5.5 million French households can receive targeted advertising campaigns on television, the market leader, TF1, revealed on Tuesday, on the occasion of the assessment of a year of experimentation with segmented television.
This figure increased by 14% in the 4th quarter of 2021, told AFP AF2M, the association responsible for developing multimedia uses between telecom operators, at the origin of this count.
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After having launched its first campaigns targeted at the boxes of Orange and then Bouygues Telecom, the television group TF1 is integrating the boxes of the operator SFR into its offers on Tuesday, and will offer campaigns on the three operators in the coming days. combined. Only Free has not yet announced any agreement of this type with an advertising agency, but TF1 said it was "
confident
" in its ability to sign with the operator by the end of the year.
Telecom operators are essential to segmented advertising because they ensure its proper technical functioning, and sell access to their subscribers' data to advertising networks after asking for their consent.
Thus advertisers can target these households according to their geographical location, socio-demographic criteria including the type of habitat, or their channel viewing habits.
“The experience is totally fluid”
159 campaigns were broadcast in 2021 on TF1 channels. “
The experience is totally fluid
,” said Sylvia Tassan Toffola, general manager of TF1 Publicité, during a press conference. Among the examples cited, a car advertiser targeted areas around major cities to promote its electric car, while a DIY store focused on households with specific interests within its catchment area. .
While segmented television is particularly intended to allow local advertisers to advertise on national channels, 44% of revenues still came from national advertisers.
TF1 is betting on an acceleration in 2022, thanks in part to the lifting in the second half of certain restrictions which limit the number of targeted spots per advertising screen and access to all time slots, including prime time.
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With the success of fiber offers, which is causing an accelerated renewal of TV boxes, the sector hopes to reach 7.5 million addressable households by the end of 2022 and 9 million by the end of 2023 (i.e. 34% of the total number of boxes) for a turnover additional over the next 4 to 5 years around 150 million euros.