Var introduces the Total Content Partnership, a model where campaigns no longer start from media channels, but from VRT content itself. A brand can now build its story around VRT themes and/or formats, activating multiple platforms simultaneously: linear TV, VRT MAX, CTV, radio, podcasts, Sporza, social media, and live events.
The proposition aligns with the way people consume media today: spread across platforms, in no fixed order, and increasingly content-driven. In this way, Var aims to respond to this trend and make full use of VRT platforms for advertising brands. Together with the advertiser and media planner, Var looks for content that best fits the brand values, and then develops an integrated proposal across the relevant platforms.
For media planners, this means less fragmentation and more strategic control: long-term planning built around consistent content, with measurable impact across the entire ecosystem.
The partnerships will launch on 1 January 2026. Registration opens on 30 September 2025.
