RTL AdAlliance, RTL Group’s media sales house, this morning announced the launch of AdManager, a self-serve platform for advertisers buying video inventory across its network of broadcasters, streaming companies and media brands. The AdManager provides access to ATV, CTV, BVOD and streaming inventories in multiple markets, according to RTL AdAlliance, including Warner Bros. Discovery in Germany and Viaplay in Finland.
The product is designed to simplify the process of accessing premium video inventory, particularly for international advertisers who RTL said “previously faced barriers” in running campaigns across different European markets. By providing them direct access to European broadcaster content, advertisers can manage campaigns across multiple pan-European media channels.
Curated ad packages will be available via the AdManager storefront, compiled to reach defined audiences within corresponding media environments. RTL added that these packages can be customised to further distinguish target markets, media portfolios and audiences. Advertisers can also tailor campaigns for cultural moments and sports events across multiple markets simultaneously.
“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,” said Oliver Vesper, CDO and Deputy CEO at RTL AdAlliance. “Our ad manager aims to set new standards to truly 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.”
Crossing borders
RTL AdAlliance has focused its strategy on cross-border efforts to pool European inventory, and now looks to unlock further value for European broadcasters by offering advertisers a TV buying experience that looks more like transactions in social and digital environments. RTL said the product provides “the same comfort advertisers know from social ad buying”, with no additional fees to use the self-serve tool.
The group is currently rolling out its media collection on the platform, adding inventory from media brands from Germany, Italy, Spain, the Nordics and France. Brands can track their performance and make adjustments in real-time, according to RTL AdAlliance, and target audiences via its Smart Audiences targeting tool. AdManager also integrates with smartx, the ad server from RTL-owned ad tech business Smartclip, in order to automate the buying process.
“Today, advertisers and agencies have a fundamental need for simplicity in European media buying,” added Oliver Vesper. “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.”
