What Do Buyers Want from Total Video?

Tim Cross 22 April, 2024 

RTL AdAlliance has been one of the most active European proponents on the sell-side of ‘total video’ – that is, thinking about video across all screens and devices as a whole, placing video into different silos.

This, ultimately, is what sellers want says Sebastian Busse, Director of Partnership Development at RTL AdAlliance. The key is to make it as easy and simple as possible for buyers to access all video across digital devices from one source. And catering to the buy-side is an evolving process, says Busse. They want to be able to buy multiple broadcasters’ inventory from one source, sparking industry partnerships and alliances. And increasingly they want traditional linear TV folded into total video buying platforms too.

In this interview, Busse explains how RTL AdAlliance approaches total video, and how broadcast fits into the picture. Filmed at New Video Frontiers 2024 in London.

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About the Author:

Tim Cross is Assistant Editor at VideoWeek.
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