FranceTV Publicité teste pour Thélem assurances avec Havas Media le décrochage d’écrans pub en local sur France 2 et France 4

FranceTV Publicité confirme sa capacité d’innovation en testant le décrochage publicitaire géographique sur les foyers TNT avec l’opérateur TDF.
La régie a lancé hier une première expérimentation de TV segmentée en live hertzien qui permet de proposer une publicité ciblée géographiquement dans l’agglomération du Mans, sur deux chaînes nationales (France 2 et France 4). Elle a ainsi testé l’ensemble de la chaîne technologique permettant cette substitution sur tous les foyers TNT de cette agglomération.
Ce test a été mené en partenariat avec Thélem assurances, et son agence Havas Media. L’annonceur a pu diffuser simultanément, plusieurs fois par jour, un spot publicitaire national destiné à l’ensemble du territoire, et un autre spot publicitaire visant uniquement les habitants de l’agglomération du Mans. Cette expérimentation se poursuivra tout au long du mois de janvier puis sera étendue à l’agglomération de Bordeaux.
 
Cette innovation technologique, réalisée sur la plateforme TNT de TDF, permet désormais à la régie de substituer un spot au niveau d’une agglomération sur d’autres chaînes que France 3, qui continue de pouvoir le faire au niveau régional.
 
Marianne Siproudhis, Directrice Générale de FranceTV Publicité, déclare :
L’année 2018 commence de fort belle manière pour FranceTV Publicité. Cette première technologique démontre notre volonté d’accélérer sur la TV segmentée, qui est l’un des grands enjeux des prochaines années. Nous avions déjà été précurseurs avec adressable.tv, notre offre géo-localisée multi-device, qui s’appuie sur le réseau régional de France 3. Le ciblage géographique va permettre à une nouvelle typologie d’annonceurs de communiquer sur le média TV, et nous espérons que la réglementation permettra bientôt de le faire à l’échelle nationale”
 
Romain Pouyau, Responsable Innovation et Médias de Thélem assurances, déclare :

“Le réseau d’agences de Thélem assurances couvre une grande partie de la France mais ne s’étend pas sur l’ensemble du territoire. La publicité adressée peut offrir de nouvelles perspectives à nos campagnes TV pour piloter plus finement nos ciblages et nos budgets associés, comme nous le faisons notamment sur les leviers digitaux.”
  
Philippe Bigot, Head of Media Video Department de Havas Media, déclare :
Nous sommes fortement impliqués sur les développements publicitaires attendus de la télévision segmentée que permettront les différentes technologies dès que la réglementation l’autorisera. Compte tenu de ses enjeux de géo-localisation, Thélem assurances a accepté notre sollicitation pour participer à ce test en local en utilisant la variété de ses films publicitaires. C’est un pas important vers l’adaptation du discours publicitaire TV aux zones et cibles commerciales des annonceurs

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