Altice Media has launched the first addressable advertising campaigns to its user base in France.
The group has offered advertisers targeted campaigns as part of its portfolio of services since the beginning of the month, leaning on the expertise of service provider SFR, which has been commercialising the use of anonymised geolocation data for its enterprise customers for a number of years.
Altice Media is offering targeted advertising across its portfolio of channels including BFMTV, RMC Découverte and RMC Story as well as its regional channels BFM Paris, BFM Lyon, BFM Grand Lille, BFM Grand Littoral, et BFM DICI,
Altice said it was the first market player to allow brands to integrate third-party data through a partnership with LiveRamp, which can be combined with SFR’s set-top-based customer data to enable more precise targeting.
Consumer credit specialist Sofinco, represented by Havas Média, is the first advertisers to use the new capability, targeting an akudience of consumers who have taking a credit-financing contract with a partner brand.
Peugeot, represented by Mediacom, has also deployed a campaign, targeting those that have expressed an intention to purchase a utility vehicle.
“Addressable advertising promises a new phase of growth for advertisers but also for agencies; it’s a useful innovation for all. It also presents the possibility of opening up the TV market to new and smaller advertisers that would never have had the resources to launch a national TV campaign. The budgetary hurdle is removed and local and personalised messages are finally finding their place on TV,” said Raphaël Porte, CEO of Altice Media Ads & Connect.
“Thanks to the technical expertise of the group via our telecom subsidiary and the power of our TV, radio and digital brands, we are able to create innovative offers that will profoundly transform traditional advertising models,” said Altice Media CEO Arthur Dreyfuss.
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