What if you advertised on france.tv?
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In June, FranceTV Publicité launched an advertising campaign produced by Altmann+Partners. Aimed at market professionals, it breaks with industry standards.

Starting in early June, and for around ten days, FranceTV Publicité is launching a campaign to promote its france.tv platform, “the beating heart of our content offering, towards which all our linear channels and all our program genres converge,” summarizes Marianne Siproudhis, Managing Director of FranceTV Publicité. “It has been a resounding success in terms of audience numbers since the beginning of the year, with over 39 million unique visitors in May, far ahead of our BVOD counterparts. The total video offering is a defining element of our brand and highlights what we offer our advertising partners: increased visibility overall, striking power, and increased advertising attention thanks to our mastery of our formats.”

To make this known, FranceTV Publicité and its agency, Altmann+Partners, have chosen to break with the advertising industry’s conventions, which are often austere and (too) rich in figures. “Any good professional, whether a media agency, advertising agency, or advertiser, already has the figures,” says Olivier Altmann, CEO of Altmann+Partners. “The challenge is rather to find how to embody image leadership in a complicated context, where the overabundance of advertising has become counterproductive. We have reached a phase of maturity where we know that it’s not enough for your spot to be effective.” Hence the need for a rewarding, brand-safe context, where screens aren’t long tunnels from which you emerge having learned nothing. This is what France Télévisions is offering through smaller and fewer spaces—advertising screens and sponsorships—to better promote the brands that invest in them.

Hence, also, the refreshing creative choice proposed by the agency for the campaign, whose three visuals, without overlooking some telling figures on france.tv, perfectly play on the complementarity between the (blurred) image and the written word. By emphasizing that too much advertising is harmful to advertising, information that few advertising agencies dare to leverage, the agency makes the france.tv proposition a no-brainer for brands. “The new efficiency for advertisers no longer comes down to the number of GRPs purchased, but to what was viewed and appreciated,” continues Olivier Altmann. “The criteria of exposure, perception, attribution, and memorization are central. There’s nothing worse for an advertiser than spending a lot of money, receiving extremely flattering performance figures, only to realize that nothing has changed in the end!”

OVER 39 MILLION: THAT’S THE NUMBER OF UNIQUE VISITORS PER MONTH ON FRANCE.TV, THE #1 FREE STREAMING PLATFORM, AND ALSO THE LEADER AMONG 15-34 YEAR-OLDS.

Article in partnership with CB News

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