{"id":347149,"date":"2026-06-04T13:29:59","date_gmt":"2026-06-04T13:29:59","guid":{"rendered":"https:\/\/integralads.com\/?p=347149"},"modified":"2026-06-04T15:31:20","modified_gmt":"2026-06-04T15:31:20","slug":"comment-stellantis-transforme-lattention-en-avantage-concurrentiel","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/","title":{"rendered":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\" id=\"h-dans-un-environnement-mediatique-sature-capter-l-attention-ne-suffit-plus\"><strong>Dans un environnement m\u00e9diatique satur\u00e9, capter l\u2019attention ne suffit plus<\/strong><\/h4>\n\n\n\n<p>L\u2019achat d\u2019un v\u00e9hicule est l\u2019une des d\u00e9cisions les plus importantes pour les consommateurs. Dans un paysage publicitaire de plus en plus fragment\u00e9, atteindre une audience ne garantit plus \u00e0 lui seul la performance d\u2019une campagne. Pour mieux comprendre ce qui influence r\u00e9ellement la consid\u00e9ration et les r\u00e9sultats business, Stellantis s\u2019est associ\u00e9 \u00e0 Integral Ad Science (IAS) et \u00e0 son agence m\u00e9dia Publicis Media afin de placer la mesure de l\u2019attention au c\u0153ur de sa strat\u00e9gie m\u00e9dia.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-l-un-des-plus-vastes-programmes-de-mesure-de-l-attention-du-secteur\"><strong>L\u2019un des plus vastes programmes de mesure de l\u2019attention du secteur<\/strong><\/h4>\n\n\n\n<p>Pour soutenir cette initiative, IAS Quality Attention\u2122 a \u00e9t\u00e9 d\u00e9ploy\u00e9 sur les campagnes web de Stellantis \u00e0 travers un vaste programme de test et d\u2019optimisation lanc\u00e9 en 2024. Men\u00e9 \u00e0 l\u2019\u00e9chelle mondiale pendant plus de six mois et jusqu\u2019\u00e0 18 mois sur des march\u00e9s cl\u00e9s comme la France ce programme a permis de constituer une base d\u2019analyse sans pr\u00e9c\u00e9dent.<br><\/p>\n\n\n\n<p>Ce dispositif couvrait :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>19 pays<\/strong><\/li>\n\n\n\n<li>Plus de <strong>20 marques <\/strong>du groupe Stellantis<\/li>\n\n\n\n<li>Plus de<strong> 13 milliards d\u2019impressions mesur\u00e9es<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Ce d\u00e9ploiement \u00e0 grande \u00e9chelle a permis \u00e0 Stellantis de constituer l\u2019un des ensembles de donn\u00e9es d\u2019attention les plus riches et les plus diversifi\u00e9s de l\u2019industrie, ouvrant la voie \u00e0 une meilleure compr\u00e9hension de l\u2019impact de l\u2019attention sur l\u2019efficacit\u00e9 m\u00e9dia et les r\u00e9sultats business.<br>Plut\u00f4t que de consid\u00e9rer l\u2019attention comme un simple indicateur de campagne, Stellantis, Publicis Media et IAS ont construit une feuille de route strat\u00e9gique compl\u00e8te reposant sur :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Une mesure continue de l\u2019attention sur les environnements m\u00e9dias \u00e9ligibles<\/li>\n\n\n\n<li>Des analyses approfondies aux niveaux mondial et local<\/li>\n\n\n\n<li>Des \u00e9tudes qualitatives et quantitatives d\u00e9di\u00e9es<\/li>\n\n\n\n<li>Des croisements avec les principaux indicateurs de qualit\u00e9 m\u00e9dia, notamment la visibilit\u00e9, la fraude publicitaire et la brand suitability<\/li>\n\n\n\n<li>Des programmes de formation et d\u2019accompagnement permettant aux \u00e9quipes d\u2019int\u00e9grer l\u2019attention dans leurs processus de planification et d\u2019optimisation m\u00e9dia<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-comment-les-enseignements-lies-a-l-attention-ont-permis-d-ameliorer-la-performance-media-a-l-echelle-mondiale\"><strong>Comment les enseignements li\u00e9s \u00e0 l\u2019attention ont permis d\u2019am\u00e9liorer la performance m\u00e9dia \u00e0 l\u2019\u00e9chelle mondiale<\/strong><\/h4>\n\n\n\n<p>Les analyses ont r\u00e9v\u00e9l\u00e9 que les facteurs qui influencent l\u2019attention varient fortement selon les march\u00e9s et les environnements m\u00e9dias.<br>Par exemple :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aux \u00c9tats-Unis<\/strong>, la composante de visibilit\u00e9 publicitaire appara\u00eet comme \u00e9tant le principal g\u00e9n\u00e9rateur d\u2019attention<\/li>\n\n\n\n<li><strong>En Europe<\/strong>, c\u2019est la diffusion de formats dans des contextes peu encombr\u00e9s qui a le plus d\u2019impact sur l\u2019atteinte d\u2019un score d\u2019attention \u00e9lev\u00e9<\/li>\n<\/ul>\n\n\n\n<p>Ces enseignements ont permis \u00e0 Publicis Media d\u2019affiner ses strat\u00e9gies d\u2019optimisation march\u00e9 par march\u00e9, en int\u00e9grant l\u2019attention aux c\u00f4t\u00e9s des indicateurs m\u00e9dia traditionnels afin d\u2019adopter une approche plus globale de la performance.<br><\/p>\n\n\n\n<p>Stellantis a ainsi pu faire \u00e9voluer ses strat\u00e9gies d\u2019allocation m\u00e9dia avec davantage de pr\u00e9cision :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les environnements &#8220;<strong>low attention<\/strong>&#8221; sont utilis\u00e9s pour les <strong>campagnes bas de funnel<\/strong>, o\u00f9 la <strong>r\u00e9p\u00e9tition<\/strong> et la <strong>simplicit\u00e9 du message<\/strong> sont cl\u00e9s, tout en b\u00e9n\u00e9ficiant de <strong>CPM plus comp\u00e9titifs<\/strong>.<\/li>\n\n\n\n<li>Les environnements &#8220;<strong>high attention<\/strong>&#8221; sont, eux, r\u00e9serv\u00e9s aux <strong>activations strat\u00e9giques<\/strong> n\u00e9cessitant un <strong>engagement fort<\/strong> et une <strong>mise en avant des USP produits<\/strong>, \u00e0 travers des <strong>cr\u00e9ations enrichies<\/strong> et immersives.<\/li>\n<\/ul>\n\n\n\n<p>Le programme a \u00e9galement permis de mettre en place un mod\u00e8le d\u2019optimisation continue visant \u00e0 am\u00e9liorer durablement les performances d\u2019attention, plut\u00f4t que de consid\u00e9rer cette m\u00e9trique comme une mesure ponctuelle.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-demontrer-l-impact-business-de-l-attention\"><strong>D\u00e9montrer l\u2019impact business de l\u2019attention<\/strong><\/h4>\n\n\n\n<p>Bien que ce programme s&#8217;inscrit dans le temps, son approche demeure aujourd\u2019hui une v\u00e9ritable r\u00e9f\u00e9rence pour l\u2019industrie. R\u00e9compens\u00e9e \u00e0 plusieurs reprises, il illustre <strong>une nouvelle g\u00e9n\u00e9ration de strat\u00e9gie m\u00e9dia<\/strong>, o\u00f9 la <strong>mesure de l\u2019attention<\/strong> devient un <strong>levier strat\u00e9gique global<\/strong>, soutenu par la <strong>donn\u00e9e, la science et l\u2019op\u00e9rationnalisation locale<\/strong>.<br><\/p>\n\n\n\n<p>&nbsp;Une approche \u00e0 la fois <strong>innovante, structur\u00e9e et actionnable<\/strong>, qui fait de Stellantis un <strong>pr\u00e9curseur dans la mise en pratique de la publicit\u00e9 pilot\u00e9e par l\u2019attention<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>+<strong>165 % d\u2019engagement <\/strong>sur les inventaires g\u00e9n\u00e9rant une forte attention<\/li>\n\n\n\n<li><strong>+33 % de m\u00e9morisation publicitaire<\/strong> aupr\u00e8s des audiences cibles, selon une \u00e9tude men\u00e9e par Dynata<\/li>\n<\/ul>\n\n\n\n<p>Plusieurs <strong>phases d\u2019\u00e9tudes qualitatives et quantitatives<\/strong> ont \u00e9t\u00e9 int\u00e9gr\u00e9es au dispositif afin d\u2019enrichir la compr\u00e9hension des dynamiques d\u2019attention, aussi bien sur les leviers <strong>haut de funnel<\/strong> (visibilit\u00e9, engagement, m\u00e9morisation) que <strong>bas de funnel<\/strong> (clics, visites, leads).<\/p>\n\n\n\n<p>Cette initiative a par ailleurs permis \u00e0 Stellantis d\u2019\u00e9tablir ses propres benchmarks d\u2019attention par march\u00e9 et par type de campagne, cr\u00e9ant ainsi les fondations d\u2019un cadre mondial \u00e9volutif et reproductible.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-sans-mesure-on-navigue-a-vue\"><strong>\u00abSans mesure, on navigue \u00e0 vue.\u00bb<\/strong><\/h4>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cSans mesure, on navigue \u00e0 vue. Or nos investissements m\u00e9dias doivent \u00eatre toujours plus efficaces et rentables. En comprendre leur impact r\u00e9el est crucial pour nous. C\u2019est ce que nous avons cherch\u00e9 \u00e0 faire avec les solutions d\u2019IAS qui vont plus loin que la mesure traditionnelle. L\u2019attention publicitaire est un enjeu cl\u00e9, refl\u00e9tant une vraie tendance vers la recherche de nouveaux signaux efficaces. Pour adopter durablement ce KPI, nous avons eu besoin de preuve.<br><\/em><\/p>\n\n\n\n<p><em>Travailler avec Publicis et IAS a \u00e9t\u00e9 essentiel. Avec Quality Attention\u2122, nous avons obtenu des r\u00e9sultats tr\u00e8s positifs full-funnel, valid\u00e9 par 2 \u00e9tudes \u00e0 tr\u00e8s grande \u00e9chelle, une brand lift et une performance Impact, d\u00e9montrant l\u2019efficacit\u00e9 de ce nouveau KPI.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>&#8211; <strong><em>Alix Tanniou, Media Manager, Peugeot France<\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-decouvrez-la-strategie-d-attention-de-stellantis-dans-son-integralite\"><strong>D\u00e9couvrez la strat\u00e9gie d\u2019attention de Stellantis dans son int\u00e9gralit\u00e9<\/strong><\/h4>\n\n\n\n<p>Vous souhaitez en savoir plus sur la m\u00e9thodologie, le cadre strat\u00e9gique et les r\u00e9sultats obtenus dans le cadre de cette initiative mondiale ?<br>T\u00e9l\u00e9chargez l\u2019\u00e9tude de cas compl\u00e8te pour d\u00e9couvrir comment l\u2019optimisation pilot\u00e9e par l\u2019attention contribue \u00e0 transformer les strat\u00e9gies de performance m\u00e9dia \u00e0 grande \u00e9chelle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans un environnement m\u00e9diatique satur\u00e9, capter l\u2019attention ne suffit plus L\u2019achat d\u2019un v\u00e9hicule est l\u2019une des d\u00e9cisions les plus importantes pour les consommateurs. Dans un paysage publicitaire de plus en plus fragment\u00e9, atteindre une audience ne garantit plus \u00e0 lui&#8230;<\/p>\n","protected":false},"author":59,"featured_media":347157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[450,467,463,485],"tags":[],"class_list":["post-347149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies-fr","category-efficacite-optimisation","category-etudes","category-featured-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Comment Stellantis transforme l\u2019attention en avantage concurrentiel - 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\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Stellantis transforme l\u2019attention en avantage concurrentiel\" \/>\n<meta property=\"og:description\" content=\"Dans un environnement m\u00e9diatique satur\u00e9, capter l\u2019attention ne suffit plus L\u2019achat d\u2019un v\u00e9hicule est l\u2019une des d\u00e9cisions les plus importantes pour les consommateurs. Dans un paysage publicitaire de plus en plus fragment\u00e9, atteindre une audience ne garantit plus \u00e0 lui...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-04T13:29:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-04T15:31:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.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=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"Comment Stellantis transforme l\u2019attention en avantage concurrentiel\",\"datePublished\":\"2026-06-04T13:29:59+00:00\",\"dateModified\":\"2026-06-04T15:31:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/\"},\"wordCount\":1019,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\",\"articleSection\":[\"Case Studies\",\"Efficacit\u00e9 &amp; Optimisation\",\"\u00c9tudes\",\"Featured\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/\",\"name\":\"Comment Stellantis transforme l\u2019attention en avantage concurrentiel - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\",\"datePublished\":\"2026-06-04T13:29:59+00:00\",\"dateModified\":\"2026-06-04T15:31:20+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\",\"width\":860,\"height\":860,\"caption\":\"Stellantis Publicis Quality Attention - Tile Image\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Comment Stellantis transforme l\u2019attention en avantage concurrentiel\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbb1eb8d41477c4193f06c013629e755\",\"name\":\"IAS Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g\",\"caption\":\"IAS Team\"},\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/author\\\/ias-team\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/","og_locale":"fr_FR","og_type":"article","og_title":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel","og_description":"Dans un environnement m\u00e9diatique satur\u00e9, capter l\u2019attention ne suffit plus L\u2019achat d\u2019un v\u00e9hicule est l\u2019une des d\u00e9cisions les plus importantes pour les consommateurs. Dans un paysage publicitaire de plus en plus fragment\u00e9, atteindre une audience ne garantit plus \u00e0 lui...","og_url":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/","og_site_name":"Integral Ad Science","article_published_time":"2026-06-04T13:29:59+00:00","article_modified_time":"2026-06-04T15:31:20+00:00","og_image":[{"width":860,"height":860,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png","type":"image\/png"}],"author":"IAS Team","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS Team","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/"},"author":{"name":"IAS Team","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755"},"headline":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel","datePublished":"2026-06-04T13:29:59+00:00","dateModified":"2026-06-04T15:31:20+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/"},"wordCount":1019,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png","articleSection":["Case Studies","Efficacit\u00e9 &amp; Optimisation","\u00c9tudes","Featured"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/","url":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/","name":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png","datePublished":"2026-06-04T13:29:59+00:00","dateModified":"2026-06-04T15:31:20+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png","width":860,"height":860,"caption":"Stellantis Publicis Quality Attention - Tile Image"},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/fr\/insider\/comment-stellantis-transforme-lattention-en-avantage-concurrentiel\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Comment Stellantis transforme l\u2019attention en avantage concurrentiel"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755","name":"IAS Team","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9f16c6f50650cad445307fb6d3f416dd3bd43e25c36941c0d50911615af841de?s=96&d=mm&r=g","caption":"IAS Team"},"url":"https:\/\/integralads.com\/fr\/insider\/author\/ias-team\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/347149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/comments?post=347149"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/347149\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media\/347157"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media?parent=347149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/categories?post=347149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/tags?post=347149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}