LONDON – TV’s still hot in Europe – but the industry needs to come together to keep it that way.
So says the chief executive of RTL AdAlliance, the pan-European TV ad sales house.
Stéphane Coruble is calling for what he calls “radical collaboration” between players.
Keeping Linear, Going Forward
“Linear TV, in Europe at least, is still 3 hours and 15 minutes a day of viewing time,” Coruble, CEO, RTL AdAlliance, told me at CIMM’s London summit.
Although he is generally positive about TV’s health, though, he also warns about the fragmentation of the sector.
So he wants rivals in the same markets coming together to collaborate on tech to combine their inventories, potentially including those of digital-native, premium publishers.
AdAlliance’s Mission To Unify Broadcast Footprint
Luxembourg-based pan-European RTL Group owns RTL Television whose footprint is significant, including RTL Television in Germany, M6 in France, the RTL channels in the Netherlands, Belgium, Luxembourg, Croatia, Hungary, and Antena 3 in Spain, not to mention the Fremantle content business.
AdAlliance exists in part to unify and simplify access to a fragmented European TV marketplace.
“Agencies want to have simplified solutions to get access to our inventory,” Coruble said.
“I think we need to collaborate more as an industry. I even call it radical collaboration.”
He advocates broadcasters and premium publishers working together to build a platform to provide access to a swathe of inventory.
“If we are not able to provide that to the advertisers or the agencies from a global perspective, I think we have a serious problem,” he added.
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