FRANCETV PUBLICITÉ PLACES ITS PARTNERS AT THE HEART OF INNOVATION WITH ADRESSABLE TV

Articles
November 24, 2020

adressable•tv : FranceTV Publicité launches addressable TV in France

In the words of our partners:

“Thanks to addressable TV, we will be able to use an emotion-triggering medium - television - to send our message to the right people at the right time. It’s better for us and also for consumers, who will receive information that interests them. For example, as the leading supplier of natural gas in France, we will be able to advertise our ‘green gas’ options in regions where customers most often heat with natural gas.”Par exemple, en tant que 1er fournisseur de gaz naturel en France, nous pourrons communiquer sur nos options « gaz vert », dans les zones où les clients se chauffent davantage avec du gaz naturel."

“We believe addressable TV will allow for more precise targeting on this highly popular mass medium; our advertising to consumers will be more relevant, and we will be able to offer a personal experience. As is the case with digital advertising, we will be able to test more scenarios based on our targets, the different regions and the pathology in question. For Sanofi, this is a new and very exciting way to use television.”

“Behind the various somewhat "abstract" terms such as targeted advertising, addressable advertising, and so on, lies a very tangible reality. It is all about capitalizing on the amazing immediacy of TV, coupled with the ability to precisely target and adapt digital creations. Put simply, it is the best of both worlds. This may very well prove to be the first step on the road towards programmatic TV buying, and then we will really be able to talk about convergence! We have been in the test phase for some time now and while initial results are promising, it is important to remember that scope of access remains limited and is restricted by various factors (legal, inventory, household penetration, etc.). However, it should not be long before the last few obstacles are lifted (we certainly hope so!) and the offering becomes exhaustive. The ability to address and, above all, adapt advertising messages to each TV target audience, should enable us to improve short and medium-term performance even further. TV is a remarkable medium and the ultimate goal is purchasing management and broadcasting optimization directly via platforms. This is known as programmatic marketing, and will serve as an additional guarantee of performance for our advertisers.”

“A long-awaited and truly promising innovation for 2020, addressable TV is a remarkable advance resulting from the digitalization of television program consumption. This solid partnership between France TV Publicité and Orange provides us with access to geographic and sociodemographic targeting and digital usage data, so we can adjust our ads and reinforce our targeting with greater precision. This will ultimately optimize the performance of Citroën’s advertising campaigns. Trail-blazing, technological and self-evident!”

“Addressable television advertising is happening at just the right time, providing us with economic rationality and the effective targeting brands need, in an environment where their communication is increasingly crucial for their future.”

“At dentsu, we believe that advertising must be more relevant. Personalized advertising better respects the choices and also the tastes of consumers, and mitigates an impression of mass advertising, which is often perceived as negative. For this reason, addressable TV must become an additional tool to allow our clients to better target their communication, as well as a lever to improve user experience via the personalization of adverts at a household level. It will be an ideal addition to the national media offering used extensively by our advertisers today.”

“Addressable TV advertising is a true turning point for television, the leading medium in terms of its power and ability to build brands. And from now on it will be on equal standing with precision media: geolocalization, data and new automated purchasing methods will turn it into the key medium for our clients.”

“EDF is a somewhat distinctive brand: a large portion of the French population are customers. Yet, it is very difficult to reach the small proportion who may change energy suppliers or ask for a related service. Addressable TV has the potential to combine the strengths of TV media and precise targeting. We have adopted this solution for IZI by EDF: a local service brand, which, until now, did not have access to the national medium television represents. Addressable TV will now allow us to target multi-locally and therefore support the development of our home-service brand’s recognition/business. We hope we will be able to benefit from the development of addressable TV in the future to communicate with precise targets (families, young professionals, etc.) by adapting our marketing messages to their specific needs.”

“The digital transformation of television as a medium is a fabulous opportunity for brands to optimize their media planning based on new opportunities - data intelligence and targeted advertising - within a context of brand safety and convenient broadcasting, which television enables. While addressable TV meets many expectations, there are still solutions to be found for challenges such as audience measuring and monitoring to properly integrate this new type of audience. The coming months will provide key and decisive information. Publicis will be able to provide support to each advertiser in line with their investment objectives for this new performance lever.”

“Addressable TV is one of this decade’s major media innovations and a significant breakthrough. We are delighted to be able to participate in this new adventure and start to gain experience with France TV/Orange’s pilot project. By more precisely targeting our TV ad campaigns, our communications with prospects/clients will become more relevant. Being able to leverage projects such as the personalization of our TV ads will have a positive impact on the group’s business.”

Join the addressable TV innovation and come test new opportunities

The pilot project phase for your advertising campaigns extended through January-February

Three types of targeting available: geolocalization (region, department, post code, etc.), household composition (single, family with children, large family, etc.) or small/medium/big TV consumers

And always using digital standards: CPM sales, impressions and completion reporting, capping.