the austrian advertising market
DESCRIPTION
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.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%
PenetrationAverage 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 aproduct/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
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14International markets assessment