"Flashing banners are annoying"
Planetactive analyzed the future for digital marketing in Switzerland at an info event.
Under the title "Digital Marketing Compass 08", the Zurich branch of Planetactive looked for "new opportunities for brand & business" in digital marketing. As with other recent studies, the experts agreed: The importance of digital media in Switzerland is continuously increasing. On average, Swiss Internet users already spend more than 3.5 hours a day in front of a screen. Newly heard at Planetactive: 44 percent of this time is spent surfing foreign websites. "So smart media planning would actually have to include advertising on these foreign portals," opined Martin Sinning, Managing Director Planetactive of Zurich and Vienna. Since it is well known that banners can be placed with pinpoint accuracy, it would be as easy as it is affordable to advertise a Zurich restaurant business on Spiegel Online as well. It is not known which Swiss companies are already pouring how much money into foreign websites. But it is probably not a little. But let's take it one step at a time.
The Internet as a leading medium
In order to present relevant data on digital media use in our country, Planetactive conducted a study in Switzerland together with the market research institute Skopos. This showed that the Internet has already become the leading medium in many important target groups. The younger the consumers, the "more extreme their disinterest in print". The researchers were surprised at the importance of newsletters. They are used by 52 percent of statistically relevant Internet users, while communities play a role for only 36 percent, or blogs for 16 percent, for example.
Internet TV is used by 13 percent. "But that doesn't mean that 13 percent of people have already swapped their old TV for a computer. Streaming is also included in the figure," Sinning clarified on the otherwise clear trend. In the case of online games, the study shows that users who use such games spend 46 minutes a day online.
And who will lose out if digital information consumption continues to rise in the future? Here, the study wanted to "predict" for the next 18 months that usage will continue to increase, but only in a flattening curve. 78 percent are of the opinion that the increase will be at the expense of the other media, print, radio, television. Print was named as the loser most often - by 47 percent. All the age groups surveyed agreed on this.
Acceptance of advertising in digital media
One in two respondents in the Skopos study by Planetactive said that "advertising in digital media has already had an effect" on them, i.e. that they have already obtained more detailed information and generally become aware of products as a result. Around a third are even tempted to interact. While more than half of the respondents "tend not to be bothered" or even "not at all bothered" by advertising on the individual advertising media, advertising on cell phones is virtually not accepted at all. Advertising on cell phones "will therefore decline." Layers on the web as well as cell phone advertising generate the greatest reactance, which is why interest in them is not particularly high. Advertising in newsletters and mailings, on the other hand, is perceived as "interesting. Only here do the majority of respondents tend to agree that they have "already bought something advertised. In summary, the experts thus had to state: The figures on the impact of advertising in digital marketing are "sobering". Before one acts here in the sense of the advertisement and does not only take note of it, still other creativities must be invented. Of the already existing forms, flashing banners are "the most annoying". Concrete product information interests for it most effectively.
Andreas Panzeri
The Internet as a leading medium
In order to present relevant data on digital media use in our country, Planetactive conducted a study in Switzerland together with the market research institute Skopos. This showed that the Internet has already become the leading medium in many important target groups. The younger the consumers, the "more extreme their disinterest in print". The researchers were surprised at the importance of newsletters. They are used by 52 percent of statistically relevant Internet users, while communities play a role for only 36 percent, or blogs for 16 percent, for example.
Internet TV is used by 13 percent. "But that doesn't mean that 13 percent of people have already swapped their old TV for a computer. Streaming is also included in the figure," Sinning clarified on the otherwise clear trend. In the case of online games, the study shows that users who use such games spend 46 minutes a day online.
And who will lose out if digital information consumption continues to rise in the future? Here, the study wanted to "predict" for the next 18 months that usage will continue to increase, but only in a flattening curve. 78 percent are of the opinion that the increase will be at the expense of the other media, print, radio, television. Print was named as the loser most often - by 47 percent. All the age groups surveyed agreed on this.
Acceptance of advertising in digital media
One in two respondents in the Skopos study by Planetactive said that "advertising in digital media has already had an effect" on them, i.e. that they have already obtained more detailed information and generally become aware of products as a result. Around a third are even tempted to interact. While more than half of the respondents "tend not to be bothered" or even "not at all bothered" by advertising on the individual advertising media, advertising on cell phones is virtually not accepted at all. Advertising on cell phones "will therefore decline." Layers on the web as well as cell phone advertising generate the greatest reactance, which is why interest in them is not particularly high. Advertising in newsletters and mailings, on the other hand, is perceived as "interesting. Only here do the majority of respondents tend to agree that they have "already bought something advertised. In summary, the experts thus had to state: The figures on the impact of advertising in digital marketing are "sobering". Before one acts here in the sense of the advertisement and does not only take note of it, still other creativities must be invented. Of the already existing forms, flashing banners are "the most annoying". Concrete product information interests for it most effectively.
Andreas Panzeri
