RMB partners up with Proximus for addressable advertising
Proximus has concluded an agreement with RMB (Régie Média Belge) for the launch of addressable advertising on television. As from the first quarter of 2020, RMB will use the Proximus platform to launch targeted TV campaigns.
Proximus is preparing the commercial launch of its platform for addressable advertising, or targeted TV advertising. This allows media agencies to address advertising campaigns on TV according to the profile and interests of the viewers. With the conclusion of an agreement between Proximus and RMB, Proximus takes another major step forward in offering its customers more relevant ads. RMB on the other hand gives advertisers the opportunity to target specific audiences on television.
The agreement enables RMB to use a platform that Proximus makes available, on which it can program, launch, manage and report on targeted TV campaigns. This can be done on any screen (Television, PC and smartphone) and this in live and in replay.
The agreement was concluded following a successful test phase. RMB is aiming for a commercial launch in the first quarter of 2020.
New perspectives for advertisers
Addressable advertising makes it possible to show television ads that are more closely geared to the profile and interests of a household.
This creates completely new opportunities for advertisers to make their brand relevant to the right target public and to spend their media budget optimally. It also opens up new perspectives for advertisers who want to advertise regionally or reach a very specific target group. For the viewer, targeted TV advertising leads to a more relevant viewing experience that better suits his or her interests.
Massimo Papa, Deputy General Director of RMB
"We are very pleased that we can finally announce this milestone, and we thank the teams at Proximus. We are convinced that this technology - fully in line with our brand positioning "Be Remarkable" - will give a boost to creative ideas in our sector, and is a good preparation for a world of ‘less but better advertising'"
Yves Gérard, CEO of RMB
"The TV advertising models we have been working with since time immemorial and which form the basis of our present commercial models are evolving and are being superseded. The technology that Proximus is developing is the sector's right response to this evolution and I look forward to RMB becoming one of the pioneers of addressable advertising in Belgium."
Bart Swimberghe, Head of Proximus Smart Advertising
"This is an important step in offering addressable TV and we are very pleased that we can make this step in cooperation with RMB. It is a first for the French-speaking part of Belgium, and we have the ambition to extend our offer to the entire country in the near future."