{"id":312018,"date":"2022-11-29T09:00:35","date_gmt":"2022-11-29T09:00:35","guid":{"rendered":"https:\/\/integralads.com\/insider\/nouvelle-etude-ias-mediametrie\/"},"modified":"2023-08-30T12:41:23","modified_gmt":"2023-08-30T12:41:23","slug":"nouvelle-etude-ias-mediametrie","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/nouvelle-etude-ias-mediametrie\/","title":{"rendered":"Nouvelle \u00e9tude IAS &#038; M\u00e9diam\u00e9trie"},"content":{"rendered":"\n<p>L\u2019intensit\u00e9 du contact vid\u00e9o impacte significativement les performances des campagnes vid\u00e9o en ligne<\/p>\n\n\n\n<p>Selon la nouvelle \u00e9tude d\u2019IAS et de M\u00e9diam\u00e9triede compl\u00e9tion \u00e0 100% impacte positivement les indicateurs d\u2019efficacit\u00e9 des campagnes, notamment l\u2019image de marque, les intentions d\u2019achat et la recommandation.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 un nouveau dispositif de mesure de la dur\u00e9e d\u2019exposition d\u2019une campagne, Integral Ad Science (IAS) et M\u00e9diam\u00e9trie ont mesur\u00e9 la corr\u00e9lation entre intensit\u00e9 d\u2019exposition d\u2019une campagne vid\u00e9o et efficacit\u00e9. L\u2019analyse des KPIs d\u2019efficacit\u00e9 des campagnes s&#8217;inscrit \u00e9galement dans un contexte o\u00f9 le focus se porte sur l\u2019approche custom. Pour cette \u00e9tude, 11 combinaisons d\u2019intensit\u00e9 et plus de 50 millions d\u2019impressions ont \u00e9t\u00e9 mesur\u00e9es par les experts d\u2019IAS et de M\u00e9diam\u00e9trie, coupl\u00e9es \u00e0 des interviews Online men\u00e9es aupr\u00e8s de 1260 individus. Elle a \u00e9t\u00e9 men\u00e9e en France sur les campagnes de 4 annonceurs majeurs : SFR, EDF, Leclerc et Soci\u00e9t\u00e9 G\u00e9n\u00e9rale, en partenariat avec leurs agences Arena Media, Havas Media, OMD et iProspect.<\/p>\n\n\n\n<p>Pour conna\u00eetre tous les d\u00e9tails et les conclusions de l&#8217;\u00e9tude, <strong>t\u00e9l\u00e9chargez maintenant l&#8217;\u00e9tude compl\u00e8te<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019intensit\u00e9 du contact vid\u00e9o impacte significativement les performances des campagnes vid\u00e9o en ligne Selon la nouvelle \u00e9tude d\u2019IAS et de M\u00e9diam\u00e9triede compl\u00e9tion \u00e0 100% impacte positivement les indicateurs d\u2019efficacit\u00e9 des campagnes, notamment l\u2019image de marque, les intentions d\u2019achat et la&#8230;<\/p>\n","protected":false},"author":1,"featured_media":312019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,442,448,475],"tags":[],"class_list":["post-312018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-ressources","category-visibilite","category-webinars-videos-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>Nouvelle \u00e9tude IAS &amp; 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