Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.
Rai’s content has consistently demonstrated its ability to positively impact brand KPIs, foster audience loyalty, capture attention, and enhance memorability and brand recall. With a clear goal to build a value-planning tool that aligns with the communication strategies of their clients, Rai Pubblicità curated a set of 17 values. These values, derived from extensive statistical analysis of over 150 variables, encompass a range of contemporary life-style values, indicated as adjectives from Innovative and Dynamic to Influential, Aesthetic, and Sustainable, among others.
Further enhancing this initiative was a comprehensive study to assess the coherence between these values and Rai’s editorial and commercial offerings. This involved a detailed examination of all Rai touchpoints, including TV and radio channels, RaiPlay, RaiPlay Sound, Rai@YouTube and VEVO, cinema, and events. Additionally, values were aligned with the UN 2030 Sustainable Development Goals through a correspondence study, allowing brands to align their communication actions with broader societal objectives.
Leveraging the seamless integration of the value asset within the GfK-TSSP database and its linkage to Rai’s DMP, Rai’s approach offers a comprehensive solution for total video planning and post-evaluation tools.The advanced and integrated profiling system ensures precise targeting of audience segments. For planning, values form the cornerstone of Rai Pubblicità’s cross-platform and evolved planning approach, fostering digital convergence. Emphasising granular media fruition enhances touchpoint effectiveness.
Rai Pubblicità prioritize synergy and complementarity across media and platforms for maximum impact and their cross-media and Total Video data-driven planning is facilitated by integrated systems and our DMP.
From targeting to planning, all values are readily available within the GfK-TSSP single-source database. They are seamlessly integrated into the sale house’s analysis, planning, and pre-post evaluation tools, and interconnected with their DMP.
Case Study Example: Hair & Beauty Care
Hair serves as a powerful means of self-expression, often surpassing clothing or makeup in conveying one’s identity. For brands in the hair and beauty care realm, aligning with the value of ‘inclusive’, embodying equal opportunities, integration, and respect for uniqueness, resonates deeply with their purpose and vision.
The target group for the ‘inclusive’ value comprises 20% of Italians, totalling 10.4 million individuals within this demographic, while touchpoints encompass a range of inventory across video, audio, cinema, concerts, and other on-site experiences.
A recent TV campaign by a hair and beauty care brand, planned with Rai Pubblicità’s value for “inclusive” as the reference target, yielded impressive results: Affinity: +23 points, GRPs: +13%, reach: +2 points, CPG: -9%. All achieved with identical spending and prime-time video allocation.
Rai’s Value Planning initiative underscores the symbiotic relationship between TV content values and the evolving values of audiences, effectively meeting the marketing and communication objectives of brands. To learn more, catch up on Rai’s presentation at MIM in Madrid.
Source: egtaknowledgehub.com
OTHER CASE STUDIES
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
HOW BMW USED A COUNTDOWN TO HOLD ATTENTION FOR TWO MINUTES
24. 2. 2026The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption. In this campaign, this timeframe was used as a clear countdown linked to the car’s driving range. The number on… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast. In this case, the ITV campaign… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE
24. 2. 2026Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
23. 2. 2026Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL