Austria's advertising market reaches record height: 7.8 billion euros!

Austria's advertising market reaches record height: 7.8 billion euros!

The advertising spending in Austria has reached a record high with 7.8 billion euros, as Nicole Schlögl-Slavik, marketing manager of the Austrian Post, explains in the Leadersnet interview. According to the advertising market study 2025 of Österreichische Post AG, this increase is regarded both as an indicator of economic strength and as a necessary reaction to the requirements of a more intensive customer approach. The study is considered "unique" and "trustworthy" because it was double -methodly secured by two independent market research institutes.

In comparison, the advertising expenditure reached a record of over 7.4 billion euros in 2023, with a particularly strong growth in the field of event activities and dialogue online measures, as the Austrian advertising market study 2024 shows. These developments indicate that the industry is turning a new balance between digital and analog advertising methods.

trends in marketing

A particularly remarkable trend is growth in influencer marketing, which has increased by 35 percent. However, this growth is viewed as strongly industry and target group-dependent. The effective address of target groups is also supported by digital external advertising (DOOH), which is becoming significantly more important. The advertising expenditure for Dooh has increased by 11%, enables real-time adjustments and a precise target group address.

Print advertising continues to take up an important place in the marketing mix. In particular, leaflets and direct mailings are perceived by consumers as a purchase; 88 percent of the respondents state to read leaflets regularly. In addition, many consumers appreciate personally addressed advertising as a credible and higher quality, which stimulates companies to pursue personal marketing strategies.

changes in the advertising market

The current advertising market studies determine that 50% of the advertising expenses are eliminated on classic advertising, which corresponds to 4.2 billion euros each. At the same time, the data show that dialog marketing remains popular in the print area: 90 percent of the recipients read leaflets weekly, and 54 percent use offers frequently. In addition, there are expenses of around 898 million euros in Dialog Marketing Print.

The print advertising has a strong proportion with almost 38% of the total advertising investments. The magazine and TV advertising, which make up 29% of expenses, lose importance every year, but Print remains a credible source of information for many consumers. At the same time, online advertising expenditure 2023 rose to a total of 943 million euros, with the largest proportion of digital budget flourishing into classic online advertising.

outlook for the developments

Future -oriented companies have to develop an integrated communication strategy that includes both analog and digital channels. The 2025 study sees a Renaissance of analog formats such as direct mailings in combination with the continuous growth of digital channels, provided that these remain relevant and targeted. The industry is clearly positioning itself for the upcoming challenges in the constantly changing marketing environment.

The increasing interest in personal advertising approaches shows that companies are increasingly striving to find innovative solutions in order to provide relevant and appealing content. The ultimately decisive factor remains the ability to keep up with the changing needs of consumers and at the same time implement effective marketing strategies.