“TF1+ supports brands throughout their digital strategy” – TV > Media

You want to make TF1+ the “first full-funnel digital marketing platform” for brands. What is your roadmap?

Sylvia Tassan Toffola : In a context of “hyper choice,” “hyper solicitation” of the consumer and accelerated, structuring and structural digitalization of the market and consumption, we want to provide a complete suite of both offers and advertising formats. But also data proposals and technological tools to encompass the entire life cycle of a consumer, in a “full-funnel” marketing reading of an advertiser (awareness, image, consideration, conversion). We want to stay a “business partner” of brands by providing this agility and flexibility to be able to address their prospects or consumers with a view to building loyalty. We work on “showcase” communication for brands, but that is not enough, there is also an issue of power and reach..

Concerning TF1+, is it the 1?? free long format video streaming platform on demand from the French market. She touches 33 million unique monthly visitors and we have a reach capacity that we must continue to deploy in the months and years to come. This leading position commits us and obliges us to go beyond what exists, by structuring data…this currency of exchange and transaction of the market of tomorrow.

The challenge is to leave a logic of traditional media planning to enter into a logic of audience planning… (Sylvia Tassan Toffola)

TF1 Pub announced the creation of Graph:ID TF1, which will be launched in January 2025. What is new offered to advertisers?

François-Xavier Pierrel : We started from the idea that collaboration around data, with retailers and the entire ecosystem will make the difference. The idea is to be interoperable by breaking the silos. We therefore designed this product with the aim of sharing our data with our customers. This solution allows the agency to support advertisers of all sizes on the different planning phases and improve their engagement on our platforms.

The Graph:ID is the new single entry point for understanding users of TF1+, TF1 Info and TF1 PUB. (François-Xavier Pierrel)

The Graph:ID will be enriched with data around twenty data and retail partners (Infinity Advertising, Unlitail, Cdiscount, etc.). In total, this represents 25 million qualified profiles on TF1+, 100 activatable criteria and unrivaled targeting granularity with 1,200 data segments, including more than 500 in retail..

The key for advertisers is the possibility of using Graph:ID at each stage of their campaigns and obtaining very detailed insights in order to significantly optimize advertising impact. The TF1 group will also be the launch partner of Habu (LiveRamp) in France, exclusively for one year. This data collaboration platform makes it interoperable with all “clean rooms” in the advertising market and offers an improved and simplified customer experience. Finally, TF1+ is also strengthening its value proposition for brands with campaign reports enriched with new KPIs to continuously measure and optimize the ROI of their investments accessible on a single dashboard via Graph:ID.

What new advertising formats are you planning to launch?

Sylvia Tassan Toffola : The platform is designed to meet all the needs of advertisers in the digital age with premium display formats such as Cover+ (integration of the player into the homepage exclusively) or In-Content Banner (integration into the recommended content feed ) to massively boost awareness from the home page and on the navigation pages, on all screens; but also new mechanics personalized content, without integration and duration constraints such as the “Collection” offer. The brand is at the heart of recommending content linked to its universe and its values ​​to strengthen its image. We also offer a range of “Playable Ads” formats offering a gamification experience to encourage engagement with partner brands and interaction with streamers, “Shoppable Ads” formats to support streamers in one click towards the act of purchasing and amplify conversion, without interrupting their viewing on TF1+. These new products, launched at the start of 2025, will be opportunities for brands to reach an engaged audience in a premium and brandsafe environment. All while generating concrete results thanks to devices powered by data and technology.