France Télévisions’ advertising arm, France TV Publicité, has teamed up with transmission services provider TDF to introduce targeted advertising using the HbbTV platform on the country’s digital-terrestrial TV network.
The pair teamed up to substitute adverts from financial services company Sofinco and food manufacturer St Hubert targeted at digital-terrestrial TV screens.
TDF said that the technology tested in this trial would allow advertisers to target ads at the level of individual screens based on household profiles if regulations allow this in the future.
The trail showed that national ad spots on France 2, the pubcaster’s flagship channel, broadcast from the Eiffel Tower transmitter, could be substituted by a personalised ad, according to TDF.
France TV Publicité had previously innovated by introducing local ad substitution in Bordeaux and Le Mans, but this was the first time it demonstrated the ability to target at the household level on the digital-terrestrial network.
Franck Lagrand, director of TDF’s audiovisual division, said that with this project, the company was “contributing to the modernisation of the DTT platform promoted by [media regulator] the CSA”, while Béatrice Tirel, head of media at St Hubert, said that addressable TV “and the possibilities of targeting that it offers will perhaps be the next revolution in terms of communication for advertisers after the development of digital”.