The acquisition is the result of RTL Nederland, Discovery Benelux, Fox Networks Group Benelux and Viacom International Media Networks (VIMN) entering into a strategic sales partnership with each other as of 1 January 2019.
RTL will be granted the right to sell advertising space for at least three years for the Discovery, Fox and Viacom brand portfolio, offering a wider range of spot time, branded partnerships and online (video and display) advertising space.
Advertisers will have access to a larger overall reach, especially in younger target groups in both daytime and prime time slots. Discovery, Fox and Viacom also keep the opportunity to sell their own airtime.
Ton Rozestraten, CCO RTL Nederland, explains the strategic step: “In five years, BrandDeli has grown into a successful company that we look at with admiration. Cooperation enables us to market an even wider and more varied range of products with the beautiful brands that BrandDeli represents. It fits in with our growth strategy to strengthen our position as a local player within the globalising playing field. Like no other, we are able to reach the masses with high-quality programmes and digital propositions. By combining this strength with BrandDeli’s rich cross-media offering (apps, social media, linear TV and websites), we offer advertisers access to an even more varied and growing fan base.”
Susan van Geenen, Vice President Commerce Fox Networks Group Benelux, on behalf of the BrandDeli board: “BrandDeli is the ultimate example that international media parties can work together and strengthen each other. As shareholders, we are extremely proud of BrandDeli and its employees who have built this company with great passion and commitment to today’s success. By working with RTL, we are entering the next phase. With an extremely strong combination of reach and specialisation in target groups, we are even more attractive to advertisers, now and in the future.”
BrandDeli will continue to operate under the same name from Amsterdam in the coming year. The cooperation in the field of sales will start as soon as possible. In the coming period, media agencies and advertisers will be informed about the purchase for 2019.
Ton Rozestraten: “We are very happy to work with BrandDeli’s committed and professional team. The goal is to create an integrated sales organisation that is agile and future-oriented and that optimally combines the knowledge of different target groups and markets.”
(Picture by Ton Kastermans Fotografie. From left to right, Rik Welling (CFO RTL); Ton Rozestraten (CCO RTL); Max Schoorl (Director Commercial Development at Discovery Benelux); Rogier van de Paverd (VP AdSales at Viacom International Media Networks); Susan van Geenen (VP Commerce at Fox Networks Group Benelux) and CEO at RTL, Sven Sauvé.)