Question 1: Dear Fabian, thank you very much for talking to us. To start: How does RTL AdAlliance define the All Screens approach and what is your key value proposition?
Fabian: All Screens stands for an integrated big screen strategy across linear TV and streaming and not just for the parallel use of different channels. Our value proposition is clear: maximum reach, precise targeting and consistent campaign management from a single source, combined with high-quality content.
This creates strong TV awareness, which is reinforced by digital precision and data-based optimisation. With partners such as MEDIA CENTRAL, we combine this with retail and offer expertise and create cross-media moving image solutions with measurable impact.
Question 2: What opportunities does your setup offer to address target groups in a regionally precise and simultaneously scalable way across different screens?
Fabian: Local relevance and scaling go hand in hand today. Campaigns can be played out in an addressable and differentiated way, from national strategies to messages at market and postcode level. Depending on the channel, targeting is geographic, socio-demographic or interest-based. In this way, national brand messages can be specifically linked with regional offers and local promotions.
Question 3: Data plays a key role in effective campaigns. Which data sources and targeting mechanisms do you use to ensure consistent and efficient targeting in the all-screens environment?
Fabian: Data is the basis for efficient campaign management. We combine first party, publisher and contextual data with channel-dependent targeting mechanisms in order to play out campaigns precisely, control frequencies and harmonise target groups across different environments. In retail in particular, impact is created when TV campaigns bring together target group knowledge, local market information and offer logic in a targeted manner.
Question 4: How do the requirements for creation and advertising media differ in a convergent TV and streaming world? Which formats or approaches currently work particularly well to generate attention and activation in a local context?
Fabian: Creation is becoming more modular and adaptive, with a clear and consistent core message. At the same time, the requirements for dynamism, relevance and format flexibility are increasing. Approaches that combine emotional brand impact with concrete relevance are particularly effective, for example through target group-specific creatives, local offer references or dynamic adaptations depending on the context of use.
For retailers, formats that convey proximity, availability and topicality are particularly important, for example through regional offers or time-limited promotions.
Question 5: In your opinion, what developments are driving the further merging of TV and digital channels and what new opportunities are arising from this, especially for local brand and offer communication?
Fabian: The main drivers are the closer connection between reach and data, technological advances in connected TV and streaming as well as increasing demands for measurability and personalisation.
This creates the opportunity to combine large reach with data-based precision and local relevance. Campaigns can thus be targeted more precisely around the point of sale without losing scale.