Printed advertising still dominates the German advertising market. However, returns generated by online media for the first time exceeded the amount of 1 billion Euros of net sales in 2012.
These results, presented by the study “Werbung in Deutschland” of the Zentralverband der deutschen Werbewirtschaft (ZAW), illustrate the growing importance of online communications. Companies which stay abreast of changes are complementing their activities in traditional, printed media with a working online strategy, thereby achieving synergies between offline and online.
The advantages of online advertising and online PR are at hands. Messages can be spread quickly and broadly. They are accessible worldwide and their distribution via online channels saves media and production costs.