RTL Group is the biggest commercial television provider in Europe. With interests in 66 television channels, eight video-on-demand (VOD) platforms, 30 radio stations, a global business for content production and distribution, and rapidly growing digital video businesses, RTL Group entertains, informs and engages audiences around the world. RTL Group has also invested in advertising technology, in the form of video ad serving platform SpotX in the US and monetisation platform Smartclip in Europe. They merged SpotX and Smartclip to create an integrated ad-tech company to launch the platform across the Group’s operations and to scale it up with further acquisitions and partnerships.
One of the VOD services is about to launch their marketing campaign for the second season of one of their most popular series: Mocro Maffia. In groups of four students we formed our own marketing company and competed to be hired by RTL to lead their marketing campaign. We had to come up with a full marketing strategy including target audience, ad placement and timing, media platforms, etc. We could use the assumption that every dataset we wanted to use was available. The main focus of your presentation was the data driven aspect of your marketing campaign.
Written by Giovanni Bolier