AdManager by RTL AdAlliance, the self-service platform from the international media sales house of RTL Group, aims to give international advertisers, who previously faced barriers in accessing premium, brand-safe video inventory, direct, scalable access to video content from some of the most popular European broadcasters and media brands.
RTL AdAlliance says the platform allows agencies and brands segment ad inventory from premium broadcasters such as RTL or Warner Bros. Discovery in Germany, Viaplay in Finland as well as leading CTV players.
The platform is gradually rolling out its entire media collection of Big Screen media brands from Germany, Italy, Spain, the Nordics and France. Advertisers of all sizes can leverage a high-quality media offering seamlessly integrated across all channels.
Brands can easily create, manage and monitor advertising campaigns on a premium digital portfolio, track their performance and make adjustments in real-time, ensuring their ads are reaching the right audience.
Within the storefront, advertisers and agencies can select between curated media packages compiled to reach clearly defined audiences within corresponding media environments. All packages can be customised to further distinguish target markets, media portfolios and audiences. Advertisers can address specific audiences and attune campaigns to premium entertainment segments for special occasions, capitalising on festivities, world-class sports events and cultural moments across several markets at once.
RTL AdAlliance launches AdManager
“ Today, advertisers and agencies have a
fundamental need for simplicity in European media buying,” commented Oliver Vesper, CDO and deputy CEO RTL AdAlliance.“ By introducing the AdManager by RTL AdAlliance, we take a significant step to make navigating through our total video universe in all European markets as simple as possible, providing key information, guidance for media planning and buying: Reach the audiences you want, pay only for what has been delivered, and access all relevant campaign information with just a few clicks.”
“ We are putting our premium content from leading broadcasters in Europe, CTV and video publishers into the spotlight, making it easier for our clients to grasp the high-quality media offer across all channels and plan impactful campaigns in one location. Our ad manager aims to set new standards to truly
Advertisers of all sizes can leverage a high-quality media offering seamlessly integrated across all channels.
represent broadcasters and video publishers and serve as a supportive buying tool for advertisers by combining premium video inventory with sophisticated user data and targeting technology.”
According to RTL AdAlliance, the platform synergises with smart Audiences, the signature targeting product of RTL Group’ s international sales house, leveraging viewing affinities and demographic signifiers to curate affinity groups tailored to advertisers’ needs. Sales teams of all local RTL AdAlliance offices provide consultancy to brands and agencies before and during onboarding as well as after the launch; through a seamless integration with the adserver smartx from RTL Group’ s adtech business smartclip, the entire buying process is automated.
The platform is designed to evolve collaboratively with advertising partners to continuously adapt to market needs and create new opportunities for smooth, efficient and data-driven media buying. With 77m active smart TV sets, 40m monthly BVoD users and access to over 5,000 web properties, RTL AdAlliance says the platform is set to become the premier entry point to European audiences for advertisers.
AdManager by RTL AdAlliance has been developed together with DanAds, a provider for customisable and scalable self-serve ad tech infrastructure to serve specific European needs.
5 unites brands
Channel 5 and My5 have relaunched as 5, uniting the UK PSB’ s linear and streaming platforms under one brand. Following record growth of viewing on My5 during 2024, the broadcaster says the move helps it“ to build on the growing appetite for its streaming offering while continuing to serve its loyal linear audience”.
As well as being the destination for all of Channel 5’ s drama originals, factual and kids’ programming from Milkshake!, 5 will feature an expanded content offering drawn from Paramount’ s family of brands, including BET, CBS, Comedy Central and MTV Entertainment Studios, plus the opportunity to sample some of the most popular titles from Paramount + and more – both live and on-demand and all free of charge. Viewers will also have access to a range of boxsets.
Fifteen new FAST channels, curated from some of Paramount’ s biggest shows, are now available on 5’ s streaming service.
The combined offering across linear and streaming provides new opportunities for advertisers to reach a broader audience through enhanced, data-led advertising solutions.
“ This is the start of a new and exciting era for 5 as we bring together our linear and streaming services under one clear brand,” declared Sarah Rose, president of 5 and UK regional lead at Paramount.“ Everything our audience and our advertisers already love about Channel 5 will be central to this relaunch – but there will be much more besides, with a huge array of content from the Paramount family and beyond, new live channels and a brand-new user experience for our streaming product.”
EUROMEDIA 5