RTL AdAlliance presents the Virtuous Circle of Media at Cannes Lions 2024

• For the occasion of egta's 50th anniversary, RTL AdAlliance presents recommendations and strategies for European media to compete on the global media market

   

• A video, visualising the virtuous circle of media, underlines the importance of homegrown media for consumers and society

RTL AdAlliance, RTL Group’s international sales house, has revealed its roadmap to unlock the potential of European media among global competition. The vision shares essential recommendation pillars to underline the strengths of local media, simplify access for international advertisers, and ultimately reach its full potential. 

Iconic and long-standing media brands from Europe are facing a fast-evolving environment and intense global competition. While global media and tech brands compete across multiple markets, the legacy media landscape in Europe has been focused on individual markets. Despite the scattered landscape, broadcasters and publishers on the continent can build on common strengths as they face the same issues.

Stéphane Coruble, Chief Executive Officer at RTL AdAlliance:

"Our vision draws attention to the challenges and opportunities we are facing in a globalised media industry. Together we can address the fast-changing market situation and unlock the potential of a more competitive European media force on the global stage. The high-quality content European media brands produce — providing captivating entertainment, informing and educating our viewers, and supporting democratic exchange and discussion — are a cornerstone of our society. Advertising funds this unique free media ecosystem. This virtuous circle that ensures the production of trusted news, documentaries, sports and entertainment has never been greater.”

TV production is major component of video entertainment for European audiences. Europeans watch over 3 hours of TV per day, as TV accounts for 51 percent of video usage — live and time-shifted.

Considering the shared market conditions, RTL AdAlliance advocates to communicate Europeans media industry strengths boldly, by highlighting unique advantages and successes to reshape global perceptions, and jointly promote an improved media buying infrastructure:

• 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.

Advertisement. Media. Democracy. It is all one virtuous circle.

This humorous video explaining the general idea of RTL AdAlliance's vision was first shown at RTL Beach during the Cannes Lions 2024, followed by a vivid discussion on the interdependence of advertisement and (valuable) content. 

VP Brand & Communications 

Carine Jean-Jean 
carine.jeanjean@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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