RTL AdAlliance has confirmed a partnership with Virgin Media O2 to boost its ad sales strategy, making it easier for international advertisers to benefit from accessing the pay-TV provider’s growing collection of FAST channels.
RTL Group’s international sales house will add the 32 FAST channels that are part of Virgin Media O2’s Connected TV offering to its pan-European Total Video portfolio, expanding its UK inventory.
International advertisers, set to reach engaged UK audiences, can now tap into highly viewable ad breaks within a linear programme with well-known IPs through RTL AdAlliance’s sales teams and via AdManager by RTL AdAlliance. The partner-ship expands RTL AdAlliance’s Total Video inventory and bolsters its media foot-print within the UK. The FAST channels will be part of a diverse portfolio of trusted media brands and content from across Europe – ranging from linear TV to online video.
Stephen Byrne, VP Partnership Development, RTL AdAlliance, said: “UK has become one of our strongest markets and we are excited to add one of the biggest global media brands to our UK proposition. The FAST market is rapidly gaining traction, driven by increasing consumer demand for affordable viewing and the UK is in the pole position in Europe. Easily accessible digital linear offerings draw in highly engrossed audiences and particularly resonate with younger viewers.”
David Bouchier, Chief TV and Entertainment Officer at Virgin Media O2, added the channel line-up had something for everyone. “This is reflected by our incredibly diverse audience and provides brands with exciting advertising opportunities and guaranteed visibility. The same data that enhances our user experiences also empowers us to make data-driven decisions that help us thrive in the rapidly evolving content distribution landscape. We are excited to make the access to this premium ad space even simpler for advertisers from outside the UK by partnering with RTL AdAlliance.”
Virgin Media O2’s FAST collection reaches over 3.5 million UK households. The channels are available directly and at no extra cost via the set-top-box which comes with Virgin Media O2’s Virgin TV 360, V6 and Stream packages. The content ranges from binge-worthy TV favourites, comedies and true crime to live sports, and includes channels such as DAZN Women’s Football, Inside Crime and Red Bull TV. The direct integration into the Connected TV environment of set-top-boxes offers a seamless experience for viewers to discover new content and increase engagement.
