Here are our 3 questions for Dorothée Alabeurthe, marketing director of Canal+ Brand Solutions.
CB News: What news struck you the most in 2024 in terms of video streaming and CTV?
Dorothée Alabeurthe: Acceleration! These last few months have been marked, on the one hand, by the overhaul of broadcasters’ offers, and on the other hand by the arrival of new SVOD players on the advertising market, notably with the launch of Max, the Warner Bros. platform. Discovery, June 11.
And the second significant event is the comeback of the TV screen, which is now at the heart of the commercial strategy of all players, from broadcasters to pure digital players.
CB News: How do you stand out in these markets?
Dorothée Alabeurthe: Canal+ Brand Solutions has a unique positioning on the market, since we are present today on all premium video levers. Indeed, we have evolved our offer to always meet the video uses of the French: we therefore offer advertisers solutions in TV, BVOD but also AVOD and SVOD, with the integration of Max into our offer this year and also from OQEE Ciné, Free’s 100% film/series platform, launched in March 2023.
Building on this enrichment of our offering, we launched Stream+, a single entry point to our 3 platforms myCanal, OQEE Ciné, and Max. Stream+ is a strong promise for brands that combines power and premium: 22 million French people reached each month, 40,000 hours of premium content, and an advertising experience that respects UX. Indeed, at Canal+ Brand Solutions we know the importance of the user experience to guarantee subscriber satisfaction. We therefore offer the lowest advertising intensity on the market with 3 minutes of advertising per hour on average on Stream+.
Finally, because innovation is at the heart of our DNA, we are reinventing the advertising experience by creating new formats that allow brands to adopt entertainment codes for ever greater impact. This creativity is one of the hallmarks of Canal+ Brand Solutions. For example, we have developed “Home Reveal” or “Home Switch Home”, two formats which emotionally engage our viewers by using the codes of our platforms.
CB News: What issues will the “Total Video” sector mainly face in 2025?
Dorothée Alabeurthe: One of the essential challenges of 2025 will be that of measurement. Advertisers and agencies need to have a global vision of their clients’ video usage. Today it is complex for an advertiser to know the deduplicated coverage of their video advertising campaign and ultimately to activate the right levers.
We are perfectly in line with this approach, by actively participating in all inter-professional working groups, Médiamétrie and market initiatives and by “watermarking” all advertisements in our digital environments, whether on myCanal, OQEE CINE and Max so that all of these environments can be integrated into Médiamétrie’s future cross-media advertising measurement.
It also seems important to us to offer solutions for measuring efficiency. This is why at Canal+ Brand Solutions we are developing partnerships to offer our clients third-party measurements of advertising attention, brand-lift and sales-lift.
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