Since September 1st, 2024, Austrian TV providers and marketers in the TELETEST consortium (AGTT) – including ATV, IP Österreich, ORF, ORF-Enterprise, Goldbach, ServusTV and ProSiebenSat.1 PULS 4 – have been counting on the Virtual Minds Media Manager. Based on TELETEST 2.0, the leading reach measurement for video in Austria (with data from over 1.1 million HbbTV devices), the solution enables dynamic real-time optimisation of advertising blocks on linear television for the first time. This concept, known as ‘TV-LOAD’, marks a milestone for traditional advertising television and positions Austria as an international pioneer for modern total video strategies.
TV remains the leading medium – even among young target groups
But why is it becoming increasingly relevant to optimise advertising in classic TV programmes in a targeted manner and in real time? According to the latest moving image study conducted by GfK on behalf of RTR Medien and AGTT, 69% of viewers in Austria primarily consume moving image formats on the big screen – 89% of which are attributable to broadcaster programmes (linear, livestream, BVoD). Traditional channels are also still very popular among 14 to 29-year-olds, who spend 48% of their TV time with broadcaster content. Even though streaming services are becoming increasingly important, this shows that TV continues to play a central role not only for older generations.
With TV-LOAD, advertising blocks are now optimised for specific target groups and in real time for the first time – without sacrificing the reach of linear television. This means that the one-to-many quality of television is maintained, while at the same time the relevance of adverts for viewers is increased. What has been standard for addressable TV and connected TV for years can now also be used for live TV: advertisers benefit from the premium environment of the broadcasters, targeted targeting and above-average attention in front of the big screen.
Data instead of forecasts: more efficiency and transparency
The Virtual Minds Media Manager replaces rigid TV pre-planning, which was previously based on forecast data, with dynamic, data-driven logic. This enables automated marketing with greater flexibility and efficiency. The tool calculates the optimum combination of advertising blocks in real time, based on the current Teletest 2.0 data, the viewing habits of viewers and previously defined target groups. At the same time, specific requirements, such as the maximum permitted advertising time per hour, are taken into account.
This interaction between the Virtual Minds Media Manager and Teletest 2.0 is revolutionising TV advertising. While broadcasters optimise their yield management, advertisers gain the planning security they are familiar with from the digital business. The entire process chain is also made more transparent: In contrast to global platforms, the data is based on tested Austrian measurement standards.
Game changer for Europe’s TV market
‘The real-time measurement of linear television with a reliable currency is groundbreaking,’ emphasises Tom Peruzzi, Managing Director of Virtual Minds. ‘Added to this is the ability to create efficient and high-quality advertising blocks (AdPods) and adjust the playlist shortly before the signal is broadcast. These innovations are revolutionising the way TV advertising works in Europe and making it fit for the demands of the modern media landscape.’
TV-LOAD is therefore a strategic response to the dominance of global digital platforms, as it combines the reach of traditional TV with the flexibility of digital marketing. The result: greater competitiveness for broadcasters, greater targeting accuracy for advertisers and a long-term perspective for TV advertising in Europe.
