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.