Introducing localised TV ads for consumer brands in Germany

• First Addressable TV (ATV) trade marketing solution from RTL AdAlliance and the Offerista Group for brands to drive interest at the point of sale
• Valensina is the first brand to utilise this tool to advertise availability of its children’s juice Valensina KIDS in stores close to viewers 

RTL AdAlliance, the international sales house of RTL Group, introduced a novel tool for brands to utilise classic trade marketing on linear TV. FMCG brands that are listed at local retailers are now able to localise addressable TV ads for region-specific retailer campaigns. First mover Valensina, one of Germany's leading fruit juice companies, promotes its popular children's juice Valensina KIDS via this format to notify consumers of the nearest store selling their product. 

This new solution was made possible by the Offerista Group, the expert in digital trade marketing, and the SME Unit of RTL AdAlliance, the advertising marketer specifically tailored to support small and medium-sized enterprises. 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 grocery stores in the vicinity. 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 implemented in time for the start of the new school term in 2024. 

Yvonne Kunst, Director Business Development & Strategy, Offerista Group 

'With its wide reach and flexibility for personalisation, ATV provides a compelling addition to the optimised mix of channels along the customer journey, both in terms of playout and dynamic content creation. The reference to regional store locations helps consumers to find the nearest retailer via the big screen. In addition to traditional retailer campaigns, the ATV format is also a powerful tool for brands to attract more attention at the POS – also as part of a comprehensive retail media strategy.’  

Fabian Burgey, Director SME Business, RTL AdAlliance:  

‘With this innovative format we prove that consumer brands without their own store network can promote their products at the POS. 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.’  

VP Communications & Branding
Carine Jean-Jean 
cjeanjean@rtl.com 
+33 6 30 51 58 73 

PR Director  
Kathrin Müller 
kathrin.mueller@rtl.com 
+49 40 286 686 117 

RTL AdAlliance – simplicity for advertisers and value for publishers.  

The media sales house RTL AdAlliance, a subsidiary of RTL Group, unites premium content publishers under one roof for international brands to connect with European audiences. Combining the most successful broadcasting, publishing and adtech companies in Europe, RTL AdAlliance offers brands access to over 100 TV channels, 350 print publications and 5,000 premium web properties – with over 150 million daily TV viewers, 37 million Addressable TV households, and more than 4 billion online video ad impressions a month in one streamlined service – enabling unrivalled reach in Europe and beyond. 

250 media sales experts all over the world provide dedicated support for successful international media campaigns. Advertisers gain simplified access to premium, brand-safe media space that reaches only the most engaged audiences. RTL AdAlliance also provides latest insights and innovations for the media world. In addition, RTL AdAlliance empowers publishers to make better use of their premium offering by leveraging smarter, simpler monetisation strategies, adtech solutions, developed in Europe, and dedicated media sales expertise. 

Headquartered in Luxembourg and Hamburg, RTL AdAlliance has offices across Europe and North America. 

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As the number 1 partner for digital commercial marketing, the Offerista Group reaches up to 39.5 million consumers each month and helps over-the-counter retailers receive more in-store visits through digital communication of services. Thanks to our large network and innovative technical solutions, we help generate sales of more than 161 million euros in the DACH region and France each month. As a result, we have the most successful consumer network for digital commercial marketing in the German-speaking sector. 

The Offerista Group was founded in 2016 by Managing Directors Tobias Bräuer and Benjamin Thym. Since then, the company has become a market leader for digital commercial marketing in the DACH region. A strong team of just under 120 employees comprises experts in the fields of IT, products, marketing, sales, People & Culture, finance and office management. With branches in Dresden, Berlin, Essen, Vienna, Sofia, Bucharest and Budapest we are present throughout Europe and have a common objective: we help over-the-counter retailers achieve higher visitor frequency and measurably more sales through digital commercial marketing. 

At the same time, we provide you with a premium publisher network of 39.8 million consumer contacts. In this way, we effectively communicate services for more than 300 renowned retailers with 200,000 branches and generate monthly sales of 161 million euros in the DACH region.