Targeted TV: FranceTV Publicité, SEAT and Re-Mind PHD test the amplification of TV sponsorship in HbbTV for the first time

Press releases
December 13, 2019

After trying out location-based addressing and personalised targeting according to viewers’ centres of interest, FranceTV Publicité is going further in its initiatives in the area of targeted TV advertising and is testing for the first time a solution to improve brand recall and awareness.

This PoC, implemented in partnership with SEAT France and its media agency Re-mind PHD, was conducted in two phases:

A segment was constituted from viewers who had been exposed to SEAT’s billboard on France Télévisions channels and who had given their consent beforehand,
These viewers were then exposed again the following day, by ad replacement, via a standard format delivering all the brand’s key messages.

This new mechanism meets a double objective of brand image and awareness: in addition to the benefits provided by sponsorship in terms of brand endorsement and association, it allows recall to be amplified through addressing of the viewers exposed the previous day. This test, conducted exclusively with the operator TDF, is in line with an aim of offering more viewer-relevant advertising and advertising mechanisms with ever more value for our customers

We are delighted to have supported SEAT France in this initiative. Targeted TV advertising represents a major challenge in the next few years, especially for players such as car manufacturers. These tests enable us to reflect with brands and partner media on targeting solutions to complement our existing communication

Valérie

Blondeau

Communications and Public Relations Director

Head of Communication / PR

+33 1 56 22 62 52

Alexis

Blanc

Deputy Director of Communication

+33 1 56 22 62 04

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