1. mobile overtook desktop in the US last year and digital advertising is expected to overtake TV advertising in 2017Mobile advertising is also playing an increasingly important role in German-speaking countries. According to a statista expert survey, digital advertising budgets are increasingly shifting away from display and towards advertising on mobile devices. This is certainly also due to the fact that the use of ad blockers is still less widespread here. Advertisers are developing new strategies for an efficient marketing mix in which some of the classic categories are losing relevance in direct comparison, but are still growing overall. This applies to mobile and desktop as well as digital and TV, and Switzerland is also a mobile country, as a look at the latest usage figures from NET-Metrix reveals. For the largest traffic owners such as 20 Minuten, Le Matin and Ticino Online, smartphones and tablets account for an average of 80 to 90 percent of total digital usage. The relevance of desktop is steadily declining.2. mobile will continue to growThis trend can also be observed in Germany - the number of users who can be reached via mobile devices is rising continuously, albeit at a somewhat slower rate recently. On the other hand, the time that users spend on their mobile devices continues to rise rapidly. According to a study from 2016, users pick up their smartphone an average of 1,500 times a week, or 214 times a day. The more attention a medium receives, the more budget usually flows into booking advertising material via this channel. As a result, there is still great potential for mobile in the German market as well as in Switzerland, where its share is continuing to grow compared to desktop use and now accounts for more than two thirds of all internet visits. Overall, almost every second web visit in Switzerland is made via an Apple device.3. the Google & Facebook duopoly is becoming ever stronger in the USAOn this topic, it remains to be seen how the implementation of the new General Data Protection Regulation for Europe will affect the business model of both companies. My assumption (and hope) is that the new guidelines will not only create advantages for private individuals, but also for all other players in the market who are committed to transparency, user-friendliness and data protection-compliant implementation of online advertising. Some providers will probably disappear from the market altogether, while others will be left with a little more of the cake. The market power of these two giants is of course still great in German-speaking countries.4. google & Facebook are moving more towards e-commerceBoth companies have recently launched marketing tools that suggest they are responding to users' needs to purchase services and items directly where they find them, be it on Google Search, Pinterest or Facebook. German consumers are generally somewhat more conservative when it comes to developments of this kind, both in Europe and internationally. Nevertheless, there is also a noticeable shift towards e-commerce offers here, from which Google & Facebook would certainly like to benefit.5 The popularity of adblockers is growing rapidly - especially on mobileIn Germany, a decrease in the use of ad blockers was observed until the fourth quarter of 2016 (from 21.53 % in Q4 2015 to 17.04 % in Q4 2016). However, usage increased again slightly in the last quarter. In the mobile sector, 15 percent of mobile device users plan to install an adblocker in the next 12 months. 20 percent of users in Switzerland block online advertising, according to the Digital News Report 2016 study. One third are under 35 years old. The majority of users block advertising on their laptop or desktop, with one in ten also doing so on their smartphone.6. geo-targeting achieves more in-store visitsIn the case of Google (location-tagging), geo-targeting of advertising resulted in a five-fold increase in the volume of in-store visits compared to 2016 and 2017. The cooperation between Uber and Foursquare made it possible to track users' Uber journeys and increase physical visits to destinations. In Germany, there are more restrictive requirements for the display of location-based advertising. Either users must explicitly consent to the use of their location data or the advertiser must use non-personal (i.e. anonymous) data for targeting. This in turn has the disadvantage that only the user's location is then available, but no information on demographics and interests, so there is a risk of displaying redundant advertising and thus achieving the opposite: fewer in-store visits.7. user-generated content ensures more engagementAmerican companies such as Snapchat were able to achieve a 6.9 times higher engagement rate by linking ad formats and user-generated content (i.e. content created by the users themselves) than with content created by the brand itself. New and advanced image recognition algorithms could drive this development even further.
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1. mobile overtook desktop in the US last year and digital advertising is expected to overtake TV advertising in 2017Mobile advertising is also playing an increasingly important role in German-speaking countries. According to a statista expert survey, digital advertising budgets are increasingly shifting away from display and towards advertising on mobile devices. This is certainly also due to the fact that the use of ad blockers is still less widespread here. Advertisers are developing new strategies for an efficient marketing mix in which some of the classic categories are losing relevance in direct comparison, but are still growing overall. This applies to mobile and desktop as well as digital and TV, and Switzerland is also a mobile country, as a look at the latest usage figures from NET-Metrix reveals. For the largest traffic owners such as 20 Minuten, Le Matin and Ticino Online, smartphones and tablets account for an average of 80 to 90 percent of total digital usage. The relevance of desktop is steadily declining.2. mobile will continue to growThis trend can also be observed in Germany - the number of users who can be reached via mobile devices is rising continuously, albeit at a somewhat slower rate recently. On the other hand, the time that users spend on their mobile devices continues to rise rapidly. According to a study from 2016, users pick up their smartphone an average of 1,500 times a week, or 214 times a day. The more attention a medium receives, the more budget usually flows into booking advertising material via this channel. As a result, there is still great potential for mobile in the German market as well as in Switzerland, where its share is continuing to grow compared to desktop use and now accounts for more than two thirds of all internet visits. Overall, almost every second web visit in Switzerland is made via an Apple device.3. the Google & Facebook duopoly is becoming ever stronger in the USAOn this topic, it remains to be seen how the implementation of the new General Data Protection Regulation for Europe will affect the business model of both companies. My assumption (and hope) is that the new guidelines will not only create advantages for private individuals, but also for all other players in the market who are committed to transparency, user-friendliness and data protection-compliant implementation of online advertising. Some providers will probably disappear from the market altogether, while others will be left with a little more of the cake. The market power of these two giants is of course still great in German-speaking countries.4. google & Facebook are moving more towards e-commerceBoth companies have recently launched marketing tools that suggest they are responding to users' needs to purchase services and items directly where they find them, be it on Google Search, Pinterest or Facebook. German consumers are generally somewhat more conservative when it comes to developments of this kind, both in Europe and internationally. Nevertheless, there is also a noticeable shift towards e-commerce offers here, from which Google & Facebook would certainly like to benefit.5 The popularity of adblockers is growing rapidly - especially on mobileIn Germany, a decrease in the use of ad blockers was observed until the fourth quarter of 2016 (from 21.53 % in Q4 2015 to 17.04 % in Q4 2016). However, usage increased again slightly in the last quarter. In the mobile sector, 15 percent of mobile device users plan to install an adblocker in the next 12 months. 20 percent of users in Switzerland block online advertising, according to the Digital News Report 2016 study. One third are under 35 years old. The majority of users block advertising on their laptop or desktop, with one in ten also doing so on their smartphone.6. geo-targeting achieves more in-store visitsIn the case of Google (location-tagging), geo-targeting of advertising resulted in a five-fold increase in the volume of in-store visits compared to 2016 and 2017. The cooperation between Uber and Foursquare made it possible to track users' Uber journeys and increase physical visits to destinations. In Germany, there are more restrictive requirements for the display of location-based advertising. Either users must explicitly consent to the use of their location data or the advertiser must use non-personal (i.e. anonymous) data for targeting. This in turn has the disadvantage that only the user's location is then available, but no information on demographics and interests, so there is a risk of displaying redundant advertising and thus achieving the opposite: fewer in-store visits.7. user-generated content ensures more engagementAmerican companies such as Snapchat were able to achieve a 6.9 times higher engagement rate by linking ad formats and user-generated content (i.e. content created by the users themselves) than with content created by the brand itself. New and advanced image recognition algorithms could drive this development even further.
