E-commerce: advertising pressure weakens in March
Compared to the previous year, e-commerce advertising pressure weakened in March. Thanks to Trivago, the travel sector is still flying high. In other respects, too, few brands advertise a lot.
The spring month of March brings e-commerce advertising print of 47.7 million gross Swiss francs and is up on the previous month's figure (45.1 million. Compared with the same month last year, this represents a decline of 8.1 percent. The share of the total advertising market fell from 11.2 percent to 9.1 percent compared with the previous month. This is shown by the "E-Commerce Trend March 2016" from Media Focus.
Total market
Development of e-commerce advertising print as of March 2016
Travel and Clothing & Accessories remain on track for success
The Travel category has been the undefeated number one since the beginning of the year. The Clothing & Accessories category improved by one rank compared to February and is now in second place among the categories that generated the greatest e-commerce advertising pressure in the first month of spring. Consumer Electronics jumps from seventh to third place in March. The top brand in this category is Microspot.ch. The picture remains unchanged for the top brands in the first two categories Travel and Clothing & Accessories: Trivago and Zalando continue to generate the greatest advertising pressure in March.
Market categories
Monthly e-commerce advertising print and top brand
Consumer electronics make a comeback
The media mix of e-commerce advertising pressure shows that the media groups Print (-3 percent) and TV (-5 percent) suffered minor losses in March. Consumer Electronics is a new addition to the Top 5 categories, knocking Search & Find out of the Top 5. Consumer Electronics is dominated by Print and TV in March. In the General Merchandise category, significantly more advertising pressure was generated in the Print media group than in February 2016. Clothing & Accessories shows greater diversification in March 2016 than in the previous month and a change in favor of Out-of-Home. The Point of Sale (POS) media subgroup was newly included in the March media mix.
Media Mix
Advertising print distribution of all eCommerce brands in March 2016
Top 5 brands also dominant in spring
In the Travel category, 17 fewer brands advertised compared to the previous month. The second largest decline was in the Search & Find category, where 231 brands advertised in March (previous month: 245 brands). The Food & Beverages category, which had additional brands advertising in February, lost a total of 13 brands in March. In the Clothing & Accessories category, over 60 percent of advertising pressure was generated by the top 5 brands, up from just under 37 percent the previous month. Search & Find showed the largest distribution. In this category, the smaller brands also have a relatively large share of the total e-commerce advertising print.
Top 10 categories
Advertising shares of e-commerce brands in March 2016
