{"id":334382,"date":"2024-07-31T08:56:50","date_gmt":"2024-07-31T08:56:50","guid":{"rendered":"https:\/\/integralads.com\/?p=334382"},"modified":"2024-12-06T09:04:07","modified_gmt":"2024-12-06T09:04:07","slug":"taking-action-on-attention-volume-ii","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/","title":{"rendered":"Prendre la mesure de l&#8217;attention : Volume II"},"content":{"rendered":"<p><style>\/*! elementor - v3.13.3 - 28-05-2023 *\/<br \/>\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><\/p>\n<h2>Quel est le lien entre attention et performance publicitaire ?<\/h2>\n<p id=\"h-examiner-l-impact-de-l-attention-sur-la-performance-publicitaire\">L&#8217;attention est un \u00e9l\u00e9ment crucial du paysage m\u00e9diatique actuel. Alors que les sp\u00e9cialistes du marketing s&#8217;efforcent de capter et de maintenir l&#8217;int\u00e9r\u00eat des consommateurs, les diff\u00e9rentes m\u00e9thodologies et indicateurs de mesure ne cessent d&#8217;\u00e9voluer. M\u00eame si la visibilit\u00e9 reste un rep\u00e8re fondamental, une approche holistique est n\u00e9cessaire pour obtenir des r\u00e9sultats probants en mati\u00e8re de mesure publicitaire.<\/p>\n<p>Afin d&#8217;appr\u00e9hender le lien entre performance et attention publicitaire, Integral Ad Science (IAS) a men\u00e9 des recherches approfondies en s&#8217;appuyant sur des milliards d&#8217;impressions et des millions de conversions.<\/p>\n<h2 style=\"font-size: var(--ias-h5-font-size); font-family: Outfit; white-space-collapse: collapse;\">T\u00e9l\u00e9chargez notre guide,\u00a0 pour d\u00e9couvrir :<\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li>En quoi la mesure de l&#8217;attention diff\u00e8re avec les autres types de mesure<\/li>\n\n\n\n<li>L&#8217;impact d&#8217;un score d&#8217;attention \u00e9lev\u00e9 sur le taux de conversion d&#8217;une campagne<\/li>\n\n\n\n<li>Le comportement des consommateurs et leur niveau d&#8217;interaction dans un environnement favorable \u00e0 l&#8217;attention<\/li>\n\n\n\n<li>Les strat\u00e9gies d&#8217;optimisation possible \u00e0 mettre en place<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Quel est le lien entre attention et performance publicitaire ? L&#8217;attention est un \u00e9l\u00e9ment crucial du paysage m\u00e9diatique actuel. Alors que les sp\u00e9cialistes du marketing s&#8217;efforcent de capter et de maintenir l&#8217;int\u00e9r\u00eat des consommateurs, les diff\u00e9rentes m\u00e9thodologies et indicateurs de&#8230;<\/p>\n","protected":false},"author":66,"featured_media":334032,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,485,459,442,1],"tags":[],"class_list":["post-334382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-featured-fr","category-livres-blancs","category-ressources","category-uncategorized"],"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>Prendre la mesure de l&#039;attention : Volume II - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Comment appr\u00e9hender une nouvelle mesure comme l&#039;attention au sein un paysage m\u00e9dia satur\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\/taking-action-on-attention-volume-ii\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prendre la mesure de l&#039;attention : Volume II\" \/>\n<meta property=\"og:description\" content=\"Comment appr\u00e9hender une nouvelle mesure comme l&#039;attention au sein un paysage m\u00e9dia satur\u00e9 ?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-31T08:56:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-06T09:04:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/07\/Attention-White-Paper-Volume-II-Insider-Tile-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=\"VANESSA GRENIER\" \/>\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=\"VANESSA GRENIER\" \/>\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\/taking-action-on-attention-volume-ii\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/\"},\"author\":{\"name\":\"VANESSA GRENIER\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/d91a2fc9b8c61a7f44dbe68619105c42\"},\"headline\":\"Prendre la mesure de l&#8217;attention : Volume II\",\"datePublished\":\"2024-07-31T08:56:50+00:00\",\"dateModified\":\"2024-12-06T09:04:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/\"},\"wordCount\":171,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/07\/Attention-White-Paper-Volume-II-Insider-Tile-1.png\",\"articleSection\":[\"Analyses\",\"Featured\",\"Livres Blancs\",\"Ressources\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/\",\"url\":\"https:\/\/integralads.com\/fr\/insider\/taking-action-on-attention-volume-ii\/\",\"name\":\"Prendre la mesure de l'attention : Volume II - 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