Adap.tv drives RTÉ to near 100% fill rate
Parent Category 26-07-2013
Expanding its business beyond its core territory, Irish state broadcaster RTÉ is claiming to have sold almost 100% of its digital video ad inventory.
RTÉ says that it has achieved its expansion in partnership with the Adap.tv online video advertising platform which has enabled it to do business within the Irish diaspora, especially in regions such as the UK and US where there are large Irish communities showing increasing demand to access Irish-generated TV programmes on catch-up television.
Trading programmatically has allowed RTÉ to develop new geographical markets without opening additional sales offices. 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.
“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,” explained RTÉ Digital commercial director Conor Mullen. “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 video-on-demand (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.”