{"id":25382,"date":"2025-08-28T15:45:18","date_gmt":"2025-08-28T19:45:18","guid":{"rendered":"https:\/\/leger360.com\/?p=25382"},"modified":"2025-08-28T15:51:33","modified_gmt":"2025-08-28T19:51:33","slug":"conseils-d-experts-cube-ai-vous-avez-achete-30-secondes-vous-en-avez-eu-que-deux","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-cube-ai-vous-avez-achete-30-secondes-vous-en-avez-eu-que-deux\/","title":{"rendered":"Cube AI : vous avez achet\u00e9 30 secondes. Vous en avez eu que deux."},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"51\" data-end=\"361\">Les annonceurs ach\u00e8tent encore des formats de 15, 30, voire 60 secondes. Mais soyons honn\u00eates : capter compl\u00e8tement l\u2019attention de l&rsquo;audience pendant cette dur\u00e9e est rarement le cas. Les donn\u00e9es de Cube AI montrent que vous avez souvent seulement<span>\u00a0<\/span><span>deux\u00a0<\/span><strong data-start=\"296\" data-end=\"310\">secondes<\/strong><span>\u00a0<\/span>pour convaincre une personne de continuer \u00e0 regarder.<\/p>\n<p data-start=\"51\" data-end=\"361\">En effet, vous n&rsquo;avez que<span>\u00a0<\/span><strong data-start=\"386\" data-end=\"400\">deux secondes<\/strong><span>\u00a0<\/span>pour susciter la curiosit\u00e9 et instaurer la confiance.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbPourquoi les deux premi\u00e8res secondes sont-elles si importantes?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"601\" data-end=\"693\">\u00c0 travers des centaines de tests publicitaires, <a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\">Cube AI<\/a> observe constamment le m\u00eame sch\u00e9ma :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul data-start=\"695\" data-end=\"1546\">\n<li data-start=\"695\" data-end=\"780\">\n<p data-start=\"697\" data-end=\"780\">Si l\u2019attention n&rsquo;est pas capt\u00e9e d\u00e8s le d\u00e9but, elle ne se rattrape presque jamais.<\/p>\n<\/li>\n<li data-start=\"781\" data-end=\"999\">\n<p data-start=\"783\" data-end=\"999\">La plupart des abandons surviennent dans les<span>\u00a0<\/span><strong data-start=\"828\" data-end=\"850\">0,8 \u00e0 1,5 secondes<\/strong>. Si la publicit\u00e9 n&rsquo;est pas imm\u00e9diatement pertinente, l&rsquo;audience d\u00e9croche, m\u00eame si la publicit\u00e9 devient plus captivante par la suite.<\/p>\n<\/li>\n<li data-start=\"1000\" data-end=\"1327\">\n<p data-start=\"1002\" data-end=\"1327\"><strong data-start=\"1002\" data-end=\"1076\">Il faut au moins 2,5 secondes d\u2019attention pour entrer dans la m\u00e9moire. <\/strong>Une concentration visuelle soutenue est n\u00e9cessaire pour que la publicit\u00e9 commence \u00e0 \u00eatre encod\u00e9e dans la m\u00e9moire \u00e0 court terme. Si l\u2019attention chute trop t\u00f4t, il est probable que le spectateur oublie totalement la publicit\u00e9 m\u00eame s\u2019il l&rsquo;a regard\u00e9e.<\/p>\n<\/li>\n<li data-start=\"1328\" data-end=\"1546\">\n<p data-start=\"1330\" data-end=\"1546\"><strong data-start=\"1330\" data-end=\"1367\">Faible attention = faible \u00e9motion. <\/strong>Notre codage facial montre que l\u2019engagement \u00e9motionnel ne d\u00e9bute m\u00eame pas en l\u2019absence d\u2019attention. L\u2019\u00e9motion d\u00e9coule de la concentration \u2014 sans elle, le public reste passif.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbQu\u2019est-ce qui fonctionne dans ces deux premi\u00e8res secondes?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"1618\" data-end=\"1715\">Dans les publicit\u00e9s les plus performantes, les premiers instants incluent souvent :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul data-start=\"1717\" data-end=\"2040\">\n<li data-start=\"1717\" data-end=\"1784\">\n<p data-start=\"1719\" data-end=\"1784\">Une<span>\u00a0<\/span><strong data-start=\"1722\" data-end=\"1749\">accroche visuelle forte<\/strong><span>\u00a0<\/span>(contraste, couleur ou surprise)<\/p>\n<\/li>\n<li data-start=\"1785\" data-end=\"1859\">\n<p data-start=\"1787\" data-end=\"1859\">Une<span>\u00a0<\/span><strong data-start=\"1791\" data-end=\"1818\">pr\u00e9sence humaine claire<\/strong><span>\u00a0<\/span>: en particulier un<span>\u00a0<\/span><strong data-start=\"1839\" data-end=\"1857\">contact visuel<\/strong><\/p>\n<\/li>\n<li data-start=\"1860\" data-end=\"1914\">\n<p data-start=\"1862\" data-end=\"1914\">Un<span>\u00a0<\/span><strong data-start=\"1865\" data-end=\"1885\">mouvement rapide<\/strong><span>\u00a0<\/span>ou un<span>\u00a0<\/span><strong data-start=\"1892\" data-end=\"1912\">rythme inattendu<\/strong><\/p>\n<\/li>\n<li data-start=\"1915\" data-end=\"1973\">\n<p data-start=\"1917\" data-end=\"1973\">Un<span>\u00a0<\/span><strong data-start=\"1920\" data-end=\"1941\">aper\u00e7u du produit<\/strong><span>\u00a0<\/span>ou de la r\u00e9compense narrative<\/p>\n<\/li>\n<li data-start=\"1974\" data-end=\"2040\">\n<p data-start=\"1976\" data-end=\"2040\">Une<span>\u00a0<\/span><strong data-start=\"1980\" data-end=\"2009\">rupture avec les attentes<\/strong><strong data-start=\"1980\" data-end=\"2009\"><\/strong><strong data-start=\"1980\" data-end=\"2009\"><\/strong><strong data-start=\"1980\" data-end=\"2009\"><\/strong><strong data-start=\"1980\" data-end=\"2009\"><\/strong><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"1976\" data-end=\"2040\"><strong data-start=\"1980\" data-end=\"2009\"><\/strong><span style=\"font-size: 16px;\">L\u2019objectif n\u2019est pas d\u2019en faire trop. Il s\u2019agit de<\/span><span style=\"font-size: 16px;\">\u00a0<\/span><strong data-start=\"2093\" data-end=\"2126\" style=\"font-size: 16px;\">signaler rapidement la valeur<\/strong><span style=\"font-size: 16px;\">\u00a0<\/span><span style=\"font-size: 16px;\">visuellement et \u00e9motionnellement.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbUn v\u00e9ritable impact, appuy\u00e9 par les donn\u00e9es\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"103\" data-end=\"373\">Les publicit\u00e9s qui captent et retiennent l\u2019attention au-del\u00e0 des deux premi\u00e8res secondes sont<span>\u00a0<\/span><strong data-start=\"194\" data-end=\"224\">3,5 fois plus susceptibles<\/strong><span>\u00a0<\/span>de g\u00e9n\u00e9rer un fort souvenir de marque. Cette courte fen\u00eatre est cruciale! Non seulement pour la visibilit\u00e9, mais aussi pour cr\u00e9er un impact significatif.<\/p>\n<p data-start=\"375\" data-end=\"602\">Les campagnes qui d\u00e9clenchent un engagement \u00e9motionnel dans les<span>\u00a0<\/span><strong data-start=\"439\" data-end=\"465\">2,5 premi\u00e8res secondes<\/strong><span>\u00a0<\/span>enregistrent une<span>\u00a0<\/span><strong data-start=\"483\" data-end=\"522\">intention d\u2019agir sup\u00e9rieure de 24 %<\/strong>, prouvant que la connexion \u00e9motionnelle pr\u00e9coce est un moteur de performance.<\/p>\n<p data-start=\"604\" data-end=\"879\">En r\u00e9alit\u00e9,<span>\u00a0<\/span><strong data-start=\"616\" data-end=\"661\">80 % des publicit\u00e9s les plus performantes<\/strong><span>\u00a0<\/span>selon nos donn\u00e9es pr\u00e9sentent une\u00a0<strong data-start=\"706\" data-end=\"775\">personne, un produit identifiable ou une action explicite<\/strong><span>\u00a0<\/span>dans les<span>\u00a0<\/span><strong data-start=\"785\" data-end=\"809\">deux premi\u00e8res secondes<\/strong>, soulignant l\u2019importance d\u2019une pertinence imm\u00e9diate.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbComment Cube AI peut vous aider\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"95\" data-end=\"222\">Les tests de pr\u00e9lancement de <a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\">Cube AI<\/a> permettent d\u2019identifier<span>\u00a0<\/span><strong data-start=\"154\" data-end=\"175\">pr\u00e9cis\u00e9ment quand<\/strong><span>\u00a0<\/span>votre publicit\u00e9 capte ou perd l\u2019attention. Nous aidons les \u00e9quipes cr\u00e9atives \u00e0 :<\/p>\n<p data-start=\"263\" data-end=\"531\">\u2714\ufe0f\u00a0Mesurer l\u2019attention visuelle<span>\u00a0<\/span><strong data-start=\"295\" data-end=\"318\">seconde par seconde<\/strong><br data-start=\"318\" data-end=\"321\" \/>\u2714\ufe0f Suivre l\u2019\u00e9motion en temps r\u00e9el gr\u00e2ce aux donn\u00e9es biom\u00e9triques<br data-start=\"381\" data-end=\"384\" \/>\u2714\ufe0f\u00a0Comparer les r\u00e9sultats aux<span>\u00a0<\/span><strong data-start=\"414\" data-end=\"442\">standards de l\u2019industrie<\/strong><br data-start=\"442\" data-end=\"445\" \/>\u2714\ufe0f\u00a0Fournir des<span>\u00a0<\/span><strong data-start=\"460\" data-end=\"489\">recommandations concr\u00e8tes<\/strong><span>\u00a0<\/span>pour am\u00e9liorer les performances cr\u00e9atives<\/p>\n<p data-start=\"533\" data-end=\"713\">Qu\u2019il s\u2019agisse d\u2019une publicit\u00e9 de 30 secondes ou d\u2019une vid\u00e9o de 6 secondes, nous vous montrons<span>\u00a0<\/span><strong data-start=\"640\" data-end=\"713\">ce qui r\u00e9sonne, et ce qui ne r\u00e9sonne pas avec votre audience avant la diffusion.<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les annonceurs ach\u00e8tent encore des formats de 15, 30, voire 60 secondes. Mais soyons honn\u00eates : capter compl\u00e8tement l\u2019attention de l&rsquo;audience pendant cette dur\u00e9e est rarement le cas. Les donn\u00e9es de Cube AI montrent que vous avez souvent seulement\u00a0deux\u00a0secondes\u00a0pour convaincre une personne de continuer \u00e0 regarder. En effet, vous n&rsquo;avez que\u00a0deux secondes\u00a0pour susciter la curiosit\u00e9 et instaurer la confiance.\u00c0 travers des centaines de tests publicitaires, Cube AI observe constamment le m\u00eame sch\u00e9ma : Si l\u2019attention n&rsquo;est pas capt\u00e9e d\u00e8s le d\u00e9but, elle ne se rattrape presque jamais. La plupart des abandons surviennent dans les\u00a00,8 \u00e0 1,5 secondes. Si la publicit\u00e9 n&rsquo;est pas imm\u00e9diatement pertinente, l&rsquo;audience d\u00e9croche, m\u00eame si la publicit\u00e9 devient plus captivante par la suite. Il faut au moins 2,5 secondes d\u2019attention pour entrer dans la m\u00e9moire. Une concentration visuelle soutenue est n\u00e9cessaire pour que la publicit\u00e9 commence \u00e0 \u00eatre encod\u00e9e dans la m\u00e9moire \u00e0 court terme. Si l\u2019attention chute trop t\u00f4t, il est probable que le spectateur oublie totalement la publicit\u00e9 m\u00eame s\u2019il l&rsquo;a regard\u00e9e. Faible attention = faible \u00e9motion. Notre codage facial montre que l\u2019engagement \u00e9motionnel ne d\u00e9bute m\u00eame pas en l\u2019absence d\u2019attention. L\u2019\u00e9motion d\u00e9coule de la concentration \u2014 sans elle, le public reste passif. Dans les [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":25385,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[],"class_list":["post-25382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cube AI : vous n&#039;avez que 2 secondes d&#039;attention, mais pourquoi? - L\u00e9ger<\/title>\n<meta name=\"description\" content=\"Cube AI r\u00e9v\u00e8le : vous n\u2019avez que 2 secondes pour capter l\u2019attention en publicit\u00e9. 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