Advertising pressure in e-commerce grows year-on-year
With advertising print of 154.8 million gross Swiss francs, the Swiss e-commerce advertising market continued to show a slight downward trend in May. The decline compared with the previous month was 4.4 percent.
Compared with the same month last year, however, there was significant growth (+129 percent), mainly due to the online data expansion. But even without this data expansion, the increase is still a strong 15.7 percent. The share of the total advertising market remains relatively constant at 25.4 percent.
Data integration: Internet and TV
The Internet media group has been reported including search advertising since January 2017. The media mix is published monthly in the advertising market trend. Search advertising includes data on Search Desktop. As of the end of July 2017, Search Mobile is also integrated and reported in the advertising statistics of Media Focus in addition to Search Desktop. Since January 2018, Search data has also been collected for French-speaking Switzerland on the basis of tens of thousands of French search terms (Search share: 87% DE/13% FR).
YouTube data integration
Since March 2018, the Internet media group has also included data for YouTube (video pre-rolls and display). These were integrated retroactively from January 2018. The share of the e-commerce media mix is 1 percent.
In addition, the TV media group will be reported including TV sponsorship and the advertising formats pre-split, post-split, single split and time from January 2018.
Total market
Development of e-commerce advertising print as of May 2018
Two new top brands in the top 3 market categories
The top 3 market categories remain constant, but two new top brands appear at the top. For the first time since July 2017, La Redoute has reasserted itself as the top brand in the Clothing & Accessories category, thus interrupting Zalando's triumphant advance. Finance holds on to second place and joins CREDIT-Now as a new top brand. Trivago defends its position as top brand in the top market category Travel. The highest rise can be seen in the market category Entertainment & Media, which gains 3 ranks and enters the Top 20. There is hardly any movement in the top 10 market categories. Only General Merchandise, which recorded the largest decline in advertising print in May 2018 (-46%), loses two ranks. Furniture & Furnishing and Consumer Electronics benefit from this, each moving up one place.
Market categories
Monthly e-commerce advertising print and top brands
Online (search) and print media increase slightly
Online (Search) increases again by 2 percent, at the expense of the second-largest media group, TV, and remains clearly the strongest media group. Print media also gained one percentage point. Out-of-Home, together with the other media groups, is at the one percent mark.
Media Mix
Advertising print distribution of all e-commerce brands in May 2018
Advertising print distribution of the top 5 categories
Less competition again
In April, the top 10 e-commerce market categories already recorded 58 fewer brands. This trend is now continuing in May (-27 brands). General Merchandise (-11), Travel (-10) and Clothing & Accessories (-9) lost brands. Only Furniture & Furnishing (+10), Finance (+1) and Dating (+1) have more brands in May.
Top 10 categories
Advertising shares of e-commerce brands in May 2018
