E-commerce: advertising print starts significantly stronger than a year ago
Although e-commerce advertising spending has declined following a strong December, it has increased by nearly 40 percent compared to January of last year.
The 2017 advertising year started with e-commerce advertising expenditure totaling 66.5 million gross francs. Compared to the previous month of December, e-commerce advertising pressure is significantly lower. Compared to the previous year, the current figure represents a very significant increase of 38.4%. The share of the total advertising market amounts to 16.7%.
Total market
Development of e-commerce advertising pressure as at January 2017
Off to the ski slopes
In the ranking of the top market categories, the Travel market category climbed to first place. The top brand in this category is Trivago. The Travel market category generated e-commerce advertising pressure totaling 15.3 million gross francs, leaving the second and third-placed brands far behind. Clothing & Accessories (5.9 million) slipped into second place in January 2017. The Search & Find market category also made it onto the podium in January. Who delivers what is the top brand in this category.
Market categories
Monthly e-commerce advertising print and top brand
Media classic on the road to success
In January, it was the classic media groups, print and TV, that recorded an increase. Both gained 4 percent. The out-of-home, online (display) and online (search) media groups were among the losers. Online (Search) is down 4%, Out-of-Home is down 2% and Online (Display) is down one percentage point on December last year. Clothing & Accessories shows a notable increase in its share of Search advertising (over 80%) in January. Dating focused mainly on TV advertising in January.
Media Mix
Advertising pressure distribution of all e-commerce brands in January 2017
Advertising print distribution of the top 5 categories
Health & Care makes it into the top 10
The Health & Care market category is now represented in the top 10 in January. It includes a total of 141 brands. In this category, 90 percent of e-commerce advertising pressure is generated by the top 5 brands. The biggest increase was recorded in the Travel market category. In January, 14 more brands placed advertising. The opposite scenario played out in the Search & Find market category. Compared to the previous month, it has 15 fewer brands.
Top 10 categories
Advertising shares of e-commerce brands in January 2017
