{"id":554,"date":"2014-12-02T09:37:58","date_gmt":"2014-12-02T08:37:58","guid":{"rendered":"http:\/\/www.magazinemedia.be\/a-la-recherche-du-mix-media-optimal\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"a-la-recherche-du-mix-media-optimal","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/a-la-recherche-du-mix-media-optimal\/","title":{"rendered":"A la recherche du mix m\u00e9dia optimal"},"content":{"rendered":"

L’ajout du m\u00e9dia magazine au mix m\u00e9dia ou l’augmentation du budget m\u00e9dia magazine entra\u00eenent une plus forte croissance de l’effet de vente et du ROI que si vous investissiez cet argent uniquement dans le premier m\u00e9dia (primaire).<\/p>\n

Comment se fait-il que les magazines ressortent si bien des \u00e9tudes ROI ?<\/p>\n

    \n
  1. Il y a de l’appr\u00e9ciation pour la publicit\u00e9 dans les marques magazines et tr\u00e8s peu d’irritation.<\/li>\n
  2. La publicit\u00e9 (et le contenu) magazine incite(nt) \u00e0 l’action. Le lien solide entre les marques magazines et leur public se traduit par des taux d’engagement et de confiance \u00e9lev\u00e9s.<\/li>\n
  3. Une autre raison du ROI \u00e9lev\u00e9 du m\u00e9dia magazine r\u00e9side dans la part budg\u00e9taire r\u00e9duite. L’engagement minimal du m\u00e9dia magazine dans le mix signifie que le plein potentiel ne peut \u00eatre r\u00e9alis\u00e9.<\/li>\n<\/ol>\n

    Magonomics, un projet de recherche au Royaume-Uni avec Mindshare et Ohal, l’a examin\u00e9 \u00e0 fond.<\/p>\n

    Pour 136 marques FMCG les magazines ont r\u00e9alis\u00e9 un ROI sup\u00e9rieur de 22 % au ROI d’Internet, et de 11 % \u00e0 celui de la t\u00e9l\u00e9vi’\u00adsion.<\/b><\/p>\n

    Une analyse plus approfondie des campagnes a fait ressortir que le m\u00e9dia magazine ne se voyait attribuer que 7 % de l’investissement en moyenne, tandis que la part du lion \u00e9tait destin\u00e9e \u00e0 la t\u00e9l\u00e9vision. Du coup, il \u00e9tait question dans ces campagnes de rendements d\u00e9croissants pour la t\u00e9l\u00e9vision.<\/p>\n

     <\/p>\n

    La r\u00e9partition budg\u00e9taire dont on a un surinvestissement dans la t\u00e9l\u00e9vision est tr\u00e8s d\u00e9savantageuse pour les annonceurs, car elle ne leur permet pas de r\u00e9aliser une efficacit\u00e9 maximale. Pour d\u00e9terminer le mix m\u00e9dia optimal, Mindshare et Ohal ont effectu\u00e9 un exercice de mod\u00e9lisation. Dans tous les sc\u00e9narios, il s’av\u00e8re que les ventes nettes augmentent au fur et \u00e0 mesure que cro\u00eet l’investissement dans les magazines. Les ventes suppl\u00e9mentaires que g\u00e9n\u00e8rent les magazines d\u00e9passent largement la baisse due \u00e0 l’investissement moindre dans d’autres m\u00e9dias. M\u00eame quand on double le budget, le m\u00e9dia magazine ne se rapproche m\u00eame pas du point de rendements d\u00e9croissants.<\/b><\/p>\n

    Savoir plus? Cliquez ici<\/a><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"\n

    Combien d\u2019\u00e9tudes faut-il r\u00e9aliser pour arriver \u00e0 une conclusion irr\u00e9vocable ? Combien de campagnes de marques faut-il analyser pour pouvoir d\u00e9terminer d\u00e9finitivement le mix m\u00e9dia optimal ?<\/p>\n","protected":false},"author":1,"featured_media":555,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"\nA la recherche du mix m\u00e9dia optimal - 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\/roi-en-magazines-op-zoek-naar-de-optimale-mediamix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A la recherche du mix m\u00e9dia optimal - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Combien d\u2019\u00e9tudes faut-il r\u00e9aliser pour arriver \u00e0 une conclusion irr\u00e9vocable ? 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