{"id":242303,"date":"2024-06-07T11:55:20","date_gmt":"2024-06-07T11:55:20","guid":{"rendered":"https:\/\/new.adkomo.com\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/"},"modified":"2026-04-20T09:22:47","modified_gmt":"2026-04-20T09:22:47","slug":"une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/","title":{"rendered":"Une \u00e9tude de Stagwell r\u00e9v\u00e8le des opportunit\u00e9s inexploit\u00e9es dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 d\u2019articles de presse controvers\u00e9s"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"242303\" class=\"elementor elementor-242303 elementor-3743\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7b4f2e5 e-flex e-con-boxed e-con e-parent\" data-id=\"7b4f2e5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3c70be9 elementor-widget elementor-widget-text-editor\" data-id=\"3c70be9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Les sp\u00e9cialistes du marketing pourraient se montrer excessivement prudents en mati\u00e8re de s\u00e9curit\u00e9 de la marque, passant ainsi potentiellement \u00e0 c\u00f4t\u00e9 d\u2019opportunit\u00e9s pr\u00e9cieuses, selon une nouvelle \u00e9tude de Stagwell. Garantir la s\u00e9curit\u00e9 de la marque est devenu de plus en plus complexe en raison de la mont\u00e9e des contenus clivants et de la d\u00e9sinformation, ainsi que du manque de contr\u00f4le sur les placements publicitaires. Les articles de presse traitant de sujets controvers\u00e9s, tels que les \u00e9lections de 2024 ou le conflit isra\u00e9lo-palestinien, tombent souvent dans une zone grise qui laisse les annonceurs incertains quant \u00e0 leur impact sur les marques. La nouvelle \u00e9tude de Stagwell examine l\u2019efficacit\u00e9 de la publicit\u00e9 \u00e0 c\u00f4t\u00e9 de tels sujets d\u2019actualit\u00e9 controvers\u00e9s et ses implications pour la s\u00e9curit\u00e9 de la marque et l\u2019intention d\u2019achat.   <\/p><p>L\u2019\u00e9tude \u00ab Future of News Study \u00bb de Stagwell a r\u00e9v\u00e9l\u00e9 que les publicit\u00e9s plac\u00e9es \u00e0 c\u00f4t\u00e9 d\u2019articles sur des sujets \u00ab risqu\u00e9s \u00bb comme l\u2019inflation et la criminalit\u00e9 sont presque aussi performantes que celles plac\u00e9es \u00e0 c\u00f4t\u00e9 de sujets \u00ab s\u00fbrs \u00bb comme le sport. Alors que 25 % des Am\u00e9ricains s\u2019identifient comme des \u00ab accros \u00e0 l\u2019actualit\u00e9 \u00bb, \u00e9viter les sujets controvers\u00e9s peut limiter la port\u00e9e des campagnes et emp\u00eacher de mobiliser une audience significative. <\/p><p>\u00ab Cette \u00e9tude montre essentiellement que les canaux offrant un journalisme de qualit\u00e9 sont totalement s\u00fbrs \u00bb, a d\u00e9clar\u00e9 Dritan Nesho, PDG de HarrisX, un cabinet de conseil en recherche faisant partie de Stagwell. \u00ab Non seulement les marques sont en s\u00e9curit\u00e9, mais elles soutiennent une presse saine et florissante, ce qui est essentiel \u00e0 notre d\u00e9mocratie. \u00bb <\/p><p>Le rapport fait partie d\u2019une initiative plus large de Stagwell intitul\u00e9e \u00ab Future of News \u00bb, comprenant des \u00e9tudes et des \u00e9v\u00e9nements \u00e9valuant l\u2019\u00e9tat de la publicit\u00e9 dans les m\u00e9dias d\u2019information. L\u2019\u00e9tude est bas\u00e9e sur une enqu\u00eate en ligne men\u00e9e aupr\u00e8s de pr\u00e8s de 50 000 adultes, avec une repr\u00e9sentation \u00e9quilibr\u00e9e des genres et une tranche d\u2019\u00e2ge diversifi\u00e9e. Les r\u00e9pondants comprenaient 64 % de Blancs, 16 % d\u2019Hispaniques, 11 % de Noirs\/Afro-Am\u00e9ricains et 9 % s\u2019identifiant comme \u00ab autres \u00bb.  <\/p><h3>Principales conclusions<\/h3><p>L\u2019une des conclusions significatives est l\u2019impact minimal sur l\u2019intention d\u2019achat lors de la comparaison de publicit\u00e9s plac\u00e9es \u00e0 proximit\u00e9 d\u2019articles positifs ax\u00e9s sur le divertissement par rapport \u00e0 celles proches d\u2019articles plus n\u00e9gatifs, tels que l\u2019inflation. Par exemple, chez les consommateurs de la g\u00e9n\u00e9ration Z, l\u2019intention d\u2019achat moyenne pour les publicit\u00e9s \u00e0 c\u00f4t\u00e9 d\u2019articles sur le conflit au Moyen-Orient \u00e9tait de 65 %, soit seulement un peu moins que les 69 % pour les articles sportifs. Les publicit\u00e9s \u00e0 proximit\u00e9 d\u2019articles li\u00e9s \u00e0 l\u2019inflation affichaient une intention d\u2019achat de 66 %, et celles proches d\u2019articles sur la criminalit\u00e9 \u00e9taient \u00e0 67 %.  <\/p><p>\u00ab Les Am\u00e9ricains savent faire la distinction entre le contenu et les publicit\u00e9s, et un contenu complexe n\u2019affecte pas n\u00e9cessairement les indicateurs de marque \u00bb, a expliqu\u00e9 M. Nesho. \u00ab C\u2019est un point crucial pour les discussions sur la s\u00e9curit\u00e9 de la marque. \u00bb <\/p><h3>Aper\u00e7us d\u00e9mographiques<\/h3><p>L\u2019intention d\u2019achat li\u00e9e au placement publicitaire \u00e0 proximit\u00e9 d\u2019articles de presse peut varier selon les donn\u00e9es d\u00e9mographiques, telles que les revenus. Pour les consommateurs \u00e0 revenus \u00e9lev\u00e9s, les publicit\u00e9s \u00e0 c\u00f4t\u00e9 d\u2019informations politiques de haute qualit\u00e9 pr\u00e9sentaient une intention d\u2019achat de 72 %, juste en dessous des 74 % pour les articles de divertissement. Pour les m\u00e8res de famille, l\u2019intention d\u2019achat pour les publicit\u00e9s \u00e0 proximit\u00e9 d\u2019articles neutres et n\u00e9gatifs \u00e9tait syst\u00e9matiquement de 70 %.  <\/p><h3>Cibler les passionn\u00e9s d\u2019actualit\u00e9<\/h3><p>Le rapport de Stagwell souligne l\u2019importance de faire de la publicit\u00e9 aupr\u00e8s d\u2019\u00e9diteurs de haute qualit\u00e9 pour r\u00e9pondre aux pr\u00e9occupations de s\u00e9curit\u00e9 de la marque. Contrairement \u00e0 la port\u00e9e plus large de plateformes comme Google ou Meta, un partenariat direct avec des \u00e9diteurs r\u00e9put\u00e9s peut offrir un meilleur contr\u00f4le et une plus grande efficacit\u00e9. <\/p><p>\u00ab Pour les annonceurs, atteindre les 25 % d\u2019Am\u00e9ricains qui s\u2019identifient comme des accros \u00e0 l\u2019actualit\u00e9 repr\u00e9sente une opportunit\u00e9 majeure \u00bb, a d\u00e9clar\u00e9 M. Nesho. \u00ab Ces personnes suivent l\u2019actualit\u00e9 de pr\u00e8s et ne sont pas facilement atteignables via les canaux de divertissement ou de sport. Il existe un potentiel immense pour les annonceurs d\u2019engager cette audience directement. \u00bb <\/p><p>Les conclusions de Stagwell sugg\u00e8rent que, bien que la prudence concernant la s\u00e9curit\u00e9 de la marque soit compr\u00e9hensible, il existe des opportunit\u00e9s substantielles dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 de contenus d\u2019actualit\u00e9 de haute qualit\u00e9, bien que controvers\u00e9s. Cette approche pourrait aider les sp\u00e9cialistes du marketing \u00e0 atteindre une audience d\u00e9vou\u00e9e et engag\u00e9e tout en soutenant le r\u00f4le essentiel d\u2019une presse florissante. <\/p><p>Source : <a href=\"https:\/\/www.marketingdive.com\/news\/advertising-next-controversial-news-articles-what-the-numbers\/717548\/\">MarketingDive<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Les sp\u00e9cialistes du marketing pourraient se montrer excessivement prudents en mati\u00e8re de s\u00e9curit\u00e9 de la marque, passant ainsi potentiellement \u00e0 c\u00f4t\u00e9 d\u2019opportunit\u00e9s pr\u00e9cieuses, selon une nouvelle \u00e9tude de Stagwell. Garantir la s\u00e9curit\u00e9 de la marque est devenu de plus en plus complexe en raison de la mont\u00e9e des contenus clivants et de la d\u00e9sinformation, ainsi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":242304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[92,113,131],"class_list":["post-242303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-publicite-display","tag-publicite-native","tag-publicite-social"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Une \u00e9tude de Stagwell r\u00e9v\u00e8le des opportunit\u00e9s inexploit\u00e9es dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 d\u2019articles de presse controvers\u00e9s - Adkomo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Une \u00e9tude de Stagwell r\u00e9v\u00e8le des opportunit\u00e9s inexploit\u00e9es dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 d\u2019articles de presse controvers\u00e9s - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Les sp\u00e9cialistes du marketing pourraient se montrer excessivement prudents en mati\u00e8re de s\u00e9curit\u00e9 de la marque, passant ainsi potentiellement \u00e0 c\u00f4t\u00e9 d\u2019opportunit\u00e9s pr\u00e9cieuses, selon une nouvelle \u00e9tude de Stagwell. Garantir la s\u00e9curit\u00e9 de la marque est devenu de plus en plus complexe en raison de la mont\u00e9e des contenus clivants et de la d\u00e9sinformation, ainsi [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\" \/>\n<meta property=\"og:site_name\" content=\"Adkomo\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-07T11:55:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-20T09:22:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adkomo.com\/wp-content\/uploads\/2024\/06\/pexels-olly-926390.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1410\" \/>\n\t<meta property=\"og:image:height\" content=\"971\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"marketing_new\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"marketing_new\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\"},\"author\":{\"name\":\"marketing_new\",\"@id\":\"https:\/\/www.adkomo.com\/fr\/#\/schema\/person\/7644795dc0eb395ebe1f8c4b3bc03826\"},\"headline\":\"Une \u00e9tude de Stagwell r\u00e9v\u00e8le des opportunit\u00e9s inexploit\u00e9es dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 d\u2019articles de presse controvers\u00e9s\",\"datePublished\":\"2024-06-07T11:55:20+00:00\",\"dateModified\":\"2026-04-20T09:22:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\"},\"wordCount\":846,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.adkomo.com\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.adkomo.com\/wp-content\/uploads\/2024\/06\/pexels-olly-926390.jpg\",\"keywords\":[\"Publicit\u00e9 Display\",\"Publicit\u00e9 Native\",\"Publicit\u00e9 Social\"],\"articleSection\":[\"Actualit\u00e9s du secteur\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\",\"url\":\"https:\/\/www.adkomo.com\/fr\/une-etude-de-stagwell-revele-des-opportunites-inexploitees-dans-la-publicite-a-cote-darticles-de-presse-controverses\/\",\"name\":\"Une \u00e9tude de Stagwell r\u00e9v\u00e8le des opportunit\u00e9s inexploit\u00e9es dans la publicit\u00e9 \u00e0 c\u00f4t\u00e9 d\u2019articles de presse controvers\u00e9s - 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