French telco Bouygues Telecom announced today it has signed up Canal+ Brand Solutions for its new addressable TV advertising product. The deal will see targeted advertising made available on Canal+ inventory, through Bouygues’ new addressable TV offering.
Bouygues says that through the partnership, brands buying campaigns through Canal+ Brand Solutions will be able to run segmented campaigns on Canal+’s linear and on-demand services, via Bouygues’ set-top boxes. Targeting will be powered by Bouygues’ own subscriber data, as well as third-party data. Bouygues’ offering, yet to be released, looks likely to work similarly to Sky’s AdSmart product in the UK, one of the more successful addressable linear TV offerings in Europe.
“We are very pleased with this agreement with Bouygues Telecom, which is part of CANAL + Brand Solutions’ digital and data innovation approach and will allow us to soon be able to offer brands the first segmented TV targeting solutions,” said Fabrice Mollier, president of Canal+ Brand Solutions.
The move comes as broadcasters and telcos across France spin up their addressable TV advertising offerings, following regulatory changes earlier this year. Targeted advertising on TV sets has historically been prohibited in France, thanks to a 1993 decree which stated that every household must receive the same signal when watching live linear TV. But after mounting pressure from broadcasters and advertisers, the French government finally repealed this decree back in August.
As VAN has previously reported, the major broadcasters and providers had already been developing addressable solutions and partnerships over the past few years, in anticipation of the law change. Now that the change has gone through, these businesses are trying to get their solutions to market as quickly as possible.
Bouygues has been one of the fastest movers. Back in July Bouygues signed a deal with FranceTV Publicité, France Télévisions’ sales house, to deliver addressable TV campaigns.