The subject has occupied them for two years, but this time the launch of segmented (or addressed) advertising offers by TV networks is becoming a reality.
After the publication in August of the decree authorizing the replacement of uniform spots by targeted spots (depending on the address or the profile of the household), France TV Publicité concluded agreements with Orange and Bouygues Telecom, M6 Publicité with Bouygues Telecom and, since Monday, TF1 Pub with Orange.
The major maneuvers will therefore be able to begin.
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Segmented TV advertising is dependent on the boxes of telecom operators (80% of the market in France).
In addition, the latter must be eligible, that is to say technically capable of doing so, and that the household expressly accepts segmented advertising.
"For France TV Publicité, this will represent 2.5 million households at the start of 2021, or 10% of the TV audience, and probably 5.5 million in a year",
indicates Thomas Luisetti, director of digital strategy and technological innovation.
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