Online and mobile media companies on the rise

Online and mobile media companies are increasingly noticed by advertisers.As part of its annual advertising market study, the Media.Research.Group asks the top750 advertising clients and the biggest advertising and media agencies for their overall impression of the media companies operating in the advertising market. This year, a total of 68 media companies were surveyed, including 20 that specialize in online and mobile advertising. Respondents are asked to rate those media companies whose services they use. This survey has been taking place in the same form for almost 20 years, so it is well established among respondents.Every year, MediaTrend Journal awards a prize to the media provider and media marketer that receives the best marks from the advertising market for its services. The results are published on the same site. In addition to these ratings, however, it is now also interesting to see who is rated how often, i.e. who is very well known among their effective and potential customers in the advertising market and who is somewhat less well known. In other words, how big their share of voice is.For many years, print media companies have been assessed more often than electronic media companies (TV, radio, cinema) and online and mobile media companies. In the years when newspaper and magazine publishers still managed to attract more than half of all advertising dollars, this was somehow taken for granted. The fact that this is still the case in 2014, when the situation in the advertising market has changed completely, is quite astonishing.

Newspaper and magazine publishers, billboard providers and TV marketers are still rated virtually as frequently in 2014 as they were in 2008. Only online and mobile media companies in particular are rated much more frequently today than in 2008. Back then, only just one in three (33.4%) gave a verdict on at least one of the 20 online and mobile media companies surveyed. In 2014, almost one in two (45.7%) did so. This means they have almost caught up with TV marketers, but are still very far from the other media categories.

So much for the share of voice of the media genres. Let's take another look at the share of voice of the individual media companies. One in four of the 68 media companies surveyed is rated by more than half of all respondents. Three of them clearly outperform the others: APG|SGA, Goldbach Media and 20 Minuten. With 20min.ch, the most frequently rated online provider also placed in the top quarter.