{"id":301,"date":"2007-05-12T15:30:22","date_gmt":"2007-05-12T15:30:22","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/05\/12\/ladvertainment-fait-evoluer-les-metiers-de-la-publicite\/"},"modified":"2020-09-18T22:00:38","modified_gmt":"2020-09-18T20:00:38","slug":"advertainment","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/05\/12\/advertainment\/","title":{"rendered":"Comment l’ advertainment fait \u00e9voluer les m\u00e9tiers de la publicit\u00e9"},"content":{"rendered":"

L’ advertainment (m\u00e9lange de publicit\u00e9 et de divertissement) est \u00e0 la mode. Avec\u00a0le d\u00e9veloppement des nouvelles technologies\u00a0les marques\u00a0ont de moins en moins besoin\u00a0des m\u00e9dias traditionnels pour exister. Elles ont d\u00e9sormais les moyens de cr\u00e9er leurs propres\u00a0contenus sur les nouveaux supports de communication (<\/em>Internet<\/a> et t\u00e9l\u00e9phone mobile en particulier)\u00a0pour devenir\u00a0 leur propre m\u00e9dia.<\/em><\/p>\n

Comment l’ advertainment fait \u00e9voluer les m\u00e9tiers de la publicit\u00e9<\/h2>\n
\"Comment<\/a>
Comment l’ advertainment fait \u00e9voluer les m\u00e9tiers de la publicit\u00e9<\/figcaption><\/figure>\n

Aujourd’hui, \u00a0les annonceurs\u00a0ne cherchent plus\u00a0seulement \u00e0 communiquer sur leur produit, \u00a0ils\u00a0veulent\u00a0aussi g\u00e9n\u00e9rer des contenus sp\u00e9cifiques pour le mettre en sc\u00e8ne.<\/p>\n

Advertainment : les marques ont chang\u00e9<\/h3>\n

Les marques\u00a0ne se contentent plus comme\u00a0auparavant d’un consumer magazine ou d’un site web traditionnel .\u00a0Elles ont\u00a0 leur propre cha\u00eene de t\u00e9l\u00e9vision (exemple: \u00ab\u00a0Du cot\u00e9 de chez vous\u00a0\u00bb)\u00a0\u00a0, leurs programmes de divertissement, leurs jeux,\u00a0 leurs documentaires accessibles sur le web ou sur le mobile. Elles parviennent ainsi \u00e0 toucher et s\u00e9duire (\u00e0 des co\u00fbts raisonnables) des cibles jeunes, peu sensibles \u00e0 la publicit\u00e9 classique.<\/p>\n

Cette tendance de fond\u00a0 a donn\u00e9 naisssance \u00e0 une nouvelle forme de communication publicitaire,\u00a0l‘advertainment<\/strong>. Ce\u00a0savant m\u00e9lange de publicit\u00e9 et de divertissement, d\u00e9j\u00e0 tr\u00e8s\u00a0en vogue aux USA\u00a0connait un\u00a0d\u00e9veloppement rapide en France. Le dernier exemple en date est celui de la campagne de Renault, \u00ab\u00a0l’Affaire Twingo\u00a0\u00bb<\/strong><\/em> avec, dans le premier r\u00f4le Laetitia Casta !<\/p>\n

Pour en savoir plus sur l’Advertainment et trouver de nombreux exemples\u00a0sur le sujet, \u00a0lire \u00ab\u00a0<\/strong>Advertainment: quand les marques investissent les contenus audiovisuels<\/strong>\u00ab\u00a0<\/strong><\/p>\n

Comme le souligne Jean Marie Dru dans son dernier livre (\u00ab\u00a0La publicit\u00e9 autrement\u00a0\u00bb) \u00ab\u00a0Aujourd’ui, la marque ne se contente plus de promettre la simple satisfaction des\u00a0besoins existants. Elle produit tout un sous-ensemble culturel<\/em>\u00a0\u00bb .<\/p>\n

Pour r\u00e9pondre \u00e0 cette nouvelle demande des annonceurs, les agences doivent \u00e9voluer et acqu\u00e9rir de nouvelles comp\u00e9tences \u00e9ditoriales: les publicitaires ne sont plus seulement des cr\u00e9atifs , ils\u00a0doivent devenir journalistes, sc\u00e9naristes, inventeurs de jeux de t\u00e9l\u00e9 r\u00e9alit\u00e9 et se doter des moyens n\u00e9c\u00e9ssaires pour produire des contenus audiovisuels et litt\u00e9raires d’un nouveau genre.<\/p>\n

\u00ab\u00a0La Chose \u00ab\u00a0,<\/strong> Agence r\u00e9cemment lanc\u00e9e par Pascal Gr\u00e9goire<\/strong> se revendique \u00ab\u00a0producteur de contenus\u00a0\u00bb tandis que les structures plus traditionnelles vont chercher \u00e0 l’ext\u00e9rieur, par le biais d’acquisitions et de fusions\u00a0, le nouveau savoir faire qu’elles n’ont pas en interne. C’est le sens des rapprochements de TBWA<\/strong><\/a> et Textuel<\/strong>, au sein de BDDP unlimited<\/strong> ou du rachat de Digitas<\/strong> par Publicis.<\/strong><\/p>\n

\u00a0\u00bb Les g\u00e9n\u00e9rations passent, et les audiences changent. La g\u00e9n\u00e9ration Internet a d\u00e9cod\u00e9 toutes les\u00a0facettes de la publicit\u00e9\u00a0\u00bb<\/em> \u00a0\u00bb cf: J.M. Dru)<\/strong>\u00a0. Une nouvelle \u00e9criture et un nouveau \u00a0langage publicitaires font\u00a0leur apparition.<\/p>\n

\u00a0C’est plut\u00f4t une bonne nouvelle!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

L’ advertainment (m\u00e9lange de publicit\u00e9 et de divertissement) est \u00e0 la mode. Avec\u00a0le d\u00e9veloppement des nouvelles technologies\u00a0les marques\u00a0ont de moins en moins besoin\u00a0des m\u00e9dias traditionnels pour exister. Elles ont d\u00e9sormais les moyens de cr\u00e9er leurs propres\u00a0contenus sur les nouveaux supports de communication (Internet et t\u00e9l\u00e9phone mobile en particulier)\u00a0pour devenir\u00a0 leur propre m\u00e9dia. Comment l’ advertainment …<\/p>\n","protected":false},"author":17,"featured_media":57022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nComment l' advertainment fait \u00e9voluer les m\u00e9tiers de la publicit\u00e9<\/title>\n<meta name=\"description\" content=\"L' advertainment (m\u00e9lange de publicit\u00e9 et de divertissement) est \u00e0 la mode. 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