![\"Halo-effect\"](\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/08\/grafiek-3-halo-effect.png\")
<\/a><\/p>\nPassons en revue les conclusions comScore\u00a0:<\/p>\n
- \n
- En moyenne, compar\u00e9es aux m\u00eames campagnes sur d\u2019autres sites, les publicit\u00e9s display et vid\u00e9o sur les sites d\u2019\u00e9diteur premiums engendrent au niveau de la notori\u00e9t\u00e9 de marque une augmentation suppl\u00e9mentaire de 67 % (l\u2019effet de halo).<\/li>\n
- Les \u00e9diteurs premiums sont 3 fois plus efficaces sur des param\u00e8tres comme la pr\u00e9f\u00e9rence, l\u2019intention d\u2019achat et l\u2019intention de recommandation.<\/li>\n
- La raison de cette efficacit\u00e9 accrue se trouve dans le fait que, sur leurs sites, les \u00e9diteurs premiums obtiennent une visibilit\u00e9 (\u2018viewability\u2019) sup\u00e9rieure et que, par cons\u00e9quent, ils sont moins souvent confront\u00e9s \u00e0 un trafic frauduleux ou non valable (non humain).<\/li>\n<\/ul>\n
L\u2019\u00e9tude rejoint parfaitement une \u00e9tude allemande datant de 2015<\/a> ayant r\u00e9parti les sites Web en \u2018Editorial Media\u2019, \u2018Functional Media\u2019 et \u2018Social Media\u2019. Lorsqu\u2019il s\u2019agit de confiance et d\u2019autorit\u00e9, les sites r\u00e9dactionnels font clairement mieux que tous les autres types, ce qui a un impact positif sur les marques qui communiquent.<\/p>\n
Stimul\u00e9e par l\u2019essor de la publicit\u00e9 programmatique et les probl\u00e8mes de fraude num\u00e9rique, toute la discussion autour de l\u2019effet du contexte ne date pas d\u2019hier. Arm\u00e9 de cette \u00e9tude, comScore avertit qu\u2019il ne faut pas perdre de vue l\u2019importance de la qualit\u00e9 du m\u00e9dia (du contexte), puisque celle-ci (celui-ci) a un impact consid\u00e9rable sur l\u2019efficacit\u00e9 publicitaire.<\/p>\n
![\"grafiek](\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/08\/grafiek-2-average-brand-lift-1024x678.png\")
<\/a><\/p>\nLes campagnes, notamment, qui se fixent pour objectif de renforcer le lien avec la marque et d\u2019am\u00e9liorer la relation avec les consommateurs, profiteront de l\u2019environnement qualitatif des sites Web m\u00e9dia et d\u2019autres \u00e9diteurs premiums.<\/p>\n
Autres liens \u00e0 consulter dans ce cadre\u00a0:<\/p>\n
- \n
- Les sites Web r\u00e9dactionnels sont bons pour votre marque !<\/a><\/li>\n
- Digital Editorial Media (sites media) sont tr\u00e8s appr\u00e9ci\u00e9s<\/a><\/li>\n
- Trouv\u00e9 : le meilleur environnement digital pour votre publicit\u00e9<\/a><\/li>\n
- Pourquoi les gens se servent-ils de bloqueurs de pub\u00a0?<\/a><\/li>\n
- Les avantages particuliers des m\u00e9dias magazines digitaux<\/a><\/li>\n<\/ul>\n
* Digital Content Next\u00a0:\u00a0https:\/\/digitalcontentnext.org\/membership\/members\/<\/p>\n","protected":false},"excerpt":{"rendered":"
L\u2019efficacit\u00e9 de campagnes num\u00e9riques augmente de 51 % si celles-ci sont plac\u00e9es dans un contexte de qualit\u00e9. Telle est la conclusion majeure d\u00e9gag\u00e9e par comScore de l\u2019\u00e9tude de \u2018l\u2019effet de halo\u2019 qu\u2019ont les sites de contenu de qualit\u00e9 sur les campagnes publicitaires. Les sites Web dits \u2018premium\u2019* se distinguent des…<\/p>\n","protected":false},"author":2,"featured_media":9351,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1547],"class_list":["post-9357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-digital-fr-3"],"acf":[],"yoast_head":"\n
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- Les sites Web r\u00e9dactionnels sont bons pour votre marque !<\/a><\/li>\n