Strong growth in Internet advertising
Structural change in the advertising industry continues to advance. By 2015, nearly one billion francs in advertising spending is expected to flow into the Internet each year. Traditional advertising media, however, are unlikely to grow much further. This is shown by a survey of experts conducted by Publicom.
In the next two years, advertising on mobile channels and the stationary Internet in particular will gain market share, while traditional media will have to prepare for difficult times. At least, that's how the vast majority of the Delphinarium expert panel sees it.
Skepticism about mobile advertising
However, there is also a great deal of skepticism about mobile advertising in particular. Half of the respondents express concerns about whether mobile advertising will be able to gain widespread acceptance, either because its impact is uncertain or because there are too few accepted forms of advertising that can be monetized. However, there is little disagreement on one point: the downward slide of print media is not over yet. They will continue to lose market share over the next two years. Times are also likely to remain difficult for the other "traditional" forms of advertising. For cinema, radio and direct mail, most experts predict stagnation or a deterioration in market position. In the case of television, opinions are divided. The verdict for out-of-home advertising is comparatively favorable. Hardly any experts expect market shares to shrink here.
Which genres will be able to profit by 2015 and which will lose market share? (n=26)
Which factors will have the greatest impact on the Swiss advertising market over the next three years? (multiple answers) (n=26)
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