Advertisers can now activate 1,000 segments of data on consumer customers of the Mulliez Family Association and Groupement Les Mousquetaires brands in the channels of the TF1, FranceTV, RMC-BFM groups, in addition to Canal+ and M6.
Valiuz, data alliance and management of the 16 brands of the Mulliez family association (including the Auchan group, Decathlon and Leroy Merlin) strengthens its partnerships with French TV channels by announcing three new agreements: with TF1 Pub, FranceTV Publicité and RMC BFM Ads. At the same time, Valiuz announces the renewal and expansion of its current contracts with M6 Unlimited and Canal+ Brand Solutions. This has enabled the company to now claim the position of “leading provider of retail data in the country’s broadcast TV ecosystem”.
These agreements also include data from the Les Mousquetaires Group brands (Intermarché, Bricomarché, etc.) with which Valiuz merged retail media activities. In total, around 1,000 segments are made available to advertisers for targeting their television campaigns both linearly on segmented TV and in streaming on CTVs and boxes. This represents approximately 11.5 million consumers whose purchasing profile is known in detail thanks to receipts linked to loyalty cards, a powerful volume but a little more limited compared to the more than 55 million profiles gathered by Valiuz on the onsite. “We need to get a (second, editor’s note) informed consent from consumers to be able to use their data with third parties, which explains this difference in volume”, explains Alban Schleuniger, retail media leader at Valiuz.
According to our interlocutor, these segments represent a double interest for advertisers. First of all, to focus on consumers who demonstrate an appetite for their products, for a better return on investment. But also to extend the reach of their campaigns to relevant targets thanks to weak signals provided by other consumer segments. “A coffee brand has an interest in exposing its campaign to coffee consumers at Auchan, Intermarché or Chronodrive but also to buyers of coffee mills or grinders at Boulanger,” illustrates Alban Schleuniger. The activation of Valiuz data can be done over-the-counter, with the sales teams of TV agencies, or via programmatic deals.
Given that the two darlings of the advertising market (retail media and CTV) present themselves hand in hand from a cross-channel and cross-retail perspective, we can expect the offer to capture a lot of interest (and budgets). However, the cost of this type of very premium operation may present a barrier. At least for consumer goods sectors with small unit value seeking pure performance, given that this type of campaign converts less than on-site, the consumer not being on the retailer’s site and not being in a consumption logic.
Arguments that Alban Schleuniger brushes aside: “By targeting the right people, the advertiser gets more attention, more clicks and more sales. We measure all these KPIs: in the end, it costs more to activate campaigns without targeting. Not to mention that the channels are developing innovative formats allowing purchases, such as shoppable ads at TF1+.” Valiuz can in fact carry out impact studies on request with the technology providers of partner channels (Mediarithmics or Liveramp), linking advertising exposure to sales, in order to determine the incremental turnover generated. The company was also kind enough to share with us a case study demonstrating the generation of incremental revenue for a cheese brand, without giving us the most valuable information: ROAS (return on ad spend).
