{"id":145,"date":"2014-06-06T09:22:59","date_gmt":"2014-06-06T08:22:59","guid":{"rendered":"http:\/\/www.magazinemedia.be\/magazines-media-minutes-return-investment\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"magazines-media-minutes-return-investment","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/magazines-media-minutes-return-investment\/","title":{"rendered":"Magazines Media Minutes : RETURN ON INVESTMENT (ROI)"},"content":{"rendered":"

De tous les m\u00e9dias, la publicit\u00e9 magazine enregistre le meilleur retour sur investissement<\/strong> (conclusion bas\u00e9e sur l’analyse de 77 campagnes au Royaume-Uni).<\/p>\n

Tous les jours, les consommateurs sont expos\u00e9s \u00e0 un raz-de-mar\u00e9e d’informations. De ce fait, nous sommes tous devenus tr\u00e8s s\u00e9lectifs quant \u00e0 ce flux et nous ne laissons filtrer que les messages qui ont une port\u00e9e personnelle \u00e0 nos yeux.<\/p>\n

Les marques magazine sont importantes aux yeux des lecteurs. Du coup, les annonces que ces marques leur proposent deviennent pertinentes elles aussi.<\/p>\n

Ce sentiment de synergie entre le m\u00e9dia et sa publicit\u00e9 a \u00e9t\u00e9 soigneusement identifi\u00e9 dans l’\u00e9tude ‘Adobe: The State of Online Advertising’. \u00c0\u0080 cette occasion, 1.000 consommateurs et 250 marketeers se sont vu poser la question : ‘O\u00f9 regardez-vous de pr\u00e9f\u00e9rence les messages publicitaires ? ‘En vainqueur indiscutable, c’est le ‘magazine favori’ des r\u00e9pondants qui sort du lot avec un score sup\u00e9rieur de plus de 100 % \u00e0 celui des autres canaux.<\/p>\n

% de pr\u00e9f\u00e9rence par m\u00e9dia :<\/p>\n\n\n\n\n\n\n\n\n
<\/td>\nMarketeers<\/td>\nConsommateurs<\/td>\n<\/tr>\n
Magazines<\/td>\n55%<\/td>\n45%<\/td>\n<\/tr>\n
TV<\/td>\n21%<\/td>\n23%<\/td>\n<\/tr>\n
Site web<\/td>\n13%<\/td>\n11%<\/td>\n<\/tr>\n
Outdoor<\/td>\n4%<\/td>\n10%<\/td>\n<\/tr>\n
Autres<\/td>\n8%<\/td>\n11%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

ROI : <\/b>Dans PPA’s Magonomics, Mindshare a analys\u00e9 les donn\u00e9es \u00e9conom\u00e9triques de 77 campagnes publicitaires multim\u00e9dia afin d’identifier et de calibrer le retour sur investissement par canal utilis\u00e9.<\/p>\n

Mindshare a conclu que :<\/p>\n

    \n
  • les marques magazine sont essentielles pour promouvoir le lien avec les consommateurs et constituent un facteur critique lorsqu’il s’agit de produire des effets de vente<\/li>\n
  • le ROI magazine est le plus \u00e9lev\u00e9 de tous les m\u00e9dias<\/li>\n
  • les d\u00e9penses publicitaires en magazines pourraient, au minimum, \u00eatre doubl\u00e9es avant qu’une baisse du ROI n’intervienne (jusqu’au niveau des autres m\u00e9dias).<\/li>\n<\/ul>\n

    Le Paradigme En Ligne :<\/strong>
    \nLes internautes seront bien plus enclins \u00e0 mener une action positive lorsqu’ils rencontrent des annonces sur un vrai site Web de contenu que lorsqu’ils y sont confront\u00e9s \u00e0 des portails ou des r\u00e9seaux sociaux.<\/p>\n

    Les actions positives \u00e9tant :<\/p>\n

      \n
    • Visiter le site Web de l’annonceur @ +74 %<\/li>\n
    • Ex\u00e9cuter une recherche relative \u00e0 la marque mise en exergue par la publicit\u00e9 @ +120 %<\/li>\n
    • Propager la marque autour de soi @ +170 %<\/li>\n<\/ul>\n

      D\u00e8s lors, dans le media planning la confiance (trust) joue un r\u00f4le qu’il ne faut pas sous-estimer :<\/strong><\/p>\n

      Il est vital que les media planners prennent en consid\u00e9ration les taux de confiance du consommateur lors de chaque placement effectu\u00e9. Les sites de contenu authentique continuent \u00e0 gagner les taux de confiance les plus \u00e9lev\u00e9s et ils sont plus performants que d’autres cat\u00e9gories d’\u00e9dition dans leur capacit\u00e9 \u00e0 impacter les attitudes et les actions des consommateurs . ‘\u00bb The Value of Trust, AOP<\/em><\/span><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"\n

      Une minute. Voil\u00e0 le temps qu\u2019il vous faut pour lire cet article. Il vous donne une id\u00e9e claire et rapide d\u2019une des qualit\u00e9s des magazines.
      <\/span><\/span><\/p>\n","protected":false},"author":1,"featured_media":146,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nMagazines Media Minutes : RETURN ON INVESTMENT (ROI)<\/title>\n<meta name=\"description\" content=\"Les d\u00e9penses publicitaires en magazines pourraient, au minimum, \u00eatre doubl\u00e9es avant qu'une baisse du ROI n'intervienne (jusqu'au niveau des autres m\u00e9dias).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/magazines-media-minutes-roi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" 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