Pourquoi les agences de pub ne doivent surtout pas imiter Buzzfeed

Après 10 années d’existence dynamique, les fermes à contenus sont devenues les coqueluches du marché des médias qui peine à prendre le virage des internets.

A tel point que ces boites initialement créées pour faire de la curation (aka. soit voler des articles et les réécrire en les calibrant pour les réseaux sociaux ou innonder le web d’articles écrit en fonction des requêtes SEO) se targuent d’être de véritables médias (Buzzfeed ou HuffPo possèdent par exemples des rubriques politiques), monétisant grassement leur audience et produisant du contenu en interne pour leurs annonceurs.

Pour le marché, Buzzfeed est la pierre philosophale qu’on attendait. L’équation du succès : sacrifier la qualité éditoriale au profit d’articles qui buzzent + faire payer les annonceurs pour les aider à maitriser cette nouvelle écriture. Comme le raconte cet article d’Avertising Week :

CNN, AOL and Snapchat have joined The New York Times, The Wall Street Journal and other publishers in starting up their own in-house studios.

Alors que ces entreprises tirent leur épingle du jeu dans cette ruée vers l’or de la création de contenu déclinée par l’infinité de plateforme disponible, ce n’est de mon point de vue pas le modèle à copier pour une agence de pub.

Même si l’article d’Adweek fait état d’une petite agence cherchant à imiter ce modèle en ayant lancé une chaine Youtube consacrée à la musique, les agences de pub n’ont jamais été un média, n’ont pas la culture de l’audience, ne savent monétiser de l’attention mais des honoraires et de la production.

Que nous nous inspirions de la grammaire des fermes à contenus pour “être dans le coup” apparait évident tant cette rhétorique fait aujourd’hui consensus.

Mais que nous nous abaissions à imiter ces méthodes de production bon marché qui n’ont aucune vision à long terme pour les marques, c’est trahir notre expertise et nous mettre en danger au coeur d’une spirale déflationniste. Upworty l’a d’ailleurs bien compris.

10 things I didn’t know last week #206

1. In the 1800s, a man was convicted of murdering his wife because her ghost “visited” her mother and accused him. The ghost’s “testimony” was used in court to show the jury that the mother was crazy, but she was so convincing they found him guilty.

2. There’re hundreds of different card’s suits. Thanks Thomas B.

3. What do dictators like to eat.

4. People who grew up without colour television have different dreams. In the 1940s, 75% of Americans claimed they “rarely” or “never” dreamed in colour.


5. In the mid-19th century, inventors began experimenting microphotographs. It was all the rage to insert tiny photos into everyday objects.

6. There’s actually seven North Pole.

catopia dogistan

7. If all the world’s cats and dogs made their own countries.

8. The average AOL Dial-up customer has been paying for 14 years. Thanks Thomas D

9. The Vagina word historically used to describe a sword sheath. Thanks Clodie.

Bonus: watch the weird vagina popularity during history.

10. Xmas and Christmas are equivalent in every way. The “X” is indicating the Greek letter “Chi”, meaning “Christ”.

A few signs showing that the advertising agency of the future won’t probably be an advertising agency

Prey for the Content Lord
Let’s all prey for the Content Lord

For those considering advertising as a coffin business, do not forget that even funeral homes can innovate.

Here are a couple of signs (coming from the deck below, slide 41) shaping the future of our jobs:

  • OMD launching Final Front, aka. an entertainment fair where advertisers met content producer to collaborate.
  • VICE acquiring Carrot Creative: a company specialized at distributing content within new medias
  • Droga5 partnering with WME (one of the biggest talent house on Earth) to create new kind of entertainment and contents
  • Poptent producing a Budweiser spot during the World series (a crowdsourced platform for videasts)
  • Complex Media (an advertising network dedicated to 20 something dudes) powering pepsi.com through a platform supporting emerging artists.

The future’s bright yeah, but who knows who’s gonna get the biggest slice of pie?

Empty Pocket #9 : week 17



Kind of gem i’m crazy about. Ordinary life hacks powered by users. What a pitch. What can I learn right now or later in just 10 minutes of time-space continuum, that could or may or might possibly be useful for the rest of the remainder of my life?

Crazy story. Stoopid. Made in Compliance. When ‘Liking’ a Brand Online Voids the Right to Sue

For the pleasure of rocking the Piketty’s boat. The Most Important Book Ever Is All Wrong. Here is positive critic: Capitalism simply isn’t working and here are the reasons why

A few nice tips for people looking for raising big dought. Invest Like an Expert. My Secret Investment Strategy

For you who bravely went for anthropology during University. Your silver lining. Here’s Why Companies Are Desperate To Hire Anthropologists

Why it helps to come from a socially privileged social background? Lawrence Lessig learns there are no laws on his son’s Minecraft server

That’s a surprise. Nike fired all the dev team working for Fuelband. True fans beleive Nike is cooking up something with Apple. Wait and see. And stop running please. Nike and The Future of the Fuelband

Have you met AOL’s Shingy? I Know I Look Weird But I Like It’: Meet Shingy, AOL’s Dumped On Digital Prophet