{"id":143284,"date":"2019-08-30T09:28:35","date_gmt":"2019-08-30T07:28:35","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=143284"},"modified":"2019-08-30T13:16:37","modified_gmt":"2019-08-30T11:16:37","slug":"la-rentree-dip-belgium","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/la-rentree-dip-belgium\/","title":{"rendered":"La rentr\u00e9e d\u2019IP Belgium"},"content":{"rendered":"

Lors de ‘Heart Vibes’, l’\u00e9v\u00e9nement de rentr\u00e9e d\u2019IP Belgium<\/strong> au Silo Brussels, Denis Masquelier<\/strong>, Directeur G\u00e9n\u00e9ral, s\u2019est exprim\u00e9 sur l\u2019actualit\u00e9 du groupe qui repr\u00e9sente 35 marques m\u00e9dias appartenant \u00e0 19 \u00e9diteurs.<\/p>\n

Il revient sur l\u2019arriv\u00e9e de TF1 en r\u00e9gie chez IP qui a fait couler beaucoup d’encre cet \u00e9t\u00e9, mais aussi sur l’actu radio et digitale.<\/p>\n

La coh\u00e9rence d\u2019une offre TV compl\u00e8te
\n<\/strong>Si IP Belgium se r\u00e9jouit des bons r\u00e9sultats des trois cha\u00eenes de RTL, en augmentation au premier semestre par rapport \u00e0 2018, la r\u00e9gie met en avant le lancement r\u00e9ussi de RTL Play qui, apr\u00e8s un an d\u2019existence, compte 600.000 inscrits, et plus d\u20191.100.000 de programmes vus par mois d\u2019une dur\u00e9e moyenne de 27 minutes.<\/p>\n

Mais la nouvelle qui a secou\u00e9 le monde audiovisuel cet \u00e9t\u00e9, c\u2019est l\u2019arriv\u00e9e de la cha\u00eene TF1 et sa plateforme MyTF1.fr en r\u00e9gie chez IP. Selon Denis Masquelier, la cha\u00eene fran\u00e7aise populaire et g\u00e9n\u00e9raliste a un ADN et une culture proches de RTL et permettra \u00e0 la r\u00e9gie de renforcer la coh\u00e9rence de l\u2019offre.<\/p>\n

Denis Masquelier\u00a0: \u00ab\u00a0L\u2019objectif de ce rapprochement, contrairement \u00e0 ce que d\u2019aucuns pourraient penser, est surtout de renforcer le m\u00e9dia dans son ensemble face aux GAFAN et d\u2019en simplifier l\u2019acc\u00e8s,\u00a0et cela bien au-del\u00e0 des concurrences cha\u00eenes publiques\/cha\u00eenes priv\u00e9es.\u00a0\u00bb<\/em><\/p>\n

L\u2019ambition de IP est de conserver, face aux GAFAN, le r\u00f4le des m\u00e9dias audiovisuels de masse dans la construction des marques fortes\u00a0: \u00ab\u00a0Dans un flot de messages adress\u00e9s \u00e0 la bonne personne et au bon moment, comment se distinguer encore si ce n\u2019est par la valeur et la puissance de vos marques. Le m\u00e9dia TV qui, gr\u00e2ce \u00e0 l\u2019\u00e9volution technologique et digitale, permet une individualisation des contacts, devient alors un m\u00e9dia de masse d\u2019individus et rassemble le meilleur des deux mondes\u00a0\u00bb<\/em>.<\/p>\n

L\u2019accord entre TF1 et IP est toutefois uniquement commercial. RTL et TF1 restent bien des concurrents \u00e0 l\u2019instar de Nostalgie vis-\u00e0-vis de Bel RTL ou Radio Contact.<\/p>\n

Plan de fr\u00e9quence radio
\n<\/strong>Dans l\u2019actualit\u00e9 en radio, on retient surtout chez IP que les fr\u00e9quences ont \u00e9t\u00e9 obtenues pour l\u2019ensemble des stations, tant pour celles \u00e0 port\u00e9e nationale que celles \u00e0 dimensions provinciales. Une nouvelle radio verra \u00e9galement le jour en DAB+ au sein du groupe Nostalgie pour la silver generation<\/em>, sous le nom de \u00ab\u00a0Nostalgie +\u00a0\u00bb.<\/p>\n

Au total, les diff\u00e9rentes radios repr\u00e9sent\u00e9es par IP touchent plus de 3,5 millions d\u2019auditeurs chaque semaine.<\/p>\n

Digital et Influencer Marketing
\n<\/strong>C\u00f4t\u00e9 digital, IP accueille un nouveau partenaire, la soci\u00e9t\u00e9 fran\u00e7aise Viously et son large inventaire vid\u00e9o. Au total, avec Rossel, Deezer, Adwave et tous ses partenaires, ce sont pas moins de 21 millions de vid\u00e9os instream\/mois et 55 millions d\u2019outstreams g\u00e9n\u00e9r\u00e9s, toutes plateformes confondues. Avec des offres premium garantissant brand safety et viewability, IP veut faciliter aux annonceurs l\u2019acc\u00e8s \u00e0 cet inventaire, en deal ou en programmatic.<\/p>\n

C\u00f4t\u00e9 audio digital, IP est pr\u00e9sent sur tous les fronts :\u00a0 smart speakers, podcastings et plus de 30 web radios partenaires.<\/p>\n

Enfin, Stellar, soci\u00e9t\u00e9 pr\u00e9curseur en Belgique en mati\u00e8re d\u2019influence marketing et dans ce business des influencers, s\u00e9duit de plus en plus d\u2019annonceurs. IP a conclu un accord commercial strat\u00e9gique qui permet d\u2019accompagner ses \u00ab people \u00bb dans leur d\u00e9ploiement sur les r\u00e9seaux sociaux et d\u2019ajouter cette corde \u00e0 son arc pour proposer des actions globales et transversales.<\/p>\n

Denis Masquelier a ensuite donn\u00e9 la parole aux repr\u00e9sentants des marques m\u00e9dias qui composent l’offre d’IP.\"\"<\/a><\/p>\n\"\"<\/a>\n","protected":false},"excerpt":{"rendered":"

Lors de la pr\u00e9sentation de rentr\u00e9e d\u2019IP Belgium, Denis Masquelier s\u2019est exprim\u00e9 sur l\u2019actualit\u00e9 du groupe qui repr\u00e9sente 35 marques m\u00e9dias. Il revient sur l\u2019arriv\u00e9e de TF1 en r\u00e9gie chez IP, mais aussi l\u2019actu radio et digitale.<\/p>\n","protected":false},"author":7,"featured_media":143288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6706,25],"tags":[9243,7584,12748,1078,8575],"class_list":["post-143284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-media-fr","tag-denis-masquelier-fr","tag-ip-belgium-fr","tag-n-group","tag-rtl-belgium","tag-tf1-fr"],"acf":[],"yoast_head":"\nLa rentr\u00e9e d\u2019IP Belgium<\/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:\/\/www.mediaspecs.be\/fr\/la-rentree-dip-belgium\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La rentr\u00e9e d\u2019IP Belgium\" \/>\n<meta property=\"og:description\" content=\"Lors de la pr\u00e9sentation de rentr\u00e9e d\u2019IP Belgium, Denis Masquelier s\u2019est exprim\u00e9 sur l\u2019actualit\u00e9 du groupe qui repr\u00e9sente 35 marques m\u00e9dias. 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