{"id":327825,"date":"2016-07-12T04:00:00","date_gmt":"2016-07-12T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-white-paper-ipg-mediabrands-fr-and-integral-ad-science\/"},"modified":"2025-05-21T08:52:26","modified_gmt":"2025-05-21T08:52:26","slug":"france-white-paper-ipg-mediabrands-fr-and-integral-ad-science","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/jp\/news\/france-white-paper-ipg-mediabrands-fr-and-integral-ad-science\/","title":{"rendered":"France | White Paper \u2013 IPG Mediabrands FR and Integral Ad Science"},"content":{"rendered":"<div class=\"post-main container-outer\">\n<p>July 12th, 2016 \u2013 White Paper from IPG Mediabrands France and Integral Ad Science to research Viewability and advertising recall. How does viewability impact advertising effectiveness?<\/p>\n<p>\u201cIPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient aujourd\u2019hui en France leur livre blanc \u00ab Visibilit\u00e9 et attention publicitaire \u00bb.<\/p>\n<p>Cette \u00e9tude, men\u00e9e aupr\u00e8s d\u2019un panel repr\u00e9sentatif de pr\u00e8s de 10 000 internautes am\u00e9ricains, mesure l\u2019efficacit\u00e9 publicitaire en croisant 8 variables : la dur\u00e9e de visibilit\u00e9, la surface d\u2019exposition \u00e0 la publicit\u00e9, le format publicitaire, le secteur d\u2019activit\u00e9 de la marque, l\u2019emplacement du logo, la pr\u00e9sence de son, l\u2019encombrement publicitaire et son contexte.<\/p>\n<p>L\u2019objectif de ce travail ? Apporter des \u00e9l\u00e9ments de r\u00e9flexion concrets sur des questions r\u00e9currentes relatives \u00e0 l\u2019impact de la visibilit\u00e9 sur l\u2019efficacit\u00e9 publicitaire.<\/p>\n<p>Au-del\u00e0 des donn\u00e9es chiffr\u00e9es et de leur analyse, le Livre Blanc \u00ab Visibilit\u00e9 et attention publicitaire \u00bb d\u2019IPG Mediabrands tire \u00e9galement de ces enseignements des r\u00e8gles \u00e0 suivre pour atteindre un meilleur retour sur investissement, m\u00eame si les publicit\u00e9s ne sont pas totalement visibles. Il s\u2019agira par exemple de favoriser les supports publicitaires o\u00f9 l\u2019encombrement est faible pour maximiser le souvenir du message et de la publicit\u00e9 ; ou encore de privil\u00e9gier les espaces publicitaires o\u00f9 le son est susceptible d\u2019\u00eatre \u00ab on \u00bb pour les formats vid\u00e9o, puisqu\u2019un son audible augmente de 175% le souvenir publicitaire des publicit\u00e9s en dessous des normes MRC.<\/p>\n<p>Pour Thomas Jamet, CEO d\u2019IPG Mediabrands : \u00ab La visibilit\u00e9 est une m\u00e9trique qui cohabite avec les strat\u00e9gies cr\u00e9atives et le ciblage pour d\u00e9livrer les prestations les plus adapt\u00e9es et redonner de la valeur \u00e0 l\u2019\u00e9change. Am\u00e9liorer sa compr\u00e9hension est un enjeu pour de bonnes pratiques et plus de Yann Le Roux, DG France d\u2019Integral Ad Science, ajoute : \u00ab Ce livre blanc exceptionnel est le premier \u00e0 relier visibilit\u00e9 et ROI de mani\u00e8re scientifique. Il apporte des r\u00e9ponses claires quant \u00e0 la mani\u00e8re dont la visibilit\u00e9 et la qualit\u00e9 d\u2019exposition publicitaire affectent l\u2019objectif des campagnes. \u00bb<\/p>\n<p>A propos d\u2019IPG Mediabrands France IPG Mediabrands est la filiale m\u00e9dia d&#8217;Interpublic Group (NYSE: IPG), charg\u00e9e de valoriser et d\u2019optimiser les investissements m\u00e9dias de ses clients. En France IPG Mediabrands regroupe les agences media Initiative et UM, qui accompagnent les clients dans toutes leurs strat\u00e9gies marketing et publicitaires.<\/p>\n<p>Les entit\u00e9s de IPG Mediabrands nous permettent d&#8217;intervenir sur l\u2019int\u00e9gralit\u00e9 des probl\u00e9matiques de communication : La e-performance et le brand content avec l\u2019agence digitale MAP.\u201d<\/p>\n<p>The full report can be found here.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>July 12th, 2016 \u2013 White Paper from IPG Mediabrands France and Integral Ad Science to research Viewability and advertising recall. How does viewability impact advertising effectiveness? \u201cIPG Mediabrands (agences Initiatives, UM, Cadreon) et Integral Ad Science publient aujourd\u2019hui en France&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-327825","portfolio","type-portfolio","status-publish","hentry"],"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>France | White Paper \u2013 IPG Mediabrands FR and Integral Ad Science - 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\/jp\/news\/france-white-paper-ipg-mediabrands-fr-and-integral-ad-science\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | White Paper \u2013 IPG Mediabrands FR and Integral Ad Science\" \/>\n<meta property=\"og:description\" content=\"July 12th, 2016 \u2013 White Paper from IPG Mediabrands France and Integral Ad Science to research Viewability and advertising recall. 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