Lagardère Publicité inaugurates a new format for broadcasting interstitial videos on mobile applications with CANAL + and HAVAS DIGITAL MOBILE (Havas Media Group, France).
To mark the television début of the blockbuster series Borgia, CANAL+ is advertising on the mobile applications of TELE7 and Première magazines using an innovative system new to France.
When the applications are launched, a 30-second video is played announcing the broadcast of the Borgia series starting on 10 October.
The combined strength of this new format on the mobile channel and the qualified audiences of the TELE7 and Première applications (800,000 monthly unique visitors *) enables Lagardère Publicité to fully meet the expectations of CANAL+, which was advised by Havas Digital Mobile, in its search for publicity on the Mobile platform for the Borgia series.
This all-new, high-impact system complements a range of innovative advertising formats deployed on mobile applications by the teams of Lagardère Publicité and Lagardère Active over the last several months: clickable interstitials, HTML5 animated interstitials, HTML5 animated banners and click-to-video banners.
These advertising formats enable advertisers and their agencies to benefit from creative advertising, high-performance campaigns and a high-quality user experience on the mobile platform. A dozen campaigns have used these mobile advertising formats since their introduction.
With this innovative partnership organized by Havas Digital Mobile (Havas Media Group France), Lagardère Publicité confirms its role as a key player in the mobile advertising market and its commitment to remain at the leading edge of innovation.
Borgia is a 12-episode series of 52 minutes each describing the rise to power of the legendary Borgia family in Catalonia, which ruled over the Vatican at the beginning of the Renaissance. The series is produced by Lagardère Entertainment, France's leading producer of television programming.
The TELE7 et Première applications are published by Lagardère Active, France's No. 1 media group on the mobile platform with 5.5 million Unique Visitors over the second quarter of 2011 (source: Médiamétrie).
* Source: OJD (the French press circulation audit bureau), August 2011