{"id":334318,"date":"2024-04-30T09:24:00","date_gmt":"2024-04-30T09:24:00","guid":{"rendered":"https:\/\/integralads.com\/?p=334318"},"modified":"2024-07-25T10:00:07","modified_gmt":"2024-07-25T10:00:07","slug":"recherche-ias-the-attention-payoff","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/recherche-ias-the-attention-payoff\/","title":{"rendered":"Recherche IAS : The Attention Payoff"},"content":{"rendered":"\n<p><em>Perceptions et perspectives de la mesure et de l&#8217;optimisation de l&#8217;attention publicitaire<\/em><\/p>\n\n\n\n<p>L&#8217;attention est l&#8217;un des sujets le plus en vogue mais les sp\u00e9cialistes du secteur sont encore divis\u00e9s sur la meilleure strat\u00e9gie \u00e0 adopter. Les scores d&#8217;attention, les m\u00e9thodologies et les indicateurs de performance sont de plus en plus vari\u00e9s : comment les sp\u00e9cialistes du marketing peuvent-ils mesurer et optimiser au mieux leurs campagnes pour captiver leur audience ?<\/p>\n\n\n\n<p>IAS a collabor\u00e9 avec YouGov afin d&#8217;\u00e9valuer les perceptions actuelles et challenges \u00e0 venir en mati\u00e8re de mesure et d&#8217;optimisation de l&#8217;attention. Dans cette \u00e9tude, nous avons interrog\u00e9 des professionnels de m\u00e9dias am\u00e9ricains, un march\u00e9 plus mature sur ce sujet, afin de d\u00e9voiler <strong>les KPI les plus importants \u00e0 prendre en compte<\/strong> et mettre en lumi\u00e8re les b\u00e9n\u00e9fices que peuvent apporter une strat\u00e9gie r\u00e9ussie.<\/p>\n\n\n\n<p>Voici ce que nous avons d\u00e9couvert :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>83% des experts interrog\u00e9s consid\u00e8rent qu&#8217;il est important de mettre en place une strat\u00e9gie d&#8217;attention ;<\/li>\n\n\n\n<li>79% des sond\u00e9s font \u00e9tat d&#8217;une am\u00e9lioration substantielle des revenus g\u00e9n\u00e9r\u00e9s par leur entreprise apr\u00e8s la mise en \u0153uvre d&#8217;une strat\u00e9gie d&#8217;attention ;<\/li>\n\n\n\n<li>78% des professionnels qui mesurent l&#8217;attention sont pr\u00eats \u00e0 passer \u00e0 l&#8217;\u00e9tape d&#8217;apr\u00e8s en mettant en place une strat\u00e9gie d&#8217;optimisation de leurs scores d&#8217;attention dans les 12 prochains mois.<\/li>\n<\/ul>\n\n\n\n<p>T\u00e9l\u00e9chargez l&#8217;\u00e9tude \u00ab The Attention Payoff \u00bb pour comprendre le paysage actuel de l&#8217;attention publicitaire et apprendre comment votre marque peut la mesurer mais aussi l&#8217;optimiser pour obtenir de meilleurs r\u00e9sultats .<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perceptions et perspectives de la mesure et de l&#8217;optimisation de l&#8217;attention publicitaire L&#8217;attention est l&#8217;un des sujets le plus en vogue mais les sp\u00e9cialistes du secteur sont encore divis\u00e9s sur la meilleure strat\u00e9gie \u00e0 adopter. Les scores d&#8217;attention, les m\u00e9thodologies&#8230;<\/p>\n","protected":false},"author":66,"featured_media":331057,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[463,442],"tags":[],"class_list":["post-334318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","category-ressources"],"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>Recherche IAS : The Attention Payoff - 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\/recherche-ias-the-attention-payoff\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recherche IAS : The Attention Payoff\" \/>\n<meta property=\"og:description\" content=\"Perceptions et perspectives de la mesure et de l&#8217;optimisation de l&#8217;attention publicitaire L&#8217;attention est l&#8217;un des sujets le plus en vogue mais les sp\u00e9cialistes du secteur sont encore divis\u00e9s sur la meilleure strat\u00e9gie \u00e0 adopter. 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