The Future Oriented Study of the German Media Market
Long term structural changes in the media landscape and short term economic effects confront the communications and media industry with daunting challenges. The functional mechanisms of advertising communications have to be critically reviewed and optimized continuously with regard to their future sustainability.
With its integrative approach, the OMD media map intends to make a concrete and useful contribution to the German advertising market: From the identification and categorization of central trends to the adaptation by consumers to the resulting changes in media utilization patterns and ultimately to the allocation of media investments as well as the conclusive action implications for advertisers.
If you are interested in this study, please contact: Germany
omd.com
