TF1 to accelerate its digital strategy with TF1+
October 4, 2024 11.05 Europe/London By Julian Clover


TF1 says it wants to accelerate its digital strategy by unveiling an advertising roadmap for streaming.

The goal is to make TF1+ a reference platform for ‘full-funnel’ marketing, a strategy that follows the lifecycle of a consumer from brand awareness through to the act of purchase, as well as supporting brands across their digital strategy.

Advertising agency, TF1 PUB, is launching a complete suite of technological solutions and tools. These include Shoppable Ads, being introduced in 2025, which will facilitate consumer interaction and conversion. Consumers will be able to purchase items in one-click, without leaving the TF1 environment.

A range of Playable Ads formats offering a gamification experience to encourage engagement with partner brands and interaction with streamers.

TF1 is also adopting a ‘data-driven’ approach with Graph:ID. The tool, which will be launched in January 2025, will act as a new single entry point for TF1+, TF1 Info and TF1 PUB users, allowing audience targeting to be refined.

Rodolphe Belmer, CEO of the TF1 group, says that this initiative will make TF1+ ‘a pioneer of digital marketing in France’. “We designed TF1+ as the first platform to fully use technology, data and the plasticity of digital to embrace the entire consumer lifecycle, and thus enable brands to deploy their digital strategies”.

A complete programmatic offer will be available on all formats from 2025, through global tech partners such as FreeWheel and Magnite.