Adobe Customer Story

20 million user experiences TF1 Group is conducting its digital transformation using Adobe Audience Manager to centralize the company’s data.

“Adobe Audience Manager has enabled us to centralize the data from our different platforms and optimize our advertisers’ and our audience’s customer experiences.”

Olivier Abecassis, Chief Digital Officer of TF1 Group

SOLUTION

Adobe Experience Cloud, including the Adobe Audience Manager solution

RESULTS

20M ACTIVE USERS by the end of 2017

Better ADVERTISING segmentation

GROWTH in digital revenue

→ Optimization of the CUSTOMER EXPERIENCE Adobe Customer Story

TF1 Group Changing while reinventing its business Founded in 1974 “We are using Adobe Audience Manager to strengthen our digital transformation and go from multiscreen 3450 employees broadcasting to multiplatform logic,” explains Olivier Abecassis, CDO of TF1 Group. TF1 Group’s audiovisual offer was built around the TF1, LCI, HD1, TMC, NT1, TV Breizh, Histoire, and Ushuaïa TV channels and was Paris, France supplemented by its digital offer on the MyTF1 website. “We are in a new ecosystem that combines broadcast www.groupe-tf1.fr and digital with totally different consumer habits. We are, of course, adapting our content offering to our audience and to these new habits, but above all, we are working towards offering new customer experiences to our advertisers and our audience,” he adds. GOALS TF1 Group’s digital transformation is reinventing its business as a producer and broadcaster of audiovisual • Refine its customer knowledge content. Television is no longer the only media outlet that can offer series, shows, or films. It now constitutes • Offer precise targeting for ad campaigns the nexus of a multiplatform system that offers a multitude of ways to watch content. “We are embracing digital innovation to identify – or even anticipate – changing habits and adapt our offer to them,” says • Personalize the customer experience Olivier Abecassis. with content recommendations • Increase digital’s share in the company’s The first stage of this innovation process begins with integrating digital into its broadcasting ecosystem, even results if it means shaking up hierarchies and old mindsets. The French drama “Bright-eyed Revenge” was offered as a paid subscription on MyTF1 before being broadcast on the TV channel without cannibalizing audiences. “The Young and the Restless” has become a VOD bestseller. “There are 40 million French people on the Internet, and probably around 30 million use on-demand services. We are experimenting and testing without a priori assumptions in order to develop our broadcasting model,” explains Olivier Abecassis. Diversifying the content Use case offer should help the company expand its audience to include viewers who prefer digital media to television. • Get a 360-degree view of your customers Adobe Audience Manager centralizes and aggregates the company’s data • Activate and expand your audience The second stage consists of putting data at the core of its strategy. TF1 Group is entrusting Adobe Audience Manager with the major role of aggregating the company’s data. “Data is indispensable to us if we are to better understand our customers, their behaviors, and their expectations. We need close, intelligent analysis based on objective data,” believes Philippe Toublant, Deputy Director of Data at TF1 Group. Adobe Audience Manager’s objective is to centralize the company’s data so it can be analyzed more easily and then pushed to all the departments and business units. The challenge is twofold: 1. Promote better ad targeting 2. Offer its audience differentiated, contextualized content experiences Adobe Customer Story “Segmenting our audience based The Adobe data management platform enables the company to aggregate MyTF1 assets (IP TV, Android, on data analysis has enabled us iOS, and Web), sites for the Teleshopping MyTF1 VOD group, and other sites for shows produced by the company. “We are working on ad targeting and product recommendation on digital media. Thanks to the to offer new advertising solutions DMP project based on the Adobe Audience Manager platform, our advertising department can now offer data- for our clients and differentiated driven solutions,” clarifies Philippe Toublant. Advertisers can choose screens according to consumer targets and contextualized content or consumer interests. They target audiences that precisely correspond to their advertising strategy which experiences for our audiences.” maximizes the impact of their message and the effectiveness of their marketing campaigns. Philippe Toublant, Deputy Director of Data Increasing digital revenue at TF1 Group Today, programmatic advertising and content diversification on platforms are helping boost digital revenue. The next stage leads to content personalization according to which member of the household is logged into the television. “We recently changed our login system on the MyTF1 site. Our goal is to have a base of 20 million active digital users within 1 year,” says Philippe Toublant. Comprehensively cross-referencing data from all of TF1 Group’s sites is going to improve audience segmentation, optimize customer relations, and enable the company to undertake cross-selling operations. “The Adobe DMP has enabled us to centralize data. At present, we are classifying the company’s internet users in order to determine their behavior, identify profiles and desires, while gaining insights that will help the CRM activation and the on-site activation so as to personalize our offer,” explains Philippe Toublant.

Personalizing the customer experience and content Because ultimately, personalizing customer experiences is still the company’s main objective. “The customer experience is the key to our digital transformation,” explains Olivier Abecassis. TF1’s approach to data, combined with content delivery experimentation, will help it determine different customer journeys. In B to B, the company has demonstrated its capacity to offer effective, targeted, and segmented advertising offers. In B to C, the challenge is its capacity to innovate and deliver the right content experience at the right time. “The younger generations know YouTubers better than our star broadcasters. Innovation is a test-and-learn process: experimenting with new programs, looking for the complementarity of broadcasting among the platforms, and creating new opportunities,” he believes. Adobe Customer Story

Ultimately, TF1 Group sees the development of customer knowledge as the bedrock of segmented television, with an offer that is personalized according to which member of the household is logged into the TV. “Adobe Audience Manager has enabled us to centralize data, analyze it, understand it, and create new models and new offers. In the more distant future, we would like to provide insights into programming and on-air product marketing so as to make it easier to buy series and optimize our programming,” concludes Philippe Toublant.

SOLUTION USED Adobe Experience Cloud, including: • Adobe Audience Manager

For more information, visit https://www.adobe.com/data-analytics-cloud/ audience-manager.html

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