Will segmented advertising appeal to the French?
Nine months after its authorization, this geolocated communication on television is more and more inviting in our living room.
From Lacoste clothing to Domino's Pizza, including the Corrèze Tourist Office, several dozen campaigns have already been broadcast on the channels.
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Audiovisual: televisions draw segmented advertising
Segmented TV advertising is dependent on the boxes of telecom operators, which equip 80% of homes in France.
A customer must expressly agree to receive this type of geolocated communication.
For a big brand, it is the opportunity to decline a national campaign.
The contents of the spots depend on the place of residence, the number of people in a household, or the socio-professional category of a viewer.
For the audiovisual industry, one of the challenges is to offer, like the digital giants, personalized advertising with more precise targeting, but in a more secure environment because it is editorially under control.
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