RTL AdAlliance, the RTL-owned sales house which represents European broadcasters’ inventory in international markets, this morning announced its formal launch in Spain. The company is opening its first Spanish office, and has also agreed a strategic alliance with local broadcaster Atresmedia Publicidad to aid its growth in Spain.
The new office will host a dedicated sales team in Spain, through which RTL AdAlliance will sell TV and video inventory across its portfolio of European broadcasters, including RTL, ITV, M6, Rai, and France Télévisions. Atresmedia Publicidad, an existing partner of RTL AdAlliance, will work to support the launch.
“Spain’s video advertising market is evolving fast, and CTV is at the centre of that shift — this new presence gives Spanish advertisers and agencies direct, brand-safe access to premium video inventory across Europe through RTL AdAlliance’s Total Video portfolio,” said José Miguel García-Gasco Martínez, general director at Atresmedia Publicidad. “The close collaboration in our home market is part of our ongoing commitment to offer advertisers the best possible service and to RTL AdAlliance’s vision for European Total Video: one access point, premium reach, and greater efficiency, while reinforcing Atresmedia’s role as the trusted local partner.”
Artur Kobryn, VP of international sales at RTL AdAlliance, will lead the company’s Spanish sales activities alongside Mattia Badino, head of advertising; Michela Bruno, head of agency partnerships; and Simone Rondena, advertising manager in Southern Europe.
Competing for international budgets
As RTL AdAlliance CEO Stéphane Coruble outlined to VideoWeek earlier this year, the business gives European broadcasters a way to compete for budgets from international advertisers which they might otherwise be unable to tap into — and which in all likelihood would alternatively be directed towards the US-based tech giants.
As well as aggregating inventory across a range of broadcasters, RTL AdAlliance takes a ‘total video’ approach to sales, combining linear TV, CTV, and premium online video. The idea is to make it as straightforward as possible to run large-scale campaigns across the continent.
There’s been a flurry of activity on the sell-side recently, with ORF and FranceTV both partnering with RTL AdAlliance over the past year. With the Spanish launch, the company will bolster its sales strength in Spain specifically, helping local brands to run campaigns in international markets.
In supporting RTL AdAlliance with the launch, Atresmedia Publicidad itself stands to benefit. As Coruble explained to VideoWeek back in January, it’s helpful for domestic broadcasters to have a direct link to an international sales house, as it gives them somewhere to direct brands that want to advertise abroad. “Broadcasters can tell those brands, we will bring you the right connections in your local markets and meet your local needs, but we can also accompany you as you expand internationally,” he said.
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