TF1 has plans for its streaming platform and wants to launch new advertising formats, but also extend the broadcast of spots already present.
TF1+'s ambitions are clear: compete with streaming platforms, notably YouTube. To do this, it needs to generate more cash and the Bouygues group platform intends to achieve a double-digit share in digital video advertising within three years. To do this, we will have to innovate.
Thus, from this year, advertisers should be offered new advertising formats to encourage viewers to purchase. Among TF1+'s ideas, immersive formats, the exclusive presence of a brand on the home page throughout the day or even taking advantage of the consumer's telephone number. Indeed, the latter can receive an SMS if they are interested in an advertisement in order to make an appointment in store for example.
« Conversion advertising solutions [à l’achat] which will rely in particular on mobile so as not to disrupt the viewing of content on the TV screen », Specifies Claire Basini, deputy general director in charge of B to C activities, in the pages of Les Echos. If it broadcasts on average 5 minutes of advertisements per hour on TF1+, the Bouygues subsidiary could increase this duration and bring it closer to six minutes.
This article was reprinted on the Univers FreeBox website
