Media in life survey: a multimedia consumer barometer
Tiphaine Goisbeault and Arnaud de Saint RomanMédiamétrie, France
Isabelle Le RoyHavas Media, France
BACKGROUND
With the fast growth of digital media usage and the fragmentation of media audiences, it is increasingly essential to French media and advertisers to return to an overall consumer-oriented approach.
For many years, Médiamétrie's clients needed marketing tools to better understand their targets, and obtain a global market vision. It turned out to answer strategic needs, often formulated:
To compare traditional and new communication media, using common indicators;
To enrich the mono-media approach;
To...