Client: RTL AdAlliance

Project: White Paper on Addressable TV Advertising for SMEs

Media sales house RTL AdAlliance, a subsidiary of RTL Group, delivers premium total media inventory for advertisers and media buyers. Offering brands access to TV, BVOD, ATV, OTT, CTV, Online Video, audio, and print, as well as cross-media inventory, all under one roof, the company focuses on making premium European inventory accessible in a simplified way.

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I worked with RTL AdAlliance and its SME Business team to create a white paper exploring the potential of Addressable TV Advertising for SMEs. Addressable TV advertising - the delivery of targeted advertising into linear TV content streams - offers an exciting opportunity for SMEs to advertise on a premium medium once reserved for larger, mass-market brands. In this paper, designed to help SMEs and the resellers that work with them to navigate this opportunity, RTL AdAlliance released its exclusive research carried out among German SMEs, looked at the challenges and misconceptions around TV advertising, shared expert knowledge and real-life insights, and highlighted the SME-specific tools and solutions available.