Think TV ads are stuck in the past? Austria just changed the game—real-time, data-driven ads on the big screen are here.

Powered by the Virtual Minds Media Manager and Teletest 2.0, Austria’s standard for video reach measurement, Austria’s leading TV providers and marketers - ATV, IP Österreich, ORF, ORF-Enterprise, Goldbach, ServusTV, and ProSiebenSat.1 PULS 4 - breaking new ground. For the first time, dynamic real-time optimisation of ad blocks on linear TV is possible, transforming how TV inventory is monetised and introducing the game-changing concept of “TV-LOAD.” “TV-LOAD” taps into real-time TV viewership data from 1.1M devices, unlocking ad targeting that’s never been possible on big screens before. This innovative concept marks a milestone in the history of traditional advertising television and positions Austria as a global pioneer in modern, holistic video strategies. Dare to follow?

TV reigns supreme, even with Gen Z and Millennials

The latest video study by RTR Media and the TELETEST working group reveals that the vast majority (94%) of TV content in Austria is consumed on the big screen, with broadcasters' programs accounting for 89% of this viewership. Even among the younger demographic of 14-29-year-olds, 78% of big-screen viewing time is dedicated to broadcaster content, underscoring TV's enduring appeal across generations.

“TV-LOAD” combines the best of both worlds – the depth of data from the panel, enhanced by the accuracy of over 1.1M HbbTV devices - to deliver a revolutionary capability: the real-time optimisation of advertising blocks, tailored to the specific target audience currently watching. It’s just like digital, but bigger and bolder.

What this means for marketers:

·       Big-screen engagement, better targeting – TV advertising with online targeting.

·       Brand-safe, high-impact advertising – No ad fraud, no sketchy content.

·       No wasted ad spend – Pay for actual reach, not forecasts.

Smarter Planning, Greater Flexibility: Powered by Data

The Media Manager represents a decisive shift away from traditional TV pre-planning, which relied on inflexible and outdated forecasting data. Instead, its dynamic decision-making logic enables data-driven, automated marketing, driving a transformation for the monetisation of TV inventory with unparalleled flexibility and efficiency.

Ditch Guesswork, optimise in Real Time

·       No more pre-planned guesswork.

·       Advertising is optimised to the second.

·       Like digital - but with big screen impact.

“At last year’s MAD//Fest, we talked about how ad-tech is evolving - this year, we’re proving it. With TV-LOAD, marketers don’t have to choose between TV’s high-impact reach and digital precision. Now, you get both: AI-driven, real-time ad optimisation on the big screen, just like digital, but with premium brand safety and audience attention. We have been stuck for too long, now it’s time for the transformation of TV advertising,” sums up Marius Leichte, Senior Manager - International Business Development at Virtual Minds.