{"id":4493,"date":"2018-10-31T17:23:46","date_gmt":"2018-10-31T21:23:46","guid":{"rendered":"http:\/\/stage.hearts-science.com\/how-brand-safety-and-bold-creative-mix\/"},"modified":"2019-02-08T16:51:29","modified_gmt":"2019-02-08T21:51:29","slug":"protection-de-la-marque-mais-audace-creative","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/fr-ca\/protection-de-la-marque-mais-audace-creative\/","title":{"rendered":"Protection de la marque, mais audace cr\u00e9ative"},"content":{"rendered":"

Risquer la cr\u00e9ativit\u00e9 ou risquer la port\u00e9e?<\/h1>\n

Judicieusement dos\u00e9, le risque a un r\u00f4le \u00e0 jouer dans vos annonces.<\/p>\n

Nous avons vu des entreprises paniquer \u00e0 l\u2019id\u00e9e d\u2019avoir du contenu audacieux dans leurs annonces sans trop s\u2019inqui\u00e9ter de savoir \u00e0 c\u00f4t\u00e9 de quoi elles s\u2019affichent sur le Web.<\/p>\n

Mettons que vous annoncez une agence immobili\u00e8re et avez configur\u00e9 votre ciblage contextuel pour \u00ab\u00a0appartement \u00e0 Rosemont\u00a0\u00bb ou \u00ab\u00a0maison \u00e0 Longueuil\u00a0\u00bb. Il vaut mieux que ces annonces ne s\u2019affichent pas \u00e0 c\u00f4t\u00e9 d\u2019un article sur un incendie ou un crime qui vient de se produire dans le quartier ou sur l\u2019\u00e9pid\u00e9mie de rage qui d\u00e9cime les ratons laveurs des environs.<\/p>\n

Cela donnerait \u00e0 vos annonces une \u00ab\u00a0port\u00e9e n\u00e9gative\u00a0\u00bb, causant des dommages \u00e9normes \u00e0 votre marque. Chez Hearts & Science, nous accordons beaucoup d\u2019attention \u00e0 l\u2019endroit o\u00f9 vos annonces seront affich\u00e9es.<\/p>\n

L\u2019impact de la port\u00e9e n\u00e9gative<\/b><\/h2>\n

\u00c0 une \u00e9poque o\u00f9 les entreprises doivent s\u2019exprimer sur des enjeux de soci\u00e9t\u00e9 alors que les consommateurs les d\u00e9noncent promptement sur les r\u00e9seaux sociaux en cas de faux pas, les marques doivent s\u2019assurer que leurs annonces sont parfaitement align\u00e9es sur l\u2019objectif global vis\u00e9.<\/p>\n

Il ne vaut pas la peine de maximiser la port\u00e9e de votre publicit\u00e9 si cela nuit \u00e0 votre image de marque: c\u2019est un g\u00e2chis qui vous co\u00fbtera cher.<\/p>\n

Les consommateurs de la g\u00e9n\u00e9ration\u00a0X et du mill\u00e9naire sont particuli\u00e8rement sensibles \u00e0 la port\u00e9e n\u00e9gative.<\/p>\n

\"\"

Les Forces du changement \u2013 Attention de l\u2019audience Internet<\/a> \u2013 Statistiques<\/p><\/div>\n

Le pire, c\u2019est que 51\u00a0% d\u2019entre eux \u00e9viteront d\u00e9sormais d\u2019acheter les produits de cette marque, m\u00eame si elle n\u2019est pas responsable du placement de l\u2019annonce.<\/p>\n

Article connexe\u00a0:<\/b> Se faire entendre des mill\u00e9niaux<\/a><\/p>\n

Votre marque est-elle bien prot\u00e9g\u00e9e?<\/p>\n

Renforcer ses d\u00e9fenses<\/b><\/h2>\n

M\u00eame s\u2019il n\u2019existe aucun moyen s\u00fbr et certain de prot\u00e9ger votre marque \u00e0 100\u00a0%, vous pouvez et devez prendre certaines mesures pour att\u00e9nuer les effets de la port\u00e9e n\u00e9gative.<\/p>\n

    \n
  1. Engagez un fournisseur externe de services de v\u00e9rification.<\/li>\n
  2. Contr\u00f4lez les sites o\u00f9 vous affichez vos annonces \u00e0 l\u2019aide de technologie ainsi que manuellement.<\/li>\n
  3. Adoptez ads.txt pour v\u00e9rifier les fournisseurs autoris\u00e9s.<\/li>\n
  4. Passez d\u2019une plateforme d\u2019offre (supply-side platform\u00a0\u2013 SSP) \u00e0 un march\u00e9 priv\u00e9 (private marketplace\u00a0\u2013 PMP).<\/li>\n
  5. Testez r\u00e9guli\u00e8rement votre technologie contre le risque de fraude.<\/li>\n
  6. Dressez vos propres listes blanches et v\u00e9rifiez-les avec des humains.<\/li>\n<\/ol>\n

    \u00ab\u00a0Toutes les marques et toutes les agences doivent conna\u00eetre et surveiller chacun des domaines o\u00f9 l\u2019annonce est diffus\u00e9e en utilisant des outils technologiques et humains. Les agences m\u00e9dia ach\u00e8tent des m\u00e9dias. Si elles ne savent pas exactement sur quels sites l\u2019annonce se retrouve, elles ne font pas leur boulot.\u00a0\u00bb
    \n\u2013Megan Pagliuca, directrice de la strat\u00e9gie num\u00e9rique chez Hearts & Science<\/i><\/p><\/blockquote>\n

    La port\u00e9e n\u00e9gative, \u00e7a existe, mais on peut la combattre avec un peu de collaboration.<\/p>\n

    Pour en savoir plus sur la protection de la marque et la port\u00e9e n\u00e9gative, lisez le livre blanc des Forces du changement.<\/a><\/p>\n

    Cr\u00e9er avec audace<\/b><\/h2>\n

    Sans jamais n\u00e9gliger la protection de la marque \u00e0 l\u2019esprit, ne laissez pas pour autant la cr\u00e9ation de c\u00f4t\u00e9! L\u2019audace dans la cr\u00e9ation peut aider votre marque \u00e0 se faire remarquer de mani\u00e8re positive. Une annonce bien ficel\u00e9e et bien positionn\u00e9e attirera les clients que vous d\u00e9sirez.<\/p>\n

    Sachez qui sont vos consommateurs cibles, et attirez-les avec un clin d\u2019\u0153il!<\/p>\n

    \"\"

    Campagnes \u00ab\u00a0Malteser Typo Crash\u00a0\u00bb et \u00ab\u00a0Stack Overflow Jobs\u00a0\u00bb<\/p><\/div>\n

    Si votre annonce est trop \u00ab\u00a0timide\u00a0\u00bb, vous souffrez peut-\u00eatre d\u2019un exc\u00e8s de prudence. Osez, question de voir o\u00f9 \u00e7a vous m\u00e8ne!<\/p>\n

    Le meilleur de deux mondes<\/b><\/h2>\n

    Dans notre travail pour les clients, nous faisons tr\u00e8s attention \u00e0 placer des annonces audacieuses dans des sites responsables. Nos campagnes sont con\u00e7ues pour favoriser une port\u00e9e de qualit\u00e9 plut\u00f4t que la quantit\u00e9, afin de maximiser vos revenus, pas juste le nombre de vues.<\/p>\n

    Entrez en contact avec notre \u00e9quipe<\/a> pour cr\u00e9er la campagne parfaite, ou lisez la version int\u00e9grale du rapport de Forces du changement<\/a> sur la port\u00e9e n\u00e9gative.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Risquer la cr\u00e9ativit\u00e9 ou risquer la port\u00e9e? Judicieusement dos\u00e9, le risque a un r\u00f4le \u00e0 jouer dans vos annonces. Nous avons vu des entreprises paniquer \u00e0 l\u2019id\u00e9e d\u2019avoir du contenu audacieux dans leurs annonces sans trop s\u2019inqui\u00e9ter de savoir \u00e0 c\u00f4t\u00e9 de quoi elles s\u2019affichent sur le Web. Mettons que vous annoncez une agence immobili\u00e8re […]<\/p>\n","protected":false},"author":18,"featured_media":7043,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-4493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles-de-lindustrie-fr-ca"],"acf":[],"yoast_head":"\nProtection de la marque, mais audace cr\u00e9ative – Hearts & Science<\/title>\n<meta name=\"description\" content=\"Judicieusement dos\u00e9, le risque a un r\u00f4le \u00e0 jouer dans vos annonces.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/fr-ca\/protection-de-la-marque-mais-audace-creative\/\" \/>\n<meta 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