Background information
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.