In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This development simplifies and standardizes the commercial submission process across the industry, addressing longstanding logistical and technical challenges faced by advertisers, media agencies, and producers.
Market Challenge
Before the introduction of SpotDeli, producers and agencies were required to deliver their TV commercials separately to each broadcaster. This decentralized system introduced complexity, consumed time, and increased the risk of technical errors and inconsistencies. With each sales house using its own submission workflows and technical guidelines, advertisers had to navigate multiple systems to ensure their commercials were accepted and aired correctly. The need for a uniform, streamlined solution became more urgent with the growing volume of commercial content and evolving compliance standards such as the European Accessibility Act (EAA).
The SpotDeli Platform
SpotDeli is a free-to-use delivery platform created for advertising stakeholders working with the three major Dutch TV sales houses. It offers a single, secure environment for uploading, managing, and distributing commercials and billboards to all participating broadcasters. The platform supports both broadcast-quality (MXF) and low-resolution (MP4) formats, allowing users to maintain full visibility over their assets while streamlining submission workflows.
A new key feature of the platform is the integrated technical quality control (QC) process. Upon submission, all commercials undergo an automated QC check against a shared set of technical requirements agreed upon by all broadcasters. Only files that pass this check are accepted, ensuring consistency and reducing back-and-forth between agencies and broadcasters. Users receive real-time feedback if their content requires adjustments, minimizing delays and improving turnaround times.
In addition to technical verification, SpotDeli now includes automatic subtitling. Subtitles are generated and delivered within 24 hours of upload, enhancing accessibility for viewers in line with regulatory and audience expectations. For broadcasters unable to support the dynamic subtitle format, SpotDeli also offers a burn-in subtitle option as an added service to advertisers.
Implementation Across the Market
Since becoming the mandatory route for TV commercial delivery in April 2025, SpotDeli has been rapidly adopted by the advertising ecosystem. The platform already serves nearly 600 users, including advertising agencies, media planners, production houses, and brand marketers. With one submission point for all three major broadcasters, advertisers benefit from faster campaign setup, reduced error rates, and simplified compliance with industry standards.
This collaborative infrastructure represents a shared commitment to efficiency and quality. By standardizing the delivery process and consolidating submission into a single platform, SpotDeli eliminates friction in the production-to-broadcast pipeline. Agencies gain better control over their media assets, and broadcasters receive content that consistently meets their technical and editorial standards.
The launch of SpotDeli delivers meaningful advantages for all players in the TV advertising value chain. Advertisers benefit from a more predictable and reliable submission process, while agencies and producers reduce administrative burden and technical risk. The shared QC protocol ensures that commercials meet uniform expectations across sales houses, creating a more stable operational environment.
The addition of automated subtitling not only improves compliance with accessibility requirements but also expands the potential reach of advertising campaigns. Moreover, actively working on future AI integrations, such as replacing manual visual content checks, SpotDeli is set to become even more intelligent and self-sufficient, further reducing operational load on broadcasters.
Industry Implications
SpotDeli exemplifies the power of industry-wide collaboration and shared digital infrastructure. By centralizing a previously fragmented process, the platform enhances transparency, speeds up time-to-air, and improves the overall quality of TV advertising content. It reflects a broader movement toward future-proof, scalable solutions that can adapt to the changing demands of a digital-first media landscape.
For Dutch television, SpotDeli marks a pivotal shift in how commercials are handled, from manual and multi-channel to streamlined and intelligent. Through strong partnerships and a clear focus on ease of use, the platform is redefining operational best practices, setting the stage for continued innovation in commercial media distribution.