Creating ad spots, planning replay campaigns, sponsoring programs, organising live shows… For us here at Signature, TV is much more than just an information giver . In close collaboration with our partners (TF1, M6, France Télévisions, RMC…), we love to imagine campaigns from A to Z (emphasising the S* ) to serve your goals: brand awareness, DriveToWeb, boost sales… Each brief has its own setup!
Today, we introduce you to a relatively unknown format: addressableTV.
Addressable TV… NEW POSSIBILITIES!
Addressable TV advertising emerged at the end of 2020! According to the SNPTV (the French National Union of Television Advertising), 6.6 million households in France were eligible in 2022. Thanks to data collected by telecom operators (Orange, Bouygues, SFR…), this innovative technology allows advertisers to provide consenting households with affinity-based advertising experiences tailored to their profiles. In essence, addressable TV can personalise advertising messages within the same ad space.
Imagine on one side, Julie, a devoted mother, passionate entrepreneur in Annecy, and fan of musicals… And on the other side, Naël: a digital native, apartment-dweller, in love with his cat Maya… On the same channel, same day, same time, they could each see a different ad: Julie might see an ad for a family live show in Haute-Savoie, while Naël might see an ad for a special pet camera for his home!
Check out the full webinar presentation on addressable TV.
TARGETING: HOW FAR CAN WE GO?
When an advertiser wants to use addressable TV, they must determine criteria to ensure precise targeting .
Geopositioning : The whole of France, a region, a department, a city, a postal code, a catchment area. This is the first criteria for nearly 50% of advertisers!
Socio-demographic data : Age, socio-professional category…
Household composition : Single, large family…
Type of housing : Collective, individual, owner, tenant…
Viewer profile : Light, medium, and heavy TV consumers
Interests : Sports fan, decoration enthusiast, environmentally conscious…
REVIEW OF ADDRESSABLE TV CAMPAIGNS IN 2022
Addressable TV is highly effective for any brand or sector. It suits small businesses, local players, and already active TV advertisers. It can be used alone or to support a traditional TV campaign (linear TV).
In France, in 2022, over 700 advertisers ran 1,300 addressable TV campaigns. The top 3 sectors were automotive, tourism, and retail.
Addressable TV campaigns can address multiple objectives, such as :
Generating website traffic
For example, Peugeot’s E 2008 model saw a 6x increase in product page views from households in individual houses exposed to the campaign (over 2M impressions delivered). A 30-second ad was aired from September 9th to 30th in 2022, on various networks (TF1, France TV, M6, CANAL+).
️ Generate in-store traffic (drive to store)
Like GIFI, which recorded +11% in-store traffic following a segmented TV campaign broadcast from September 08 to 21, 2022 in the catchment areas of 50 stores: communication on a free delivery service offer (20 sec spot), in support of a national campaign wave => 1.7M impressions generated.
WHAT ARE YOUR OBJECTIVES? WE’RE LISTENING!
