Austrian Marketers Shift Digital Ad Spend to SEO, Video, and Connected TV: New study Reveals Trends
Vienna, austria – Austrian marketers are substantially increasing investments in Search Engine Optimization (SEO), video advertising, and Connected TV (CTV) as they recalibrate their digital strategies for 2025, according to the newly released “Media-Mix benchmark 2025” study. The report, conducted by MOMENTUM Wien, provides a detailed look at shifting ad budgets across key digital channels, revealing which platforms are gaining traction and which are facing decline.
The study underscores a broader trend of marketers prioritizing performance-driven channels and emerging platforms. While overall digital ad spend continues to grow, customary digital avenues like digital directories and Yellow Pages are experiencing ample cuts. This shift reflects a move towards more targeted,measurable advertising and a response to evolving consumer behavior. The findings are crucial for marketers seeking to optimize their budgets and maximize ROI in an increasingly competitive landscape, with implications for media owners and the future of digital advertising in Austria.
In 2024, Connected TV saw the largest percentage increase in ad spend, rising by 18 percent, followed by SEO (+15 percent), Retail Media (+11 percent), Display (+11 percent), Video (+11 percent), and Digital Audio (+11 percent). Conversely, investments decreased in Digital Directories (-13 percent), Integrated Content (-14 percent), and Yellow Pages (-38 percent).
Looking ahead to 2025, the trend towards SEO is expected to accelerate, with projected investments increasing by 20 percent. Display advertising (+14 percent) and Video Advertising (+13 percent) are also slated for significant growth. Social Media (+10 percent) and Digital audio (+10 percent) are forecast to see double-digit gains, while Search Engine Advertising/SEA (+8 percent), E-Mail & Newsletter (+5 percent), Connected TV (+3 percent), Retail Media (+2 percent), and Digital Out of Home/DOOH (+2 percent) are expected to grow at a more moderate pace. Further declines are predicted for Rubrikenmärkte (-35 percent) and Yellow Pages (-29 percent).
the “Media-Mix Benchmark 2025″ study is available for purchase from MOMENTUM Wien for 1,500 Euros. Members of the Marketing Club Österreich and the fachgruppe Werbung Wien of the WKW can purchase the study for 950 Euros.Orders can be placed via: protected email or at https://momentum.wien/media-mix-benchmark-2025/.
