Case Study: France Télévisions achieves increased advertising revenue and doubled email open rates with Oracle Marketing Cloud

France Télévisions Puts User Data at the Center of Operations with Oracle

France Télévisions, France’s leading audiovisual group with six national channels and a large digital footprint, needed to put user data at the center of operations to improve audience targeting, personalization, and advertising revenue. The broadcaster faced challenges activating vast amounts of behavioral data in real time, strengthening audience segmentation for advertisers, increasing acquisition and retention, and remaining compliant with its “Data Friendly” policy and GDPR.

France Télévisions migrated from a legacy Salesforce setup to Oracle BlueKai and Oracle Marketing Cloud, integrating the platform with its ad servers and CRM and working with Oracle Advanced Customer Services on training and governance. The result: richer first- and third-party data unification, over 300 data-driven campaigns across 95 segments, doubled email personalization open rates and 2–3× higher open/click rates overall, increased app downloads and CPMs, and improved audience acquisition, engagement, and advertiser offerings.

France Télévisions

Valentin Vivier

Head of Data Projects