Brut.se strengthens its studies and accelerates its AI – Media

The media with 15 billion views in 2023 (+25% VS 2022) which announces to be profitable in 2024 accelerates its development and diversification. Brut., 100% video French online media founded in 2016 by Renaud Le Van Kim, Guillaume Lacroix and Laurent Lucas is the undisputed leader among under 35s on social networks. Its trust index among this target reaches 88% and its formats adapted to uses appeal to an audience keen on innovation. Brut.brings together a global community of 71 billion subscribers (including 31.2 billion on Facebook and 12.7 billion on TikTok). Its affinity with its audience is its strength and attracts advertisers seeking visibility and notoriety with this target.

Brut.Pub, a successful format

Launched in September 2023, the Brut.Pub format, which is growing strongly, reflects the popularity of the media among young people. “Brut.Pub is the natural complement to TV campaigns with a contribution of 4 to 8 additional coverage points compared to the power of TV on the target of 24-49 year-olds. We have also included the format in our media plans. Around fifty advertisers have already signed campaigns since the launch,” explains Marianne Siproudhis, CEO of FranceTV Publicité. This advertising offer (30 seconds with voiceover and subtitles), whose CA has doubled in one year, completes a historic device of the media dedicated to advertisers, in the form of more “classic” brand content which is defined by the meeting of the editorial line of Brut. with the advertising expression of the brand. “This novelty transforms brand assets for social platforms and enables performance on social networks by benefiting from the expertise and power of the media. This generates more consideration and memorization for the brand in the battle for attention,” explains Guillaume Lacroix, CEO of Brut.

Opinion studies

Another axis of diversification, acceleration of opinion analyses to survey the under-35 community through the exploitation of rich and massive behavioral data (50,000 videos produced since 2016). The cell “Brut Insiders” (launched over a year ago) offers to co-construct ad hoc studies with its partners in addition to the five studies expected each year.. The next one, based on a panel of 2000 young people, to be published next October, has the theme “The corporate brand”. “This analysis of the Brut community allows us to have very precise insights on this generation to guide the decisions of our partners. We carry the voice of the youngest “, specifies Adrien Torrès, Director of Strategy at Brut.

Launch of Brut.R&D

The media launches its own innovation studio (about ten people) who will exploit the possibilities offered by AI. Various tools are created internally, including technology for producing content with automatic and instant translation in multiple languages (lip sync) but also to generate images. “There will be no AI without human intervention and every time we use it, it is specified. This transparency is enshrined in the trust contract with our audience “, specifies Guillaume Lacroix. The media had launched a conclusive experiment on Fortnite, three years ago during the Cannes Film Festival with an offbeat treatment of the event. Brut. has just signed a new partnership for the next three years to cover the Cannes event.