Euro Shock" survey: Arndt Groth

The strength of the Swiss franc and the weakness of the euro are causing opposing trends. Over the past few years, we have already seen an increase in the purchase of media services abroad in the area of digital advertising, as CPMs are significantly lower there than in Switzerland. The technologies for targeting Swiss users on German websites, for example, have made cross-border purchasing possible. The weak euro will reinforce this trend, also with regard to the outsourcing of agency services outside Switzerland. On the other hand, it is not only the automotive industry that is currently focusing on greater awareness and additionally advertising euro discount campaigns, for example. The advertising pressure on Swiss companies will therefore not decrease, but the added value is increasingly being created abroad. Furthermore, an even stronger focus on performance-oriented media plans is to be expected. This trend has prevailed in all difficult economic times to date - most recently during the financial crisis in 2009. As a result, digital advertising channels will benefit and receive a further boost.