Orange launches interactive advertising in France

Orange has launched an interactive advertising service in France on its IPTV platform 'Orange TV', following a successful trial with CitroŽn in November 2008 across 10,000 French households.

Interactive advertising campaigns are now being broadcast to all Orange TV customers, representing over 2mn households. CitroŽn has decided to use interactive advertising to publicise its 90th anniversary on Orange's sport info channel in a campaign launched on September 9th of this year, and reportedly plans to run further interactive advertising campaigns between now and the end of 2009.

The new service enables advertisers to convey their message using interactive banners superimposed on the screen during advertising spots, enabling viewers to go directly to the advertiser's dedicated website via their television - a new form of advertising called 'Showcase' or Dedicated Advertiser Location (DAL). Viewers can thus access a mini interactive site dedicated to the advertiser, featuring additional product information, such as photos and videos, as well as request documentation, book a vehicle test drive and obtain a list of sales outlets.

"With this innovative technology, advertisers will have new opportunities to develop richer and more interactive forms of communication," said Paul-FranÁois Fournier, Executive VP of Orangeís Audience and Advertising Activity. "Already available on Orange sport info, interactive advertising will be available on Orange sport by the end of the year [...] The move from mass-market communication to personalised communication, thanks to interactive advertising on IPTV, enables advertisers to encourage viewers to create their own viewing experience with the brand. Itís a great step towards re-energising the TV advertising medium."

Orange stated that it also plans to trial this new form of advertising in other countries where it operates, such as Poland and Spain.