Bouygues Telecom teams up with NRJ for addressable ads

French service provider Bouygues Telecom has struck an addressable advertising agreement with NRJ Global that gives NRJ’s channels access to Bouygues’ data and technical know-how to provide targeted advertising solutions for brands.

NRJ Global, the advertising arm of media group NRJ, will be able to offer targeted advertising to Bouygues Telecom’s installed base of some four million set-top boxes for its linear TV channels from this autumn.

“I am delighted with this new partnership that reinforces the role played by Bouygues Telecom in the development of addressable TV in France,” said Renan Abrigall, director of Bouygues Telecom’s Value Factory unit.

“Together, we are going to show the ease of deployment of our solution for all media agencies, whatever their size, so that they can reap the benefits of the revolution in advertising that is addressable TV.”

Cécile Chambaudrie, president of NRJ Global, said: “We are delighted with this partnership with Bouygues Telecom that will allow us to enrich our targeting offerings with addressable TV. We are keen to offer this new solution that will be available from autumn 2021.”

NRJ Global provides a portfolio of three TV channels among other media properties: NRJ12, Chérie25 and NRJ Hits, with content spanning series, movies, music, unscripted content and factual programming. The group’s TV services count 39 million viewers each month.