Study: New technologies are changing the advertising market

Parking tickets via cell phone, airline tickets via the Internet: new technologies are becoming part of everyday life. This is a challenge for the advertising industry, because if it wants to place its messages effectively, it needs to know where to find its consumers.

And that is more difficult than ever. The Düsseldorf-based advertising agency Interone Worldwide, a subsidiary of the BBDO Group, must have come to the same conclusion when it surveyed 1,000 people between the ages of 14 and 49 about their media usage behavior. Generation Tekki 2.0 is the name given to this consumer group in reference to the next generation of the Internet, which promises far greater design options for users. It is only the very young who regularly use blogs and podcasts, but the trend is clear: away from TV and towards cell phones and the Internet. 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%.

For the advertising industry, this means that you can no longer limit yourself to traditional channels such as TV or print. "A mix of instruments is important," says Martin Huber, Managing Director of Intertone, summarizing the results of the study. He distinguishes between four consumer groups: the technology experts, the mobile-focused, the techie mainstream and the media conservatives. "A separate language must be used for each of these groups," says the agency's creative director, Christoph Mecke, in Handelsblatt. Depending on the consumer style, the language is rational or emotional, marketing-oriented or rather individualistic.