{"id":406,"date":"2014-09-22T07:30:00","date_gmt":"2014-09-22T06:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/lengagement-la-cle-de-leffet-publicitaire\/"},"modified":"2022-12-19T10:56:58","modified_gmt":"2022-12-19T09:56:58","slug":"lengagement-la-cle-de-leffet-publicitaire","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/lengagement-la-cle-de-leffet-publicitaire\/","title":{"rendered":"L\u2019engagement, la cl\u00e9 de l\u2019effet publicitaire"},"content":{"rendered":"<p class=\"MsoNormal\"><span lang=\"FR-BE\">Il y a quelques ann\u00e9es, Sanoma et Space ont \u00e9tudi\u00e9 les diff\u00e9rentes dimensions de l&rsquo;engagement m\u00e9dia. Ils se sont mis \u00e0 la recherche de l&rsquo;ADN des contacts m\u00e9dia, ou, autrement dit, de la r\u00e9ponse \u00e0 la question\u00a0: comment quantifier l&rsquo;amour\u00a0? (Cliquez ici pour plus d&rsquo;info.) Les chercheurs se sont donc tenus largement \u00e0 l&rsquo;\u00e9cart de donn\u00e9es quantitatives comme le nombre de minutes de contact. Ils ont utilis\u00e9 une d\u00e9finition bien plus complexe et qualitative d\u00e9bouchant sur une image multidimensionnelle de l&rsquo;exp\u00e9rience m\u00e9dia. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">En 2013, une suite a \u00e9t\u00e9 donn\u00e9e \u00e0 l&rsquo;\u00e9tude, mettant en exergue la relation avec des marques m\u00e9dia individuelles\u00a0: titres magazine, programmes TV\/radio et sites Web. Engagement 2 a entre autres d\u00e9montr\u00e9 que la force d&rsquo;une marque m\u00e9dia a un impact sur les marques faisant l&rsquo;objet de publicit\u00e9s. Il s&rsquo;agit l\u00e0 d&rsquo;un \u00e9tayage scientifique d&rsquo;une donn\u00e9e universellement accept\u00e9e\u00a0: une annonce profite elle aussi de la confiance qu&rsquo;a d\u00e9j\u00e0 emmagasin\u00e9e une marque m\u00e9dia (+21 % en moyenne). En outre, les marques m\u00e9dia inspiratrices g\u00e9n\u00e8rent moins d&rsquo;irritation publicitaire (effet de levier de +47 %).<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\"><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/grafiek_1.png\" alt=\"\" width=\"480\" height=\"195\" \/><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">Il s&rsquo;av\u00e8re que dans le top 20 des m\u00e9dias les plus engageants, les marques magazine trustent une bonne partie des places. Cette grande implication explique sans doute aussi la facilit\u00e9 avec\u00a0laquelle les utilisateurs transmettent les valeurs de marque sur les diff\u00e9rentes plates-formes (site Web, appli, etc.).<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">&lsquo;\u00ab\u00a0L&rsquo;\u00e9tude d\u00e9montre qu&rsquo;aujourd&rsquo;hui les magazines sont en fait bien vivants\u00a0&lsquo;\u00bb, Fons Van Dijck, Think BBDO (Source\u00a0: http:\/\/advertising.sanoma.be\/fr\/partagez-avec-nous-ce-que-vous-savez-mieux).<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">Autre conclusion de l&rsquo;\u00e9tude\u00a0? Il est bien plus int\u00e9ressant pour les annonceurs de se focaliser sur les groupes d&rsquo;int\u00e9r\u00eat que sur les caract\u00e9ristiques sociod\u00e9mographiques. &lsquo;\u00ab\u00a0Relevance for readers means targeting for advertisers.\u00a0&lsquo;\u00bb Ce qui explique pourquoi tant de marques magazine se retrouvent dans le top 20\u00a0: un p\u00e9riodique d\u00e9veloppe des communaut\u00e9s d&rsquo;int\u00e9r\u00eat et les lecteurs choisissent tr\u00e8s consciemment d&rsquo;en faire partie. La pertinence fait partie int\u00e9grante de l&rsquo;ADN des magazines. Du m\u00eame coup, ceux-ci cr\u00e9ent un contexte naturel pour la publicit\u00e9.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\"> <span lang=\"FR-BE\">Envie d&rsquo;en savoir plus sur ce que les marques magazine peuvent faire pour vous\u00a0? <a href=\"http:\/\/www.magazinemedia.be\/nl\/magazine-media-scan-01-nl\" target=\"_self\" rel=\"noopener\">Lisez plus en d\u00e9tail.\u00a0<\/a><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><span lang=\"FR-BE\">Dans les milieux m\u00e9dia, il existe pas mal de confusion autour de la notion d\u2019engagement. Du c\u00f4t\u00e9 des sites Web et des m\u00e9dias sociaux, on parle habituellement de donn\u00e9es quantitatives, mais l\u2019engagement concerne en fait la mesure dans laquelle quelqu\u2019un est personnellement et \u00e9motionnellement impliqu\u00e9, ce qui, bien s\u00fbr, est difficile \u00e0 exprimer en chiffres purs et durs. Les marques magazine g\u00e9n\u00e8rent presque naturellement un engagement qualitatif\u00a0: les lecteurs forgent un lien solide avec leur p\u00e9riodique\u00a0; celui-ci leur inspire confiance, ils ont h\u00e2te de le d\u00e9couvrir et il leur manque quand ils ne l\u2019ont pas sous la main.<\/span><\/p>\n","protected":false},"author":1,"featured_media":407,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-406","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 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019engagement, la cl\u00e9 de l\u2019effet publicitaire - 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\/engagement-de-sleutel-tot-reclame-effect\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019engagement, la cl\u00e9 de l\u2019effet publicitaire - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Dans les milieux m\u00e9dia, il existe pas mal de confusion autour de la notion d\u2019engagement. Du c\u00f4t\u00e9 des sites Web et des m\u00e9dias sociaux, on parle habituellement de donn\u00e9es quantitatives, mais l\u2019engagement concerne en fait la mesure dans laquelle quelqu\u2019un est personnellement et \u00e9motionnellement impliqu\u00e9, ce qui, bien s\u00fbr, est difficile \u00e0 exprimer en chiffres purs et durs. Les marques magazine g\u00e9n\u00e8rent presque naturellement un engagement qualitatif\u00a0: les lecteurs forgent un lien solide avec leur p\u00e9riodique\u00a0; celui-ci leur inspire confiance, ils ont h\u00e2te de le d\u00e9couvrir et il leur manque quand ils ne l\u2019ont pas sous la main.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/engagement-de-sleutel-tot-reclame-effect\/\" \/>\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=\"2014-09-22T06:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:56:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/engagement_0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"381\" \/>\n\t<meta property=\"og:image:height\" content=\"311\" \/>\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\/engagement-de-sleutel-tot-reclame-effect\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/engagement-de-sleutel-tot-reclame-effect\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"L\u2019engagement, la cl\u00e9 de l\u2019effet publicitaire\",\"datePublished\":\"2014-09-22T06:30:00+00:00\",\"dateModified\":\"2022-12-19T09:56:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/engagement-de-sleutel-tot-reclame-effect\/\"},\"wordCount\":405,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/engagement-de-sleutel-tot-reclame-effect\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/engagement-de-sleutel-tot-reclame-effect\/\",\"name\":\"L\u2019engagement, la cl\u00e9 de l\u2019effet publicitaire - 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