RTL AdAlliance is extending its small and medium-sized enterprise (SME) advertising business to Austria, providing local firms with access to addressable TV (ATV) campaigns. The international sales house of RTL Group has collaborated with Austrian partner heise regioconcept, a full-service marketing agency, to introduce a self-booking tool. This tool allows SMEs to run campaigns on RTL Deutschland’s channels – including RTL, VOX and ntv – and Austrian local stations such as R9, W24 and LT1.
The platform empowers regional businesses to create ad spots via an integrated studio, book campaigns with budgets starting in the low four-digit range, and monitor performance using a user-friendly dashboard. Addressable advertising is delivered by postcode and can be further refined through socio-demographic targeting.
According to RTL AdAlliance, this expansion signifies a crucial step in Austria, where SMEs constitute 99.7% of all companies and contribute 55.6% to the national economy, as per the SME Performance Review 2024. “With the expansion to Austria we are helping small and medium-sized businesses promote themselves on the big screen for a small budget, using automated ATV advertising,” stated Fabian Burgey, Director SME Business Europe at RTL AdAlliance. “SMEs finally have the opportunity to be a part of the TV advertising market, presenting themselves in premium environments.”
Elisabeth Frank, Director Multichannel Sales Austria at RTL AdAlliance, noted that the partnership with heise regioconcept reduces the barriers for SMEs previously deterred by the complexity and cost of TV advertising. She also indicated RTL AdAlliance’s openness to further collaborations with distributors in Austria. For heise regioconcept, the collaboration offers regional advertisers “strong reach and precise targeting,” highlighted Oliver Schmiedel, Head of Products.
Initially launched in Germany, RTL AdAlliance’s SME unit is expanding internationally for the first time through this Austrian launch. The service is specifically targeted at digital agencies, regional marketing organizations, and business development initiatives aiming to combine television's broad reach with the precision of digital targeting. RTL AdAlliance emphasizes that ATV offers SMEs a brand-safe alternative to global online platforms, enhancing local awareness and industry visibility.