{"id":330106,"date":"2024-01-08T12:42:22","date_gmt":"2024-01-08T12:42:22","guid":{"rendered":"https:\/\/integralads.com\/?p=330106"},"modified":"2024-03-19T13:25:13","modified_gmt":"2024-03-19T13:25:13","slug":"rapport-ias-2024-industry-pulse","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/rapport-ias-2024-industry-pulse\/","title":{"rendered":"Rapport IAS : 2024 Industry Pulse"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-quelles-opportunites-publicitaires-en-2024\"><strong>Quelles opportunit\u00e9s publicitaires en 2024\u00a0?<\/strong><\/h2>\n\n\n\n<p>Dans son rapport annuel, IAS d\u00e9voile les principales tendances de la publicit\u00e9 en ligne pour 2024.&nbsp;<\/p>\n\n\n\n<p>En 2024, les responsables marketing pr\u00e9voient d&#8217;investir dans des environnements fiables, solides et innovants, tels que les r\u00e9seaux sociaux ou encore les plateformes vid\u00e9o. L\u2019importance donn\u00e9e aux pratiques m\u00e9dias responsables devient un enjeu prioritaire pour les marques, avec des placements publicitaires aux c\u00f4t\u00e9s de contenus en faveur du d\u00e9veloppement durable, d\u2019initiatives de diversit\u00e9, d\u2019\u00e9galit\u00e9 et d&#8217;inclusion, de l\u2019int\u00e9grit\u00e9 journalistique et d&#8217;autres contenus responsables.<\/p>\n\n\n\n<p>Chaque innovation apporte son lot de nouveaux d\u00e9fis en mati\u00e8re de qualit\u00e9 m\u00e9dia. Voici les principaux d\u00e9fis auxquels s\u2019attendre cette ann\u00e9e&nbsp;:&nbsp;<\/p>\n\n\n\n<p><strong>R\u00e9seaux sociaux et vid\u00e9o&nbsp;: Le plus grand d\u00e9fi de 2024<\/strong><\/p>\n\n\n\n<p>Les r\u00e9seaux sociaux,<strong> <\/strong>restent une priorit\u00e9 pour les experts m\u00e9dia en 2024 mais alors que le temps moyen pass\u00e9 sur les r\u00e9seaux se stabilise, ils se rapprochent dangereusement du point de saturation. Autre d\u00e9fi de taille, 68 % des experts m\u00e9dias affirment que la manque de transparence quant au niveau de qualit\u00e9 des impressions d\u00e9livr\u00e9es au sein des plateformes propri\u00e9taires aura un impact n\u00e9gatif sur leurs investissements. De plus, avec les \u00e9lections pr\u00e9sidentielles am\u00e9ricaines, pr\u00e8s de 7 experts sur 10 s\u2019attendent \u00e0 un risque accru de brand safety en raison de la prolif\u00e9ration des fake news.&nbsp;<\/p>\n\n\n\n<p><strong>Plateformes vid\u00e9o et de CTV&nbsp; &#8211; le nouvel eldorado des marques&nbsp;:&nbsp;<\/strong><\/p>\n\n\n\n<p>84 % des experts m\u00e9dia interrog\u00e9s s\u2019accordent \u00e0 dire que le transfert des budgets publicitaires de la t\u00e9l\u00e9vision lin\u00e9aire vers la CTV va s\u2019intensifier. Mais une proportion toute aussi importante s\u2019inqui\u00e8te de l\u2019augmentation des risques de fraude proportionnelle \u00e0 l\u2019effervescence de ces nouveaux canaux tr\u00e8s touch\u00e9s par le trafic frauduleux.&nbsp;<\/p>\n\n\n\n<p><strong>La qualit\u00e9 m\u00e9dia sera essentielle pour soutenir la croissance du Retail m\u00e9dia&nbsp;:<\/strong><\/p>\n\n\n\n<p>Le retail m\u00e9dia conna\u00eet une croissance fulgurante mais cette croissance est accompagn\u00e9e de nombreux d\u00e9fis tels que le manque de standardisation, la protection de la vie priv\u00e9e des consommateurs et la n\u00e9cessit\u00e9 d\u2019une plus grande transparence en ce qui concerne les performances publicitaires. Aussi, l\u2019assurance que les campagnes soient visibles, exemptes de fraude et dans un contexte qui ne nuit pas \u00e0 l\u2019image de la marque seront essentielles au succ\u00e8s des campagnes retail m\u00e9dia. Par ailleurs, pour 59 % des experts m\u00e9dias, le ciblage contextuel sera un \u00e9l\u00e9ment incontournable des indicateurs cl\u00e9s de performance des campagnes.&nbsp;<\/p>\n\n\n\n<p><strong>M\u00e9dias responsables :<\/strong> Alors que les responsables marketing sont conscients du risque accru de fake news, 74% des experts interrog\u00e9s d\u00e9clarent qu&#8217;ils privil\u00e9gieront des m\u00e9dias responsables pour leurs investissement publicitaires au cours des 12 prochains mois. Et, 55 % affirment que les annonceurs devront s\u2019assurer que leurs investissements publicitaires soutiennent des m\u00e9dias responsables.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quelles opportunit\u00e9s publicitaires en 2024\u00a0? Dans son rapport annuel, IAS d\u00e9voile les principales tendances de la publicit\u00e9 en ligne pour 2024.&nbsp; En 2024, les responsables marketing pr\u00e9voient d&#8217;investir dans des environnements fiables, solides et innovants, tels que les r\u00e9seaux sociaux&#8230;<\/p>\n","protected":false},"author":66,"featured_media":330125,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[463,485,449,470,468],"tags":[],"class_list":["post-330106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","category-featured-fr","category-mobile-et-applications","category-plateformes-proprietaires","category-tv-connectee-et-video"],"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>Rapport IAS : 2024 Industry Pulse - 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\/rapport-ias-2024-industry-pulse\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rapport IAS : 2024 Industry Pulse\" \/>\n<meta property=\"og:description\" content=\"Quelles opportunit\u00e9s publicitaires en 2024\u00a0? 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