Advertise your startup in Austrian TV
Summer is in full swing, but we know that true entrepreneurs are planning ahead – and so are we. This September we are hosting a unique workshop with Camilla Sievers from IP Österreich (IP Austria) on the topic of TV Marketing. We spoke to Camilla about her work and learned more about what we can expect on the day of the workshop.
Who is Camilla Sievers?
Camilla (check out her LinkedIn profile) founded, scaled and exited a food-tech startup called treats. She is an ecosystem builder in Austria since 2012 and has worked with various organisations fostering and enabling entrepreneurship. For the last 18 months she has worked for the Media Group RTL, where her mission is bringing startups to TV, focusing on business- and marketing strategy as well as media planning. With her help, startups can reach their full market potential via addressing the mass-market.
IP Austria is an exclusive marketing time advertising agency of Media Group RTL – the biggest media house in Europe. They are present in more than 15 countries with 100+ TV channels, 30 radio stations and 300 digital platforms, all belonging to one of the largest media corporations in the world – Bertelsmann.
Austria is a good entry point for a large portion of the EU market. How so?
Austria is the perfect test market for the biggest economy in Europe, that is the entire German speaking region with 100M potential customers. Advertising on the Austrian market is cost-efficient and low-priced. Austrians speak German, have the same purchasing power as Germans and use the Euro (unlike Switzerland). Austria is also ten times smaller than Germany.
In short: you’ll get a faster market reaction, can test lots of strategies, while only spending a tenth of €€. The learnings/strategy from the Austrian market can later be implemented in Germany while producing equal results multiplied by ten. Most successful companies do it this way, as it’s most efficient and spending on trial and error are kept to a minimum.
How is TV advertising on the German speaking market still important?
Austrian daily TV watching statistics remain very high. People aged 14 and above on average watch 225 minutes of TV per day – including 12 minutes of advertisement per hour. TV is reaching 97 % of Austrians every month and shapes individual opinions, more than any other existing marketing channel including Facebook or Instagram. (Read more here.)
TV can help with many startup goals such as building brand awareness, increasing sales, pushing a retail listing, achieving milestones before a new investment round, and evaluating strategy decisions.
Aren’t TV and startups an unusual combination?
For most of the television era, TV advertising was not accessible for younger, smaller companies, without having to give up equity for a one-time service. At IP Austria, they follow a different strategy. With an entrepreneurial leadership of Unit 3, set up to deal exclusively with startups, they can offer a better tailored service, suited to the needs of fast-scaling, ever evolving and pivoting enterprises. Startups are receiving access to TV advertising through a cost-effective media4revenue sharing model.
The startups we work with, mostly pay for the advertising service with revenues generated during a specific ad campaign. This gives them a huge upside, with very little risk. At IP Austria, we’re seeking to begin long-haul relationships. Why? Because, we understand that healthy startups become future unicorns, job creators – and long-term advertising partners. With huge successes with this model from the very beginning, we’re here to stay.
What kind of startups would you suggest to attend the workshop in Ljubljana?
Startups with B2C products or services. These can range from marketplaces to hardware products, apps, food or drinks, cosmetics, e-bikes etc. TV covers every imaginable target group. Participating entrepreneurs will be able to expand their mindset when it comes to the marketing mix and realizing the low-risk potential. They will have a chance to tap into the potential for real success when faced with “the valley of death”, which many startups fail to “cross”.
Read more about the workshop and applications here.