{"id":312002,"date":"2022-07-25T10:30:29","date_gmt":"2022-07-25T10:30:29","guid":{"rendered":"https:\/\/integralads.com\/insider\/danone-brand-suitability-et-publicite-responsable-grace-au-contexte\/"},"modified":"2023-08-30T12:44:50","modified_gmt":"2023-08-30T12:44:50","slug":"danone-brand-suitability-et-publicite-responsable-grace-au-contexte","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/danone-brand-suitability-et-publicite-responsable-grace-au-contexte\/","title":{"rendered":"Danone : Brand suitability et publicit\u00e9 responsable gr\u00e2ce au contexte"},"content":{"rendered":"\n<p>Assurer une communication responsable et construire des relations de confiance avec ses consommateurs et partenaires sont des \u00e9l\u00e9ments cruciaux pour Danone. C\u2019est dans ce contexte que la marque cherche \u00e0 <strong>renforcer le contr\u00f4le sur la diffusion de ses campagnes m\u00e9dia online<\/strong> et le contexte adjacent \u00e0 ses publicit\u00e9s , tout en respectant les objectifs de performance.&nbsp;<\/p>\n\n\n\n<p><strong>Thibaud Rivals<\/strong>, <strong>Senior digital &amp; media manager, Danone, <\/strong>d\u00e9voile la nouvelle strat\u00e9gie de Brand Safety et Brand Suitability \u00e9labor\u00e9e en 2021, en partenariat avec iProspect et Integral Ad Science, pour r\u00e9pondre aux besoins de la Marque et s\u00e9lectionner des contextes pertinents. Dans ce case study, il nous d\u00e9taille les \u00e9tapes n\u00e9cessaires \u00e0 la mise en place d\u2019un dispositif de Brand Suitability et les principaux r\u00e9sultats obtenus.<\/p>\n\n\n\n<p>A la place des listes d\u2019exclusion de mots cl\u00e9s,<strong> la nouvelle approche se base sur des segments sectoriels et th\u00e9matiques<\/strong> pour \u00e9viter les contenus qui ne sont pas pertinents pour la marque,<strong> une protection sp\u00e9cifique de la marque Danone<\/strong> (et de ses marques produits) qui est combin\u00e9e avec l\u2019exclusion des contenus au sentiment n\u00e9gatif, <strong>et une analyse compl\u00e8te de chaque page<\/strong>, par un moteur d\u2019analyse s\u00e9mantique, ce qui permet de comprendre le v\u00e9ritable sens du contenu.<\/p>\n\n\n\n<p>Cette strat\u00e9gie contextuelle a permis \u00e0 Danone et \u00e0 son Agence d\u2019am\u00e9liorer la protection de la marque sans d\u00e9grader le pourcentage d\u2019impressions conformes, avec <strong>moins de 5% des impressions consid\u00e9r\u00e9es comme non-Brand Safe ou non Brand-Suitable<\/strong>. De plus, cette strat\u00e9gie contextuelle n&#8217;impacte ni les volumes ni les co\u00fbts, et permet de <strong>maintenir les niveaux de performance et de conversion<\/strong>. Avoir une approche responsable ne repr\u00e9sente pas un co\u00fbt additionnel et reste synonyme de performance.<\/p>\n\n\n\n<p>Pour en savoir plus, consultez le case study.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Assurer une communication responsable et construire des relations de confiance avec ses consommateurs et partenaires sont des \u00e9l\u00e9ments cruciaux pour Danone. C\u2019est dans ce contexte que la marque cherche \u00e0 renforcer le contr\u00f4le sur la diffusion de ses campagnes m\u00e9dia&#8230;<\/p>\n","protected":false},"author":1,"featured_media":312003,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,450],"tags":[],"class_list":["post-312002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-case-studies-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>Danone : Brand suitability et publicit\u00e9 responsable gr\u00e2ce au contexte - 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\/danone-brand-suitability-et-publicite-responsable-grace-au-contexte\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danone : Brand suitability et publicit\u00e9 responsable gr\u00e2ce au contexte\" \/>\n<meta property=\"og:description\" content=\"Assurer une communication responsable et construire des relations de confiance avec ses consommateurs et partenaires sont des \u00e9l\u00e9ments cruciaux pour Danone. 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