April 11, 2024

Impresa Announces Exclusive CTV Partnership with Rakuten Advertising in Portugal

Impresa and Rakuten Advertising reach an exclusive CTV partnership, in which Impresa will handle all Rakuten Advertising CTV inventory sold in the Portuguese market. By Ching Wai.

Portugal - Impresa and Rakuten Advertising agree to an exclusive sales partnership in Portugal, in which Impresa will be responsible for all Rakuten Advertising Connected TV (CTV) inventory sold in the country. The partnership is integral to Impresa’s extension of its CTV offering, as it adds on to the OPTO and Playce platforms that already make SIC content available on demand to more than 3 million Portuguese viewers.

João Paulo Luz, director of digital business and publishing at IMPRESA, said of the partnership, "We are starting a very relevant and innovative partnership in the Portuguese market. The quality of the content offered by Rakuten TV aligns well with SIC’s own mission, which favours offering the best content to advertisers."

Bérangère Degni-Rezé, Sr. Director, Business Strategy & Partnerships, Media, Rakuten Advertising, said, “...this collaboration highlights our commitment to innovative and impactful CTV advertising. With IMPRESA’s expertise and leading position in Portugal, they are an ideal partner to connect advertisers with highly engaged audiences who are loyal viewers of our growing media inventory. Together, we will provide advertisers with seamless access to the best CTV advertising opportunities.”

The Portuguese market welcomed this partnership, with advertisers Continente and Unilever already joining in.

Filipa Appleton, Head of Brand & marketing at MC, said, "Continente believe[s] this is an innovative collaboration that reflects the constant evolution of the market and expands our presence, as the largest national advertiser, on all Connected TVs in Portugal."

Teresa Burnay, Unilever's Media Director, said, "It has always been Unilever's prerogative, as one of the country's largest and most dynamic advertisers, to pioneer experimentation with any new media available in which we see potential. …this partnership between IMPRESA and Rakuten Advertising are paving the path for the future and, as such, could not be an exception!"

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