{"id":4151,"date":"2015-08-04T08:32:12","date_gmt":"2015-08-04T07:32:12","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=4151"},"modified":"2015-08-27T10:52:19","modified_gmt":"2015-08-27T09:52:19","slug":"les-marques-premium-sur-les-sites-web-magazine","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-marques-premium-sur-les-sites-web-magazine\/","title":{"rendered":"Les marques premium se sentent chez elles sur les sites web magazine"},"content":{"rendered":"<p>Si les consommateurs visitent les sites de m\u00e9dia magazine, c\u2019est principalement parce qu\u2019ils ont faim d\u2019informations actuelles et fiables. En outre, ils y trouvent des contenus dits \u2018\u00e0 valeur ajout\u00e9e\u2019, tels que des photos, vid\u00e9os et autres images. Cela cr\u00e9e un environnement id\u00e9al pour les marques premium, conclut une nouvelle \u00e9tude espagnole men\u00e9e par PwC*.<\/p>\n<p>L\u2019\u00e9tude cherchait \u00e0 r\u00e9pondre \u00e0 la question suivante\u00a0: comment les consommateurs, les annonceurs et les agences jugent et <img decoding=\"async\" class=\"alignright wp-image-4148\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/advertiser-quote-300x185.png\" alt=\"Magazines' content and rich media provide a framework for advertising\" width=\"400\" height=\"247\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/advertiser-quote-300x185.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/advertiser-quote.png 812w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>utilisent-ils les sites de marques magazines, tant le produit r\u00e9dactionnel que les messages commerciaux\u00a0?<\/p>\n<p>Le contenu r\u00e9dactionnel du m\u00e9dia magazine est consid\u00e9r\u00e9 comme tr\u00e8s pr\u00e9cieux et cr\u00e9dible par les consommateurs comme par les annonceurs\u00a0; bien plus m\u00eame que celui d\u2019autres m\u00e9dias, r\u00e9v\u00e8le l\u2019\u00e9tude. On d\u00e9crit les sites des magazines \u00e0 l\u2019aide des m\u00eames valeurs que le magazine papier\u00a0: pertinents, int\u00e9ressants et fiables. Les annonces sur ces sites en profitent, parce que les consommateurs leur portent plus d\u2019estime et leur pr\u00eatent plus d\u2019attention qu\u2019aux publicit\u00e9s sur d\u2019autres sites. Ce qui \u00e0 son tour engendre plus d\u2019interaction avec les publicit\u00e9s.<\/p>\n<p>Les marques magazines sont consid\u00e9r\u00e9es comme la plate-forme la plus ad\u00e9quate pour des campagnes de marque premium. Annonceurs et agences s\u2019accordent \u00e0 dire que les sites de marques magazines offrent un bon environnement pour engendrer une exp\u00e9rience publicitaire positive, de la notori\u00e9t\u00e9 de marque et de l\u2019impact.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/agency-quote.png\"><img decoding=\"async\" class=\"alignleft wp-image-4149\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/agency-quote-300x202.png\" alt=\"Digital magazines are one of the best valued platforms to generate brand awareness\" width=\"400\" height=\"269\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/agency-quote-300x202.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/agency-quote.png 769w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/a>Les lecteurs magazine ont tr\u00e8s r\u00e9guli\u00e8rement recours au site de leur marque magazine favorite\u00a0: ils y vont quasi tous les jours et suivent de tr\u00e8s pr\u00e8s les canaux de m\u00e9dias sociaux. Les femmes espagnoles se retrouvent sur Facebook, tandis que les hommes gardent plus fr\u00e9quemment le contact via Twitter. Bien s\u00fbr, cela se fait de plus en plus fr\u00e9quemment avec des appareils mobiles.<\/p>\n<p>En collaboration avec une s\u00e9rie d\u2019\u00e9diteurs, l\u2019organisation espagnole ARI avait d\u00e9j\u00e0 r\u00e9alis\u00e9 une enqu\u00eate sur certains sites de magazines. Les r\u00e9sultats de cette \u00e9tude ant\u00e9rieure avaient d\u00e9j\u00e0 d\u00e9voil\u00e9 que les consommateurs ont tendance \u00e0 se montrer plus positifs envers les publicit\u00e9s dans un environnement de haute qualit\u00e9, notamment \u00e0 les juger plus int\u00e9ressantes et fiables. \u00a0Des \u00e9tudes r\u00e9centes men\u00e9es en Grande-Bretagne (<a href=\"http:\/\/www.fipp.com\/news\/insightnews\/bauers-heat-neuroscience-study-illustrates-ad\" target=\"_blank\">Bauer<\/a>) et aux Etats-Unis (<a href=\"http:\/\/fipp.s3.amazonaws.com\/media\/documents\/Meredith%20Sales%20Guarantee%20update%20-%20Britta%20Cleveland.pdf\" target=\"_blank\">Meredith Sales Guarantee<\/a>) ont toutefois aussi permis de d\u00e9montrer que le lien puissant entre le lecteur et la marque magazine offre un avantage consid\u00e9rable aux annonceurs, quelle que soit la plate-forme de marque qu\u2019on exploite.<\/p>\n<p>Pour en savoir plus sur cette \u00e9tude espagnole, <a href=\"http:\/\/fipp.s3.amazonaws.com\/media\/documents\/Magazine%20websites%20-%20Yolanda%20Ausin.pdf\" target=\"_blank\">cliquez ici<\/a>.<\/p>\n<p><span style=\"font-size: 12px;\"><em>* L\u2019\u00e9tude intitul\u00e9e\u00a0<\/em><em>Magazine websites: Usage and perception<\/em><em>, commandit\u00e9e par l\u2019<\/em><strong><em>Asociaci\u00f3n de Revistas de Informaci\u00f3n (ARI)<\/em><\/strong><em>\u00a0espagnole <\/em><em>et effectu\u00e9e par\u00a0<\/em><strong><em>PwC<\/em><\/strong><em>, se sert de m\u00e9thodes qualitatives et quantitatives pour dresser la carte des opinions de 1.600 lecteurs magazine et d\u2019une s\u00e9rie d\u2019annonceurs, d\u2019agences et d\u2019\u00e9diteurs.<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si les consommateurs visitent les sites de m\u00e9dia magazine, c\u2019est principalement parce qu\u2019ils ont faim d\u2019informations actuelles et fiables. En outre, ils y trouvent des contenus dits \u2018\u00e0 valeur ajout\u00e9e\u2019, tels que des photos, vid\u00e9os et autres images. Cela cr\u00e9e un environnement id\u00e9al pour les marques premium, conclut une nouvelle&#8230;<\/p>\n","protected":false},"author":2,"featured_media":4147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-4151","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>Les marques premium se sentent chez elles sur les sites web magazine<\/title>\n<meta name=\"description\" content=\"Annonceurs et agences s\u2019accordent \u00e0 dire que les sites de marques magazines offrent un bon environnement pour engendrer une exp\u00e9rience publicitaire positive\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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