{"id":38632,"date":"2021-01-19T13:22:04","date_gmt":"2021-01-19T12:22:04","guid":{"rendered":"https:\/\/wemedia.be\/magazinemedia\/?p=38632"},"modified":"2021-01-19T13:23:36","modified_gmt":"2021-01-19T12:23:36","slug":"label-video-dat","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/label-video-dat\/","title":{"rendered":"DAT Belgium d\u00e9cerne les premiers labels vid\u00e9o"},"content":{"rendered":"<p><em><strong>Apr\u00e8s le lancement du label de qualit\u00e9 pour la vid\u00e9o \u00e0 l\u2019automne 2020, DPG Media et RTL Belgium sont aujourd\u2019hui les premiers \u00e9diteurs \u00e0 pouvoir se targuer d\u2019avoir re\u00e7u un label vid\u00e9o DAT.<\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Les exigences de qualit\u00e9 que les \u00e9diteurs vid\u00e9o doivent respecter ont \u00e9t\u00e9 fix\u00e9es en collaboration avec VIA sur la base de normes strictes. En plus des exigences en mati\u00e8re de s\u00e9curit\u00e9 de la marque (brand safety), de fraude publicitaire (ad fraud) et de protection des donn\u00e9es (qui s\u2019appliquent aussi aux labels display), celles relatives \u00e0 l\u2019exp\u00e9rience utilisateur et \u00e0 la visibilit\u00e9 (viewability) ont \u00e9t\u00e9 adapt\u00e9es aux publicit\u00e9s vid\u00e9o\u00a0:<\/p>\n<ul>\n<li>un contenu de moins de 30 secondes ne contient pas de publicit\u00e9s\u2009;<\/li>\n<li>un contenu de moins d\u2019une minute contient maximum 15 secondes d\u2019espace publicitaire\u2009;<\/li>\n<li>un contenu de 1 \u00e0 2 minutes contient maximum 20 secondes d\u2019espace publicitaire\u2009;<\/li>\n<li>un contenu de plus de 2 minutes contient maximum 20 % d\u2019espace publicitaire.<\/li>\n<\/ul>\n<p>Les normes de visibilit\u00e9 sont assorties de r\u00e9f\u00e9rences sectorielles sp\u00e9cifiques. Les \u00e9diteurs labellis\u00e9s doivent offrir une garantie de visibilit\u00e9 d\u2019au moins 68\u00a0% sur appareil fixe et 64\u00a0% sur appareil mobile.<\/p>\n<p><em>\u00a0\u00bb Le d\u00e9ploiement du label DAT Vid\u00e9o est, pour IP Belgium, l\u2019heureux aboutissement d\u2019une initiative unique et tr\u00e8s importante pour le march\u00e9 publicitaire. Elle vient reconnaitre le travail engag\u00e9 et responsable de nos \u00e9diteurs qui garantissent aux annonceurs des \u00e9crins de qualit\u00e9 et s\u00e9curis\u00e9s pour leurs campagnes. Nous esp\u00e9rons que ces premiers sites en entra\u00eeneront d\u2019autres,\u00a0 ce qui permettra de mieux mettre en \u00e9vidence le caract\u00e8re premium des m\u00e9dias que nous repr\u00e9sentons.<\/em><em>\u00a0\u00a0\u00bb\u00a0<\/em><em>\u2013<\/em>\u00a0Edouard De Witte (Head of digital MDI IP Belgium)<\/p>\n<p><em>\u00a0\u00bb L\u2019acc\u00e9l\u00e9ration num\u00e9rique est pass\u00e9 \u00e0 une vitesse sup\u00e9rieure l\u2019ann\u00e9e derni\u00e8re. En raison de la part importante des investissements num\u00e9riques dans le m\u00e9dia mix, la transparence et les garanties de qualit\u00e9 au sein de l\u2019\u00e9cosyst\u00e8me digital deviennent de plus en plus importantes pour les annonceurs.\u00a0 Le label DAT, d\u00e9sormais \u00e9galement disponible pour la vid\u00e9o en ligne, est une premi\u00e8re \u00e9tape importante et nous esp\u00e9rons que de plus en plus de sites web rejoindront l\u2019initiative. \u00a0\u00bb\u00a0<\/em>\u2013 Olivier Van Zeebroeck (DPG Media, Digital director)<\/p>\n<p>DPG Media (HLN, De Morgen et 7sur7), qui poss\u00e9dait d\u00e9j\u00e0 un label pour le display, l\u2019a renouvel\u00e9 pour l\u2019ann\u00e9e \u00e0 venir, de m\u00eame que Roularta (Knack) et Rossel (Sudpresse et Le Soir).<\/p>\n<p>Digital Ad Trust Belgium invite les \u00e9diteurs int\u00e9ress\u00e9s (display et vid\u00e9o) \u00e0 am\u00e9liorer la qualit\u00e9 du paysage m\u00e9diatique local et \u00e0 poser leur candidature via\u00a0<a href=\"http:\/\/www.digitaladtrust.be\/\" target=\"_blank\" rel=\"noopener\">www.digitaladtrust.be<\/a>. Vous avez jusqu\u2019au 25 mars pour introduire une nouvelle demande.<\/p>\n<p><strong><em>Envie de lire plus ?<\/em><\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/des-experts-media-sexpriment-sur-le-media-magazine-en-belgique-jonathan-rijavec\/\" target=\"_blank\" rel=\"noopener\">Des experts m\u00e9dia sur le m\u00e9dia magazine en Belgique : Jonathan Rijavec<\/a><\/li>\n<li><a href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/tendance-2021-les-abonnements-toujours-plus-importants-pour-les-editeurs\/\" target=\"_blank\" rel=\"noopener\">Tendance 2021 : les abonnements toujours plus importants pour les \u00e9diteurs<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s le lancement du label de qualit\u00e9 pour la vid\u00e9o \u00e0 l\u2019automne 2020, DPG Media et RTL Belgium sont aujourd\u2019hui les premiers \u00e9diteurs \u00e0 pouvoir se targuer d\u2019avoir re\u00e7u un label vid\u00e9o DAT. &nbsp; Les exigences de qualit\u00e9 que les \u00e9diteurs vid\u00e9o doivent respecter ont \u00e9t\u00e9 fix\u00e9es en collaboration avec&#8230;<\/p>\n","protected":false},"author":8,"featured_media":38633,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[738],"tags":[2692,2804],"class_list":["post-38632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-dat-belgium","tag-label-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - 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