Olivier MISSIR, Directeur Général adjoint de Marathon Digital, évoque l'advertainment du point de vue des marques.
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Choose your language and your payment mean : "L'advertainment, nouvel eldorado des marques ?"
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Olivier MISSIR, Directeur Général adjoint de Marathon Digital, évoque l'advertainment du point de vue des marques.
Interview de Olivier MISSIR, directeur général adjoint de Marathon Digital, sur ad:tech Paris.
Enregistrée le 8 avril 2009.
Article rédigé par Alexandre Lachaut (Webcastory)
Un nouveau marché : l'advertainment, qui est un mot anglais formé par la concaténation de « advertising » (publicité) et « entertainment » (divertissement). Il désigne une technique de promotion commerciale associant un message publicitaire à un moment de détente. Cela regroupe notamment les associations jeux / publicité ou les animations publicitaires à but ludique (source : wikipedia).
Pour Olivier l’advertainment n’est pas un eldorado mais simplement une autre façon de faire de la communication. Il s’agit de savoir comment faire de la promotion autour de son contenu.
Marathon se positionne un peu différemment d’une agence classique car en tant que société de production, il s’agit pour eux de savoir comment faire du contenu puis d’en faire la promotion.
Face à l’engouement des marques pour l’advertainment, je ne suis pas sur que l’on puisse dire qu’il ne s’agit pas d’une sorte d’eldorado. Avec la consommation croissante d’internet (et le déclin auprès des plus jeunes de la télévision), les marques se trouvent confronter à un nouvel enjeu : comment faire de la publicité pour leurs produits sur un support comme le web, où l’internaute ne subit plus ce qu’il regarde (contrairement à la télévision) ? L’idée des pros de la com' a été d’utiliser ce qui fait la force d’internet : son interactivité. De plus en plus de films publicitaires mettent à contribution l’internaute consommateur, ce qui a deux conséquences positives (si le film ou l’animation est bien faite : un meilleur taux de mémorisation du produit et une notion de plaisir associée au produit).
On constate d’ailleurs que les marques commencent à proposer des applications sur iphone (ex Nestlé avec devenirmaman) afin d’être plus proche de sa cible. Tout en se mettant en retrait (pas de ventes push de Nestlé sur l’application), la marque crée une vraie relation avec le mobinaute. Or la fidélité à une marque commence par une relation établie avec la marque et ses consommateurs. Quand je vous disais qu’ils étaient malins les marketeux.
Olivier MISSIR, Directeur Général adjoint de Marathon Digital, évoque l'advertainment du point de vue des marques.
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