Marketing Strategies

Discover Rakuten TV Enterprise Services, an interview with Chief Content Officer Marcos Milanez

Rakuten TV's Enterprise Services provides content owners with unique opportunities to reach diverse European audiences through FAST channels and video-centric apps. In collaboration with Rakuten Advertising, this initiative delivers sophisticated targeting and monetisation strategies to advertisers, ensuring more effective and profitable campaigns.

Rakuten TV, our sister company and leading streaming platform, have recently announced their new business line, Rakuten TV Enterprise Services. We caught up with Chief Content Officer, Marcos Milanez to get the lowdown on this exciting development, and discover why this news is crucial for advertisers looking to tap into the rapidly growing and highly engaged FAST audience with the help of Rakuten Advertising.

Q1: Tell us about your role within Rakuten TV?

I joined Rakuten TV, one of Europe’s leading streaming platforms, in 2018 as General Manager for Europe, going on to become Chief Content Officer in 2022. During this time, we have experienced substantial growth, focusing on developing our offerings with TVOD, AVOD and FAST channels to strengthen our position in the competitive streaming video market.

Rakuten TV now manages over 100 localised owned and operated FAST channels across Europe’s top services, such as Samsung TV Plus, LG Channels, VIDAA, Xiaomi TV+, aside from our own platform. Our deep technical know-how in building OTT apps and our track record in content curation and distribution are what set us apart.

Q2: What is Rakuten TV Enterprise Services?

Rakuten TV Enterprise Services, announced at MIPCOM 2024, marks a new era in our industry leading FAST service. Providing a high-quality, cost-effective solution for content owners and distributors to launch and monetise their FAST channels and video centric apps, it will help content owners extend their reach and generate sustainable growth with our partners.

Q3: Why was Rakuten TV Enterprise Services created?

The global FAST market is experiencing a period of incredible growth. This growth is driven by a number of factors including broader adoption of CTVs, content owners distributing high-quality IP, and advertisers recognising substantial market opportunities. As consumers seek to cut entertainment costs and grow weary of navigating multiple paid services, they are increasingly attracted to the lean-back and high-quality experience provided by FAST and AVOD platforms.

Recognising this trend, we have launched our Enterprise Services to empower content creators, platforms, and advertisers to expand their reach and increase their revenue in this competitive environment. Leveraging our 15 years of technology and content expertise, and in partnership with our sister company, Rakuten Advertising—the monetisation experts—we offer a streamlined solution that effectively meets these market demands.

Q4: How does Enterprise Services simplify the launch of FAST channels?

Enterprise Services simplifies everything with a cloud-based solution that speeds up contract signoffs, ensures seamless onboarding, and provides advanced tools for media asset management and scheduling. Plus, our team offers expert guidance and manages platform deliveries to get content live and monetised without delay. We also have existing connections to the main CTV platforms including Samsung TV+, LG Channels, Xiaomi TV+ and VIDAA (and more to come soon), enabling content owners to reach scale quickly.

Q5: How does Rakuten Advertising contribute to Enterprise Services?

Having great content is one thing but enabling our partners to monetise it drives real value. As one of Europe’s leading marketers of CTV inventory in EMEA, Rakuten Advertising monetise our Ad Inventory and enable our commercial effectiveness across the market, leveraging expert local sales teams, strong connections with Europe’s major agencies and seamless integration with key SSP and DSP platforms. This collaboration allows Enterprise Services’ clients to access a broad advertising network, benefiting from high fill rates and better monetisation.

Q6: What does this launch mean for advertisers?

As FAST channels continue to gain popularity, advertisers now have the opportunity to connect with highly engaged audiences at scale. With the launch of Rakuten TV Enterprise Services we anticipate an increase in the FAST channel offerings we are bringing to the market and a bigger variety of content owners which will increase our audience further. This not only caters to diverse viewer preferences but also opens up new avenues for advertisers to deploy targeted, effective campaigns that resonate with specific demographics. Rakuten Advertising serves as the exclusive gateway to this exciting new development, providing advertisers with unique access to a rapidly growing segment of the digital media landscape.

 

Act FAST to take advantage of this growing audience. Contact us today to learn how you can access highly engaged audiences through the CTVision+ ecosystem.

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Rakuten Advertising

Rakuten Advertising leads the industry in delivering performance-driven ad solutions that help the world’s top brands connect with unique, highly engaged audiences – from first impression to final sale.