RTL AdAlliance porta innovazione e visione europea ai Cannes Lions. Riflettori sul nuovo RTL Ad Manager

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6 giorni fa

Anche quest’anno RTL AdAlliance è protagonista ai Cannes Lions con la sua RTL Beach, uno degli hotspot più attivi della Croisette. Un ricco programma di panel, talk e momenti di networking anima questa settimana la spiaggia europea dell’advertising, con un fil rouge chiaro: la convergenza tra marketing, media e tecnologia.

Un tema sempre più centrale in un mercato dove i confini tra lineare e digitale, contenuti e distribuzione, tecnologia e creatività si fanno sfumati. È proprio in questa direzione che si muove l’approccio strategico di RTL AdAlliance, che guarda alla unificazione dell’inventory premium a livello europeo come chiave per semplificare e potenziare l’accesso ai media da parte di brand e agenzie.

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00:00anche quest'anno rtl ad alliance è grande protagonista qui sulla croissette con la

00:09rtl beach è uno spazio dove per tutta la settimana ci saranno tanti contenuti tanto

00:14networking si parlerà di innovazione media ma anche di innovazione tecnologica in particolare

00:20grazie al nuovo rtl ad manager una delle ultime novità dell'offerta della media company europea

00:25you know we've been very consistent and persistent over the past years in trying to unify europe

00:33and making making our inventory the inventory of our media partners across europe simpler to buy so

00:42over the past years we have created a video marketplace which is available in 14 different

00:48countries in in europe mixing inventory from very important broadcasters across europe in france

00:57in germany in italy in spain in the uk but also additional let's say premium publishers like the

01:05figaro the guardian the bbc etc and trying to combine those different assets of different buckets of

01:13inventory across europe is not easy and we wanted to expand the access to our inventory through a

01:21self-serving tool we call it rtl ad manager we bringing it to the market thanks to our cooperation

01:29with danatz which is a danish company specialized in building self-serving tool they work with

01:35disney in the u.s many other prominent companies in in europe and we decided to work that out with

01:42them in order to enlarge the capability and to give smaller agencies network agencies clients that want

01:52to go direct or independent the access the direct access to our inventory without going through

01:58another piece of tech if they don't want to so this is very complementary to what we have today

02:05it's not in programmatic mode it's on automated io but so it's very close to what you can find in

02:13programmatic and it's very easy to use and very access accessible you need to just log in on a website

02:20and then you can access immediately your inventory without having to pay additional technology fees to

02:27any kind of gsps okay this year in can we are speaking a lot about the convergence between creativity

02:35media and technology which is the role that rtl wants to play in this new ecosystem

02:42well i think convergence is something that we strongly believe in converging linear and non-linear

02:50and streaming uh because that's where the consumers are um and we want to play a big role in this

02:59because we believe that in some at some point of time linear will be 100 ad served so we need to

03:06transition today which is still analog i would say even in in linear and the digital world and we are

03:15combining this by proposing video marketplace the rtl ad manager the rtl adventure obviously today is only available for

03:24digital assets or digital inventory but we strongly believe that in a near future our linear inventory will also be

03:33accessible through uh um the rtl ad manager and i think the rtl ad manager makes uh you know we always dream about

03:42how to make our tv whether it's linear or non-linear easy to buy and i think it goes into that direction

03:51where we are able to build packages of inventory we call them media collections add an additional layer of

04:00targeting we call it smart audiences we can have audiences or segments of audiences in different

04:07countries and we can buy in one go and i think by making this very easy like baby steps not just

04:15trying to reach the digital buyers but also the traditional tv buyers that are used to a more simple

04:21way of buying i think this is what we are trying to do thank you stefan here in rtl this week a lot of

04:28contents a lot of special moments what are the main topics that uh you are bringing this year here in

04:35campus so first of all uh again in can and that's a little bit unfortunate we are in europe we are in

04:41france but if you look at the beach you don't see a lot of european players you just see american

04:46companies global companies so here we think at rtl at alliance we are the european flag we want to go

04:54back to the basics of broadcast linear and non-linear we want to go back to the basics because advertisers

05:01want to find efficient brand safe environment and it all starts with content whether the content is

05:09accessible through linear or on demand doesn't matter we just need to bring the right eyeballs at the

05:15right moment and at the right time so this is what we are trying to do here at rtl and runs

05:20una settimana quindi davvero ricca di contenuti e spunti di interesse non perdetevi le nostre

05:27interviste i nostri servizi qui dalla rtl beach

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