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Fusion of IP Austria: RTL Adalliance starts with a fresh team!
The merger of IP Austria with RTL Adalliance creates a strong marketer in Austria, led by Elisabeth Frank.
Fusion of IP Austria: RTL Adalliance starts with a fresh team!
On July 1, 2025, IP Austria was officially completed with RTL Adalliance. The company will now appear under the name RTL Adalliance and thus meet the requirement to bundle national and international marketing under one roof. This means an important combination of local market knowledge and international reach, which is visible in a new corporate design, which reflects the belonging to the RTL Group. Walter Zinggl, Managing Director of RTL Adalliance Austria, sees the merger as a culminating conclusion of a comprehensive transformation process.
The main goal of this merger is to remain a reliable partner for the Austrian market and to offer new opportunities for new opportunities through the united range and technical innovations. RTL Adalliance will offer an extensive portfolio of advertising solutions that comprises linear and non-linear TV, digital content, addressable TV, connected TV and targeting solutions. In addition, premium brands such as RTL, RTL+, Canal+ Action, Sky Sport Austria, Dmax Austria, TLC Austria and Sport1 will be part of the offer.
New management team and digital initiatives
With the changes in the corporate structure, there will also be a change in management. Elisabeth Frank will act as a new Managing Director from January 1, 2026. Frank, who has been working as a multichannel Sales Director since 2023, has extensive experience from previous positions at Essecemediacom, Purpur Media and OMD Austria. She will have Claudia Ostermann-Schabata at her side, who, as VP & Deputy Managing Director, strengthens the management team.
In order to further expand the position in the digital market, a digital initiative to expand the digital portfolio will be launched from the second half of 2025. In this context, the cooperation with SmartClip is intensified in order to strengthen product development, data analysis and the total video range.
The Austrian digital advertising market
The current developments in the field of digital advertising can also be seen in the context of the forecast volume of the Austrian digital advertising market of 3.2 billion euros for 2025. According to the “Momentum Spending study 2024 and forecast 2025”, 86% of digital advertising spendings, i.e. around 2.55 billion euros net, flow to international providers such as Google, Meta and Amazon. This has a significant impact on media diversity and journalistic quality in the communication location in Austria. Only 14% of the advertising spendings remain with domestic media companies.
In 2024, social media marketing is expected to grow by 8.7% to over 1 billion euros, which makes a market share of 32.6%. In contrast, classic online advertising achieves sales of 507 million euros, which means only a modest growth of 1.7%. This illustrates the dominance of global platforms in the Austrian market and the urgent need that local providers are supported in their competitiveness.
In this context, IAB Austria appeals to politics, business and society to develop a clear vision for digital communication in order to strengthen the domestic media landscape. The momentum study based on 104 interviews offers important insights into the challenges and opportunities of the Austrian digital market.