Milano Cortina 2026 Winter Olympics: FranceTV Publicité and Coca-Cola France have launched Context.IA, a new type of advertising targeting.
To mark the occasion, FranceTV Publicité unveiled Context.IA, a contextual targeting solution at the heart of key moments, which opens up a new avenue for television advertising. This was trialled withCoca-Cola France (an IOC partner) in an exceptional event setting. Context.IA is based on a multimodal artificial intelligence model that continuously analyses the images, text, audio and video of broadcast programmes in order to accurately identify themes, moods, feelings and muses. This analysis enables advertising messages to be activated at the most relevant moment, directly resonating with the emotional and narrative intensity of live sports.
As part of this pilot, Coca-Cola France‘s advert was automatically triggered during editorial contexts that generated engagement, including:
- the presence of a French athlete with medal potential; and
- a podium with a French medal.
The system is based on ad switching and was deployed on the replay of France 2 and France 3 feeds on the francetv sport digital channel and the francetv.fr platform, enabling contextualised, fluid advertising insertion that respects the viewing experience at the heart of the Olympic Games’ highlights.
"With Context.IA, FranceTV Publicité is taking a decisive step forward in the evolution of television advertising. For the first time, we can activate brand messages at the height of the intensity and emotion of live sports. This intelligent, traceable amplification represents a structural innovation that improves advertiser performance while respecting the audience experience."
