Orange France said that its IPTV platform is the first in the country to enable targeted advertising campaigns during linear TV viewing. This follows the recent partnership with FranceTV Publicite, the in-house ad agency within public broadcaster France Televisions. Starting this month, Orange broadband customers with a compatible TV box will view targeted messages from ten different advertisers until the end of the year, while watching France Televisions programmes.
Havas Media and Dentsu are among the marketing agencies that have signed up to the pilot launch of FranceTV Publicite’s new ‘adressable.tv’ offering, featuring campaigns for clients including French utility company EDF and coffee brand Carte Noire.
The operator started the process of collecting consent from end-users of its IPTV platform earlier this year, in anticipation of the government decree giving the green light to this type of targeted advertising, which was published on 05 August. After two years of development, the new service enables advertisers to design geotargeted campaigns and tailor their messages for specific household types.
