Les marques digitales et médias s’ancrent dans le quotidien des Français – Stratégies


Les marques digitales et médias s’ancrent dans le quotidien des Français – Stratégies.

26/10/2012

Google, Facebook, TF1 et M6 obtiennent, comme l’an dernier, le meilleur score d’exposition perçue par les Français, selon l’étude annuelle Media Performance Global POE («paid, owned, earned»), signée Havas Media et portant sur 3826 Français représentatifs de 15 à 59 ans. Coca-Cola arrive à la 5e place (il était 6e en 2011), Samsung fait son entrée dans le Top 20 en se hissant directement à la 7e place, tandis que You Tube est 12e (21e en 2011) et Peugeot, 20e. L’Oréal, Danone et Carrefour sortent du Top 20 cette année. Les médias publics («earned»), qui englobent les avis des proches, le bouche-à-oreille, l’opinion des internautes et les articles de presse, gagnent un point, à 12%, tandis que les médias payants («paid», à savoir publicité médias, marketing direct, sponsoring) restent stables en étant les plus perçus, avec 58% de l’impact total. Les médias privés, dits «owned» (points de vente, sites Web, pages Facebook, etc.) demeurent stables également, à 30%, grâce à la progression des sites de marques. Sur les marques médias (presse, radio, TV), les sites de marque représentent aujourd’hui 30% de la perception du «owned» des marques de presse, 23% de celle des radios, et 19% pour celle de la TV (lire Stratégies n°1696).

Amaury de Rochegonde
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Hugues Rey. 20 années de passion et d'expérience dans le monde des agences médias et digitales. Hugues started his career in 1992 at Mindshare, where he morphed from a TV buyer into Head of Research. He moved to Initiative (Media agency) in 1998 where, after 2 years of leads in the R&D Department, he set up the digital planning and buying unit: FastBridge. His next move, in 2007, was internal in the IPG Group: Head of Digital Europe – Middle East – Africa. He finally joined Havas Media in 2010 as CEO. Hugues was from 1999 to 2011 Chairman of the Internet Comite of the CIM (Centre d’Information sur les Medias). He is now Charirman of the TV Comite. He is also founding father, Past-President & member of the board of the IAB Belgian Chapter. As from november 2012, Hugues is also president of the United Media Agencies (UMA). Hugues gives frequent lecture at  Belgian universities & schools. In 2012, he started a full week of lecture about Digital Communication in Saigon City (Vietnam). Moreover, International conferences speeches is one of his hobbies.

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"I am a bridge" is my personal blog project where I share some news around my professional environement.

Keywords are mash-up, ethic, mobile, technology, cross-over, social network, advertising, marketing, POE, …

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