The future belongs to the poster
Research: In the third installment of the Publisuisse study series «TV—The Medium of the Future,» more than half of the advertising industry representatives place the most trust in outdoor advertising.
Research In the third part of the Publisuisse study series "TV - Medium of the Future", more than half of the representatives of the advertising industry give the most credit to outdoor advertising.According to the Swiss Advertising Statistics Foundation, the press has a market share of 42 percent of net advertising sales in 2005, followed by direct advertising with 24 percent, TV with 11 percent and outdoor advertising with 10 percent. Radio accounts for just 3 percent, cinema for less than 1 percent - and advertising media such as Internet, mobile and ad screen do not even appear in the statistics.Young media will growWhich media will become more important in the media mix in future? It is the young media Internet, mobile and ad screen - they can almost only grow. This is the view of 556 people from advertising and media agencies as well as advertising companies who were surveyed as part of the Publisuisse study series "TV - Medium of the Future": A very clear majority (58 to 91 percent) of the almost 400 respondents believe that the Internet, interactive media (mobile) and ad screen will at least slightly increase in importance in the media mix, whereas only a minority of respondents believe this to be the case for traditional advertising media (including TV) (see chart).
And yet: as many as 11% of respondents still (or again?) see growth potential in the print medium with its high market share. On the other hand, there are apparently widespread doubts about the suitability of ad screen: over 40 percent state that the young advertising medium has already reached its zenith. In the case of TV, more than 50 percent are of this opinion, even though the medium has a low market share in Switzerland compared to other European countries. However, out-of-home advertising has the brightest future overall: 26% of respondents believe that its market share, which is known to be the highest in Europe, will continue to grow, a full 62% believe that it will at least remain stable, and only 12% believe that the importance of posters in the media mix will diminish. This makes outdoor advertising the medium of the future, so to speak: it occupies a leading position in Europe in terms of share, continues to receive a great deal of credit from the advertising industry and therefore has the least to fear for its position - despite increasing advertising bans and industry disputes over the correct method of measuring reach. In short: the poster medium appears to be indispensable for the advertising industry and can hardly be replaced.
The study also shows that a certain optimism currently prevails in the advertising industry. This is because in all media categories without exception, those voices that forecast stable to growing importance for the respective advertising medium in the media mix are in the majority. No medium is clearly on the losing side. It can be deduced from this that the majority of advertising industry representatives surveyed expect the advertising pie to grow.
Two further results of the study deserve attention: it is clear that most of the new technologies are of little importance in the everyday marketing activities of the advertising companies and agencies surveyed. The majority of respondents are not currently involved with developments such as IPTV, mobile TV, HDTV or TV on demand: for example, the topic of "TV on demand" still plays no role at all for around 81% of respondents. The Swiss advertising industry is most concerned with ad screens and interactive media. Most participants believe that the greatest challenge for the future will be to maintain an overview of the various new possibilities, and they also urge the development of meaningful measurement methods for the new media.
Study with flawsThis survey of 556 people from the advertising industry forms the third part of the "TV - Medium of the Future" series of studies. In the first part of the extensive Publisuisse research project, a good three dozen technology and TV providers were surveyed. They drew up a ranking list of what they considered to be the eleven most important technological developments and trends for TV use in the future (WW 20/06). In the second part of the study, the needs and wishes of 35 TV consumers were compared (WW 21/06). The third study, which is now available, was designed to incorporate the views of the advertising industry. This third survey took place in the form of an online survey from June 28 to July 21, 2006 - a flaw in terms of timing. It must be assumed that the majority of respondents were familiar with the results of the two previous parts of the study. In any case, they ranked the eleven trends almost identically to the TV consumers.
Bad luck for PublisuisseA study
It is tricky to call TV the medium of the future even before the first results are available. Especially when another genre then emerges as the medium of the future. Publisuisse is also inconvenienced by a survey conducted by the Düsseldorf advertising agency Interone Worldwide, a subsidiary of the BBDO Group. It asked 1000 people between the ages of 14 and 49 about their media usage behavior. The trend among young people is clear: away from TV and towards cell phones and the Internet. However, online services such as E-Bay and Amazon have also established themselves among older users. In terms of spontaneous purchases, the Internet has already surpassed television (34.5%) with 36.7%.
Markus Knöpfli
And yet: as many as 11% of respondents still (or again?) see growth potential in the print medium with its high market share. On the other hand, there are apparently widespread doubts about the suitability of ad screen: over 40 percent state that the young advertising medium has already reached its zenith. In the case of TV, more than 50 percent are of this opinion, even though the medium has a low market share in Switzerland compared to other European countries. However, out-of-home advertising has the brightest future overall: 26% of respondents believe that its market share, which is known to be the highest in Europe, will continue to grow, a full 62% believe that it will at least remain stable, and only 12% believe that the importance of posters in the media mix will diminish. This makes outdoor advertising the medium of the future, so to speak: it occupies a leading position in Europe in terms of share, continues to receive a great deal of credit from the advertising industry and therefore has the least to fear for its position - despite increasing advertising bans and industry disputes over the correct method of measuring reach. In short: the poster medium appears to be indispensable for the advertising industry and can hardly be replaced.
The study also shows that a certain optimism currently prevails in the advertising industry. This is because in all media categories without exception, those voices that forecast stable to growing importance for the respective advertising medium in the media mix are in the majority. No medium is clearly on the losing side. It can be deduced from this that the majority of advertising industry representatives surveyed expect the advertising pie to grow.
Two further results of the study deserve attention: it is clear that most of the new technologies are of little importance in the everyday marketing activities of the advertising companies and agencies surveyed. The majority of respondents are not currently involved with developments such as IPTV, mobile TV, HDTV or TV on demand: for example, the topic of "TV on demand" still plays no role at all for around 81% of respondents. The Swiss advertising industry is most concerned with ad screens and interactive media. Most participants believe that the greatest challenge for the future will be to maintain an overview of the various new possibilities, and they also urge the development of meaningful measurement methods for the new media.
Study with flawsThis survey of 556 people from the advertising industry forms the third part of the "TV - Medium of the Future" series of studies. In the first part of the extensive Publisuisse research project, a good three dozen technology and TV providers were surveyed. They drew up a ranking list of what they considered to be the eleven most important technological developments and trends for TV use in the future (WW 20/06). In the second part of the study, the needs and wishes of 35 TV consumers were compared (WW 21/06). The third study, which is now available, was designed to incorporate the views of the advertising industry. This third survey took place in the form of an online survey from June 28 to July 21, 2006 - a flaw in terms of timing. It must be assumed that the majority of respondents were familiar with the results of the two previous parts of the study. In any case, they ranked the eleven trends almost identically to the TV consumers.
Bad luck for PublisuisseA study
It is tricky to call TV the medium of the future even before the first results are available. Especially when another genre then emerges as the medium of the future. Publisuisse is also inconvenienced by a survey conducted by the Düsseldorf advertising agency Interone Worldwide, a subsidiary of the BBDO Group. It asked 1000 people between the ages of 14 and 49 about their media usage behavior. The trend among young people is clear: away from TV and towards cell phones and the Internet. However, online services such as E-Bay and Amazon have also established themselves among older users. In terms of spontaneous purchases, the Internet has already surpassed television (34.5%) with 36.7%.
Markus Knöpfli
