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Comment la visibilité, l’audibilité et le temps
impactent l’efficacité branding ?
Les questions
sans réponse
•  Quel pourrait être le standard
pour l’efficacité de la publicité
vidéo ?
•  En quoi la visib...
1640,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
0 5 10 15 20 25 30
Unaided(any)
Video Time Visible Play Time
...
164
L’efficacité du message est correlée au temps
visible pour les indicateurs de souvenir et de
notoriété
0,0%
10,0%
20,0...
164
A moins de 6s, l’impact du message se situe
entre 15% et 28% de son efficacité à
complétion
18
15
27
28
Notoriété
Top ...
Benchmark des formats en tenant
compte de leur mode de vente
96
41
33
39
93
45
47
79
108
155
189
155
103
159
131
127
Brand...
TEADS.TV
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[HUBDAY] Teads.tv - Comment la visibilité, l'audibilité et le temps impactent l'efficacité branding ?

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Teads.tv - Comment la visibilité, l'audibilité et le temps impactent l'efficacité branding ? Support présenté dans le cadre de la conférence HUBDAY Future of Video & Digital Creativity du 2 juillet, organisée par le HUB Institute.

Published in: Marketing
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[HUBDAY] Teads.tv - Comment la visibilité, l'audibilité et le temps impactent l'efficacité branding ?

  1. 1. Comment la visibilité, l’audibilité et le temps impactent l’efficacité branding ?
  2. 2. Les questions sans réponse •  Quel pourrait être le standard pour l’efficacité de la publicité vidéo ? •  En quoi la visibilité, l’audibilité impactent les indicateurs de branding ? •  Comment comparer les formats en intégrant leur mode d’achat ? (CPM, CPV) •  Quels enseignements pour la création des messages publicitaires ?Institut : Millward Brown Echantillon : 5 168 Adultes de 18 + aux US Publicité testée : spot Volkswagen Tiguan de 30 secondes
  3. 3. 1640,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% 45,0% 0 5 10 15 20 25 30 Unaided(any) Video Time Visible Play Time Q. When thinking of auto brands, which brands come to mind? L’efficacité maximum s’obtient quand la vidéo est visible et vue à 100%
  4. 4. 164 L’efficacité du message est correlée au temps visible pour les indicateurs de souvenir et de notoriété 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 0-6 seconds 6-12 seconds 12-18 seconds 18-24 seconds 24-30 seconds Full Ad Awareness Metrics by visible time Noticeability Unaided (any) Unaided (first) Message Association
  5. 5. 164 A moins de 6s, l’impact du message se situe entre 15% et 28% de son efficacité à complétion 18 15 27 28 Notoriété Top of mind Association du message Souvernir 0-6 seconds Full ad
  6. 6. Benchmark des formats en tenant compte de leur mode de vente 96 41 33 39 93 45 47 79 108 155 189 155 103 159 131 127 Brand favorability Message Association Brand awareness Online ad awareness Trueview CPV inRead CPV Facebook CPM Preroll CPM Index 100 = moyenne des formats vidéos Le format inRead de Teads inRead est 55% plus efficace que la moyenne des formats vidéos sur les critères de souvenir et d’association du message, et génère 89% d’impact suplémentaire sur la notoriété de la marque.
  7. 7. TEADS.TV

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