Advertising print also records strong March in e-commerce
E-commerce advertising spending rose by a very significant 60 percent in March compared with the previous year. The industry also spent 20 million francs more than in February.
Gross e-commerce advertising pressure amounted to 82.6 million Swiss francs in March, 20 million higher than in the previous month (February: 62.6 million). Compared to the same month last year, the current gross e-commerce advertising pressure represents a very significant increase of 59.8%. A look at the market as a whole reveals that the e-commerce share in the spring month of March amounted to a total of 15%.
Total market
Development of e-commerce advertising pressure as at March 2017
Spring Fever
Spring is finally showing its beautiful side again and the warmer temperatures seem to be doing the travel market category good. The top brand in this category in March is Trivago. Clothing & Accessories fought its way back to second place in March. Zalando is the top brand in this category. With e-commerce advertising pressure of 8.2 million gross francs, the Search & Find market category falls to 3rd place with Tutti.ch.
Market categories
Monthly e-commerce advertising print and top brand
Search advertising continues to gain ground
The media mix perspective shows a marked increase in the online media group (search): Compared to the previous month, it gained 8%. Print is down 2%, TV has lost 4% and out-of-home and online (display) have each lost 1%. In the travel market category, print and TV advertising lost weight, which benefited search advertising. Clothing & Accessories shows a contrasting picture: it is increasing its share of TV advertising at the expense of search advertising.
Media Mix
Advertising pressure distribution of all e-commerce brands in March 2017
Advertising print distribution of the top 5 categories
Travel and Furniture & Furnishing grow significantly
In the number 1 market category Travel, a total of 54 brands placed more advertising in March than in February. Furniture & Furnishing also recorded an increase, with a total of 32 more brands in this market category. Consumer Electronics follows in third place, with 18 more brands in its portfolio. Travel and Furniture & Furnishing reduced their share of print advertising, which led to greater diversification among the various media groups.
Top 10 categories
Advertising shares of e-commerce brands in March 2017
