By DTVE Reporter
Smartclip, the ad tech unit of RTL Group, has teamed up with AVOD service provider rlaxx TV to monetise the linear ad breaks within the rlaxx TV channel-offering across Europe.
Smartclip will support rlaxx TV in its core markets including the UK and Germany , while Spain will join the lineup within the next few months. Additional countries will be added as rlaxx TV enters new markets.
Smartclip is collaborating with RTL AdConnect to bring in additional international advertising in all regions, as well as with AdAlliance specifically in Germany.
In all other markets across Europe smartclip is solely responsible for rlaxx TV’s media sales.
rlaxxTV offers a connected TV experience reminiscent of linear broadcast TV with a line up that includes Vevo, ThrillOne, Gusto TV, rlaxx TV series, showing a selection of free TV content across genres from factual entertainment to travel series, Humanity, offering a range of documentaries and factual content, and Young Hollywood, a digital celebrity and lifestyle network for Millennial and Gen-Z audiences.
rlaxxTV ad breaks are limited to a maximum time of one minute, while the total ad time per hour is limited to eight minutes.
“To monetise our diverse connected TV offering across European markets, a strong network of locally embedded partners is essential. With smartclip and its sister company RTL AdConnect as well as AdAlliance we have found a partner who can offer that out of one hand throughout our key markets in Europe. Their local expertise in all markets is second to none, while they are not limited to a single country. This allows us to monetise our offering in all relevant areas without friction”, said rlaxx TV CEO, Ronny Lutzi.
“rlaxx TV’s linear channels recreate the look and feel of broadcast TV. The audience- and theme-based channels and digital targeting capabilities allow us to deliver highly relevant ads, while the user experiences the one-minute-ad-breaks just like traditional TV advertising. This combination of viewability and relevancy makes advertising on rlaxx TV truly advanced and highly attractive for advertisers,” said executive director, new partnerships Europe at smartclip, Stephen Byrne.
“In terms of targeting advertisers, connected TV is currently the most dynamic segment of advertising market in North America and Western Europe. We see a lot of land-grab going on in this space – this market is the most natural successor to linear TV as ratings decline and advertisers shift budgets to digital. It doesn’t look like there are currently any details on if and how this agreement between UK broadcasters will be leveraged for advertising sales. However, broadcaster alliances are a great strategy to achieve the scale and secure first party data that are critical in order to be competitive in the CTV market against Google and newly emergent aggregators such as Samsung TV.”
