E-commerce: advertising market summer slump less deep than in the overall market
The summer slump in the e-commerce advertising market is also noticeable in July: With a gross advertising volume of 43.2 million, July is slightly below the previous month’s level and marks the lowest point of the year so far.
However, the slight year-on-year increase of 0.6 percent confirms the e-commerce trend. The increase in the share of the overall advertising market (+13.8 percent) shows that the summer slump in the e-commerce advertising market is less deep compared with the rest of the advertising market. This is shown by the "E-Commerce Trend Report 2015/07" from Media Focus.
Development of e-commerce advertising print as of July 2015
Categories with summer high instead of summer low
The top 3 categories remain stable in July. Search & Find even increased in July compared to the previous month, with the highest gross advertising pressure of CHF 7.7 million. In addition, it is the only category in the Top 10 to show a new top brand, search.ch, compared to the previous month. The dating category is also in contrast to the overall e-commerce advertising market. With the top brand Parship, this category has moved into the top 5 for the first time. Its advertising print increased by almost 20 percent compared to the previous month.
Clear trend in the overall media mix
The overall media mix remains stable in July. The Search media group continues to account for the largest share, at 53 percent. Compared to the previous month, the print (18 percent) and TV (19 percent) media groups are down slightly. The top 5 categories have a very different media mix. While print accounts for more than a third of Search & Find, the Finance and Dating categories do almost entirely without print and rely heavily on TV instead. In the Dating category, TV accounts for as much as two-thirds of the media mix. The Travel category also has a high TV share of over 30 percent.
Long-tail and persistent niche brands
For the first time, the top 5 brands in all top 10 categories account for at least 40 percent of the total gross power print. Although the categories are clearly dominated by the top brands, they remain highly fragmented in some cases and the number of small niche brands is steadily increasing. Highly fragmented categories are Travel and Clothing & Accessories with 419 and 463 active brands respectively and a share of the remaining brands outside the Top 100 of 5.2 and 7.8 percent.
