{"id":2429,"date":"2024-02-05T08:56:00","date_gmt":"2024-02-05T07:56:00","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=2429"},"modified":"2024-05-11T18:22:37","modified_gmt":"2024-05-11T16:22:37","slug":"metrics-mesurer-attention-avec-le-scroll-stopper","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/en\/blog\/metrics-mesurer-attention-avec-le-scroll-stopper\/","title":{"rendered":"Metrics : Capter plus d\u2019attention avec le Scroll Stopper"},"content":{"rendered":"<p class=\"has-medium-font-size\">Si vous souhaitez optimiser l\u2019attention sur vos publicit\u00e9s en la mesurant pour comprendre les m\u00e9caniques qui performent le mieux, on vous livre quelques secrets. Au-del\u00e0 des&nbsp;KPIs&nbsp;m\u00e9dia conventionnels et pr\u00e9sents sur les plateformes sociales, il est possible&nbsp;de cr\u00e9er des indicateurs personnalis\u00e9s&#8230; dont le Scroll Stopper !<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Diff\u00e9rentes fa\u00e7ons de mesurer l&rsquo;attention sur la publicit\u00e9<\/h2>\n\n\n\n<p>Parmi les diff\u00e9rentes possibilit\u00e9s de mesurer l&rsquo;attention, plusieurs m\u00e9triques peuvent \u00eatre int\u00e9ressantes \u00e0 analyser pour \u00e9valuer l&rsquo;int\u00e9r\u00eat que vos publicit\u00e9s ont g\u00e9n\u00e9r\u00e9.&nbsp;Soit en calculant <strong>le ratio de personnes qui s\u2019arr\u00eatent sur votre annonce un certain temps<\/strong>, soit via un <strong>tag d\u2019impression qui permet de mesurer le temps pass\u00e9 sur la publicit\u00e9 statique ou vid\u00e9o&nbsp;(enti\u00e8re, en partie ou peu vu par exemple)<\/strong> ou soit via <strong>le CTR (mais aussi li\u00e9 \u00e0 l&rsquo;int\u00e9r\u00eat et non \u00e0 l&rsquo;attention uniquement)<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Le Scroll Stop pour mesurer la force de votre accroche<\/h2>\n\n\n\n<p>La premi\u00e8re fa\u00e7on est celle sur laquelle nous allons nous concentrer ici,&nbsp;notamment car&nbsp;cela n\u2019implique pas le besoin de faire appel \u00e0 un&nbsp;partenaire tiers de mesure.&nbsp;Il s\u2019agit donc du&nbsp;Scroll&nbsp;Stopper&nbsp;:&nbsp;ici, l\u2019id\u00e9e est de d\u00e9terminer le % de personnes qui s\u2019arr\u00eatent sur la publicit\u00e9 2 \u00e0 3 secondes afin de <strong>voir si votre accroche publicitaire&nbsp;(hook)&nbsp;est percutante ou non<\/strong>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"313\" src=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/scroll-stop-formule.jpg\" alt=\"\" class=\"wp-image-2553\" srcset=\"https:\/\/beckerandconsulting.com\/wp-content\/uploads\/scroll-stop-formule.jpg 900w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/scroll-stop-formule-300x104.jpg 300w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/scroll-stop-formule-768x267.jpg 768w, https:\/\/beckerandconsulting.com\/wp-content\/uploads\/scroll-stop-formule-18x6.jpg 18w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>Si d\u00e8s votre&nbsp;accroche&nbsp;les internautes continuent de scroller sur leur&nbsp;feed et ne s\u2019arr\u00eatent pas dessus,&nbsp;il y a alors un travail \u00e0 faire sur un ou plusieurs niveaux :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La pertinence de l\u2019audience cibl\u00e9e par rapport \u00e0 votre produit\/service, qui peut nous dire si on utilise la bonne accroche pour notre cible.<\/li>\n\n\n\n<li>Le&nbsp;message voire l\u2019offre propos\u00e9 et son int\u00e9r\u00eat&nbsp;(versus la concurrence notamment), qui permet via un benchmark d&rsquo;\u00e9valuer notre accroche versus la concurrence.<\/li>\n\n\n\n<li>La&nbsp;qualit\u00e9 de la vid\u00e9o en termes de capacit\u00e9 \u00e0 g\u00e9n\u00e9rer de l\u2019attention, pour d\u00e9finir si (peu importe l&rsquo;audience) l&rsquo;accroche est forte ou non. Pensez aussi que vous pouvez \u00eatre limit\u00e9 en nombre de cr\u00e9as \u00e0 tester d\u00fb \u00e0 l&rsquo;<a href=\"https:\/\/beckerandconsulting.com\/en\/blog\/business-manager-facebook-ads-ad-limit\/\" class=\"blog-underline\">ad limit<\/a> suivant votre situation.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading h3\">Comment le calculer concr\u00e8tement?<\/h2>\n\n\n\n<p>Pour calculer ce KPI, nous utilisons la formule suivante au niveau ad : <em><strong>nombre de vid\u00e9os lues 3 secondes (2 secondes suivant les r\u00e9gies) \/ nombre d&rsquo;impressions<\/strong>.\u00a0<\/em>Afin de vous \u00e9viter de sortir les deux colonnes dans Ads Manager et faire le calcul \u00e0 la main, vous pouvez <a class=\"underline-blog\" href=\"https:\/\/www.facebook.com\/business\/help\/698045821051774\" target=\"_blank\" rel=\"noreferrer noopener\">cr\u00e9er une m\u00e9trique personnalis\u00e9e<\/a> directement depuis votre compte publicitaire.<\/p>\n\n\n\n<p>Cela va nous donner un taux que l&rsquo;on va pouvoir qualifier de Scroll Stopper. Pour identifier un bon taux de Scroll Stopper, vous pouvez commencer par comparer vos diff\u00e9rentes accroches, puis parmi les meilleures, tester diff\u00e9rentes variantes, cela vous permettra de vous donner un premier bench propre \u00e0 votre marque.<\/p>\n\n\n\n<p>Mais nous savons d\u00e9j\u00e0 que vous souhaitez avoir des moyennes de benchmark&#8230; alors m\u00eame si cela d\u00e9pend de votre secteur, tout autant que votre optimisation de campagne, pour vous donner des ordres de grandeurs (hors optimisation \u00e0 la vid\u00e9o vue) voici quelques chiffres : mauvais entre 0% et 10% &gt; correct entre 10% \u00e0 15% &gt; bon entre 15% et 25% &gt; et excellent au-del\u00e0 de 25%.<\/p>\n\n\n\n<p>On vous laisse comparer vos diff\u00e9rentes accroches et les optimiser, mais n&rsquo;oubliez pas que l&rsquo;accroche seule ne suffit pas !<\/p>","protected":false},"excerpt":{"rendered":"<p>Optimisez l\u2019attention sur les publicit\u00e9s en la mesurant pour comprendre les m\u00e9caniques qui performent le mieux <\/p>","protected":false},"author":1,"featured_media":2406,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[109,108,98],"class_list":["post-2429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-attention","tag-metrics","tag-social-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Metrics : Capter plus d\u2019attention avec le Scroll Stopper | Becker &amp; 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