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
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA
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 MADE IN AUSTRIA – MADE FOR AUSTRIA