TF1 Publicité and cooperate in order to demonstrate the real impact of targeting on Toyota's digital campaign performance

Paris, 07.01.2014. TF1 Publicité has partnered with, Europe’s leading specialist in digital target group marketing and brand engagement measurement, to drive advertising campaigns on desktop computers. The offer includes the marketing of display and video formats on all TF1 media brands (such as MYTF1, Eurosport, WAT and MYTF1NEWS).

The goal of the partnership is to:

  • Increase the effectiveness of online advertising, by optimising their distribution and offer more efficient targeting for users.
  • Measure the brand impact of the campaign with’s Branding Solutions. The measure of effectiveness is based on three criteria: brand awareness, brand affinity and purchase intention.

TF1 Publicité now has new offerings based on the following three segments:

  • Socio-demographic segments: 11 criteria, including gender, age and CSP (Catégorie Socio Professionnelle)
  • Product interests and consumer behaviour segments: 16 audience profiles representative of major advertisers' marketing targets e.g. "Car Enthusiast", "LOHAS" or "Savers & Investors"
  • Taylor-made segments with up to 80 variables, grouped into 5 categories: socio-demographics, affinity, purchase intention, consumer habits and product interests.

By adding targeting to its existing catch-up TV offering, TF1 Publicité has strengthened its market leadership, as it can now better meet the needs of advertisers’ increasing demands related to data and targeting.

Toyota – on the advice of its media agency Zenith (ZenithOptimedia Group) – is the first advertiser to benefit from targeting and its Branding Solutions on TF1 Publicité’s networks.

To promote its hybrid cars in October 2013, Toyota chose to use video ads on the TF1 network, targeting two "taylor-made" segments:

  • Car enthusiasts, aged 25-64 and CSP+
  • LOHAS, aged 25-64 and CSP+

Both pre and post-exposure tests were conducted to measure the performance of the campaign. In order to compare the results of the two targeted campaigns, TF1 Publicité and also launched a non-targeted campaign.

The excellent results of the post-exposure test showed an undisputed impact of the two targeted campaigns. They both increased brand awareness, brand affinity and purchase intention for the Toyota hybrid range:

  • between +9 and +13 points on awareness among targeted vs. simple exposed users to the campaign.
  • between +7 and +8 points on affinity with targeted vs. simply exposed users to the campaign.
  • between +6 and +10 points on purchase intent from targeted vs. simple exposed users to the campaign.


About Zenith:

Zenith (ZenithOptimedia Group) manages consulting and media acquisitions for advertisers such as Nestle, BPCE, Kering, Toyota, Pierre Fabre, Sanofi, GDF SUEZ, Bacardi-Martini, SCA, Clarins Group ...
The media / marketing landscape is characterised by three components: the abundance of data, increased speed and faster multichannel distribution. To tackle the situation and address this shift in all its various aspects, we believe that the focus should lie with human expertise. With the ability to understand, analyse and transform data into creative experiences, our talents balance rationality and emotions on behalf of brands. We are not a media buyer but much rather a global communication consultancy and marketing partner.

About Toyota:

Toyota France, established in 1971, sells Toyota and Lexus cars in the French market through a network of 303 automobile dealerships. In 2013, Toyota France sold about 78,000 cars and light commercial vehicles, of which the Yaris family – built in the Valenciennes-Onnaing plant in France – generated 40% of total sales. As a pioneer in the distribution of environmentally friendly cars, the group ultimately marketed 11 "100% Hybrid" Toyota and Lexus models in France in 2013, which – as of this year – amounted to approximately 30,000 sales.

About TF1 Publicité:

TF1 Publicité , the first multimedia group in Europe, sells advertising space on the TF1 channels TF1, HD1, LCI, Eurosport, TV Breizh, Stylia, Ushuaia TV, Histoire, the Disney and Turner groups and TF6’s channels beIN SPORT and Numèro 23. It also ensures, among others, the control of advertising space for the websites, MYTF1 News,,,,, and The company’s board continues to implement its digital strategy for visual platforms such as television, IPTV, web, mobile and tablets, for the TF1 group’s brands and audio-visual rights. In the radio market, TF1 Publicité sells advertising space for Indés Radios and Radio MFM as well as the free press radio station Metronews.

TF1 Publicité offers its advertisers differentiated and tailor-made types of publication, based on the diversity and attractiveness of the advertising platforms it supports:

TF1: ± 32 million daily viewers
MYTF1 (website and IPTV): Number one catch-up TV provider
MYTF1 (mobile and tablet applications): 5.4 million downloads
Indés Radios: ± 8.5 million daily listeners
Metronews: ± 3 million daily readers

For more information, visit 

About AG is the leading provider of target group marketing and supplier of brand engagement measurement in digital media. makes it possible for advertisers, media agencies and marketers to significantly increase the effectiveness of their ads by delivering them to more relevant target groups. Branding campaigns in particular can be implemented more efficiently in the display and video sectors, but also in the mobile sector. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. is opening up new potential with its intelligent data management solution. With this solution, highly-specific audiences are targeted effectively on the basis of intent data. In 2013, launched Programmatic Premium Solutions, a solution which combines automated marketing of premium inventory with reliable target group data to guarantee higher-quality, wider-ranging, more effective RTB premium campaigns. The unique approach of the Predictive Behavioural Targeting makes it possible to enrich simple usage data with survey data about socio-demographics, product interests and lifestyles. This process utilises predictions (statistical profiles) without using any data that can be traced to individual users. That is why was the first provider of targeting services to receive the Privacy Seal by the Independent Centre for Privacy Protection Schleswig-Holstein (ICPP). In Europe, the product is also certified with the European Privacy Seal, EuroPriSe. was awarded the "Red Herring 100 Europe“ and the "European Seal of E-Excellence“ in 2008. As of 2010, is a company of Deutsche Post DHL.

The clients of include BBC Worldwide, AT Internet, IGN Entertainment, SevenOne Interactive, Axel Springer Media Impact, OMS, IQ media, Ströer Digital Media, Microsoft Advertising, Unister Media, Glam Media,, Zed digital, OMD, Carat, VivaKi, Starcom and others. In addition to its headquarters in Berlin, has offices across Europe, including Warsaw, Paris, Copenhagen, Amsterdam and London.

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