Lagardère Publicité launches a REAL TIME TV digital offer

At a time when TV viewers increasingly engage in multi-tasking on another device, the Digital division of Lagardère Publicité is proposing an innovative REAL TIME TV offer.

In partnership with TVTY, the Lagardère group’s advertising network is now offering advertisers an opportunity to increase the coverage of their TV campaigns in real time, and their retention, thanks to a media plan optimized for multiple devices.

By synchronizing TV commercials during their broadcast, the latter are instantly recognized and automatically relayed to Lagardère Publicité’s entire digital offering (websites, as well as mobile phone and tablet apps).

According to Alix Pandrea, COO of the Digital, Entertainment Print Media and Cinema divisions: “Multi-tasking while watching TV has clearly become a generally accepted practice since 76% of the French use a second device while watching TV programmes (CSA-NPA Conseil survey, 2013). The increasing use of digital devices in conjunction with TV viewing is prompting us to offer new digital advertising plans.
This innovation has a twofold objective: increase the attention span, retention and involvement of TV audiences by reaching them again on their digital devices, and offer incremental coverage by also reaching audiences not exposed to TV.”

Eliott Reilhac, CEO of TVTY, adds: “We are delighted to embark on this partnership. The premium digital audience proposed by Lagardère is perfectly aligned with TVTY’s value proposition. Advertisers will be able to reach this prime target in sync with their TV spots, thus extending their reach and maximizing their effectiveness.”