Heloise Goy with Alexis Patri
Targeted advertising, or segmented advertising, is the norm on the Internet. But selecting the advertising spots broadcast according to the profile of the person in front of his screen is new on French television. However, this phenomenon is gaining ground and could gradually establish itself as the dominant model.
An advertising spot chosen for you based on your profile and web browsing data. This is the norm on the Internet. And it may soon be on television. Targeted or segmented advertising has been authorized on French television for a year and a half. According to the results of the National Union of Television Advertising, 376 targeted campaigns were broadcast last year on television channels, including 46% local advertisers and 50% new advertisers.
Soon 9 million French households concerned
Among the sectors most present in this new advertising niche: tourism, catering, banks and insurance. The contents of the advertising spots that may be offered to you depend on your place of residence, your socio-professional category, the number of people in your household, your age or your type of media consumption. This targeting is an opportunity for brands to roll out national campaigns.
Today, this targeted advertising can only arrive on your television if you have a box. This is the case for 5.5 million households in France. A figure that should increase in the coming years: 9 million households should be affected in 2023. Note that to receive this type of advertising, users must expressly give their authorization to their operator.