In a digital ecosystem with a plethora of technological offerings, the role of specialized media has undergone a profound transformation. It’s no longer just a matter of relaying news or deciphering innovation, but of accompanying readers all the way to the end of their purchasing journey. The media then becomes a trusted third party, capable of transforming a curiosity for “tech” into a reasoned and satisfying purchase.
Today, we explore this strategic transition with Clément Grandjean, head of affiliation and partnerships at Humanoïd. By reconciling journalistic requirements with performance models, publishers are redefining the value of their audience. This hybrid approach, in which editorial content serves as a catalyst for sales, is perfectly in line with the logic of content commerce. If you’d like to explore how this strategy can be applied to a range of KPIs, from awareness to conversion, we invite you to take a look at our dossier: Content commerce : tous les objectifs sont permis.
Through this exchange, discover how information on innovation becomes a powerful lever of support, creating a virtuous circle between readers, publishers and brands. Essential reading for understanding the mechanics of modern prescribing.
Can you tell us about your company and its services?
Humanoid is a forward-looking subsidiary of the EBRA group. It publishes Frandroid (since 2008), Numerama (since 2015) and Madmoizelle (since 2020) and owns the creative agency Humanoid xp. Our media are propelled by one ambition: to be leaders in their category. These three benchmarks are driven by innovative editorial, technical and sales teams, who design tomorrow’s media in the heart of Paris and working from home across France.
How would you define your role in the conversion/loyalty chain?
Since 2008, Frandroid has had one mission: to inform readers about innovation and support them before, during and after the purchase of a technological product. This ideal is the common thread running through our entire editorial offering, from information to services. Frandroid has at the heart of its DNA a precise and expert follow-up of the latest technology news, responding to a readership for whom breaking news counts as much as the developments of journalists to help understand the world of new technologies. Frandroid is a place where tests, hands-on tests and in-depth comparisons are carried out with the aim of answering a single question: “Will this product meet my needs?
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
To develop its digital presence, Certideal entrusted Humanoid with the creation of a sponsored article presenting a product reconditioned by Certideal through a complete hands-on experience. The aim of the article is to highlight the quality of service provided by Certideal, and allows readers to put themselves in the shoes of a potential buyer with the real experience of unpacking a Certideal product. Find out more here: Humanoîd
