“We are very excited to be working with Magnite to provide brands with access to Rakuten TV inventory across their existing CTV operations in Europe,” said James Collins, SVP Media, Rakuten Advertising. “Our collaboration shows that the development of programmatic CTV advertising is proceeding rapidly.”
The video-on-demand (VOD) platform Rakuten TV is initially using Magnite’s technology in Germany, Great Britain, France, Spain, Italy, Scandinavia and the Benelux countries. As the first VOD platform in Europe, Rakuten TV combines the video services TVOD (Transactional-Video-On-Demand), SVOD (Subscription-Video-On-Demand) and AVOD (Advertising-Video-On-Demand). According to its own information, the platform currently reaches more than 90 million households. Over 12 million unique viewers are expected to register with Rakuten TV every month in Europe, 95 percent of users via CTV.
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The partnership with Magnite is spot on, as advertising-supported streaming formats are on the rise in Europe. According to the current CTV study by Magnite, 77 percent of respondents in Germany would accept advertising if they had to pay less or no fees to streaming providers for it. The results of other studies show a similar picture in Germany and Europe. 63 percent of TV users in Europe currently watch AVOD content every week.
“We are fully committed to the growth of Rakuten TV as more and more consumers in Europe rely on high-quality ad-supported streaming services,” said James Brown, Head of International at Magnite. “We work closely with the Rakuten TV team and use their platform data so that advertisers can create even more impactful and engaging campaigns that have the advantage that Rakuten TV understands buying behavior even better.”
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