{"id":312,"date":"2014-07-18T07:30:43","date_gmt":"2014-07-18T06:30:43","guid":{"rendered":"http:\/\/www.magazinemedia.be\/plus-de-medias-imprimes-plus-de-return-pour-les-fmcg\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"plus-de-medias-imprimes-plus-de-return-pour-les-fmcg","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/plus-de-medias-imprimes-plus-de-return-pour-les-fmcg\/","title":{"rendered":"Plus de m\u00e9dias imprim\u00e9s, plus de return pour les FMCG"},"content":{"rendered":"

Une analyse men\u00e9e par l’institut d’\u00e9tudes de march\u00e9 BrandScience (Omnicom Media Group) r\u00e9v\u00e8le qu’une utilisation plus judicieuse des m\u00e9dias imprim\u00e9s peut optimiser les investissements publicitaires des marques FMCG europ\u00e9ennes. Chaque euro investi dans la publicit\u00e9 pourrait rapporter 0,17 euro de plus si plus de budget \u00e9tait allou\u00e9 aux magazines.<\/p>\n

\"\"
\nLes consultants de BrandScience ont analys\u00e9 plus de 500 dossiers \u00e9conom\u00e9triques de marques FMCG afin d’en d\u00e9gager le r\u00f4le du print au niveau du RROI (le ‘revenue return on investment’). Globalement, les r\u00e9sultats font appara\u00eetre que pour beaucoup de secteurs les journaux et les magazines g\u00e9n\u00e8rent un RROI solide. Compar\u00e9es \u00e0 des campagnes sans print, les campagnes comprenant un volet magazine limit\u00e9 (\u00e0 savoir une part maximale de 5 %) produisent une croissance du RROI de 83 %. Lorsque le print repr\u00e9sente entre 5 et 12 % des investissements, le RROI progresse m\u00eame de 134 %, tandis qu’une part situ\u00e9e entre 12 et 55 % am\u00e8ne une augmentation de 70 %.<\/p>\n

En outre, il s’av\u00e8re que l’utilisation de m\u00e9dias imprim\u00e9s augmente l’efficacit\u00e9 de la publicit\u00e9 en t\u00e9l\u00e9vision et en ligne. Ainsi, dans les campagnes print + TV pour les marques FMCG et de services, le RROI de la t\u00e9l\u00e9vision cro\u00eet de 61 % par rapport aux campagnes TV sans print. M\u00eame chose pour l’online, o\u00f9 au Royaume-Uni le couplage avec les journaux a engendr\u00e9 50 % de RROI en plus pour l’online. Comme l’indique d\u00e9j\u00e0 la conclusion autour de la combinaison avec la t\u00e9l\u00e9vision, l’effet de l’ajout du print se fait le plus ressentir en FMCG et dans les services. Une utilisation optimale de m\u00e9dias imprim\u00e9s (donc aussi le direct mail et les m\u00e9dias toutes-bo\u00eetes) g\u00e9n\u00e8re un RROI suppl\u00e9mentaire de 17 % pour les marques FMCG et de 21 % pour les marques de services technologiques.<\/p>\n

Plus d’info?\u00a0Cliquez ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"\n

Une analyse men\u00e9e par l\u2019institut d\u2019\u00e9tudes de march\u00e9 BrandScience (Omnicom Media Group) r\u00e9v\u00e8le qu\u2019une utilisation plus judicieuse des m\u00e9dias imprim\u00e9s peut optimiser les investissements publicitaires des marques FMCG europ\u00e9ennes. Chaque euro investi dans la publicit\u00e9 pourrait rapporter 0,17 euro de plus si plus de budget \u00e9tait allou\u00e9 aux magazines.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1022],"class_list":["post-312","post","type-post","status-publish","format-standard","hentry","category-research","tag-concours"],"acf":[],"yoast_head":"\nPlus de m\u00e9dias imprim\u00e9s, plus de return pour les FMCG - 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\/meer-printmedia-meer-return-voor-fmcg\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Plus de m\u00e9dias imprim\u00e9s, plus de return pour les FMCG - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Une analyse men\u00e9e par l\u2019institut d\u2019\u00e9tudes de march\u00e9 BrandScience (Omnicom Media Group) r\u00e9v\u00e8le qu\u2019une utilisation plus judicieuse des m\u00e9dias imprim\u00e9s peut optimiser les investissements publicitaires des marques FMCG europ\u00e9ennes. 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