{"id":14589,"date":"2023-09-19T08:00:00","date_gmt":"2023-09-19T06:00:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14589"},"modified":"2023-09-19T15:06:42","modified_gmt":"2023-09-19T13:06:42","slug":"groupm-back-to-news","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/groupm-back-to-news\/","title":{"rendered":"GroupM\u00a0: Back to News la r\u00e9ponse aux fake news"},"content":{"rendered":"
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Emmanuelle Schaedele, Head of GroupM Publishing and Responsible Investment, discute avec Keyade de Back to News, une offre GroupM d\u00e9di\u00e9e \u00e0 l’information responsable et contr\u00f4l\u00e9e, mont\u00e9e avec Olivier Baconnet, Chief Investment Officer chez GroupM.<\/strong><\/p>\n\n\n\n

Keyade : Commen\u00e7ons par le commencement : qu’est-ce que Back to News ?<\/h2>\n\n\n\n

Emmanuelle: Back to News permettra aux marques de soutenir un journalisme ind\u00e9pendant et de qualit\u00e9 en r\u00e9investissant des budgets aupr\u00e8s des \u00e9diteurs. Cette offre est d\u00e9di\u00e9e \u00e0 l’information responsable sur les sites et les titres d\u2019information : actualit\u00e9s, politique, sociales, soci\u00e9tales\u2026<\/p>\n\n\n\n

Avec Olivier Baconnet, il nous a sembl\u00e9 essentiel de b\u00e2tir cette offre pour r\u00e9pondre \u00e0 deux enjeux. Le premier est d\u00e9mocratique. Le journalisme se doit d\u2019\u00eatre bas\u00e9 sur des faits, permettant de partager des informations fond\u00e9es et cr\u00e9dibles. Nombreux sont les acteurs ayant les moyens et la puissance de transformer les canaux d’information en arme de d\u00e9sinformation. La chute vertigineuse des investissements publicitaires sur le m\u00e9dia Presse, alors qu\u2019ils sont en croissance permanente sur d\u2019autres leviers, participe \u00e0 la baisse du financement du journalisme responsable sur les marques Presse. Ce qui est totalement paradoxal face l\u2019envol\u00e9e des fake news, notamment sur le digital.<\/p>\n\n\n\n

Ensuite, nous devons garantir \u00e0 nos clients la diffusion de leurs annonces dans un environnement contr\u00f4l\u00e9, dont l\u2019information est juste et certifi\u00e9e. L\u2019offre est renforc\u00e9e par une analyse s\u00e9mantique garantissant la Brand Safety. L\u2019Ad Verification vient renforcer notre proposition de valeur Back to news.<\/p>\n\n\n\n

Le point de d\u00e9part de cette offre repose sur une offre en programmatique avec un deal de curation op\u00e9r\u00e9 par Equativ (NDLR : soci\u00e9t\u00e9 fran\u00e7aise qui fournit des solutions technologiques de gestion de la publicit\u00e9 en ligne). Elle recense 250 sites de presse quotidienne nationale, r\u00e9gionale, hebdomadaire r\u00e9gionale, etc. Cela va du Figaro<\/em> \u00e0 La Montagne<\/em> ! Nous diffusons en trois formats : display, native et vid\u00e9o. Back to News propose un second volet presse avec 15 titres papier, comme Le Monde<\/em> ou Les \u00c9chos<\/em>.<\/p>\n\n\n\n

Quels ont \u00e9t\u00e9 les premiers retours ?<\/h2>\n\n\n\n

Les \u00e9diteurs sont enchant\u00e9s de constater que notre groupe traite ce sujet. Nous avons eu des \u00e9changes avec les r\u00e9gies concern\u00e9es par l\u2019offre. Des clients, dont certains ne faisaient pas de presse, nous ont approch\u00e9s. Il y a une v\u00e9ritable app\u00e9tence de la part des acteurs du march\u00e9. Et ce n\u2019est que le d\u00e9but.  <\/p>\n\n\n\n

\n

\u00ab Si nous annoncions 10 % d\u2019investissement solidaire, nous serions dans du RSE washing. \u00bb<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Vous \u00eates-vous donn\u00e9 un quota d\u2019investissement solidaire \u00e0 r\u00e9aliser ?<\/h2>\n\n\n\n

Surtout pas ! Je crois fonci\u00e8rement \u00e0 la notion de partenaires entre le groupe WPP\/GroupM, les annonceurs et les \u00e9diteurs. Si nous annoncions 10 % d\u2019investissements solidaires, nous serions dans du \u00ab RSE Washing \u00bb, ce serait un effet d\u2019annonce. Or, ce n\u2019est vraiment pas ce que nous souhaitons faire. Nous montons des offres concr\u00e8tes, qui ont du sens. L\u2019industrie de la publicit\u00e9 a un r\u00f4le \u00e0 jouer sur les grands enjeux soci\u00e9taux.<\/p>\n\n\n\n

Et \u00e0 titre personnel, pourquoi est-ce que cette cause te tient tant \u00e0 c\u0153ur ?<\/h2>\n\n\n\n

\u00c0 titre professionnel, je consid\u00e8re ces sujets extr\u00eamement importants, fondateurs et pr\u00e9cieux pour l\u2019avenir. Avec mon \u00e9quipe, nous participons volontiers \u00e0 la mise en place des campagnes pro bono <\/em>op\u00e9r\u00e9es par le groupe,comme pour Imagine for Margo, Petit Prince, Vision du monde\u2026<\/p>\n\n\n\n

\u00c0 titre personnel, j\u2019ai tendance \u00e0 croire que nous pouvons faire \u00e9voluer le monde \u00e0 notre \u00e9chelle, aider si on peut\u2026 Nous venons de sortir, avec mon amie d\u2019enfance Val\u00e9rie, une collection de livres pour enfants, \u00ab\u00a0Je voudrais te dire\u00a0\u00bb. Nous aborderons des sujets difficiles pour ouvrir le dialogue avec les plus jeunes. Une partie des b\u00e9n\u00e9fices du num\u00e9ro un Les Mots de maman face au cancer<\/em> sera revers\u00e9e \u00e0 l\u2019association Tout le monde contre cancer<\/em>.<\/p>\n\n\n\n

\u00c0 titre personnel comme \u00e0 titre professionnel avec WPP\/GroupM, je suis convaincue que nous pouvons tous nous engager, \u00e0 notre humble \u00e9chelle.<\/p>\n\n\n\n

Et pour la suite ?<\/h2>\n\n\n\n

Nous ne nous interdisons pas d\u2019ouvrir Back to News \u00e0 d\u2019autres m\u00e9dias. Je reviendrai en parler quand ce sera plus concret. \ud83e\udd2b<\/p>\n\n\n\n

Et bien s\u00fbr nous serons l\u00e0 pour en parler<\/em>. <\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e9couvrez Back to News, l’initiative de GroupM pour soutenir un journalisme responsable et contr\u00f4l\u00e9 face aux fake news. Emmanuelle Schaedele en discute avec Keyade.<\/p>\n","protected":false},"author":1,"featured_media":14593,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nGroupM : Back to News, la r\u00e9ponse innovante aux fake news - Keyade<\/title>\n<meta name=\"description\" content=\"Comment GroupM r\u00e9pond aux fake news ? 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