{"id":528,"date":"2014-11-18T09:00:00","date_gmt":"2014-11-18T08:00:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/la-synergie-en-action\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"la-synergie-en-action","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-synergie-en-action\/","title":{"rendered":"La synergie en action"},"content":{"rendered":"

L’\u00e9tude se focalise sur la contribution des magazines \u00e0 l’efficacit\u00e9 de campagnes ayant la t\u00e9l\u00e9vision pour m\u00e9dia principal. <\/b><\/span><\/p>\n

Une des raisons pour lesquelles la t\u00e9l\u00e9vision, Internet, les magazines et d’autres m\u00e9dias fonctionnent mieux dans une campagne multim\u00e9dia que seuls, r\u00e9side dans la synergie qui se cr\u00e9e. Le tout est plus grand que la somme de ses parties. Chaque m\u00e9dia a ses propres forces et faiblesses et \u00e7a les rend compl\u00e9mentaires : l’un renforce l’effet de l’autre.<\/p>\n

Le case de la cha\u00eene de mode espagnole Mango en est un exemple classique. Sur les cinq KPIs mesur\u00e9s, on a enregistr\u00e9 une am\u00e9lioration significative de l’effica’\u00adcit\u00e9 de la campagne TV de Mango gr\u00e2ce \u00e0 l’ajout des magazines : consid\u00e9ration d’achat (+20,9 %), lien avec la marque (Mango est mon premier choix : +39,7 %). L’impact du spot TV m\u00eame a lui aussi fortement augment\u00e9 : jusqu’\u00e0 28 % de plus au niveau du souvenir de la marque et du message.<\/p>\n

Au niveau agr\u00e9g\u00e9, on a pu le constater dans la base de donn\u00e9es Atenea toute enti\u00e8re, lorsque le groupe test ayant vu la campagne magazine a \u00e9t\u00e9 compar\u00e9 avec le groupe de contr\u00f4le n’ayant vu que la campagne TV : notori\u00e9t\u00e9 publicitaire en moyenne +14 % ; notori\u00e9t\u00e9 de marque +21 % ; consid\u00e9ration d’achat +10 %. En moyenne, la synergie entre les magazines et la t\u00e9l\u00e9vision a rendu les spots TV plus impactants \u00e0 concurrence de 16 %.<\/p>\n

\"\"<\/p>\n

L’effet de synergie multim\u00e9dia est fort lorsqu’il y a un transfert visuel, comme pour la t\u00e9l\u00e9vision et les magazines. Cela vaut toutefois aussi pour les magazines et l’on-line, surtout lorsqu’on utilise les diff\u00e9rentes plates-formes d’une m\u00eame marque m\u00e9dia.<\/p>\n

Dans l’\u00e9tude de suivi, Atenea Digital, ceci est creus\u00e9 davantage. Pour des pro’\u00adduits de soins capillaires Pantene, on a \u00e9tudi\u00e9 en 2013 l’impact sur le r\u00e9sultat de la campagne TV\/magazine des annonces sur des sites web magazine et d’autres sites web. Le souvenir de l’annonce en ligne \u00e9tait deux fois meilleur lorsque celle-ci avait \u00e9t\u00e9 vue sur les sites web magazine. La reconnaissance de marque aussi \u00e9tait plus de deux fois sup\u00e9rieure. \u00e0\u0080 l’inverse, le souvenir publicitaire et la recon’\u00adnaissance de marque de la version papier augmentaient \u00e9galement chez ceux qui avaient visit\u00e9 le site web magazine. Ici aussi, il \u00e9tait donc question de synergie.<\/p>\n

Les m\u00e9dias sont v\u00e9ritablement plus efficaces lorsqu’ils collaborent : dans ce cas, 1+1 font 3.<\/p>\n

Plus d’info? Cliquez-ici<\/a><\/strong><\/p>\n

* Atenea comprend un suivi de campagne continu et un outil d’analyse, initi\u00e9s par un consortium d’\u00e9di’\u00adteurs (Hearst, RBA & G+J Motor Press), en collaboration avec ARI, la f\u00e9d\u00e9ration espagnole des magazines (Associacion de Revistas de Informacion). Entre-temps, une suite a \u00e9t\u00e9 publi\u00e9e : Digital Atenea.<\/p>\n","protected":false},"excerpt":{"rendered":"\n

\u00ab Magazines make TV work harder \u00bb, dit Guy Consterdine dans Proof of Perfor\u00admance. <\/span>Atenea, une initiative de plusieurs grands \u00e9diteurs espagnols, le d\u00e9montre clairement.
<\/span><\/p>\n","protected":false},"author":1,"featured_media":529,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nLa synergie en action - 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\/synergie-aan-het-werk\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La synergie en action - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"\u00ab Magazines make TV work harder \u00bb, dit Guy Consterdine dans Proof of Perfor\u00admance. 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