ProSiebeneSat.1 and RTL Deutschland have entered a joint venture partnership designed to drive growth in the addressable TV and online video advertising market in Germany.
The deal will allow advertisers to target audiences with addressable TV and online video ads across ProSiebenSat.1 and Mediengruppe RTL Deutschland’s portfolios, as well as third party digital offerings.
ProSiebenSat.1 and Mediengruppe RTL Deutschland are establishing a 50-50 joint venture that will see them control a platform for automated booking of ads, providing advertisers with broad reach in the German market in a brand-safe environment.
“Strong partnerships are crucial for success in the world of digital advertising,” said Matthias Dang, Managing Director of Ad Alliance and Managing Director of Sales, Technology, and Data at Mediengruppe RTL Deutschland.
“After having expanded Ad Alliance this joint venture completes our ad tech stack on the demand side and is therefore a logical next step. Our core strength is our own content and we now work in a world where TV stands for Total Video.
“The fact that we can now make these high-quality and 100% brand-safe environments bookable via a uniform technology offers the market a strong solution and a real alternative to international tech platforms.”
Thomas Wagner, Chairman of the Management Board of SevenOne Media added: “This joint venture is a milestone in the German advertising industry. We are creating a new standard for addressable TV and opening the way for intelligent and addressable reach. At the same time, we are simplifying the booking of combined addressable TV and video campaigns.
“Our advertisers have clearly signaled their need for approach. The joint venture will create a win-win situation: We offer advertisers a one-stop shop which will boost addressable TV. It also demonstrates the importance of our investments into relevant advertising technologies.”
ProSiebenSat.1 estimates that there are currently around 18 million TV devices in German-speaking territories are reachable by addressable TV and claims that by 2022 the market for addressable TV and online video in Germany is expected to be in the single-digit Euro billions.