e-TF1 takes majority stake in digital marketing outfit

e-TF1, the new media unit of French commercial broadcaster TF1, has taken a majority stake in digital marketing outfit Bonzaï Digital.

According to TF1, the investment is in line with the group’s strategy in securing its position in digital markets outside its core media activities.

Te move comes a year after the launch of TF1 Conso, the group’s ‘drive-to-store’ unit, encompassing marketing activities designed to bring consumers to physical points of sale from the web.

The group said its latest acquisition completed its offering for advertisers outside its traditional media activites, grouped under the TF1 Agency brand.