Two of the major dynamics in modern media right now see media owners come together cooperatively and many of them restructuring their businesses to cater to larger, global brands.
Luxembourg-based pan-European RTL Group is living out both of those trends.
Its Adconnect unit is an ad sales arm for RTL-owned broadcasters and shows made by its Fremantle Media subsidiary (American Idol, Got Talent, X Factor) around the world, but also those owned by other operators.
And it is doing that by trying to satisfy advertisers that have an increasingly global outlook.
“What we saw over the last few years with the appearance of the big pure players, to have global partnerships at HQ level, and we are here to answer to those needs,” says Stéphane Coruble, RTL Adconnect CEO, in this video interview with MTM’s Jon Watts for Beet.TV.
“We call this a ‘glocal’ approach. You know, global KPIs, because brands are very global now. You can go wherever you want in the world, you will see the same brands. But, when it comes to implementation, it’s clear that you need to have a strong knowledge of the local discrepancies across the world.”
Around the world, operators are coming together in partnership, seeking scale to fight common challenges. That is what Germany-based broadcast group RTL is doing with more than 400 partners.
Last year, after acquiring SpotX, RTL Group created Video Marketplace (VMP), an initiative to combine various source of online video ad inventory which its AdConnect sales house represents.
And this June the company formed a joint venture with Germany’s ProSiebenSat.1, helping the latter to sell ads in addressable TV platforms.
This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect. For more videos from the series, please visit this page. For all of Beet.TV’s coverage of Cannes Lions 2019, please visit this page.