Nicole Schlögl-Slavik is Head of Marketing and Product Management, Letters & Advertising Mail at Austrian Post AG. In an interview with Otto Koller, editor of MedienManager, she reports on the new Austrian advertising market study 2024. This shows the expenditure and trends in the domestic advertising industry.
The increase in advertising spending continues: Total spending on advertising, with the central goals of image building and brand awareness, reached its previous high of over 7.4 billion euros in 2023, breaking the previous record from 2019. The greatest growth was recorded in activities with an event character and dialogue online measures. Digital outdoor advertising, to which the special section of the Austrian Advertising Market Study is dedicated, has also become more important.
Other articles in this release:
What does digital media have to do with “Mordor” – the evil in Lord of the Rings?
“Ad Fraud.” Criminals collect revenue for advertising services that were never provided
Youtube, Google, Meta, TikTok & co. have been making unverifiable claims about target group potential for years, which until now had to be accepted uncritically by advertisers. These cannot be verified. Explained Jonas Manthey, media expert and guide in the media jungle, in conversation with Dominik Paulnsteiner, co-publisher MedienManager. After registering the corresponding advertising formats, the respective platform subsequently informs its clients about reach figures that cannot be verified. Numbers that the advertiser can then believe or not. Here, too, there is no possibility of verification.
A common problem in digital programmatic buying is generating non-human clicks and interactions that cause significant damage to advertisers.
The term for this is “ad fraud”. Criminals collect revenue for advertising services that were never provided, thereby harming competition.
Conclusion: The programmatic purchasing of digital advertising services often consists of maximum lack of transparency with no chance of checking the information provided. Jonas Manthey calls this situation ‘Shadow of Mordor’ (Evil), based on the book and film series of the same name based on the story “The Lord of the Rings”, and offers approaches to dealing with it.
IT security 2.0
Why business leaders should invest in the security of their information technology
In a world characterized by new technologies and digital advances, companies face ever-increasing challenges when it comes to the security of their IT infrastructure.
IT-Security-Experte Thomas Kress In an interview with MedienManager publisher Otto Koller, reports what managing directors have to do today to better protect themselves. The emergence of new technologies not only brings with it opportunities, but also significant risks. Hacker attacks, data leaks and cybercrime are now omnipresent threats that can affect companies of all sizes and industries. It is therefore crucial that business leaders invest in the IT security of their organizations.
Video production rethought
Anyone who wants to present their company in video format must also have the courage to show the human side of themselves and their employees.
Many great entrepreneurs and companies of different sizes are doing great things. “Mostly only slightly visible. In the best case: three lines on the ‘about us’ page. Means Christoph Wanna, Founder & Owner von optimazing.tv.
In a conversation with MedienManager publisher Otto Koller, he explains how he makes entrepreneurs and companies visible with the help of stories, reports, portraits and documentaries in small format. What is particularly important to him: His work not only focuses on the topics of brand awareness and customer acquisition. Above all, he wants to provide good role models for the next generation of entrepreneurs through motivating contributions and counteract the “Chaka-Dubai” world of values with positive and sustainable entrepreneurship.