2022 Dialogue Marketing Report: insight into the Austrian advertising industry
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Just like past issues, our new Dialogue Marketing Report includes excellent insight into the Austrian advertising industry and the advertising channels used by Austrian companies. Read this report to find out about consumers' media use and what is relevant to buyers.
Advertising spending has recovered
In the second year of the pandemic, the advertising industry saw a surprising recovery. For the first time, advertising expenses are approaching the record high of 2019. Read this report to find out what marketing activities Austrian companies used to reach their personal advertising goals and what channels they plan to use in the future.
More reading or digital dialogue marketing?
Learn how consumers' media use and purchasing behaviour has changed. What advertising formats align with consumers' preferences and how can you use this knowledge to your advantage?
Special supplement dedicated to Generation Z
For the first time, we analysed the media and advertising industry from the vantage point of a young target group, namely Generation Z. We looked at the most relevant advertising options to show what messages hit the spot. What are the key factors that prompt people to buy and what role do sustainability and social responsibility play?
Market research
For the compilation of the 2022 Dialogue Marketing Report, the market research institute marketmind.at interviewed 586 advertising and marketing directors at Austrian companies. In addition, Marketagent.com interviewed 1,000 consumers aged between 14 and 69. For this year's special supplement, the market research institute Marketagent.com also interviewed 535 persons aged between 14 and 25.
The main findings
- The advertising volume in Austria increased and almost reached the record high of 2019.
- Media use: print publications are increasingly popular among consumers; the duration of Internet use has reached a new high; addressed advertising items have a very high multiplier effect. Leaflet platforms were found to be the most popular advertising option.
- Leaflets and brochures are the number 1 products for promotional purposes, for both brick-and-mortar and online stores.
- The Generation Z is especially interested in advertising that helps them find good deals. Advertising that has a surprising effect or puts people in a good mood is especially well received.
- Companies are working on intensifying advertising activities that target young target groups.
- Sustainability is an important issue for the Generation Z. Companies that specifically address the issue of sustainability will have a competitive advantage.
For detailed information including our special supplement dedicated to the Generation Z, please read our 2022 Dialogue Marketing Report.
A brief video about all findings will be available here shortly.
If you have any further questions, please don't hesitate to contact us.
A brief video about all findings will be available here shortly.