The last few years have seen concerted efforts by European broadcasters to enable small and medium-sized enterprises (SMEs) to advertise on TV, including the release of RTL AdAlliance’s AdManager last year, and the UK launch of Comcast’s Universal Ads in June.
TF1 PUB, the ad sales house of French broadcaster TF1, has proven particularly agile on this front, announcing regular updates to its commercial offering to make it easier for smaller advertisers to run ads on the TF1+ streaming service. And streamlining access for advertisers is the basis of the sales house’s 2027 roadmap unveiled this week, which includes new products, partnerships and AI tools designed for performance campaigns.
“TF1 PUB presents its strategic roadmap for 2027 with a clear ambition: to make access to its advertising offers even easier and to boost campaign performance,” the sales house said in a release on Wednesday.
Connecting channels for SMEs
Following two years of establishing its offering for SMEs, including the launch of the self-serve TF1 AdManager platform and new performance measurement tools, TF1 PUB has outlined five pillars behind its strategy for 2027: the development of new ad formats; the expansion of addressable and targeting capabilities; enhanced accessibility for all advertisers; full-funnel measurement tools; and the use of AI for simplifying ad trading.
For the first pillar, the sales house is launching Carousel Retail Ads and Content Styling formats, which the broadcaster calls “new immersive and interactive solutions that promote brand visibility across all connected screens.” Much of TF1’s offering is based around the ability to run ads across multiple channels; a new product called Puissance Max allows advertisers to buy placements that appear across TV, addressable live and streaming environments.
The business is also expanding its data and targeting capabilities, with more than 1,500 targeting segments available, according to the company. These include partnerships with retail media and data platforms, such as leboncoin and Valiuz, which can be activated when deploying campaigns on TF1+. The sales house also works with Amazon Publisher Cloud to bring Amazon’s purchase and browsing signals to TF1 campaigns, reporting an 80 percent retention rate among advertisers who have already tested the solution.
Building full-funnel measurement
In terms of measurement, the company announced the TF1 Efficiency Framework, a suite of full-funnel solutions within TF1 AdManager to help advertisers measure and optimise their linear TV and streaming campaigns. These include a ‘Brand Simulator’ that allows clients to estimate or post-test the branding effictiveness of their campaigns, using a predictive module to calculate average gains on brand lift or awareness. When it comes to conversion, the suite also includes KPIs to measure in-store or on-site traffic, in partnership with Okube and Data Circle solutions.
Meanwhile on the AI front, TF1 PUB is launching a network of ‘Autopilot’ agents in TF1 AdManager that can support agencies and advertisers “at every stage of a campaign’s lifecycle.” Starting in early 2027, the platform will house ‘Autopilot Explorer’ agents dedicated to targeting, recommendations and performance analysis of campaigns, followed by the launch of ‘Autopilot Trading’ agents for the orchestration of cross-video campaigns.
“In a context marked by the fragmentation of uses, TF1 PUB relies on its leadership around premium and attention-generating contexts, while consolidating its technological capabilities amplified by artificial intelligence, to build a unified and efficient video experience, accessible to all advertisers,” the company said in the announcement.
Making performance TV sustainable
The new roadmap builds on “strong enthusiasm” for the SME offering, according to TF1 PUB, with more than 1,500 new client accounts created since the initial launch of TF1 AdManager. “Initial feedback from advertisers is very positive regarding the business impact of the campaigns run,” said the company.
The sales house additionally noted the impact of TF1’s distribution agreement with Netflix launched last year, which integrated the broadcaster’s live channels and on-demand content into the streaming service in France. According to the group, TF1+ recorded a 30 percent increase in viewing hours this summer, leading to average campaign reach increase of 15 percent compared to summer 2025.
Finally the company reiterated its commitment to sustainability and accessability, citing its low-carbon offerings capable of reducing the footprint of campaigns on TF1+ by up to 51 percent, alongside its ‘Low Carbon Challenge’ awareness workshops. TF1 PUB also announced that from 2027, the majority of campaigns broadcast on the group’s channels will be required to include subtitling and audio description.
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