Online Television: interview of Kim Younes, M6 Publicité

La Netletter - juin 2018

Which of your video content is most successful on digital screens? Has this new audience led to a change in the group’s core target?

The 6play online television service forms the core of M6 Group’s video offering, with over 1.3 billion videos watched in 2017 and a high level of commitment on the part of web users. They spend an average of 1h10 minutes* per day on the platform, all screens combined. They enjoy the same programmes there as on linear television, with a particular preference for events and fiction. While the audience of 6play is slightly younger and slightly more female-oriented than that of our channels, the M6 group's core target is still broad and based around under 50 year olds. Our strategy involves continuing to develop high-quality programmes for this group while developing other forms of content related to the new practices. This is what we implemented with the Golden Network creation studio and media, which was specially designed for Millennials.

For campaigns, do you systematically propose plans on four screens? How do you measure the complementarity of the TV/web campaigns?

We market all of our catch-up schedules on four screens: computer, smartphone, tablet and IPTV. IPTV is a popular device thanks to its viewing comfort and joint audiences, and it now accounts for the majority of television consumption. Purchasers can either choose a specific programme context or an affinity audience, depending on their communication objectives. We measure the complementarity of TV/web campaigns using campaign assessments that we carry out with Médiamétrie, particularly through its XCR offering.

Which format types do you offer (skippable/non-skippable adverts, pre-roll, mid-roll, etc.)?

6play is the extension of the M6 Group stations. The listening agreement for this is the same as for linear television and public research shows that advertising is widely accepted. We offer non-skippable formats, pre-roll and mid-roll, and we optimise their exposure using the OptiExpo feature which we initiated on the market and which guarantees that advertising spots are read before the programme is read. In this way, we deliver very high performance levels to our customers, with an average rate of 97% for visibility and 96% for completion.

*Source : Médiamétrie - 4-screen TV study, September 2017-March 2018

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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