One year after inaugurating local advertising off-air in Bordeaux and Le Mans on France 2 and France 4, with the expertise and resources of TDF, FranceTV Publicité is going one step further. For the first time in France, France Télévisions' advertising network has tested, exclusively with the operator TDF and advertisers Sofinco and St Hubert, the substitution of an addressed spot in a screen on DTT HbbTV households.
This technological innovation would enable advertisers, if the regulations allowed it in the future, to tailor their commercials to the TV set according to household profiles.
The test was carried out under real-life conditions on a panel of HbbTV-compatible TV sets. National spots on a specific France 2 feed, broadcast from the TDF site at the Eiffel Tower, were replaced by a customized "adservé" spot from one of the partner advertisers.
This experiment is an important step towards combining the power of television with the personalization of digital.
Marianne Siproudhis, Managing Director of FranceTV Publicité:
" We are delighted to be the 1st French advertising network to carry out this experiment. FranceTV Publicité is preparing the television of tomorrow with the aim of offering more relevant advertising."
Franck Langrand, Director of TDF's Audiovisual Division:
" TDF is proud to put its technical expertise at the service of this experiment and to bring this innovation to FranceTV Publicité. With this project, we are contributing to the modernization of the DTT platform called for by the CSA.
Béatrice Tirel, Research & Media Manager, St Hubert:
" We're delighted that St Hubert has joined forces with FranceTV Publicité for this experiment. Addressed TV, and the targeting possibilities it offers, will perhaps be the next revolution in terms of communication for advertisers after the development of digital."
Sofinco teams:
" We are delighted to have associated our Sofinco brand with this innovative project, this technological breakthrough and the start of this crazy bet. "