FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting.
AI turns campaign briefs into Total Video plans
FranceTV Publicité (FTP) has launched ADspace•ia, an AI system that recommends, buys and analyses Total Video campaigns, live from 22 September 2025. It ingests campaign objectives, target definitions, formats and budget to deliver a recommended mix across linear, BVOD/CTV and addressable TV (ATV), aligned to current inventory and pricing.
Inputs include advertiser and product profiles, budget tiers, creative duration (15, 20 or 30 seconds for launch), target contexts based on Médiamétrie data and flight dates. Outputs include delivery metrics, with attention and carbon indicators. Buying teams can adjust or validate the proposal before activation by FTP.
The engine is trained on a dataset of approximately 8,700 linear campaigns and 300 CTV/BVOD/ATV campaigns from 2024–2025. It connects with market tools to simplify tracking and reporting.
Established foundations linked to the market’s ecosystem
FTP’s original booking and campaign management platform, ADspace, has operated since 2019 and is well established in the French market, with 45 agencies connected, nearly 200 daily buyers and around 60% of FTP revenue passing through the platform. ADspace•ia was announced and went live to market in September 2025. Its roadmap extends over three years, with self-service functionality planned for the first half of 2026, sponsorship activation in the second half of 2026, and full convergence of ADspace and ADspace•ia expected by 2028.
ADspace•ia integrates with Médiamétrie for cross-media coverage and Freewheel for digital delivery. API connections with agency data stacks, including Havas Converged and GroupM Choreograph, are being established to streamline data exchange and post-buy reconciliation. A workflow connection via Popcorn Media (the most used media planning and buying software in France) supports campaign coordination. Automatic deal-ID creation provides a pathway to programmatic activation through buyers’ DSPs.
Advertisers can already activate AI-driven mixes
At launch, ADspace•ia is available as a managed service that converts a brief into an inventory-aware Total Video plan. Buyers provide a brief, the system proposes a channel split across linear, BVOD/CTV and addressable TV, with delivery, attention and carbon indicators surfaced for review before activation by FranceTV Publicité:
Activation format: AI-recommended Total Video plan across linear, CTV/BVOD and ATV, executed as a managed service.
Inputs: Campaign objectives, target definition, budget, creative format and flight dates.
Data used: FTP campaign history combined with real-time inventory and market performance data.
KPIs reported: GRP, CPM, reach, attention coverage (from FTP and Ipsos studies) and carbon footprint (from DK).
Access model: Free to use at launch, with managed execution.
Who for: Agencies and advertisers, with applicability for SMEs and local brands.
With ADspace•ia, we are reaching a new milestone. We are enhancing our media planning and purchasing platform with AI to enable our partners achieve greater fluidity, relevance, responsiveness and media efficiency. We provide a wide range of premium public services, and our role is to master our knowledge of our audiences while simplifying access to effective media planning. ADspace•ia represents a significant strategic advance for our market and strengthens our position as a pioneer in total video offerings.
CEO, FranceTV Publicité
Source: egta.com
OTHER CASE STUDIES
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
HOW BMW USED A COUNTDOWN TO HOLD ATTENTION FOR TWO MINUTES
24. 2. 2026The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption. In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast. In this case, the ITV campaign… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE
24. 2. 2026Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
23. 2. 2026Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where… Continue reading INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER