Europe’s Old Media Forge Ad Pacts in Fight With Facebook, Google
- Pay-TV and web players form alliances in U.K., France, Germany
- Broadcasters offer more than “a three-second thumb swipe”
European broadcasters are banding together to create a wider reach for ads and audience data to combat the growth of advertising moving to the internet and social media. Bloomberg's Rebecca Penty reports on 'Bloomberg Surveillance.' (Source: Bloomberg)
In an effort to retain advertisers and slow the advance of Google and Facebook, European broadcasters are setting aside traditional rivalries to forge alliances that offer wider reach for ads and internet-style data about audiences.
Germany’s ProSiebenSat.1 Media SE has joined forces to sell digital-video ads with Television Francaise 1 SA and Italy’s Mediaset SpA. In France, SFR Group SA and Metropole Television SA’s M6 have teamed up with publishers and ecommerce sites. And in Britain, rival pay-TV operators Sky Plc and Virgin Media are combining information on customers to offer advertisers more insight into viewers and give them better-targeted ads.