These are the most important trends in the Swiss advertising year 2017

In general, the mood among Swiss advertising clients is predominantly positive. Only 18 % of participants stated that the mood in their company is currently negative. This picture is also reflected in the revenue and profit expectations for 2017. For example, 56 % of the advertising clients surveyed anticipate an increase in turnover in 2017, 17 % expect a decline and 27 % expect no change. In terms of profit, 52 % of the companies anticipate an increase, 19 % expect a fall in profit and 29 % see no change.Despite these positive expectations in the various sectors, the companies are not planning any major changes to their communication and media budgets. Only 23 % of those surveyed plan to increase their communications budget and 37 % even expect a decrease. A majority of 40 % are not planning any changes, with a similar picture emerging for the media budget. Here, 32 % of advertisers want to invest less and 29 % want to invest more. The majority of 39 % expect the media budget to remain unchanged.Study helps the SWA to set prioritiesIn line with the continuing surge in investment in digital media, the SWA Annual Meeting 2017 on the topic of "Always ON - communication anytime - anywhere". This year, the SWA is also offering its members its own workshops entitled "Online Challenge" for the first time: www.swa-asa.ch