Something big is going on in Austria.

Last year, Austrian broadcasters and media buyers launched an upgraded linear TV audience measurement system and adopted a whole new currency. Austrian advertisers can now access real-time audience data on linear TV. Not addressable TV, streaming or programmatic. But for the purpose of advertising, linear is now acting a lot more like digital.

Sebastian Hinterstoisser is CEO of TV Insight and the developer behind the project when it was commissioned by Red Bull. Tom Peruzzi is board member of the project’s adtech partner Virtual Minds.

The pair join host Jack Benjamin to discuss why the time was right for a new linear measurement solution, the technological developments that enabled it, the collaboration required to adopt a new TV currency, the initial implications of the initiative, and whether the tech might come to more markets in the near future.

"What if you would be able to really digitise and better monetise traditional linear TV?" Peruzzi asks rhetorically.

"You have a very strong product — you have the reach, you have all the brand safety, you have the lean-back moments — what was missing, maybe, was the easy access to that inventory. We can bring that in."

Highlights:

2:08: Why did Red Bull commission a new linear TV measurement project?

10:50: Collaboration needed in launching a new currency

16:51: Building a synthetic people meter

21:31: Implications of digitising linear TV buying

31:51: Bringing this innovation to new markets

Related articles:

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

How will TV finally get the measurement it deserves?

ITV MD: TV should go after ‘FELT’ brands

Now is the moment for broadcasters to take control of cross-screen TV measurement

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Thanks to our production partners Trisonic for editing this episode.

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