FranceTV Publicité deals with Orange, Bouygues set stage for targeted advertising

Credit: Nathalie Guyon

France Télévisions’ advertising arm FranceTV Publicité has struck separate targeted advertising partnerships with service providers Orange and Bouygues Telecom within a few days of each other.

The Orange partnership, which was announced last week, will see Orange and FranceTV Publicité bring addressable advertising to Orange TV customers, subject to data protection rules.

The agreement will see advertisers deliver personalised advertising on TV channels distributed by Orange.

Marianne Siproudhis, CEO of FranceTV Publicité, said the agreement would enable targeted advertising to be extended from catch-up offerings to linear TV when the regulations were in place to permit this, “always to improve the quality of experience of our viewers, in the most strict respect of regulations on personal data”.

Chjdristan Bombrun, director of products and service at Orange France, said that the agreement “illustrates a common vision on the evolution of consumption of media” and that “in the context of strong competition in audiovisual, it contributes to the development and to the attractiveness of a national offer”.

The agreement with Bouygues Telecom, announced today, highlights the operator’s ambition be be a player in the targeted advertising business, leaning on its base of four million addressable boxes.

Benoît Torloting, deputy CEO of Bouygues Telecom in charge of residential and business operations, said that the operator was “creating a new ecosystem allowing our customers and the mass of channels to access this major innovation”.

Siphroudhis said that the deal highlighted “the agility of our respective teams that have worked towards the conclusion of this agreement that enables us to prepare the TV of tomorrow”.

The deals follow the government’s decision to revise a 1992 law on advertising to enable addressable TV.

FranceTV Publicité commercialises the advertising of around 40 TV channels, including not only the pubcaster’s own ad inventory on France 2, France 3, France 4, France 5 and France Ô but also ad inventory on 1ère, TV5Monde, France 24, 13ème Rue, Syfy, E!, Trace Urban, Melody, Cartoon Network, Boomerang, Boing, Warner TV, National Geographic, Voyage and others.