+93%) et ils m\u00e9morisent davantage les publicit\u00e9s.<\/span><\/p>\n<ul>\n<li><b>A l\u2019inverse, la diffusion d\u2019une publicit\u00e9 pr\u00e8s d\u2019un contenu \u00e0 tonalit\u00e9 n\u00e9gative a un impact n\u00e9gatif sur tous les indicateurs<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Une publicit\u00e9 pr\u00e8s d\u2019un contenu \u00e0 tonalit\u00e9 n\u00e9gative entra\u00eene notamment un agr\u00e9ment moindre de la marque (-39%) et une moindre r\u00e9ceptivit\u00e9 \u00e0 la publicit\u00e9 (-30%).<\/span><\/p>\n<ul>\n<li><b>Les contenus positifs li\u00e9s au coronavirus et diffus\u00e9s sur des sites de qualit\u00e9 sont \u00e9galement mieux per\u00e7us<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">41% des consommateurs sont plus r\u00e9ceptifs \u00e0 une publicit\u00e9 plac\u00e9e pr\u00e8s d\u2019un contenu li\u00e9 au coronavirus si elle est vue sur une source d&#8217;information premium et reconnue.<\/span><\/p>\n<ul>\n<li><b>Les consommateurs souhaitent voir les publicit\u00e9s dans des contextes pertinents<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">56% des consommateurs ont une opinion plus favorable des marques diffusant leurs publicit\u00e9s dans un contenu pertinent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans le contexte actuel de reconfinement, et en pleine p\u00e9riode d\u2019achats de No\u00ebl, la publicit\u00e9 digitale est plus importante que jamais pour les marques. Pour toucher efficacement les consommateurs, elles doivent cibler le bon contexte et la bonne tonalit\u00e9 de contenu.<\/span><\/p>\n<h3><b>T\u00e9l\u00e9chargez l\u2019\u00e9tude pour d\u00e9couvrir tous les r\u00e9sultats.<\/b><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>72% des consommateurs d\u00e9clarent que la tonalit\u00e9 &#8211; positive, neutre  ou n\u00e9gative &#8211; du contenu qu\u2019ils consultent influence leur perception de la publicit\u00e9 et de la marque pr\u00e9sentes sur la page.<\/p>\n","protected":false},"author":1,"featured_media":296059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,444,472,485],"tags":[],"class_list":["post-311932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-brand-safety-suitability-fr","category-ciblage-contextuel","category-featured-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Un contenu \u00e0 tonalit\u00e9 positive augmente de +93% l&#039;agr\u00e9ment d&#039;une publicit\u00e9 - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"IAS analyse l\u2019impact du contexte de diffusion d\u2019une publicit\u00e9 sur la perception qu\u2019ont les consommateurs d\u2019une publicit\u00e9\" \/>\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\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un contenu \u00e0 tonalit\u00e9 positive augmente de +93% l&#039;agr\u00e9ment d&#039;une publicit\u00e9\" \/>\n<meta property=\"og:description\" content=\"IAS analyse l\u2019impact du contexte de diffusion d\u2019une publicit\u00e9 sur la perception qu\u2019ont les consommateurs d\u2019une publicit\u00e9\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-10T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:22:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Un contenu \u00e0 tonalit\u00e9 positive augmente de +93% l&#8217;agr\u00e9ment d&#8217;une publicit\u00e9\",\"datePublished\":\"2020-11-10T05:00:00+00:00\",\"dateModified\":\"2023-08-30T13:22:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\\\/\"},\"wordCount\":479,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/un-contenu-a-tonalite-positive-augmente-de-93-lagrement-dune-publicite\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/insider-image-template-Recovered-01-2.png\",\"articleSection\":[\"Analyses\",\"Brand Safety &amp; 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