Study: Media mix of the future
As part of the «TV—Medium of the Future» project, Publisuisse has completed the third phase of its online surveys of the Swiss advertising industry. In the future, the Internet, mobile devices, and ad screens will play a more significant role in the media mix.
As part of the "TV - Medium of the Future" project, Publisuisse has completed the third part of the online survey of the Swiss advertising industry. Conclusion: Those responsible in the Swiss advertising industry expect young media to become increasingly important in the media mix.
Advertisers, advertising and media agencies believe that the internet, mobile devices and ad screens will be part of every media mix in the future. Among the established media, television has the most positive future.
In the second phase of the "TV - Medium of the Future" project
Online surveys were conducted among 556 representatives of advertising clients, advertising agencies and media agencies in German-speaking and French-speaking Switzerland.
The other results Most new technologies still have little significance in everyday marketing today
The majority of respondents do not yet deal with current developments
40 percent of respondents have already dealt with Adscreen, 24 percent with interactive media and services
Television advertising will also experience an increase in importance
The challenge of the future is the creation of integrated, cross-media campaigns and a target group-specific media mix. It is important to maintain an overview of the various new developments
Meaningful measurement methods must be developed for the new media
The results of the first two sub-studies can be viewed on the Publisuisse website.
Advertisers, advertising and media agencies believe that the internet, mobile devices and ad screens will be part of every media mix in the future. Among the established media, television has the most positive future.
In the second phase of the "TV - Medium of the Future" project
Online surveys were conducted among 556 representatives of advertising clients, advertising agencies and media agencies in German-speaking and French-speaking Switzerland.
The other results Most new technologies still have little significance in everyday marketing today
The majority of respondents do not yet deal with current developments
40 percent of respondents have already dealt with Adscreen, 24 percent with interactive media and services
Television advertising will also experience an increase in importance
The challenge of the future is the creation of integrated, cross-media campaigns and a target group-specific media mix. It is important to maintain an overview of the various new developments
Meaningful measurement methods must be developed for the new media
The results of the first two sub-studies can be viewed on the Publisuisse website.
