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NBCUniversal and RTL partnership promises new advertising opportunities
TV & Connected TV planning & buying
US-based NBCUniversal is partnering with RTL AdConnect, the international advertising sales house of Europe’s RTL Group, in an arrangement that gives each other access to their premium TV and digital inventory assets.
Why it matters
The bilateral, international partnership will open up new advertising opportunities for global brand marketers and could mark the start of a trend as more international broadcasters share inventory in order to win ad dollars.
The move enhances NBCUniversal’s One Platform offering – which gives marketers the power to reach audiences wherever they are across the full NBCUniversal ecosystem – as well as increasing the brand’s footprint in key markets outside the US.
For RTL AdConnect, the partnership reinforces its one-stop-shop offering in Europe, allows them to extend their inventory solutions outside European borders, and to establish stronger and more direct connections with brands based in the US and China.
How it will work
RTL AdConnect will provide its European clients and partner agencies access to all NBCUniversal-owned and operated premium, brand-safe TV and digital inventory from Germany, Austria, Switzerland, Belgium, The Netherlands and Luxembourg.
NBCUniversal will represent RTL AdConnect’s premium Total Video European portfolio, providing its Chinese and US-based clients strong reach and powerful advertising solutions. This will include the leading TV channels and digital premium platforms from RTL AdConnect’s media partners in the UK, France, Germany, Belgium, The Netherlands and Luxembourg.