RTL AdAlliance Presents Media's Virtuous Circle

In celebration of egta's 50th anniversary, RTL AdAlliance has unveiled its strategic vision to unlock the potential of European media in the face of intense global competition. By emphasizing the strengths of local media, simplifying access for international advertisers, and fostering collaboration, RTL AdAlliance's visions aim to propel European media to new heights.

Legacy media brands in Europe are contending with a rapidly changing environment and fierce global competition. While global tech and media giants operate across multiple markets, the European media landscape has traditionally focused on individual markets. However, broadcasters and publishers in Europe possess a shared pool of strengths and face common challenges.

• RTL AdAlliance encourages broadcasters to collaborate locally to enhance their positioning and offerings to global advertisers.
• Close collaboration can propel European tech-initiatives, reducing fragmentation and complexity. The joint initiative between RTL Deutschland and SevenOne.Media stands as a leading example for all markets.
• To elevate “made in Europe for Europe”-technology, RTL AdAlliance advocates for international cooperation and industry alliances, to develop and share technology solutions.
• Alliances on an international level need to simplify access to media inventories for global brands and advertisers. RTL AdAlliance invites broadcasters and streamers to join their unique European Video Marketplace VMP Connect.
• An increased presence on international stages with one voice promotes the important role of European media, raises the attractiveness as advertising environments and deepens relationships with global brands. RTL Beach at Cannes, organised by RTL AdAlliance, is an example for that.

A humourous video has been released by RTL AdAlliance, visually depicting the Media's Virtuous Circle and underlining the significant role played by homegrown media in the lives of consumers and society at large. This serves as a powerful reminder of the value European media brings to the table.

While journalists and media are at the heart of the virtuous circle, sales houses like RTL AdAlliance play a crucial enabling role within the virtuous circle of media. They connect advertisers with media companies, ensuring they have the resources to produce exceptional content. 

By monetizing media inventories, RTL AdAlliance empowers media and their journalist to uncover stories, engage audiences, and hence support democratic values.