With over 100 guests and 18 speakers, the 2024 SME Summit brought together small- and medium-sized enterprises (SMEs) from across Germany to exchange on topics related to marketing, advertising and TV. Presentations were held by a variety of speakers: colleagues from RTL AdAlliance and RTL Deutschland; external speakers from various SMEs; representatives from organisations such as the German Football Association, Vaunet and Screenforce; and speakers from other media companies such as Prime Video. Aimed at the SME marketing community in Germany, the event highlighted RTL AdAlliance’s commitment to delivering tailor-made TV advertising solutions for SMEs.

Status quo

“Collaboration, collaboration, collaboration”: Following the opening from Fabian Burgey, Director SME Business Europe at RTL AdAlliance, Oliver Vesper, Chief Digital Officer and Deputy CEO of RTL AdAlliance, took to the stage with an update on RTL AdAlliance. Following the launch of the name and the brand at RTL Beach in June 2022, the formal incorporation of RTL AdAlliance – consisting of RTL AdConnect, G+J iMS and the media division of Smartclip – was completed in November 2023. RTL AdAlliance’s core business consists of international sales, national sales, reach supply and ad-tech penetration. Using its core values of simplicity, collaboration, determination and adaptability, RTL AdAlliance intends to become a European leader in total video monetisation within the next five years. The international advertising sales champion is always growing – just last month, it was announced that IP Österreich will merge its portfolio with RTL AdAlliance from July 2025 onwards.

Inside Vox

Following Oliver’s presentation, producers Katja Rieger and Sabine Leopold from RTL Deutschland’s channel Vox presented Die Höhle der Löwe (Dragon’s Den), which celebrated its 10th anniversary in August 2024. With 16 seasons, 150 episodes and 812 pitches, Die Höhle der Löwe has facilitated 438 deals and €50 million in investments. Katja and Sabine shared the format’s recipe for success and busted some common myths: The investment money, for example, does not come from Vox and the investors do not know in advance which start-ups will pitch them during the programme. The audience was also treated to a special guest appearance from TV personality Amiaz Habtu, presenter of Die Höhle der Löwen.

Shine 2030

RTL Deutschland CEO Stephan Schmitter kicked off the second day with a presentation on Shine 2030: RTL Deutschland’s corporate strategy. First presented during a business update in January 2024, Shine demonstrates how RTL Deutschland intends to combine live experiences with audio products, social media, consumer products, advertising and distribution, print publishing, audio products and partnerships to become Germany’s must-see content house. The strategy has three success factors: boost and protect to protect and expand the current business, particularly linear TV, while investing in RTL+; national media champion to seek out the best local content, advertising opportunities and the best talent; and must-see content to maximise relevance for viewers, users and partners.

During the event, participants also had the chance to visit RTL Deutschland’s news and sports studios, take part in an NFL ticket raffle, and witness the first ceremony for the SME Partner Awards.