A Unified Media Front for Austria’s Advertising Ecosystem
In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters (VÖP), and the Association of Austrian Newspapers (VÖZ) have come together under the banner “Made in Austria – Made for Austria,” aiming to spotlight the indispensable role of domestic media in the advertising and communications landscape.
The campaign’s core message is simple yet powerful: where advertisers place their budgets matters. Not just for brand performance, but for economic resilience, journalistic independence, and democratic integrity. By standing together, Austria’s media sector signals a strategic response to the growing dominance of international tech platforms, which attract an increasing share of advertising spend while lacking editorial accountability.
Reclaiming Market Share from Global Tech Giants
The need for this initiative arises from a critical market imbalance. As advertising budgets continue to shift toward global digital platforms like Google, Meta, and X, Austrian media outlets face mounting pressure. These platforms, while offering scalable targeting, do not invest in local journalism, create Austrian jobs, or operate under the same regulatory and ethical standards as national publishers and broadcasters.
“Made in Austria – Made for Austria” addresses this by urging advertisers, both public and private, to recognise the unique advantages of local media. These include trusted editorial environments, transparent measurement practices, high-quality audience reach, and direct contributions to Austria’s economic and democratic stability. The campaign emphasizes that effective advertising is not just about reach but about placing messages in safe, credible, and socially responsible environments.
Multi-Platform, Multi-Voice Campaign Activation
The initiative is being rolled out across every major media format in Austria: television and radio (via ORF and private broadcasters), print and online journalism, and digital advertising placements. Designed and executed by creative agency, The Odd, and media agency, Saliso, the campaign is also supported by influential advertisers who serve as testimonials to its message. Brand leaders from spusu, Opel Austria, XXXLutz, Volksbank, ÖBB, win2day, Interspar and others lend their voices in support, underscoring the real-world value they derive from working with Austrian media companies.
This wide-reaching approach mirrors the industry’s own collaborative effort, providing a model for how different media entities can work together for mutual benefit. The campaign doesn’t only aim to shift budget decisions but to shift mindsets.
Securing Austria’s Media Future
Beyond commercial concerns, the campaign represents a long-term commitment to protecting Austria’s media sovereignty. It reasserts the role of national media as a pillar of democratic discourse, cultural identity, and economic growth. The collaboration between ORF, VÖP and VÖZ sends a strong signal: the sustainability of Austria’s media ecosystem is a shared responsibility, one that benefits not only publishers and broadcasters but every citizen and business in the country.
“Made in Austria – Made for Austria” stands as a strategic blueprint for how local industries can push back against platform monopolies, not through regulation alone, but by demonstrating clear, collective value to advertisers. It reflects a turning point in the media industry’s relationship with digital disruption, one where cooperation, not competition, is the path to long-term relevance and resilience.
Source: egta.com
OTHER CASE STUDIES
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
DPG’S AD MANAGER+ LAUNCHES FOR SEAMLESS DISPLAY WITH AI-BASED AUDIENCE
24. 10. 2025DPG Media is extending its in-house platform with Ad Manager+. The update adds AI optimization audience expansion, creative tools, and workflow support in the same self-serve environment that supports Full CTV and retail-data activation. For sales houses: retail and commerce data become addressable on big-screen inventory within a sales-house stack, with performance tools, reporting, and… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
14. 10. 2025FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting. AI… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In 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… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA