Aimed at start-ups in the Martech market (adtech, insight & data, content, production, communication, influence strategy, consumer care, retail, etc.) and supported by the Figaro Group, Start-up your brand is a unique acceleration program that aims to identify start-ups that best meet the digital transformation needs of brands and to facilitate opportunities for meetings between the two.
For nearly six months, five to six start-ups benefit from support1 from the Union des marques team, its partner Neva.associés and advertisers who take part in the mentoring game. This support is based on 4 complementary pillars:
- Marketing: adjust your offer and optimize your speech to the real needs of brands,
- Legal and ethical: understanding the regulatory framework of the marketing-advertising market and the expectations of advertisers in terms of legal and ethics,
- Networking: get in touch with the network of experts and members of the Union des marques by participating in its events and those of the association's partners,
- Visibility: pitch in front of the members of the Union des marques, benefit from the association's support in its customer events and optimize its omnichannel communication.
Start-ups wishing to join this new promotion will have to apply to a jury composed mainly of advertisers on the basis of three criteria:
- Be recommended by a leading brand that has successfully tested the solution and agrees to provide feedback to the members of the Union des marques,
- Provide an innovative and operational marketing solution for brands, illustrated through one or more cases,
- To offer a solution that is promising for the future of the market and in accordance with the main principles and values advocated by the Union of Trademarks.
The next call for applications is open until February 8, 2024. Participate in the call for applications.
1. The participation fee for the programme is 7000 euros per start-up.
Jean-Luc Chetrit, Chief Executive Officer, Union des marques
The point of view of Jean-Luc Chetrit, Director General of the Union des marques
"The digital transformation of brands involves identifying the most reliable partners and the most innovative responses. We have imagined Start-up your brand so that brands can rely on truly relevant solutions in the fields of adtech/martech that will allow them to address their audience in a secure and responsible universe."
Who are the five Martech start-ups being accelerated by the Union des Marques?
Gadsme is an advertising agency specializing in non-intrusive formats in video games. These formats - display, video or audio - are integrated into the 3D scenes of games and can take the form of billboards, objects, logos, clothing, etc. They do not interrupt the games and are therefore very well accepted. With 53% of French people playing at least once a week, gaming is definitely a new medium for brands. (Source: l'Essentiel du Jeu vidéo March 1 – 2023 French market report – published by the SELL (Syndicat des éditeurs de logiciels de loisirs))
Seiki is a Mobility intelligence solution to decipher the mobility of target audiences across time and space. Whether it is to predict movements in order to adjust a communication strategy, for a real-time evaluation of advertising impacts, or for the optimization of a network of points of sale, Seiki is a strategic partner for an in-depth understanding of consumer behavior.
Sixtine is a creative content factory, i.e. an outsourced production solution dedicated to all of brands' digital content. Hybrid, agile, responsive and 100% integrated, Sixtine responds to all content issues on all types of formats.
Sugi Research is dedicated to circularity and the transformation of the Insights business and offers its clients a method to better produce, use and communicate its knowledge. In this context, it is developing AI (Artificial Intelligence) tools to accelerate this transformation and make it accessible. In particular, Sugi Research has designed the Sugiscope, an AI knowledge management tool capable of collecting qualified information quickly and becoming the sourced conversational tool for Studies.
Founded by Orange, Vodafone, Telefonica and Deutsch Telekom, Utiq is the European alliance of Telco operators that will revolutionize the digital advertising market. Through its Authentic Consent approach, Utiq offers a powerful, transparent and user-friendly unique identifier solution, which makes it possible to meet the major challenges of the market such as the protection of personal data and the disappearance of third-party cookies. Powered by Telcos, the solution represents a serious alternative to the big platforms.
Start-ups from the Union of Brands give their expert opinion
Start-ups will be given the floor on four topics related to their expertise: Artificial Intelligence at the service of knowledge, content creation, the presence of brands in video games and the implications of the end of third-party cookies for brands.
- Artificial Intelligence (AI), a lever for efficiency for brands by Seiki and Sugi Research
SEIKI & SUGI-RESEARCH Union of Trademarks
Knowledge management, at the heart of companies' strategic challenges, is undergoing a metamorphosis with the advent of Artificial Intelligence (AI), which is revolutionizing business decision-making by facilitating access to quality knowledge. Two major advances stand out: generative AI and Mobility intelligence, which pave the way for new solutions.
With the widespread use of AI and generative AI, the processing of knowledge and thousands of data is increased tenfold and goes far beyond the simple optimization of tasks. But how do you have access to reliable knowledge and verified data to create new insights? That's what we're talking about right now.
To convey information in a more relevant way and make the right decisions, you need access to reliable, secure and sourced knowledge, whether it is available on the web or as a business owner. In other words: how can we harness the power of AI for strategic and verified knowledge? This is what Sugi-research offers, which has been inspired by the best practices of academic research to revolutionize knowledge management in companies by providing quality external sources and facilitating access to internal resources in a secure way.
For its part, the monitoring of the flow of people offers brands a decision-making aid on subjects as varied as the implementation of points of sale, the optimization and measurement of an outdoor communication plan. Indeed, thanks to the monitoring of population segments and the prediction of trends, it is possible to choose with great precision the location of a point of sale or distribution in order to maximize the volume of potential customers, or even the display network most favorable to quality exhibitions. This Mobility Intelligence, as Seiki calls it, reinforces the effectiveness of brands in a context where customer reputation and seduction are crucial and where understanding the real mobility of consumers has become an imperative. "With our algorithms, every decision is supported by actionable insights, saving decision-makers a lot of time." says Jaafar Elalamy of Seiki.
Implicit in this is the importance of digital sobriety in a world overwhelmed by data. However, sorting, discarding and exploiting is becoming accessible thanks to the widespread use of AI. For Clémentine de Beaupuy of Sugi-Research, this technological revolution has finally made it possible to achieve this goal: "By processing 50GB of data in one afternoon, we are demonstrating the transformative power of AI in knowledge management", thus giving back control of this exponential knowledge to companies.
- Content Creation: The New Challenges for Brands by Sixtine
SIXTINE Union of Trademarks
Video content, films, brand content, snack content... The proliferation of formats poses new challenges that brands must address.
Among the new trends observed, the hybridization of formats is emerging as a real "game changer". Social platforms, content commerce, web series, retail media, podcasts... This is the principle of multi-distributed content: there are now as many ways to address your audience as there are distribution channels. Added to this is the need for brands to produce ever faster, more responsibly, without forgetting of course the economic logic! Content creation has never been so complex (and exciting) at a time when worlds are intersecting and decompartmentalizing creative verticals, while brands are reinventing themselves to better capture viewers.
A new production model seems to provide essential keys to understanding these issues: the content factory. The idea is to set up an integrated, multi-format manufacturing chain model, whether in-house or outsourced. At Sixtine, for example, the content is designed through a more global vision. The stories we tell are deployed in different formats that will be able to live together and enrich each other. This way of doing things allows us to adapt to the audience by offering them the possibility to choose the formats that suit them best.
But beyond the tools and supports, it is the very substance of the brand discourse that evolves with the notion of "brand entertainment". This requires us to abandon traditional advertising messages to tell a story, through entertaining, emotional, documentary content, etc. Brands see this as an opportunity to move away from traditional formats to offer more original, useful and aspirational content.
Last but not least: Artificial Intelligence. Yes, it is redefining the contours of content creation and creative professions, but Sixtine prefers to think of it in an optimistic way. Remember the Internet: many thought that its arrival would spell the end of certain professions. Finally, digital transformation has been an accelerator of creativity and growth. The same is true for AI. In the future, it will be a good medium to continue telling stories, provided that it is used well and not subjected to it.
Despite the upheaval in methods, means and channels, only one battle remains: that of the audience. How do you capture the viewer's attention in the age of compulsive scrolling and information overload? It's a tall order for brands, but thanks to its holistic approach, the content factory can effectively reach an increasingly volatile viewer.
- French advertisers invest in video games by Gadsme
GADSME Union of Trademarks
The video game industry is establishing itself as a prime terrain for advertisers, with a massive audience of players to conquer. By displaying their advertising messages directly in the game worlds, brands are integrated into the gameplay and reach their consumers in a moment of entertainment.
While the presence of major brands in this environment is becoming more and more frequent, all French advertisers, including smaller ones, are also managing to show their ability to innovate and take advantage of this new medium.
Brands have a lot of opportunities to showcase themselves in the gaming world. Here are 3 examples:
In-Game Integration: Brands at One with Gaming
In-game integration is one of the most prominent and effective marketing trends in video games. We find the presence of brands in different forms: billboards, sponsorship of a sports field, video, clothing of the characters, etc.
A striking example of this immersive approach is that of the publishing house JC Lattès, which for the launch of a new bestseller targeted a general audience composed of women and men between 25 and 50 years old through a multitude of video games that are affinity and compatible with the publisher's values. In partnership with Gadsme, a company specialising in advertising formats integrated into games, JC Lattès was able to create a strong link with its core target audience by offering a unique brand experience among dozens of games, including those such as Adventure, Sport and racing, Simulation, Puzzle and platform games.
Streamers and Influencers: The Power of Influencer Marketing
Video game streamers and influencers have become a force in their own right in video game marketing. These personalities attract millions of viewers on platforms such as Twitch and YouTube, providing advertisers with direct access to a captivated audience.
For example, Caisse des Dépôts, eager to establish a link with a younger audience, launched a show on the Twitch platform to strengthen its reputation among them.
Online Events and Tournaments: Marketing Platforms
Online events and video game tournaments also attract a global and highly affinity audience, making them excellent marketing opportunities. Brands sponsor these events to reach an audience of gamers.
For example, every year, Riot, the creator of "League of Legends", sets up national and world esports championships that constantly gather millions of spectators, even attracting the interest of non-endemic brands, such as La Banque Postale.
Gaming is a powerful medium, it allows you to reach an available and engaged audience. Faced with the economic challenges expected for the year 2024 and the desire of advertisers to stand out to reach their consumers, gaming has become a medium in its own right and a reflex among advertisers who are now adding it to their marketing thinking.
- 3 keys to a more responsible and respectful digital marketing by Utiq
UTIQ Union of Trademarks
Digital marketing is coming to the end of a cycle, with the end of third-party cookies. This disruption reflects a difficulty in our industry to effectively manage privacy issues, leading to a loss of user trust and collapsing consent rates. Today, according to figures shared by the CNIL in May 2023, the refusal rate has increased from 32% to 39% between 2020 and 2022 and the downward trend continues.
However, the value of digital marketing is undeniable: it is a high value-added sector, with more than 6% of turnover invested in Research and Development (R&D) by Martech & Adtech companies, i.e. 6 times more than the average of the economy according to a study by the Digital Alliance. The same study estimated that the sector would employ 30,000 people in 2021, 40% of which were highly qualified. To preserve this value, it is crucial to rebuild trust by offering new approaches where the user takes back control of their choices.
To bring about this paradigm shift, 3 rules should be adopted:
Making privacy an asset for brands
- Companies that value and preserve data privacy earn the trust of consumers, resulting in increased loyalty,
- Consumers want one-on-one experiences without sacrificing the security of personal information. The demand for personalized content is a challenge. It's about making more and more use of data while ensuring that it's protected.
Focusing on transparency
- Obtaining unambiguous, informed, and conscious consent assumes that consumers understand what they are agreeing to and helps limit dark pattern practices that involve using cognitive biases to obtain consent.
- This transparency is essential to restore trust that has been damaged for too long by the opacity of certain practices in the use of data.
Putting the power back in the hands of the user
- Giving users control means that they can decide how their data is used, but also give them the ability to revoke their consent at any time and, above all, easily.
This triptych – privacy, transparency, control – is the key to the success of companies that succeed in triggering a new, more virtuous and responsible cycle. However, the subject remains technically complex and Adtechs must also take it up. This is the case of Utiq, a digital identifier backed by telephone operators. With its Consenthub tool, Utiq provides companies with a way to install this triptych: a portal where users can consult at any time and in the same place the list of sites for which they have given consent and where they can withdraw it in 1 click.
Together, let's make sure it's not too late!