The video advertising landscape is at a turning point – full of opportunity for those ready to embrace change. Traditional models built on slow processes and rigid structures are giving way to a future where speed, transparency, and flexibility rule. Broadcasters who move boldly toward this future will not just survive – they will lead.
At our first-ever DanAds I Summit in Stockholm on April 24, TV4 and RTL AdAlliance showcased how transformation is not only possible but already happening. Mikael Ekelund (TV4) and Pieter Van Den Bergh (RTL AdAlliance) revealed why adopting self-serve platforms is the key to unlocking new growth and stronger advertiser relationships.
Their strategy is ambitious and inspiring: eliminate friction, simplify complexity, and put full control into the hands of advertisers. Broadcasters willing to innovate can claim their rightful place at the forefront of the new video era.
Why Self-Serve now?
The momentum is undeniable: to stay competitive, TV must be as easy to buy as digital media. TV4 has made it possible to launch a TV campaign in just 60 seconds – no contracts, no delays, no barriers.
RTL AdAlliance, tackling Europe’s fragmented market, is leading with clarity and accessibility. Their mission is simple yet powerful: unify and streamline access to premium inventory, making it easier than ever for brands to invest.
Internal overhaul: Building for the Future
Embracing self-serve is more than a technology shift – it’s a cultural evolution. TV4’s early transformation efforts created a foundation of enthusiasm and readiness, empowering their teams to welcome change as an opportunity.
RTL AdAlliance’s approach centered on inclusion: engaging every team member to ensure shared ownership and collective momentum.
Simplifying the advertiser journey
Today’s advertisers demand clarity and convenience. TV4 tackled this head-on, investing in education and support to make TV buying as intuitive as digital.
RTL AdAlliance focused on building intuitive, unified product offerings that make entering diverse markets seamless, eliminating complexity and reinforcing trust.
Total Video: The unified future
Consumers don’t differentiate between screens – and neither should we. TV4 and RTL AdAlliance are pioneering people-based metrics that unify linear and digital impressions, delivering truly holistic reach.
As Pieter puts it: “Break the silos and unlock new possibilities.”
Self-Serve and Programmatic: Complementary forces
Programmatic excels for precision and performance, while self-serve empowers brand builders with speed, control, and scale. Together, they form a powerful toolkit for modern marketers.
A new mindset for Broadcasters
Adopting self-serve isn’t just about technology – it’s about ambition. Mikael urges: “Dream bigger than you dare – and nurture the internal champions who will turn vision into reality.”
Pieter champions collaboration: “Simplify, collaborate, and offer strong alternatives – together we can create a thriving future for broadcasters.”
The Bottom Line
The future of video advertising is wide open for those ready to lead. TV4 and RTL AdAlliance are proving that a frictionless, self-serve approach doesn’t just meet the demands of today – it sets the stage for unprecedented growth tomorrow. The opportunity is here. Will you seize it?
At DanAds, we specialize in building white-label self-serve platforms tailored for publishers and broadcasters ready to take control of their digital future. Our technology empowers you to streamline sales, reduce operational friction, and give advertisers the seamless, intuitive experience they expect.
Whether you’re starting your journey toward automation or scaling your self-serve strategy globally, DanAds provides the tools, expertise, and support to help you succeed. Ready to transform your business?
