Bouygues Telecom, Realytics and Smart have created TVMOTIK, a full-stack solution supporting TV channels in activating and marketing targeted advertising offers, via Bouygues Telecom’s home gateways.
A number of systems are currently running in the French market, but the consortium believes that none have been able to provide a one-size-fits-all approach to the standards and norms used by local TV channels.
“By setting up this fully-French consortium, Bouygues Telecom is taking tangible steps to help French broadcasters while offering advertisers a valuable alternative,” states Renan Abgrall, who heads Bouygues Telecom’s Value Factory. “We will offer advertisers a broader coverage of TV audiences, opening the way to many different scenarios for use in future campaigns.”
The alliance combines Bouygues’ work with home gateway infrastructures, the proxy-free solution for scheduling and executing targeted advertising campaigns developed by Smart, covering linear and catch-up TV and Realytics ‘Adkymia’ platform for programmatic media sales
“Targeted TV advertising is a matter for every player active along the TV value chain. By lowering the barriers to access our open and interoperable technologies, we are making a way for TV channels — whatever their size – to take full advantage of this new opportunity, which we see firing up the TV ecosystem in the future,” explains Arnaud Créput, CEO of Smart Adserver. “Our alliance with Bouygues Telecom and Realytics, the first of its kind anywhere, will give advertisers an independent, one-stop-shop alternative capable of taking on the major platforms.”
Initial testing is currently underway.