{"id":293,"date":"2014-06-03T07:43:32","date_gmt":"2014-06-03T06:43:32","guid":{"rendered":"http:\/\/www.magazinemedia.be\/ne-gaspillez-pas-de-budget-publicitaire\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"ne-gaspillez-pas-de-budget-publicitaire","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/ne-gaspillez-pas-de-budget-publicitaire\/","title":{"rendered":"Ne gaspillez pas de budget publicitaire"},"content":{"rendered":"<p>Beaucoup de campagnes multim\u00e9dia pr\u00e9sentent le m\u00eame topo : un budget relativement important est allou\u00e9 \u00e0 un seul type de m\u00e9dia g\u00e9n\u00e9rant rapidement beaucoup d&rsquo;audience, comme la radio ou la TV. Le surinvestissement dans un tel m\u00e9dia implique toutefois que le mix m\u00e9dia global ne r\u00e9alise pas un retour sur investissement (ROI) optimal. Un d\u00e9fi de taille pour les annonceurs et les m\u00e9diaplanners.<b><\/b><\/p>\n<p>Les co\u00fbts moyens par GRP d&rsquo;un m\u00e9dia restent identiques, mais un contact n&rsquo;est pas l&rsquo;autre. Apr\u00e8s qu&rsquo;un m\u00e9dia ait r\u00e9alis\u00e9 son potentiel maximal aupr\u00e8s de x contacts, chaque contact suivant produira de moins en moins d&rsquo;effet. Au m\u00eame prix. Ce qui entra\u00eene une baisse du ROI de la campagne globale.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/ne-gaspillez-pas-de-budget-publicitaire_0.png\" alt=\"\" \/><\/p>\n<p>Graphique : exemple de la plus-value en baisse par contact \u2013 Magonomics, PPA<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Le danger d&rsquo;une plus-value en baisse<br \/>\nLe graphique ci-dessus illustre cet effet bien connu d&rsquo;un rendement suppl\u00e9mentaire en diminution. <b>Par contre, un mix m\u00e9dia \u00e9quilibr\u00e9 exploitera tous les types de m\u00e9dia de fa\u00e7on optimale. C&rsquo;est le but de tout annonceur et m\u00e9diaplanner : une efficacit\u00e9 maximale \u00e0 des co\u00fbts moindres. Cependant, comment y arriver ? Dans la plupart des cas, injectant une partie du budget TV (parfois aussi radio) vers le deuxi\u00e8me ou troisi\u00e8me m\u00e9dia dans le mix. <\/b><br \/>\n<strong><br \/>\nLes magazines g\u00e9n\u00e8rent une hausse des ventes de 30 %<b>.<\/b><b><\/b>Une \u00e9tude ROI r\u00e9cente, men\u00e9e aux Pays-Bas et pr\u00e9sent\u00e9e lors de la Sanoma Mediaparade 2014, d\u00e9montre que dans le mix les magazines r\u00e9alisent toujours le meilleur retour sur investissement :<strong> 130 %.<\/strong><\/strong><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/ne-gaspillez-pas-de-budget-publicitaire_1.png\" alt=\"\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Cette efficacit\u00e9 \u00e9lev\u00e9e des magazines s&rsquo;explique facilement :<\/p>\n<p><b>1. <strong>Ciblage<\/strong><\/b> : Le lecteur s&rsquo;attend \u00e0 ce que le contenu du magazine s&rsquo;adresse sp\u00e9cialement \u00e0 lui et soit pertinent. Le titre a en effet consciemment \u00e9t\u00e9 choisi parce qu&rsquo;il lui est assorti et la publicit\u00e9 est per\u00e7ue comme faisant partie int\u00e9grale du m\u00e9dia. Il y a donc peu de d\u00e9chets.<b><\/b><\/p>\n<p>2. <strong>Timing : Les lecteurs prennent le temps de lire leur magazine favori et l&rsquo;attention est ax\u00e9e sur la page (papier, appli ou num\u00e9rique). Ceci rend un contact magazine plus efficace. <b><\/b><\/strong><\/p>\n<p>3. <strong> Budget : Souvent, les m\u00e9dias s\u00e9lectifs comme les magazines ne se voient attribuer qu&rsquo;un budget limit\u00e9. Du coup, ils n&rsquo;atteignent quasi jamais le point de rendement suppl\u00e9mentaire descendant et chaque contact additionnel est efficace. <b>Chaque contact magazine additionnel augmente le ROI de votre mix m\u00e9dia<br \/>\n<\/b><\/strong><\/p>\n<p>En g\u00e9n\u00e9ral, les magazines r\u00e9alisent rarement leur plein potentiel. Vous pouvez donc am\u00e9liorer votre ROI aujourd&rsquo;hui encore \u00e0 travers un mix m\u00e9dia mieux \u00e9quilibr\u00e9\u00e2\u0080\u00a6<\/p>\n<p>Cette \u00e9tude a \u00e9t\u00e9 initi\u00e9e par les m\u00e9dias d&rsquo;information n\u00e9erlandais en collaboration avec GfK Panel Services. Elle a \u00e9t\u00e9 pr\u00e9sent\u00e9e par Nancy Detrixhe lors de la Sanoma Mediaparade 2014.<\/p>\n<p>Pour plus d&rsquo;informations au sujet de cette \u00e9tude <strong><a href=\"http:\/\/www.magazines.nl\/nl\/onderzoek\/print-presteert\" target=\"_blank\" rel=\"noopener\">ici.<\/a> <b><\/b><\/strong><\/p>\n<p>Envie de rester au courant de l&rsquo;actualit\u00e9 et les derni\u00e8res tendances concernant les magazine m\u00e9dias en Belgique ? <strong>Abonnez-vous maintenant \u00e0 la newsletter de Magazine Media.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>Augmentez votre ROI avec un mix m\u00e9dia \u00e9quilibr\u00e9.<span><br \/><\/span><\/p>\n","protected":false},"author":1,"featured_media":294,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - 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