Here are our 3 questions to Raphaël Porte, general manager RMC BFM Ads
CB News: What is your definition of CTV?
Raphaël Porte : “CTV (Connected TV) represents all forms of television connected to the internet, essentially through the TV decoder of telecom operators (CTV FAI) or Smart TVs (CTV OTT), and which allow access to content in line.
From an editorial point of view, CTV allows users to access themed services & content, particularly through FAST (Free Ad Supported Streaming Television) channels, financed by advertising.
CTV benefits from both the power of television and the agility of digital. Thanks to this convergence, we offer our clients and partners interactive and targeted advertising formats. »
CB News: How do you stand out in these markets?
Raphaël Porte : “We have established unique partnerships with CTV platforms to offer unique advertising spaces; after a successful launch on Samsung TV Plus with the provision of 4 Broadcast channels (BFMTV, BFM Business, RMC Story, and RMC Découverte) then 8 FAST channels, we continued our hyper-distribution strategy by extending our content on TCL smart TVs and OS, and new major manufacturers are coming. This hyper-distribution strategy allows our group to conquer new audiences, particularly small TV consumers, a target particularly sought after by advertisers.
Last September, we launched BFM2, a live news channel, complementary to BFMTV, available on all digital screens, particularly on CTV both from traditional distributors (Telco, TV platforms) and OTT through smart TVs. . At the same time, we deployed the “L Shape” advertising solution, which consists of an innovative and non-intrusive format broadcast on one side of the screen without interrupting the video content.
To go even further, we will offer Data targeting in CTV environments from 2025, through a catalog of more than 500 available segments (geolocation, socio-demo, interest, tailor-made). This segmentation will enable a more engaging advertising experience for the user.”
CB News: What issues will the “total video” sector mainly face in 2025?
Raphaël Porte : “The development of new environments in CTV implies reassurance from advertisers and their agencies on all measurement subjects, in particular those of audience, attention and business efficiency.
Data harmonization will also be an important issue in 2025, for which we have undertaken work on the deployment of unique IDs on connected televisions in line with the launches of UTIQ and FirstID in our environments and the enrichment of our DMP which already has 20 million profiles. »
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