Taking advantage of the increased convergence between internet and TV, the French start-up ClickOn offers digital marketing solutions for TV. Co-founder calls on the EU to intensify its efforts to lower the remaining barriers to access to finance.
|Date of creation||2011|
|Number of employees in Europe||7|
|Active in||Mainly European digital market|
|Founder||Baptiste Brunin and Pierre Figeat|
|Funding||Personal funds and Love Money at the launch. We then activated all the regular sources like Scientipole Initiative in France and OSEO.
We made a first round of 300K€ with 2 investors in January 2014.
TV and digital are increasingly converging. The technical solutions that bring these two media together are gathered under the buzz world Connected TV, one of the areas that former Digital Commissioner Neelie Kroes had been working on (see here).
French start-up ClickOn takes advantage of this evolution by bringing digital advertising and its benefits to the TV world. By offering this new service, the company contributes to the creation of new revenues for broadcasters.
An interactive experience for viewers
ClickOn provides applications that enable the creation of interactive TV advertising campaigns. These allow viewers to buy a product, collect a coupon or receive a voucher directly on their TV.
For example, ClickOn launched with the French public broadcaster France Télévisions the first worldwide interactive advertising campaign for TVs allowing the display of interactive service (Hybrid Broadcast Broadband TV).
The campaign was for a French bank, la Caisse d’Epargne, and viewers could enjoy promotional offers for opening an account directly from the ad. They could also, if they wished, leave their details and select a time slot to be reminded later.
The innovative spot attracted particular media and consumer attention in France, presaging a particularly promising future in this field.
Better measurement for advertisers
One of the specific benefits of digital for advertisers is the possibility to measure the effectiveness of their campaign by analysing the active engagement of users with their ads. With ClickOn, this is now possible on digital TVs.
“Our solutions bring exploitable data to television, which is still today a powerful media but a passive one where it can be difficult to analyse, measure and maximize return on investment. In this sense, our solution allows to think advertising differently and hopefully will become in the near future part of the media ecosystem”, explains co-Founder of ClickOn Pierre Figeat.
And innovation in this field is not yet to finish.
“For the new offers that we’re currently developing, users’ data are key to our success and a vector of innovation within our company. For example, we provide a brand new service for agencies and advertisers that enables them to measure the amount of users visiting a website after they viewed the TV spot”, he adds.
Innovation and privacy need to be balanced
For Pierre Figeat, while data is an important vector for innovation in the digital world, privacy needs to be respected. Data protection rules should balance both interests:
“On the one hand, data allows innovation within companies, where it is mainly used to offer customised products and enhance user’s experience. In that sense, data contributes to innovation and is a real need.
On the other hand, some uses of data don’t necessarily bring innovation and are on the brink of privacy intrusion.Policy recommendations should be balanced against data driven innovation, stimulate best practice, increase consumer awareness and protect privacy.”
Better access to finance is critical for digital innovation
“Barriers to innovations in Europe directly act as barriers to internationalisation for European companies”, explains Pierre Figeat.
“Today, those barriers in Europe are access to finance and the shortage of skilled labour. They affect companies in a different way depending on their size and their business activity.
As a consequence, policy makers should take into account the differences that exist between country groups in the EU and target different needs accordingly.”
As regards the specific issue of access to finance, Pierre Figeat reckons that efforts have been made in the EU. However, in his opinion, more efforts are needed to truly foster financial development and overcome the fragmentation of national markets for risk capital.
“There is room for a multilateral country surveillance exercise that could screen national regulations impeding the activity of venture capital funds or business angels such as restrictions on investment rules for institutional investors.”