To promote work with targeted advertising on European television, the RTL group wants to create a joint venture with the American advertising specialist Amobee.
The new company, called TechAlliance, should combine the Amobee offering with RTL subsidiary Smartclip, RTL announced Thursday in Luxembourg. If the authorities approve the project, the marketing and services company will start in the first quarter of 2022.
TechAlliance wants to give European TV stations and streaming services the opportunity to broadcast ads to viewers in a more targeted way. According to the announcement, RTL President Thomas Rabe promises broad scope and the potential to combine linear television with digital advertising.
According to the information, for Germany alone it is expected that the so-called addressable TV advertising will increase to more than 500 million euros in sales by 2025. RTL Deutschland wants to claim more than 200 million euros of this, although the company was still less than 15 million euros last year.
For Thursday’s RTL stock in XETRA, it was up 0.10 percent to €50.40 at times.
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