{"id":1689,"date":"2020-02-14T13:52:13","date_gmt":"2020-02-14T11:52:13","guid":{"rendered":"https:\/\/optidigital.com\/?p=1689"},"modified":"2025-05-05T16:09:21","modified_gmt":"2025-05-05T14:09:21","slug":"le-rafraichissement-automatique-des-publicites-est-il-rentable","status":"publish","type":"post","link":"https:\/\/optidigital.com\/fr\/ressources\/blog\/le-rafraichissement-automatique-des-publicites-est-il-rentable\/","title":{"rendered":"Le rafra\u00eechissement automatique des publicit\u00e9s est-il rentable ?"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>A d\u00e9faut de r\u00e9ussir \u00e0 augmenter la taille de son inventaire publicitaire gr\u00e2ce \u00e0 une croissance naturelle de son audience, la tentation est grande pour l\u2019\u00e9diteur de d\u00e9multiplier ses impressions en rafra\u00eechissant les annonces de mani\u00e8re automatique. Cette strat\u00e9gie peut payer si ses effets sont correctement mesur\u00e9s et ajust\u00e9s. Mais mal pilot\u00e9e, elle peut \u00e9galement p\u00e9naliser l\u2019\u00e9diteur. Retour d\u2019exp\u00e9rience sur l\u2019<em>auto<\/em>&nbsp;<em>refresh<\/em>.<\/strong><\/h4>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Depuis plusieurs semaines, nous testons des fonctionnalit\u00e9s de rafra\u00eechissement automatique sur plusieurs sites. Gr\u00e2ce \u00e0 notre solution d\u2019<a href=\"https:\/\/www.optidigital.fr\/opti-digital-lance-sa-solution-de-test-a-b-pour-la-monetisation-des-medias-digitaux\/\">A\/B Testing pour les m\u00e9dias digitaux<\/a>, notre \u00e9quipe a configur\u00e9 des rafra\u00eechissements automatiques, \u00e0 distance, sur un petit pourcentage de l\u2019inventaire publicitaire. Nous en avons ensuite mesur\u00e9 les effets positifs et n\u00e9gatifs sur le groupe de test par rapport au groupe de contr\u00f4le.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Param\u00e9trage du rafra\u00eechissement automatique des annonces<\/h3>\n\n\n\n<p>Sur le groupe de test, nous avons param\u00e9tr\u00e9 les actualisations automatiques des annonces selon plusieurs r\u00e8gles :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nombre maximum de\u00a0<em>refreshs<\/em>\u00a0par emplacement publicitaire<\/li>\n\n\n\n<li>Dur\u00e9e d\u2019affichage de chaque annonce<\/li>\n\n\n\n<li>Taux de visibilit\u00e9<\/li>\n\n\n\n<li>Ecran actif<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Quels sont les r\u00e9sultats de l\u2019<em>auto refresh<\/em>&nbsp;?<\/h3>\n\n\n\n<p>Nous avons mesur\u00e9 l\u2019impact des changements de configuration sur plusieurs sites dans diff\u00e9rents contextes (cuisine, forum, actualit\u00e9s, jeux), en s\u00e9lectionnant les pages sur lesquelles les internautes passent beaucoup de temps.<\/p>\n\n\n\n<p><strong>Parfois, nous observons un impact n\u00e9gatif :<\/strong>&nbsp;baisse des taux de clics, des taux de visibilit\u00e9 et de l\u2019eCPM par impression. Si bien que l\u2019augmentation du volume d\u2019impressions n\u2019am\u00e9liore pas le RPM Page (revenus publicitaires pour 1000 pages vues). Au contraire, le proc\u00e9d\u00e9 peut faire baisser la rentabilit\u00e9 par page. De plus, \u00e0 moyen terme, en d\u00e9gradant l\u2019exp\u00e9rience utilisateur, l\u2019\u00e9diteur risque de voir son audience d\u00e9cliner au fil du temps.<\/p>\n\n\n\n<p><strong>Effectuer des&nbsp;<em>refreshs<\/em>&nbsp;automatiques n\u00e9cessite une analyse des KPIs dans le d\u00e9tail<\/strong>&nbsp;pour trouver le bon param\u00e9trage pour votre m\u00e9dia. Chez&nbsp;<a href=\"https:\/\/www.optidigital.fr\/\">Opti Digital<\/a>, nous arrivons \u00e0 en tirer partie de mani\u00e8re tr\u00e8s efficace car nos tableaux de bord donnent acc\u00e8s \u00e0 des statistiques granulaires d\u2019eCPM et de RPM Page.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-174197273423\"\n  style=\"max-width:100%; max-height:100%; width:650px;height:162.5px\" data-hubspot-wrapper-cta-id=\"174197273423\">\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLIWdvEGEX9Prq0El04kFiZnqT3ivlX7a5Xevf6naFtpi%2FBZzlWpwyhJZmkl3UkubMz8bO1VyaptjX005ORMvbpIcvlrSnr3g6fKVFYc2ZJr8AgJ3ExGm76ZydSqmrwQQMpUmtdqcvTZHxPpCDfqsS7F9dOl%2BHEKeymc1tXfHd%2BnZtRVDMYkfhVX7SM9Rtnri3ZwLQ%2BPQrNUoh7ds4eRU5JIzVaqfsPBEyxnQK1Vi8PMGWgRZ0qQ4YUxsi97pT6LfF2wF5NCig%3D%3D&#038;webInteractiveContentId=174197273423&#038;portalId=4547509\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"2-Jul-31-2024-10-28-08-2442-AM\" loading=\"lazy\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/4547509\/interactive-174197273423.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/>\n  <\/a>\n<\/div>\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Recommandations pour des&nbsp;<em>refresh<\/em>&nbsp;rentables<\/h3>\n\n\n\n<p>Chez Opti Digital, nous avons mis au point une solution unique pour contr\u00f4ler dans le d\u00e9tail le d\u00e9clenchement des&nbsp;<em>refreshs<\/em>.<\/p>\n\n\n\n<p>Nous configurons le rafra\u00eechissement par dispositif (ordinateur, mobile), par template de page et par emplacement des annonces sur la page.<\/p>\n\n\n\n<p>Nous observons les r\u00e9sultats de tout changement de param\u00e8tres et les optimisons de mani\u00e8re it\u00e9rative, jusqu\u2019\u00e0 obtenir une exp\u00e9rience utilisateur satisfaisante et un rendement optimal pour l\u2019\u00e9diteur (RPM Page).<\/p>\n\n\n\n<p>En conclusion, un syst\u00e8me de rafra\u00eechissement global des annonces sur tout l\u2019inventaire publicitaire n\u2019apporte pas de valeur ajout\u00e9e et peut impacter l\u2019exp\u00e9rience utilisateur n\u00e9gativement. Alors qu\u2019<strong>avec une configuration granulaire et contr\u00f4l\u00e9e, nous constatons une augmentation des revenus pour mille pages vues tr\u00e8s int\u00e9ressante.<\/strong><\/p>\n\n\n\n<p>Si vous souhaitez&nbsp;<a href=\"https:\/\/www.optidigital.fr\/contact\/\">tester le refresh sur votre audience<\/a>, prenez contact avec nous.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Et vous ? Avez-vous essay\u00e9 les&nbsp;<em>rafra\u00eechissements&nbsp;automatis\u00e9s<\/em>&nbsp;?<\/h3>\n\n\n\n<p>N\u2019h\u00e9sitez pas \u00e0 partager avec nous le r\u00e9sultat de vos tests en commentaire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A d\u00e9faut de r\u00e9ussir \u00e0 augmenter la taille de son inventaire publicitaire gr\u00e2ce \u00e0 une croissance naturelle de son audience, la tentation est grande pour l\u2019\u00e9diteur de d\u00e9multiplier ses impressions en rafra\u00eechissant les annonces de mani\u00e8re automatique. Cette strat\u00e9gie peut payer si ses effets sont correctement mesur\u00e9s et ajust\u00e9s. Mais mal pilot\u00e9e, elle peut \u00e9galement p\u00e9naliser l\u2019\u00e9diteur. Retour d\u2019exp\u00e9rience sur l\u2019auto refresh.<\/p>\n","protected":false},"author":8,"featured_media":24122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[394,399,401],"tags":[406,412,426,464,465,466,480,481,487],"class_list":["post-1689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-monetisation-fr","category-publicite","tag-actualisation","tag-automatique","tag-declaration","tag-qualite","tag-rafraichissement","tag-refresh","tag-test","tag-test-a-b","tag-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le rafra\u00eechissement automatique des publicit\u00e9s est-il rentable ? - Optidigital<\/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:\/\/optidigital.com\/fr\/ressources\/blog\/le-rafraichissement-automatique-des-publicites-est-il-rentable\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le rafra\u00eechissement automatique des publicit\u00e9s est-il rentable ? - Optidigital\" \/>\n<meta property=\"og:description\" content=\"A d\u00e9faut de r\u00e9ussir \u00e0 augmenter la taille de son inventaire publicitaire gr\u00e2ce \u00e0 une croissance naturelle de son audience, la tentation est grande pour l\u2019\u00e9diteur de d\u00e9multiplier ses impressions en rafra\u00eechissant les annonces de mani\u00e8re automatique. 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