Segmented TV is a new feature that has only recently arrived on the small screen. Indeed, it is only since August 2020 that segmented TV has made its appearance. By the end of 2022, it is estimated that 7.2 million households should be eligible for targeted TV, i.e. nearly 16 million individuals and 26% of French households. Local TV, on the other hand, is a medium that brings viewers closer to information about their place of residence. So what are the differences between these two advertising strategies?
Summary of the differences between segmented TV and local TV:
- What is segmented TV and its benefits?
- What is local TV? What are the benefits?
- How are advertisements on segmented TV targeted?
- How do advertisements on local TV work?
- What are the differences between advertising on local TV channels and on segmented TV?
What is segmented TV?
Segmented, addressed, addressable or targeted TV is a method that consists of broadcasting different TV spots according to the interests of the viewers. The aim of this new marketing strategy is to revitalise the TV advertising offer and to offer solutions that are more adapted to the audience.
Some figures on the television advertising market:
- The TV advertising market in France was worth €11.9 billion, according to Kantar in 2020
- An estimated 7.2 million households will be eligible for targeted TV by the end of 2022
The benefits of segmented TV
Segmented TV represents a real opportunity to reach targets precisely. Socio-demographic segments and data collected on TV programmes offer great targeting at national level. Addressed TV combines the power of the small screen with the personalisation of digital.
In summary, for advertisers addressed TV allows:
- Reach a specific target quickly
- Create less expensive but equally effective advertising campaigns
And for viewers:
- The assurance of watching commercials to their liking
There is a real market expectation on the part of users but also on the part of advertisers, since they will be able to broadcast ultra-targeted campaigns and avoid the waste of mass targeting.
What about local TV?
Local TV is a TV channel that broadcasts to a limited area, such as a region, and not to the whole country.
Television remains the primary source of information in French homes. Local television channels present 200 local reports every day, and hundreds of documentaries every year, both on air and on their digital platforms.
What are the benefits of local TV?
According to a TF1 Pub study from 2021, two thirds of French people consider that sending ads adapted to people's geolocation is a good idea.
The benefits of local television:
- To be close to the everyday life of the French
- Encourage viewers to consume locally
- Have a positive impact on the local market economy
- Enable greater proximity to local brands
- Strengthen the link between individuals and their region
So, by broadcasting your advertising campaign on local TV, you will win the hearts of the French!
How are segmented TV ads targeted?
It is the operators, via the Internet box of the ISPs (Orange, Free, SFR and Bouygues), that the personal data of individuals (socio-demographic data, geographical data or behavioural data) will be transmitted to advertising agencies and then to advertisers.
Major TV channels have started segmented advertising such as:
- FranceTV Publicité: the channel is enriching its TV offer and has more than 100 segmented TV campaigns already broadcast, more than 16 loyal advertisers, 4 of whom have already broadcast at least 3 campaigns (Renault, Prévifrance, Solimut and Boursorama)
- M6: the channel wishes to offer differentiated advertising messages according to the desired target within the same TV advertising screen. And it is since April 1, 2021 that the national channel, and its 30 advertisers, has been broadcasting its advertising campaigns. M6 has an audience of 3.5 million households
- TF1 Pub: more than 80 campaigns carried out since the beginning of 2021
How do advertisements on local TV work?
Advertising on local TV channels is the targeting of people in a specific region, the main criterion of local TV broadcasting is: geolocation. It is then possible to do as on national channels, TV sponsorship or classic TV spots.
For example, BFM TV has created 8 new regional channels:
- BFM Paris
- BFM Lyon
- BFM Marseille-Provence
- BFM Grand Lille
- BFM Grand Littoral
- BFM DICI
- BFM Nice Côte d’Azur
- BFM Toulon Var
What are the differences between local and segmented TV ads?
To put it simply, local TV is symbolised by channels dedicated to a specific region, unlike segmented TV which broadcasts its programmes through ISPs (Orange, Free, SFR and Bouygues) in order to correctly target its viewers (men, women, professional situation, etc.).
The advantage of carrying out advertising campaigns via local TV is that it makes local businesses known and reaches viewers more closely, whereas via targeted TV, the advertising spot will specifically reach the types of people in relation to their jobs and interests.