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The Austrian Advertising Market
 

The Austrian Advertising Market

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As well as in other European countries, the development of modern communication technologies leads to the market changes and the ways of marketing and advertising. ...

As well as in other European countries, the development of modern communication technologies leads to the market changes and the ways of marketing and advertising.

In 2011, around 20,000 companies were the active members of the Professional Association of the Advertising and Marketing Communications Industry and this number continues to grow. One third of the companies are one-man businesses. This fact says about strong market differentiation. Numerous small agencies compete with a few large advertising networks.

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  • In 2011, around 20,000 companies were the active members of the Professional Association of the Advertising and Marketing Communications Industry and this number continues to grow. One third of the companies are one-man businesses. This fact says about strong market differentiation. Numerous small agencies compete with a few large advertising networks.
  • As well as in Russia and Europe, the development of modern communication technologies leads to the market changes and the ways of marketing and advertising.
  • Being located in the heart of Europe, most people in Austria use the typical social media tools as in the globe
  • With more than 59% of Internet users who are registered and use social networks on a regular basis (ECCO International, 2010), these channels become of essential importance not only for communication strategies for clients, but also for agencies themselves.
  • Despite the fact that Austria is a small country, its mobile phone and smartphone penetration makes this country ideal for mobile advertising. At the same time, all the facts and figures mentioned above tell us that for the Austrian market both traditional and digital advertising are of importance and have a huge potential for communication campaigns.
  • The average European indexes: TV Online 73% monthly; Online radio 67% monthly; Online news 91% monthly.
  • The Internet influences people’s perceptions of brands and products, although this could be further maximized.
  • Extending advertising strategies to include mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers.

The Austrian Advertising Market The Austrian Advertising Market Presentation Transcript

  • 1 International markets assessment The Austrian advertising market 2 Arseny Veber, in cooperation with the Full Service Advertising Agency “ArtDirection”, Munich, Germany Kufstein, Austria September 2013
  • Agenda + Macro Level + Consumer audience analysis 2The Austrian advertising market
  • The Russian advertising market 3 Macro level The revenue of the Austrian advertising industry is 4,164 bn€ Within the advertising industry the biggest market share has print advertising with its 52,5% share Source: Goldbach Audience, 2013
  • The Russian advertising market 4 Macro level The largest advertising spending is also in print media Ad spending, Mio € 2011 2012 Growth rate TV advertising 729,41 780,31 7% Online advertising 118,65 160,09 35% Print media advertising 1.768,18 1.766,02 -0,2% Radio advertising 181,05 186,03 2,8% Outdoor advertising 211,22 221,07 4,7% Yellow pages 118,46 135,44 14,3% Despite the relatively low index the Internet tends to be one of the strongest medium for advertising Source: Goldbach Audience, 2013
  • The Russian advertising market 5 Macro level 74,7 of the population in Austria are using the Internet Internet coverage: • 98% of the 14-19 years old • 95% of the 20-29 years old Source: Goldbach Audience, 2013 Amongst the very young groups, the Internet has achieved almost total coverage
  • The Russian advertising market 6 Macro level Source: Statista 2013a Corporate publishing: the most important channels within the German-speaking region are social networks, video platforms and microblogs
  • The Russian advertising market 7 Macro level 93% of enterprises claim that Facebook plays the most important role for their enterprise Source: Statista 2013b
  • The Russian advertising market 8 Macro level About 62% of Internet users in Austria use their smartphones for accessing the Internet Source: Statista 2013b People use mobile tagging more often than other advertising activities Moreover, about 25% of mobile internet users are clicking on the advertising banners
  • Agenda + Macro Level + Consumer audience analysis 9The Austrian advertising market
  • 10 Consumer audience analysis The Austria media consumption landscape Source: Mediascope Europe, 2012 89% of Austrians read newspapers, while the average European index is 65% Penetration Average in Europe Hours per week Average in Europe TV 94% 95% 12,3 16,8 Online 70% 65% 10,4 14,8 Radio 83% 64% 15,6 12,7 Newspapers 89% 62% 6,0 4,6 Magazines 55% 48% 4,7 4,0 The Austrian advertising market
  • 11 The Internet becomes “all consuming” medium Source: Mediascope Europe, 2012 • 34% of Austrian Internet users watch TV online at least monthly • 17% watch TV online weekly • 4% watch TV online daily • 29% of Austrian Internet users listen to the radio online at least monthly • 10% listen to the radio online weekly • 6% listen to the radio online daily • 74% of Austrian Internet users read the news online at least monthly • 28% read the news online weekly • 32% read the news online daily The Austrian advertising market Consumer audience analysis
  • 12 The Internet influences the purchase decision due to the media multi- tasking Source: Mediascope Europe, 2012 The Austrian advertising market Consumer audience analysis 45% of Austrians are online while watching TV For 13% online activity and TV program are related Brand relationship via digital touchpoints is important Internet helps to choose a product/service to 50% of Internet users
  • 13 Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement Source: Mediascope Europe, 2012 The Austrian advertising market Consumer audience analysis 61% have performed a search after seeing an ad Where mobile ads are noticed Almost ¾ of users notice mobile ads
  • References Advantage Austria (2011). Fresh view on architecture, design, film and music [PDF]. Retrieved from http://www.advantageaustria.org/zentral/publikationen/ae/148_Architecture_Design_Film_and_Music.pdf, accessed on 09.06.2013 ECCO International (2010). Social Media in Austria [PDF]. Retrieved from http://www.ecco-network.com/wp-content/uploads/2011/08/austria.pdf, accessed on 09.06.2013 Ernst&Young (n.d.). Making it work in Russia: middle class consumer profile [HTML]. Retrieved from http://www.ey.com/GL/en/Industries/Consumer-Products/Making-it-work-in-Russia---Middle-class-consumer-profile, accessed on 08.06.2013 European Travel Commission (2013). New Media Trend Watch: Austria [HTML]. Retrieved from http://www.newmediatrendwatch.com/markets-by-country/10-europe/36-austria, accessed on 09.06.2013 Goldbach Audience (2013). Werbemarkt Österreich [Advertising market Austria] [HTML]. Retrieved from http://www.goldbachaustria.at/research-de/werbemarkt-oesterreich, accessed on 09.06.2013 Google (2012). Our mobile planet: Austria. Understanding the mobile consumer [PDF]. Retrieved from http://www.thinkwithgoogle.com/insights/library/studies/our-mobile-planet-Austria/, accessed on 12.06.2013 Internet World Stats (2012). Internet users penetration in Europe [HTML]. Retrieved from http://www.internetworldstats.com/stats4.htm#europe, accessed on 08.06.2013 Mediascope Europe (2012). Austria Launch Presentation Summary [PDF]. Retrieved from http://www.iabeurope.eu/files/6413/7182/9251/MEDIASCOPE_2012_AUSTRIA_SUMMARY_LAUNCH_PRESENTATION.pdf, accessed on 12.06.2013 Mobile Marketing Association Austria (2012). Mobile communication report 2012 [PDF]. Retrieved from http://startmobile.mmaaustria.at/html/img/pool/2012_MMA_Communication_Report_kostenfreie_Praesentation.pdf, accessed on 11.06.2013 Region-Media (n.d.). Consumer behavior in Russia: highlights on consumer segments, brand perception, advertising and channels [HTML]. Retrieved from http://www.region-media.ru/behavior.php, accessed on 08.06.2013 Russian Marketing & Advertising Agency (n.d.). Russian consumers and Russian advertising agencies [HTML]. Retrieved from http://russia- promo.com/features-russian-consumers-and-russian-advertising-agencies, accessed on 08.06.2013 Statista (2013). Twitter penetration in selected EMEA countries as of 4th quarter 2012 [HTML]. Retrieved from http://www.statista.com/statistics/254799/twitter- penetration-in-selected-emea-countries/, accessed on 03.06.2013 Statista (2013a). Einsatz von Social Media im Corporate Publishing 2012 [Social Media usage in corporate publishing in 2012] [HTML]. Retrieved from http://de.statista.com/statistik/daten/studie/246019/umfrage/einsatz-von-social-media-im-corporate-publishing-nach-segmenten/, accessed on 10.06.2013 Statista (2013b). Umfrage zur Bedeutung Sozialer Netzwerke im Corporate Pubishing 2012 [The importance of Social Networks in corporate publishing in 2012] [HTML]. Retrieved from http://de.statista.com/statistik/daten/studie/246026/umfrage/bedeutung-sozialer-netzwerke-im-corporate-publishing/, accessed on 10.06.2013 Statista (2013c). Internetnutzung in Deutschland, Österreich und Schweiz 2012 [Internet usage in Germany, Austria and Switzerland in 2012] [HTML]. Retrieved from http://de.statista.com/statistik/daten/studie/245079/umfrage/internetnutzung-in-deutschland-oesterreich-schweiz-nach-endgeraeten/, accessed on 10.06.2013 14International markets assessment