{"id":502,"date":"2014-11-05T08:30:00","date_gmt":"2014-11-05T07:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/36-pages-explicitant-le-roi-des-magazines\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"36-pages-explicitant-le-roi-des-magazines","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/36-pages-explicitant-le-roi-des-magazines\/","title":{"rendered":"36 pages explicitant le ROI des magazines"},"content":{"rendered":"<p class=\"MsoNormal\"><b>Pourquoi est-il toujours important d&rsquo;\u00e9voquer le ROI des magazines, un m\u00e9dia qui accueille la publicit\u00e9 depuis plusieurs d\u00e9cennies d\u00e9j\u00e0 ?<img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Guy%20Consterdine_1.jpg\" alt=\"\" width=\"480\" height=\"332\" \/><\/b><\/p>\n<p class=\"MsoNormal\">Nous ne vivons plus dans la m\u00eame \u00e9poque. Aujourd&rsquo;hui, les magazines doivent se mesurer \u00e0 une offre m\u00e9dia bien plus importante, avec par exemple beaucoup plus de cha\u00eenes TV, les nouveaux m\u00e9dias num\u00e9riques et les m\u00e9dias sociaux. Souvent, TV et on-line sont les premiers choix des annonceurs et les magazines sont donc oblig\u00e9s de lutter plus \u00e2prement pour int\u00e9grer les plans m\u00e9dia.<\/p>\n<p class=\"MsoNormal\">Les magazines se voient oblig\u00e9s de prouver qu&rsquo;ils sont toujours pertinents et efficaces en cette \u00e8re num\u00e9rique. Pour y arriver, un des meilleurs moyens est de fournir la preuve d&rsquo;un retour sur investissement \u00e9lev\u00e9.<\/p>\n<p class=\"MsoNormal\"><b>Le c\u0153\u0093ur de votre argumentation s&rsquo;articule autour de l&rsquo;id\u00e9e que les magazines doivent recevoir une plus grande part dans le mix m\u00e9dia. Comment \u00e9tayez-vous cela\u00a0?<\/b><\/p>\n<p class=\"MsoNormal\">Nous savons que l&rsquo;effet publicitaire dans un m\u00e9dia sp\u00e9cifique commence \u00e0 diminuer lorsqu&rsquo;on lui a d\u00e9j\u00e0 consacr\u00e9 une part importante et qu&rsquo;on lui alloue encore un budget suppl\u00e9mentaire. Nous le comprenions d\u00e9j\u00e0 intuitivement, mais d&rsquo;innombrables analyses de campagnes marketing r\u00e9elles ont \u00e9galement d\u00e9montr\u00e9 que c&rsquo;est exact.<\/p>\n<p class=\"MsoNormal\">Proof of Performance a r\u00e9uni une flop\u00e9e d&rsquo;\u00e9tudes provenant d&rsquo;une quantit\u00e9 de pays (dont la Belgique). Il en ressort que dans des campagnes multim\u00e9dia, les magazines enregistrent souvent soit le ROI le plus \u00e9lev\u00e9, soit un des plus \u00e9lev\u00e9s. Des analyses ont r\u00e9v\u00e9l\u00e9 que ce ph\u00e9nom\u00e8ne est g\u00e9n\u00e9ralement d\u00fb \u00e0 un &lsquo;surinvestissement&rsquo; en TV et un &lsquo;sous-investissement&rsquo; en magazines. Dans ce contexte, investir plus en magazines est plus efficace qu&rsquo;en TV. Le budget moyen r\u00e9serv\u00e9 aux magazines devrait au moins \u00eatre doubl\u00e9 avant que le return ne retombe \u00e0 celui de la TV.<\/p>\n<p class=\"MsoNormal\"><b>Laquelle des \u00e9tudes \u00e0 la base de Proof of Performance vous a-t-elle \u00e9tonn\u00e9 le plus\u00a0?<\/b><\/p>\n<p class=\"MsoNormal\">&lsquo;Heat \u2013 a Journey into Neuroscience&rsquo; de Bauer Media au Royaume-Uni. J&rsquo;\u00e9tais surpris de voir \u00e0 quel point les scans c\u00e9r\u00e9braux d\u00e9montrent clairement que les valeurs de marque d&rsquo;un magazine imprim\u00e9 perdurent aussi sur le site Web de la marque. L&rsquo;\u00e9tude s&rsquo;est pench\u00e9e sur des consommateurs ayant vu des annonces dans l&rsquo;hebdomadaire Heat. Les conclusions ont ensuite \u00e9t\u00e9 juxtapos\u00e9es \u00e0 leurs r\u00e9actions \u00e9motionnelles face \u00e0 des publicit\u00e9s en ligne pour les m\u00eames produits. Les consommateurs ayant vu les annonces en ligne sur le site Web de Heat ont montr\u00e9 une activit\u00e9 c\u00e9r\u00e9brale bien plus importante que lorsqu&rsquo;ils les voyaient sur un autre site Web\u00e2\u0080\u00a6<\/p>\n<p class=\"MsoNormal\">Plus d&rsquo;info et telecharger le Proof of Performance? <a href=\"http:\/\/www.fipp.com\/pop\" target=\"_blank\" rel=\"noopener\">www.fip.com\/pop<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><span lang=\"FR-BE\">Dans un nouveau livret, magazinemedia.be rassemble une foison d\u2019\u00e9tudes d\u00e9montrant la puissance des investissements publicitaires en magazines. Pour ce faire, l\u2019organisation s\u2019est bas\u00e9e sur un projet similaire au Royaume-Uni\u00a0: Proof of Performance. En vue de cerner le th\u00e8me, nous avons rencontr\u00e9 l\u2019homme derri\u00e8re l\u2019initiative\u00a0: Guy Consterdine, CEO de Guy Consterdine Associates et FIPP Research Consultant.<\/span><\/p>\n","protected":false},"author":1,"featured_media":503,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[410],"class_list":["post-502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-fipp-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>36 pages explicitant le ROI 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\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"36 pages explicitant le ROI des magazines - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Dans un nouveau livret, magazinemedia.be rassemble une foison d\u2019\u00e9tudes d\u00e9montrant la puissance des investissements publicitaires en magazines. Pour ce faire, l\u2019organisation s\u2019est bas\u00e9e sur un projet similaire au Royaume-Uni\u00a0: Proof of Performance. En vue de cerner le th\u00e8me, nous avons rencontr\u00e9 l\u2019homme derri\u00e8re l\u2019initiative\u00a0: Guy Consterdine, CEO de Guy Consterdine Associates et FIPP Research Consultant.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\" \/>\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=\"2014-11-05T07:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:56:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Guy%20Consterdine_2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1916\" \/>\n\t<meta property=\"og:image:height\" content=\"1326\" \/>\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\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"36 pages explicitant le ROI des magazines\",\"datePublished\":\"2014-11-05T07:30:00+00:00\",\"dateModified\":\"2022-12-19T09:56:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\"},\"wordCount\":473,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"keywords\":[\"FIPP\"],\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/36-paginas-die-de-roi-van-magazines-duidelijk-maken\/\",\"name\":\"36 pages explicitant le ROI des magazines - 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