{"id":786,"date":"2015-03-16T09:00:00","date_gmt":"2015-03-16T08:00:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/mesure-daudience-media-partie-1-les-nouvelles-etudes-de-marques-arrivent\/"},"modified":"2022-12-19T10:56:56","modified_gmt":"2022-12-19T09:56:56","slug":"mesure-daudience-media-partie-1-les-nouvelles-etudes-de-marques-arrivent","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/mesure-daudience-media-partie-1-les-nouvelles-etudes-de-marques-arrivent\/","title":{"rendered":"Mesure d\u2019audience m\u00e9dia (partie 1): les nouvelles \u00e9tudes de marques arrivent"},"content":{"rendered":"<p class=\"MsoNormal\">Dans de nombreux pays, on travaille dur sur de nouvelles mesures d&rsquo;audience m\u00e9dia. C&rsquo;est en effet enfoncer des portes ouvertes que d&rsquo;affirmer que les m\u00e9dias convergent et deviennent des plates-formes de marques. Chaque m\u00e9dia se voit lancer le d\u00e9fi de transposer ces changements en des donn\u00e9es compl\u00e8tes et exploitables pour le march\u00e9 publicitaire. Comment toutefois dresser au mieux la carte de tous les contacts avec les marques magazines pour les annonceurs\u00a0? Voici deux exemples inspirants venus de l&rsquo;\u00e9tranger.<b>Etats-Unis\u00a0: Magazine Media 360\u00ba\u009a<\/b><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/MPA.png\" alt=\"\" width=\"380\" height=\"236\" \/><\/p>\n<p>Les &lsquo;currencies&rsquo; existantes (le terme international utilis\u00e9 pour libeller les standards des donn\u00e9es m\u00e9dia) ne satisfont plus ou perdront rapidement de leur valeur, car il est de moins en moins question de m\u00e9dias clairement d\u00e9limit\u00e9s. A nouvelle \u00e8re, nouvelles \u00e9tudes. Un bon exemple d&rsquo;une telle approche novatrice nous est fourni par les Etats-Unis. La MPA (<a href=\"http:\/\/www.magazine.org\/\">www.magazine.org<\/a>) y a pris l&rsquo;initiative de combiner les donn\u00e9es existantes &#8211; de fa\u00e7on fort pragmatique \u2013 afin d&rsquo;obtenir l&rsquo;audience totale des marques magazines toutes plates-formes confondues en :<\/p>\n<ul>\n<li>\u00e9ditions print et digitales<\/li>\n<li>Web (desktop\/laptop)<\/li>\n<li>Web mobile<\/li>\n<li>vid\u00e9o<\/li>\n<\/ul>\n<p>Le tout est rapport\u00e9 tous les mois sous le label de Magazine Media 360\u00cb\u009a. Les m\u00e9dias sociaux viendront bient\u00f4t s&rsquo;ajouter et il y aura aussi un rapportage sur l&rsquo;engagement.<\/p>\n<p>Les sources utilis\u00e9es sont toutes des mesures accept\u00e9es par le march\u00e9 \u00e9manant d&rsquo;instituts renomm\u00e9s comme GfK MRI, Ipsos, comScore et Nielsen Online. Au total, MPA dresse d\u00e9sormais la carte de 150 marques magazines, ce qui revient \u00e0 quelque 95 % de l&rsquo;industrie magazines aux Etats-Unis.<\/p>\n<p class=\"MsoNormal\">Les premi\u00e8res conclusions de MM360\u00cb\u009a font ressortir qu&rsquo;il y a des gagnants et des perdants parmi les marques magazines, qu&rsquo;il y a de bons et de mauvais mois et des glissements du print vers d&rsquo;autres plates-formes, mais aussi et surtout que l&rsquo;industrie magazines dans son ensemble cro\u00eet bel et bien.<\/p>\n<p><b>Royaume-Uni\u00a0: la NRS rajoute les donn\u00e9es mobiles de comScore<\/b><\/p>\n<p>L&rsquo;an dernier, au Royaume-Uni, la National Readership Survey (l&rsquo;\u00e9tude CIM Presse anglaise) a d\u00e9velopp\u00e9 une initiative int\u00e9ressante\u00a0: elle a combin\u00e9 les m\u00e9triques comScore pour smartphones et tablettes avec l&rsquo;\u00e9tude d&rsquo;audience existante (NRS PADD = print + desktop). Cette version b\u00eata comprenait les donn\u00e9es pour dix marques magazines.<\/p>\n<p>Les r\u00e9sultats combin\u00e9s ont r\u00e9v\u00e9l\u00e9 qu&rsquo;en moyenne, les appareils mobiles ajoutent 26 pour cent \u00e0 l&rsquo;audience mensuelle. Une grande partie de l&rsquo;augmentation d&rsquo;audience mesur\u00e9e \u00e9manant des appareils mobiles provient des jeunes adultes qui ne passent plus par le print ou leur desktop pour lire des magazines ou des journaux. Selon le CEO de la NRS, le secteur magazines est sur la bonne voie pour en arriver \u00e0 une nouvelle g\u00e9n\u00e9ration de mesure d&rsquo;audience. &lsquo;\u00ab\u00a0Tout le monde parle d&rsquo;engagement, mais il est de notre responsabilit\u00e9 de quantifier et partager cela avec l&rsquo;industrie publicitaire.\u00a0&lsquo;\u00bb<\/p>\n<p><a href=\"http:\/\/www.magazinemedia.be\/fr\/etude-daudience-media-2e-partie-de-grands-changements-aux-pays-bas\/\" target=\"_blank\" rel=\"noopener\">2e partie: de grands changements aux Pays-Bas<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans de nombreux pays, on travaille dur sur de nouvelles mesures d&rsquo;audience m\u00e9dia. C&rsquo;est en effet enfoncer des portes ouvertes que d&rsquo;affirmer que les m\u00e9dias convergent et deviennent des plates-formes de marques. Chaque m\u00e9dia se voit lancer le d\u00e9fi de transposer ces changements en des donn\u00e9es compl\u00e8tes et exploitables pour&#8230;<\/p>\n","protected":false},"author":1,"featured_media":787,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[492],"class_list":["post-786","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-mpa-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mesure d\u2019audience m\u00e9dia (partie 1): les nouvelles \u00e9tudes de marques arrivent - 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\/mediabereiksmeting-deel-1-de-nieuwe-merkenstudies-komen-er-aan\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mesure d\u2019audience m\u00e9dia (partie 1): les nouvelles \u00e9tudes de marques arrivent - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Dans de nombreux pays, on travaille dur sur de nouvelles mesures d&rsquo;audience m\u00e9dia. 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