{"id":6758,"date":"2016-01-27T08:14:26","date_gmt":"2016-01-27T07:14:26","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6758"},"modified":"2016-02-26T09:41:03","modified_gmt":"2016-02-26T08:41:03","slug":"dans-lere-on-line-la-confiance-dans-les-medias-off-line-reste-grande","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/dans-lere-on-line-la-confiance-dans-les-medias-off-line-reste-grande\/","title":{"rendered":"Dans l\u2019\u00e8re on-line, la confiance dans les \u2018m\u00e9dias off-line\u2019 reste grande"},"content":{"rendered":"

Malgr\u00e9 la fragmentation de l\u2019offre m\u00e9dia et l\u2019omnipr\u00e9sence des m\u00e9dias en ligne, les consommateurs continuent\u00a0de faire confiance \u00e0 la publicit\u00e9 (hors ligne) plus traditionnelle. Selon un r\u00e9cent rapport de Nielsen \u2013 \u2018Global Trust in Advertising\u2019 \u2013, la publicit\u00e9 \u00e0 la TV, dans les journaux et dans les magazines b\u00e9n\u00e9ficie toujours de plus de confiance que les formats digitaux. Les choses ont \u00e0 peine chang\u00e9 depuis 2013.<\/p>\n

6 r\u00e9pondants sur 10 disent avoir une enti\u00e8re ou une certaine confiance en ce type de publicit\u00e9 hors ligne, tandis que plus de la moiti\u00e9 se m\u00e9fie de la publicit\u00e9 en ligne. Avec 48 %, la vid\u00e9o en ligne obtient le meilleur score des formats on-line, suivie des r\u00e9sultats de moteurs de recherche (47 %) et de la publicit\u00e9 sur les m\u00e9dias sociaux (46 %). Depuis 2013, ces deux derniers formats se sont m\u00eame vu accorder moins de confiance. La publicit\u00e9 mobile inspire confiance aupr\u00e8s de 43 % des r\u00e9pondants et ce pourcentage aussi a chut\u00e9 de 2 points.<\/p>\n

L\u2019\u00e9tude montre \u00e9galement comment diff\u00e9rentes g\u00e9n\u00e9rations \u2013 dont les Millennials \u2013 consomment les m\u00e9dias autrement. Les Millennials exercent plus de contr\u00f4le sur la fa\u00e7on, le moment et l\u2019endroit o\u00f9 ils visionnent, \u00e9coutent et lisent. Ils ont grandi avec Internet et font davantage confiance \u00e0 la publicit\u00e9 digitale que d\u2019autres g\u00e9n\u00e9rations. Cependant, ils\u00a0accordent aussi une plus grande confiance et propension \u00e0 l\u2019action sur base de quasi tous les canaux traditionnels (hormis la radio). Dans son rapport, Nielsen indique que pour toutes les g\u00e9n\u00e9rations une approche multicanal int\u00e9gr\u00e9e est toujours la meilleure option, plus encore pour les Millennials.<\/p>\n

Nielsen a aussi \u00e9tudi\u00e9 la question de savoir\u00a0si les gens passaient (parfois) \u00e0 l\u2019action apr\u00e8s avoir vu de la publicit\u00e9. Pour tous les m\u00e9dias, ce param\u00e8tre est un rien sup\u00e9rieur \u00e0 celui de la confiance. Il n\u2019y a que pour le contenu r\u00e9dactionnel que la confiance est sup\u00e9rieure \u00e0 l\u2019action. C\u00f4t\u00e9 formats digitaux et mobile, ces pourcentages d\u2019action sont invariablement sup\u00e9rieurs de 10 % \u00e0 ceux de la confiance. C\u2019est ici qu\u2019appara\u00eet clairement la force de l\u2019on-line\u00a0: l\u2019on-line et le mobile font qu\u2019il devient extr\u00eamement facile pour le consommateur, sur base d\u2019une publicit\u00e9, de passer \u00e0 l\u2019action au moment-m\u00eame.<\/p>\n

Source\u00a0: Nielsen Global<\/a><\/p>\n

*Le Nielsen Global Trust in Advertising Survey a interrog\u00e9 30.000 r\u00e9pondants on-line dans 60 pays afin de dresser la carte de la confiance consommateur dans 19 m\u00e9dias publicitaires \u2018paid\u2019, \u2018owned\u2019 et \u2018earned\u2019. Sentiments et comportements ont \u00e9t\u00e9 sond\u00e9s et sont donc auto-d\u00e9clar\u00e9s par les r\u00e9pondants (pas enregistr\u00e9s de fa\u00e7on passive).<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Malgr\u00e9 la fragmentation de l\u2019offre m\u00e9dia et l\u2019omnipr\u00e9sence des m\u00e9dias en ligne, les consommateurs continuent\u00a0de faire confiance \u00e0 la publicit\u00e9 (hors ligne) plus traditionnelle. Selon un r\u00e9cent rapport de Nielsen \u2013 \u2018Global Trust in Advertising\u2019 \u2013, la publicit\u00e9 \u00e0 la TV, dans les journaux et dans les magazines b\u00e9n\u00e9ficie toujours…<\/p>\n","protected":false},"author":2,"featured_media":6756,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1169],"class_list":["post-6758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-advertising-fr-3"],"acf":[],"yoast_head":"\nDans l\u2019\u00e8re on-line, la confiance dans les \u2018m\u00e9dias off-line\u2019 reste grande - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"6 r\u00e9pondants sur 10 disent avoir une enti\u00e8re ou certaine confiance en ce type de publicit\u00e9 hors ligne, tandis que plus de la moiti\u00e9 se m\u00e9fie de la publicit\u00e9 en ligne\" \/>\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\/fr\/nieuws\/dans-lere-on-line-la-confiance-dans-les-medias-off-line-reste-grande\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dans l\u2019\u00e8re on-line, la confiance dans les \u2018m\u00e9dias off-line\u2019 reste grande - 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