This week’s egtabite puts the spotlight on an innovative new offering, launched by French sales house FranceTV Publicité to revolutionise the shopping experience and support the development of e-commerce: Time To Shop. The Time to Shop offering allows e-retailers to combine tools such as enhanced pre-rolls, e-buyers data segments, QR codes and more to get their advertising message across, enhance user engagement and drive traffic.
A focus on e-merchants
While the trend is not new, the covid crisis did accelerate the process: 85.5% of French Internet users now buy on the Internet, with an average of 33 purchases per year (source: Chiffres & tendances du web 2022).
For e-retailers, whose turnover in 2020 was € 101.8 billion (112 billion dollars) according to the French e-commerce federation FEVAD, the trend brought to light new challenges concerning visibility, discoverability and lead generation. FranceTV Publicité took up the challenge by launching Time to Shop, an offer 100% dedicated to e-merchants.
Unprecedented in the advertising market, this turnkey offering combines an enhanced video experience, QR code shopping, buyer targeting data and an increase in ad frequency on the most efficient days and time slots on france.tv. This is where the originality and strength of the offer lie: bringing together the best ingredients in terms of format, targeting and distribution strategy to meet the three challenges of e-merchants.
Tested and approved
The first advertiser to experiment with this four-screen shopping experience was French supermarket chain E.Leclerc, which wanted to highlight the new collection of its Le Manège à Bijoux jewellery brand, encourage user engagement and generate traffic to their e-shop. For the occasion, FranceTV Publicité created two bespoke experiential formats adapted to the uses specific to each device.
For OTT (desktop, mobile, tablet) the sales house designed an interactive pre-roll integrating an e-shopping module. This impactful format amplified the message of the spot, highlighting the flagship jewel and with a clear call to action referring to the new collection.
FranceTV Publicité also developed an interactive format specific to IPTV via a Shopping QR code embedded directly in the spot which, on scanning, made it possible to discover all the brand’s flagship products.
To maximise the effectiveness and performance of the campaign, ‘e-buyers’ were targeted while increasing the ad frequency during france.tv connection peaks.
This strategy proved a real success with a click rate 4 times higher than the average and the renewal of the campaign by E.Leclerc.
An offer in perpetual [R]evolution
To further support these e-commerce players, FranceTV Publicité recently enriched its catalogue with 2 new products: Sectorial (for specific sectors) and Local (location-based).
Studio Shopping Secto offers a range of creative video formats developed specifically for five sectors (clothing, automotive, DIY-deco-garden, travel, culture-leisure). More visual creations for some, more promotional for others.
Geoshopping offers enriched video formats in OTT and, once again, is new on the market, integrating location-based modules with creative adaptation according to location, display of the store closest to the user, distance and opening days and times.
“As the media ecosystem continues to evolve, it’s important for us to keep innovating, pushing the envelope and meeting the needs of our advertisers. Our Time To Shop offering does exactly this, and we’re delighted with the first results, bringing both efficiency and innovation to e-retailers,” says Élodie Trouilly du Penhoat, Deputy Marketing Director Digital-Innovation-Data at FranceTV Publicité.
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 381: FRANCETV PUBLICITÉ SUPPORTS E-COMMERCE WITH TIME TO SHOP