{"id":144124,"date":"2019-09-06T13:36:08","date_gmt":"2019-09-06T11:36:08","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=144124"},"modified":"2019-09-09T09:38:20","modified_gmt":"2019-09-09T07:38:20","slug":"nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/","title":{"rendered":"Nathalie Taboch : \u00ab\u00a0Le num\u00e9rique seul ne peut r\u00e9pondre \u00e0 toutes les attentes\u00a0\u00bb"},"content":{"rendered":"<p>Cette ann\u00e9e, l\u2019\u00e9tude Ebiquity <a href=\"https:\/\/www.mediaspecs.be\/fr\/insights\/ebiquity-presente-ledition-belge-de-letude-%e2%80%89re-evaluating-media%e2%80%89\/\">\u00ab\u00a0Re-Evaluating Media &#8211; The Belgium Edition\u00a0\u00bb<\/a> \u00e9tait au centre du symposium annuel CommPass. Cette \u00e9tude a examin\u00e9 les diff\u00e9rences entre les r\u00e9sultats des \u00e9tudes sur les m\u00e9dias et la perception de ceux-ci par le secteur.<\/p>\n<p>En collaboration avec le bureau d\u2019\u00e9tudes Echo Research, Ebiquity a recherch\u00e9 dans 140 \u00e9tudes sur les m\u00e9dias les caract\u00e9ristiques des campagnes publicitaires qui font cro\u00eetre une marque \u00e0 long terme. Les 9 caract\u00e9ristiques examin\u00e9es \u00e9taient les suivantes : targetability, brand consideration, emotional response, ROI, reach, sales, is your ad noticed, brand safety et cost.<\/p>\n<p>Le score de 10 types de m\u00e9dias (t\u00e9l\u00e9vision, radio, journaux, magazines, affichage en ligne, vid\u00e9o en ligne, m\u00e9dias sociaux, direct mail, cin\u00e9ma et affichage ext\u00e9rieur) a \u00e9t\u00e9 examin\u00e9 pour chacune de ces caract\u00e9ristiques. Dans le m\u00eame temps, 103 sp\u00e9cialistes du marketing et agences ont \u00e9t\u00e9 consult\u00e9s quant \u00e0 leur ressenti par rapport \u00e0 ces m\u00eames caract\u00e9ristiques et le score de chacun des m\u00e9dias. L\u2019\u00e9tude a compar\u00e9 les diff\u00e9rences entre les r\u00e9sultats obtenus dans les \u00e9tudes et ceux qui sont ressortis des interviews de perception.<\/p>\n<p><strong>Nathalie Taboch<\/strong>, General Manager d&rsquo;Ebiquity France-Belgique, est venue pr\u00e9senter ces r\u00e9sultats lors du symposium CommPass. Plus d\u2019infos \u00e0 ce sujet dans <a href=\"https:\/\/www.mediaspecs.be\/digital-alleen-kan-niet-aan-alle-verwachtingen-voldoen\/\">notre article en n\u00e9erlandais<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ebiquity a publi\u00e9 l\u2019\u00e9dition belge de \u00ab\u00a0Re-evaluating Media\u00a0\u00bb. Cette \u00e9tude a examin\u00e9 les diff\u00e9rences entre les r\u00e9sultats des \u00e9tudes sur les m\u00e9dias et la perception de ceux-ci par le secteur.<\/p>\n","protected":false},"author":4,"featured_media":144085,"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":[6706,25,24],"tags":[9728,12880,12868,12811],"class_list":["post-144124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-media-fr","category-people-fr","tag-commpass-fr","tag-commpass-symposium-fr","tag-ebiquity-fr","tag-nathalie-taboch"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nathalie Taboch : &quot;Le num\u00e9rique seul ne peut r\u00e9pondre \u00e0 toutes les attentes&quot;<\/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\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nathalie Taboch : &quot;Le num\u00e9rique seul ne peut r\u00e9pondre \u00e0 toutes les attentes&quot;\" \/>\n<meta property=\"og:description\" content=\"Ebiquity a publi\u00e9 l\u2019\u00e9dition belge de &quot;Re-evaluating Media&quot;. Cette \u00e9tude a examin\u00e9 les diff\u00e9rences entre les r\u00e9sultats des \u00e9tudes sur les m\u00e9dias et la perception de ceux-ci par le secteur.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/\" \/>\n<meta property=\"og:site_name\" content=\"MediaSpecs\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-06T11:36:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-09-09T07:38:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2019\/09\/Taboch.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"350\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"@Bart\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@Bart\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/\"},\"author\":{\"name\":\"@Bart\",\"@id\":\"https:\/\/www.mediaspecs.be\/#\/schema\/person\/d83b92e96a208300c55cf83440c05017\"},\"headline\":\"Nathalie Taboch : \u00ab\u00a0Le num\u00e9rique seul ne peut r\u00e9pondre \u00e0 toutes les attentes\u00a0\u00bb\",\"datePublished\":\"2019-09-06T11:36:08+00:00\",\"dateModified\":\"2019-09-09T07:38:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/\"},\"wordCount\":239,\"image\":{\"@id\":\"https:\/\/www.mediaspecs.be\/fr\/nathalie-taboch-le-numerique-seul-ne-peut-repondre-a-toutes-les-attentes\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediaspecs.be\/wp-content\/uploads\/2019\/09\/Taboch.jpg\",\"keywords\":[\"CommPass\",\"CommPass Symposium\",\"Ebiquity\",\"Nathalie Taboch\"],\"articleSection\":[\"Featured\",\"Media - 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