{"id":12504,"date":"2022-04-07T09:29:55","date_gmt":"2022-04-07T07:29:55","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=168922"},"modified":"2022-08-01T13:31:10","modified_gmt":"2022-08-01T11:31:10","slug":"studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/","title":{"rendered":"\u00c9tude de Dentsu et Teads : Les vid\u00e9os en lecture sont plus efficaces que les m\u00e9dias sociaux"},"content":{"rendered":"<img class=\"alignnone wp-image-168925 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/04\/teads1200.png\" alt=\"Teads\" width=\"1200\" height=\"721\" \/>Selon l'\u00e9tude, la viewability seule ne suffit plus pour mesurer la r\u00e9action des utilisateurs au contenu d'une page - il existe plusieurs facteurs d'influence, comme la taille du format ou la position sur la page, qui peuvent m\u00eame avoir un effet n\u00e9gatif sur l'attention. Les annonceurs et les agences ont cherch\u00e9 un moyen de mesurer l'\u00e9conomie de l'attention. dentsu et Teads ont identifi\u00e9 quatre facteurs cl\u00e9s \u00e0 cet effet.\r\n<h3><strong>Le temps de visionnage comme l'un des principaux facteurs de l'attention<\/strong><\/h3>\r\nC'est \u00e0 cette conclusion que parvient l'\u00e9tude Attention Economy, les annonces vid\u00e9o et display profitant quantitativement d'un temps de visionnage de qualit\u00e9. Les \u00e9diteurs premium de Teads assurent un engagement \u00e9lev\u00e9 des utilisateurs avec des contenus de haute qualit\u00e9, ce qui se traduit par une vitesse de d\u00e9filement lente et une dur\u00e9e de visionnage moyenne de 12,2 secondes. Teads obtient ainsi deux fois plus d'attention que les m\u00e9dias sociaux.\r\n<h3><strong>La d\u00e9cision volontaire de l'utilisateur est d\u00e9terminante<\/strong><\/h3>\r\nLes annonces forc\u00e9es re\u00e7oivent plus d'attention que les annonces qui peuvent \u00eatre facilement ignor\u00e9es. Cependant, lorsqu'un consommateur regarde volontairement une annonce, cela a un impact consid\u00e9rable sur les m\u00e9triques de notori\u00e9t\u00e9 de la marque, que l'annonce ait \u00e9t\u00e9 regard\u00e9e pendant 2 ou 20 secondes. Les formats qui m\u00e9ritent l'attention obtiennent des r\u00e9sultats meilleurs et plus rapides que les formats non basculants.\r\n\r\n&nbsp;\r\n<h3><strong>Cr\u00e9ation de facteurs importants pour l'attention<\/strong><\/h3>\r\nAlors que l'importance de la cr\u00e9ativit\u00e9 pour l'efficacit\u00e9 de la publicit\u00e9 est d\u00e9j\u00e0 suffisamment document\u00e9e, il \u00e9tait important de mesurer son impact dans le cadre de l'\u00e9conomie de l'attention. Les r\u00e9sultats de l'\u00e9tude montrent que la diff\u00e9rence entre un bon et un mauvais design augmente la m\u00e9morisation de la publicit\u00e9 de 17%, alors que le ton n'influence la m\u00e9morisation que de 6%. L'\u00e9tude montre en outre que les publicit\u00e9s optimis\u00e9es pour la plate-forme Teads ont obtenu une attention sup\u00e9rieure de 49 pour cent \u00e0 celle de l'original. Les formats publicitaires interactifs con\u00e7us pour les appareils mobiles ont \u00e9galement obtenu de tr\u00e8s bons r\u00e9sultats en termes d'obtention et de maintien de l'attention, g\u00e9n\u00e9rant trois fois plus d'attention que les publicit\u00e9s MPU standard.\r\n<h3><strong>Le placement dans un contexte pertinent augmente l'attention<\/strong><\/h3>\r\nEn se basant sur des recherches ant\u00e9rieures, l'\u00e9tude d\u00e9montre que le placement d'annonces dans un contexte pertinent pour le lecteur entra\u00eene une augmentation de 13 pour cent de l'attention pour 1 000. En outre, les annonces correspondant au contexte sont rappel\u00e9es 27 pour cent plus souvent.\r\n\r\nAndrea Wieseke, Managing Director de Dentsu Suisse, d\u00e9clare : \"Chez AE, tout tourne autour de la mani\u00e8re dont nous pouvons quantifier l'attention. Dentsu fait un travail de pionnier en changeant la mani\u00e8re de consid\u00e9rer les campagnes, de mesurer la performance des m\u00e9dias. Pour la Suisse, nous avons cr\u00e9\u00e9 toutes les bases technologiques n\u00e9cessaires \u00e0 la mise en \u0153uvre des premi\u00e8res campagnes. Nous allons tester l'approche AE avec deux clients au cours de ce trimestre et sommes impatients de voir les r\u00e9sultats. Il est important de poursuivre ce changement afin de pouvoir mesurer \u00e0 l'avenir un marketing efficace et l'impact des m\u00e9dias\".\r\n\r\nEn tant que partenaire m\u00e9dia impliqu\u00e9 dans l'\u00e9tude, Caroline Hugonenc, VP Global Research &amp; Insights, Teads, souligne : \"Ce fantastique travail de recherche de dentsu devrait nous ouvrir les yeux sur les mesures que nous devons prendre pour obtenir des m\u00e9dias de meilleure qualit\u00e9 et une meilleure efficacit\u00e9 cr\u00e9ative. Chez Teads, nous savons que la cr\u00e9ation d'un cadre pour l'\u00e9conomie de l'attention aidera les annonceurs, leurs agences et leurs partenaires m\u00e9dias \u00e0 fournir de meilleurs r\u00e9sultats et un contenu plus attrayant pour les consommateurs qu'ils veulent atteindre\".\r\n<h3><strong>Eye-tracking avec plus de 3000 utilisateurs<\/strong><\/h3>\r\nLes donn\u00e9es ont \u00e9t\u00e9 collect\u00e9es par un panel mobile au moyen de l'eye-tracking parmi plus de 3.000 utilisateurs des sites d'\u00e9diteurs Teads au Royaume-Uni et aux \u00c9tats-Unis. Ceci a \u00e9t\u00e9 r\u00e9alis\u00e9 en parall\u00e8le d'un test contr\u00f4l\u00e9 avec 801 utilisateurs afin de mesurer l'impact de l'attention sur les KPI de branding. Cet environnement contr\u00f4l\u00e9 a permis \u00e0 Teads d'\u00e9valuer sp\u00e9cifiquement l'impact de l'optimisation cr\u00e9ative et du format sur l'attention.\r\n\r\n<hr \/>\r\n\r\n<a href=\"https:\/\/info.teads.com\/de\/attentioneconomy-ch\">Lien vers l'\u00e9tude<\/a>","protected":false},"excerpt":{"rendered":"<p>Viewability allein reicht gem\u00e4ss der Studie nicht mehr aus, um die Reaktion der Nutzer auf den Inhalt einer Seite zu messen \u2013 es gibt mehrere Einflussfaktoren, wie etwa die Gr\u00f6\u00dfe des Formats oder die Position auf der Seite, die sich sogar negativ auf die Attention auswirken k\u00f6nnen. Werbetreibende und Agenturen haben nach einem Weg gesucht, [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Teads","_yoast_wpseo_metadesc":"Die global t\u00e4tige Mediaplattform Teads hat in Zusammenarbeit mit Dentsu eine Studie zur Attention Economy ver\u00f6ffentlicht.","articlekey":"","footnotes":""},"categories":[29],"tags":[2793,2794,2795],"class_list":["post-12504","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dentsu-aegis-network","tag-engagement","tag-teads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Studie von Dentsu und Teads: In-Read-Videos sind effektiver als Social Media - Organisator<\/title>\n<meta name=\"description\" content=\"Die global t\u00e4tige Mediaplattform Teads hat in Zusammenarbeit mit Dentsu eine Studie zur Attention Economy ver\u00f6ffentlicht.\" \/>\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.werbewoche.ch\/de\/marketing\/marktforschung\/2022-04-07\/studie-von-dentsu-und-teads-in-read-videos-sind-effektiver-als-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studie von Dentsu und Teads: In-Read-Videos sind effektiver als Social Media - 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