FranceTV Publicité and Orange break new ground with the first linear campaigns as addressable TV gets up and running in France

FranceTV Publicité is delighted to announce, just a few weeks after the launch of its "adressable.tv" offering, that it is placing its partners at the forefront of TV innovation and supporting them as they venture into addressable TV.

A decree published by the French government on August 5th of this year officially authorized addressable TV advertising, allowing targeted and personalized advertising messages to be broadcast live.

Throughout November and December, 11 advertisers are airing, for the first time in France, an addressable TV campaign on France Télévisions channels. The following companies’ campaigns will be broadcast via Orange, the first operator to commercially launch the service on its set-top boxes:

• Carte Noire (Dentsu)

• Citroën (GroupeM)

• EDF (Havas Media)

• Engie (Blue 449)

• Harrys (OMD)

• Intermarché (Publicis)

• Orange Maison protégée (Havas Media)

• Peugeot (GroupM)

• Reckitt Benckiser Healthcare (Dentsu)

• Renault (OMD)

• Sanofi (GroupM)

These first full-scale campaigns are part of a pilot phase that kicks off now and runs until the end of the year. FranceTV Publicité’s “adressable.tv” offering gives advertisers immediate advantages thanks to Orange data: campaign geo-targeting, spot personalization according to specific household targets, and campaign KPI measurement using digital standards.

Orange has already obtained the explicit consent required for addressable advertising from its TV subscribers, and the campaigns will be broadcast in strict compliance with personal data regulations.

Starting in November 2020, and for a period of six to nine months, the offerings will take “MVP” form (Minimum Viable Product, launch configuration) defined jointly with the SNPTV (French National Union of Television Advertising) and AF2M (French Association for the Development of Multimedia/Multi-operator Services and Uses). New targeting and an increase in the number of addressable set-top boxes will progressively enhance the product as of January 2021.

"It is a real pleasure to be working with these 11 advertisers as they embark on their addressable TV journey. After over two years of development, we are thrilled to have finally reached this stage. Addressable TV opens the door to new advertising experiences, boosting TV’s enduring appeal. It offers our partners highly effective synergies based on television's impressive reach and its brand safe context, as well as digital targeting granularity. Our teams are looking forward to getting to work and providing advertisers with bespoke solutions."

Marianne Siproudhis
CEO of FranceTV Publicité

"Addressable TV is an innovative offering for the advertising market and represents a major technological breakthrough for operators. This solution, which took around two years to develop, was entirely designed by Orange teams, and we are very proud to have succeeded in meeting market expectations despite the current public health crisis. Orange is the first operator to roll out this service in France, making a major contribution to TV’s digitalization and renewal."

Christian Bombrun
Director Products & Services at Orange

Orange press contacts

Richard Rousseau: richard2.rousseau@orange.com – 01 57 36 63 99

Mathilde Boistay: mathilde.boistay@orange.com – 01 44 44 04 89