Targeted ads come to TF1 too (only on PC for now)

13 Feb, 2013



On the heels of the news that Sky will start offering targeted ads on its time-shifted video on demand catalogue, TF1 announces that it will be the “first” to offer targeted advertising on its video-on-demand offering.

TF1 signed a deal with Weborama, which specialises in audience segmentation, to match viewer’s profiles to advertising. Advertisers will be able to choose from 10 classes of consumers to target, says Weborama in a press release:

  • Families (with kids)
  • Mothers (women with children)
  • Beauty addicts (wellness and beauty)
  • Fashionistas
  • Men interested in style & beauty
  • High revenue consumers
  • Hi-tech addicts
  • Gamers
  • Cooking fans
  • Auto fans

Every segment will have between 1 and 4 million consumers. With targeted advertising, the networks hope to increase their margin – per thousand viewers, an ad that uses data enriched targeting costs about 20 % more than non-targeted ads, reports Les Echos.

The system is still embryonic. It’s limited to viewers who watch time-shifted, on demand shows on their PC. But in the near future, TF1 hopes to roll out the system on tablets, mobile and smart TV.

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Raf Weverbergh

Editor of whiteboard. Raf Weverbergh was a magazine journalist whose work appeared in magazines like Rolling Stone, Playboy, Mail on Sunday, Publico and South China Morning Post. He is the co-founder of FINN, a corporate communications agency where he advises startups and multinationals on their PR and Mustr, the easiest media database for PR professionals. You can contact him on Twitter, Linkedin or Skype (rafweverbergh).

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