Will segmented advertising appeal to the French?
More than a year after its authorization, this geolocated communication on television is increasingly coming into our living room.
From Red Bull energy drinks to Match supermarkets, via the Corrèze Tourist Office, more than 376 campaigns were broadcast on French television channels in 2021, according to the report drawn up by the national union for television advertising ( SNPTV) and af2m.
The top three advertisers came from the tourism and catering sector (16%), the banking and insurance sector (15%) and services (11%).
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For a major brand, segmented TV advertising is the opportunity to develop a national campaign.
The content of the spots depends on the place of residence, the number of people in a household, the socio-professional category of a viewer, his age or his type of media consumption.
This targeted advertising is dependent on the operators' boxes...
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