RTÉ, the biggest broadcaster in the Irish Republic, has expanded its business beyond its core territory by partnering with Adap.tv, the video advertising platform used by the world’s largest brands, agencies and publishers. Offering its digital video inventory to select advertisers via a private marketplace on the Adap.tv platform enables RTÉ Digital to achieve an advertising fill rate of nearly 100 per cent in regions including the UK and US.
Trading programmatically has allowed RTÉ to develop new geographical markets without opening additional sales offices. The move follows increasing demand from Irish expatriates looking to access Irish-generated TV programmes on catch-up television.
The RTÉ private marketplace is an invitation-only environment that lets the broadcaster maintain complete control over access to inventory, selectively set floor prices, accurately forecast demand for inventory and optimise in-target audiences. Prices are set in line with those achieved by its direct sales teams.
Conor Mullen, commercial director at RTÉ Digital, said: “Working with Adap.tv provides us with direct access to premium brands and the ability to generate high yields from all of our premium video inventory. The company’s innovative approach also sees it offer GRP-comparable metrics (via Nielsen’s Online Campaign Ratings), which is growing to be an everyday measurement language making it easier to quantify the value of VoD. The quality of the environment we offer combined with the ease of access to target audiences provided by Adap.tv technology is a combination that big brand advertisers value.”
“RTÉ is pioneering the successful use of private marketplaces to realise the true value of premium video inventory,” said Brian Fitzpatrick, managing director at Adap.tv Europe. “The outstanding results it has achieved demonstrate that buyers are willing to pay premium prices for premium inventory, regardless of how that inventory is sold. It is also proof that programmatic trading can command high rates and provide a cost-effective solution for broadcasters looking to generate revenue outside their core market.”