Why TV broadcaster RTL/Adconnect is focusing on short-form and long-form content

RTL/Adconnect, the European TV broadcaster, is packaging connected TV and addressable TV inventory in different ways depending on local market trends.

The future of television might just be becoming clearer.

Much energy has been expended debating the extent to which TV will retain its position as the leading media channel for brand building – not least Ebiquity’s controversial ‘TV at the tipping point’ report from earlier this year. The key, according to RTL/Adconnect, is to ditch the jargon – linear, BVOD, catch-up, etcetera – and to focus on a single dividing line: short-form and long-form content.

While short-form content is very much the preserve of YouTube and other digital media platforms, television (and primarily TV delivered to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands