R3m Score© : Emotional measurement for the media

Mondadori MediaConnect, the leader in magazine press in terms of advertising volume, is innovating and revolutionizing access to press media by launching a new and innovative marketing method: “Le Grand Abonnement”. Repères is a partner in this new offer which integrates the R3m© score as an emotional measure in post-tests.

The Mondadori group wanted to renew advertising efficiency measures to better support advertisers, in particular by integrating an emotional dimension. Indeed, today, it is increasingly difficult to capture attention and trigger consumer engagement. Emotion is a key element in leaving a strong memory trace and emerging in the face of competitors. But how to measure it properly?

To enrich its offer of post-tests offered to advertisers as part of the “Le Grand Abonnement” offer, the Mondadori group turned to Repères to integrate the R3m© score as a measure of the emotional activation of advertising campaigns.

“We now know that emotions are ultra-powerful levers of efficiency for brands, that they are the key to transforming the prospect into a consumer. Measuring emotion has thus become essential for brands in order to analyze the drivers of their communications, understand consumer sensitivities, and adjust their strategies” – Cécile Chambaudrie, Executive Director Mondadori MediaConnect