{"id":338580,"date":"2024-08-26T15:29:30","date_gmt":"2024-08-26T15:29:30","guid":{"rendered":"https:\/\/integralads.com\/?p=338580"},"modified":"2024-11-27T15:52:21","modified_gmt":"2024-11-27T15:52:21","slug":"recherche-ctv-the-mind-on-the-stream","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/","title":{"rendered":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream"},"content":{"rendered":"\n<p>La t\u00e9l\u00e9vision connect\u00e9e (CTV) a r\u00e9volutionn\u00e9 la fa\u00e7on dont nous regardons et mon\u00e9tisons la t\u00e9l\u00e9vision. Avec la possibilit\u00e9 de regarder un contenu \u00e0 la demande alli\u00e9 \u00e0 la puissance d&#8217;un ciblage et placement publicitaire pr\u00e9cis, les consommateurs et les annonceurs se sont vus offrir des opportunit\u00e9s sans pr\u00e9c\u00e9dent. Pourtant, de nombreux t\u00e9l\u00e9spectateurs sont encore frustr\u00e9s par des publicit\u00e9s non pertinentes voire d\u00e9rangeantes qui nuisent \u00e0 leur exp\u00e9rience utilisateur.<\/p>\n\n\n\n<p>IAS et Neuro-Insight ont lanc\u00e9 une \u00e9tude neurologique r\u00e9volutionnaire qui plonge au c\u0153ur du cerveau des t\u00e9l\u00e9spectateurs afin de d\u00e9couvrir l&#8217;impact  du contexte, de la tonalit\u00e9 et de la r\u00e9p\u00e9tition publicitaire sur l&#8217;efficacit\u00e9 des publicit\u00e9s en  CTV.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-voici-un-bref-apercu-de-ce-que-nous-avons-decouvert\">Voici un bref aper\u00e7u de ce que nous avons d\u00e9couvert :<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les publicit\u00e9s qui ne sont pas en lien avec leur contexte de diffusion g\u00e9n\u00e8rent <strong>moins d&#8217;engagement avec les audiences<\/strong><\/li>\n\n\n\n<li><strong>Une r\u00e9p\u00e9tition publicitaire importante entra\u00eene une plus grande connexion, mais un int\u00e9r\u00eat moindre<\/strong> : Si la r\u00e9p\u00e9tition favorise la notori\u00e9t\u00e9, elle peut aussi diminuer le niveau d&#8217;affinit\u00e9 avec une marque.<\/li>\n\n\n\n<li>Les publicit\u00e9s qui s&#8217;int\u00e8grent parfaitement au contenu sont plus susceptibles de<strong> retenir l&#8217;attention de votre public.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>D\u00e9couvrez comment renforcer l&#8217;impact de votre marque et forger l&#8217;avenir de la publicit\u00e9 CTV gr\u00e2ce \u00e0 des informations issues de l&#8217;activit\u00e9 c\u00e9r\u00e9brale des personnes sond\u00e9es. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>La t\u00e9l\u00e9vision connect\u00e9e (CTV) a r\u00e9volutionn\u00e9 la fa\u00e7on dont nous regardons et mon\u00e9tisons la t\u00e9l\u00e9vision. Avec la possibilit\u00e9 de regarder un contenu \u00e0 la demande alli\u00e9 \u00e0 la puissance d&#8217;un ciblage et placement publicitaire pr\u00e9cis, les consommateurs et les annonceurs&#8230;<\/p>\n","protected":false},"author":66,"featured_media":334601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[463,485,468],"tags":[],"class_list":["post-338580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes","category-featured-fr","category-tv-connectee-et-video"],"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 CTV : The\u00a0Mind\u00a0on The\u00a0Stream - 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-ctv-the-mind-on-the-stream\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream\" \/>\n<meta property=\"og:description\" content=\"La t\u00e9l\u00e9vision connect\u00e9e (CTV) a r\u00e9volutionn\u00e9 la fa\u00e7on dont nous regardons et mon\u00e9tisons la t\u00e9l\u00e9vision. Avec la possibilit\u00e9 de regarder un contenu \u00e0 la demande alli\u00e9 \u00e0 la puissance d&#8217;un ciblage et placement publicitaire pr\u00e9cis, les consommateurs et les annonceurs...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-26T15:29:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-27T15:52:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.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=\"VANESSA GRENIER\" \/>\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=\"VANESSA GRENIER\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\"},\"author\":{\"name\":\"VANESSA GRENIER\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/d91a2fc9b8c61a7f44dbe68619105c42\"},\"headline\":\"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream\",\"datePublished\":\"2024-08-26T15:29:30+00:00\",\"dateModified\":\"2024-11-27T15:52:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\"},\"wordCount\":253,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\",\"articleSection\":[\"\u00c9tudes\",\"Featured\",\"TV Connect\u00e9e et vid\u00e9o\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\",\"url\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\",\"name\":\"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\",\"datePublished\":\"2024-08-26T15:29:30+00:00\",\"dateModified\":\"2024-11-27T15:52:21+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\",\"width\":860,\"height\":860,\"caption\":\"NI CTV - Insider v2\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream\"}]},{\"@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\/d91a2fc9b8c61a7f44dbe68619105c42\",\"name\":\"VANESSA GRENIER\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/325e71ce4964ba30bd44e4094be5d1587e6825a53dbdd6d4579f118578623c91?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/325e71ce4964ba30bd44e4094be5d1587e6825a53dbdd6d4579f118578623c91?s=96&d=mm&r=g\",\"caption\":\"VANESSA GRENIER\"},\"url\":\"https:\/\/integralads.com\/fr\/insider\/author\/vgrenierintegralads-com\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream - 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\/recherche-ctv-the-mind-on-the-stream\/","og_locale":"fr_FR","og_type":"article","og_title":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream","og_description":"La t\u00e9l\u00e9vision connect\u00e9e (CTV) a r\u00e9volutionn\u00e9 la fa\u00e7on dont nous regardons et mon\u00e9tisons la t\u00e9l\u00e9vision. Avec la possibilit\u00e9 de regarder un contenu \u00e0 la demande alli\u00e9 \u00e0 la puissance d&#8217;un ciblage et placement publicitaire pr\u00e9cis, les consommateurs et les annonceurs...","og_url":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/","og_site_name":"Integral Ad Science","article_published_time":"2024-08-26T15:29:30+00:00","article_modified_time":"2024-11-27T15:52:21+00:00","og_image":[{"width":860,"height":860,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png","type":"image\/png"}],"author":"VANESSA GRENIER","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"VANESSA GRENIER","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/"},"author":{"name":"VANESSA GRENIER","@id":"https:\/\/integralads.com\/#\/schema\/person\/d91a2fc9b8c61a7f44dbe68619105c42"},"headline":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream","datePublished":"2024-08-26T15:29:30+00:00","dateModified":"2024-11-27T15:52:21+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/"},"wordCount":253,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png","articleSection":["\u00c9tudes","Featured","TV Connect\u00e9e et vid\u00e9o"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/","url":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/","name":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png","datePublished":"2024-08-26T15:29:30+00:00","dateModified":"2024-11-27T15:52:21+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png","width":860,"height":860,"caption":"NI CTV - Insider v2"},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/fr\/insider\/recherche-ctv-the-mind-on-the-stream\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Recherche CTV : The\u00a0Mind\u00a0on The\u00a0Stream"}]},{"@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\/d91a2fc9b8c61a7f44dbe68619105c42","name":"VANESSA GRENIER","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/325e71ce4964ba30bd44e4094be5d1587e6825a53dbdd6d4579f118578623c91?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/325e71ce4964ba30bd44e4094be5d1587e6825a53dbdd6d4579f118578623c91?s=96&d=mm&r=g","caption":"VANESSA GRENIER"},"url":"https:\/\/integralads.com\/fr\/insider\/author\/vgrenierintegralads-com\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/338580","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\/66"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/comments?post=338580"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/posts\/338580\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media\/334601"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/media?parent=338580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/categories?post=338580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/fr\/wp-json\/wp\/v2\/tags?post=338580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}