FranceTV Publicité is delighted to announce, just a few weeks after the launch of its "adressable.tv" offering, that it is placing its partners at the forefront of TV innovation and supporting them as they venture into addressable TV.
A decree published by the French government on August 5th of this year officially authorized addressable TV advertising, allowing targeted and personalized advertising messages to be broadcast live.
Throughout November and December, 11 advertisers are airing, for the first time in France, an addressable TV campaign on France Télévisions channels. The following companies’ campaigns will be broadcast via Orange, the first operator to commercially launch the service on its set-top boxes:
- Carte Noire (Dentsu)
- Citroën (GroupeM)
- EDF (Havas Media)
- Engie (Blue 449)
- Harrys (OMD)
- Intermarché (Publicis)
- Orange Maison protégée (Havas Media)
- Peugeot (GroupM)
- Reckitt Benckiser Healthcare (Dentsu)
- Renault (OMD)
- Sanofi (GroupM)
These first full-scale campaigns are part of a pilot phase that kicks off now and runs until the end of the year. FranceTV Publicité’s “adressable.tv” offering gives advertisers immediate advantages thanks to Orange data: campaign geo-targeting, spot personalization according to specific household targets, and campaign KPI measurement using digital standards.
Orange has already obtained the explicit consent required for addressable advertising from its TV subscribers, and the campaigns will be broadcast in strict compliance with personal data regulations.
Starting in November 2020, and for a period of six to nine months, the offerings will take “MVP” form (Minimum Viable Product, launch configuration) defined jointly with the SNPTV (French National Union of Television Advertising) and AF2M (French Association for the Development of Multimedia/Multi-operator Services and Uses). New targeting and an increase in the number of addressable set-top boxes will progressively enhance the product as of January 2021.