Marke Ding Wien

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Industry trends

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Latest updates from across the market.

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Frequently asked

Glossary

1

Brand architecture

The structure that defines how a company's master brand, product brands, sub-brands and endorsed lines relate to each other. Austrian and wider DACH marketers use it to decide whether a new offer launches under the parent name or as a standalone brand, and it drives how campaign assets are built for the whole portfolio.

2

Brand equity

The commercial value a brand name carries beyond its functional product: price premium, consideration, and resilience when a category comes under price pressure. It is tracked with brand trackers and brand-lift studies rather than campaign-level click metrics, which is why brand owners budget for it separately from performance media.

3

Customer journey mapping

Documenting the real sequence of touchpoints a buyer passes through, from first search to repeat purchase, including offline steps. In German-speaking B2B markets the journey usually includes a personal sales contact, a printed or PDF specification sheet and a dealer or service partner, not only digital channels.

4

Media mix (channel mix)

The allocation of budget across paid, owned and earned channels and across media owners. Austrian planners balance national TV and print groups, out-of-home in the larger cities, radio and digital platforms, and increasingly retail media networks tied to grocery chains.

5

Programmatic advertising

Automated, auction-based buying of digital ad inventory across display, video and connected TV, with targeting and frequency rules applied in real time. In Austria, activation depends on a valid consent basis under GDPR and the national ePrivacy rules, so audience segments must be built from consented data.

6

First-party data

Data a company collects directly from its own customers and subscribers, such as newsletter lists, CRM records, event registrations and loyalty programme activity. It has become the backbone of targeting and measurement as third-party cookies are restricted across browsers.

7

Attribution modelling

Methods for assigning credit for a conversion to the marketing touchpoints that preceded it, ranging from last-click rules to data-driven and marketing-mix models. Attribution decides which channels survive the next budget round, so the model has to be agreed with finance as well as marketing.

8

Share of voice

A brand's share of total category advertising spend, or of category mentions in media, used as a leading indicator of future share of market. It is a standard slide in Austrian and DACH media planning decks because it connects budget level to expected brand growth.

9

Creative pre-testing

Structured research on a campaign idea or finished asset before media spend, testing recall, brand linkage and persuasion against a control. It is common for TV and out-of-home campaigns where a single execution carries a large share of the budget.

10

Key visual

The central campaign image or graphic system that is adapted across every format, from out-of-home and print to social and point of sale. It governs typography, colour usage and image style so that a campaign stays recognisable across channels and partners.

11

Werbeabgabe (Austrian advertising tax)

Austria levies a tax on certain domestic advertising services, commonly referred to as Werbeabgabe. The rate and the list of exemptions have been debated and amended over time, so confirm the current treatment with an Austrian tax adviser before you budget a campaign or a sponsorship package.

12

Media-Analyse (MA)

The long-running Austrian media usage study that publishes reach data for print, radio, TV, online and out-of-home. Planners use its reach curves when they build a national media plan and when they negotiate with Austrian media owners.

13

DACH region

The German-speaking market made up of Germany (D), Austria (A) and Switzerland (CH). A 'DACH-wide' campaign implies German-language creative plus local legal and pricing checks in each of the three countries, which is why Austrian brand owners often keep a separate Vienna-based agency roster.

14

Pitch (agency review)

A structured competitive process in which a client invites agencies to present strategic and creative proposals against a written brief. Austrian brand owners commonly run a pitch before committing to a multi-year retainer or a large integrated campaign.