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RTL Nederland teams with Discovery, Fox and Viacom in ad initiative

RTL Nederland, Discovery Benelux, Fox Networks Group Benelux and Viacom International Media Networks (VIMN) have struck a three-year advertising sales collaboration agreement.

Under the terms of the deal, RTL Nederland will acquire advertising joint venture BrandDeli BV and will have the right for a minimum of three years to sell advertising space for the brand portfolio of Discovery, Fox and VIMN, expanding its offering of TV commercials, branded partnerships and online advertising for clients.

RTL said that as a result of the collaboration, advertisers will have access to a greater overall reach, in particular in with younger audiences in the daytime and primetime slots. Discovery, Fox and VIMN will preserve the right to sell their own airtime.

During the coming year, BrandDeli will continue to operate under the same name from Amsterdam. RTL said that BrandDeli sales activities would be integrated as soon as possible, and media agencies and advertisers would soon be informed about the commercial offering for 2019.

Ton Rozestraten, CCO RTL Nederland, said: “In five years time BrandDeli has grown into a successful company that we look at with admiration. This agreement allows us to offer a broader, more diverse market proposition along with the power of the great brands that BrandDeli represents. It also aligns with our growth strategy, namely to strengthen our position as a local market player in a globalising playing field. We are excellent in reaching mass audiences with our high-quality programmes and digital propositions. By combining our strengths with a rich cross media offering ­ apps, social media, lineair TV and websites – from BrandDeli we now offer advertisers access to an increasingly diverse and growing fan base.”

Susan van Geenen, VP of commerce at Fox Networks Group Benelux, as spokesperson for the BrandDeli board, SAID: “BrandDeli is the ultimate example of how international media companies can work together and strengthen one another. As shareholders we are very proud of BrandDeli and their team who successfully built up this company with an abundance of passion and effort. Working together with RTL Nederland in this collaboration marks a new phase for us. This strong combination of reach and specialisation in specific target groups, makes us more attractive for advertisers, now and in the future.”