{"id":42688,"date":"2022-05-12T09:47:32","date_gmt":"2022-05-12T07:47:32","guid":{"rendered":"https:\/\/wemedia.be\/magazinemedia\/?p=42688"},"modified":"2022-05-19T16:57:16","modified_gmt":"2022-05-19T14:57:16","slug":"euh-brand-suitability","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/euh-brand-suitability\/","title":{"rendered":"Euh&#8230; Brand suitability"},"content":{"rendered":"<p><em><strong>Par les temps qui courent, nous sommes submerg\u00e9s de nouveaux mots de jargon, souvent li\u00e9s \u00e0 la technologie. Mais que signifient-ils au juste\u00a0? Et que pouvez-vous en faire\u00a0? Magazine Media est heureux de vous servir de guide en donnant la parole \u00e0 des experts en la mati\u00e8re. Bert Velghe, <\/strong><strong>Digital Business Development Lead chez DPG Media Advertising, sait tout sur la brand suitability.<\/strong><\/em><\/p>\n<h2>La brand suitability, c\u2019est quoi\u00a0?<\/h2>\n<p>Depuis des ann\u00e9es, la brand safety (ou s\u00e9curit\u00e9 de marque) est un sujet br\u00fblant dans le monde de la publicit\u00e9. Les marques veulent faire leur publicit\u00e9 dans un environnement s\u00fbr, et non, par exemple, dans un contexte de violence, de sexe, ou encore de catastrophes. Le corona a encore renforc\u00e9 cette tendance.<\/p>\n<p>Diff\u00e9rents outils aident \u00e0 ne faire de la publicit\u00e9 que dans des environnements s\u00fbrs. Dans le cas de la publicit\u00e9 programmatique, vous pouvez par exemple faire appel \u00e0 des solutions de mesure tierces (\u2018Third Party Measurement\u2019) pour faire en sorte que vos annonces n\u2019apparaissent pas autour de certains mots. Ces outils sont particuli\u00e8rement s\u00fbrs, mais \u00e9galement binaires\u00a0: lorsque vous introduisez un mot sp\u00e9cifique, votre publicit\u00e9 ne para\u00eetra jamais en regard d\u2019un article contenant ce mot. M\u00eame pas s\u2019il s\u2019agit d\u2019un contexte s\u00fbr. Un article sur le corona peut \u00eatre consacr\u00e9 \u00e0 une hausse dans le nombre de d\u00e9c\u00e8s, mais peut tout aussi bien traiter d\u2019un nouveau hobby que quelqu\u2019un s\u2019est trouv\u00e9 pendant la crise sanitaire. Dans les deux cas, l\u2019outil fera en sorte que votre annonce ne para\u00eetra pas.<\/p>\n<p>La <strong>brand suitability<\/strong> (ou l\u2019ad\u00e9quation de la marque) part d\u2019un maillage plus fin. Ce cadre, d\u00e9velopp\u00e9 par la GARM (Global Alliance\u00a0for Responsible Media), pr\u00e9voit une gradation. On peut opter pour des termes \u00e0 moyen et \u00e0 faible risque et indiquer \u00e0 chaque fois quel risque on est pr\u00eat \u00e0 prendre. Les termes \u00e0 haut risque sont en tout cas exclus. DPG Media a d\u00e9velopp\u00e9 un cadre d\u2019impl\u00e9mentation qui vous permet d\u2019op\u00e9rer vos choix\u00a0; une premi\u00e8re europ\u00e9enne.<\/p>\n<h2>Pourquoi cela reste-t-il une tendance\u00a0?<\/h2>\n<p>Pendant la crise du corona, chaque \u00e9diteur \u2013 mais aussi chaque annonceur \u2013 a pu voir combien d\u2019inventaires avaient \u00e9t\u00e9 coup\u00e9s. Il en d\u00e9coule qu\u2019un tas de limites s\u2019imposent \u00e0 qui veut faire de la publicit\u00e9 sur les sites Web premium, ce que souhaitent faire beaucoup de marques. Du coup, certaines franchissent le pas vers les m\u00e9dias sociaux, o\u00f9 l\u2019on est bien \u00e9videmment encore moins s\u00fbr du contexte dans lequel para\u00eet son annonce.<\/p>\n<p>Entre-temps, le corona est quelque peu pass\u00e9 \u00e0 l\u2019arri\u00e8re-plan, mais une guerre a pris sa place. Cela me pousse \u00e0 conclure que le besoin de <strong>brand suitability<\/strong> ne fera que cro\u00eetre.<\/p>\n<h2>Que peuvent en faire les magazines, les \u00e9diteurs de magazines ou les annonceurs magazine\u00a0?<\/h2>\n<p>Certains \u00e9diteurs y sont bien s\u00fbr plus sensibles que d\u2019autres. DPG Media a surtout en portefeuille des titres de showbiz, o\u00f9 \u00e7a joue moins. Cependant, les magazines collant de plus pr\u00e8s \u00e0 l\u2019actualit\u00e9 ont vraiment tout int\u00e9r\u00eat \u00e0 miser sur la <strong>brand suitability<\/strong>. Quant aux annonceurs, ils sont en qu\u00eate de reach sur des plateformes premium et ont en tout cas int\u00e9r\u00eat \u00e0 ce que leurs s\u00e9lections partent d\u2019un maillage aussi fin que possible. Ils s\u2019assurent ainsi, d\u2019une part, du bon contexte, mais aussi, d\u2019autre part, de suffisamment d\u2019audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par les temps qui courent, nous sommes submerg\u00e9s de nouveaux mots de jargon, souvent li\u00e9s \u00e0 la technologie. Mais que signifient-ils au juste\u00a0? Et que pouvez-vous en faire\u00a0? Magazine Media est heureux de vous servir de guide en donnant la parole \u00e0 des experts en la mati\u00e8re. Bert Velghe, Digital&#8230;<\/p>\n","protected":false},"author":413,"featured_media":42689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[3433],"class_list":["post-42688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-brand-suitability-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Euh... Brand suitability - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Par les temps qui courent, nous sommes submerg\u00e9s de nouveaux mots de jargon, souvent li\u00e9s \u00e0 la technologie. 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