[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Le saviez-vous : chaque jour en moyenne, un individu est expos\u00e9 \u00e0 plus de 1200 publicit\u00e9s<\/a>!<\/span><\/em> Ce chiffre vous para\u00eet exorbitant ? Cela signifie peut-\u00eatre que vous \u00eates victime de banner blindness<\/strong>\u00a0ou burn-out publicitaire. Ce ph\u00e9nom\u00e8ne d\u2019aveuglement touche notamment les internautes et fait l\u2019objet de nombreuses \u00e9tudes. Mais, si elle n\u2019est pas appr\u00e9ci\u00e9e de tous, la publicit\u00e9 est indispensable \u00e0 toute strat\u00e9gie marketing. Elle a pour objectif de cibler une audience et l\u2019inciter \u00e0 adopter un comportement (achat, inscription,\u2026<\/em>). D\u00e9couvrons comment faire passer un message \u00e0 un public qui ne cesse de d\u00e9tourner le regard, gr\u00e2ce au display interactif<\/strong> et aux Playable ads<\/strong><\/a><\/span><\/span>.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.19.5″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Banner blindness is an Anglicism widely used in marketing. It refers to a form of selective attention in which an individual ignores the information presented in banners. This attitude (whether conscious or unconscious) is adopted to avoid interacting with advertisements<\/strong>. indeed, the latter are perceived as likely to disrupt user experience. <\/span><\/p>\n But when is an ad visible or invisible to a user?<\/span><\/p>\n A classic display ad <\/strong>is considered visible if at least 50% of its surface is displayed on the screen for one second. In other words, the display banner has to stand out to attract interest in such a short space of time. <\/span><\/p>\n But there’s a world of difference between seeing and remembering.<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” text_orientation=”center” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n 2.5s is the time an ad has to get noticed!<\/strong><\/a><\/span><\/span><\/p>\n <\/strong><\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n After this time, 62.5% of Internet users have left the ad. For the remaining 37.5%, a phenomenon emerges: ad recall<\/strong>. In fact, there’s a link between observation intensity and memory. Basically, the duration of viewing is positively correlated with memory. This means that the more you watch an ad, the more likely it is to be remembered. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n It may seem surprising, but while 2.5 seconds may seem like a very short time, in the world of advertising it’s a very difficult time to achieve! <\/span><\/p>\n Why is this? It’s a phenomenon linked to human nature. Studies show that users have trained themselves to ignore elements that resemble advertising. This makes it more difficult for advertisers to stand out in the mass of information and ads encountered <\/span><\/p>\n Moreover, it turns out that 35% of French people block Internet advertising with software such as Ad blockers. This shows a clear rejection of this mode of communication. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”|auto|-24px|auto|false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”40px||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n A recent study gives us an overview of the average click-through rates of display campaigns for different formats: [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2023\/03\/Playable-ads-formats-campagne-display.webp” alt=”Playable ads campaign display” title_text=”Playable-ads-formats-campagne-display” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Ces taux bas ne signifient pas forc\u00e9ment que la publicit\u00e9 mise en avant est mal con\u00e7ue, ou inadapt\u00e9e, mais on constate surtout que les consommateurs sont trop habitu\u00e9s \u00e0 en voir et les ignorent donc plus facilement. Les formats Megaban et Skyscraper sont les plus durement touch\u00e9s, car consid\u00e9r\u00e9s d\u2019embl\u00e9e comme des formats publicitaires.<\/span><\/span><\/p>\n Pour rappel, les formats disponibles sur Adictiz Playable Ads<\/a><\/span> sont :<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2023\/03\/Playable-ads-formats-campagne-display-adictiz.webp” alt=”Playable ads adictiz display campaign” title_text=”Playable-ads-formats-campagne-display-adictiz” _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The lack of innovation in the advertising world is causing fatigue, and the solution may well be to be more creative<\/strong> in order to stand out from the crowd.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.19.5″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”20px||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Afin de r\u00e9pondre \u00e0 la probl\u00e9matique que nous venons de soulever, il est int\u00e9ressant de se pencher sur le mod\u00e8le de publicit\u00e9 jouable<\/strong> ou Playable Ads<\/strong>.<\/span><\/p>\n Ce format display interactif<\/strong> est id\u00e9al pour donner de la visibilit\u00e9 aux campagnes, renforcer les performances et am\u00e9liorer la notori\u00e9t\u00e9 d\u2019une marque.<\/span><\/p>\n Int\u00e9grer un mode jeu \u00e0 une publicit\u00e9 apporte de nombreux avantages et r\u00e9pond \u00e0 plusieurs objectifs :<\/span><\/p>\n L\u2019interactivit\u00e9 et la jouabilit\u00e9 du format permet \u00e0 une publicit\u00e9 display de se rendre remarquable dans le paysage publicitaire actuel.<\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.24.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” custom_margin=”-8px||||false|false” custom_padding=”20px||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_filterable_portfolio fullwidth=”off” posts_number=”8″ include_categories=”46″ show_categories=”off” show_pagination=”off” zoom_icon_color=”rgba(0,0,0,0.44)” hover_icon=”U||divi||400″ _builder_version=”4.24.0″ _module_preset=”default” title_font=”|600|||||||” title_text_color=”#000000″ title_font_size=”14px” filter_font=”|300|||||||” filter_text_color=”RGBA(255,255,255,0)” filter_font_size=”1px” filter_line_height=”1em” background_color=”RGBA(255,255,255,0)” text_orientation=”center” width=”100%” max_width=”100%” module_alignment=”center” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” link_option_url_new_window=”on” custom_css_free_form=”.et_pb_filterable_portfolio .et_pb_portfolio_filters ||li a { border:0px;” custom_css_portfolio_filters=”background: white;||border:0px;” custom_css_active_portfolio_filter=”background: white;||border:0px;” custom_css_portfolio_pagination=”background: white;||border-color: white !important;” custom_css_portfolio_pagination_active=”background: white;||border-color: white !important;” border_radii_image=”on|10px|10px|10px|10px” border_color_all_image=”#FFFFFF” box_shadow_style_image=”preset1″ box_shadow_vertical_image=”0px” box_shadow_blur_image=”13px” box_shadow_spread_image=”-5px” global_colors_info=”{}” custom_css_portfolio_filters__hover_enabled=”on|desktop” custom_css_portfolio_filters__hover=”background: white;||border-color: #ffff !important;”][\/et_pb_filterable_portfolio][et_pb_button button_url=”https:\/\/staging.adictiz.com\/catalogue-client-playable-ads\/” button_text=”Playables Ads catalog” button_alignment=”center” _builder_version=”4.24.0″ _module_preset=”default” custom_button=”on” button_text_size=”16px” button_text_color=”#000000″ button_bg_color=”#FFFFFF” button_border_width=”1px” button_border_color=”#000000″ button_border_radius=”6px” button_icon=”U||divi||400″ custom_margin=”40px||40px||false|false” locked=”off” global_colors_info=”{}” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#000000″][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src_webm=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2023\/03\/gamification-playable-ads.webm” disabled_on=”on|on|off” module_id=”videoads” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”||30px||false|false” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”][\/et_pb_video][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” custom_padding=”20px|20px|20px|20px|false|false” border_radii=”on|6px|6px|6px|6px” global_colors_info=”{}”]<\/p>\n Envie de d\u00e9couvrir d\u2019autres exemples concrets li\u00e9s \u00e0 la Playable Ads<\/strong>\u00a0? Nous vous invitons \u00e0 d\u00e9couvrir trois cas clients<\/strong><\/span> dans notre webinar en replay<\/a><\/span><\/span> !<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In this respect, the click-to-play <\/strong>rate of playable Ads (7%) is far higher than the average click rate of conventional display (0.10%)<\/span><\/p>\n It’s interesting to note that a playable Ads campaign performs better in terms of clicks than a classic ad. However, if the campaign only reaches a very small audience, its value is limited. That’s why it’s essential to consider the distribution plan for a campaign to ensure its success. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Comment s\u2019assurer de la diffusion strat\u00e9gique et efficace d\u2019une campagne de Playable Ads ?<\/span><\/p>\n Le premier \u00e9l\u00e9ment allant dans ce sens est l\u2019int\u00e9gration d\u2019une audience cibl\u00e9e<\/strong> :<\/span><\/p>\n Mais ce n\u2019est pas tout. Il est aussi possible d\u2019aller chercher des audiences hyper-qualifi\u00e9es<\/strong>. Et quoi de plus qualifi\u00e9 que vos propres prospects ou clients ?<\/span><\/p>\n Dans la diffusion d\u2019une playable Ads<\/strong>, il est possible de :<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2023\/04\/playable-ads-diffusion.webp” alt=”Playable ads diffusion” title_text=”playable-ads-diffusion” _builder_version=”4.19.5″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.19.5″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.21.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n As you can see from Dale’s learning cone below, the game format drastically increases memorization around an activity, product or brand. [\/et_pb_text][et_pb_image src=”https:\/\/staging.adictiz.com\/wp-content\/uploads\/2023\/04\/playable-ads-cone-apprentissage-dale.webp” alt=”playable ads cone learning dale” title_text=”playable-ads-cone-learning-dale” align=”center” _builder_version=”4.19.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Le temps pass\u00e9 par un utilisateur aupr\u00e8s d\u2019une marque est plus important lorsqu\u2019il consulte un format jouable<\/strong><\/a><\/span><\/span>.<\/span><\/p>\n\n
Banner blindness: consumers blinded by advertising, how can we restore their sight?<\/strong><\/h2>\n
Digital advertising desperately seeks audience<\/strong><\/h3>\n
There is none so blind as those who won’t see<\/strong><\/h3>\n
And for those who are touched by advertising? <\/strong><\/strong><\/h3>\n
Bloc format: 0,14%
Megaban: 0,08%
Skyscraper: 0,10%
<\/span><\/span><\/p>\n
Pav\u00e9 (300 x 250)
Grand angle (300 x 600)
Habillage (1800 x 1000)
Intersticiels (640 x 960)<\/span><\/p>\nEnsure the visibility of your display formats with Playable Ads<\/h2>\n
Playable advertsing: a solution to counter banner blindness?<\/strong><\/h3>\n
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No campaign performance without an optimized distribution plan<\/strong><\/h3>\n
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<\/span><\/li>\n<\/ul>\nIncrease recall and time spent with your brand thanks to interactive displays<\/h2>\n
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