{"id":5825,"date":"2015-11-03T11:03:42","date_gmt":"2015-11-03T10:03:42","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=5825"},"modified":"2015-11-03T11:11:31","modified_gmt":"2015-11-03T10:11:31","slug":"les-annonces-ipad-egalent-les-spots-tv","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-annonces-ipad-egalent-les-spots-tv\/","title":{"rendered":"Les annonces iPad \u00e9galent les spots TV"},"content":{"rendered":"

\"Autobild<\/a>Cinq ans apr\u00e8s le lancement de l\u2019iPad, il r\u00e8gne une bonne dose de scepticisme concernant le succ\u00e8s des magazines sur tablette. \u00a0L\u2019Allemand Axel Springer a examin\u00e9 o\u00f9 en sont la perception et l\u2019impact d\u2019annonces dites \u2018in-app\u2019, et ce \u00e0 travers pas moins de trois \u00e9tudes diff\u00e9rentes. Les r\u00e9sultats sont pour le moins sensationnels.<\/p>\n

Cela fait quelques ann\u00e9es d\u00e9j\u00e0 que l\u2019\u00e9diteur allemand Axel Springer suit de tr\u00e8s pr\u00e8s les performances de ses magazines iPad et des annonces qu\u2019ils contiennent. Ces derni\u00e8res ont \u00e9t\u00e9 analys\u00e9es dans pas moins de trois \u00e9tudes, \u00e0 chaque fois pour le magazine auto Autobild. En 2011, on a mesur\u00e9 le taux de r\u00e9ponse aux publicit\u00e9s, en 2012 on a encha\u00een\u00e9 avec une \u00e9tude visant \u00e0 d\u00e9terminer l\u2019efficacit\u00e9 d\u2019annonces interactives sur tablette et en 2014 il y a eu une comparaison cross-m\u00e9dia de l\u2019effet publicitaire de l\u2019on-line, du print et des apllis pour tablette.<\/p>\n

Chacune de ces \u00e9tudes fait la d\u00e9monstration des possibilit\u00e9s des publicit\u00e9s in-app sur tablette. Avec 26 secondes de dur\u00e9e de vision moyenne, les annonces sur iPad et autres tablettes enregistrent un aussi bon score que les spots TV. L\u2019interactivit\u00e9 aussi est appr\u00e9ci\u00e9e par les lecteurs\u00a0: 38 % se sert des fonctionnalit\u00e9s interactives. Il en d\u00e9coule un taux d\u2019attention plus \u00e9lev\u00e9, mais aussi une image plus positive pour le magazine et l\u2019annonceur. Les r\u00e9sultats d\u2019\u00e9tude ont\u00a0 en effet r\u00e9v\u00e9l\u00e9 que 92 % des r\u00e9pondants avaient eu des sentiments positifs apr\u00e8s avoir vu les annonces, ce qui a \u00e9t\u00e9 mesur\u00e9 en notant les \u00e9motions faciales (FET: \u2018facial emotion tracking\u2019).<\/p>\n

Quand on compare l\u2019on-line, le print et la tablette aussi, cette derni\u00e8re sort en t\u00eate lorsqu\u2019il s\u2019agit de l\u2019effet publicitaire. Les r\u00e9pondants ayant lu le magazine sur tablette se sont par exemple souvenus du plus grand nombre de messages.<\/p>\n

Cela d\u00e9montre que les publicit\u00e9s sur tablette offrent bon nombre de possibilit\u00e9s, gr\u00e2ce au sentiment de \u2018lean-back\u2019\u00a0 – qui fait qu\u2019ils sont plus r\u00e9ceptifs aux messages \u2013\u00a0li\u00e9 aux atouts interactifs.<\/p>\n

Source: FIPP.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Cinq ans apr\u00e8s le lancement de l\u2019iPad, il r\u00e8gne une bonne dose de scepticisme concernant le succ\u00e8s des magazines sur tablette. \u00a0L\u2019Allemand Axel Springer a examin\u00e9 o\u00f9 en sont la perception et l\u2019impact d\u2019annonces dites \u2018in-app\u2019, et ce \u00e0 travers pas moins de trois \u00e9tudes diff\u00e9rentes. Les r\u00e9sultats sont pour…<\/p>\n","protected":false},"author":2,"featured_media":5822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-5825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nLes annonces iPad \u00e9galent les spots TV - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Avec 26 secondes de dur\u00e9e de vision moyenne, les annonces sur iPad et autres tablettes enregistrent un aussi bon score que les spots TV\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-annonces-ipad-egalent-les-spots-tv\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les annonces iPad \u00e9galent les spots TV - 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