{"id":311979,"date":"2021-04-30T10:33:00","date_gmt":"2021-04-30T10:33:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/"},"modified":"2024-10-26T13:52:39","modified_gmt":"2024-10-26T13:52:39","slug":"barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/","title":{"rendered":"Barom\u00e8tre S2 2020 : Un risque Brand Safety accru en vid\u00e9o en France"},"content":{"rendered":"\n<p><em>Ce barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS analyse l\u2019impact de la pand\u00e9mie sur les indicateurs de performance des campagnes de publicit\u00e9s digitales. La r\u00e9duction des d\u00e9placements et des interactions sociales a entra\u00een\u00e9 une augmentation du temps pass\u00e9 devant les \u00e9crans, notamment pour regarder des vid\u00e9os. Mais la multiplication des contenus au discours haineux et de d\u00e9sinformation (fakes news) a augment\u00e9 le risque pour une publicit\u00e9 d\u2019appara\u00eetre pr\u00e8s d\u2019un contenu inappropri\u00e9. Dans ce contexte, les publicit\u00e9s vid\u00e9o sont toujours le format le plus visible en France, mais elles sont davantage expos\u00e9es au risque de Brand Safety, notamment sur web mobile o\u00f9 la France enregistre la plus forte augmentation dans le monde en un an.<\/em><\/p>\n\n\n\n<p><strong>Voici les enseignements cl\u00e9s de ce barom\u00e8tre du 2\u00e8me semestre 2020 pour la France :<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-video-est-le-format-le-plus-visible-l-in-app-progresse\"><strong>La vid\u00e9o est le format le plus visible, l\u2019in-app progresse<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La vid\u00e9o reste le format le plus visible en France avec 78,2% d\u2019impressions vid\u00e9o visibles sur desktop, soit le 4\u00e8me meilleur taux dans le monde. De m\u00eame sur web mobile, la France affiche le 3\u00e8me meilleur taux de visibilit\u00e9 vid\u00e9o dans le monde avec 76% d\u2019impressions vid\u00e9o visibles.<\/li>\n\n\n\n<li>Avec une progression de +2,4 points en un an, ce sont d\u00e9sormais les applications mobiles qui offrent le taux de visibilit\u00e9 le plus \u00e9lev\u00e9 sur les formats display en France.\u00a0<strong>Avec 66% d\u2019impressions display visibles, le mobile in-app supplante le desktop (64,8%) et le web mobile (58,1%) en France<\/strong>. Toutefois, la France se situe en dessous de la moyenne mondiale \u00e0 72,1% d\u2019impressions in-app visibles, soit -6,1 points par rapport \u00e0 la moyenne mondiale.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-un-risque-brand-safety-accru-en-video\"><strong>Un risque Brand Safety accru en vid\u00e9o<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dans un contexte de multiplication accrue des contenus en ligne, d\u2019actualit\u00e9s anxiog\u00e8nes et d\u2019une consommation digitale boost\u00e9e par les confinements, le risque Brand Safety conna\u00eet une augmentation significative au 2\u00e8me\u00a0semestre 2020, en particulier sur les formats vid\u00e9o.<\/li>\n\n\n\n<li>C\u2019est sur mobile, en format vid\u00e9o, que ce risque est le plus \u00e9lev\u00e9 en France et dans le monde.\u00a0<strong>La France enregistre le plus fort niveau de risque derri\u00e8re les \u00c9tats-Unis avec 11,9% d\u2019impressions vid\u00e9o risqu\u00e9es sur web mobile\u00a0<\/strong>et la plus forte augmentation en un an (+4,2 points). Cette hausse provient principalement des achats programmatiques et des contenus adultes, des contenus au langage offensant et des contenus controvers\u00e9s (fake news).<\/li>\n\n\n\n<li>Sur desktop, la France affiche \u00e9galement un niveau de risque \u00e9lev\u00e9 pour les publicit\u00e9s vid\u00e9o avec pr\u00e8s de 10% (9,6%) d\u2019impressions vid\u00e9o risqu\u00e9es, soit 2 points de plus qu\u2019au 2\u00e8me\u00a0semestre 2019. Ici l\u2019augmentation provient plut\u00f4t des contenus li\u00e9s \u00e0 l\u2019alcool, aux drogues, et \u00e0 nouveau les contenus au langage offensant et les contenus controvers\u00e9s.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-un-recul-de-la-fraude-publicitaire\"><strong>Un recul de la fraude publicitaire<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La France affiche globalement les plus fortes baisses en termes de fraude.<\/li>\n\n\n\n<li><strong>Elle enregistre ainsi parmi les niveaux les plus faibles de fraude dans le monde<\/strong>, voire les plus faibles en environnement\u00a0<strong>Web Mobile<\/strong>, avec seulement 0,1% d\u2019impressions frauduleuses sur les campagnes display et vid\u00e9o faisant l\u2019objet d\u2019un filtrage pr\u00e9ventif contre la fraude.<\/li>\n\n\n\n<li>La plus forte baisse en valeur concerne le display sur desktop en France dont le taux de fraude passe \u00e0 0,5% soit -1,1 point en un an.<\/li>\n\n\n\n<li>N\u00e9anmoins, le risque de fraude reste \u00e9lev\u00e9 pour les campagnes ne faisant pas l\u2019objet d\u2019un filtrage pr\u00e9ventif.\u00a0<strong>Celles-ci comptent entre 5,1% et 8,6% d\u2019impressions frauduleuses selon le format et l\u2019environnement.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>La croissance du risque de Brand Safety en France et dans le monde confirme la n\u00e9cessit\u00e9 d\u2019une vigilance accrue de la part des annonceurs, concernant le contexte et les contenus aux c\u00f4t\u00e9s desquels leurs publicit\u00e9s sont diffus\u00e9es.\u00a0<strong><a href=\"https:\/\/integralads.com\/fr\/insider\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/\" target=\"_blank\" rel=\"noreferrer noopener\">Le <\/a><a href=\"https:\/\/integralads.com\/fr\/insider\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/\">ciblage<\/a><a href=\"https:\/\/integralads.com\/fr\/insider\/controle-du-contexte-la-brand-safety-alliee-a-la-brand-suitability\/\" target=\"_blank\" rel=\"noreferrer noopener\"> contextuel<\/a>\u00a0d\u2019IAS<\/strong>, fond\u00e9 sur une technologie d\u2019analyse s\u00e9mantique sophistiqu\u00e9e, permet aux annonceurs de cibler les contextes les plus pertinents pour leurs publicit\u00e9s parmi plus de 200 segments sectoriels, th\u00e9matiques, saisonniers et d\u2019audience. Il apporte une solution p\u00e9renne aux acteurs de la publicit\u00e9 digitale \u00e0 l\u2019heure de la disparition des cookies tiers.<\/p>\n\n\n\n<p><strong>Pour t\u00e9l\u00e9charger le barom\u00e8tre, remplissez le formulaire ci-dessous.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ce barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS analyse l\u2019impact de la pand\u00e9mie sur les indicateurs de performance des campagnes de publicit\u00e9s digitales. La r\u00e9duction des d\u00e9placements et des interactions sociales a entra\u00een\u00e9 une augmentation du temps pass\u00e9 devant les \u00e9crans,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":301182,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[466,444,485,445,449,441,468,448],"tags":[],"class_list":["post-311979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mqr-fr","category-brand-safety-suitability-fr","category-featured-fr","category-fraude-publicitaire","category-mobile-et-applications","category-programmatique","category-tv-connectee-et-video","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Barom\u00e8tre S2 2020 : Un risque Brand Safety accru en vid\u00e9o en France - IAS Insider<\/title>\n<meta name=\"description\" content=\"Ce barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS analyse l\u2019impact de la pand\u00e9mie sur les indicateurs de performance des campagnes de publicit\u00e9s digitales.\" \/>\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\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barom\u00e8tre S2 2020 : Un risque Brand Safety accru en vid\u00e9o en France\" \/>\n<meta property=\"og:description\" content=\"Ce barom\u00e8tre de la qualit\u00e9 m\u00e9dia d\u2019IAS analyse l\u2019impact de la pand\u00e9mie sur les indicateurs de performance des campagnes de publicit\u00e9s digitales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-30T10:33:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-26T13:52:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/EMEA_MQR_H2-2020_Insider-Homepage-835-x-525-760x478-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Barom\u00e8tre S2 2020 : Un risque Brand Safety accru en vid\u00e9o en France\",\"datePublished\":\"2021-04-30T10:33:00+00:00\",\"dateModified\":\"2024-10-26T13:52:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/\"},\"wordCount\":719,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/barometre-s2-2020-un-risque-brand-safety-accru-en-video-en-france\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/EMEA_MQR_H2-2020_Insider-Homepage-835-x-525-760x478-1.png\",\"articleSection\":[\"Barom\u00e8tres Qualit\u00e9 M\u00e9dia\",\"Brand Safety &amp; 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