Download ppt - 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


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



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


Amongst the very young groups, the Internet has achieved almost total coverage


Macro level

Source: Statista 2013a

Corporate publishing: the most important channels within the German-speaking region are social networks, video platforms and microblogs


Macro level

93% of enterprises claim that Facebook plays the most important role for their enterprise

Source: Statista 2013b


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

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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


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The Internet becomes “all consuming” medium


• 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



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The Internet influences the purchase decision due to the media multi-tasking




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

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Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement




61% have performed a search after seeing an ad

Where mobile ads are noticed

Almost ¾ of users notice mobile ads

ReferencesAdvantage 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

http://www.advantageaustria.org/zentral/publikationen/ae/148_Architecture_Design_Film_and_Music.pdf

http://www.ecco-network.com/wp-content/uploads/2011/08/austria.pdf

http://www.ey.com/GL/en/Industries/Consumer-Products/Making-it-work-in-Russia---Middle-class-consumer-profile

http://www.newmediatrendwatch.com/markets-by-country/10-europe/36-austria

http://www.goldbachaustria.at/research-de/werbemarkt-oesterreich

http://www.thinkwithgoogle.com/insights/library/studies/our-mobile-planet-Austria/

http://www.internetworldstats.com/stats4.htm

http://www.iabeurope.eu/files/6413/7182/9251/MEDIASCOPE_2012_AUSTRIA_SUMMARY_LAUNCH_PRESENTATION.pdf

http://startmobile.mmaaustria.at/html/img/pool/2012_MMA_Communication_Report_kostenfreie_Praesentation.pdf