E-commerce: advertising print slightly down
Gross advertising spend in the e-commerce advertising market totaled 65.5 million Swiss francs in November, once again slightly exceeding the figure for the previous month, October (64.9 million). However, compared to the same period last year, there was a 3.0 percent decline.
The share of e-commerce in the overall advertising market is 11.4% (October: 11.6%) and therefore slightly below the previous month. This is shown by the E-Commerce Trend Report 2015/11 from Media Focus.
General Merchandise makes big gains
Advertising pressure in the General Merchandise category rose by CHF 1.9 million to CHF 5.7 million in November. Compared to the previous month, this corresponds to an increase of 50 percent, which is not particularly surprising in view of the Christmas business. The top brand in this category is Galaxus, which has stubbornly maintained its position over the course of the year. The new online marketplace Siroop.ch was launched in this category in November. The cooperation between Coop and Swisscom has big goals and is set to compete with Galaxus and Amazon. The Baby & Children category is also being heavily advertised in the run-up to Christmas. Advertising pressure increased by CHF 0.3 million in November, which corresponds to an increase of a good 60 percent.
Decline in advertising pressure for Food & Beverages
At CHF 1.6 million, the food and beverages category fell back to the September figure in November. This corresponds to a decline of 30 percent. This means that the category has once again dropped out of the top ten, where it only remained in October. Denner-Wineshop (October) was replaced by Mondovino as the top brand in this category in November.
Upswing and concentration in print
While Food and Beverages is losing weight, the Print category is taking the opportunity to position itself among the top 10 market categories. What is particularly striking here is that the advertising shares are particularly concentrated in the top 5 players, with a rounded 90 percent. Similar to General Merchandise, it appears to be an advertising market in which the top 5 players set the tone.
Total market
Development of e-commerce advertising pressure as at November 2015
Market categories
Monthly e-commece advertising pressure and top brands
Media Mix
November 2015
Top 10 categories
Advertising shares of e-commerce brands in November 2015
Here you can download the complete e-commerce trend with a tabular trend indication for 28 different e-commerce markets as well as methodological notes.
