RTL will acquire a 93.75% shareholding in Smartclip, with a call option to acquire the remaining shares. Interestingly, the deal was made by Mediengruppe RTL Deutschland rather than the RTL Group.
Founded in 2008, Smartclip bundles the online video advertising inventory of 700 publishers worldwide, and manages the integration and serving of video advertising to all internet-connected devices. Smartclip also creates solutions for connected TV and multiscreen advertising. The company has deals in place for advertising on smart TVs from Philips, LG and Samsung.
Smartclip complements RTL Group’s investments in digital advertising sales, including in particular SpotX, one of the world’s leading platforms for programmatic online video advertising.
“The acquisition of Smartclip will significantly strengthen our position as a major sales house for video advertising,” said Anke Schäferkordt, CEO of Mediengruppe RTL Deutschland.
“In Germany the reach of our portfolio, and thus our advertising inventory, will grow substantially with this acquisition. At the same time it will strengthen our technological capabilities in Europe and offers opportunities globally for innovation in cooperation with SpotX.”
Matthias Dang, managing sirector of IP Deutschland, Mediengruppe RTL Deutschland’s advertising sales house: “smartclip will move us forward on two fronts: online video reach and technology. Together we will grow our share in a market that will double by 2020, according to forecasts.”
Jean-Pierre Fumagalli, CEO of Smartclip, who will continue leading the company: “Mediengruppe RTL Deutschland is clearly our partner of choice – and we are looking forward to jointly developing the dynamic market for online video advertising sales with our innovative solutions and services.”
Mediengruppe RTL Deutschland will acquire Smartclip’s businesses in Germany, the Netherlands, Scandinavia and Italy. Smartclip’s businesses in Spain and Latin America are not part of the transaction, but will continue to license Smartclip’s technology and brand.
The purchase price for Mediengruppe RTL Deutschland’s 93.75% shareholding in Smartclip is €46.9 million. The transaction is subject to approval from Germany’s Federal Cartel Office.