RTL AdConnect And TVSquared Unveil Partnership


GBR / LUX: RTL AdConnect, the international Total Video sales house of RTL Group, and TVSquared have announced a partnership.
The partnership will see RTL AdConnect’s global advertisers provided with always-on proof-of-performance across more than 150 TV channels and BVOD (broadcaster VOD) platforms throughout Europe. This marks the first time a media owner has launched a European TV attribution initiative for advertisers.  
RTL AdConnect’s global advertiser base can now leverage TVSquared’s always-on attribution platform to understand the same-day performance of campaigns airing across RTL’s broadcast channels, which reach 160 million consumers in 12 countries each day. From a single platform, advertisers can evaluate TV performance by day, daypart, creative, programme, station and region. Working with RTL AdConnect, they can use those insights to inform optimisations that will maximise business-specific KPIs, including sales, website traffic, search, app activity, call centre/SMS response and more. 
“This partnership brings together the best of TV’s reach and campaign performance,” said Stéphane Coruble, Managing Director, RTL AdConnect. “Brands that want to expand from U.S. into Europe can take advantage of RTL’s massive broadcast and digital footprint, and measure the same-day impact of those single- or multi-country campaigns via TVSquared’s global platform.”
Calum Smeaton, CEO, TVSquared, said: “RTL AdConnect is bringing a level of transparency and accountability never before available for European TV advertisers. We have seen many of our U.S. DTC clients begin to explore European expansion, and this partnership is an easy and impactful way to launch into that valuable market. Whether a brand is running a campaign in one country or multiple, they can enjoy the reach TV brings, while also understanding and optimising its direct impact on business outcomes.” 
RTL AdConnect has increased its North American presence significantly in the last two years, helping U.S. brands navigate the European TV ad market. Direct-to-consumer (DTC) brands have become one of RTL AdConnect’s fastest-growing customer segments as they look to grow their businesses abroad. By partnering with TVSquared, RTL provides the real-time, transparent performance analytics that digital-native DTCs have come to expect for all media channels, including TV.
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