{"id":311997,"date":"2022-06-27T12:58:33","date_gmt":"2022-06-27T12:58:33","guid":{"rendered":"https:\/\/integralads.com\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/"},"modified":"2023-08-30T12:46:27","modified_gmt":"2023-08-30T12:46:27","slug":"contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/","title":{"rendered":"L&#8217;impact d&#8217;un contexte pertinent sur l&#8217;attention et l&#8217;efficacit\u00e9 publicitaire"},"content":{"rendered":"<h2>L&#8217;\u0153il humain ne ment pas<\/h2>\n<p>La pertinence contextuelle est l&#8217;un des grands sujets du secteur publicitaire et nous comprenons clairement pourquoi. Dans un paysage num\u00e9rique qui ressemble \u00e0 une plaque tournante pour le contenu, le contexte peut \u00eatre la cl\u00e9 de la notori\u00e9t\u00e9 de votre marque. Pour le prouver, nous avons analys\u00e9 directement la corr\u00e9lation entre le contexte et l&#8217;attention des consommateurs. Dans le cadre de notre derni\u00e8re \u00e9tude, IAS s&#8217;est associ\u00e9 \u00e0 <a href=\"https:\/\/www.tobiipro.com\/\">Tobii Pro Insight<\/a> et <a href=\"https:\/\/www.hp.com\/us-en\/home.html\">HP<\/a> pour analyser le regard des consommateurs et \u00e9tudier comment les publicit\u00e9s HP sont per\u00e7ues lorsqu&#8217;elles sont diffus\u00e9es dans un contexte pertinent ou hors contexte. Nous avons compar\u00e9 l&#8217;efficacit\u00e9 d&#8217;une publicit\u00e9 HP avec deux environnements de contenu diff\u00e9rents pour voir comment l&#8217;attention et les r\u00e9sultats diff\u00e8rent entre les publicit\u00e9s display en contexte et hors contexte. Voici un aper\u00e7u de ce que nous avons d\u00e9couvert :<\/p>\n<ul>\n<li><strong>+14%:<\/strong> L&#8217;intention d&#8217;achat \u00e9tait 14% plus \u00e9lev\u00e9e chez les consommateurs qui ont vu la publicit\u00e9 en contexte<\/li>\n<\/ul>\n<ul>\n<li><strong>+5%:<\/strong> La publicit\u00e9 en contexte a g\u00e9n\u00e9r\u00e9 une plus grande pr\u00e9f\u00e9rence de la marque de +5%<\/li>\n<\/ul>\n<ul>\n<li><strong>4x: <\/strong>Lorsqu&#8217;ils sont expos\u00e9s \u00e0 une publicit\u00e9 en contexte, les consommateurs sont quatre fois plus susceptibles de se souvenir d&#8217;une marque, en notori\u00e9t\u00e9 spontan\u00e9e\u00a0<\/li>\n<\/ul>\n<p>Le contexte est puissant comme vous pouvez le constater. T\u00e9l\u00e9chargez l&#8217;\u00e9tude maintenant pour d\u00e9couvrir comment des publicit\u00e9s contextuelles pertinentes peuvent augmenter l&#8217;attention et l&#8217;efficacit\u00e9 publicitaires<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;\u0153il humain ne ment pas La pertinence contextuelle est l&#8217;un des grands sujets du secteur publicitaire et nous comprenons clairement pourquoi. Dans un paysage num\u00e9rique qui ressemble \u00e0 une plaque tournante pour le contenu, le contexte peut \u00eatre la cl\u00e9&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-311997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"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>L&#039;impact d&#039;un contexte pertinent sur l&#039;attention et l&#039;efficacit\u00e9 publicitaire - 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\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;impact d&#039;un contexte pertinent sur l&#039;attention et l&#039;efficacit\u00e9 publicitaire\" \/>\n<meta property=\"og:description\" content=\"L&#8217;\u0153il humain ne ment pas La pertinence contextuelle est l&#8217;un des grands sujets du secteur publicitaire et nous comprenons clairement pourquoi. Dans un paysage num\u00e9rique qui ressemble \u00e0 une plaque tournante pour le contenu, le contexte peut \u00eatre la cl\u00e9...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-27T12:58:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T12:46:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Context-and-Consumer-Eye-Tracking-Study-Insider-860x860-2-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"L&#8217;impact d&#8217;un contexte pertinent sur l&#8217;attention et l&#8217;efficacit\u00e9 publicitaire\",\"datePublished\":\"2022-06-27T12:58:33+00:00\",\"dateModified\":\"2023-08-30T12:46:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\"},\"wordCount\":252,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Context-and-Consumer-Eye-Tracking-Study-Insider-860x860-2-1.png\",\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\",\"url\":\"https:\/\/integralads.com\/fr\/insider\/contexte-publicitaire-et-attention-limpact-dun-contexte-pertinent-sur-lattention-et-lefficacite-publicitaire\/\",\"name\":\"L'impact d'un contexte pertinent sur l'attention et l'efficacit\u00e9 publicitaire - 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