{"id":4479,"date":"2015-08-19T08:29:27","date_gmt":"2015-08-19T07:29:27","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=4479"},"modified":"2015-08-25T10:46:44","modified_gmt":"2015-08-25T09:46:44","slug":"de-mauvaises-donnees-perturbent-la-modelisation-du-mix-media-des-agences","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/de-mauvaises-donnees-perturbent-la-modelisation-du-mix-media-des-agences\/","title":{"rendered":"De mauvaises donn\u00e9es perturbent la mod\u00e9lisation du mix m\u00e9dia des agences"},"content":{"rendered":"<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized.jpg\"><img decoding=\"async\" class=\"  wp-image-4471 alignright\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized-300x143.jpg\" alt=\"MPA logo\" width=\"237\" height=\"113\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized-300x143.jpg 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/08\/MPA-logo-resized.jpg 600w\" sizes=\"(max-width: 237px) 100vw, 237px\" \/><\/a>En introduisant des donn\u00e9es hebdomadaires en temps r\u00e9el sur les contacts magazine dans des mod\u00e8les de mix m\u00e9dia, la v\u00e9ritable efficacit\u00e9 des magazines \u00e9merge. C\u2019est ce que d\u00e9montre Nielsen dans le cadre d\u2019une \u00e9tude \u00e9conom\u00e9trique.<\/p>\n<p>Passons d\u2019abord en revue les performances des magazines\u00a0:<\/p>\n<ul>\n<li>ROI le plus \u00e9lev\u00e9 de tous les m\u00e9dias de campagne (+168 %\u00a0!)\u00a0;<\/li>\n<li>doublement de la contribution aux ventes (de 10 \u00e0 23 %)\u00a0;<\/li>\n<li>ROI TV sup\u00e9rieur de 18 % lorsque combin\u00e9 aux magazines\u00a0;<\/li>\n<li>13 % de ROI de plus pour la vid\u00e9o en ligne et le display digital.<\/li>\n<\/ul>\n<p>Ces conclusions, Nielsen les tire sur base d\u2019une \u00e9tude de mod\u00e9lisation \u00e9conom\u00e9trique couvrant trois grandes marques FMCG. Dans la plupart des mod\u00e8les, on se sert de l\u2019audience moyenne des magazines, mais dans le cas pr\u00e9sent on a pu disposer d\u2019une information particuli\u00e8rement d\u00e9taill\u00e9e sur la consommation magazine hebdomadaire des trois derni\u00e8res ann\u00e9es*. En introduisant de meilleures donn\u00e9es dans le mod\u00e8le et en amenant ainsi les magazines au niveau d\u2019autres m\u00e9dias, il s\u2019est av\u00e9r\u00e9 que les r\u00e9sultats \u00e9taient totalement diff\u00e9rents (lire\u00a0: meilleurs).<\/p>\n<p>L\u00e0 o\u00f9 sur base d\u2019une audience moyenne les magazines semblaient fournir le ROI le plus bas, il s\u2019av\u00e8re, avec ces donn\u00e9es en temps r\u00e9el, qu\u2019ils constituent le m\u00e9dia le plus efficace. De plus, la part dans l\u2019impact de la campagne sur les ventes a doubl\u00e9 et l\u2019effet de synergie tant avec la TV qu\u2019avec la vid\u00e9o en ligne et le digital display s\u2019est av\u00e9r\u00e9 bien sup\u00e9rieur.<\/p>\n<p>Ceci confirme une nouvelle fois (<a href=\"http:\/\/www.magazinemedia.be\/fr\/ne-gaspillez-pas-de-budget-publicitaire\/\" target=\"_blank\">lien<\/a>) \u00e0 quel point les bonnes donn\u00e9es sont essentielles dans toute mod\u00e9lisation. La grande force des magazines pour les campagnes de marque devient apparente d\u00e8s que les donn\u00e9es d\u2019entr\u00e9e refl\u00e8tent mieux le vrai comportement m\u00e9dia des consommateurs. Les agences m\u00e9dia prennent des d\u00e9cisions importantes sur la strat\u00e9gie m\u00e9dia de leurs clients sur base des r\u00e9sultats de mod\u00e9lisation et il est donc dans l\u2019int\u00e9r\u00eat de chacun que ces derniers collent au plus pr\u00e8s \u00e0 la r\u00e9alit\u00e9.<\/p>\n<p>Mary Ann Azer, MPA Director, a dit\u00a0:<\/p>\n<blockquote><p>\u00a0\u00bb It has confirmed our belief that reach is not the critical measure of success; what\u2019s critical is the business results like sales contribution and ROI, which magazines clearly continue to deliver.\u00a0\u00bb<\/p><\/blockquote>\n<p>Regardez aussi <a href=\"http:\/\/printpower.eu\/UK\/martinsorrell\" target=\"_blank\">la vid\u00e9o de Sir Martin Sorrell<\/a>:\u00a0\u00ab\u00a0Print media penalised by measurement methods\u00a0\u00bb<\/p>\n<p>Source\u00a0: <a href=\"http:\/\/magazines.org.au\/news\/nielsen-case-study-shows-magazine-advertising-delivers-strong-roi\" target=\"_blank\">MPA<\/a>\u00a0, <a href=\"http:\/\/www.magnetic.media\/\" target=\"_blank\">Magnetic\u00a0<\/a><\/p>\n<p><span style=\"font-size: 12px;\"><em>* Depuis plusieurs ann\u00e9es, le MAPP fournit le march\u00e9 publicitaire australien en donn\u00e9es hebdomadaires pour les magazines au travers d\u2019une \u00e9tude innovante. Cette \u00e9tude pionni\u00e8re couple l\u2019audience hebdomadaire \u00e0 d\u2019autres informations comme les donn\u00e9es de vente r\u00e9elles, permettant ainsi d\u2019\u00e9valuer les contacts de chaque \u00e9dition magazine sp\u00e9cifique dans le temps.<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En introduisant des donn\u00e9es hebdomadaires en temps r\u00e9el sur les contacts magazine dans des mod\u00e8les de mix m\u00e9dia, la v\u00e9ritable efficacit\u00e9 des magazines \u00e9merge. C\u2019est ce que d\u00e9montre Nielsen dans le cadre d\u2019une \u00e9tude \u00e9conom\u00e9trique. Passons d\u2019abord en revue les performances des magazines\u00a0: ROI le plus \u00e9lev\u00e9 de tous les&#8230;<\/p>\n","protected":false},"author":2,"featured_media":4470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1054],"class_list":["post-4479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De mauvaises donn\u00e9es perturbent la mod\u00e9lisation du mix m\u00e9dia des agences<\/title>\n<meta name=\"description\" content=\"En introduisant des donn\u00e9es hebdomadaires en temps r\u00e9el sur les contacts magazine dans des mod\u00e8les de mix m\u00e9dia, la vraie efficacit\u00e9 des magazines \u00e9merge.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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