France Télévisions Publicité has reported a record-breaking year in 2024, achieving over €500 million in revenue, a 17% increase from the previous year, largely driven by the success of the Paris Olympic Games.In an exclusive interview with The Media Leader, Marianne Siproudhis, the head of France Télévisions Publicité, highlighted the significance of total Video advertising, which integrates linear TV, digital platforms, and social media to deliver extensive and effective campaigns for advertisers. Looking ahead to 2025, Siproudhis aims to maintain momentum by focusing on thematic content tailored to brand needs, while continuing to enhance technological advancements and promote responsible advertising practices. This strategic approach underscores the enduring value of public service broadcasting in a fragmented media landscape.france.tv is rapidly establishing itself as a leading free streaming platform in France, boasting an impressive catalog of 500 films, over 200 series, and 400 documentaries, totaling more than 49,000 hours of content available to the public. With 34 million unique monthly visitors projected for 2024, the platform not only champions public service values but also attracts advertisers with its minimal ad load of just three minutes per hour. The recent Olympic Games have spurred innovative advertising strategies, enhancing collaboration with brands through thorough video solutions. As the industry prepares for Médiamétrie’s upcoming cross-media measurement launch in 2025, France.tv is poised to leverage advanced measurement tools, ensuring a clearer understanding of audience engagement across both TV and digital platforms.In a recent discussion, FranceTV Publicité’s spokesperson addressed the ongoing debate about YouTube’s claim to be the “leading channel in France.” The spokesperson emphasized that comparing YouTube to customary television is misleading, as TV channels adhere to strict editorial responsibilities and legal obligations, while YouTube operates under a different model. Highlighting the affordability of French television, which is reportedly the cheapest in Europe, the spokesperson noted that this factor is crucial for funding quality content. Additionally, FranceTV is evolving its advertising strategy with a new 20-second ad format, aiming to enhance revenue streams that support high-quality programming. the company’s ADspace platform, launched in 2019, is central to its strategy, facilitating seamless media buying for numerous agencies and buyers.FranceTV Publicité is set to celebrate a decade of innovation and transformation in the media landscape, marked by the rise of digital technology and new advertising metrics. As the company prepares for its upcoming event, Télé.visionnaire 2025, on February 10, the focus will be on the theme of ”complicity,” highlighting the essential role of public television in fostering social connections in a fragmented society. With plans to enhance personalized advertising through AI by may 2025, FranceTV Publicité aims to strengthen its impact across TV, radio, and digital platforms, ensuring relevance in an increasingly competitive market.In a meaningful move for the media industry,Ine Ernotte Cunci has been appointed as the new CEO of a leading broadcasting network,marking a pivotal moment in the association’s commitment to innovation and diversity. With a robust background in digital transformation and content strategy, Ernotte Cunci aims to enhance viewer engagement and expand the network’s digital footprint. Her leadership is expected to drive forward-thinking initiatives that resonate with modern audiences, positioning the network at the forefront of the evolving media landscape. as the industry faces rapid changes, her appointment signals a proactive approach to navigating the challenges and opportunities ahead.
Discussion between Time.news Editor and Expert on France Télévisions Publicité’s Record-Breaking Year
Editor: Welcome, [Expert’s Name]. It’s exciting to see France Télévisions Publicité achieve over €500 million in revenue for 2024—a remarkable 17% increase from last year. What factors do you think contributed most to this significant growth?
Expert: Thank you for having me. The surge in revenue can largely be attributed to the success of the Paris Olympic games, which provided a unique platform for advertisers to reach a broad audience. the integration of total video advertising—combining linear TV, digital platforms, and social media—has allowed for more comprehensive and effective campaigns, reaching viewers wherever they are.
Editor: Marianne Siproudhis mentioned in her interview with the Media Leader that they aim to maintain this momentum in 2025 by focusing on thematic content tailored to brand needs. How significant is this strategic approach in the current fragmented media landscape?
Expert: It’s crucial. As the media landscape evolves, consumers are expecting more personalized and relevant content. By tailoring thematic content to fit brand narratives, France Télévisions Publicité can create a more engaging experience for viewers, fostering deeper connections between them and the brands they see. This strategy not only benefits advertisers but also upholds the principles of public service broadcasting.
Editor: You mentioned the importance of engagement. France.tv is rapidly positioning itself as a leading free streaming platform, projected to attract 34 million unique monthly visitors in 2024. How does this growth impact marketing strategies for advertisers?
Expert: The growth of France.tv highlights the shift towards digital consumption, particularly in a landscape where viewers prefer on-demand content. With over 49,000 hours of available content and minimal ad load, advertisers can capitalize on a captive audience.This allows for the progress of more innovative advertising solutions, particularly ones tied to live events like the Olympics, which can drive viewer engagement and brand loyalty.
Editor: In relation to the ongoing debate about YouTube’s position as a leading channel in France, the FranceTV Publicité spokesperson emphasized the distinction between custom television and platforms like YouTube. Can you elaborate on this?
Expert: Absolutely.The key difference lies in regulatory and editorial responsibilities. Traditional broadcasters like France Télévisions adhere to strict standards of quality and accountability that YouTube does not face. This distinction is essential, especially when it comes to funding quality content. The affordability of French television,touted as the cheapest in Europe,is a significant factor in sustaining these standards.
Editor: Moving forward, FranceTV is adopting a new 20-second ad format to enhance revenue streams. What are your thoughts on the effectiveness of shorter ad formats in today’s attention-scarce environment?
Expert: Shorter ad formats can be incredibly effective, especially for capturing the attention of modern viewers who tend to have limited patience for longer ads. The 20-second format aligns well with today’s consumption habits, facilitating quicker messaging while still allowing for creative storytelling. This could significantly improve ad recall and viewer engagement, leading to better outcomes for advertisers.
Editor: We also see that FranceTV Publicité celebrates a decade of conversion in the media landscape. With plans to enhance personalized advertising thru AI by May 2025, what do you think this means for the industry as a whole?
Expert: The incorporation of AI for personalized advertising could be a game changer. As consumer data analytics become more elegant, brands will be able to deliver highly targeted ads that resonate on an individual level. This shift not only promotes relevance but also helps build trust with audiences, enhancing overall viewer experience. It marks a significant move towards a more data-driven advertising approach.
Editor: Lastly, Ine Ernotte Cunci’s appointment as the new CEO signals a commitment to innovation and diversity. how do you see her leadership influencing France Télévisions Publicité’s direction?
Expert: Her background in digital transformation suggests she will prioritize the network’s digital evolution, ultimately making it more adaptable to changing viewer habits. This can lead to fresh, forward-thinking initiatives that engage modern audiences.By placing a strong emphasis on diversity, she can further enhance the network’s relevance, positioning it well amidst the challenges and opportunities of the ever-evolving media landscape.
Editor: Thank you, [Expert’s Name], for your insights. It’s clear that France Télévisions Publicité is navigating a dynamic environment with innovative strategies that underline the value of public service broadcasting.
Expert: My pleasure! It will be interesting to see how these strategies unfold in the coming years.