{"id":167,"date":"2021-04-22T15:00:04","date_gmt":"2021-04-22T13:00:04","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=167"},"modified":"2022-12-13T16:23:09","modified_gmt":"2022-12-13T15:23:09","slug":"internautes-publicite-digitale","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/actualites\/internautes-publicite-digitale\/","title":{"rendered":"Les internautes et la publicit\u00e9 digitale : \u00e9tat des lieux"},"content":{"rendered":"\n<p>Quantcast, sp\u00e9cialiste de la <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/comment-monetiser-son-blog\/\">publicit\u00e9<\/a> <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/dsp-ssp-ad-exchange-publicite-en-ligne\/\">programmatique<\/a>, a d\u00e9voil\u00e9\u00a0<strong>une infographie sur la pertinence de la publicit\u00e9 digitale.<\/strong> L\u2019\u00e9tude se base sur un \u00e9chantillon de 7000 internautes de France, Angleterre, Italie, Allemagne, Su\u00e8de, Norv\u00e8ge et Etats-Unis. Le but \u00e9tant de mieux comprendre leurs attentes.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Les formats publicitaires digitaux pr\u00e9f\u00e9r\u00e9s des internautes<\/h2>\n\n\n\n<p>Une \u00e9tude men\u00e9e aupr\u00e8s de pr\u00e8s de 2 000 personnes aux Etats-Unis et en France montre que le format pr\u00e9f\u00e9r\u00e9 des internautes reste l&rsquo;<strong>image fixe<\/strong>. La majorit\u00e9 des r\u00e9pondants ont d\u00e9clar\u00e9 qu&rsquo;ils pr\u00e9f\u00e9raient les images qui ne sont pas anim\u00e9es et qui ne changeront pas lorsqu&rsquo;elles d\u00e9filent sur une page. <\/p>\n\n\n\n<p>L&rsquo;utilisateur le pr\u00e9f\u00e8re car il est <strong>non intrusif et ne perturbe pas le d\u00e9roulement de ce dernier<\/strong>. De plus, selon le rapport, seuls 12&nbsp;% des utilisateurs ont d\u00e9clar\u00e9 qu&rsquo;ils faisaient d\u00e9filer un site Web pour voir une image anim\u00e9e. En comparaison, 78&nbsp;% lisent des articles textuels ou des blogs sans images. En g\u00e9n\u00e9ral, les r\u00e9pondants ont trouv\u00e9 que les images fixes sont <strong>plus faciles \u00e0 comprendre<\/strong> que les images anim\u00e9es et que le d\u00e9filement vers le bas d&rsquo;une page est <strong>distrayant.<\/strong><\/p>\n\n\n\n<p>Ensuite, suivront successivement : les GIFS anim\u00e9s, les <a href=\"https:\/\/www.themoneytizer.com\/blog\/actualites\/the-moneytizer-product-update-1\/\">formats<\/a> contenant principalement du texte, les formats vid\u00e9os, et enfin les formats interactifs.es GIF anim\u00e9s, les formats contenant principalement du texte, les formats <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lintegration-de-la-video-peut-elle-augmenter-les-revenus\/\">vid\u00e9o<\/a> et les formats interactifs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La publicit\u00e9 digitale pertinente, \u00e7a marche<\/h2>\n\n\n\n<p>Dans le monde de la publicit\u00e9 digitale, les internautes se retrouvent souvent face \u00e0 des publicit\u00e9s qui ne correspondent pas \u00e0 leurs centres d\u2019int\u00e9r\u00eats. Ce qui rend la publicit\u00e9 moins efficace.&nbsp;<\/p>\n\n\n\n<p>En effet,&nbsp;<strong>seulement 1 internaute sur 3 pense que la publicit\u00e9 \u00e0 laquelle il est expos\u00e9 est pertinente<\/strong>. Selon Quantcast, les consommateurs expos\u00e9s \u00e0 des publicit\u00e9s pertinentes ont 4 fois plus de chances de passer \u00e0 l\u2019action (inscription, achat etc).<\/p>\n\n\n\n<p>L\u2019\u00e9tude souligne \u00e9galement que \u00ab&nbsp;les messages les plus pertinents&nbsp;\u00bb&nbsp; sont : les soldes et les offres sp\u00e9ciales (78%). S\u2019en suivent les \u00e9v\u00e9nements \u00e0 proximit\u00e9 de l\u2019internaute (67%), et les messages bas\u00e9s sur leur historique de navigation (66%).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une opportunit\u00e9 majeure pour le march\u00e9 de la publicit\u00e9 digitale<\/h2>\n\n\n\n<p>Quand une publicit\u00e9 est pertinente, elle g\u00e9n\u00e8re de meilleurs r\u00e9sultats, et<strong>&nbsp;66% des internautes estiment que la publicit\u00e9 \u00e0 laquelle ils sont expos\u00e9s ne l\u2019est pas<\/strong>. Cette probl\u00e9matique repr\u00e9sente donc une belle opportunit\u00e9&nbsp;pour l\u2019optimisation de march\u00e9 du display. Qui obtiendrait certainement des b\u00e9n\u00e9fices plus importants en faisant appel \u00e0 de la publicit\u00e9 cibl\u00e9e.<\/p>\n\n\n\n<p>Cr\u00e9dits :&nbsp;<a href=\"https:\/\/www.quantcast.com\/fr\/\">Quantcast<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quantcast, sp\u00e9cialiste de la publicit\u00e9 programmatique, a d\u00e9voil\u00e9\u00a0une infographie sur la pertinence de la publicit\u00e9 digitale. L\u2019\u00e9tude se base sur un \u00e9chantillon de 7000 internautes de France, Angleterre, Italie, Allemagne, Su\u00e8de, Norv\u00e8ge et Etats-Unis. Le but \u00e9tant de mieux comprendre leurs attentes.<\/p>\n","protected":false},"author":2,"featured_media":1595,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[120],"tags":[],"class_list":["post-167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les internautes et la publicit\u00e9 digitale : \u00e9tat des lieux - TheMoneytizer<\/title>\n<meta name=\"description\" content=\"Quantcast, sp\u00e9cialiste de la publicit\u00e9 programmatique, a d\u00e9voil\u00e9 une infographie sur la pertinence de la publicit\u00e9 digitale.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.themoneytizer.com\/blog\/actualites\/internautes-publicite-digitale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les internautes et la publicit\u00e9 digitale : \u00e9tat des lieux - 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