A world without the Internet has become unthinkable
As the European Interactive Advertising Association (EIAA) and Microsoft Advertising point out, internet usage continues to rise, and very few people can imagine life without the internet anymore.
Mobile access in particular is becoming increasingly important. In Switzerland alone, the web is used by 5.4 million users for an average of 11 hours and 15 minutes every seven days. However, advertisers have not yet fully adapted to this in relation to the overall market. Above all, experts recognize untapped growth potential here.
"Social media is growing and growing. For advertisers, however, it is still often unclear how they can become active in it. The shift in the advertising market from print to online media must and will nevertheless take place," says Arend Hendriks, Director of Microsoft Advertising Switzerland, in an interview with Pressetext. Advertisers will inevitably have to change their strategy. "Advertisers have to look for their target groups where they are," emphasizes Hendriks. This is the case on the Internet.
According to the expert, large advertising budgets continue to flow into the print sector, although its use and reach are declining. However, print media still accounts for just under half of the total advertising market. In contrast, online advertising in Switzerland accounts for a comparatively small slice of the advertising pie at five percent or a good CHF 358 million in the previous year, although usage is around three times higher than for print media. TV and posters are still ahead of the web with 28% and 11% respectively. They are followed by radio and cinema with four and one percent of the total market respectively.
The key lies in interaction
"In future, advertisers will have to find a good cross-media mix," Hendriks told Pressetext. The market is not shifting in a single direction - and this is not to be expected online either. However, interaction sets the tone on the Internet. The net is mainly used for e-mails. This is followed by search queries and social networks. The most important websites are news sites, ahead of banking and finance sites, travel providers and online auctions.
Users' willingness to pay for certain content is also growing. Although just under half of users do not want to spend any money on the web, 32% would pay for films, for example. Users would rather do without other media such as television or newspapers than the web. Only 14% could no longer imagine life without TV. By contrast, the majority - more than 50% - consider the Internet to be indispensable.
"Social media is growing and growing. For advertisers, however, it is still often unclear how they can become active in it. The shift in the advertising market from print to online media must and will nevertheless take place," says Arend Hendriks, Director of Microsoft Advertising Switzerland, in an interview with Pressetext. Advertisers will inevitably have to change their strategy. "Advertisers have to look for their target groups where they are," emphasizes Hendriks. This is the case on the Internet.
According to the expert, large advertising budgets continue to flow into the print sector, although its use and reach are declining. However, print media still accounts for just under half of the total advertising market. In contrast, online advertising in Switzerland accounts for a comparatively small slice of the advertising pie at five percent or a good CHF 358 million in the previous year, although usage is around three times higher than for print media. TV and posters are still ahead of the web with 28% and 11% respectively. They are followed by radio and cinema with four and one percent of the total market respectively.
The key lies in interaction
"In future, advertisers will have to find a good cross-media mix," Hendriks told Pressetext. The market is not shifting in a single direction - and this is not to be expected online either. However, interaction sets the tone on the Internet. The net is mainly used for e-mails. This is followed by search queries and social networks. The most important websites are news sites, ahead of banking and finance sites, travel providers and online auctions.
Users' willingness to pay for certain content is also growing. Although just under half of users do not want to spend any money on the web, 32% would pay for films, for example. Users would rather do without other media such as television or newspapers than the web. Only 14% could no longer imagine life without TV. By contrast, the majority - more than 50% - consider the Internet to be indispensable.
