Broadband makes the web more creative Advertising program "Amped Champ": a prime example of the
Internet: After three lean years, online advertising has finally started to pick up again since the beginning of 2004.
Internet After three lean years, online advertising has finally picked up again since the beginning of 2004. The Publimedia Webadvertising Index (PWA) is climbing and climbing. In April, the index, which is reset to 100 at the beginning of each year, reached a record high of 124.8 points. And this is more than just a gentle breeze, as the index had never exceeded 104.1 points between 2001 and 2003.The gross advertising revenues also show that a new wind has been blowing in online advertising since the beginning of 2004. Media Focus recorded growth of 42.2 percent in February, and this even increased to over 73 percent in March and April. With the marked upward trend, the permanent investments and long development work now seem to be paying off.
Some marketers are feeling this more than others. "Over 100 percent sales growth in the first quarter alone," reports Adlink Managing Director Martin Radelfinger. He expects this trend to continue over the course of the year.
Publimedia Webadvertising (PWA) has also noticed a greater appetite for the Internet. "New sectors such as the
The automotive industry has discovered the online medium. Mercedes, Smart, Renault and Mazda were the first to have a concentrated online presence," explains Daniel Patrique Gauchat, Managing Director PWA.
Internet becomes part of the media mix
The reason for the awakening interest in the Internet, which was previously neglected, is on the one hand the maturing process that has made the online medium an increasingly reliable partner for advertisers. At least as important is the increased use of
of media agencies, which had long ignored the Internet.
Today, not only lead agencies such as Optimedia/B, G, Media "Interactive" have dedicated themselves to online media, but agencies such as OMD and Mindshare are also increasingly focusing on this area.
And last but not least, the pressure from large international clients, for whom the Internet has been part of the strategic media planning phase for some time, is also leading to more
Bookings.
Backlog in Switzerland
Behind the current online boom, there is also a fundamental need to catch up with other countries. Switzerland has one of the highest Internet penetration rates and usage intensities in the world. Nevertheless, the online medium in this country only accounts for 0.5 percent of total advertising expenditure. A meagre figure compared to the 2.4 percent in the USA or the 2 percent that European countries such as the Netherlands, Sweden and Denmark have already achieved.
Although we are still a long way from such market shares, Adlink Managing Director Radelfinger also expects Internet spending in Switzerland to grow "by 10 to 30 percent" by the end of the year.
Broadband makes the web more creativeOne of the driving forces behind the expected growth is broadband Internet, which opens up completely new possibilities in the area of moving images. In the past, online media were often left out of the creative planning process because they offered few opportunities for aesthetically sophisticated implementations.
Thanks to broadband, not only larger and more emotional, but also multimedia advertising formats can now be implemented. The benefits are even available without additional production costs, as the moving elements are almost entirely taken from the TV commercials. Daniel Schifferle
Amped Champ" advertising program: a prime example of linking online and offline media.
The dry times are over
Some marketers are feeling this more than others. "Over 100 percent sales growth in the first quarter alone," reports Adlink Managing Director Martin Radelfinger. He expects this trend to continue over the course of the year.
Publimedia Webadvertising (PWA) has also noticed a greater appetite for the Internet. "New sectors such as the
The automotive industry has discovered the online medium. Mercedes, Smart, Renault and Mazda were the first to have a concentrated online presence," explains Daniel Patrique Gauchat, Managing Director PWA.
Internet becomes part of the media mix
The reason for the awakening interest in the Internet, which was previously neglected, is on the one hand the maturing process that has made the online medium an increasingly reliable partner for advertisers. At least as important is the increased use of
of media agencies, which had long ignored the Internet.
Today, not only lead agencies such as Optimedia/B, G, Media "Interactive" have dedicated themselves to online media, but agencies such as OMD and Mindshare are also increasingly focusing on this area.
And last but not least, the pressure from large international clients, for whom the Internet has been part of the strategic media planning phase for some time, is also leading to more
Bookings.
Backlog in Switzerland
Behind the current online boom, there is also a fundamental need to catch up with other countries. Switzerland has one of the highest Internet penetration rates and usage intensities in the world. Nevertheless, the online medium in this country only accounts for 0.5 percent of total advertising expenditure. A meagre figure compared to the 2.4 percent in the USA or the 2 percent that European countries such as the Netherlands, Sweden and Denmark have already achieved.
Although we are still a long way from such market shares, Adlink Managing Director Radelfinger also expects Internet spending in Switzerland to grow "by 10 to 30 percent" by the end of the year.
Broadband makes the web more creativeOne of the driving forces behind the expected growth is broadband Internet, which opens up completely new possibilities in the area of moving images. In the past, online media were often left out of the creative planning process because they offered few opportunities for aesthetically sophisticated implementations.
Thanks to broadband, not only larger and more emotional, but also multimedia advertising formats can now be implemented. The benefits are even available without additional production costs, as the moving elements are almost entirely taken from the TV commercials. Daniel Schifferle
Amped Champ" advertising program: a prime example of linking online and offline media.
The dry times are over
