Through the new partnership, RTL AdAlliance will boost its ad sales strategy, making it easier for international advertisers to benefit from accessing Virgin Media O2’s growing collection of FAST (free ad-supported streaming TV) channels. Today, the 32 FAST channels reach over 3.5 million UK households, which will be added to the inventory of RTL AdAlliance’s pan-European Total Video portfolio and strengthen its media footprint within the UK.

International advertisers can leverage the premium FAST inventory to reach UK audiences through Connected TV campaigns. The content ranges from comedies and true crime to live sports and binge-worthy favourites, and includes channels such as Dazn Women’s Football, Inside Crime and Red Bull TV.

Stephen Byrne, VP Partnership Development at RTL AdAlliance, says: “The UK has become one of our strongest markets and we are excited to add one of the biggest global media brands to our UK proposition. The FAST market is rapidly gaining traction, driven by increasing consumer demand for affordable viewing and the UK is in a leading position in Europe. Easily accessible digital linear offerings draw in highly engrossed audiences and particularly resonate with younger viewers. Accessing the FAST channels of Virgin Media O2 is especially straightforward as they are directly integrated into the CTV experience. That makes them the perfect setting for building brands and engaging with audiences when they are most attentive.” 

David Bouchier, Chief TV and Entertainment Officer at Virgin Media O2, adds: “Our line-up of FAST channels offers something for everyone. This is reflected by our incredibly diverse audience and provides brands with exciting advertising opportunities and guaranteed visibility. The same data that enhances our user experiences also empowers us to make data-driven decisions that help us thrive in the rapidly evolving content distribution landscape. We are excited to make the access to this premium ad space even simpler for advertisers from outside the UK by partnering with RTL AdAlliance.”