RTL AdAlliance has introduced a new tool that will allow brands to utilise classic trade marketing on linear TV.
Consumer goods brands listed at local retailers can now localise addressable TV ads for region-specific retailer campaigns. Valensina, one of Germany’s leading fruit juice companies, is promoting its popular children’s juice Valensina KIDS via the format to notify consumers of the nearest store selling their product.
The new solution was made possible by the Offerista Group, an expert in digital trade marketing, and the SME Unit of RTL AdAlliance.
The ad format is localised for defined areas throughout Germany to drive relevance for viewers and direct consumers to the point of sale by featuring nearby grocery stores.
“With this innovative format we prove that consumer brands without their own store network can promote their products at the point-of-sale,” explained Fabian Burgey, Director SME Business, RTL AdAlliance. “Via an innovative ATV retailer solution on TV – using distinct target groups and varying budgets per location – brands can raise awareness with consumers. This novel format – which we developed in close cooperation with Offerista – enables us to take the potential of trade marketing to the next level.”
The ATV campaign by Valensina is part of a larger digital campaign to increase the visibility and sales of the brand, which the Offerista Group has begun in time for the start of the new school term in 2024.
