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| The advertising market is undergoing a rapid transformation due to a shift in consumer media consumption patterns and communication preferences. InfoTrends has polled over 1,300 European consumers from five countries across Europe to get a better understanding of the dynamics at work, and has complemented those insights with the latest figures on European advertising expenditures. This analysis concludes with how to assess the impact of potentially disrupting technologies and provides recommendations on how to develop strategies that promote print in a world where communications are increasingly produced electronically and online. |
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Features
Introduction Key Highlights Methodology
Survey Demographics
Sources of Skew
Mean vs. Median An Advertising Market in Transition
Market Overview
Understanding the Transition
From Physical to Electronic Communications
From Centrally-Created Content to User-Generated Content
From a Dominant Few to a Variety of Media Types
Expanding the Playing Field Survey Findings Observations on Printed and Online Advertising Recommendations Conclusion
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