{"id":224109,"date":"2024-08-29T16:27:20","date_gmt":"2024-08-29T14:27:20","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=224109"},"modified":"2024-09-04T14:45:50","modified_gmt":"2024-09-04T12:45:50","slug":"fma-a-enquete-sur-la-relation-des-annonceurs-avec-leur-agence-media","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/fma-a-enquete-sur-la-relation-des-annonceurs-avec-leur-agence-media\/","title":{"rendered":"FMA a enquet\u00e9 sur la relation des annonceurs avec leur agence m\u00e9dia"},"content":{"rendered":"<p><strong>fma Belgium<\/strong> a publi\u00e9 certains r\u00e9sultats de sa plus r\u00e9cente enqu\u00eate de qualit\u00e9 concernant la performance et la perception des agences m\u00e9dias en Belgique, men\u00e9e aupr\u00e8s des plus importants annonceurs par le cabinet d\u2019\u00e9tudes sp\u00e9cialis\u00e9 <strong>Profacts<\/strong>.<\/p>\n<p>La participation de nombreux annonceurs et responsables m\u00e9dias de premier plan, qui occupent une position de d\u00e9cideur ou jouent un r\u00f4le influent au sein de leur organisation (quelque 90 % des r\u00e9pondants indiquent avoir cette position), a permis d\u2019obtenir de tr\u00e8s int\u00e9ressantes informations.<\/p>\n<p><strong>Quelques r\u00e9sultats :<\/strong><\/p>\n<ol>\n<li>Plus de 60 % des annonceurs r\u00e9v\u00e8lent qu\u2019ils ach\u00e8tent une partie ou la totalit\u00e9 de leurs m\u00e9dias directement aupr\u00e8s de la r\u00e9gie et que, dans la majorit\u00e9 des cas,<strong> aucune diff\u00e9rence de qualit\u00e9<\/strong> n\u2019est perceptible par rapport \u00e0 l\u2019achat par l\u2019interm\u00e9diaire de l\u2019agence m\u00e9dia.<\/li>\n<li>Parmi d\u2019autres faiblesses, plus de la moiti\u00e9 des annonceurs consid\u00e8rent <strong>le manque de proactivit\u00e9<\/strong> de l\u2019agence m\u00e9dia comme un probl\u00e8me fondamental.<\/li>\n<li>Mais d\u2019un autre c\u00f4t\u00e9, pr\u00e8s de trois quarts des personnes sond\u00e9es d\u00e9clarent avoir un <strong>partenariat solide<\/strong> avec leur agence m\u00e9dia, un quart d\u2019entre eux affirmant m\u00eame que cette relation peut \u00eatre qualifi\u00e9e de \u00ab\u2009tr\u00e8s forte\u2009\u00bb.<\/li>\n<\/ol>\n<p>L\u2019\u00e9tude fma a \u00e9t\u00e9 men\u00e9e par le cabinet d\u2019\u00e9tudes Profacts entre mai et juin 2024. 124 annonceurs ont r\u00e9pondu au questionnaire, de mani\u00e8re totalement anonyme. Les r\u00e9ponses agr\u00e9g\u00e9es permettent \u00e0 fma d\u2019\u00e9valuer la satisfaction client qu\u2019\u00e9prouve l\u2019annonceur vis-\u00e0-vis de l\u2019agence m\u00e9dia, ainsi que la comp\u00e9titivit\u00e9, la r\u00e9putation et la collaboration.<\/p>\n<p><em>\u00ab\u2009Nous sommes extr\u00eamement reconnaissants et ravis que tant d\u2019annonceurs aient fait l\u2019effort de participer \u00e0 l\u2019enqu\u00eate\u2009\u00bb<\/em>, affirme <strong>Geert Debruyne<\/strong>, fondateur de fma. <em>\u00ab\u2009Elle fournit une image objective des performances et de la perception des agences sur le march\u00e9 belge.\u00a0\u00bb<\/em><\/p>\n<p>fma Belgium est sp\u00e9cialis\u00e9e dans les audits m\u00e9dias, les pitchs m\u00e9dias et l\u2019\u00e9valuation des agences m\u00e9dias.<\/p>\n<p>Curieux d\u2019en savoir plus\u2009? Contactez <strong>Zaki Lahbib<\/strong> via <a href=\"mailto:zaki@fmabelgium.be\">zaki@fmabelgium.be<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>fma Belgium a publi\u00e9 certains r\u00e9sultats de sa plus r\u00e9cente enqu\u00eate de qualit\u00e9 concernant la performance et la perception des agences m\u00e9dias en Belgique.<\/p>\n","protected":false},"author":4,"featured_media":224104,"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":[7886],"tags":[11467,21332,7139,10466,15809],"class_list":["post-224109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ongedefinieerd-fr","tag-fma-belgium-fr","tag-geert-debruyne-fr","tag-pitch-fr","tag-profacts-fr","tag-zaki-lahbib-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FMA a enquet\u00e9 sur la relation des annonceurs avec leur agence m\u00e9dia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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