{"id":311920,"date":"2020-05-27T04:00:00","date_gmt":"2020-05-27T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/barometre-qualite-media-s2-2019-enseignements-cles\/"},"modified":"2024-11-13T10:51:26","modified_gmt":"2024-11-13T10:51:26","slug":"barometre-qualite-media-s2-2019-enseignements-cles","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/barometre-qualite-media-s2-2019-enseignements-cles\/","title":{"rendered":"Barom\u00e8tre de la Qualit\u00e9 M\u00e9dia : Enseignements cl\u00e9s du S2 2019"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><em><span style=\"font-weight: 400;\">Le barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS s\u2019appuie sur la mesure de plus d\u2019un milliard d\u2019impressions chaque jour pour apporter au march\u00e9 des indicateurs cl\u00e9s sur la performance des campagnes publicitaires digitales dans le monde. Cela permet aux acheteurs et aux vendeurs d\u2019espaces publicitaires d\u2019\u00e9valuer la qualit\u00e9 de leurs campagnes et inventaires par rapport \u00e0 nos benchmarks, selon le pays, l&#8217;environnement et le format publicitaires.\u00a0<\/span><\/em><\/span><\/span><\/span><\/span><\/p>\n<p><strong>Voici les enseignements cl\u00e9s de ce barom\u00e8tre du 2\u00e8me semestre 2019 pour la France :<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>La publicit\u00e9 mobile in-app atteint une visibilit\u00e9 proche du desktop<\/strong> avec 63,6% d\u2019impressions display visibles en environnement in-app contre 67,9% sur desktop.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La visibilit\u00e9 des publicit\u00e9s mobiles in-app enregistre ainsi une forte progression en un an : <strong>+17 points par rapport au second semestre 2018<\/strong> o\u00f9 moins d\u2019une impression sur deux \u00e9tait visible (46,6%).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Le desktop semble atteindre une certaine maturit\u00e9 en France en termes de visibilit\u00e9<\/strong> avec une croissance plus faible en comparaison des semestres pr\u00e9c\u00e9dents.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>L<\/strong><span style=\"font-weight: 400;\"><strong>e risque Brand Safety reste \u00e0 un niveau \u00e9lev\u00e9<\/strong> au 2<\/span><span style=\"font-weight: 400;\">\u00e8me<\/span><span style=\"font-weight: 400;\"> semestre 2019, de l\u2019ordre de 7% \u00e0 8% selon le format et le device, soit plus de 2 points au-dessus de la moyenne mondiale.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">En France, les campagnes filtrant les impressions frauduleuses affichent des taux de fraude faibles, compris entre 0,6% et 1,6% selon l\u2019environnement et le format.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mais <strong>le risque de fraude reste \u00e9lev\u00e9 sur les campagnes ne bloquant pas ces impressions frauduleuses<\/strong>, pouvant toucher jusqu\u2019\u00e0 13% des impressions publicitaires.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ces derniers r\u00e9sultats montrent qu\u2019au-del\u00e0 de la mesure, il est ainsi essentiel pour une marque de prot\u00e9ger son image et ses publicit\u00e9s des contenus non-brand safe et frauduleux. Pour cela, plusieurs solutions s\u2019offrent aux annonceurs :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Activer une <a href=\"\/fr\/insider\/quelle-solution-pour-lutter-contre-la-fraude-et-le-risque-brand-safety\/\">solution de Blocking<\/a><\/strong><span style=\"font-weight: 400;\">, permettant d\u2019emp\u00eacher la diffusion de publicit\u00e9s sur des impressions frauduleuses ou dans des contextes risqu\u00e9s pour la marque.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>D\u00e9finir un profil contextuel de la marque<\/strong> (\u201cbrand suitability\u201d &#8211; <\/span><a href=\"https:\/\/integralads.com\/fr\/insider\/livre-blanc-brand-suitability-et-covid-19\/\"><span style=\"font-weight: 400;\">Voir livre blanc<\/span><\/a><span style=\"font-weight: 400;\">) afin de cibler les contextes les plus pertinents et appropri\u00e9s sans bloquer des mots-cl\u00e9s ni r\u00e9duire la couverture de ses campagnes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Quantifier le co\u00fbt des impressions perdues<\/strong> (frauduleuses, non brand-safe ou non visibles) par DSP et SSP avec <\/span><a href=\"https:\/\/integralads.com\/fr\/news\/ias-et-amino-payments-sassocient-pour-une-plus-grande-transparence-en-univers-programmatique\/\"><span style=\"font-weight: 400;\">Amino Payments<\/span><\/a><span style=\"font-weight: 400;\"> pour optimiser ses achats programmatiques.<\/span><\/li>\n<\/ul>\n<h3><a href=\"https:\/\/go.integralads.com\/fr-mqr-2019-h2.html\"><strong><span style=\"color: #ff574a;\">Pour t\u00e9l\u00e9charger le barom\u00e8tre, cliquez ici.<\/span><\/strong><\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Le barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS s\u2019appuie sur la mesure de plus d\u2019un milliard d\u2019impressions chaque jour pour apporter au march\u00e9 des indicateurs cl\u00e9s sur la performance des campagnes publicitaires digitales dans le monde.<\/p>\n","protected":false},"author":1,"featured_media":311921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[466,444,440,445,449,437,448],"tags":[108],"class_list":["post-311920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mqr-fr","category-brand-safety-suitability-fr","category-environnements","category-fraude-publicitaire","category-mobile-et-applications","category-themes-fr","category-visibilite","tag-mqr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - 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