TF1 is accelerating on its TF1+ platform in terms of advertising and interconnection with third-party Data providers. The TF1+ platform is positioned to respond to the business (sales) and branding (notoriety) challenges of advertisers.
Plateforme de marketing digital full funnel
TF1+ offers a solution to deliver awareness, brand image, conversion and sales for a brand. “ TF1+ is the first ‘full funnel’ digital marketing platform » announces the TF1 advertising agency. The TF1 group supports TF1+ with a portfolio of advertising solutions and data functionalities to amplify the voices of advertisers and boost the return on investment of their campaigns.
The TF1+ platform was launched at the beginning of 2024. It is positioned as a destination for family entertainment and information. The platform offers 25,000 hours of premium content available at any time. TF1+ seeks to stand out in particular with Synchro, a content recommendation engine for use with friends or family, or Top Chrono, which offers à la carte summaries of matches.
The platform now aggregates content from third-party publishers such as Arte or l’Equipe, and continues its expansion in French-speaking territories, Belgium and Switzerland. TF1+ claims 33 million monthly streamers on average and 800 million videos viewed since the start of 2024.
An all-in-one solution as marketing becomes more complex
The TF1 advertising agency offers to cover the entire marketing funnel: awareness, brand image, consideration and conversion with TF1+. An “all-in-one” solution at a time when marketing strategies are becoming more and more sophisticated.
Among the new offers, we find the premium display formats “Cover+” or “In-Content Banner” which should make it possible to emerge massively and boost the notoriety of a brand. There are new sponsorship mechanisms like “Collection” to associate TF1+ program recommendations with the values of a brand.
Another possibility, the range of “Playable Ads” formats offers a gamification experience to encourage engagement and interaction with streamers. Finally, there are the “Shoppable Ads” formats to support streamers in one click towards the act of purchasing and amplify conversion.
A data-driven approach to qualify audiences
The advertising agency emphasizes that TF1+ adopts a 100% data-driven approach to more precisely qualify a brand’s audiences and strengthen the effectiveness of advertising campaigns.
The data is used for advertising devices.
In particular, the advertising agency describes the creation of Graph:ID as a major innovation. The Graph:ID becomes a new single entry point for knowledge of TF1+ users, combined with data from around twenty data provider partners. This solution is amplified by an exclusive partnership with Habu Data collaboration platform from the American LiveRamp to allow advertisers to operate campaigns in complete interoperability with all the “Data clean rooms” on the market and have numerous insights.
In addition, the campaign reports will be enriched. The advertising agency provides new KPIs to continuously measure and optimize the ROI of investments accessible via Graph:ID. This concerns deduplicated 4-screen streaming coverage; co-viewing to monitor additional contacts while listening together on the TV screen; a systematic measurement of attention with xpln.ai and a carbon footprint of the impact of campaigns.
More impactful formats
TF1+ wants to become a beautiful streaming advertising showcase. The agency promises more impactful formats to work on brand awareness, tailor-made content with no limits on integration and duration, to promote the image of brands and their consideration. There will also be interactive creations boosted by data to convert with prospects and buyers in “drive to web” and “drive to store”. And finally, better knowledge of consumers through insights, studies and personalized measurements
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