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The future of audio: the new indus­­try-char­­ter paves the way 

On the occa­si­on of the 50th anni­ver­sa­ry of egta, the inter­na­tio­nal trade orga­ni­sa­ti­on for mul­ti­plat­form TV and audio, mem­bers have adopted an indus­try char­ter. This artic­le pro­vi­des insights into egta’s recent decis­i­ons, which focus on five key areas of the indus­try and aim to shape and drive the future of the mul­ti­plat­form TV and audio industry.


Anni­ver­sa­ry of an Institution

egta is the inter­na­tio­nal trade orga­niza­ti­on for mul­ti­plat­form TV and audio busi­nesses, repre­sen­ting over 180 mem­bers across more than 40 mar­kets. egta sup­ports its mem­bers in suc­cessful­ly mone­tiz­ing con­tent and audi­en­ces. The shared mis­si­on is to con­tri­bu­te to a healt­hy and sus­tainable media indus­try by con­nec­ting audi­en­ces and brands. egta ser­ves as a hub for know­ledge exch­an­ge and inno­va­ti­on for its mem­bers and the enti­re industry.

The Visi­on for Mul­ti­plat­form TV and Audio

In a rapidly chan­ging media land­scape, it is important to adapt and evol­ve. Mul­ti­plat­form TV and audio offer uni­que oppor­tu­ni­ties to pro­vi­de both mass reach and data-dri­ven, tar­ge­ted solu­ti­ons for adver­ti­sers. Against this back­drop, egta mem­bers have iden­ti­fied five key prio­ri­ties and com­mit­ted to a com­mon approach to suc­cessful­ly meet the chal­lenges and oppor­tu­ni­ties of the future.

  1. Crea­ting Qua­li­ty Experiences
    The pri­ma­ry objec­ti­ve of egta mem­bers is to crea­te high qua­li­ty vie­w­ing and lis­tening expe­ri­en­ces through crea­ti­vi­ty, inno­va­ti­on and tech­no­lo­gy. This includes pro­vi­ding ori­gi­nal and tail­o­red solu­ti­ons that meet the expec­ta­ti­ons of audi­en­ces and the busi­ness objec­ti­ves of brands. In addi­ti­on, ope­ra­tors take a con­sul­ta­ti­ve role, gui­ding brands through the pro­cess of crea­ting and imple­men­ting cam­paigns across all screens and platforms.
  2. Impro­ving Measurements
    Accu­ra­te and com­pre­hen­si­ve mea­su­re­ment is essen­ti­al to enable com­pa­ri­sons bet­ween dif­fe­rent media or plat­forms. egta mem­bers’ prio­ri­ties in this area include mea­su­ring both con­tent and adver­ti­sing, with a focus on coll­ec­ting data about indi­vi­du­als rather than devices. They are also com­mit­ted to working with media owners to deve­lop fair and objec­ti­ve mea­su­re­ment solu­ti­ons backed by regu­lar and inde­pen­dent audits.
  3. Opti­mi­zing Buy­ing Processes
    Faci­li­ta­ting access to inven­to­ry and impro­ving trans­pa­ren­cy and effi­ci­en­cy in media boo­king are key con­cerns in opti­mi­sing buy­ing pro­ces­ses. The focus is on pro­vi­ding stra­te­gic advice to adver­ti­sers and deve­lo­ping tail­or-made solu­ti­ons. Fol­lo­wing stan­dards and defi­ni­ti­ons helps adver­ti­sers to under­stand what they are buy­ing. High qua­li­ty data should be offe­red in line with data pro­tec­tion regu­la­ti­ons. In addi­ti­on, onboar­ding solu­ti­ons are being deve­lo­ped to make the best use of cli­ent and agen­cy data. Cam­paign report­ing pro­ces­ses, metrics and stan­dards will be improved.
  4. Pro­ving Impact and Effectiveness
    egta mem­bers are com­mit­ted to demons­t­ra­ting the effec­ti­ve­ness and effi­ci­en­cy of their media through rese­arch methods. To achie­ve this, they are buil­ding capa­ci­ties for per­for­mance-ori­en­ted approa­ches that con­tri­bu­te to the busi­ness objec­ti­ves of brands and deve­lo­ping inno­va­ti­ve rese­arch tools and methods to pro­vi­de adver­ti­sers with com­pre­hen­si­ve, data-sup­port­ed insights into the effec­ti­ve­ness of their media cam­paigns. At the same time, they pro­mo­te col­la­bo­ra­ti­on in the mar­ket to exch­an­ge indus­try-wide stu­dies and best prac­ti­ces that demons­tra­te the value of their media.
  5. Pro­mo­ting & Par­ti­ci­pa­ting in ESG
    As lea­ders in the media indus­try, mem­bers have a spe­cial respon­si­bi­li­ty to uphold demo­cra­tic values, drive posi­ti­ve chan­ge, and crea­te a bet­ter future. They do this by pro­mo­ting bet­ter eco­lo­gi­cal and social cor­po­ra­te gover­nan­ce and lea­ding by exam­p­le. Their goal is to sup­port orga­ni­sa­ti­ons in achie­ving their objec­ti­ves and inte­gra­ting them into their busi­ness. Fur­ther­mo­re, they sup­port indus­try-wide initia­ti­ves that con­tri­bu­te to a more envi­ron­men­tal­ly fri­end­ly adver­ti­sing indus­try and work to make the indus­try more inclu­si­ve and representative.


Andre­as Lang, CEO of STUDIO GONG, sup­ports the new indus­try charter:

In times of chan­ge, we need to adapt, lead and drive inno­va­ti­on and take respon­si­bi­li­ty. As a mem­ber of egta, we’re loo­king for­ward to sha­ping and secu­ring the future of the media indus­try and being an indis­pensable part­ner also in the future for brands and consumers.”




egta mem­bers stand at the fore­front of a rapidly evol­ving media land­scape and need to address chal­lenges and oppor­tu­ni­ties with deter­mi­na­ti­on. Through this coll­ec­ti­ve ambi­ti­on out­lined in this docu­ment, they reaf­firm their com­mit­ment to sha­ping their indus­try through open collaboration.

Source: Pic­tures & Con­tents from egta

Alle Autoren 

Andre­as Lang 


Micha­el Reuter 


Mari­na Regulin 

Mar­ke­ting-Mana­ge­rin Kommunikation

Julia Marks 

Mar­ke­ting-Mana­ge­rin New Business

Jes­si­ca Köhler 

Team-Assis­ten­tin Kommunikation

Sabi­ne Rost 

Assis­tenz der Mar­ke­ting- und Verkaufsleitung

Cari­na Bauer 

Mar­ke­ting-Mana­ge­rin Kom­mu­ni­ka­ti­on

Katha­ri­na Zeschke