The Austrian Advertising Market
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Transcript of The Austrian Advertising Market
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