FranceTV Publicité has tested with TDF and advertisers Sofinco and St Hubert, the substitution of a commercial with a targeted spot on HbbTV DTT households.
The test comes one year after opening local advertising windows in Bordeaux and Le Mans for terrestrial broadcasting on France 2 and France 4, with TDF’s expertise and resources.
This technological innovation allows advertisers, if permitted by regulation in the future, to adapt their TV advertising spot to the profile of the households.
The test was carried out under real conditions on a panel of HbbTV-compatible TV sets. National spots on a specific France 2 feed, broadcast from the Eiffel Tower’s TDF site, can be replaced by an “adserved” and personalised spot from one of the partner advertisers.
The test carried out is an important step in combining the power of television with the personalization of digital technology.
“We are very happy to be the first French control room to carry out this experiment. FranceTV Publicité is preparing the television of tomorrow with the objective of offering more relevant advertising,” said Marianne Siproudhis, General Manager of FranceTV Publicité,
“TDF is proud to put its technical expertise at the service of this experimentation and to bring this innovation to FranceTV Publicité. With this project, we are contributing to the modernization of the DTT platform wanted by the CSA,” added Franck Langrand, Director of the Audiovisual Division of TDF.
Béatrice Tirel, Head of Research & Media at St Hubert: “We are delighted that St Hubert was able to partner with FranceTV Publicité for this experiment. Addressed TV, and the targeting possibilities it offers, may be the next communication revolution for advertisers after the development of digital.”
