{"id":468,"date":"2014-10-14T07:30:00","date_gmt":"2014-10-14T06:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/les-annonceurs-neerlandais-informes-de-laudience-publicitaire-des-magazines\/"},"modified":"2022-12-19T10:56:58","modified_gmt":"2022-12-19T09:56:58","slug":"les-annonceurs-neerlandais-informes-de-laudience-publicitaire-des-magazines","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-annonceurs-neerlandais-informes-de-laudience-publicitaire-des-magazines\/","title":{"rendered":"Les annonceurs n\u00e9erlandais inform\u00e9s de l\u2019audience publicitaire des magazines"},"content":{"rendered":"<p>L&rsquo;audience publicitaire, c&rsquo;est le fait de voir une page de publicit\u00e9 dans un magazine. Du moins, selon la toute derni\u00e8re publication de l&rsquo;\u00e9tude d&rsquo;audience publicitaire aux Pays-Bas (NOM). Dor\u00e9navant, les annonceurs et les agences m\u00e9dia pourront planifier leur exploitation des m\u00e9dias magazine et d&rsquo;information sur base de cette audience publicitaire, en plus de la dimension bien connue du &lsquo;lecteur derni\u00e8re p\u00e9riode&rsquo; (audience par num\u00e9ro moyen). On r\u00e9pond ainsi \u00e0 une interrogation majeure\u00a0: quel magazine offre le plus de chances que mon annonce soit capt\u00e9e par une cible sp\u00e9cifique\u00a0? Ainsi, les performances et le fonctionnement des m\u00e9dias imprim\u00e9s sont rendus encore plus clairs.*<\/p>\n<p>Selon le fameux &lsquo;ARF Media Model&rsquo; (<a href=\"http:\/\/www.thearf.org\/\">www.thearf.org<\/a>), on arrive ainsi \u00e0 couvrir les trois premiers niveaux du processus publicitaire sur la voie qui m\u00e8ne de l&rsquo;audience au comportement consommateur\u00a0: diffusion m\u00e9dia (tirage), audience m\u00e9dia (LDP) et audience publicitaire.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/ARF%20media%20model%20FR.png\" alt=\"\" width=\"480\" height=\"285\" \/><\/p>\n<p><b>Mod\u00e8le de pr\u00e9diction<\/b><\/p>\n<p>Comment les Hollandais s&rsquo;y sont-ils pris\u00a0? NOM a d&rsquo;abord demand\u00e9 aux r\u00e9pondants s&rsquo;ils avaient vu des pages de publicit\u00e9. Dans la foul\u00e9e, un grand nombre de caract\u00e9ristiques pouvant avoir un impact sur l&rsquo;audience publicitaire y ont \u00e9t\u00e9 associ\u00e9es<\/p>\n<ul>\n<li>Caract\u00e9ristiques des r\u00e9pondants (sociod\u00e9mographiques, champs d&rsquo;int\u00e9r\u00eats, attitude envers la publicit\u00e9, \u00e2\u0080\u00a6)<\/li>\n<li>Caract\u00e9ristiques du titre et de la relation entre le titre et le lecteur (type de magazine, mode d&rsquo;obtention, dur\u00e9e de lecture, \u00e2\u0080\u00a6)<\/li>\n<li>Caract\u00e9ristiques publicitaires (secteur, format, couleur, position dans le magazine, \u00e2\u0080\u00a6)<\/li>\n<\/ul>\n<p>Ces donn\u00e9es ont ensuite permis d&rsquo;\u00e9laborer un mod\u00e8le de pr\u00e9diction pour les m\u00e9dias magazine et d&rsquo;information qui incorpore un calcul de probabilit\u00e9s (opportunity to see advertising\u00a0: OTSA). En combinant ces probabilit\u00e9s avec l&rsquo;audience m\u00e9dia (LDP) provenant de l&rsquo;\u00e9tude d&rsquo;audience classique, on parvient \u00e0 pr\u00e9dire l&rsquo;audience publicitaire par secteur, par titre et par cible.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Grafiek%20voorbeeld%20FR_0.png\" alt=\"\" width=\"480\" height=\"240\" \/><\/p>\n<p>Dans les logiciels de planning m\u00e9dia, l&rsquo;audience publicitaire peut \u00eatre exploit\u00e9e pour mieux faire ressortir la pr\u00e9disposition de tel et tel magazine \u00e0 la publicit\u00e9 issue de certains secteurs. En outre, on obtient des informations li\u00e9es, entre autres, aux diff\u00e9rentes positions dans le magazine (couverture, gauche\/droite) et aux diff\u00e9rents formats. Voil\u00e0 un pas int\u00e9ressant dans l&rsquo;\u00e9tude d&rsquo;audience qui ne manquera certainement pas de nous inspirer en Belgique.<\/p>\n<p>Pour plus d&rsquo;informations, rendez-vous sur <a href=\"http:\/\/www.nommedia.nl\/onderzoek\/overig-onderzoek\/otsa-opportunity-to-see-advertising\/\" target=\"_blank\" rel=\"noopener\">www.nommedia.nl<\/a> (seulement en n\u00e9erlandais)<\/p>\n<p class=\"MsoNormal\">* Il va de soi que le fait de r\u00e9ellement rep\u00e9rer une page d\u00e9pend grandement de la cr\u00e9ativit\u00e9 de l&rsquo;annonce et de la mesure dans laquelle celle-ci se d\u00e9marque (\u00e9tapes 4, 5 et 6 dans le mod\u00e8le ARF). C&rsquo;est la responsabilit\u00e9 de l&rsquo;annonceur et de l&rsquo;agence.<\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>R\u00e9volution aux Pays-Bas\u00a0! D\u00e9sormais, en plus de l\u2019audience d\u2019un magazine, les annonceurs y obtiennent aussi celle de la publicit\u00e9 v\u00e9hicul\u00e9e. Notre pays s\u2019en inspirera-t-il\u00a0?<\/p>\n","protected":false},"author":1,"featured_media":469,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-468","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 annonceurs n\u00e9erlandais inform\u00e9s de l\u2019audience publicitaire des magazines - 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\/nederlandse-adverteerders-krijgen-reclamebereik-magazines\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les annonceurs n\u00e9erlandais inform\u00e9s de l\u2019audience publicitaire des magazines - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"R\u00e9volution aux Pays-Bas\u00a0! 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