E-commerce advertising print up almost 20 percent year-on-year

Compared to the same month last year, e-commerce advertising pressure increased by 19.5%. The share of e-commerce advertising in the overall advertising market remained stable at 13% (April 13.7%).

Total market

Development of e-commerce advertising pressure as at May 2017

Into new waters

The Travel market category generated e-commerce advertising pressure of 10.8 million gross francs in May, successfully defending its first place. The top brand in this category is Trivago. Clothing & Accessories achieved second place with its high-flyer brand Zalando. General Merchandise makes it into the top 3 and thus enters new waters in May. It relegates Search & Find to 5th place. The top brand in the General Merchandise market category is Galaxus.

Market categories

Monthly e-commerce advertising print and top brand

Search advertising disappears

The media mix shows a decline in the Search media group. Compared to the previous month, it lost 8 percentage points. The TV and out-of-home media groups show a positive change: TV advertising is up 6 percentage points and out-of-home is up 2 percentage points overall. TV and online (search) are disproportionately represented in the general merchandise market category. Compared to the previous month, the share of TV advertising in particular increased.

Media Mix

Advertising pressure distribution of all e-commerce brands in May 2017

Advertising print distribution of the top 5 categories

Summer fatigue

Search & Find shows 14 fewer brands in May than in April. The Consumer Electronics and Furniture & Furnishing market categories each lost 7 brands. In the Clothing & Accessories market category, 5 brands placed fewer ads than in April. The General Merchandise market category, newly represented in the top 3, showed an increase of 3 brands. It is 90% dominated by the top 5 brands.

Top 10 categories

Advertising shares of e-commerce brands in May 2017