RTL AdAlliance is extending its small and medium-sized enterprise (SME) advertising business to Austria, giving local firms access to addressable TV (ATV) campaigns.
The international sales house of RTL Group has teamed up with Austrian partner heise regioconcept, a full-service marketing agency, to launch a self-booking tool that allows SMEs to run campaigns on both RTL Deutschland’s channels – including RTL, VOX and ntv – and Austrian local stations such as R9, W24 and LT1.
The platform enables regional businesses to create ad spots via an integrated studio, book campaigns with a budget starting in the low four-digit range, and monitor performance using an intuitive dashboard. Addressable advertising is delivered on a postcode basis and can be further refined by socio-demographic targeting.
According to RTL AdAlliance, the move represents an important milestone in Austria, where SMEs make up 99.7% of all companies and account for 55.6% of the national economy, according to the SME Performance Review 2024.
“With the expansion to Austria we are helping small and medium-sized businesses promote themselves on the big screen for a small budget, using automated ATV advertising,” said Fabian Burgey, Director SME Business Europe at RTL AdAlliance. “SMEs finally have the opportunity to be a part of the TV advertising market, presenting themselves in premium environments.”
Elisabeth Frank, Director Multichannel Sales Austria at RTL AdAlliance, added that the cooperation with heise regioconcept lowers the threshold for SMEs that have so far been discouraged by the complexity and cost of TV. She also signalled that the company is open to further partnerships with additional distributors in Austria.
For heise regioconcept, the collaboration is designed to give regional advertisers “strong reach and precise targeting,” stressed Oliver Schmiedel, Head of Products.
RTL AdAlliance’s SME unit, first launched in Germany, is being internationalised for the first time through this Austrian rollout. The offering is particularly aimed at digital agencies, regional marketing organisations and business development initiatives seeking to combine the broad reach of television with the precision of digital targeting.
ATV provides SMEs with a brand-safe alternative to global online platforms, while boosting local awareness and industry visibility, RTL AdAlliance underlines.
