{"id":8680,"date":"2016-06-24T09:22:38","date_gmt":"2016-06-24T08:22:38","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=8680"},"modified":"2016-08-01T15:33:57","modified_gmt":"2016-08-01T14:33:57","slug":"ne-lisez-pas-ceci-le-roi-des-magazines-savere-encore-le-plus-eleve","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/ne-lisez-pas-ceci-le-roi-des-magazines-savere-encore-le-plus-eleve\/","title":{"rendered":"Le ROI des magazines s\u2019av\u00e8re le plus \u00e9lev\u00e9"},"content":{"rendered":"<p>Combien de ventes suppl\u00e9mentaires ma campagne de publicit\u00e9 g\u00e9n\u00e8re-t-elle\u00a0? Et quel m\u00e9dia a le ROI le plus \u00e9lev\u00e9\u00a0? Il n\u2019y a pas un annonceur qui ne se pose\u00a0r\u00e9guli\u00e8rement ces questions.\u00a0 Sur base de 11 ann\u00e9es de donn\u00e9es de suivi \u2013 suite \u00e0 1.400 campagnes pour 450 marques \u2013, Nielsen (NCS) a une nouvelle fois conclu que compar\u00e9 aux autres m\u00e9dias* les magazines r\u00e9alisent le \u2018Return on Advertising Spend\u2019 le plus \u00e9lev\u00e9.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-3.jpg\"><img decoding=\"async\" class=\"alignnone wp-image-9103\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-3.jpg\" alt=\"grafiek 3\" width=\"602\" height=\"429\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-3.jpg 960w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-3-300x214.jpg 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><\/p>\n<p>En moyenne, les magazines rapportent 3,94 dollars pour chaque dollar publicitaire investi. La publicit\u00e9 display suit \u00e0 bonne distance avec un ROI de 2,63 dollars.<\/p>\n<p>Comme l\u2019indique la MPA dans son communiqu\u00e9 de presse\u00a0:\u00a0\u00a0\u00bb\u00a0L\u2019an dernier, on a pu voir une masse accablante de preuves de l\u2019efficacit\u00e9 d\u2019annonces print et de la force du m\u00e9dia magazine en vue de convaincre et de vendre.\u00a0\u00a0\u00bb L\u2019\u00e9tude NCS offre des benchmarks aux marketeers am\u00e9ricains auxquels ils peuvent confronter le ROI de leur propre mix m\u00e9dia. La conclusion\u00a0? Chaque mix m\u00e9dia ou presque s\u2019am\u00e9liore en y ajoutant les magazines.<\/p>\n<p>Les 450 marques sont r\u00e9parties sur sept cat\u00e9gories de produits majeures\u00a0: b\u00e9b\u00e9, animaux domestiques, sant\u00e9 &amp; beaut\u00e9, alimentation, boissons, OTC et produits g\u00e9n\u00e9raux. Comme le r\u00e9v\u00e8le le graphique, les magazines excellent dans quasi toutes les cat\u00e9gories.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-2-category.png\"><img decoding=\"async\" class=\"alignnone wp-image-8676\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-2-category-1024x575.png\" alt=\"ROI mediaspend per category\" width=\"609\" height=\"342\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-2-category-1024x575.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-2-category-300x168.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/06\/grafiek-2-category.png 1656w\" sizes=\"(max-width: 609px) 100vw, 609px\" \/><\/a><\/p>\n<p>Sans int\u00e9grer l\u2019aspect co\u00fbt dans l\u2019analyse, il ressort que la t\u00e9l\u00e9vision g\u00e9n\u00e8re le plus de ventes par m\u00e9nage touch\u00e9. Le mobile le fait le mieux par 1.000 impressions publicitaires. Cela implique toutefois des investissements relativement \u00e9lev\u00e9s, ce qui fait que le ROI est inf\u00e9rieur.<\/p>\n<p>Nielsen int\u00e8gre les donn\u00e9es d\u2019achat de 90 millions de m\u00e9nages avec des plateformes m\u00e9dia dans un \u2018single source\u2019. Cela permet de d\u00e9terminer l\u2019effet de vente additionnel par m\u00e9dia. Nielsen Catalina Solutions a r\u00e9cemment pr\u00e9sent\u00e9 cette \u00e9tude, baptis\u00e9e \u2018Yes, Advertising Works. Now, What\u2019s My ROAS Across Media Platforms?\u2019 lors de la conference ARF. Vous pouvez d\u00e9couvrir le d\u00e9tail des r\u00e9sultats dans la pr\u00e9sentation ci-dessous.<\/p>\n<p>Vous trouverez <a href=\"http:\/\/www.ncsolutions.com\/wp-content\/uploads\/2016\/06\/NCS-Benchmarks-Across-Media.pdf?MPA\" target=\"_blank\">la pr\u00e9sentation de NCS ici<\/a><\/p>\n<p><em>*M\u00e9dias\u00a0: TV, vid\u00e9o &amp; display en ligne, mobile, cross-plateformes, magazines<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>D&rsquo;autres articles sur\u00a0ROI et effectivit\u00e9\u00a0:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/print-magazine-sales-guarantee-non-vendu-rembourse\/\" target=\"_blank\">Print Magazine Sales Guarantee : non vendu ? Rembours\u00e9 !<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/pourquoi-la-publicite-magazine-fonctionne-t-elle-mieux\/\" target=\"_blank\">Pourquoi la publicit\u00e9 magazine fonctionne-t-elle mieux ?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">Ce que la neuroscience nous apprend sur la publicit\u00e9 magazine<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/de-mauvaises-donnees-perturbent-la-modelisation-du-mix-media-des-agences\/\" target=\"_blank\">De mauvaises donn\u00e9es perturbent la mod\u00e9lisation du mix m\u00e9dia des agences<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/academy\/topic\/roi\/\" target=\"_blank\">Vous voulez du ROI ? Vraiment ?<\/a>\u00a0(Academy)<\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/media-planning-schwarzkopf-plus-de-media-magazine-plus-de-roi\/\" target=\"_blank\">Media planning Schwarzkopf : plus de m\u00e9dia magazine, plus de ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/a-la-recherche-du-mix-media-optimal\/\" target=\"_blank\">A la recherche du mix m\u00e9dia optimal<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/magazines-media-minutes-roi\/\" target=\"_blank\">Magazine Media Minute: ROI<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/ne-gaspillez-pas-de-budget-publicitaire\/\" target=\"_blank\">Ne gaspillez pas de budget publicitaire<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Combien de ventes suppl\u00e9mentaires ma campagne de publicit\u00e9 g\u00e9n\u00e8re-t-elle\u00a0? Et quel m\u00e9dia a le ROI le plus \u00e9lev\u00e9\u00a0? Il n\u2019y a pas un annonceur qui ne se pose\u00a0r\u00e9guli\u00e8rement ces questions.\u00a0 Sur base de 11 ann\u00e9es de donn\u00e9es de suivi \u2013 suite \u00e0 1.400 campagnes pour 450 marques \u2013, Nielsen (NCS)&#8230;<\/p>\n","protected":false},"author":2,"featured_media":8677,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1995],"class_list":["post-8680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-mpa-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le ROI des magazines s\u2019av\u00e8re encore le plus \u00e9lev\u00e9<\/title>\n<meta name=\"description\" content=\"Nielsen (NCS) a une nouvelle fois conclu que compar\u00e9 aux autres m\u00e9dias les magazines r\u00e9alisent le \u2018Return on Advertising 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