{"id":265,"date":"2014-02-11T20:53:49","date_gmt":"2014-02-11T19:53:49","guid":{"rendered":"http:\/\/www.magazinemedia.be\/research-media-brand-leverage-ca-existe\/"},"modified":"2022-12-19T10:57:00","modified_gmt":"2022-12-19T09:57:00","slug":"research-media-brand-leverage-ca-existe","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/research-media-brand-leverage-ca-existe\/","title":{"rendered":"Research: Media brand leverage, \u00e7a existe !"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h4>\u00ab\u00a0Est-il vraiment important de quantifier pr\u00c3\u00a9cis\u00c3\u00a9ment tous les contacts avec les m\u00c3\u00a9dias ?\u00a0\u00bb<\/h4>\n<p>&nbsp;<\/p>\n<p>Question int\u00c3\u00a9ressante, d\u00e2\u20ac&#x2122;autant qu\u00e2\u20ac&#x2122;elle vient de la bouche de Jan Drijvers. Le Client Service Manager de TNS et l\u00c3\u00a9gende vivante de la recherche ajoute qu\u00e2\u20ac&#x2122;en cette \u00c3\u00a9poque o\u00c3\u00b9 l\u00e2\u20ac&#x2122;on cherche \u00c3\u00a0 tout quantifier, il est grand temps de s\u00e2\u20ac&#x2122;int\u00c3\u00a9resser davantage \u00c3\u00a0 la nature des contacts \u00c2\u00ab qui font la diff\u00c3\u00a9rence au final \u00c2\u00bb. C\u00e2\u20ac&#x2122;est justement l\u00e2\u20ac&#x2122;objet de l\u00e2\u20ac&#x2122;\u00c3\u00a9tude Engagement de Sanoma, Pebble Media, Space et TNS. Les magazines en ressortent grands gagnants.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/slide-18-638.jpg\" alt=\"\" width=\"190\" height=\"186\" \/>Mesurer le taux d\u00e2\u20ac&#x2122;attachement et l\u00e2\u20ac&#x2122;intensit\u00c3\u00a9 de l\u00e2\u20ac&#x2122;exp\u00c3\u00a9rience d\u00e2\u20ac&#x2122;une marque m\u00c3\u00a9dia, et v\u00c3\u00a9rifier si l\u00e2\u20ac&#x2122;amour entre cette derni\u00c3\u00a8re et ses consommateurs b\u00c3\u00a9n\u00c3\u00a9fice \u00c3\u00a9galement aux annonceurs\u00a0: tel est le double d\u00c3\u00a9fi que les auteurs de l\u00e2\u20ac&#x2122;enqu\u00c3\u00aate se sont fix\u00c3\u00a9 en 2012 (Pebble Media ne participait pas encore). Ils voulaient savoir si l\u00e2\u20ac&#x2122;on pouvait s\u00e2\u20ac&#x2122;appuyer sur le capital sympathie des marques m\u00c3\u00a9dia. Et le r\u00c3\u00a9sultat est positif, plus que positif m\u00c3\u00aame. Il y a bel et bien un lien entre l\u00e2\u20ac&#x2122;engagement vis-\u00c3\u00a0-vis d\u00e2\u20ac&#x2122;un m\u00c3\u00a9dia et l\u00e2\u20ac&#x2122;impact des publicit\u00c3\u00a9s dans ce m\u00c3\u00a9dia\u00a0: plus l\u00e2\u20ac&#x2122;engagement est \u00c3\u00a9lev\u00c3\u00a9, plus l\u00e2\u20ac&#x2122;impact est important. L\u00e2\u20ac&#x2122;offre d\u00e2\u20ac&#x2122;un habitat naturel \u00c3\u00a0 la publicit\u00c3\u00a9 joue un r\u00c3\u00b4le essentiel \u00c3\u00a0 cet \u00c3\u00a9gard.<\/p>\n<p>&nbsp;<\/p>\n<h6><\/h6>\n<p>Les magazines satisfont clairement \u00c3\u00a0 ces conditions. Dans le top 20 de l\u00e2\u20ac&#x2122;engagement m\u00c3\u00a9dia au nord du pays, on retrouve ainsi sept marques de magazine, aussi bien des hebdos que des mensuels. Au sud du pays, les magazines font encore mieux avec huit marques dans le top 20. Deux mensuels occupent les deux premi\u00c3\u00a8res places.<\/p>\n<p>&nbsp;<\/p>\n<p>\u00c3\u2030tant donn\u00c3\u00a9 que la deuxi\u00c3\u00a8me enqu\u00c3\u00aate a eu lieu fin 2013 (avec pas moins de 8000 r\u00c3\u00a9pondants, contre 3000 lors de la premi\u00c3\u00a8re vague), on peut \u00c3\u00a9tablir une comparaison. Si l\u00e2\u20ac&#x2122;on remarque un certain nombre de variations, au final, il y a peu de changements au sommet des classements. Les annonceurs ont donc tout int\u00c3\u00a9r\u00c3\u00aat \u00c3\u00a0 choisir une bonne marque m\u00c3\u00a9dia comme partenaire.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/30205652?rel=0\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"> <\/iframe><\/p>\n<div><strong><br \/>\n<\/strong><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<br \/>\n<h6><span>Les magazines comme\u00a0habitat naturel de la publicit\u00e9<\/span><\/h6>\n","protected":false},"author":1,"featured_media":266,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[778,357],"class_list":["post-265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-advertenties-fr","tag-sanoma-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media<\/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:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Les magazines comme\u00a0habitat naturel de la publicit\u00e9\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-02-11T19:53:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:57:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/slide-1-1024_0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"854\" \/>\n\t<meta property=\"og:image:height\" content=\"570\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"Research: Media brand leverage, \u00e7a existe !\",\"datePublished\":\"2014-02-11T19:53:49+00:00\",\"dateModified\":\"2022-12-19T09:57:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\"},\"wordCount\":395,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"keywords\":[\"advertenties @fr\",\"Sanoma\"],\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\",\"name\":\"Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\"},\"datePublished\":\"2014-02-11T19:53:49+00:00\",\"dateModified\":\"2022-12-19T09:57:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#breadcrumb\"},\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Research: Media brand leverage, \u00e7a existe !\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"name\":\"WE MEDIA Magazine Media\",\"description\":\"Meet, act, inspire\",\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"alternateName\":\"WM Magazine Media\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-BE\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\",\"name\":\"WE MEDIA Magazine Media\",\"alternateName\":\"WM Magazine Media\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-BE\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"contentUrl\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"caption\":\"WE MEDIA Magazine Media\"},\"image\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/wemediabe\/\",\"https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\",\"name\":\"@nick\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/","og_locale":"fr_FR","og_type":"article","og_title":"Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media","og_description":"Les magazines comme\u00a0habitat naturel de la publicit\u00e9","og_url":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/","og_site_name":"WE MEDIA Magazine Media","article_publisher":"https:\/\/www.facebook.com\/wemediabe\/","article_published_time":"2014-02-11T19:53:49+00:00","article_modified_time":"2022-12-19T09:57:00+00:00","og_image":[{"width":854,"height":570,"url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/slide-1-1024_0.jpg","type":"image\/jpeg"}],"author":"@nick","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"@nick","Dur\u00e9e de lecture est.":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#article","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/"},"author":{"name":"@nick","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde"},"headline":"Research: Media brand leverage, \u00e7a existe !","datePublished":"2014-02-11T19:53:49+00:00","dateModified":"2022-12-19T09:57:00+00:00","mainEntityOfPage":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/"},"wordCount":395,"publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"keywords":["advertenties @fr","Sanoma"],"articleSection":["Research"],"inLanguage":"fr-BE"},{"@type":"WebPage","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/","url":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/","name":"Research: Media brand leverage, \u00e7a existe ! - WE MEDIA Magazine Media","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#website"},"datePublished":"2014-02-11T19:53:49+00:00","dateModified":"2022-12-19T09:57:00+00:00","breadcrumb":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#breadcrumb"},"inLanguage":"fr-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-media-brand-leverage-bestaat\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wemedia.be\/magazinemedia\/fr\/"},{"@type":"ListItem","position":2,"name":"Research: Media brand leverage, \u00e7a existe !"}]},{"@type":"WebSite","@id":"https:\/\/wemedia.be\/magazinemedia\/#website","url":"https:\/\/wemedia.be\/magazinemedia\/","name":"WE MEDIA Magazine Media","description":"Meet, act, inspire","publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"alternateName":"WM Magazine Media","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-BE"},{"@type":"Organization","@id":"https:\/\/wemedia.be\/magazinemedia\/#organization","name":"WE MEDIA Magazine Media","alternateName":"WM Magazine Media","url":"https:\/\/wemedia.be\/magazinemedia\/","logo":{"@type":"ImageObject","inLanguage":"fr-BE","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/","url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","contentUrl":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","caption":"WE MEDIA Magazine Media"},"image":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/wemediabe\/","https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be"]},{"@type":"Person","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde","name":"@nick"}]}},"_links":{"self":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/comments?post=265"}],"version-history":[{"count":0,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/265\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media\/266"}],"wp:attachment":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media?parent=265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/categories?post=265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/tags?post=265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}