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TV advertising is adopting the Internet’s way of working

TV advertising is coming down from its Olympus and adopting the operating modes of video advertising on the Internet. An example is the M6 group (M6, W9, 6Ter, Gulli) which is moving towards segmented TV, on-boarding, interactivity via QR Code and programmatic. However, this approach risks knocking TV off its pedestal and demonetizing it in the face of GAMA (Google Apple Meta and Amazon) advertising offers.

Simplifying the buying experience through programmatic

As part of

its segmented TV offering, M6 wants to expand the number of advertisers and this means simplifying the buying experience. M6 Publicité has just launched a guaranteed programmatic buying solution on its inventories, based on Freewheel technology. The solution is available through DSPs ‘The Trade Desk’ and ‘Xandr Invest’.

Advertisers will have a real-time consolidated view of their video advertising campaigns, including segmented TV

In September 2021, M6 Publicité had launched its first TV programmatic offer integrating segmented TV. With the new solution, M6 wants to be open and agnostic by collaborating with the different DSP technologies on the market. With this new solution, advertisers operating their video campaigns in programmatic via the DSPs ‘The Trade Desk’ or ‘Xandr Invest’, will have for the first time a consolidated and real-time view of the performance of their video advertising campaigns, including segmented TV on M6 channels. The objective is to save time and gain autonomy.

The first two advertisers have chosen to run their segmented TV campaigns via this new solution offered by M6’s advertising sales house. They are McDonald’s accompanied by Starcom via The Trade Desk, and myCarCash accompanied by Repeat via Xandr.

Segmented TV is bought programmatically

We are offering our trading desks the same programmatic buying experience in segmented TV that they have had until now for the rest of our digital inventory,” says Hortense Thomine-Desmazures, deputy general manager in charge of digital at M6 Publicité. ” This development is very important. It will allow the greatest number of advertisers to test the power and effectiveness of our segmented TV offer

,

” she says

.

Advertisers who use Xandr for their video campaigns can buy programmatically on M6 channels

We are partnering with M6 Publicité and FreeWheel to offer their segmented TV solutions to our clients,” explains Paul-Antoine Strullu, General Manager for Southern Europe at Xandr. ” Advertisers who use Xandr Invest for their video campaigns can now use programmatic buying on M6 Group channels,” he says.

The Trade Desk considers it a major step to give its clients access to the segmented TV inventories of the M6 group via programmatic. “These inventories are powerful and high quality. Advertisers can create even more strategic advertising content, with more targeting opportunities.

and measurement. And the viewer has a better advertising experience, closer to his or her interests,”

describes François-Xavier Le Ray, General Manager France and Belgium of The Trade Desk.

For the record, M6 signed an agreement at the beginning of 2022 with the four telecom operators Orange, Free, Bouygues Telecoms and SFR, and is counting on a market of 7.5 million homes accessible in segmented TV by the end of 2022. M6 says it has already carried out around 100 segmented TV advertising campaigns. ” Three sectors in particular have taken advantage of this offer: automobiles, financial institutions and tourist offices,” says Claire Perrollaz, deputy commercial director of digital M6 Publicité.

“We are working on on-boarding, which is the ability to send a message to the advertiser’s customer base.

M6 will implement multi-spot in cooperation with telecom operators. The data that brands have on their customers will also be used. ” The target we are currently working on is on-boarding, which is the ability to send a message to the advertiser’s customer base,” says Claire Perrollaz. Another challenge for M6 is the automation of available inventory via platforms, as the group has done with Adlymia and Xandr. ” Our last challenge will be to measure the effectiveness of the segmented TV offer. We are working collectively with the SNPTV to present studies in the near future,” concludes the sales manager.

In addition, in order to add interactivity to TV advertising, M6 is proposing new formats. In particular, the group is working on making TV advertising interactive thanks to QR codes that are displayed on the screen, and displayed in the commercial. Once scanned, the QR code allows, for example, to launch a mobile application and to visualize a sofa in augmented reality in one’s living room, as M6 has done for Camif.

The use of augmented reality has increased purchase intention by +7%

.

This 6Scan offer is managed by Astrid Perdrix, group marketing director for new products and services at M6 Publicité. The system can also be used to retrieve contacts in order to distribute perfume samples or coffee capsules. The augmented reality device increased memorability of the Camif TV spot by +15% and increased purchase intent by +7%.

Viewers tell us they want to see more interactive ads like this one,”

says Astrid Perdrix.

Camif chose augmented reality for its TV campaign

The brand, which sells furniture 100% online, chose M6 Publicité on the advice of its agency Big Success to help it deploy an immersive TV campaign with the activation of its new 6Scan augmented reality advertising format.

The campaign ran from September 24 to October 8, 2021. Camif invited M6 viewers to scan a QR code displayed on the screen with their phone to project the product in augmented reality.

presented in the advertiser’s spot. This enriched Camif’s drive to web campaign with an immersive stage. The viewer could see the product in his home, helping him to project himself and motivate his purchase.

Key information on this topic

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Source

TV advertising is coming down from its Olympus and adopting the operating modes of video advertising on the internet. An example is the M6 group (M6, W9, 6Ter, Gulli) which is gaining momentum on segmented TV, ‘on-boarding’, interactivity via QR Code and programmatic. However, this approach risks knocking TV off its pedestal and demonetizing it in the face of GAMA (Google Apple Meta and Amazon) advertising offers.

Simplifying the buying experience through programmatic

As part of

its segmented TV offer, M6 wants to expand the number of advertisers and this means simplifying the buying experience

.

M6 Publicité has just launched a guaranteed programmatic buying solution on its inventories, based on Freewheel technology. The solution is available through the DSPs ‘The Trade Desk’ and ‘Xandr Invest’.

Advertisers will have a real-time consolidated view of their video ad campaigns, including segmented TVIn

September 2021, M6 Publicité had launched its first TV programmatic offer integrating segmented TV. With the new solution, M6 wants to be open and agnostic by collaborating with the various DSP technologies on the market. With this new solution, advertisers operating their video campaigns in programmatic via the DSPs ‘The Trade Desk’ or ‘Xandr Invest’, will have for the first time a consolidated and real-time view of the performance of their video advertising campaigns, including segmented TV on M6 channels. The objective is to save time and gain autonomy.

The first two advertisers have chosen to run their segmented TV campaigns via this new solution offered by M6’s advertising network. They are McDonald’s accompanied by Starcom via The Trade Desk, and myCarCash accompanied by Repeat via Xandr.

Segmented TV is bought programmatically

We are offering our trading desks the same programmatic buying experience in segmented TV that they have had until now on the rest of our digital inventories

,” says Hortense Thomine-Desmazures, deputy managing director in charge of digital at M6 Publicité.

This development is very important. It will allow the greatest number of advertisers to test the power and effectiveness of our segmented TV offer

,” she says.

Advertisers who use Xandr for their video campaigns can buy programmatically on M6’s channels

. ” We are partnering with M6 Publicité and FreeWheel to offer their segmented TV solutions to our clients< / Advertisers who use Xandr Invest for their video campaigns can now use programmatic buying on the M6 group’s channels,” he says.

The Trade Desk considers it a major step to give its clients access to the segmented TV inventories of the M6 group via programmatic. “These inventories are powerful and high quality. Advertisers can create even more strategic advertising content, with more targeting and measurement possibilities. And viewers get a better advertising experience, closer to their interests,”

says François-Xavier Le Ray, General Manager France and Belgium of The Trade Desk.

For the record, M6 signed an agreement at the beginning of 2022 with the four telecom operators Orange, Free, Bouygues Telecoms and SFR, and is counting on a market of 7.5 million households accessible in segmented TV by the end of 2022. M6 says it has already carried out around 100 segmented TV advertising campaigns. ” Three sectors in particular have taken advantage of this offer: automobiles, financial institutions and tourist offices,” says Claire Perrollaz, deputy commercial director of digital M6 Publicité.

“We are working on on-boarding, which is the ability to send a message to the advertiser’s customer base,” explains Paul-Antoine Strullu, General Manager for Southern Europe at Xandr.

M6 will implement multi-spot in cooperation with telecom operators. The data that brands have on their customers will also be used. ” The target we are currently working on is on-boarding, which is the ability to send a message to the advertiser’s customer base,” says Claire Perrollaz. Another challenge for M6 is the automation of available inventory via platforms, as the group has done with Adlymia and Xandr. ” Our last challenge will be to measure the effectiveness of the segmented TV offer. We are working collectively with the SNPTV to present studies in the near future,” concludes the sales manager.

In addition, in order to add interactivity to TV advertising, M6 is proposing new formats. In particular, the group is working on making TV advertising interactive thanks to QR codes that are displayed on the screen, and displayed in the commercial. Once scanned, the QR code allows, for example, to launch a mobile application and to visualize a sofa in augmented reality in one’s living room, as M6 has done for Camif.

The use of augmented reality has increased purchase intention by +7%

.

This 6Scan offer is managed by Astrid Perdrix, group marketing director for new products and services at M6 Publicité. The system can also be used to retrieve contacts in order to distribute perfume samples or coffee capsules. The augmented reality device increased memorability of the Camif TV spot by +15% and increased purchase intent by +7%. ” Viewers tell us they want to see more interactive ads like this one.

i”

says Astrid Perdrix.

Camif has chosen augmented reality for its TV campaign

,The brand that sells furniture 100% online had chosen M6 Publicité on the advice of its agency Big Success to accompany it in the deployment of an immersive TV campaign with the activation of its new 6Scan augmented reality advertising format.

The campaign ran from September 24 to October 8, 2021. Camif offered M6 viewers to scan a QR code displayed on screen with their phone to project the product featured in the advertiser’s spot in augmented reality. This enriched Camif’s drive to web campaign with an immersive stage. The viewer could see the product in his home, helping him to project himself and motivate his purchase.

Key information on this topic

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–>



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