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.

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