France: Targeted TV ad alliance formed
February 4, 2022
Bouygues Telecom, Realytics, a specialist in convergence between TV and digital, and Smart, a platform for optimising connected-TV and video marketing spend, announces the launch of TVMOTIK.
This alliance, with its ‘unique full-stack solution’, will support TV channels in activating and marketing targeted advertising offers via Bouygues Telecom’s home gateways.
TVMOTIK complies with AF2M/SNPTV standards and the technical requirements of linear TV channels. It offers a full range of technological services and sales support for extracting the most value from their addressable TV inventories.
“By setting up this fully-French consortium, Bouygues Telecom is taking tangible steps to help French broadcasters while offering advertisers a valuable alternative,” said Renan Abgrall, who heads Bouygues Telecom’s Value Factory. “We will offer advertisers a broader coverage of TV audiences, opening the way to many different scenarios for use in future campaigns.”
“Targeted TV advertising is a matter for every player active along the TV value chain. By lowering the barriers to access our open and interoperable technologies, we are making a way for TV channels – whatever their size – to take full advantage of this new opportunity, which we see firing up the TV ecosystem in the future,” commented Arnaud Créput, CEO of Smart. “Our alliance with Bouygues Telecom and Realytics, the first of its kind anywhere, will give advertisers an independent, one-stop-shop alternative capable of taking on the major platforms.”
“We’re delighted to be forging this technological partnership with Bouygues Telecom and Smart, which brings addressable TV within reach for more TV media sales units and agencies,” added Guillaume Belmas, CEO of Realytics. “Thanks to TVMOTIK, we’re seizing the opportunities from this burgeoning market and will be in a position to offer media buyers a large inventory of addressable TV slots available exclusively for programmatic buying through Adkymia.”