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)
- Men interested in style & beauty
- High revenue consumers
- Hi-tech addicts
- 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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