6 February 2024
Cologne / Hamburg, 06 February 2024: smartclip, RTL Group‘s adtech development unit and leading provider of adtech solutions across Europe, is partnering with RTL Radio Deutschland in a new collaboration that will see RTL Radio group stations in Germany using smartclip‘s smartx platform to distribute advertising in their digital audio streams. The agreement follows smartclip’s recent expansion of the capacities and functionalities of its privacy-safe adtech infrastructure for audio applications. The partnership includes over 530 digital streams of national and regional radio stations across Germany, reaching over 15 million monthly sessions on computers, smart phones, smart speakers, and TV devices.*
Audio formats are reaching diverse audiences across all age brackets and demographic groups. In light of the impending end to cookie-based advertising, programmatic buying is shifting towards SSP-based pre-targeting capabilities independent of third-party cookies.
Programmatic audio advertising enables advertisers to engage with listeners based on interests, intent of purchase, and sociodemographic panelling. The targeting options provided by the smartx platform will enable partnering radio stations of RTL Radio Deutschland to create a relevant ad experience for listeners without collecting or sharing personal identifiable information with third parties. Both pre-roll and mid-roll spots can be booked programmatically and directly as part of the agreement.
Dirk Ritters, Chief Revenue Officer at RTL Radio Deutschland:
“The targeting and data protection capabilities of the smartx platform enable us to integrate highly relevant and interest-based audio advertising into our digital streams while valuing the privacy of our listeners. The advanced solutions smartclip offers continue to make attractive and consumer-centric ad experiences in trusted European media environments possible. Our TV and digital video colleagues have had great experiences and results with the platform, and this proven performance, combined with the fact that it is tailored specifically to the needs of European media companies, ensures it is perfectly suited to our requirements.”
The audio market has evolved rapidly over the past few years, and audio advertising now permeates the lives of listeners in many different ways. The growing digital consumption of online audio, podcasts, and content on smart speakers has made audio advertising an integral part of today’s digital marketing.
Thomas Servatius, Co-CEO at smartclip:
“Digital audio inventory that can be booked both programmatically and directly enables completely new avenues to connect with consumers. Digital audio advertising is very effective for growing incremental reach, which enhances brand image and recognition, and it is also particularly suited for contextual targeting, as digital delivered audio formats serve specific genres, demographic groups, and niches. An innovative and robust ecosystem that satisfies the requirements for digital audio while also honouring European data privacy standards is essential. This solution must ensure data-security and deepen the trust with the advertisers. We are delighted that RTL Radio Deutschland has entrusted us with this task.”
* Average number of sessions per month according to ma 2023 IP Audio IV
smartclip is the adtech development unit of RTL Group — Europe’s leading free-to-air broadcaster group. Our proprietary advertising technology is custom-built for the needs of European broadcasters and publishers — enabling media owners to implement smarter monetisation strategies. We are committed to delivering the most innovative ad experiences spanning in-stream, out-stream, addressable TV, connected TV, audio, and gaming — ultimately empowering brands with true cross-screen storytelling opportunities on all devices.
Headquartered in Hamburg, smartclip has offices in Berlin, Munich, Düsseldorf, Cologne, Gütersloh, Amsterdam, and Paris.
About RTL Radio Deutschland
With direct and indirect holdings in 24 radio stations in eleven federal states, RTL Radio Deutschland is one of the largest private radio broadcasters on the German market. The company sees itself as a strategic investor with great expertise. The objective is to further develop the portfolio through decentralised optimisation of the investments. RTL Radio Deutschland positions itself as a partner to the broadcasters and supports them in the areas of programming, market research, sales, marketing and operations. A key area of this is to utilise synergies.
Further information can be found at www.rtlradiodeutschland.de.
T: +49 (0) 40 286 686 117