All you need to know about Austria’s broadcast TV world first

Austrian broadcasters and media buyers collaborated to launch an upgraded audience measurement system and currency last year, called Teletest 2.0, which harnesses a people panel from over 1,500 homes and return path data from 100,000 HbbTV connected devices.

Real-time audience data is being fed into a campaign management, planning and ad insertion tool called TV-Load to optimise linear broadcast ad breaks.

As Thomas Gruber, co-CEO at ProSiebenSat.1 Puls 4, explains in this interview, TV-Load uses a digital ad server to select the best ads to serve, based on real-time audience data, customer rules, revenue goals and other metrics. If the confirmed audience is skewing younger than expected, for example, the campaigns chosen can be adjusted to reflect this, with the optimisation occurring one minute before airing.

This is a world-first and a groundbreaking innovation for broadcast TV — and you can find out the key details in this video. This is not addressable TV, streaming or programmatic. The ads are broadcast to everyone.

You can also learn about the dramatic impact Teletest 2.0 has had on zero ratings for smaller channels.

Watch the interview

Gruber was interviewed by technology editor John Moulding.