9 October 2023
Hamburg, 20. September 2021 – smartclip, the ad tech unit of RTL Group, and rlaxx TV, the new European advertising-based video on demand service, partner to monetise the linear ad breaks within the rlaxx TV channel-offering across Europe. The rlaxxTV service encourages viewers to quickly access and enjoy great content while avoiding long search time through highly curated special-interest channels.
The cooperation will kick off in rlaxx TV’s core markets including UK and Germany while Spain will join the lineup within the next few months. Additional countries will be added as rlaxx TV enters new markets. For monetisation efforts smartclip is collaborating with RTL AdConnect to bring in additional international demand in all regions, as well as with AdAlliance specifically in Germany. In all other markets across Europe smartclip is unilaterally responsible for rlaxx TV’s media sales.
“To monetise our diverse connected TV offering across European markets, a strong network of locally embedded partners is essential”, said Ronny Lutzi, rlaxx TV CEO. “With smartclip and its sister company RTL AdConnect as well as AdAlliance we have found a partner who can offer that out of one hand throughout our key markets in Europe. Their local expertise in all markets is second to none, while they are not limited to a single country. This allows us to monetise our offering in all relevant areas without friction.”
rlaxxTV offers a connected TV experience reminiscent of linear broadcast TV with low entry barriers for users and highly viewable ad breaks. The premium special interest channels are geared towards specific audiences. The diverse lineup including Vevo, ThrillOne and Gusto TV ranges from rlaxx TV series, showing a handpicked selection of free TV content across genres from factual entertainment to travel series, and Humanity, offering a range of high-class documentaries and factual content from all over the world to Young Hollywood the leading digital celebrity and lifestyle network for Millennial and Gen-Z audiences.
rlaxxTV ad breaks are limited to a maximum time of one minute, while the total ad time per hour is limited to eight minutes — three minutes less than in broadcast TV. This ensures minimal intrusiveness. Users are fully focused on their content and will stay alert for the duration of any given spot. The VoD content is monetised via pre-roll ads and ad pods (three video ads in a row).
“rlaxx TV’s linear channels recreate the look and feel of broadcast TV”, added Stephen Byrne, Executive Director, New Partnerships Europe at smartclip.” The audience- and theme-based channels and digital targeting capabilities allow us to deliver highly relevant ads, while the user experiences the one-minute-ad-breaks just like traditional TV advertising. This combination of viewability and relevancy makes advertising on rlaxx TV truly advanced and highly attractive for advertisers.”
At smartclip, we are shaping the future of video advertising — delivering advanced online video and addressable TV advertising solutions. Our proprietary technology empowers brands with true cross-screen storytelling on all devices, and enables broadcasters and publishers to monetise their content in the most efficient and effective way possible. The smartclip portfolio encompasses best-in-class broadcasters, publishers, and brands that seek to traverse the boundaries of traditional advertising by delivering innovative, premium video ad experiences.
As a subsidiary of Mediengruppe RTL Deutschland, smartclip is part of RTL Group — Europe’s leading free-to-air broadcaster group. Headquartered in Hamburg, smartclip has offices in Berlin, Munich, Düsseldorf, Gütersloh, Stockholm, Oslo, Helsinki, Amsterdam, Milan and Rome.
About rlaxx TV:
rlaxx TV is a German Advertising-based Video on demand (AVoD) provider with headquarters in Kiel. The rlaxx TV offer is completely free of charge for viewers and is financed through advertising. The company’s goal is to offer the best television experience according to modern standards. For that reason, contents on rlaxx TV are organized in curated linear channels to save viewers lengthy search times. In addition, there are advanced features such as a pause, restart or watch-later option as well as the ability to access all content in an on-demand catalogue. By doing so, rlaxx TV combines the relaxed experience of linear television with the flexibility of a VoD service. As far as content is concerned, rlaxx TV draws on a global network of content partners, who deliver bespoke content for viewers in many categories – from music, sports, kids, lifestyle, adventure to international feature films.
Executive Director Europe I PR and Communications
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