French addressable TV market forms an alliance to pioneer unified system
The French addressable TV market has made huge inroads to improve personalization and measurement with an alliance between Bouygues Telecom, Realytics, and Smart.
The project titled TVMOTIK unites the operator, Bouygues Telecom, with Realytics, which is spearheading convergence between TV and digital, and ad server platform Smart under one roof to offer a complete addressable service to broadcasters and advertisers.
The alliance is the first to provide a solution for broadcasters that allows them to keep their existing workflows and software avoiding costly investment in new tech. According to an alliance spokesperson the platform “evens the playing field for all broadcasters to take advantage of true TV addressability.”
Bouygues Telecom, Realytics and Smart unite for addressable TV alliance
TVMOTIK has been created to meet the demand in France for a unified “one-size-fits-all approach” to the standards used by all TV channels. The alliance hopes by offering more granular data it can provide regional and interest-based targeted ads.
“In order for the market to operate efficiently, the opportunity to deliver household addressable TV ads must be broad and open, have unified standards and methods, and include both very large and very small broadcasters for the audience scale and segmentation to be effective for advertisers,” said the spokesperson.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
The technology will be made available via Bouygues Telecom’s home gateways; Smart has developed a proxy-free solution for executing targeted ad campaigns and Realytics’ Adkymia platform will house the programmatic media sales.
“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,” said Arnaud Créput, CEO of Smart.
TVMOTIK is still in the initial testing stages with integration already underway. The alliance has called out for further collaboration between industry stakeholders expecting other telco operators to join the alliance by the end of the year.
The next step is to add TVMOTIK to broadcaster sales houses and eventually integrate TVMOTIK into CTV, online and social media campaigns for a holistic approach.
For more articles like this, why not sign up to our weekly media newsletter here.