The Austrian advertising market remains a powerhouse of innovation and strategic media planning. The recently released “Österreichische Werbemarkt Studie 2026,” commissioned by ELMA member Austrian Post, reveals a market totaling €7.7 billion in 2025. While digital growth continues, the research underscores a critical strategic shift: Relevance is now more important than mere reach.
The Consumer Verdict: Print Leads in Trust and Attention
Despite the proliferation of digital channels, Austrian consumers continue to rely on physical media for their purchasing decisions. 58% of consumers name leaflets (Flugblätter) as their primary source of information for offers and promotions.
Furthermore, addressed direct mail and customer magazines create the strongest emotional connection with target groups. Perhaps most importantly for brand recall, leaflets hold the #1 spot for memory value at 38%, outperforming TV (32%) and social media (14%).
The B2B Perspective: Effectiveness and ROI
From the viewpoint of Austrian companies, the effectiveness of physical touchpoints is undeniable:
- Highest Effectiveness: 68% of surveyed companies rate addressed direct mail as the most effective advertising channel.
- Strategic Investment: While own social media channels saw a 16% increase in spending, Dialog Print remains a significant pillar with €864 million in annual investment.
- Media Mix Synergy: The study emphasizes that print and leaflets act as central "effect-building blocks" when used in combination with digital channels.
Proven Success: Hard Data from Case Studies
The study includes empirical performance data from six Austrian companies, proving that Direct Mail (DM) and catalogs drive measurable bottom-line results:
- EUROtops: Using targeted incentives in catalogs increased response rates by 73% and achieved a ROAS of 4.0.
- Hämmerle & Kleider Bauer: Direct mailings for seasonal sales boosted average basket values by 10% and 17% respectively, showing a massive "Marketing Multiplier" effect.
- ZGONC: In the B2B sector, a physical mailing led to a 32.4% peak in daily sales two to three weeks after delivery, confirming print's "long-tail" effectiveness.
The 2026 data confirms that in a world of digital "overload," physical mail provides a "physical presence that cannot be deleted". For modern marketers, success lies in the integrated media mix where content, timing, and the tangible nature of print converge to earn consumer attention