Online advertising print in Switzerland exceeds two billion Swiss francs for the first time in 2017
The Semester Report Online from Media Focus provides an impression of the development of the entire online advertising market in Switzerland. The report for 2017 is characterized by a change in the methodology of search engine advertising.
Whereas the traditional expert estimate was previously published, it is now based on data from the Media Focus advertising presence measurement. With the new methodology, the total volume exceeds two billion francs for the first time.
Online advertising segments
To present the entire online advertising market, the advertising statistics from Media Focus are supplemented by expert estimates from the areas of search engine advertising, affiliate marketing, online classifieds and online directories.
The following describes how the various online advertising segments can be characterized and differentiated from one another:
Classic online advertising
The classic online advertising segment (display) includes all forms of advertising (standard banner formats and native ads) on all devices (desktop and mobile). The billing methods used are generally fixed, contact or click prices. The data from the Media Focus advertising statistics (gross-to-gross) is extrapolated for this report. The moving image sub-segment is assessed separately and specifies the video ad advertising format. Crossboarder advertising placements (CH advertising on foreign websites) are not taken into account.
Search engine advertising
Search engine advertising refers to advertising options in which the advertiser pays for a position for its link on the popular search engines. Usually, an auction procedure is used to determine who gets the best position. The billing method of search engine advertising is payment by number of clicks on the text-based links.
Affiliate marketing
The Affiliate Marketing segment is part of Performance Marketing and is billed on a performance basis. Billing is normally based on CPO, CPL and, in some cases, CPC. Advertising material is integrated on a large number of websites, for example by means of display ads, text links, product feeds or special integrations. Affiliate marketing measures are usually carried out via a network and generally have a long-term orientation. The advertising client provides advertising material and remuneration as part of the affiliate program, while the website makes the main decision as to which advertising material is delivered when, where and how.
Online classifieds market & online directories
The online classifieds market (Classi eds) refers to the online classifieds business. For the purposes of this report, the "real estate", "car" and "job" classifieds are taken into account. The online directories advertising segment comprises the paid entries of a directory search platform, such as paid additional entries, highlighting ads or a logo entry.
Online trend by advertising segment
Absolute development 2012 - 2018
The Semester Report Online for the full year 2017 is characterized by a change in the methodology of search engine advertising. Whereas the traditional expert estimate was previously published, it is now based on data from the Media Focus advertising presence measurement. With the new methodology, the total volume exceeds two billion Swiss francs for the first time.
Sources: Expert estimates; *Increase in advertising pressure statistics from Media Focus (from 2011); **Moving image sub-segment based on expert estimates *** Advertising statistics method from Media Focus.
Online trend by advertising segment
Segment mix 2017
The new method of recording search engine advertising led to an increase of +27% in this area. The remaining forms of advertising have therefore lost ground, but are up in absolute terms. Traditional online advertising was hit hardest, with a drop of 10%.
Methodology
The data for the Display advertising segment is based on the advertising pressure statistics from Media Focus and are product-specific, reported values (gross-to-gross) from our cooperation partners. The total volume of the display segment is based on an extrapolation of these figures. The data for search engine advertising is based on the Media Focus gross advertising statistics. The data for all other segments is based on expert estimates.
