Programmatic in Austria
- Author: Lizaveta Zhuk
From social networks to searches, to websites, to marketplaces, to TV, digital advertising allows brands to expand their presence online. Nowadays, Austrians more often use digital channels to find products and services. So, to stand out from competitors, Australian brands invest in digital advertising to show up their websites, create brand awareness, increase loyalty, and so on. No wonder digital advertising in Austria is a fast growing industry. Let’s dive deeper.
Digital Ad Market
With a high internet proliferation, the demand for digital ads is constantly growing. The potential for digital and programmatic ads is clear: ad spending and further growing interest point to rapid growth in this sector in the next few years. In the case of digital advertising, ad spending is projected to reach $1.47 billion in 2022.
Source: Statista
In Austria, brands focus on programmatic advertising as well. The number of advertisers in digital advertising spaces which buy ad impressions programmatically is progressing. Nowadays, the programmatic advertising market is expected to reach $1.14 billion in 2022. However, it was projected to increase to $1.65 billion by 2026.
Source: Statista
This makes that region not only the market of the most comprehensive programmatic network but also the provider for advertisers from other countries.
Available audience
With an internet population of just over 8.42 million internet users in 2022, increasing by 7% between 2021 and 2022, there is high demand for mobile internet connection. According to DataReportal, there were 12.57 million cellular mobile connections in the country at the start of 2022. It was equivalent to 138.8% of the total population. That’s why brands should pay attention to mobile devices as well as desktops.
Source: DataReportal
Social media is becoming more popular among Austrians. There are 7.37 million social network users at the start of 2022. That number is constantly growing. Based on Kepios analysis, the number of social network users increased by 160 thousand (+2.2%) between 2021 and 2022. Although only 81.4% of users use social media, it can play a key role in marketing strategy. For example, it can show positive results in the acquisition of new customers.
Source: DataReportal
The most popular social networks among Austrians are WhatsApp, Facebook, Instagram, Pinterest, Skype, YouTube and TikTok.
Source: DataReportal
Ad Formats
Advertising is a key instrument for conquering the Austrian market. In addition to print, radio and television, Banners Advertising has been a significant part of this market for many years. It is the largest segment with a market volume of $0.52 billion in 2022. However, other advertising formats continue to grow. Search ads and video ads are popular as well.
Source: Statista
One more tendency on the Austrian market is the spreading of digital out-of-home advertising. DOOH ads revenue have progressively been introduced in the country and the media has experienced significant growth in recent years. Digital revenues now represent around 23% of total out-of-home revenues in the country. The increasing adoption of programmatic buying will be one of the drivers of the growing industry. However, despite the programmatic technology giving an opportunity for the DOOH market, significant work is required to realize its potential.
Inventory
Top websites ranking
google.com, youtube.com, orf.at, wikipedia.org, facebook.com, qitudorbantu.com, amazon.de, myflixertv.to, krone.at, derstandard.at
Top used SSP
- Google Ads
- Mopub
- AdBook+
- MediaForce
- OpenX
- Adtelligent
- PX
- Wunderkind
E-commerce market in Austria
Austria is the 23rd largest market for e-commerce with a projected revenue of $14.64 billion in 2022. With a yearly growth rate of 16.59% between 2021 and 2025, the country is expected to grow at a faster rate than the global average of 11.58% to achieve market volume of $23.20 billion by 2025. As we can see, there is a good chance for brands to adopt e-commerce strategies to increase profit, increase client base and so on.
Development of e-commerce is driven by the high internet proliferation through different devices and the COVID-19 restrictions. Austrian consumers appreciate the convenience of online shopping and make online purchases more often. Based on Statista research, there will be 73.4% of online shoppers in 2022, and that’s expected to hit 80.4% by 2025. Moreover, 58.2% of Austrians use the Internet for researching brands before purchasing online. That’s why it’s essential for brands to develop a strategy to interact with their audience online. One of the ways to communicate online with the target audiences for brands can be digital and programmatic advertising, especially on social networks.
Source: DataReportal
Fashion is the most popular category for online purchasing, representing 28% of all e-commerce sales in Austria. However, all e-commerce categories are growing step by step. The main drivers for purchasing online for users are free delivery, coupons and discounts, easy returns, and consumer reviews.
Source: DataReportal
Market peculiarities
Looking forward, growth in ad spending will continue to be a strong driver for the ad industry, as the major players continue to invest in programmatic and digital ads. While digital advertising presents an opportunity for brands, there is a lot of work to effectively use its potential.
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