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.

1. 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

2. Agenda
+ Macro Level
+ Consumer audience analysis
2The Austrian advertising market

3. 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

4. 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

5. 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

6. 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

7. The Russian advertising market 7
Macro level
93% of enterprises claim that Facebook plays the most important
role for their enterprise
Source: Statista 2013b

8. 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

9. Agenda
+ Macro Level
+ Consumer audience analysis
9The Austrian advertising market

10. 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. 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. 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. 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

14. References
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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
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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
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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
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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
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Mobile Marketing Association Austria (2012). Mobile communication report 2012 [PDF]. Retrieved from
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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
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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