{"id":9339,"date":"2016-08-01T08:57:56","date_gmt":"2016-08-01T07:57:56","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=9339"},"modified":"2016-08-22T09:34:03","modified_gmt":"2016-08-22T08:34:03","slug":"pourquoi-les-gens-se-servent-de-ad-blockers","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/pourquoi-les-gens-se-servent-de-ad-blockers\/","title":{"rendered":"Pourquoi les gens se servent-ils de bloqueurs de pub ?"},"content":{"rendered":"<p>Dans le monde num\u00e9rique, tout semble aller tr\u00e8s vite. Cela vaut aussi pour la mont\u00e9e de la frustration et de l\u2019irritation face \u00e0 la publicit\u00e9 en\u00a0ligne et la p\u00e9n\u00e9tration des \u2018ad blockers\u2019 chez les consommateurs.\u00a0Les principales raisons pour installer un bloqueur de pub (ad blocker) sont l\u2019<strong>irritation<\/strong>\u00a0<strong>vis-\u00e0-vis de la qualit\u00e9<\/strong> des annonces et l&rsquo;<strong>intrusion n\u00e9gative dans\u00a0l\u2019exp\u00e9rience m\u00e9dia<\/strong>, mais la\u00a0<strong>s\u00e9curit\u00e9<\/strong>\u00a0(\u2018malvertising\u2019) et les craintes pour\u00a0la <strong>vie priv\u00e9e <\/strong>jouent aussi un r\u00f4le.<\/p>\n<p>Les \u00e9diteurs tentent, de diff\u00e9rentes fa\u00e7ons, de convaincre les visiteurs de leurs sites de d\u00e9brancher leurs bloqueurs de pub (lire articles pr\u00e9c\u00e9dents), parfois avec un certain bonheur, mais l\u2019appel \u00e0 trouver une solution structurelle se fait de plus en plus insistant\u00a0: <strong>am\u00e9liorez la qualit\u00e9 des campagnes num\u00e9riques\u00a0!<\/strong><\/p>\n<p>Il n\u2019est pas surprenant de constater que les surfeurs expriment le plus d\u2019irritation face aux publicit\u00e9s pop-up, annonces vid\u00e9o et publicit\u00e9s mobiles qui piratent tout l\u2019\u00e9cran\u00a0: celles-ci sont les plus disruptives. Une \u00e9tude de HubSpot et Adblock dans 4 pays* a permis de constater qu\u2019une majorit\u00e9 d\u2019utilisateurs comme de non-utilisateurs voient les \u2018ad blockers\u2019 comme une am\u00e9lioration.<\/p>\n<p><strong>85 % des r\u00e9pondants<\/strong> indiquent que les sentiments n\u00e9gatifs que leur procure la publicit\u00e9 digitale sont instantan\u00e9ment transf\u00e9r\u00e9s sur le site Web tout entier et sur la marque qui communique\u00a0! Il s\u2019av\u00e8re que les annonceurs se tirent deux fois dans le pied\u00a0: leurs campagnes sont moins visibles et quand elle le sont, <strong>l\u2019effet de marque est n\u00e9gatif<\/strong>. Donc, pour les \u00e9diteurs aussi c\u2019est une mauvaise affaire. Les sites Web m\u00e9dia qui vivent de leur r\u00e9putation en mati\u00e8re de qualit\u00e9 de contenu y voient d\u00e8s lors une raison d\u2019aborder le programmatique avec r\u00e9ticence.<\/p>\n<p>Il n\u2019y a rien d\u2019\u00e9tonnant \u00e0 ce qu\u2019au niveau international la demande de normes de qualit\u00e9s ad\u00e9quates pour la publicit\u00e9 digitale se fasse plus forte. <a href=\"http:\/\/murphyapps.co\/\" target=\"_blank\">Une \u00e9tude d\u2019un fournisseur d\u2019ad blockers<\/a>\u00a0fait appara\u00eetre que <strong>71 % seraient pr\u00eats \u00e0 accepter la publicit\u00e9<\/strong> et aimeraient recevoir des contenus si ceux-ci r\u00e9pondent \u00e0 certains crit\u00e8res. Cela ne pourra r\u00e9ussir que si toutes les parties concern\u00e9es se consacrent ensemble \u00e0 la r\u00e9alisation de cet objectif. Il existe d\u00e9j\u00e0 des initiatives d\u2019organisations sectorielles et de fournisseurs ad tech en vue d\u2019\u00e9tablir des directives publicitaires efficaces. Comme le dit le CEO de l\u2019IAB, Guy Phillipson\u00a0:<\/p>\n<blockquote><p>\u00a0\u00bb People should enjoy quality content, with quality ads. \u00ab\u00a0<\/p><\/blockquote>\n<p>Sources\u00a0: <a href=\"http:\/\/www.fipp.com\/news\/features\/annoying-disruptive-ads-main-reason-for-adblockers-hubspot\" target=\"_blank\">FIPP<\/a> et <a href=\"https:\/\/www.themediabriefing.com\/article\/why-the-industry-should-be-focusing-on-ad-quality-to-counteract-ad-blocking\" target=\"_blank\">The Mediabriefing<\/a><\/p>\n<p><span style=\"font-size: 12px;\"><em>*L\u2019\u00e9tude a interrog\u00e9 1.055 utilisateurs et non-utilisateurs de bloqueurs de pub en ligne aux Etats-Unis, au Royaume-Uni, en Allemagne et en France, aux mois de mai et de juin 2016.<\/em><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Vous\u00a0voulez lire d&rsquo;autres articles sur ad blocking? <a href=\"http:\/\/www.magazinemedia.be\/fr\/?s=ad+blocker\" target=\"_blank\">D\u00e9couvrez les ICI.<\/a><\/p>\n<p>Ci-dessous, vous trouverez le chapitre &lsquo;Ad Blocking&rsquo; dans le FIPP World Innovation Report.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le monde num\u00e9rique, tout semble aller tr\u00e8s vite. Cela vaut aussi pour la mont\u00e9e de la frustration et de l\u2019irritation face \u00e0 la publicit\u00e9 en\u00a0ligne et la p\u00e9n\u00e9tration des \u2018ad blockers\u2019 chez les consommateurs.\u00a0Les principales raisons pour installer un bloqueur de pub (ad blocker) sont l\u2019irritation\u00a0vis-\u00e0-vis de la qualit\u00e9&#8230;<\/p>\n","protected":false},"author":2,"featured_media":9333,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1054],"class_list":["post-9339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pourquoi les gens se servent de ad blockers?<\/title>\n<meta name=\"description\" content=\"Ad blockers. 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